Phil Harrell of HubSpot spoke at the Westchester Digital Summit on the shift towards Inbound Marketing and how it is replacing traditional forms of marketing. In order to be successful in today's world, a business must utilize the Internet and combine Sales + Marketing to create ads and marketing that people will love.

1. All-in-One Marketing
Software!
Search Engine
Optimization
Blogging & Social
Media
Lead Generation
Email &
Automation
Marketing
Analytics
Lead
Management

2. 280,000
Twitter
Followers
Top10
Blog
8,500
Customers
70K
Inbound
Leads/Mo
@pjharrell
VP Enteprise @HubSpot

3. IT’S A GREAT TIME TO BE
A MARKETER

4. By 2017, Gartner predicts that CMOs
will outspend CIOs on IT.

5. INBOUND MARKETING
OVERTAKES
OUTBOUND1!

6. 6
86%skip TV ads
200mSay DO NOT
CALL
44%of direct mail
is never
opened

7. The Internet has fundamentally
changed the way people find,
discover, share, shop, &
connect.
FACT:

8. CONTROL
IS OVER.

9. MAKE MARKETING
PEOPLE LOVE.

10. INBOUND MARKETING TENANTS
1
2
3
4
Content Creation
Lifecycle Marketing
Personalization
Multi-channel
Analytics5

11. INBOUND
MARKETING
OUTBOUND
MARKETINGVS.
+ +

12. Inbound marketing costs 61% LESS
per lead than traditional, outbound marketing.
INBOUND:
AVG COST/LEAD: $135
OUTBOUND:
AVG COST/LEAD: $346

13. Inbound converts leads into customers
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

14. KEY TAKEAWAY
Start adopting Inbound
marketing principles

15. 2!
MARKETING
ACCOUNTABLE FOR
REVENUE GENERATION

16. 73%of executives don’t believe
that marketing drives
demand or revenue.
Source: Fournaise Marketing Group study

17. 87%of the terms sales &
marketing use to describe
each other are negative.
Source: Corporate Executive Board survey, http://bit.ly/wQCz4b

18. SALES MARKETING
Source: Corporate Executive Board http://bit.ly/wQCz4b
“simple-minded”
“cowboys”
“incompetent”
“paper pushers”
“academics”
“irrelevant”
#SMARKETING

19. Marketing Sales
PROBLEMS
• Duplicate leads
• Limited lead info
• No feedback from sales
• No ROI Measurement
TRADITIONAL MARKETING

20. Sales + Marketing =
SMARKETING

21. 1
2
3
Set up closed-loop reporting
Agree on terminology
Implement an SLA
BEFORE YOU BEGIN SMARKETING

22. SET UP CLOSED-LOOP MARKETING
Marketing Sales
• de-duplicate leads
• import to CRM
• lead intelligence
• contact info & status updates
• closed loop data to analyze

23. SET UP CLOSED-LOOP CRM INTEGRATION

24. AGREE ON TERMINOLOGY
• Visitors
• Leads / Inquiries
• Marketing Qualified Leads
• Sales Qualified Leads
• Opportunities
• Customers

25. SLAs GO BOTH WAYS
Marketing to Sales
• Number and quality of leads required to hit
company revenue goals
Sales to Marketing
• Speed and depth of lead follow-up that
makes economic sense

26. COMPUTING
THE MARKETING SLA
MQL Type Average
Revenue /
Customer
MQL to
Customer
Close %
Value per MQL
Whitepaper $160,000 1.0% $1,600
Webinar $100,000 1.5% $3,000
Online Demo $150,000 2.0% $3,000
Tradeshow $125,000 1.0% $1,250
Contact Sales $110,000 10.0% $11,000
X
=

27. COMPUTING THE MARKETING SLA

28. KEY TAKEAWAY
Agree on one metric &
two way SLA with sales

29. PERSONALIZE
EVERY
INTERACTION3!

30. Hi, I’m J.
Buy my
product?

31. Hi, J.
This is how
you made
me feel.

32. WHAT DO
THESE
COMPANIES
HAVE IN
COMMON?

34. LinkedIn Follow
Webinar
ME
Purchase Hx
$
Web
Mobile
Email
Tools & Apps
Social
INBOUND MARKETING
EXPERIENCE
CUSTOMIZED
FOR ME
in!

