Date post: | 23-Aug-2014 |
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Internet |
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Thesis defense
Inbound Marketing for startups: How to earn Customers without paying for them?AT Internet Success Story
David Planchot - MBA Web Business
David Planchot - MBA Web Business
Overview
1. Interruption Marketing
2. Inbound Marketing
3. Story about Inbound Marketing
4. Results of Inbound Marketing Strategy
5. Conclusion
David Planchot - MBA Web Business
Many people think This is How
Web Marketing Works…
David Planchot - MBA Web Business
Many people think this is how Web Marketing works…
David Planchot - MBA Web Business
Many people think this is how Web Marketing works…
David Planchot - MBA Web Business
Many people think this is how Web Marketing works…
David Planchot - MBA Web Business
Many people think this is how Web Marketing works…
That’s Interruption Marketing
R
David Planchot - MBA Web Business
That’s not How people Buy in 2014!
Interruption marketers
R
David Planchot - MBA Web Business
That’s not How people Buy in 2014!
You and me
Interruption marketers
R
David Planchot - MBA Web Business
That’s not How people Buy in 2014!
You and me
Interruption marketers Ads
R
David Planchot - MBA Web Business
That’s not How people Buy in 2014!
David Planchot - MBA Web Business
How people buy a Web Analytics solution in 2014
David Planchot - MBA Web Business
Realize a need
David Planchot - MBA Web Business
Investigate options
David Planchot - MBA Web Business
Seek out Experts
David Planchot - MBA Web Business
Find communities
David Planchot - MBA Web Business
Brand awareness on Social Media
David Planchot - MBA Web Business
and Convert!
David Planchot - MBA Web Business
That’s How people Buy in 2014!
David Planchot - MBA Web Business *Via Forrester’s Interactive Marketing 2012
Report
Inbound Marketing = 90% of traffic(but only $5 Billion dollars invested in 2012*)
David Planchot - MBA Web Business *Via Forrester’s Interactive Marketing 2012
Report
Inbound Marketing = 90% of traffic(but only $5 Billion dollars invested in 2012*)
Paid Marketing =10% of traffic
($40 Billion dollars invested in 2012*)
David Planchot - MBA Web Business
Now, let’s start with a story about Inbound Marketing…
David Planchot - MBA Web Business
One Upon a time, in the Web Analytics War…
David versus Goliath
AT Internet
AT Internet Googl
e
AdobeIBM
Webtrends
David Planchot - MBA Web Business
How Inbound Marketing helped AT Internet to fight Goliath…
David Planchot - MBA Web Business
With a content Strategy
David Planchot - MBA Web Business
With a Social Media Strategy
David Planchot - MBA Web Business
And a Good Conversion Funnel
David Planchot - MBA Web Business
Results of Inbound Marketing strategy
12-oc
t
12-no
vdé
c-12
janv-1
3fév
r-13
mars-13
avr-1
3mai-
13jui
n-13jui
l-13
août-1
3
sept.-1
3oct
.-13
nov.-
13dé
c-13
janv-1
4fév
r-14
mars-14
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500 SEO Traffic evolution on Website in 2013
David Planchot - MBA Web Business
Results of Inbound Marketing strategy
12-oc
t
12-no
vdé
c-12
janv-1
3fév
r-13
mars-13
avr-13
mai-13jui
n-13jui
l-13
août-1
3
sept.-1
3oct
.-13
nov.-
13dé
c-13
janv-1
4fév
r-14
mars-14
0
2000
4000
6000
8000
10000
12000
Blog traffic evolution in 2013
Visites Nombre pages vues
David Planchot - MBA Web Business
12-oct
12-nov
déc-12
janv-13
févr-13
mars-13
avr-13
mai-13
juin-13
juil-13
août-13
sept.-13
oct.-13
nov.-13
déc-13
janv-14
févr-14
mars-14
-
20
40
60
80
100
120
140
160
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
0.35%
0.40%
Increase of leads number in 2013
Nombre de leads Taux de conversion
Results of Inbound Marketing strategy
David Planchot - MBA Web Business
2013: Inbound Marketing results for AT Internet
Blog Traffic and Inbound Marketing actions+ 200 %Website Traffic+ 250 %Lead Generation+ 80 %
Revenue+ 20 %
Net results+ 30 %
18 M €0,7 M
€
David Planchot - MBA Web Business
2011: Web analytics Competition
David Planchot - MBA Web Business
2014: Web analytics Competition
AT Internet win against Goliath
David Planchot - MBA Web Business
And the CEO of AT Internet thanked me on LinkedIn!
David Planchot - MBA Web Business
Conclusion
« If you have more money than brains, you should focus on Outbound Marketing.
But if you have more brains than money, you should focus on Inbound Marketing »
Guy Kawasaki,Founder of Alltop.comChief Evangelist, Canva
David Planchot - MBA Web Business
Thank you!
David Planchot06 13 40 24 77Twitter : @DavidplanchSite : www.david-planchot.com Mail : [email protected] : www.linkedin.com/in/davidplanchot
Thank you for your attention