What is inbound, why is it powerful, and what are the key components to implement for your business. Presentation from the Inbound Marketing Bootcamp - May 21, 2014 - Neenah, WI.

1. The Inbound Revolution:
Past, Present, and Future
Ellie Mirman

3. Why ?inbound

4. Remember when your mom
used to tell you as a child that
“it’s inconsiderate and rude
to interrupt someone?”
TWISTEDSIFTER.FILES.WORDPRESS.COM

5. That’s what traditional marketing & sales
were all about.

6. Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
TRADITIONAL

7. The way we live has changed.

8. The old marketing
86%
skip TV ads
91%
unsubscribe
from email
200M
on the
Do Not Call list
44%
of direct mail is
never opened
BROKEN.
playbook is

9. The customer is in control.

10. NO ONE WAKES UP
AND SAYS:
“I want to see an ad.”

11. SO WHY DO MARKETERS
WAKE UP AND SAY:
“Let’s make an ad”?

12. of business decision-makers
prefer to get company
information in a series of
articles versus an advertisement.
80%

13. In order to attract customers, marketers
have to provide them with something
they will love.

14. marketing
people
Inbound
love.

15. Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
SEO
Blogging
Attraction
Customer - Centric
INBOUND
vs.
TRADITIONAL

16. So what is inbound all about?
FLICKR USER WORLDBANK

17. Inbound Marketing
is a holistic, data-driven approach
to marketing that attracts
individuals to your company and
converts them into lasting
customers.

19. The inbound
CONTENT.
playbook is based on
Blogs Interactive
Tools
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks

20. The inbound
CONTEXT.
playbook leverages

21. The inbound
CHANNELS.
playbook cuts across
Website,
Landing
Pages
Calls-to-
Action
BlogsSearch
Engines
Social
Media
Email &
Nurturing

22. The inbound
FUNNEL.
playbook applies to the whole

23. The Inbound Evolution

24. SEO + BLOG
SOCIAL MEDIA
EMAIL
MOBILE
LANDING PAGES
CTAS
INBOUND SALES
INBOUND SERVICE
PERSONALIZED CONTENT

25. It all comes down
to one thing.

26. The customer.

27. CUSTOMER.
Inbound Marketing starts with the

29. Start with your persona, not your product
Build content creation into your routine
Measure everything
3 Keys to Keep Up with
the Inbound (R)Evolution

30. START WITH YOUR PERSONA,
NOT YOUR PRODUCT

31. Who are you trying to attract?

32. Semi-fictional representations of your ideal customer based on real data
and some select educated speculation about customer demographics,
behavior patterns, motivations, and goals.
BUYER PERSONAS

33. PERSONA NAMEBACKGROUND:
• Basic details about persona’s role, key information about the persona’s company
• Relevant background info
DEMOGRAPHICS:
• Gender, age range, HH Income (consider a spouse’s income, if relevant)
IDENTIFIERS:
• Buzz words & mannerisms
GOALS:
• Persona’s primary & secondary goal
CHALLENGES:
• Primary and secondary challenge to persona’s success
HOW WE HELP:
• How you solve your persona’s challenges & help achieve their goals
COMMON OBJECTIONS:
• ID the most common objections your persona will raise during the sales process
REAL QUOTES:
• Include a few real quotes (taken during interviews) that well represent your persona to make it easier employees to relate
to/understand to them.

34. PERSONAS DRIVE…
Content creation
Content distribution channels
Sales process
Product development
Customer service
… everything
… across all departments

35. BUILD CONTENT CREATION
INTO YOUR ROUTINE

36. Content is everywhere.
FLICKR USER DEMANDAI

37. • Turn emails into blog posts
• Shoot videos at events
• Answer questions from social media in a blog post
• Interview customers for your blog or ebooks
• Repurpose company data for public reports
• Share presentations from events
• Share lessons you learn
Get into a content creation mindset

38. Content fuels inbound marketing
Content
Search
engine
optimization
Social media
Landing page
offers
Email
marketing &
nurturing

39. MEASURE EVERYTHING

40. Pick the metrics
you care about
the most.

41. Measure progress
towards these metrics
at a high level.

42. Measure progress
towards these metrics
at a micro (project) level.

43. Example: inbound leads
Monthly Inbound Leads
Goal: 20,000
Ebook Campaign Leads
Goal: 7,500

44. • Measure progress against goals
• Decide what to cut
• Decide what to scale
• Resolve conflicts
• Find new opportunities
• Communicate value across the company
Use data to…

45. Inbound Results

50. What are you for?waiting

51. • Are you answering your persona’s questions on your website?
• Do your potential customers have a reason to give you their
information?
• How will people find you? What will they find? Is there a path to
conversion from that content?
• What metrics are you trying to drive? What’s working to support your
goals?

52. LET’S GO!

53. THANK YOU.
ellie@hubspot.com
twitter.com/ellieeille
linkedin.com/in/elliemirman