![Page 1: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/1.jpg)
Roadmap Marketing 2013
2013 Transforming Old Skool into Inbound in... 18 MonthsModern marketing approach, different skills, different play, new cards
Rolf VisserAmsterdamJuly 2012
Vice President Global Marketing Strategy & Tactics
![Page 2: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/2.jpg)
Roadmap Marketing 2013
2013 Business TransformationEmbrace inbound and content marketing as a strategy and a culture. Inbound marketing is any marketing tactic that relies on earning people’s interest instead of buying it.
![Page 3: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/3.jpg)
Roadmap Marketing 2013
2013 Business Model
![Page 4: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/4.jpg)
Roadmap Marketing 2013
2013 Business AlignmentModern marketing approach, different skills, different play, new cards
![Page 5: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/5.jpg)
Roadmap Marketing 2013
2013 Primary Audience
![Page 6: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/6.jpg)
Roadmap Marketing 2013
White PapersCase Studies & TestimonialsCountry Fact SheetsVODcasts
2013 Regional Alignment
![Page 7: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/7.jpg)
Roadmap Marketing 2013
Search rules…. Start Listening!
![Page 8: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/8.jpg)
Roadmap Marketing 2013
Content 4 ‘Sharing’, ‘Being Found’, ‘Authority’ and ‘Business Success’!
![Page 9: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/9.jpg)
Roadmap Marketing 2013
Communication Shift – Been there….
![Page 10: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/10.jpg)
Roadmap Marketing 2013
Experience, Exchange, Evangelism...
![Page 11: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/11.jpg)
Roadmap Marketing 2013
Need To Share AttitudeThis shift in attitude is characterized as a move from a “push-based” information flow to a “pull-based” flow.
![Page 12: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/12.jpg)
Roadmap Marketing 2013
Happening for a ReasonSeed the network with content that gives the users a reason to join the network when invited
![Page 13: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/13.jpg)
Roadmap Marketing 2013
Video Rules
![Page 14: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/14.jpg)
Roadmap Marketing 2013
Make Search Engines Love You!
![Page 15: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/15.jpg)
Roadmap Marketing 2013
We’ll be the new group on Tour ;o)
![Page 16: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/16.jpg)
Roadmap Marketing 2013
In Asia, Mainstream Doesn't WorkLanguage, Culture, Relationships, Trust , Continuity and Experience…Search versus Offline Meetings.
![Page 17: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/17.jpg)
Roadmap Marketing 2013
LatAm, Mainstream Doesn't WorkLanguage, Culture, Integrate Online Programs to coordinate and encourage Offline Meetings.
![Page 18: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/18.jpg)
Roadmap Marketing 2013
MEA, Mainstream Doesn't WorkLanguage, Culture, Integrate Online Programs to coordinate and encourage Offline Meetings.
![Page 19: Transforming Old Skool into Inbound Marketing](https://reader033.vdocuments.mx/reader033/viewer/2022060118/558926b0d8b42abc2f8b46bb/html5/thumbnails/19.jpg)
Roadmap Marketing 2013
Mainstream, so Dated….What about