How to invent the Future of Inbound Marketing
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21-Oct-2014 -
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Brian Halligan, ceo, Hubspot - talks about the inbound marketing is now more than just marketing - it reaches into every aspect of business
Transcript of How to invent the Future of Inbound Marketing
hosted by
The fully-certified Hubspot Gold Partner
Inbound Company
Work & Live
Marketing Sales Service Culture Technology
Marketing Sales Service Culture Technology
INB UND }
The marketing playbook is broken. The Marketing Playbook Is
. . The Marketing Playbook is BROKEN.
@bhalligan
Content!
The Press Release Hire
The Press Release Hire
Money v Brains Rent v Own Outbound v Inbound
D.A.R.C.
Digital Native
Analytical
Reach Content Creator
Marketing Sales Service Culture Technology
INB UND }
Sales Rep In Control
The Sales Playbook
Prospect In Control
The Sales Playbook is BROKEN
Then: C.R.M. Then: C.R.M.
Now: C.M.R. “Dig-In-Yourself”
Then,
Pricing
Now,
Pricing
Then: Pay On Transaction
26
Now: Pay On NPS
Then: Hiring Profile
42 Long Fraternity
Varsity Sport IQ Contest
Now: Hiring Profile
Smart
Marketing Sales Service Culture Technology
INB UND }
. . The Service Playbook
Outsourced Call Center 9 to 5 Multi-Tier
. . The Service Playbook IS BROKEN
Google trained 24 x 7 Economy Handoffathon
If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.”
6 friends.
6000 friends. - Jeff Bezos, Founder & CEO
> Edward Bullwer-Lytton, 1839, London
> > #IMUK13, 2013, London.
THEN,
BUYER BEWARE
NOW,
SELLER BEWARE
THEN,
CUSTOMER SATISFACTION
NOW,
CUSTOMER DELIGHTION
Your most valuable customers are those who buy sell the most.
CEO as brand… Then
Now
Marketing Sales Service Culture Technology
INB UND }
product : customers
culture : employees
43
1973 1993 2013
MANTRA Management Leadership Inspiration
1973 1993 2013
MANTRA Management Leadership Inspiration
DESIRE Pension Salary Learning
1973 1993 2013
MANTRA Management Leadership Inspiration
DESIRE Pension Salary Learning
MENTALITY OCD Anxiety Disorder
ADD
1973 1993 2013
MANTRA Management Leadership Inspiration
DESIRE Pension Salary Learning
MENTALITY OCD Anxiety Disorder
ADD
HOURS 9-5 9-6 Whenever
1973 1993 2013
MANTRA Management Leadership Inspiration
DESIRE Pension Salary Learning
MENTALITY OCD Anxiety Disorder
ADD
HOURS 9-5 9-6 Whenever
WORKPLACE 4 Walls Open Wherever
1973 1993 2013
MANTRA Management Leadership Inspiration
DESIRE Pension Salary Learning
MENTALITY OCD Anxiety Disorder
ADD
HOURS 9-5 9-6 Whenever
WORKPLACE 4 Walls Open Wherever
TENURE Whole Career 6 years 18 months
1973 1993 2013
MANTRA Management Leadership Inspiration
DESIRE Pension Salary Learning
MENTALITY OCD Anxiety Disorder
ADD
HOURS 9-5 9-6 Whenever
WORKPLACE 4 Walls Open Wherever
TENURE Whole Career 6 years 18 months
Marketing Sales Service Culture Technology
INB UND }
Punctuation should be in orange
Punctuation should be in orange
Punctuation should be in orange
You can also use this
layout to insert graphs (select the graph icon in
the centre)
Punctuation should be in orange
You can also use this
layout to insert graphs (select the graph icon in
the centre)
56
Punctuation should be in orange
Punctuation should be in orange
58
Punctuation should be in orange
Punctuation should be in orange
Punctuation should be in orange
Punctuation should be in orange
Punctuation should be in orange
You can also use this
layout to insert graphs (select the graph icon in
the centre)
Then Now
Thermostat Nest
Radio Spotify
Cable TV Netflix
Stores Amazon
Advertising Adwords
Punctuation should be in orange
You can also use this
layout to insert graphs (select the graph icon in
the centre)
Then Now
Thermostat Nest
Radio Spotify
Cable TV Netflix
Stores Amazon
Advertising Adwords
Website HubSpot
Marketing Automation HubSpot
Social Software HubSpot
Google Analytics HubSpot
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The fully-certified Hubspot Gold Partner
