PMA Todd Hockenberry 9-27-18 · “Inbound is a mindset, it is not something you turn on and off....
Transcript of PMA Todd Hockenberry 9-27-18 · “Inbound is a mindset, it is not something you turn on and off....
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INBOUND ORGANIZATION:Build and Strengthen Your Company’s Future
TODD [email protected]
@toddhockenberry
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What is the problem?
“Everyone wants to grow, no one wants to change”
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The Solution
A Mindset shift
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Inbound beliefs
•Help others first• Focus beats bandwidth•B2H to H2H•Data drives decisions• Solve for the customer
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Inbound beliefs lead to Inbound behaviors
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Inbound Behavior
Persona + Journey
Applied to Every Relationship
Icon courtesy of Anurag Sharma
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Inbound Behaviors Lead to Outcomes
“Customer experience is the new marketing. Customer experiences are the new brand”
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3 Key Steps•Mission Matters•Culture is Destiny•Strategy is Inbound
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3 Key Steps
1. Mission Matters•Accurate•Simple•Short•Future-resistant• Inspiring
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3 Key Steps
2. Culture is Destiny•Trust•People first•Decision making•Operating system•Find the right people
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3 Key Steps
3. Strategy is Inbound•Honest•Engaging•Persona based•Buyer journey focused
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Bell Performance•Mission• Content• Inbound Marketing
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Tube Form Solutions• Persona - document who you help the most and how• Talk to them• Communicate to the team• Align everyone behind the target persona
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“Inbound is a mindset, it is not something you turn on and off. Inbound can’t only be about the way you handle your marketing. To be successful Inbound has to be a culture change and something you live throughout the company every day.”
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“To do Inbound you must be Inbound”
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Key Takeawaysand Next Steps