Marketing to Buyer Personas and Inbound Marketing – David Meerman Scott’s Keynote at Inbound Marketing Summit

3 11 2008

This past weekend I started re-reading David Meerman Scott‘s The New Rules of Marketing & PR.  As you know from previous posts, I’m a huge fan of David because of his thought leadership in the space of inbound marketing.  As I was reading I realized that I hadn’t shared his keynote from the Inbound Marketing Summit with all of you.  This keynote was excellent and definitely a “must watch”.

If you can’t see this video in your RSS reader, you can view it here.

[blip.tv ?posts_id=1300552&dest=-1]

Are you marketing to different buyer personas?  What are some of the ways that you are executing an inbound marketing campaign?  I’d love to hear your thoughts in the comments below.

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Finally back!

1 10 2008

Yes, yes I’m back and still alive! Unfortunately I had a business emergency that meant I had to leave BlogWorld Expo early and fly to the Philippines.  After a week of 20+hr days, the issue is basically resolved and so I flew back yesterday.  Unfortunately while I was there I didn’t have time to do much of anything else except the occasional call home.  But, now that I’m back it’s time to get on track again.

Today I wanted to bring you a video which was released while I was in Manila from my friends over at HubSpot.  It’s a funny video on inbound marketing vs. outbound marketing.

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A Rant About Interruption Marketing

8 09 2008

As I’m sitting at the Inbound Marketing Summit anxiously awaiting the conference to begin, I’m reminded about interruption marketing. Both of the keynote speakers today, David Meerman Scott and Seth Godin, have both written extensively on their blogs and in their books about interruption versus permission-based marketing.

On a daily basis we receive various forms of interruption marketing. While not wanted, I have grown accustomed to many of these forms of marketing and thus simply tune out when confronted with them. However, on Labor Day it was a different situation…one which I couldn’t tune out.

<rant>
I had traveled down to Watch Hill, Rhode Island with my fiancee, her family and we brought along our dog for her first adventure in the ocean. There I was, a perfect day to be at the ocean….approximately 85 degrees, slight breeze, no humidity and not a cloud in sight. “What a great day to relax and enjoy some time away from my hyperconnected life” I thought to myself. I had been doing some reading as waves crashed into the shoreline with my dog thoroughly confused at why the water kept “attacking” her as she tried to lay in the sand. Just when it seemed that all was perfect I begin to hear the roar of a small airplane. I looked up in the sky and guess what I saw? A small airplane trailing a long banner for Cox cable service. At first I didn’t think anything of it because we’ve all had similar experiences when relaxing on the beach. But, throughout the course of the afternoon I saw a plane probably another 3-4 times, each time with a new banner. Since there aren’t big billboards in the ocean or along the beach, companies turn to banners flown by plane as a way to interrupt people relaxing with their friends and family. I mean, really, do you think I’m going to run out to my local dealership to purchase the car you have a special on this weekend or a great deal on local cable service because of a banner that I had to stare up into the sun and squint to try to read….which is of course after I had to put down my book and have the nice silence I was enjoying disturbed?!?!
</rant> 

While my rant is only one example of many different forms of interruption marketing, I think it is one that highlights why inbound marketing is so important. The potential customer is giving you permission to tell them about your services instead of interrupting them when they’re trying to concentrate at work, spend time with their family, etc.

For those not able to attend the Inbound Marketing Summit, it is being streamed live.  

You can also keep up with all the chatter on Twitter about the Inbound Marketing Summit.

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Tips from an Internet Marketing Expert

22 08 2008

Earlier this week I had the chance to sit down with Mike Volpe, Vice President of Marketing at HubSpot.  We talked about the differences between inbound and outbound marketing strategies as well as the importance of using internet PR and social media.

Mike will be a part of a top-notch group of presenters at the upcoming Inbound Marketing Summit on September 8th in Cambridge, MA.  As of the last time I checked in with Mike, there were only about 20 tickets left so get over to their site and sign-up.  Let me know if you’re going to be attending as I’ll be there as well.

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WBJ Central New England Sales Summit

31 07 2008

Yesterday I had the opportunity to attend the first ever Central New England Sales Summit put on by the Worcester Business Journal.  After the morning keynote by Scott Michael Zimmerman, the afternoon featured several breakout sessions.

One of the sessions which generated the most buzz was hosted by Mark Roberge and Peter Caputa of HubSpot as well as David Hurlbrink of Landslide.  The discussion focused on how to develop an inbound marketing strategy and how to utilize a CRM/SFA system to properly manage your sales funnel.

The slideshows from all of the presentations are available courtesy of the speakers and the WBJ.

Other blogs about yesterday’s event:

Peter Caputa: LiveBlogging about Blogging at the Worcester Business Journal Sales Summit
Rick Roberge: WBJ Sales Summit Feedback
Laura Briere: Our Own Personal Superstar
Betty Do: Sales Leadership Advice: Stop Selling!

The one-day event turned out to be a great event which was packed with a lot of information and provided for an excellent networking opportunity.  This event is definitely not one you want to miss next year!

Thanks to all those I had the chance to speak with yesterday and I look forward to talking with you in the future!


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Crafting an Inbound Marketing Strategy

28 07 2008

The HubSpot team just posted a video of a presentation that they recently gave.  The topic of discussion was about developing an inbound marketing strategy that incorporates SEO, blogging and social media to drive results.  They did an excellent job describing the synergy that is formed when you utilize all 3 in your marketing strategy.  Best of all is that their suggestions are completely free and just takes an investment of your time.  Granted, you could get into PPC campaigns, purchasing of themes for your blog, etc but at the basic level, which will produce great results, this strategy is free and ready to be implemented.

The video is about 40 minutes long.  If you don’t have time to view the video right now, at least take a look through the slides which are available for download at SlideShare.


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