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Digital Marketing in an
Inbound World.
(What’s your score?)
#CRAZEConf
Steve Haase
Senior Marketing Consultant
@HubSpot @S...
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?
Marketing
people
Inbound
love
#CRAZEConf
#CRAZEConf
MARKETING HAS A lovability PROBLEM.
Stockbrokers Lawyers
Car Salesman Lobbyists
Marketers
Less Lovable More Lovable
#CRAZE...
PEOPLE USED TO
LOVE ME…Q: 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
86%
skip TV ads
91%
unsubscribe
from email
200M
on the
Do Not Call list
44%
of direct mail is
never open...
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.
Cold Calling
Cold Emails (Spam)
Interruptive Ads
Marketer - Centric
Social
Blogging
Interactive Experiences
Customer - Cen...
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...
HUMBLE
EFFECTIVE
ADAPTABLE
REMARKABLE
TRANSPARENT
CultureCode.com
Thank You!
Stay up to date at blog.hubspot.com/ecommerce
And be sure to join the inbound discussion online
by following @H...
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
CRAZE Conference: Digital Marketing in an Inbound World
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CRAZE Conference: Digital Marketing in an Inbound World Slide 1 CRAZE Conference: Digital Marketing in an Inbound World Slide 2 CRAZE Conference: Digital Marketing in an Inbound World Slide 3 CRAZE Conference: Digital Marketing in an Inbound World Slide 4 CRAZE Conference: Digital Marketing in an Inbound World Slide 5 CRAZE Conference: Digital Marketing in an Inbound World Slide 6 CRAZE Conference: Digital Marketing in an Inbound World Slide 7 CRAZE Conference: Digital Marketing in an Inbound World Slide 8 CRAZE Conference: Digital Marketing in an Inbound World Slide 9 CRAZE Conference: Digital Marketing in an Inbound World Slide 10 CRAZE Conference: Digital Marketing in an Inbound World Slide 11 CRAZE Conference: Digital Marketing in an Inbound World Slide 12 CRAZE Conference: Digital Marketing in an Inbound World Slide 13 CRAZE Conference: Digital Marketing in an Inbound World Slide 14 CRAZE Conference: Digital Marketing in an Inbound World Slide 15 CRAZE Conference: Digital Marketing in an Inbound World Slide 16 CRAZE Conference: Digital Marketing in an Inbound World Slide 17 CRAZE Conference: Digital Marketing in an Inbound World Slide 18 CRAZE Conference: Digital Marketing in an Inbound World Slide 19 CRAZE Conference: Digital Marketing in an Inbound World Slide 20 CRAZE Conference: Digital Marketing in an Inbound World Slide 21 CRAZE Conference: Digital Marketing in an Inbound World Slide 22 CRAZE Conference: Digital Marketing in an Inbound World Slide 23 CRAZE Conference: Digital Marketing in an Inbound World Slide 24 CRAZE Conference: Digital Marketing in an Inbound World Slide 25 CRAZE Conference: Digital Marketing in an Inbound World Slide 26 CRAZE Conference: Digital Marketing in an Inbound World Slide 27 CRAZE Conference: Digital Marketing in an Inbound World Slide 28 CRAZE Conference: Digital Marketing in an Inbound World Slide 29 CRAZE Conference: Digital Marketing in an Inbound World Slide 30 CRAZE Conference: Digital Marketing in an Inbound World Slide 31 CRAZE Conference: Digital Marketing in an Inbound World Slide 32 CRAZE Conference: Digital Marketing in an Inbound World Slide 33 CRAZE Conference: Digital Marketing in an Inbound World Slide 34 CRAZE Conference: Digital Marketing in an Inbound World Slide 35 CRAZE Conference: Digital Marketing in an Inbound World Slide 36 CRAZE Conference: Digital Marketing in an Inbound World Slide 37 CRAZE Conference: Digital Marketing in an Inbound World Slide 38 CRAZE Conference: Digital Marketing in an Inbound World Slide 39 CRAZE Conference: Digital Marketing in an Inbound World Slide 40 CRAZE Conference: Digital Marketing in an Inbound World Slide 41 CRAZE Conference: Digital Marketing in an Inbound World Slide 42 CRAZE Conference: Digital Marketing in an Inbound World Slide 43 CRAZE Conference: Digital Marketing in an Inbound World Slide 44 CRAZE Conference: Digital Marketing in an Inbound World Slide 45 CRAZE Conference: Digital Marketing in an Inbound World Slide 46 CRAZE Conference: Digital Marketing in an Inbound World Slide 47 CRAZE Conference: Digital Marketing in an Inbound World Slide 48 CRAZE Conference: Digital Marketing in an Inbound World Slide 49 CRAZE Conference: Digital Marketing in an Inbound World Slide 50 CRAZE Conference: Digital Marketing in an Inbound World Slide 51 CRAZE Conference: Digital Marketing in an Inbound World Slide 52 CRAZE Conference: Digital Marketing in an Inbound World Slide 53 CRAZE Conference: Digital Marketing in an Inbound World Slide 54 CRAZE Conference: Digital Marketing in an Inbound World Slide 55 CRAZE Conference: Digital Marketing in an Inbound World Slide 56 CRAZE Conference: Digital Marketing in an Inbound World Slide 57 CRAZE Conference: Digital Marketing in an Inbound World Slide 58 CRAZE Conference: Digital Marketing in an Inbound World Slide 59 CRAZE Conference: Digital Marketing in an Inbound World Slide 60 CRAZE Conference: Digital Marketing in an Inbound World Slide 61 CRAZE Conference: Digital Marketing in an Inbound World Slide 62
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Presented at the CRAZE Conference in NYC, you will learn how to create lovable marketing.

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CRAZE Conference: Digital Marketing in an Inbound World

  1. 1. Digital Marketing in an Inbound World. (What’s your score?) #CRAZEConf 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. Marketing people Inbound love #CRAZEConf
  6. 6. #CRAZEConf
  7. 7. MARKETING HAS A lovability PROBLEM. Stockbrokers Lawyers Car Salesman Lobbyists Marketers Less Lovable More Lovable #CRAZEConf
  8. 8. PEOPLE USED TO LOVE ME…Q: 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 86% skip TV ads 91% unsubscribe from email 200M on the Do Not Call list 44% of direct mail is never opened BROKEN. playbook is
  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. Cold Calling Cold Emails (Spam) Interruptive Ads Marketer - Centric Social Blogging Interactive Experiences Customer - Centric INBOUNDTRADITIONAL vs.
  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. HUMBLE EFFECTIVE ADAPTABLE REMARKABLE TRANSPARENT CultureCode.com
  44. 44. Thank You! Stay up to date at blog.hubspot.com/ecommerce And be sure to join the inbound discussion online by following @HubSpot and @SteveHaase
  • JasKaran24

    Sep. 8, 2019
  • andyrosen5

    Apr. 6, 2014

Presented at the CRAZE Conference in NYC, you will learn how to create lovable marketing.

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