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The Rise of Inbound Marketing

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Presentation on marketing to customers in the social era and how to adapt to changing customer behaviors and demands. This presentation was given at the San Diego Software Industries Council (SDSIC) on April 22, 2011.

Publié dans : Business, Technologie

The Rise of Inbound Marketing

  1. 1. The Rise of Inbound Marketing Adapting Marketing to Changing Customer Behaviors and Demands
  2. 2. Pelin Thorogood, Principal Schulman+Thorogood Group Pelin is a new media marketer and entrepreneur, with success in both venture-backed startups and public companies. Throughout her career as a high technology executive, she has consistently been in the forefront of emerging technologies and trends, leading the go-to-market strategy for WebSideStory 's on-demand online marketing suite (acquired by Omniture/Adobe), extending Peregrine Systems' enterprise software business (acquired by HP ) into the web-based employee self service (ESS) category, and in the mid 90s, launching one the first mobile B2B applications designed for the Windows CE platform. A principal in Schulman+Thorogood Group , Pelin sits on boards and advises new media and cloud computing companies. In 2011, Pelin was named one of the “ 20 Women to Watch ” in sales lead management, and is a regular speaker and author on “Social Selling”, “Social Marketing” and related topics. She also serves as a guest lecturer and a virtual Entrepreneur-in-Residence for Cornell's Johnson Graduate School of Management . Pelin holds a Bachelor of Science in Operations Research, M.Eng and MBA degrees, all from Cornell University. Follow on Twitter: @pelint
  3. 3. Erik is a content strategist and new media marketing expert with two decades of technology communications experience for B2B and B2C markets. He has helped both pioneering start-ups and leading technology brands such as Microsoft navigate the emerging digital and social landscape. Erik started his career in journalism before joining WebSideStory (now Adobe ) as Director of Corporate Communications. He helped lead the company’s transformation from a web master tools provider to an enterprise leader. Erik later joined Microsoft as a Senior Marketing Manager, helping launch major privacy and security initiatives. In 2009, Erik joined Telcentris as Vice President of Communications. As a new media consultant, Erik has helped generate high-impact market awareness, build communities, and become more findable on the social web. Erik is a speaker and author, writing best-selling reports for MarketingProfs.com, including Twitter Success Stories and Social Media ROI Success Stories . He is also a social media columnist for the San Diego Union-Tribune . Follow on Twitter: @erikbratt Erik Bratt, Partner Schulman+Thorogood Group
  4. 4. What Will You Get From This Presentation? <ul><ul><ul><li>How Online Marketing and Social Media have changed everything… and not ! </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Understanding Customer 2.0 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Engaging Customer 2.0 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Evolution of Marketing and Marketers </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Optimizing your Marketing ROI </li></ul></ul></ul></ul></ul>
  5. 5. The Customer is Driving the Conversation <ul><li>“ … social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers.    Think about that. </li></ul><ul><li>Most of your marketing and press/analyst relations are being trumped by customers talking to customers. ”   </li></ul><ul><li> Geoffrey James </li></ul><ul><ul><ul><ul><li>BNET </li></ul></ul></ul></ul>
  6. 6. 6 Keys to Marketing Success to Customer 2.0 <ul><li>Listen before you talk </li></ul><ul><li>Engage in the conversation </li></ul><ul><li>Invest in the Content Engineer </li></ul><ul><li>Create a Virtuous Marketing Cycle </li></ul><ul><li>Build a culture of measurement </li></ul><ul><li>… .and Repeat! </li></ul>
  7. 7. Listen Before You Talk
  8. 8. Turning Social Into Sales
  9. 9. Engage in the Conversation <ul><li>Create relevant content </li></ul><ul><li>Go where your customers are </li></ul><ul><li>Empower your community managers </li></ul><ul><li>Leverage different social channels for different purposes </li></ul><ul><li>Power the community ! </li></ul>
  10. 10. Emergence of Inbound Marketing
  11. 11. Outbound v Inbound Interrupt-driven Talking Program $$ Push Business-Generated Press releases, seminars, videos, collateral Business Connections Building Websites Sales Cycle Organic / Findability-based Listening People $$ Pull User-Generated Blog posts, podcasts, LinkedIn & Facebook groups, YouTube Social Connections Building Communities Buying Cycle
  12. 12. 2011 Marketing Trends
  13. 13. Era of the Content Engineer™ <ul><li>The cost per lead for inbound marketing is 60% less than outbound marketing 1 </li></ul><ul><ul><ul><li>Investment in People-dollars </li></ul></ul></ul><ul><ul><ul><li>Investment in Program-dollars </li></ul></ul></ul><ul><li>Content Engineer = One Part Creative Director + One Part Data Analyst </li></ul><ul><ul><ul><li>Both LEFT and RIGHT Brain Required! </li></ul></ul></ul>1 IDC 2010 and Hubspot 2010
  14. 14. Relevance is Key <ul><li>Relevant content is key to findability </li></ul><ul><ul><ul><li>SEO & link-building </li></ul></ul></ul><ul><li>Relevant content is key to customer engagement, stickiness and community building </li></ul><ul><li>Relevance  Engagement  Conversion </li></ul><ul><li>Creativity w/out Conversion = ZERO </li></ul>
  15. 15. Creating a Virtuous Marketing Cycle™
  16. 16. Who’s Doing What Today? <ul><li>Reach – Whole Foods, InsideView (client) </li></ul><ul><li>Engagement - Nordstrom's </li></ul><ul><li>Content Relevance – Citrix, Open View Labs </li></ul><ul><li>Re-branding – Domino’s Pizza </li></ul><ul><li>Crisis Management –Wright County Farms, Domino’s Pizza </li></ul>
  17. 17. Keeping Marketing Honest
  18. 18. Optimizing the Lead Funnel
  19. 19. www.schulmanthorogoood.com @pelint @erikbratt @randsculman