bringing customers to you with inbound marketing
DESCRIPTION
This presentation, originally presented at the Photonics West 2014 conference, shows marketing and product managers in the optics & photonics industry how to adapt their marketing tactics to engage new customers.TRANSCRIPT
Bringing Customers to Youwith Inbound Marketing
Michele Nichols
Agenda
Introduction Your goals/questions What is inbound? Changes needed Where do leads come from? Getting started
Michele Nichols President / Principal
Now You: Introduce yourself, company,
30-second “elevator pitch”
Introductions
Show of Hands
How many of you already practice inbound marketing? Who’s on the hook this year for more leads?− Better leads?
Whose customers primarily find you – on the web? Spend more on the web than advertising & tradeshows?
What is Inbound Marketing?
Quality content that pulls in prospects At point of interest/need Focused on customer’s needs, language, interest & timing
ATTRACT CONVERT CLOSE DELIGHT
Strangers Visitors Leads Customers Promoters
Is Outbound Toast?
Tradeshows & events Advertising Direct mail Purchased lists Cold calling SEM, or PPC
Blogging Social media Web forums, interactive
tools White papers Articles PR SEO
Outbound Inbound
Change Required
The Funnel – Buyer Behavior is Changing
Via Forrester Research
Has Changed
Where Do Leads Come From?
ATTRACT CONVERT CLOSE DELIGHT
Strangers Visitors Leads Customers Promoters
Investment
Mindset Shift Required
Time & money: 10hrs/week minimum
Experimentation Willingness to try something new; measure & respond
Openness Share valuable content2-way conversation opens risk of comment/criticism
Alignment Change how marketing and sales work together
Time to ROI
2.7x Traffic
30.4x Leads
Expectations
First traffic then leads
Activity = ROI
Pick up the phone
It’s a long game
Get Started
Free Marketing Assessment for attendees− Input: Some prep and info from you; our research and toolkit−Output: Score, actions to drive up effectiveness−Value: $3500
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