killing it! how to crush the competition with inbound marketing
TRANSCRIPT
CRUSH YOUR COMPETITORS
with Inbound Marketing
Brian Halligan@bhalligan#KillingIt 1
I’m Brian Halligan.Nice to meet you.
@bhalliganCEO @HubSpot
#KillingIt
How to CRUSH Your Competitors
Go Inbound
Become a TOFU Titan
Master Your MOFU
Build a Killer Inbound Team
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23
44Crush the Competition!5
Go Inbound1
The Marketing Playbook
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The Marketing Playbook IS BROKEN.
CALLER ID
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Humans Are Changing
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TelemarketingDirect Mail
Email BlastsPrint/Radio Ads
PRPaid Search
VS.
SEOBlogging
Social MediaViral VideosFreemium
Trials
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VS.
9
VS.
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THE GREATEST DANGER FOR MOST OF US IS NOT THAT OUR AIM IS TOO HIGH & WE MISS IT, BUT THAT IT IS TOO LOW, & WE REACH IT.
—Michelangelo
“ “
Become a TOFU Titan
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• Blog.HubSpot.com
• YouTube.com/HubSpot
• Slideshare.com/HubSpot
• Flickr.com/HubSpot
• HubSpot.TV
Create ContentA
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LINKS ARE THE
CURRENCY OF THE
INTERNET14
OptimizeB
“100 AWESOME Marketing
Stats, Charts & Graphs” vs. “100 Charts”
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INSIGHTS.
Source: Data from the Science of Blogging - http://bit.ly/ezRm8w
analysis
advice
review
recent
best
product
tipsfacts
whytop
questions
build
soon
great
answers
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YOU.Source: Data from the Science of Blogging - http://bit.ly/ezRm8w
great
please
retweet
post
blog
social
free
media
help
please retweet
social media
10
follow
how to topblog post
check outnew blog post
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PromoteC
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CYCLE
# InfectedTimes TransmittedConversion Rate
Net New Infections
0 1 2 12
12
0.51
2 32
0.51 1
0.52
132
0.51
AVERAGE CONTENT.
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1 2 3 4 5 6 7 8 9 10 11 12 130
2
4
6
8
10
12
14
Average Content Gets Shared
13
20
CYCLE
# InfectedTimes TransmittedConversion Rate
Net New Infections
0 1 2 12
14
0.52
3 78
0.54 8
0.516
8,19116,384
0.58,192
AWESOME CONTENT.
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AWESOME Content Gets Shared MORE
1 2 3 4 5 6 7 8 9 10 11 12 130
1000
2000
3000
4000
5000
6000
7000
8000
9000
8,191
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1 2 3 4 5 6 7 8 9 10 11 12 130
1000
2000
3000
4000
5000
6000
7000
8000
9000 VS. 13 8,191
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EITHER WRITE SOMETHING WORTH READING OR DO SOMETHING WORTH WRITING.
—Benjamin Franklin
“ “
MasterYourMOFU3
WHAT DO THESE COMPANIES HAVE IN COMMON?
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$92B
$50B
$8B
$10B
$150B
$12B
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Usage & ConversionA
Usage
Better Conversion
Better Personalization
Better Value
More
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Users & ConversionB
UsersBetter Personalization
Better ValueBetter Conversion
More
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31
32
33
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SEGMENTATION
Web
Mobile
PERSONALIZATION
Page Visits
f+ Facebook Follow
Blog Sub
Webinar
USER ACTIVITY
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Purchase Hx $
Visitor
%
NO
YOUR NAME
YOUR COMPANY
YOUR WEBSITE
Join our Community!
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User
%
YES
Activity from Your Network:• Item A• Item B• Item C
Webinars You Missed:• Webinar 1• Webinar 2• Webinar 3
Welcome back, Brian!
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Customer
%
PERSONALIZED
Activity from Your Network:• Item A• Item B• Item C
Webinars You Missed:• Webinar 1• Webinar 2• Webinar 3
Welcome back, Brian!
You’ll love these blog articles:
Item AItem BItem C
Elite
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IF I HAVE SEEN A LITTLE FURTHER IT IS BY STANDING ON THE SHOULDERS OF GIANTS.
—Isaac Newton
“ “
Build a Killer Inbound Marketing Team4
The Press Release Hire
Push
Rent
Interrupt
Outbound
41
DARC
DigitalAnalyticalReachContent Creator
43
@mvolpe
TOFU
MOFU OTHER
The New Org Chart
Empower EVERYONE.
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MEASURE OFTEN. EVOLVE FAST. 45
Write like a human,not a marketer.
46
TOFU
MOFU
47
DON’T DIP YOUR TOE IN
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JUMP IN ALL THE
WAY 49
CRUSHtheCompetition5
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Sell more like . Market more like
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Get a Free Inbound Marketing Assessment
Moscone North 1416131 305
Moscone WestLevel 2, Alcove 2
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P.S. Free Unicorns!
Hubspot.com/freeunicorns
Thank You.
Brian Halligan@bhalligan#KillingIt
