59
CRUSH YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1

YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

  • Upload
    others

  • View
    8

  • Download
    0

Embed Size (px)

Citation preview

Page 1: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

CRUSH YOUR COMPETITORS

with Inbound Marketing

Brian Halligan @bhalligan #KillingIt 1

Page 2: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

I’m Brian Halligan. Nice to meet you.

@bhalligan CEO @HubSpot

#KillingIt

Page 3: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

How to CRUSH Your Competitors

Go Inbound

Become a TOFU Titan

Master Your MOFU

Build a Killer Inbound Team

1 2 3 4 4

Crush the Competition! 5

Page 4: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Go Inbound 1

Page 5: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

The Marketing Playbook

5

Page 6: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

The Marketing Playbook IS BROKEN.

CALLER ID

6

Page 7: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Humans Are Changing

7

Page 8: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Telemarketing Direct Mail

Email Blasts Print/Radio Ads

PR Paid Search

Email

VS.

SEO Blogging

Social Media Viral Videos Freemium

Trials

8

Page 9: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

VS.

9

Page 10: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

VS.

10

Page 11: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

THE GREATEST DANGER FOR MOST OF US IS NOT THAT OUR AIM IS TOO HIGH & WE MISS IT, BUT THAT IT IS TOO LOW, & WE REACH IT. —Michelangelo

“ “

Page 12: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Become a TOFU Titan

2

Page 13: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

•  Blog.HubSpot.com

•  YouTube.com/HubSpot

•  Slideshare.com/HubSpot

•  Flickr.com/HubSpot

•  HubSpot.TV

Create Content A

13

Page 14: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

LINKS ARE THE

CURRENCY OF THE

INTERNET 14

Page 15: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Optimize B

“100 AWESOME Marketing Stats, Charts & Graphs”

vs. “100 Charts” 15

Page 16: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

INSIGHTS. Source: Data from the Science of Blogging - http://bit.ly/ezRm8w

analysis

advice

review

recent

best

product

tips facts

why top

questions

build

soon

great

answers

16

Page 17: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

YOU. Source: Data from the Science of Blogging - http://bit.ly/ezRm8w

great

please

retweet

post

blog

social

free

media

help

please retweet

social media

10

follow

how to top blog post

check out new blog post

twitter

17

Page 18: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Promote C

18

Page 19: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

CYCLE

# Infected Times Transmitted Conversion Rate Net New Infections

0 1 2 12

1 2

0.5 1

2 3 2 0.5 1 1

0.5 2

13 2

0.5 1

AVERAGE CONTENT.

19

Page 20: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

0

2

4

6

8

10

12

14

1 2 3 4 5 6 7 8 9 10 11 12 13

Average Content Gets Shared

13

20

Page 21: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

CYCLE

# Infected Times Transmitted Conversion Rate Net New Infections

0 1 2 12

1 4

0.5 2

3 7 8 0.5 4 8

0.5 16

8,191 16,384 0.5 8,192

AWESOME CONTENT.

21

Page 22: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

AWESOME Content Gets Shared MORE

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

1 2 3 4 5 6 7 8 9 10 11 12 13

8,191

22

Page 23: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

1 2 3 4 5 6 7 8 9 10 11 12 13

VS. 13 8,191

23

Page 24: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

EITHER WRITE SOMETHING WORTH READING OR DO SOMETHING WORTH WRITING. —Benjamin Franklin

“ “

Page 25: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Master Your MOFU 3

Page 26: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

WHAT DO THESE COMPANIES HAVE IN COMMON?

26

Page 27: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

$92B

$50B

$8B

$10B

$150B

$12B

27

Page 28: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Usage & Conversion A

Usage

Better Conversion

Better Personalization

Better Value

More

28

Page 29: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Users & Conversion B

Users Better Personalization

Better Value Better Conversion

More

29

Page 30: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

30

Page 31: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

31

Page 32: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

32

Page 33: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

33

Page 34: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

34

Page 35: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Web

Email

Mobile

PERSONALIZATION

Page Visits

f+ Facebook Follow

Blog Sub

Webinar

USER ACTIVITY

35

Purchase Hx $

Page 36: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Visitor

%

NO

YOUR NAME

YOUR COMPANY

YOUR WEBSITE

Join our Community!

36

Page 37: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

User

%

YES

Activity from Your Network: •  Item A •  Item B •  Item C Webinars You Missed: •  Webinar 1 •  Webinar 2 •  Webinar 3

Welcome back, Brian!

37

Page 38: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Customer

%

PERSONALIZED

Activity from Your Network: •  Item A •  Item B •  Item C Webinars You Missed: •  Webinar 1 •  Webinar 2 •  Webinar 3

Welcome back, Brian!

You’ll love these blog articles:

Item A Item B Item C

Elite

38

Page 39: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

IF I HAVE SEEN A LITTLE FURTHER IT IS BY STANDING ON THE SHOULDERS OF GIANTS. —Isaac Newton

“ “

Page 40: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Build a Killer Inbound Marketing Team 4

Page 41: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

The Press Release Hire

Push

Rent Interrupt

Outbound

41

Page 42: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

D A R C

Digital Analytical Reach Content Creator

Page 43: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

@mvolpe

TOFU

MOFU OTHER

The New Org Chart

43

Page 44: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Empower EVERYONE.

44

Page 45: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

MEASURE OFTEN. EVOLVE FAST.

45

Page 46: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Write like a human, not a marketer.

46

Page 47: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

TOFU

MOFU

47

Page 48: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

DON’T DIP YOUR TOE IN

48

Page 49: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

JUMP IN ALL THE WAY

49

Page 50: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

CRUSH the Competition

5

Page 51: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

51

Page 52: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

52

Page 53: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

53

Page 54: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

54

Page 55: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

55

Page 56: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Sell more like . Market more like

.

56

Page 57: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Get a Free Inbound Marketing Assessment Moscone North 1416 131 305 Moscone West Level 2, Alcove 2

57

Page 58: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

P.S. Free Unicorns!

Hubspot.com/freeunicorns

Page 59: YOUR COMPETITORS Inbound Marketing - HubSpot · YOUR COMPETITORS with Inbound Marketing Brian Halligan @bhalligan #KillingIt 1 . I’m Brian Halligan. Nice to meet you. @bhalligan

Thank You.

Brian Halligan @bhalligan #KillingIt