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INBOUNDMARKETING:A love STORY.Mike Volpe, CMO @ HubSpot@mvolpe | mvolpe@hubspot.com

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MARKETING HAS A lovability PROBLEM. Stockbrokers Lawyers Car Salesman Lobbyists MarketersLess Lovable More Lovable

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Q: PEOPLE USED TO LOVE ME… right?

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A: HUMANS HAVE CHANGED.

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People Have Changed

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The Way We Live Has Changed 1990 2000 2010Hours Worked 9-5 8-6+ WheneverOffice 4 Walls Open Cubicles iPhone EverythingInternet None Email & Web Research in the Cloud Tradeshows, Ads,Learn About Tradeshows & Social Media, Google, Print Publications,Products Google Freemium Sales Reps Sales Rep in Sales Rep onBuying Process No Sales Rep Office & Golf Course Phone / Web

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We used to use all this stuff.

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Now all weuse is this.

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Mobile Ubiquity vs vs THEN. NOW.

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Social & Collaborative vs vs THEN. NOW.

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Cloud & SaaS vs vs THEN. NOW.

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Consumerization of B2B vs vs THEN. NOW.

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Changes in Consumer Attention vs THEN. NOW.

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What does this all mean?

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The customer is in control.

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NO ONE WAKES UPAND SAYS:“I want to see an ad.”

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SO WHY DO MARKETERSWAKE UP AND SAY:“Let’s make an ad”?

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Marketers have been bad.

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The old marketingplaybook is BROKEN. 86% 91% 44% 200Mskip TV ads unsubscribe of direct mail is on the from email never opened Do Not Call list

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The world has changed…Marketing needs to change, too.

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How do we createmarketing that people will love?

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Inbound Marketing people love.

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You don’t find customers anymore. They find you.

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TRADITIONAL INBOUND vs vs Cold Calling SEOCold Emails (SPAM) Blogging Interruptive Ads AttractionMarketer - Centric Customer - Centric

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Don’t interruptwhat people want toconsume.

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Be what theywant to consume.

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Think Like a Media Company “What would Oprah do?”

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Revenue from Inbound LeadsInbound $65M

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So what is Inbound Marketing?

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Inbound Marketing = Content + Context

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ContentCONTENT + CONTEXT

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Build Marketing AssetsBlogs Interactive Photos & Videos & Presentations Tools Infographics Podcasts & eBooks

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Build Marketing Assets

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Do you own or rent your marketing? 70% of all Blog Leads are from Old Articles

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IMPACT OF WEBSITE CONTENTON INBOUND LEADS

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Inbound Marketing = Content + Context

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Personalize the Content to Match your Customer. Content + Context

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Context is personal,not one size fits all.

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Context Leads to Engagement Matt Plays • Marketer at HubSpot • Coworker • Loves the outdoors

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Context Leads to Engagement

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Customers Provide ContextFriendsPC / iPhone / iPadIn PersonOnline QuoteRequest for SUV

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Ignore Context at Your Own Peril (Not an SUV)3 Days Later:The “marketing automation”system sends me this…

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Context is More than Email5 Days Later:I go back to thewebsite and tryto rememberwhere the SUVsare…(Website isn’tPersonalized)

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The Typical Unsubscribe Notice *You have elected to opt out of receiving emails.

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Groupon’s Unsubscribe Notice

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Context Leads to lovable Marketing

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Context Leads to lovable Marketing

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INBOUND Marketing People loveContent: Context:• Blog • 360 view of contacts• Social Media • Segment emails• SEO • Personalize website• Offers

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Marketing Can Fix Its lovability Problem You can help. marketers YOULess Lovable More Lovable

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Help Make Marketing a Noble Profession

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Do it for the children.

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For the loveof marketing.Mike Volpe, CMO @ HubSpot@mvolpe | mvolpe@hubspot.com