FAIL FAST, FAIL CHEAP, SUCCEED FASTER

Transcription

1 FAIL FAST, FAIL CHEAP, SUCCEED FASTER 05/08/2014 Chuck Miller Managing Principal & Co-Founder The Market Element LLC

2 I have not failed. I've just found 10,000 ways that won't work. Thomas Edison

3 FAIL FAST, FAIL CHEAPLY, SUCCEED FASTER Why Inbound??? Inbound Marketing Methodology Foundational Components Inbound Strategy Map Inbound Marketing ROI Fail Fast, Fail Cheap, Succeed Faster

4 WHY INBOUND??? WHAT Based on rich, compelling and contextual content, inbound marketing leverages online channels and communities to be found and convert tomorrow s customers Pull Marketing. Push vs. Pull Marke0ng WHY Successful implementation of inbound marketing practices have been proven to increase leads, conversion rates, revenue, ROI, and overall delight customers.

5 WHY INBOUND??? Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads Source: HubSpot

6 WHY INBOUND? Inbound leads cost 61% LESS than outbound leads. Source: Search Engine Journal

7 WHY INBOUND? 30% 25% 25% Percent of marketers who indicated that X was a top marketing challenge 20% 20% 15% 16% 10% 11% 9% 8% 5% 5% 0% Proving ROI of marke0ng ac0vi0es Survey N = 3,339 Securing enough budget Controlling my technology or website Targeting content for an international audience Hiring top talent Team training Finding an executive sponsor Source: HubSpot

8 INBOUND MARKETING METHODOLOGY Along the top are the actions inbound companies use to obtain and retain new customers.

9 INBOUND MARKETING METHODOLOGY Along the bottom are the tactics inbound companies use to accomplish these actions.

10 FOUNDATIONAL COMPONENTS WEBSITE Rich, Compelling & Contextual Content Persona Focus Easy to Navigate & Purchase Blogging SEO/SEM Keywords On/Off page SEO Inbound Links Adwords Affiliate MarkeOng Social Media Stakeholder Engagement Regular and frequent posongs Not always about selling Clear, Specific and Targeted Messaging Customized & Segmented to Market Types Measurement Benchmarks KPI s ROI MarkeOng AutomaOon

11 INBOUND STRATEGY MAP [TEMPLATE] ADract Convert Close Delight Website Content 1 Content 2 Content 3 Content 4 Call To Ac0on 1 Call To Ac0on 2 Call To Ac0on 3 Call To Ac0on 4 Campaign 1 Campaign 2 Campaign 3 Campaign 4 Blog 1 Blog 2 Blog 3 Blog 4 SEM/SEO Social Media Marke0ng Call To Ac0on 1 Call To Ac0on 2 Call To Ac0on 3 Call To Ac0on 4 Keywords 1 Keywords 2 Keywords 3 Keywords 4 Content 1 Content 2 Content 3 Content 4 Call To Ac0on 1 Call To Ac0on 2 Call To Ac0on 3 Call To Ac0on 4 Content 1 Content 2 Content 3 Content 4 Call To Ac0on 1 Call To Ac0on 2 Call To Ac0on 3 Call To Ac0on 4 Workflow 1 Workflow 2 Workflow 3 Workflow 4 Segmenta0on 1 Segmenta0on 2 Segmenta0on 3 Segmenta0on 4 Measurement KPI s 1 KPI s 2 KPI s 3 KPI s 4 Report 1 Report 2 Report 3 Report 4

12 INBOUND MARKETING ROI VISITORS HubSpot customers reached 3.51x more visitors per month within 1 year. Poten0al Failure Point LEADS HubSpot customers reached 6.12x more leads per month within 1 year. Poten0al Failure Point CUSTOMERS 69% of HubSpot customers saw an increase in sales revenue. Source: HubSpot Poten0al Failure Point

13 FAIL FAST, FAIL CHEAPLY, SUCCEED FASTER Effective Implementation of Inbound Marketing will increase your odds of success, but equally important, it will help you manage failures in real-time. Manage Failure To Achieve Your Ultimate Objectives! Data Driven Marketing Decisions Systems (HubSpot, Marketo, SilverPop, Kenitco, Eloqua, etc) Processes (KPI s, Benchmark, Workflows, A/B Testing) Reporting (Real-Time Analytics) S.M.A.R.T. Campaigns & Promotions Targeted Personas Segmentation Focus Progressive Profiling Opportunities Lead Score Real-Time Adjustments ~ PLAN B, C, D. Post Mortems Are Essential Causation, Effect, and Learnings Don t Be Afraid To Fail Be Afraid Not To Try ~ Unknown

14 Thank You!