Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to 5 Ways to Use Inbound Marketing to Drive Revenue
Similar to 5 Ways to Use Inbound Marketing to Drive Revenue (20)
Recently uploaded
Recently uploaded (20)
5 Ways to Use Inbound Marketing to Drive Revenue
- 1. 5 Ways to Use Inbound Marketing to Drive Revenue August 16, 2016 11:00am Peggy Winton, @pwwinton Dave Martin, @15davemartin
- 2. Introductions Peggy Winton Interim President AIIM pwinton@AIIM.org @pwwinton Dave Martin Chief Marketing Officer Aptify dave.martin@aptify.com @15davemartin Inboundmartech.com
- 3. Here’s What We’ll Cover • What is Inbound Marketing? • 5 Ways to Use Inbound – AIIM Case Study • Summary • Inbound Resources
- 4. Question: What is Inbound Marketing?
- 5. Whether you’re ready or not marketing has already been disrupted.
- 6. Is this you? Are these your members and prospects?
- 7. Consider This… •44%of direct mail is never opened •91%of users have unsubscribed from a company email they previously opted in to •200 millionphone numbers are on the Do Not Call Registry (in the US) •86%of viewers skip TV ads •84%of 25 to 34 year olds have clicked out of a website because of an "irrelevant or intrusive ad"
- 8. So what are we to do?
- 10. We need to disrupt ourselves!
- 12. What is Inbound Marketing? “Any marketing tactic that relies on earning people’s interest instead of buying it.” “As opposed to marketing that pushes products and services on people.” - Mashable
- 13. • Marketing activities that bring visitors IN • Aligns your content with your members’ and prospects’ goals, pain points, and challenges What is Inbound Marketing?
- 14. What is Inbound Marketing?
- 15. Inbound Marketing Methodology Tools Actions Turn strangers into members and promoters of your association. Buyer Personas
- 17. Question: What is the hardest part in getting started?
- 18. Who Buys or Engages? •Define personas. Create a content strategy for these personas. •Develop a taxonomy around the content that your personas find valuable. •Take stock of what you’ve got, then develop new, loveable, targeted content. Do the legwork
- 19. •Goal: sell more BPM training courses •Target personna: process specialists in Administration/HR, Program/Product Development, Project Management, other LoB owners •Develop a few content assets for the inbound workflow, beginning with… Example
- 21. 1) Attract – highlight a business issue/findings in… •Blog Posts •Other Social Media •SlideShare -- all designed to carry a CTA
- 25. 2) Convert – present, convince, capture
- 26. 3) Close – assist through the buying process
- 27. 4) Delight – use smart content to deliver ongoing value
- 28. 5) Putting it all together • Start small or you’ll go crazy. • What is the end game? Work backwards from there. • Automate as much as you can, using workflows and timed communications. • Analyze constantly; tweak as needed. • Know when to get help. • Don’t forget your sales team. Smarketing. SLA.
- 29. Contact Us Peggy Winton Interim President AIIM pwinton@AIIM.org @pwwinton Don’t forget to evaluate this session. Thanks. Dave Martin Chief Marketing Officer Aptify dave.martin@aptify.com @15davemartin Inboundmartech.com
- 30. Inbound Resources Blogs •Hubspot Blog •Copyblogger •Content Marketing Institute •Kissmetrics •Convince & Convert •Authority Rainmaker •Inbound.org (Hubspot community) •Inbound MarTech Blog (Dave’s blog) Podcasts • Hubcast • Convince & Convert • Inbound Agency Journey • Call to Action
- 31. Leading Inbound Platforms • Hubspot • Marketo • Eloqua (Oracle) • Act-On • Pardot (Salesforce) • Silverpop (IBM)