主講人：HubSpot 通路業務經理 Bryan Cawse 集客式行銷Inbound Marketing企業成長理論由HubSpot首度提出，主張利用內容經營來滿足受眾需求，透過優質內容培養長期客戶關係。首度邀請HubSpot通路業務管理經理來台分享，從SEO到內容經營的行銷成功心法。

1. 從SEO到Content的
企業Inbound Marketing之道
Bryan Cawse
《HubSpot》
通路路業務經理理

2. From SEO to
Inbound
An Introduction to Inbound Marketing
Presented by Bryan Cawse
Partnership Manager - Asia

3. MARKETING
41,000+
CUSTOMERS
SALES
CRM 4,000+
AGENCIES

4. 2018:
Everyone knows they need a growth
strategy rooted in the online world.

5. The Old Playbook is Broken
83%
skip ads
91%
unsubscribe from email
20%
of EDMs
are never opened
18,281

6. What Is The Answer?

7. >> >> >> >>Strangers Visitors Leads Customers Promoters
ATTRACT CONVERT CLOSE DELIGHT
The Inbound Methodology
Attracting the
right visitors
Creating a way to convert leads and close
customers so that they become promoters of
your brand

8. TOFU

9. Convert Leads
Close Customers
Attract Visitors
Top of the funnel:
Any marketing
activity that increase
brand awareness &
traffic

10. Convert Leads
Close Customers
Attract Visitors
Such as:
• SEO
• Blogging
• Social Media
• Paid Ads

11. Convert Leads
Close Customers
Attract Visitors
Middle of the funnel:
How you take
anonymous traffic
and turn them into
leads

12. Convert Leads
Close Customers
Attract Visitors
Such as:
• Call-to-Actions
• Landing Pages
• Forms

13. • Free White-papers
• Free Guides & Tips
• Free eBooks
• Free Checklists
• Free Videos
• Free Kits
AWARENESS
STAGE
• Free Webinars
• Case Studies
• Product Spec
• Free Events
CONSIDERATION
STAGE
• Free Trials
• Demos
• Free Consultations
• Estimates or Quotes
• Free Samples & Discounts
DECISION
STAGE
AUDIENCE?
What converts best for your

14. Convert Leads
Close Customers
Attract Visitors
Bottom of the funnel:
How you turn those
leads into happy and
profitable customers

15. Convert Leads
Close Customers
Attract Visitors
Such as:
• Email Marketing
• Marketing
Automation
• Lead Scoring

16. Automate Your Closing

17.
Inbound Marketing
Attracting customers by
offering them value at every
step of their journey

18. The goal:
Predictable growth in
leads and customers

19. Do you understand
your customer’s
journey?
???
???
???
???
???
???

20. (Most companies don’t
even think about this)
???
???
???
???
???
???

21. Let’s assume it’s
something like this:
Gets posted
overseas
Finds relocation
service
Researches about
living in Taiwan
Looks into school
options
Asks other expats
for advice
Books
appointments at
schools

22. Not in control of lead
volume?
Marketing heavily biased
to end of journey?
Gets posted
overseas
Finds relocation
service
Researches about
living in Taiwan
Looks into school
options
Asks other expats
for advice
Books
appointments at
schools

23. Predictable marketing:
Control every stage of
the journey
Gets posted
overseas
Finds relocation
service
Researches about
living in Taiwan
Looks into school
options
Asks other expats
for advice
Books
appointments at
schools

24. What does all of this
look like in practice?

25. Accelerate HK

26. Accelerate HK

27. Accelerate HK

28. Accelerate HK

29. Accelerate HK

30. Accelerate HK

31. Eton House

32. Eton House
Search for this right now to see this in
action

33. Eton House

34. PatSnap
400% more leads

35. Recap

36. Why SEO is Not Enough
Content is more powerful than keywords
Not every visitor is ready to buy
Prospects want value
1
2
3

37. 3x more likely to see positive ROI
Inbound delivers 54% more leads
Inbound leads cost 49% less than
outbound
1
2
3
Why Inbound is The Answer

38. HubSpot
website.grader.com

39. 謝謝