Bringing Customers to Youwith Inbound Marketing

Michele Nichols

Agenda

Introduction Your goals/questions What is inbound? Changes needed Where do leads come from? Getting started

Michele Nichols President / Principal

Now You: Introduce yourself, company,

30-second “elevator pitch”

Introductions

Show of Hands

How many of you already practice inbound marketing? Who’s on the hook this year for more leads?− Better leads?

Whose customers primarily find you – on the web? Spend more on the web than advertising & tradeshows?

What is Inbound Marketing?

Quality content that pulls in prospects At point of interest/need Focused on customer’s needs, language, interest & timing

ATTRACT CONVERT CLOSE DELIGHT

Strangers Visitors Leads Customers Promoters

Is Outbound Toast?

Tradeshows & events Advertising Direct mail Purchased lists Cold calling SEM, or PPC

Blogging Social media Web forums, interactive

tools White papers Articles PR SEO

Outbound Inbound

Change Required

The Funnel – Buyer Behavior is Changing

Via Forrester Research

Has Changed

Where Do Leads Come From?

ATTRACT CONVERT CLOSE DELIGHT

Strangers Visitors Leads Customers Promoters

Investment

Mindset Shift Required

Time & money: 10hrs/week minimum

Experimentation Willingness to try something new; measure & respond

Openness Share valuable content2-way conversation opens risk of comment/criticism

Alignment Change how marketing and sales work together

Time to ROI

2.7x Traffic

30.4x Leads

Expectations

First traffic then leads

Activity = ROI

Pick up the phone

It’s a long game

Get Started

Free Marketing Assessment for attendees− Input: Some prep and info from you; our research and toolkit−Output: Score, actions to drive up effectiveness−Value: $3500

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Thank You!Download additional resources at:www.launchsolutions.com/SPIE

michele@launchsolutions.com585.256.1640 x221

www.launchsolutions.com