The Rise of Inbound Marketing
- 1. The Rise of Inbound Marketing Adapting Marketing to Changing Customer Behaviors and Demands
- 2. Pelin Thorogood, Principal Schulman+Thorogood Group Pelin is a new media marketer and entrepreneur, with success in both venture-backed startups and public companies. Throughout her career as a high technology executive, she has consistently been in the forefront of emerging technologies and trends, leading the go-to-market strategy for WebSideStory 's on-demand online marketing suite (acquired by Omniture/Adobe), extending Peregrine Systems' enterprise software business (acquired by HP ) into the web-based employee self service (ESS) category, and in the mid 90s, launching one the first mobile B2B applications designed for the Windows CE platform. A principal in Schulman+Thorogood Group , Pelin sits on boards and advises new media and cloud computing companies. In 2011, Pelin was named one of the “ 20 Women to Watch ” in sales lead management, and is a regular speaker and author on “Social Selling”, “Social Marketing” and related topics. She also serves as a guest lecturer and a virtual Entrepreneur-in-Residence for Cornell's Johnson Graduate School of Management . Pelin holds a Bachelor of Science in Operations Research, M.Eng and MBA degrees, all from Cornell University. Follow on Twitter: @pelint
- 3. Erik is a content strategist and new media marketing expert with two decades of technology communications experience for B2B and B2C markets. He has helped both pioneering start-ups and leading technology brands such as Microsoft navigate the emerging digital and social landscape. Erik started his career in journalism before joining WebSideStory (now Adobe ) as Director of Corporate Communications. He helped lead the company’s transformation from a web master tools provider to an enterprise leader. Erik later joined Microsoft as a Senior Marketing Manager, helping launch major privacy and security initiatives. In 2009, Erik joined Telcentris as Vice President of Communications. As a new media consultant, Erik has helped generate high-impact market awareness, build communities, and become more findable on the social web. Erik is a speaker and author, writing best-selling reports for MarketingProfs.com, including Twitter Success Stories and Social Media ROI Success Stories . He is also a social media columnist for the San Diego Union-Tribune . Follow on Twitter: @erikbratt Erik Bratt, Partner Schulman+Thorogood Group
- 4. What Will You Get From This Presentation? How Online Marketing and Social Media have changed everything… and not ! Understanding Customer 2.0 Engaging Customer 2.0 Evolution of Marketing and Marketers Optimizing your Marketing ROI
- 5. The Customer is Driving the Conversation “ … social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers. Think about that. Most of your marketing and press/analyst relations are being trumped by customers talking to customers. ” Geoffrey James BNET
- 6. 6 Keys to Marketing Success to Customer 2.0 Listen before you talk Engage in the conversation Invest in the Content Engineer Create a Virtuous Marketing Cycle Build a culture of measurement … .and Repeat!
- 7. Listen Before You Talk
- 8. Turning Social Into Sales
- 9. Engage in the Conversation Create relevant content Go where your customers are Empower your community managers Leverage different social channels for different purposes Power the community !
- 10. Emergence of Inbound Marketing
- 11. Outbound v Inbound Interrupt-driven Talking Program $$ Push Business-Generated Press releases, seminars, videos, collateral Business Connections Building Websites Sales Cycle Organic / Findability-based Listening People $$ Pull User-Generated Blog posts, podcasts, LinkedIn & Facebook groups, YouTube Social Connections Building Communities Buying Cycle
- 12. 2011 Marketing Trends
- 13. Era of the Content Engineer™ The cost per lead for inbound marketing is 60% less than outbound marketing 1 Investment in People-dollars Investment in Program-dollars Content Engineer = One Part Creative Director + One Part Data Analyst Both LEFT and RIGHT Brain Required! 1 IDC 2010 and Hubspot 2010
- 14. Relevance is Key Relevant content is key to findability SEO & link-building Relevant content is key to customer engagement, stickiness and community building Relevance Engagement Conversion Creativity w/out Conversion = ZERO
- 15. Creating a Virtuous Marketing Cycle™
- 16. Who’s Doing What Today? Reach – Whole Foods, InsideView (client) Engagement - Nordstrom's Content Relevance – Citrix, Open View Labs Re-branding – Domino’s Pizza Crisis Management –Wright County Farms, Domino’s Pizza
- 17. Keeping Marketing Honest
- 18. Optimizing the Lead Funnel
- 19. www.schulmanthorogoood.com @pelint @erikbratt @randsculman