Video Transcript

00:10 Brian Halligan: Let me talk about this concept of context, sort of a new topic I'm working on. So, this is a picture of my co-founder, Dharmesh, a terrific guy. And when Dharmesh visits, something very interesting happens. These are the books that they market to him. So, they market to him books on how to write software using Python and books about how to raise a toddler, and that's fascinating to me. He's never met a soul inside of Amazon, he's never had a sales call with anyone with Amazon, he doesn't know anyone in there, he's never met them. But somehow, they know him very well. He's got a toddler that's two years old, and he's a geek, and he's trying to learn a new software programming language, Python. They hit the nail on the head, it's very contextualized, okay?

00:56 Halligan: So, if I visited Amazon and saw that same stuff, that wouldn't work very well, but Amazon, same thing. I have never met Jeff Bezos or any of his minions over there. But somehow they know I'm a Deadhead, somehow they know I'm a Red Sox fan, somehow they know I'm into venture capital and start-ups. They really hit the nail on the head, and they use this context to get their conversion rate way up, way, way, way up. And so, I find that very interesting. And so I picked out a few companies that I thought were interesting. And I want you to think to yourselves a little bit, "What do these companies have in common?" Just think to yourselves for a sec. There's two things these companies all have in common.

01:34 Halligan: Okay. First thing is, they went from zero to $1 billion market cap in something like five years. Rockstar companies, right? We'd all like to be like that. Second thing is, they're all world class at this idea of context marketing. Very, very, very clever about creating not big giant segments, but segments of one. The more I use their sites, the more they understand about me, the more personalized the marketing, the more likely I am to use their site. Netflix, the more I buy on Netflix, the more they understand that I really like documentaries and they keep marketing documentaries to me. Facebook, the more I use Facebook and connect with people on Facebook, the better quality their ads get. They all use that same mechanism to increase the personalization, that contextualization of their sites and their emails and pull people through.

02:21 Halligan: That's where I think the future of marketing is headed, this mass-personalization. They all work the same way. The more you use the site, the more personalized it gets. The better value you get, the more likely you are to convert, yadda, yadda, yadda, right? They all work the exact same way. And I think all businesses should work this way. Your prospect, you know a lot about your prospects. What are they talking about on Facebook? What are they talking about on Twitter? What are they saying on your blog? Have they visited your pricing page? All businesses should start to understand the user behavior and really personalize and contextualize their experiences through emails and websites and whatnot to really increase the conversion rates of their customers. So, inbound marketing is really about two things. There's two sides of the heart. Use content to pull people in, use this concept of context to pull people through your funnel. And here is my goal. I'm gonna step up my goal.

03:13 Halligan: So, my goal for all of you is 5X the number of visitors to your website in the next year. And I looked at the conversion rate... Thank you. I looked at the conversion rates for your webs... I looked at everybody in the room's web traffic. The average company in here's web traffic is about 5,000 visitors per month, okay? And then I looked at the conversion rate for visitor to lead for everyone in here. And this is a little tougher to get, but I approximated, and it's about 1.3% visitor to lead. You with me? And so what I want everybody to do this year is go from 5000 visitors a month to 25,000 visitors a month and then from 1% conversion rate to a 5% conversion rate. And that's 25X the number of leads and then you're kicking ass on the Inc 500. You're battling for number one. And the way you do it is create lots of content to pull people in, 5X more, create that context to pull people through, much higher conversion rate.