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It's Not About You: Influence, Relationships, and Customer-Centric Growth

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As marketing shifts from advertising and outbound efforts to inbound efforts based on service, we're fast learning that self-centered-growth is expensive, laborious, and unsustainable. In her INBOUND 2014 Inbound Experts talk, Laura Fitton shows how to combine influence, relationships and customer centricity to achieve organic, sustainable, accelerating growth.

Serve others. Tell stories. Move the center

1. Influence:
- Attract & Serve
- 5 Quick tips

2. Relationships:
- Nurture and develop
- Tell your story through the stories of others

3. Customer Centric Growth
- Put the customer in the center of everything
- Only connect

Publié dans : Marketing

It's Not About You: Influence, Relationships, and Customer-Centric Growth

  1. #INBOUND14 It’s Not About YOU. Influence, Relationships and Customer-Centric Growth Laura “@Pistachio” Fitton Evangelist, HubSpot
  2. LAURA FITTON @pistachio Deeply silly. Fiercely optimistic. Makes things happen from scratch.
  3. Image: http://inay.org #INBOUND14
  4. #INBOUND14 1 Influence - Attract and Serve - 5 Quick Tips
  5. #INBOUND14 #INBOUND14 “Do what you love in the service of those who love what you do.” http://www.stevefarber.com/
  6. Influence (was) Attract attention to yourself
  7. Influence (is) Provide attention & value to others
  8. To grow ANY network… Take Good AMAZING Care of the Network You Already Have Photo: http://www.flickr.com/photos/harmishhk/
  9. Be Useful.
  10. Listen. Learn. Care. Serve.
  11. Be generous. 35 • the more you give, the more you get • build trust, credibility, & goodwill
  12. #INBOUND14
  13. Our guiding goal is delighting customers.
  14. Influence: 5 Quick Tips 1 DON’T @Tweet Me, Maybe? 2 Ask NOT What Influencers Can Do for You… 3 Don’t touch that RT button! 4 Credit Where Credit’s Due 5 Stay Classy
  15. #INBOUND14 DON’T @Tweet Me, Maybe? Are you @Spamming?
  16. #INBOUND14
  17. Ask Not What Influencers Can Do For You… (Please tell me you know the next line!?) #INBOUND14
  18. Don’t Touch That RT Button! There’s a much better way to share #INBOUND14
  19. PAY COMPLIMENTS: RT right! 1. copy/paste 2. cleanup 3. edit 4. append http://bit.ly/RTright
  20. Is actually extremely good for you #INBOUND14 Credit Where Credit’s Due
  21. for heaven’s sake, when you get mentioned, @mention the reporter who wrote it. THANK THE @REPORTER
  22. #INBOUND14 Stay Classy Support, don’t stalk
  23. #INBOUND14 Don’t cross the line between OUTREACH and STALKING!
  24. #INBOUND14 Why @Tweet When You Can @Connect? DON’T: • @Spam • Beg for attention • Ask for … a followback … a RT or share … an @mention … help …“feedback” “check out” DO: • Find their contact info • Earn attention • Give value and attention Follow RT their stuff Answer their questions Provide help Show what’s in it for their audience
  25. The Message is the Influencer. http://twitpic.com/135xa by @JKrums
  26. Image: http://inay.org #INBOUND14
  27. #INBOUND14 2 Relationships - Nurture and develop - Tell your story through the stories of others
  28. build relationships
  29. Any to Many
  30. 6.8 BILLION.
  31. Tweet Quote! “ Make the customer the hero of your story. Ann Handley Chief Content Officer MarketingProfs Image Credit: Fotographia Guerilla
  32. #INBOUND14 “The Art of Telling Someone Else’s Story” http://bit.ly/someonesstory
  33. #INBOUND14
  34. #INBOUND14
  35. #INBOUND14 http://www.hubspot.com/customers
  36. #INBOUND14
  37. #INBOUND14
  38. Image: http://inay.org #INBOUND14
  39. #INBOUND14 3 Customer Centric Growth - Put the customer in the center of everything. - Only Connect.
  40. “Bet you can’t eat just one!”
  41. “Because you’re worth it.”
  42. (you should…)
  43. (you should…)
  44. (have you…)
  45. “Melts in your mouth…” “…not in your hands”
  46. #INBOUND14
  47. #INBOUND14 “Only Connect.” - E.M. Forster
  48. #INBOUND14
  49. Image: http://inay.org #INBOUND14
  50. #INBOUND14 Thank you.
  51. Image: http://inay.org #INBOUND14 Laura Fitton @Pistachio Pistachio@HubSpot.com

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