Presentation to United States Naval Academy Alumni Association, Hampton Roads Chapter, September 11, 2013

1. How to Stop Wasting
Money on Traditional
Marketing and ReachYour
Buyers Directly
United States Naval Academy Alumni Association
Hampton Roads Chapter
September 11, 2013
Tuesday, September 10, 2013

2. Tuesday, September 10, 2013

3. Tuesday, September 10, 2013

4. If you only read one
marketing book,
read this one.
Tuesday, September 10, 2013

5. The marketing playbook is broken.
The Marketing Playbook Is
Tuesday, September 10, 2013

6. ..The Marketing Playbook is
BROKEN.
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9. Source: Bureau of Labor Statistics
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10. This Is Not Our Parents World Anymore
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11. http://www.youtube.com/watch?v=TXD-Uqx6_Wk
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12. People hate being marketed to
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13. People can avoid your
marketing messages
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14. People can research your
company or product without
contacting you
Tuesday, September 10, 2013

15. n = 1,460
Source: Corporate Executive Board
Now, buyers are at least 57% through buying
process before they FIRST contact the seller
Customer Due
Diligence
Begins
Customer’s First
Contact with
Supplier
Customer
Purchase
Decision
Through this period customers have largely
decided on their needs, leaving suppliers
to compete on price.
57% Complete
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16. Now the buyer is in control
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17. But, there is a silver lining
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18. Marketing success now
has more to do with
the size of your brain...
...than the size of your wallet.
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19. So what’s the secret
to marketing success today?
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20. Think Like a Publisher
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22. Tuesday, September 10, 2013

23. Tuesday, September 10, 2013

24. Also
Known
As...
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28. If you have more money than
brains, you should focus on
outbound marketing.
If you have more brains than
money, you should focus on
inbound marketing.
~Guy Kawasaki
Tuesday, September 10, 2013

29. Inbound Marketing Methodology
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30. Blogging
“No matter what,
the very first piece
of social media real
estate I'd start with
is a blog.”
-Chris Brogan
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31. Companies that blog get 55%
more website traffic than those
that don’t blog.
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32. Companies that blog get 70% more
leads than those that don’t blog.
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33. 57% of companies have acquired
a customer through their blog.
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34. Once you have remarkable
content, spread the word
with social media
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35. Social Media
“Content is fire.
Social media is
gasoline.“
-Jay Baer
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36. Niche Blog Example
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41. ThankYou!
• www.ArtilleryMarketing.com/Incoming
Presentation & Survey:
Tuesday, September 10, 2013

42. Photo Credits
• http://www.flickr.com/photos/pagedooley/4757032987 (clouds)
• http://www.flickr.com/photos/adactio/2802920748/ (mute button)
• http://www.flickr.com/photos/markjsebastian/325820210 (internet research)
• http://www.flickr.com/photos/antonjackson/6897860342 (wrestlers)
• http://www.flickr.com/photos/malakhkelevra/4951863053/ (top secret)
• http://www.flickr.com/photos/lincolnian/2341252716 (55)
• http://www.flickr.com/photos/lincolnian/863664806 (70)
• http://www.flickr.com/photos/big-ashb/7004347156 (57)
• http://www.flickr.com/photos/erix/55243213 (speakers)
Tuesday, September 10, 2013