1. Inbound Marketing 101. What it is and how it impact’s your whole business

2. James Gilbert
Head of Demand Gen, HubSpot
@jatgilbert
#GHSydney

3. WHAT IS INBOUND MARKETING?
WHAT IS ITS IMPACT ON YOUR BUSINESS BEYOND MARKETING?
I have two simple objectives for today:
To explain what Inbound Marketing is
To show you why it is important and what its impact on your business beyond marketing

4. WHAT IS INBOUND MARKETING?
So what is inbound marketing

5. Over the past decade, there’s been a fundamental shift in the way companies reach their audience.
Before I explain what inbound marketing is I want to explain why it exists.

6. THEN
Brands were in control. Buyers were constantly bombarded with billboards, commercials, and cold calls trying to sell them a product.
Brands were able to force there message onto the consumer. More importantly they also controlled the information flow about there product and business.

7. NOW The customer is in control. Buyers are tuning
out loud, interruptive advertising and consuming information online.
Now the buyer is in control. In most cases there is parity of information and now the consumer has often evaluated you and your competitors before they call your sales team or walk into your store.

8. This change means the old marketing playbook is broken and to attract customers you need to embrace a new methodology.

9. At its core, inbound is about building relationships with your audience by providing them with value.
It is in this environment that an Inbound methadology prospers. Inbound is about providing your potential future customers with value.

10. vs. TRADITIONAL INBOUND Cold Calling Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
SEO
Blogging
Attraction
Customer - Centric
INBOUND
TRADITIONAL
vs.
So what does inbound look like?
Inbound is about creating value that brings your customers to you. This could be through content that helps your customers do there job a bit better, content they find entertaining. Or tools that provide them with value in there job. A great example of one of these tools and one we have had a lot of success with is website grader

11. website.grader.com
All you need to do with website grader is enter your companies URL and your address and then we will grade your website against core elements of website performance. We look at things like the security of your website, the presence of strong SEO indicators, the speed of your website and finally wether your site performs on mobile.
As you can see this is a heap of value and we provide it totally for free and the reason is yes, we want to be helpful but also what a great starting point this is for one of our sales people, we can narrow in on where your website is struggling and best show you how we can help.

12. Inbound economics
The result of this methadology is drastically cheaper leads that also convert at a higher rate. On general we have found leads to be about 61% cheaper. However a caveat to this is often that cost continues to deline over time. We have ebooks and blog posts that were created years ago that are continuing to decrease in cost as they bring in more leads year after year.
If you can put in the effort it is a much more efficient way to run your business.

13. WHAT IS THE BUSINESS IMPACT OF INBOUND MARKETING BEYOND MARKETING?
Now we have covered the concept of Inbound marketing. You can see why this approach would be extremly effective from a marketing stand point. However there is a bigger benefit that dosn’t get talked about as much. A well executed inbound strategy is phenomenal for your business.

14. We live in the one of the most interesting periods in the history of commerce.
I forget this all the time. It is so easy just to be looking ahead to the next thing but take a moment and think about that device in your pocket. It is more powerful that computers were not that long ago, you have access to the entire worlds information in your pocket, more information that a president just a decade ago. The rate of change is crazy.

15. Just because your company has survived the last 100 years doesn’t mean it will survive the next ten.
However, all this great change means business have to change at an even faster rate

16. >70% of businesses on the Fortune 1000 are new within the last decade.
The point is, one minute you are on top of the world and then very quickly you can come tumbling down.

17. On top of the world one moment, gone the next.
Can anyone remember there first phone? I can, a Nokia 3310, the battery would last at least 4/5 days, I thought it was great. In 2007 almost 1 in 4 people had a Nokia, now it is something like 8 in 100 and declining. Hands up if you have a Nokia?

18. “Inbound marketing is based on the fact that it’s more economically efficient to create an experience that attracts consumers than it is to interrupt someone else’s.”
The economics from a well executed inbound strategy continue to get better over time. HubSpot has blog posts and ebooks that were created years ago that are producing 10’s of thousands of leads year after year. As I said earlier the CAC of leads from these sources continues to shrink over time.

19. “A robust inbound marketing strategy you can insulate your business from competitors and cost pressures.”
The build up an an Inbound approach means that you will reach a point where your baseline lead or customer flow is enough to fuel a high growth bus
At HubSpot our entire marketing team could go on holiday and our sales team would get around 90% of there lead flow because of the existing assets and automation we have created. This about how phenomenal that is for your business. If someone wants to compete with you and if they wanted the same level of customer acquisition they would have to buy that audience via advertising. You have created a barrier that is very costly for your competitors to compensate for and it provides you with a significant advantage to grow your business.

20. The Old Marketing Math Model
“I’m spending a bunch of money on marketing, and I’m making more money than I’m spending
Expense
Yearly Amount
PPC
$50,000
Direct Mail send
$10,000
List rental
$6,000
How does this look? Well if you imagine you were following the old marketing playbook and purchasing the bulk of your traffic, leads and customers you might have

21. Inbound marketing creates a moat that insulates you from disruption.
Inbound marketing creates an extendable core that insulates you from disruption while enabling you to disrupt others. It’s VERY hard for someone to quickly replicate your content, authority, and the most importantly {pause} the trust you’ve built with the audience you’ve attracted.

22. THANK YOU!