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Digital Marketing in an
Inbound World.
(What’s your score?)
#TorontoHUG
Steve Haase
Senior Marketing Consultant
@HubSpot @...
Steve

Haase
Inbound Marketing Consultant,
HubSpot eCommerce Team
AGENDA

1 What Is Inbound Marketing?
2 How to Do it.
3 Your Score.
4 Final Thought.
1

WHAT IS INBOUND
MARKETING?
Inbound

Marketing
people love
#TorontoHUG
#TorontoHUG
MARKETING HAS A lovability PROBLEM.

Car Salesman

Stockbrokers

Lobbyists

Lawyers

Marketers
Less Lovable

More Lovable
...
Q:

PEOPLE USED TO
LOVE ME…right?
WHAT
HAPPENED?
A:

WE HAVE CHANGED.
The way we live
has changed.
Hours Worked
Then

Now
Office
Then

Now
Internet
Then

?

Now
Learn About Products
Then

Now
Buying Process
Then

Now
The old marketing

playbook is

BROKEN.
86%

91%

skip TV ads

unsubscribe
from email

44%

of direct mail is
never opened...
NO ONE WAKES UP
AND SAYS:

“I want to see an ad.”
SO WHY DO MARKETERS
WAKE UP AND SAY:

“Let’s make an ad”?
In order to attract customers,
marketers have to provide them with
something they will love.
TRADITIONAL

INBOUND

vs.
Cold Calling
Cold Emails (Spam)
Interruptive Ads
Marketer - Centric

Social
Blogging
Interactive...
2

HOW TO DO IT.
7 Benefits.
Spend Less
Spend Less
Spend Less
Be Relevant
Move Fast
Move Fast
Move Fast
Mine the Data
Add Value
Personalize
Be Human
“I've learned that people will forget what
you said, people will forget what you
did, but people will never forget how
you...
7 Activities.

• Spend less
• Be relevant
• Move fast
• Mine the data

• Add value
• Personalize
• Be human
3

YOUR SCORE.
How Are
You Doing?

• Spend less
• Be relevant
• Move fast
• Mine the data

• Add value
• Personalize
• Be human
Scale
• 30 - 35 = Beast Mode

• 22 - 29 = Cautiously Excellent
• 16 - 21 = Pretty Okay
• < 15 = Outbound Marketer
4

FINAL THOUGHT.
Culture
“Culture is the tectonic
movement of your business. It
happens deep below the
surface… and it influences
everything.”
@Ste...
CultureCode.com
HUMBLE
EFFECTIVE
ADAPTABLE
REMARKABLE
TRANSPARENT
Thank You!
Review for examples at bit.ly/TorontoHUG
or blog.hubspot.com/ecommerce
And be sure to join the inbound discussi...
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
Toronto HUG Digital Marketing in an Inbound World
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Toronto HUG Digital Marketing in an Inbound World

  1. 1. Digital Marketing in an Inbound World. (What’s your score?) #TorontoHUG Steve Haase Senior Marketing Consultant @HubSpot @SteveHaase
  2. 2. Steve Haase Inbound Marketing Consultant, HubSpot eCommerce Team
  3. 3. AGENDA 1 What Is Inbound Marketing? 2 How to Do it. 3 Your Score. 4 Final Thought.
  4. 4. 1 WHAT IS INBOUND MARKETING?
  5. 5. Inbound Marketing people love #TorontoHUG
  6. 6. #TorontoHUG
  7. 7. MARKETING HAS A lovability PROBLEM. Car Salesman Stockbrokers Lobbyists Lawyers Marketers Less Lovable More Lovable #TorontoHUG
  8. 8. Q: PEOPLE USED TO LOVE ME…right?
  9. 9. WHAT HAPPENED?
  10. 10. A: WE HAVE CHANGED.
  11. 11. The way we live has changed.
  12. 12. Hours Worked Then Now
  13. 13. Office Then Now
  14. 14. Internet Then ? Now
  15. 15. Learn About Products Then Now
  16. 16. Buying Process Then Now
  17. 17. The old marketing playbook is BROKEN. 86% 91% skip TV ads unsubscribe from email 44% of direct mail is never opened 200M on the Do Not Call list
  18. 18. NO ONE WAKES UP AND SAYS: “I want to see an ad.”
  19. 19. SO WHY DO MARKETERS WAKE UP AND SAY: “Let’s make an ad”?
  20. 20. In order to attract customers, marketers have to provide them with something they will love.
  21. 21. TRADITIONAL INBOUND vs. Cold Calling Cold Emails (Spam) Interruptive Ads Marketer - Centric Social Blogging Interactive Experiences Customer - Centric
  22. 22. 2 HOW TO DO IT.
  23. 23. 7 Benefits.
  24. 24. Spend Less
  25. 25. Spend Less
  26. 26. Spend Less
  27. 27. Be Relevant
  28. 28. Move Fast
  29. 29. Move Fast
  30. 30. Move Fast
  31. 31. Mine the Data
  32. 32. Add Value
  33. 33. Personalize
  34. 34. Be Human
  35. 35. “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” ― Maya Angelou
  36. 36. 7 Activities. • Spend less • Be relevant • Move fast • Mine the data • Add value • Personalize • Be human
  37. 37. 3 YOUR SCORE.
  38. 38. How Are You Doing? • Spend less • Be relevant • Move fast • Mine the data • Add value • Personalize • Be human
  39. 39. Scale • 30 - 35 = Beast Mode • 22 - 29 = Cautiously Excellent • 16 - 21 = Pretty Okay • < 15 = Outbound Marketer
  40. 40. 4 FINAL THOUGHT.
  41. 41. Culture
  42. 42. “Culture is the tectonic movement of your business. It happens deep below the surface… and it influences everything.” @SteveHaase
  43. 43. CultureCode.com HUMBLE EFFECTIVE ADAPTABLE REMARKABLE TRANSPARENT
  44. 44. Thank You! Review for examples at bit.ly/TorontoHUG or blog.hubspot.com/ecommerce And be sure to join the inbound discussion online by following @HubSpot and @SteveHaase

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