toronto hug digital marketing in an inbound world
TRANSCRIPT
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Digital Marketing in anInbound World.(What’s your score?)
#TorontoHUG
Steve HaaseSenior Marketing Consultant@HubSpot @SteveHaase
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SteveHaase
Inbound Marketing Consultant, HubSpot eCommerce Team
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AGENDA
1 What Is Inbound Marketing?
2 How to Do it.
3 Your Score.
4 Final Thought.
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1 WHAT IS INBOUND MARKETING?
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Marketingpeople
Inbound
love#TorontoHUG
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#TorontoHUG
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MARKETING HAS A lovability PROBLEM.
Stockbrokers LawyersCar Salesman Lobbyists
Marketers
Less Lovable More Lovable
#TorontoHUG
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PEOPLE USED TO LOVE ME…Q: right?
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WHAT HAPPENED?
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A:WE HAVE CHANGED.
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The way we live has changed.
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Hours Worked
ThenNow
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Office
ThenNow
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Internet
ThenNow
?
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Learn About Products
ThenNow
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Buying Process
ThenNow
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The old marketing
86% skip TV ads
91% unsubscribefrom email
200Mon the
Do Not Call list
44% of direct mail is never opened
BROKEN.playbook is
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NO ONE WAKES UP AND SAYS:
“I want to see an ad.”
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SO WHY DO MARKETERS WAKE UP AND SAY:
“Let’s make an ad”?
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In order to attract customers, marketers have to provide them with something they will love.
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Cold Calling Cold Emails (Spam)
Interruptive AdsMarketer - Centric
SocialBloggingInteractive ExperiencesCustomer - Centric
INBOUNDTRADITIONAL
vs.
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2 HOW TO DO IT.
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7 Benefits.
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Spend Less
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Spend Less
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Spend Less
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Be Relevant
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Move Fast
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Move Fast
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Move Fast
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Mine the Data
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Add Value
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Personalize
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Be Human
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“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” ― Maya Angelou
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7 Activities. • Spend less
• Be relevant
• Move fast
• Mine the data
• Add value
• Personalize
• Be human
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3 YOUR SCORE.
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How AreYou Doing?
• Spend less
• Be relevant
• Move fast
• Mine the data
• Add value
• Personalize
• Be human
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Scale
• 30 - 35 = Beast Mode
• 22 - 29 = Cautiously Excellent
• 16 - 21 = Pretty Okay
• < 15 = Outbound Marketer
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4 FINAL THOUGHT.
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Culture
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“Culture is the tectonic movement of your business. It happens deep below the surface… and it influences everything.”
@SteveHaase
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HUMBLEEFFECTIVEADAPTABLEREMARKABLETRANSPARENT
CultureCode.com
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Thank You!
Review for examples at bit.ly/TorontoHUGor blog.hubspot.com/ecommerce
And be sure to join the inbound discussion online by following @HubSpot and @SteveHaase