rethinking your marketing strategy
TRANSCRIPT
R Thi ki M k tiRe‐Thinking MarketingJune 4, 20082PM Eastern
Brian HalliganCEOCEOHubSpot
Re‐Thinking Marketing
Inbound v Outbound MarketingInbound v Outbound Marketing
Rethinking Your Website
The Snowball Effect
Internet Industrial StrategyInternet Industrial Strategy
Inbound v Outbound MarketingInbound v Outbound Marketing
marketing hasn’t changed much
Shopping has changed a lot…
Slide 13
Shopping Has Transformed…Has Marketing?
Outbound Marketing ‐ Interruption• Inside Sales• Email Blasts
Inbound Marketing ‐ Permission• SEO• Pay Per Click
• Telemarketing• Tradeshows• Seminars
• Blogging / Blogosphere• Social Media / Buzz• Targeted Landing Pages
• Trade Rag Ads• TV – Radio Ads
g g g• Lead Intelligence• A/B Testing
rethinking the website conceptrethinking the website concept
remark‐able?
Publisher + Marketer = Success
return on assets
Internet Snowball EffectInternet Snowball Effect
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
( )(content)
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
(visitors)
( )(content)
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
(visitors)
( )
(keywords & seo)multi-sensor enrollment, digital persona
(content)
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
(visitors)
( )
(keywords & seo)multi-sensor enrollment, digital persona
(content)
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
(visitors)
( )
multi-sensor enrollment, digital personawebsite
websitewebsite
(keywords & seo)
(content)websitewebsite
website(the web)website
website
website
website
website
website website
(the web)
website
websitewebsite
websitewebsite
website
websitewebsitewebsite
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
(visitors)
( )
multi-sensor enrollment, digital personawebsite
websitewebsite
(keywords & seo)
(links)(content)
websitewebsite
website(the web)
(links)
website
website
website
website
website
website website
(the web)
website
websitewebsite
websitewebsite
website
websitewebsitewebsite
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
(visitors)
( )
multi-sensor enrollment, digital personawebsite
websitewebsite
(keywords & seo)
(links)(content)
websitewebsite
website(the web)
(links)
website
website
website
website
website
website website
(the web)
website
websitewebsite
websitewebsite
website
websitewebsitewebsite
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
(visitors)
( )
multi-sensor enrollment, digital personawebsite
websitewebsite
(keywords & seo)
(links)(content)
websitewebsite
website(the web)
(links)
website
website
website
website
website
website website
(the web)
website
websitewebsite
websitewebsite
website
websitewebsitewebsite
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
(visitors)
( )
multi-sensor enrollment, digital personawebsite
websitewebsite
(keywords & seo)
(links)(content)
websitewebsite
website(the web)
(links)
website
website
website
website
website
website website
(the web)
website
websitewebsite
websitewebsite
website
websitewebsitewebsite
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
(visitors)
( )
multi-sensor enrollment, digital personawebsite
websitewebsite
(keywords & seo)
(links)(content)
websitewebsite
website(the web)
(links)
website
website
website
website
website
website website
(the web)
website(offer)
websitewebsite
websitewebsite
website
websitewebsitewebsite
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
(visitors)
( )
multi-sensor enrollment, digital personawebsite
websitewebsite
(keywords & seo)
(links)(content)
websitewebsite
website(the web)
(links)
website
website
website
website
website
website website
(the web)
website(offer)
(crm)website
websitewebsite
website
website
websitewebsitewebsite
(lead conversion)
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
multi-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment digital personamulti sensor enrollment digital personalti ll t di it l
(visitors)g pmulti sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital persona
multi-sensor enrollment, digital persona
( )
website
websitewebsite
(keywords & seo)
(links)(content)
websitewebsite
website(the web)
(links)
website
website
website
website
website
website website
(the web)
website(offer)
(crm)website
websitewebsite
website
website
websitewebsitewebsite
(lead conversion)
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
