Pow-wow thegrowthfactory

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1 POW-WOW thegrowthfactory

2 Contents Introduction 3 Tidal Marketing 5 Signal to Noise: Which comes first... 7 Inbound Marketing: Your Secret Weapon 9 Who You Tellin?! 11 Event Summary Page 12 2

3 INtroduction On June 3rd 2014, Dialogue, Hubspot and Amárach launched the new discipline of Inbound Marketing to Ireland. The Power of Me Pow Wow was a gathering of Irish business owners, academics, marketers and inbound practitioners who recognise that today s consumer doesn t trust business as they used to. Today s consumer is far more likely to seek unbiased advice from their friends, family and or colleagues. They do not appreciate interruption. They are overwhelmed and time starved and need their problems solved fast and with relevancy. To be relevant, marketing needs to capture and act on basic information. To do this we first need to earn their trust. To earn their trust we must do less selling and more servicing. Their trust will gladly follow. They will invest data with us on the condition we respect it and give them a more relevant experience. Inbound marketing is about delivering useful content at just the precise moment a buyer needs it. Outbound marketing has a role to play but is best meshed with inbound practices. We call this new dual process Tidal Marketing. Michael Killeen Dialogue Marketing E: mkilleen@dialogue.ie T: (00 353)

4 A thrilled customer is the most powerful asset ANY business can leverage Tidal Marketing Tidal Marketing uses both inbound and outbound marketing tactics. Inbound marketing helps the consumer find us and invites them into our website for information to help them with a decision. Outbound, on the other hand, sends out messages for consumers to trip over and hopefully engage with. Dialogue recognises there is a role for both forms of marketing and have created a new Tidal Marketing funnel to help clients manage their consumer s through this sales journey. We added a tail Delight to our Tidal Marketing funnel this is by far the most important part. When we delight a new customer by delivering an incredible first time experience, they will immediately share this with friends and family and become long time advocates of our brand. Tidal motivates customers to sell on our behalf and has turned retention into the most powerful form of acquisition. It helps companies build deep relationships with customers for life by tailoring experiences for each situation and anticipated need. Outbound and search generally feed the funnel. Inbound then massages these leads through the attraction, conversion, close and delight stages to turn strangers into thrilled customers and promoters of your business. Michael Killeen Chairman, Dialogue CLICK HERE for MICHAEL S SLIDE PRESENTATION CLICK HERE for MICHAEL S VIDEO PRESENTATION 4

5 Perfectly crafted corporate messages are on the decline 5

6 Signal to Noise: Which comes FIrst... Intention or Attention? Technology makes our life s easier. Thomas explains how inbound marketing tools and relevant creative can keep our messages front of mind with today s consumer when they are at the all important consideration stage. CLICK HERE for THOMAS slide PRESENTATION CLICK HERE for THOMAS video PRESENTATION Thomas O Duffy Growth Hacker, Dialogue 6

7 7 I need to get my whole marketing department into a room to understand the Tidal Marketing Approach. This is the perfect approach for our organisation

8 Inbound Marketing: Your Secret Weapon Kieran shares specific tips on how to start your inbound marketing programme. From designing tight personas to delivering engaging content, you will pick up invaluable insights that will guide you on your way. CLICK HERE for KIERAN S slide PRESENTATION CLICK HERE for KIERAN S video PRESENTATION Kieran Flanagan Hubspot, European Marketing Director 8

9 9 the all-powerful consumer is King, long live the King

10 who You Tellin?! Consumers have never been more opinionated or more vocal. They live and operate within concentric circles of communication, influence, sharing and belonging. Gerard discusses fresh Irish research on the drivers of consumer engagement with brands and the power of content to forge better relations with Irish consumers. CLICK HERE for GERARD S slide PRESENTATION CLICK HERE for GERARD S video PRESENTATION Gerard O Neill Managing Director, Amárach 10

11 Summary l No company in Ireland owns The Best Customer Experience. l Retention is our new acquisition. Give a customer a remarkable first time experience and they will sell your product for you. l Quit counting fans, followers, and blog subscribers like medals. Think, instead, about what you re hoping to achieve with a tight community that actually cares about what you re doing. l Find interesting stories to tell as a starter look to your customer s challenges. What are the most frequent questions they ask? Build your content strategy around answering the top 30 questions they have had in the past. l Don t worry so much about talking about your products. Build an audience first with compelling stories. l Worry less about corporate tone of voice and worry more about creating remarkable content that people will relate to. Click image to play Michael s intro video l Marketing without data is like driving a truck with your eyes closed. l The best way to sell something: don t sell anything. Earn the awareness, respect, and trust of those who might buy first. l The value of a company should be calculated by the level of amazing customer experiences its customers get. 11

12 Next steps Dialogue would like to meet with companies who are interested in sharpening their inbound and outbound strategy. It starts with an Inbound Marketing Assessment which can be done over the phone or face-to-face. If this is of interest, please contact: Michael Killeen Dialogue Marketing E: T: (00 353)

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