SME990: Value-Based Marketing

Inbound Marketing
W1L1S2
Agenda
Introduction

Why Inbound?

The Inbound Philosophy

The Inbound Methodology

Inbound Principles

Inbound Business

2
 What is Marketing?

”The science and art of exploring, creating, and delivering value to

satisfy the needs of a target market at a profit”

-Philip Kotler
Over the past decade,
there’s been a
fundamental shift in the
way companies reach
their audience.
Disruption
◎Uber
◎Netflix
◎Google
◎Paypal
◎Airbnb
◎Wikipedea
◎Fawry
◎ YOU !
 The old
marketing playbook
is

BROKEN.
94%
skip TV ads
94%
unsubscribe
27%
direct mail is never
50%
are on do not call
from email opened lists

Base: Varied bases, minimum 598 global consumers

Source: HubSpot Global Interruptive Ads Survey, Q4 2018 – Q1 2019.
HOW DID THIS TRANSFORMATION TAKE
PLACE?
There are three major reasons
why consumers are skeptical

3
about brands, and why
interruptive advertising and
cold calling aren’t nearly as
effective as they once were …
WHY INTERRUPTION DOESN’T WORK:
REASON NUMBER ONE.
1. The Proliferation of Media:
The media landscape has
become insanely cluttered.
There’s a magazine, TV
channel, radio station, and a
gajillion websites for every
conceivable interest.
WHY INTERRUPTION DOESN’T WORK:
REASON NUMBER TWO.
2. A History of Deceptive
Advertising: Consumers are
accustomed to false claims and
According to the 2019 Edelman Trust
deceit in advertising, so even
Barometer, 63% of consumers need to
when clever ads are seen by hear company claims 3-5x before
they’ll actually believe them!
consumers, they’re thought to
be dishonest.
WHY INTERRUPTION DOESN’T WORK:
REASON NUMBER THREE.
3. Technology Empowered the
Consumer: Consumers gained
access to tools and information
that enabled them to dodge
interruptive brand messages and
instead seek out information
when they’re ready.
THAT’S WHY PERMISSION BECAME MORE
EFFECTIVE THAN INTERRUPTION.
By aligning the content you publish
with your customer’s interests, you
can earn permission to market to
prospects that you can convert into
leads, close into customers, and
delight to the point they come
promoters of your brand.
 Buyers today have all the power
The buyer is more empowered and has more information about your
product, industry, and competition.

94% 51% 93% 77%

Consumers have discontinued of customers will never do of consumers said they are more of consumers shared positive
communications with a company business with that company likely to be repeat customers experiences
because of irrelevant promotions or again after one negative at companies with remarkable with their friends or on social
messages experience service media and review sites

Source:
1. ORACLE, FRICTIONLESS B2C
2. SALESFORCE
3. NewVoice Media
4. HubSpot
 Customers now start
Their Buyer journey by searching online.

• Website pages
• Blog articles
• Social media messages
• Reviews
• Ask E-communities
Content
The buyer’s journey is the process buyers go
through to become aware of, evaluate, and
purchase a new product or service.
The traditional Vs. modern buyer’s journey
Technology has changed how people search and buy,
but marketing has not caught up.

Traditional Inbound

vs.
Cold Calling SEO
Cold Emails Blogging
(SPAM) Attraction
Interruptive Ads Customer - Centric
Marketer - Centric
 Reach them with personalized,
relevant and helpful content

Understand Your
You need to Get
Buyers:
Found: • Personalize your marketing
• Website pages • Identify buyer needs
• Blog articles • Understand what content
• Social media messages pulls leads through sales
funnel

Helpful content is contextual content, meaning that it relates directly to

the question being asked, outcome being sought, or an aspirational
goal. That shows why you’re a thought leader.
?Q&A’s
 What is
Inbound?
Philosophy, Methodology
Fundemantals and Principles
Inbound Philosophy
◎ Inbound is a Philosophy based around Helping People by providing Value

◎ Because when good-for-the customer means good-for-the business, a company

can grow better over the long-term.

◎ Empowering prospects and customers rather than forcing them to engage with
the brand with interruptive experiences.

◎ Consumers’ buying behaviors are going to continue to change and evolve, thus
Businesses need to create experience that make their prospects feel valued
Inbound Methodology

The inbound philosophy is backed

by a methodology that helps brands
attract, engage, and delight visitors,
leads and customers through a
variety of channels.
Inbound Principles
The guidelines for every interaction your team has with prospects or
customers.

S C O P E
Standardize Contextualize Optimize Personalize Empathize
for for for for for
Consistency Relevence Clarity Impact Perspective
Inbound Fundemantals
To do inbound, you need to be inbound.

◎Inbound Philosophy
◎Inbound Methodology
◎Inbound Principles
◎Inbound Business
⦿Business goals
⦿Buyer personas
⦿Content Mapping
FlyWheel Methodology
Attract
Engage
Delight
CRM
?Q&A’s
Inbound Principles
Inbound Principles
The guidelines for every interaction your team has with prospects or
customers.

S C O P E
Standardize Contextualize Optimize Personalize Empathize
for for for for for
Consistency Relevence Clarity Impact Perspective
Standardize for Consistency
WHY?
So there is never any confusion when it comes to information about
your business, products, and services
HOW?
You have created variations of the information, that can be applied to
the given information, and is consistent whenever that information is
required, for that situation.
Contextualize for Relevence
WHY?
You’re taking the standardized information and delivering it in a way that is
contextually relevant.

HOW?
Take into account:
◎ What actions have happened prior to this point.
◎ What activities brought someone to this point.
◎ What type of question is being asked, and how has the prior actions and
activities influenced the current situation.
Standardize for Consistency
WHY?
So there is never any confusion when it comes to information about
your business, products, and services
HOW?
You have created variations of the information, that can be applied to
the given information, and is consistent whenever that information is
required, for that situation.
Optimize for Clarity
WHY?
Each channel has specific strengths and weaknesses in how it enable
you to deliver content.

HOW?
Leveraging the information that you’ve collected in your CRM within
your interactions allows you to do this.
Personalize for Impact
WHY?
You’ll be able to create a more personal experience, and reinforce the
idea that you’re developing a 1:1 relationship with the prospect or
customer.
HOW?
Empathize for Perspective
WHY?
Often you have to deliver the emotionally correct response before you
can deliver the factually correct information.

HOW?
By ensuring that you’re aware of the sentiment of an interaction, you’ll
be able to connect not only on a business level, but one that has a
personal feel to it as well
?Q&A’s
Thank you
End of W1L1S2