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In life and in business, preparation is a critical discipline in improving future outcomes and performance, but in a world of uncertainty and risk, preparation does not guarantee ultimate success. In the inevitable failures that we will encounter along our journey, we must learn how to fail fast, fail cheaply and succeed faster. This presentation will focus on practical and proven inbound techniques to help you develop flexible, responsive, and innovative strategies to quickly overcome obstacles and stay on track to transform your marketing results and your competitive advantage.
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05/08/2014
FAIL FAST, FAIL CHEAP,
SUCCEED FASTER
Chuck Miller
Managing Principal & Co-Founder
The Market Element LLC
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I have not failed. I've just found 10,000 ways that won't work.
“”
– Thomas Edison
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FAIL FAST, FAIL CHEAPLY, SUCCEED FASTER
• Why Inbound???
• Inbound Marketing
Methodology
• Foundational
Components
• Inbound Strategy Map
• Inbound Marketing ROI
• Fail Fast, Fail Cheap,
Succeed Faster
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WHAT
Based on rich, compelling and contextual content, inbound marketing
leverages online channels and communities to be found and
convert tomorrow’s customers – “Pull Marketing.”
WHY
Successful implementation of inbound marketing practices have been
proven to increase leads, conversion rates, revenue, ROI, and overall
delight customers.
WHY INBOUND???
“Push” vs. “Pull”Marketing
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Inbound marketing delivers
54% more leads into the
marketing funnel than
traditional outbound leadsSource: HubSpot
WHY INBOUND???
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Inbound leads cost
than outbound leads.Source: Search Engine Journal
61% LESS
WHY INBOUND?
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25%
20%
16%
11%
9%8%
5%
0%
5%
10%
15%
20%
25%
30%
Securingenoughbudget
Controllingmy
technologyor website
Targetingcontent for
aninternational
audience
Hiring toptalent
Teamtraining
Finding anexecutivesponsor
Percent of marketers who indicated that X was a topmarketing challenge
WHY INBOUND?
Survey N = 3,339
Source: HubSpot
Proving ROI of marketing
activities
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INBOUND MARKETING METHODOLOGY
Along the top are the actions inbound companies
use to obtain – and retain – new customers.
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INBOUND MARKETING METHODOLOGY
Along the bottom are the tactics inbound
companies use to accomplish these actions.
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FOUNDATIONAL COMPONENTS
Rich, Compelling & Contextual
Content
Persona Focus
Easy to Navigate & Purchase
Blogging
Keywords
On/Off page SEO
Inbound Links
Adwords
Affiliate Marketing
Stakeholder Engagement
Regular and frequent postings
Not always about selling
Clear, Specific and Targeted
Messaging
Customized & Segmented to
Market
Email Types
Benchmarks
KPI’s
ROI
Marketing Automation
WEBSITE SEO/SEM Social Media Email Measurement
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INBOUND STRATEGY MAP [TEMPLATE]
Attract Convert Close Delight
Website
SEM/SEO
Social Media
EmailMarketing
Measurement
Call To Action 1 Call To Action 2 Call To Action 3 Call To Action 4
Call To Action 3
Workflow 3Workflow 2 Workflow 4
Call To Action 1 Call To Action 2 Call To Action 4
KPI’s 1 KPI’s 2 KPI’s 3 KPI’s 4
Report 1 Report 2 Report 3 Report 4
Campaign 1 Campaign 2 Campaign 3 Campaign 4
Segmentation 2 Segmentation 3Segmentation 1 Segmentation 4
Blog 1 Blog 2 Blog 3 Blog 4
Keywords 1 Keywords 2 Keywords 3 Keywords 4
Workflow 1
Content 1 Content 2 Content 3 Content 4
Content 1 Content 2 Content 3 Content 4
Call To Action 1 Call To Action 2 Call To Action 3 Call To Action 4
Call To Action 4Call To Action 3Call To Action 2Call To Action 1
Content 1 Content 2 Content 3 Content 4
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INBOUND MARKETING ROI
HubSpot customers reached 3.51xmore visitors per month within 1 year.
HubSpot customers reached
6.12x more leads per
month within 1 year.
VISITORS
LEADS
CUSTOMERS
Source: HubSpot
69% of HubSpot
customers saw an
increase in sales
revenue.
Potential Failure Point
Potential Failure Point
Potential Failure Point
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Effective Implementation of Inbound Marketing will increase your odds of success, but equally important, it will help you manage failures in real-time.
Manage Failure To Achieve Your Ultimate Objectives!
• Data Driven Marketing Decisions – Systems (HubSpot, Marketo, SilverPop, Kenitco, Eloqua, etc)
– Processes (KPI’s, Benchmark, Workflows, A/B Testing)
– Reporting (Real-Time Analytics)
• S.M.A.R.T. Campaigns & Promotions– Targeted Personas
– Segmentation Focus
– Progressive Profiling Opportunities
– Lead Score
– Real-Time Adjustments ~ PLAN B, C, D….
• Post Mortems Are Essential – Causation, Effect, and Learnings
• “Don’t Be Afraid To Fail…Be Afraid Not To Try” ~ Unknown
FAIL FAST, FAIL CHEAPLY, SUCCEED FASTER
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Thank You!