35. Understand Your
Audience:
Personalize your
marketing through a deep
understanding of their
interests to pull leads
through your funnel faster.
Get Found Online:
Create valuable website
pages, blog articles and
social media messages
optimized to drive
qualified visitors to
your site.

36. VISITOR
%
NO
YOUR NAME
YOUR COMPANY
YOUR WEBSITE
Join our Community!

37. YOUR NAME
YOUR COMPANY
YOUR WEBSITE
LEAD
Activity from Your Network:
• Item A
• Item B
• Item C
Webinars You Missed:
• Webinar 1
• Webinar 2
• Webinar 3
Welcome back, Phil!
%
YES

38. YOUR NAME
YOUR COMPANY
YOUR WEBSITE
CUSTOMER
You’ll love these
blog articles:
Elite
Activity from Your Network:
• Item A
• Item B
• Item C
Webinars You Missed:
• Webinar 1
• Webinar 2
• Webinar 3
Welcome back, Phil!
%
PERSONALIZED

39. KEY TAKEAWAY
Start personalizing
customer interactions

40. SEO &
SOCIAL
CONVERGE4!

41. Google is the new
Yellow Pages.
FACT:

42. 75%
of users never
scroll past the
first page of
search results.
SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010

43. FACT
The more keyword-rich
content you generate,
the more search engines
will find (and love) you.

44. Social media use in the U.S. has
increased by 356% since 2006.
SOURCE: NETPOP RESEARCH, APRIL 2012
2006 2012

45. FACT:
92% of consumers worldwide
trust recommendations from
friends and family more than
any form of advertising.
Source: Nielsen Research

46. SOCIAL MEDIA & BLOGS GENERATE REAL
CUSTOMERS
57%
62%
52%
44%
0%
20%
40%
60%
Company Blog LinkedIn Facebook Twitter
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
% OF CHANNEL
USERS WHO
ACQUIRED A
CUSTOMER
THROUGH THIS
CHANNEL

47. INTEGRATION OF SOCIAL INTO SEARCH

48. KEY TAKEAWAY
Start building social
following to improve
search rankings

49. FULLY
MOBILE
OPTIMIZED5!

50. SOURCE: 60 SECOND MARKETER, 2011
6 BILLION of the
6.8 BILLION
people on the planet,
use a mobile phone.
3.5 BILLION of
them use a toothbrush.

51. FACT:
In 2012, more people
bought a smartphone than
a PC.
Source: IBM

52. SOURCE: 60 SECOND MARKETER, 2011
54% of iOS web traffic is devoted
to search VS. the 36% Internet average.
54%
36%
iOS Internet average
SEARCH THROUGH
IOS

53. SOURCE: SEARCH ENGINE LAND, 2011
OVER HALF
lead to purchase.
9 out of 10
mobile searches
lead to action.

54. 20%
27%
0%
5%
10%
15%
20%
25%
30%
Early 2011 Late 2011
27% of emails were opened on a mobile device
during the second half of 2011…
…up from 20% during
the first half of 2011
SOURCE: KNOTICE, APRIL 2012

55. Source: IBM
FACT:
Only 1 in 5 companies
run mobile marketing
tactics as part of
integrated campaigns.

56. www.vegasclick.com

57. www.inbound.com

58. KEY TAKEAWAY
Optimize your website
& email for mobile

59. DIGITAL MARKETING SKILLS
Digital Citizens
Analytical Chops
Web Reach
Editorial Staff

60. Build a content factory

61. Less of this. I HATE
marketers!

62. More of this.
62
More of this.

63. Phil Harrell
VP Enterprise, HubSpot
@pjharrell
THANK
YOU.