Kieran Flanagan argues that traditional marketing creates bad experiences for potential customers and fails to personalize. Inbound marketing is presented as a better approach, focusing on creating useful content to attract consumers and building marketing assets, offers, and tools to generate leads and sales. Data and metrics are emphasized to continuously improve content and campaigns. Examples show how inbound marketing grew Hubspot's traffic, leads, and customers substantially over time.

1. INBOUND
MARKETING:
THE ART OF
NOT SUCKING.
Kieran Flanagan, Marketing Director (EME) @ HubSpot
@searchbrat kflanagan@hubspot.com

2. MARKETERS ARE NOT LOVED.
stockbrokers lawyers
car salespeople lobbyists
marketers
Less Lovable More Lovable

4. WE CREATE
BAD
EXPERIENCE
S

5. don’t believe
me, want some
examples?

6. WE FAIL TO
PERSONALISE
SO POTENTIAL CUSTOMERS
ARE
JUST A STAT

8. WE TAKE
SHORTCUTS
BECAUSE REAL MARKETING
IS HARD.

10. WE CONSTANTLY
INTERRUPT
WHAT PEOPLE ARE DOING

12. WE LOVE
SHOUTING
ABOUT OURSELVES

14. WE USE
FUZZY
METRICS SO WE AREN’T
MEASURED

15. I AM USING
DISPLAY TO
CREATE BRAND
AWARNESS. I
MEASURE CPM.

16. are you Yes.
marketin
g No.
LIKE THIS ?

17. if Yes.
you are
definitely…

19. CREATE
MARKETIN
G PEOPLE
LOVE.

21. INBOUND  
$*.
*$65 million in revenue from inbound leads

22. THE MAIN BUILD MARKETING
ASSETS
TOOLS CREATE VALUEABLE
OFFERS
OF AN
USE CONTEXT TO
INBOUND PERSONALISE
MARKETER
DATA DRIVEN

23. THE MAIN BUILD MARKETING
ASSETS
TOOLS CREATE VALUEABLE
OFFERS
OF AN
USE CONTEXT TO
INBOUND PERSONALISE
MARKETER
DATA DRIVEN

25. Free Interactive Tool
4 million users
Great PR coverage
500,000+ opt-in
emails

26. START
ATTRACTING
CONSUMERS
THROUGH
RELEVANT,
USEFUL,
EASY-TO-FIND
CONTENT
WHEN THEY
NEED IT.

27. “WHAT
WOUL
D
OPRAH
DO?”
BE A PUBLISHING COMPANY
FOR YOUR MARKET.

28. THE MAIN BUILD MARKETING
ASSETS
TOOLS CREATE VALUEABLE
OFFERS
OF AN
USE CONTEXT TO
INBOUND PERSONALISE
MARKETER
DATA DRIVEN

29. CREATE AN OFFER OF
VALUE.

30. CREATE AN OFFER OF
VALUE.
#SOIM 2013 a lot
bigger
- 3500 participants
- US vs INTL data

31. +
CREATE A CONVERSION
PATH.
CALL TO ACTION
LANDING PAGE

32. PROMOTE THROUGH YOUR
CHANNELS.

33. THE MAIN BUILD MARKETING
ASSETS
TOOLS CREATE VALUEABLE
OFFERS
OF AN
USE CONTEXT TO
INBOUND PERSONALISE
MARKETER
DATA DRIVEN

34. CONTEXT IS PERSONAL.

35. NOT ONE SIZE FITS ALL.

36. CONTEXT IS
PERSONAL,
NOT ONE SIZE FITS ALL.

37. CONTEXT MARKETING W/HUBSPOT.
Complete 360° Segmented & Dynamic Personalized
View of Contacts Personalized Email Website Calls to Action

38. THE MAIN BUILD MARKETING
ASSETS
TOOLS CREATE VALUEABLE
OFFERS
OF AN
USE CONTEXT TO
INBOUND PERSONALISE
MARKETER
DATA DRIVEN

39. Visits 25,199 KNOW HOW
YOU ARE
Prospects 7,458 PERFORMING
ACROSS THE
Opps Created 1,828
ENTIRE FUNNEL
Demos Delivered
681
Customers
248

40. Measure
daily, Evolve
Fast

41. You should be
*OBSESSED* with
data when
generating
content.

42. THIS STUFF REALLY
WORKS.

43. TRAFFIC TO HUBSPOT.COM
14000000
12000000
10000000
8000000
6000000
4000000
2000000
0
2006 2007 2008 2009 2010 2011 2012

44. TRAFFIC TO BLOG.HUBSPOT.COM
10,000,000
9,000,000
8,000,000
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
2006 2007 2008 2009 2010 2011 2012

45. 38% of those customers
doubled their lead flow in just
12 months
of customers reported
93% an increase in leads

46. Hubspot’s customer
base added
46,133,635
contacts with inbound marketing

47. INBOUND
MARKETING:
THE ART OF
NOT SUCKING.
Kieran Flanagan, Marketing Director (EME) @ HubSpot
@searchbrat kflanagan@hubspot.com