multi-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment digital personamulti sensor enrollment digital personalti ll t di it l
(visitors)g pmulti sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital persona
multi-sensor enrollment, digital persona
( )
website
websitewebsite
(keywords & seo)
(links)(content)
websitewebsite
website(the web)
(links)
website
website
website
website
website
website website
(the web)
website(offer)
(crm)website
websitewebsite
website
website
websitewebsitewebsite
(lead conversion)
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
multi-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment digital personamulti sensor enrollment digital personalti ll t di it l
(visitors)g pmulti sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital persona
( )
website
websitewebsite(links)
multi-sensor enrollment, digital persona(keywords & seo)
(content)websitewebsite
website(the web)
(links)
website
website
website
website
website
website website
(the web)
website(offer)
(crm)website
websitewebsite
website
website
websitewebsitewebsite
(lead conversion)
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
multi-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment digital personamulti sensor enrollment digital personalti ll t di it l
(visitors)g pmulti sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital persona
( )
website
websitewebsite(links)
multi-sensor enrollment, digital persona(keywords & seo)
(content)websitewebsite
website(the web)
(links)
website
website
website
website
website
website website
(the web)
website(offer)
(crm)website
websitewebsite
website
website
websitewebsitewebsite
(lead conversion)
The Inbound Story: Organic Search
(database of intentions)triad biometrics
authentication software
multi‐sensor enrollment enterprise biometrics
multi-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment digital personamulti sensor enrollment digital personalti ll t di it l
(visitors)g pmulti sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital personamulti-sensor enrollment, digital persona
( )
website
websitewebsite(links)
multi-sensor enrollment, digital persona(keywords & seo)
(content)websitewebsite
website(the web)
(links)
website
website
website
website
website
website website
(the web)
website(offer)
(crm)website
websitewebsite
website
website
websitewebsitewebsite
(lead conversion)
The Inbound Story: Blogosphere(database of intentions)(database of intentions)
triad biometrics
authentication software
multi‐sensor enrollment
(blogosphere)
(visitors)
(blog)
website
websitewebsite
websitewebsite
website
multi-sensor enrollment, digital persona(keywords & seo)
(blog)
website
website
website
website
website
website(the web)
(content)
(crm)
website
website
website
websitewebsite websitewebsite
(offer)
websitewebsite
websitewebsite
website
websitewebsitewebsite
(lead conversion)
The Inbound Story: Blogosphere(database of intentions)(database of intentions)
triad biometrics
authentication software
multi‐sensor enrollment
(blogosphere)
(visitors)
(blog)
website
websitewebsite
websitewebsite
website
multi-sensor enrollment, digital persona(keywords & seo)
(blog)
website
website
website
website
website
website(the web)
(content)
(crm)
website
website
website
websitewebsite websitewebsite
(offer)
websitewebsite
websitewebsite
website
websitewebsitewebsite
(lead conversion)
The Inbound Story: Social MediasphereMediasphere
(social mediasphere)
(visitors)
multi-sensor enrollment, digital persona
(your site)
(blog)(social media assets)
(keywords & seo)
(content)
(blog)
websitewebsite
(links)
(crm)
(offer)website
websitewebsitewebsite
(the web)
(lead conversion)website
websitewebsite
website
website
websitewebsitewebsite
The Inbound Story: Social MediasphereMediasphere
(social mediasphere)
(visitors)
multi-sensor enrollment, digital persona
(your site)
(blog)(social media assets)
(keywords & seo)
(content)
(blog)
websitewebsite
(links)
(crm)
(offer)website
websitewebsitewebsite
(the web)
(lead conversion)website
websitewebsite
website
website
websitewebsitewebsite
Internet Industrial StrategyInternet Industrial Strategy
#1 or go home
Size Doesn’t Matter
THANK YOU!
Slide 46
Inbound Marketing SummitSeptember 8, 2008
Cambridge, MA
Seth Godin
David Meerman Scott
Lots moreLots more…
www InboundMarketingSummit comwww.InboundMarketingSummit.com