Mobile connectivity has fundamentally changed the way people access information and make purchase decisions. Learn how customer-focused inbound marketing can help you make customers that will last a lifetime. Presented during a continued education series for business and marketing professionals hosted by Vincennes University in March 2013.

1. customer experience and
INBOUND
MARKETING
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2. TRADITIONAL PURCHASE JOURNEY
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Source: ExactTarget

3. TRADITIONAL PURCHASE JOURNEY
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Source: ExactTarget

4. TRADITIONAL PURCHASE JOURNEY
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Source: ExactTarget

5. TRADITIONAL PURCHASE JOURNEY
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Source: ExactTarget

6. THE CUSTOMER JOURNEY
HAS CHANGED FOREVER
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7. NEW PURCHASE JOURNEY
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Source: ExactTarget

8. NEW PURCHASE JOURNEY
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Source: ExactTarget

9. NEW PURCHASE JOURNEY
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Source: ExactTarget

10. “ Many Americans begin their purchasing
experience by doing online research to
compare prices, quality and the reviews of
other shoppers. Even if they end up making
their purchase in a store, they start fact-
finding and decision-making on the Internet.
— Jim Jansen
Pew Research Center’s Internet & American Life Project
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11. 10.3 BILLION SEARCHES
ON GOOGLE EACH MONTH
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12. THE AVERAGE INTERNET
USER VIEWS MORE THAN
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2,750 PAGES MONTHLY

13. 79% OF ONLINE SHOPPERS
SPEND 50% OF THEIR TIME
RESEARCHING PRODUCTS
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14. THE INTERNET & MOBILE DEVICES HAVE
FUNDAMENTALLY CHANGED THE WAY PEOPLE . . .
FIND
SHOP
SHARE
CONNECT
DISCOVER
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15. FOR DECADES, MARKETING
FOCUSED ON PUSHING OUT
COMPANY-CENTRIC
MESSAGES
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16. @AMYL_BISHOP

17. BUT TODAY . . . . . .
86%
SKIP TV ADS
200MILL
DO NOT
44% CALL
DIRECT MAIL
NOT OPENED
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Source: HubSpot

18. LET’S STOP INTERRUPTING WHAT
PEOPLE ARE INTERESTED IN AND
INSTEAD BE WHAT PEOPLE ARE
INTERESTED IN
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19. INBOUND
MARKETING
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20. INBOUND MARKETING AIMS
TO ATTRACT CUSTOMERS IN
VARIOUS LIFECYCLE STAGES
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21. FOCUS ON EARNING
PEOPLE’S INTEREST &
TRUST. NOT BUYING IT.
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22. “ If you sell something you make a customer
today. If you help someone you make a
customer for life.
— Jay Baer
Author of Youtility
Founder Convince & Convert
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23. DELIVER USEFUL CONTENT THAT
CUSTOMERS NEED AT THE PRECISE
MOMENT THEY ARE SEEKING IT
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24. NB OU ND
W D OE SI K?
HO ING W OR
MA RK ET
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25. #1 GET FOUND BY NEW PEOPLE
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26. #1 GET FOUND BY NEW PEOPLE
our online
Bui ld y ce
presen
c ont ent
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27. HOW-TOS
NEWS RELEASES
BLOGS
PHOTOS
EBOOKS
PODCASTS
PRESENTATIONS
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28. OPTIMIZE CONTENT FOR
SEARCH & SOCIAL
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29. BLOGGING ADVANTAGES
55% more website visitors
79% more twitter followers
88% more leads per month for B2C companies
67% more leads per month for B2B companies
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Source: HubSpot

30. FIND TOPICS & KEYWORDS
YOU CAN OWN
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31. #2 CONVERT NEW VISITORS TO LEADS
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32. #2 CONVERT NEW VISITORS TO LEADS
da nd
a rg ete tion
Us et to ac
tc alls
relevan
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33. DEFINE & FOCUS ON ONE
CALL TO ACTION FOR EACH
PIECE OF CONTENT
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34. CAPTURE LEADS FOR PEOPLE
WHO USE YOUR RESOURCES,
TARGET & HELP THEM
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35. #3 ANALYZE PERFORMANCE
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36. #3 ANALYZE PERFORMANCE
sta ge
ea ch
Me asure nd
rs ale sa
of you roc ess
etingp
m ark
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37. INU TES
AKE 5M ics and
T
orm top
Br ain st pos ts,
fo rb log
am es hic s,
n fog rap
vid eos , in
’s etc.
h ow -to
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38. Research & videos courtesy of:
ExactTarget
HubSpot
Google ZMOT
Convince & Convert
Pew Research Center
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39. AMY BISHOP
www.amylbishop.com
amybishop822@gmail.com
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