The Rise of Inbound Marketing

Adapting Marketing to Changing Customer Behaviors and Demands

Pelin Thorogood, Principal Schulman+Thorogood Group

Pelin is a new media marketer and entrepreneur, with success in both venture-backed startups and public companies. Throughout her career as a high technology executive, she has consistently been in the forefront of emerging technologies and trends, leading the go-to-market strategy for WebSideStory's on-demand online marketing suite (acquired by Omniture/Adobe), extending Peregrine Systems' enterprise software business (acquired by HP) into the web-based employee self service (ESS) category, and in the mid 90s, launching one the first mobile B2B applications designed for the Windows CE platform.

A principal in Schulman+Thorogood Group, Pelin sits on boards and advises new media and cloud computing companies. In 2011, Pelin was named one of the “20 Women to Watch” in sales lead management, and is a regular speaker and author on “Social Selling”, “Social Marketing” and related topics. She also serves as a guest lecturer and a virtual Entrepreneur-in-Residence for Cornell's Johnson Graduate School of Management. Pelin holds a Bachelor of Science in Operations Research, M.Eng and MBA degrees, all from Cornell University.

Follow on Twitter: @pelint

Erik is a content strategist and new media marketing expert with two decades of technology communications experience for B2B and B2C markets. He has helped both pioneering start-ups and leading technology brands such as Microsoft navigate the emerging digital and social landscape. Erik started his career in journalism before joining WebSideStory (now Adobe) as Director of Corporate Communications. He helped lead the company’s transformation from a web master tools provider to an enterprise leader. Erik later joined Microsoft as a Senior Marketing Manager, helping launch major privacy and security initiatives. In 2009, Erik joined Telcentris as Vice President of Communications.

As a new media consultant, Erik has helped generate high-impact market awareness, build communities, and become more findable on the social web. Erik is a speaker and author, writing best-selling reports for MarketingProfs.com, including Twitter Success Stories and Social Media ROI Success Stories. He is also a social media columnist for the San Diego Union-Tribune.

Follow on Twitter: @erikbratt

Erik Bratt, PartnerSchulman+Thorogood Group

What Will You Get From This Presentation?

How Online Marketing and Social Media have changed everything… and not!

Understanding Customer 2.0

Engaging Customer 2.0

Evolution of Marketing and Marketers

Optimizing your Marketing ROI

The Customer is Driving the Conversation

“…social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers. Think about that.

Most of your marketing and press/analyst relations are being trumped by customers talking to customers. ”

Geoffrey James BNET

6 Keys to Marketing Success to Customer 2.0

Listen before you talk

Engage in the conversation

Invest in the Content Engineer

Create a Virtuous Marketing Cycle

Build a culture of measurement

….and Repeat!

Listen Before You Talk

Turning Social Into Sales

Engage in the Conversation

Create relevant content

Go where your customers are

Empower your community managers

Leverage different social channels for different purposes

Power the community!

Emergence of Inbound Marketing

Outbound v Inbound Interrupt-driven

TalkingProgram $$

PushBusiness-Generated

Press releases, seminars, videos, collateral

Business Connections Building Websites

Sales Cycle

Organic / Findability-basedListeningPeople $$ PullUser-GeneratedBlog posts, podcasts, LinkedIn & Facebook groups, YouTubeSocial ConnectionsBuilding CommunitiesBuying Cycle

11

2011 Marketing Trends

Era of the Content Engineer™

The cost per lead for inbound marketing is 60% less than outbound marketing1

Investment in People-dollars Investment in Program-dollars

Content Engineer = One Part Creative Director + One Part Data Analyst

Both LEFT and RIGHT Brain Required!

1 IDC 2010 and Hubspot 2010

Relevance is Key

Relevant content is key to findability SEO & link-building

Relevant content is key to customer engagement, stickiness and community building

Relevance Engagement Conversion

Creativity w/out Conversion = ZERO

Creating a Virtuous Marketing Cycle™

Who’s Doing What Today?

Reach – Whole Foods, InsideView (client)

Engagement - Nordstrom's

Content Relevance – Citrix, Open View Labs

Re-branding – Domino’s Pizza

Crisis Management –Wright County Farms, Domino’s Pizza

Keeping Marketing Honest

Optimizing the Lead Funnel

www.schulmanthorogoood.com

@pelint @erikbratt@randsculman