killing it! how to crush the competition with inbound marketing

CRUSH YOUR COMPETITORS

with Inbound Marketing

Brian Halligan@bhalligan#KillingIt 1

I’m Brian Halligan.Nice to meet you.

@bhalliganCEO @HubSpot

#KillingIt

How to CRUSH Your Competitors

Go Inbound

Become a TOFU Titan

Master Your MOFU

Build a Killer Inbound Team

1

23

44Crush the Competition!5

Go Inbound1

The Marketing Playbook

5

The Marketing Playbook IS BROKEN.

CALLER ID

6

Humans Are Changing

7

TelemarketingDirect Mail

Email BlastsPrint/Radio Ads

PRPaid Search

Email

VS.

SEOBlogging

Social MediaViral VideosFreemium

Trials

8

VS.

9

VS.

10

THE GREATEST DANGER FOR MOST OF US IS NOT THAT OUR AIM IS TOO HIGH & WE MISS IT, BUT THAT IT IS TOO LOW, & WE REACH IT.

—Michelangelo

“ “

Become a TOFU Titan

2

• Blog.HubSpot.com

• YouTube.com/HubSpot

• Slideshare.com/HubSpot

• Flickr.com/HubSpot

• HubSpot.TV

Create ContentA

13

LINKS ARE THE

CURRENCY OF THE

INTERNET14

OptimizeB

“100 AWESOME Marketing

Stats, Charts & Graphs” vs. “100 Charts”

15

INSIGHTS.

Source: Data from the Science of Blogging - http://bit.ly/ezRm8w

analysis

advice

review

recent

best

product

tipsfacts

whytop

questions

build

soon

great

answers

16

YOU.Source: Data from the Science of Blogging - http://bit.ly/ezRm8w

great

please

retweet

post

blog

social

free

media

help

please retweet

social media

10

follow

how to topblog post

check outnew blog post

twitter

17

PromoteC

18

CYCLE

# InfectedTimes TransmittedConversion Rate

Net New Infections

0 1 2 12

12

0.51

2 32

0.51 1

0.52

132

0.51

AVERAGE CONTENT.

19

1 2 3 4 5 6 7 8 9 10 11 12 130

2

4

6

8

10

12

14

Average Content Gets Shared

13

20

CYCLE

# InfectedTimes TransmittedConversion Rate

Net New Infections

0 1 2 12

14

0.52

3 78

0.54 8

0.516

8,19116,384

0.58,192

AWESOME CONTENT.

21

AWESOME Content Gets Shared MORE

1 2 3 4 5 6 7 8 9 10 11 12 130

1000

2000

3000

4000

5000

6000

7000

8000

9000

8,191

22

1 2 3 4 5 6 7 8 9 10 11 12 130

1000

2000

3000

4000

5000

6000

7000

8000

9000 VS. 13 8,191

23

EITHER WRITE SOMETHING WORTH READING OR DO SOMETHING WORTH WRITING.

—Benjamin Franklin

“ “

MasterYourMOFU3

WHAT DO THESE COMPANIES HAVE IN COMMON?

26

$92B

$50B

$8B

$10B

$150B

$12B

27

Usage & ConversionA

Usage

Better Conversion

Better Personalization

Better Value

More

28

Users & ConversionB

UsersBetter Personalization

Better ValueBetter Conversion

More

29

30

31

32

33

34

SEGMENTATION

Web

Email

Mobile

PERSONALIZATION

Page Visits

f+ Facebook Follow

Blog Sub

Webinar

USER ACTIVITY

35

Purchase Hx $

Visitor

%

NO

YOUR NAME

YOUR COMPANY

YOUR WEBSITE

Join our Community!

36

User

%

YES

Activity from Your Network:• Item A• Item B• Item C

Webinars You Missed:• Webinar 1• Webinar 2• Webinar 3

Welcome back, Brian!

37

Customer

%

PERSONALIZED

Activity from Your Network:• Item A• Item B• Item C

Webinars You Missed:• Webinar 1• Webinar 2• Webinar 3

Welcome back, Brian!

You’ll love these blog articles:

Item AItem BItem C

Elite

38

IF I HAVE SEEN A LITTLE FURTHER IT IS BY STANDING ON THE SHOULDERS OF GIANTS.

—Isaac Newton

“ “

Build a Killer Inbound Marketing Team4

The Press Release Hire

Push

Rent

Interrupt

Outbound

41

DARC

DigitalAnalyticalReachContent Creator

43

@mvolpe

TOFU

MOFU OTHER

The New Org Chart

Empower EVERYONE.

44

MEASURE OFTEN. EVOLVE FAST. 45

Write like a human,not a marketer.

46

TOFU

MOFU

47

DON’T DIP YOUR TOE IN

48

JUMP IN ALL THE

WAY 49

CRUSHtheCompetition5

51

52

53

54

55

Sell more like . Market more like

.56

Get a Free Inbound Marketing Assessment

Moscone North 1416131 305

Moscone WestLevel 2, Alcove 2

57

P.S. Free Unicorns!

Hubspot.com/freeunicorns

Thank You.

Brian Halligan@bhalligan#KillingIt