The document discusses the evolution of inbound marketing and becoming a versatile professional in the "D.A.R.C Ages". It outlines the changing marketing landscape and defines inbound marketing as a "pull" strategy using content and online marketing to attract and convert potential customers. The key aspects of an inbound methodology are to get found through search engine optimization and social media, convert through premium content and calls-to-action, and analyze website and marketing analytics. It also discusses inbound marketing software and solutions and the core traits of an inbound marketing professional, including being digitally savvy content creators.

1. The Evolution of Inbound Marketing
Becoming a Versatile Professional in the D.A.R.C Ages
2012 Baldwin-Wallace College PR Center
Presented by Keith Gutierrez | Byron Fernandez
Structure Marketing.com
Building Remarkable Brands

2. The Marketing Landscape
Online
Marketing
•Inbound
•Outbound
Traditional
Marketing
•Inbound
•Outbound
Marketing
•Brand
•Content
•Public Relations

3. What is Inbound Marketing
Inbound
Pull
Outbound
Push
Online
Marketing
Audience
Targeted
Audience

4. Inbound Marketing
Methodology
Get
Found
• Value Added Content
• Search Engine
Optimization
• Social Media Marketing
• Targeted Search Engine
Marketing
Convert
• Premium Content Offers
• Requested Email Marketing
• Calls-To-Action
• Landing Pages with
Conversion Forms
• Lead Nurturing
Analyze
• Website & Blog Analytics
• Multi-Variant Testing
• Closed Loop Marketing
Analytics
Inbound
Marketing

5. Inbound Marketing Software
What is HubSpot?
Brian Halligan
Co-Founder, CEO
Dharmesh Shah
Co-Founder, CTO
Second Fastest Growing Software
Company on Inc. 500
More than $60 million in venture
capital funding to date

6. Inbound Marketing Solutions
Convergence of Art, Science and Technology

7. Inbound Marketing Professional
Core Traits
Brand
Content
PR &
Social
Media
INBOUND
•Passion
•Exceptional Writer, Communicator
•Balanced, logical
•Artistic, creative
•Vision, Purpose
•Tech-Savvy
•Intrinsically Motivated
•Team Player
•Analytical – loves Data
•Builds Relationships
•Attentive to Detail
•Listens, Learns, Leads

8. What is D.A.R.C?
D = Are Digital Citizens
A = Have Analytical Chops
R = Have Web Reach
C = Are Content Creators

9. Oh, the Places You’ll Go
A Changing of the Guard
•Digital Native: “The Millennial consumer”
•Born between the mid-1970s and the late 1990s
•Grew up immersed in the current “Golden Age” of
digital technology
•Mid-teens to mid-thirties
•Represents almost a ¼ of the market
•2017: Projected to have more spending power than
any other generation in America
•Change agents: Incorporate technology and social
media to become more effective in business and
client relationships
Note: Represents largest consumer base in the
generation of digital influence. All consumer bases
should be considered in digital markets.

10. FACT: Testable, Tried & True
No More Rainbows & Unicorns
“It’s not about the communities you join; it’s
about the CONNECTIONS you make there…”
~ Chris Brogan, co-author of Trust Agents
Marketing Fantasy #199
Marketing Fantasy #217

11. Are You IN?
Digital Muster: Start Flexing
Join the IMU community
Inbound Marketing University training
program
#IMU on twitter
+ 18 online classes
+ Training, preparation for Inbound
Marketing Certification
+ Interactive tutorials, webinars with
industry thought leaders and influencers
NOTABLE PRESENTERS
*Mike Volpe, Chief Marketing Officer at
HubSpot
*Todd Defren, SHIFT Communications
*Ann Handley, marketingprofs.com
*Lee Odden, TopRank Marketing online
*Chris Brogan, New Marketing Labs
*Rand Fishkin, SEOmoz
*Brian Carroll, MEClabs and InTouch
*Mitch Joel, Six Pixels of Separation

12. Go Where Others Are Not
“Technology alone is not enough. It's technology
married with liberal arts, married with the humanities,
that yields the results that make our hearts sing“ –
Steve Jobs
twitter.com/byron_fernandez
linkedin.com/in/byronfernandez
facebook.com/StructureMarketing.com
Questions?

13. Success is about Making Those
Who Believed in You Look Brillant
twitter.com/keithgutierrez
linkedin.com/in/keithgutierrez
facebook.com/StructureMarketing.com
Questions?
Be Remarkable – “Your job is to get them to talk about
you, and to do that by being remarkable in the first
place” – Seth Godin

14. Links
Fernandez, Byron. How to Make it in PR and Marketing: Get
Lost to Find Answers byronfernandez.com, TopRank Online
Marketing (2011)
Social Media Charlatans are Like Wile E. Coyote
SpinSucks.com (2011)
Gutierrez, Keith. Inbound Marketing Evolution: The Future of
Now Structure Marketing (2012)
Halligan, Brian, Shah, Dharmesh. Inbound Marketing: Get
Found Using Google, Social Media and Blogs (New Rules
Social Media Series) Wiley (2009)
HubSpot.com Hiring in the DARC Ages; excerpt from Inbound
Marketing (2012)
Meerman Scott, David. The New Rules of Marketing and PR;
Real-Time Marketing and PR; Newsjacking Wiley 2009-2012
Redsicker, Patricia. Digital Natives: How they are Changing
the Content Marketing Game Content Marketing Institute
(CMI) April 12, 2012

15. Recommended Reading
INBOUND MARKETING (Boston)
Structure Marketing.com (Westlake, OH)
HubSpot.com
Inbound Marketing University
Inbound.org
PUBLIC RELATIONS
PRNewswire.com (NYC)
SpinSucks blog: Professional Development for PR and Marketing Pros (Chicago)
MARKETING
TopRank Online Marketing (Minneapolis)
MarketingProfs (Los Angeles)
Marketing Agency Insider – (Cleveland)
CONTENT MARKETING
Content Marketing Institute – (Cleveland)
Contently.com (NYC)

16. Building Remarkable Brands
Convergence of Art, Science and Technology