This was a presentation given to a HubSpot user group around inbound marketing fundamentals.

1. Welcome to DFW #InboundMarketingWeek!
Powered by:
HubSpot
Thinkhandy

2. Welcome Founder of
Martin House Brewing Company,
David Wedemeier

3. THE ESSENTIALS OF AN
EFFECTIVE INBOUND
STRATEGY.

4. Sarah Bedrick
@sbedrick
Program Leader,
Introductory Content at
HubSpot Academy

5. GUESS WHAT?

6. IT’S INBOUND MARKETING WEEK!

7. IT’S INBOUND MARKETING WEEK!
• 60 events happening globally
• Hashtag on Twitter is #InboundMarketingWeek (let’s show
them how #DFWInbound does business)
• Everybody here gets 30% off Inbound 2014 tickets!
Come see me for details!

8. AGENDA
1 What is inbound marketing
2 Why fundamentals?
3 Fundamentals of inbound success

9. 1 WHAT IS INBOUND
MARKETING?

10. Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
TRADITIONAL
vs

11. MARKETERS HAVE A lovability PROBLEM.
Car Salesman Lobbyists
Marketers
Less Lovable More Lovable

12. of business decision-makers
prefer to get company
information in a series of
articles versus in an
advertisement.
80%
#InboundMarketingWeek

13. A FUNDAMENTAL SHIFT
IN THE WAY PEOPLE
LIVE, CONSUME, SHARE
& CONNECT HAS OCCURED.

14. Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
TRADITIONAL
vs
WE NEED TO ADAPT!

15. Let’s poll the audience,
how would you find…
The best sushi restaurant in Boston, MA
Best practices for business blogging
How to dye your hair white

16. 151 billion searches done per month online.

17. Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
Blogging
Offers
Helpful emails
Customer - Centric
INBOUNDTRADITIONAL
vs

18. So does
inbound look
like in practice?

19. What I clicked:

20. What I clicked: What I wanted:

21. What I got:

22. What I got:

23. What I got:

24. What I got:

25. Inbound is a
fundamental shift
in the way we do business.

26. INBOUND MARKETING
IS A FUNDAMENTAL SHIFT
IN THE WAY WE CONNECT WITH
PROSPECTIVE CUSTOMERS.

27. Information empowers people with the
means to make their own choices.
Because even if you don’t, they’re still going to make those choices
anyway – and probably won’t think of your organization when doing
so.

28. Marketing
people love.
Inbound

29. So how do
we actually
do inbound?

30. What that looks like is this:
The Inbound Methodology

36. WHY BOTHER WITH
FUNDAMENTALS.2

37. But wait, what are
some fundamentals?

38. Getting this right takes an understanding of each
buyer persona and their typical path to purchase.
This can help you to identify which keywords to use,
and when – along with the type of content you
should share and when.
What is it?

39. FUNDAMENTALS
OF INBOUND SUCCESS:
The Buyer’s Journey

40. Inbound marketers who are doing the work
but still aren’t seeing success, 9 out of 10 times,
we find that it’s because they don’t have these…
What is it?

41. Buyer Personas
FUNDAMENTALS
OF INBOUND SUCCESS:

42. If doing this isn’t made a priority, it will
be almost impossible to gain any value
from inbound marketing or the HubSpot software.
What is it?

43. FUNDAMENTALS
OF INBOUND SUCCESS:
Content

44. Buyer Personas
FUNDAMENTALS
OF INBOUND SUCCESS:
1
2
3
The Buyer’s Journey
Content

45. Nobody
was talking
about this
stuff 3
years ago.

46. MARCUS
SHERIDAN.
• Owned a failing pool
company.
• Bought in to inbound
marketing as a last ditch
resort.
• Created content, upon
content, upon content.

48. #InboundMarketingWeek

49. If you remember
anything from today,
let it be that a strong
foundation is necessary.

50. FUNDAMENTALS OF
INBOUND SUCCESS.3

51. Buyer Personas
FUNDAMENTALS
OF INBOUND SUCCESS:
1
2
3
The Buyer’s Journey
Content

52. BUYER PERSONAS1

53. Your buyer personas are who you’re trying to reach.
Instead of trying to attract, convert, close & delight all
3 billion people on the Internet, focus on the ones who will
potentially buy.

54. Don’t just attract anybody to your website, create the right content that will appeal to
the right visitors you’re trying to attract.

55. Semi-fictional representations of your ideal customer based on real
data and some select educated speculation about customer
demographics, behavior patterns, motivations, and goals.
BUYER PERSONAS

56. Every marketing activity
that you take, moving forward
must tie back to your buyer
personas.
#InboundMarketingWeek

57. TOP BUYER PERSONA QUESTIONS
• Do they apply to my business model?
• Do I have to do the research?
• How many should I have?

58. So, what do these
buyer personas look
like exactly?

61. However you shape
or outline your buyer
personas is up to
you!
Meet Sam.

62. Knowing this, what kind of blog
post could we create that speak
to Sam?

63. WANT TO LEARN HOW TO DEVELOP YOUR COMPANY’S
BUYER PERSONAS?
Join our HubSpot Academy Buyer Personas training.

64. But, it’s enough to know just who you’re trying
to reach, you also have to know what they want
to see:
Buyer’s journey

65. THE BUYER’S JOURNEY2

66. The Buyer’s Journey
The active research process someone goes through leading up
to making a purchase.

67. THE BUYER’S JOURNEY

68. THE BUYER’S JOURNEY

69. THE BUYER’S JOURNEY

70. THE BUYER’S JOURNEY

71. THE BUYER’S JOURNEY

72. CONTENT3

73. FLICKRUSERMCGRATHS
Marketing
people love.
#InboundMarketingWeek

74. Content Context
Inbound Marketing = Content + Context

75. Your content is your marketing toolkit. Things like blogs,
interactive tools, photos/infographics, videos, and
eBooks/presentations work to attract, convert, close, and
delight.
CONTENT
FLICKR USER DAVID | POOLE

76. CONTENT:
ebooks
White papers
Checklists
videos
Offers
Blog posts
Case studies
WebinarsBuying guides
webinars
Slide-share decks
Informational kids

77. CONTEXT
Context is who you’re creating it for: you can’t just write any posts, you have to
write the right ones – those tailored to who you’re trying to reach and what
they’re interested in.
FLICKR USER CINDEESNIDERRE

78. THE BUYER’S JOURNEY

79. Buyer Personas
FUNDAMENTALS
OF INBOUND SUCCESS:
1
2
3
The Buyer’s Journey
Content

80. If you were to give one piece of
advice to someone else today
about one of the fundamentals -
What would it be?

81. TAKEAWAYS
& RESOURCES.

82. KEY TAKEAWAYS
1. Inbound marketing is a fundamental shift in the way
businesses connect with people.
2. Fundamentals are the foundation in which our entire
marketing is built upon.
3. Buyer personas & buyer’s journey and content are
what makes our marketing lovable.
4. We won’t wake up one day knowing these things – if
not now, then when.
#InboundMarketingWeek

83. RESOURCES
1. Buyer Persona Creation Template:
https://library.hubspot.com/the-marketers-guide-to-
creating-buyer-personas
2. The Buyer’s Journey Webinar:
http://academy.hubspot.com/webinars/the-buyers-journey-
webinars/
3. Content creation Tips:
http://blog.hubspot.com/marketing/topic/content-creation

84. @sbedrick
REACH OUT ON TWITTER:
THANK YOU!