Hampton Roads HubSpot User Group!March 13, 2014

Agenda

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Inbound Marketing Overview

A Step By Step Guide to Inbound Marketing Strategy

Discussion

Over 80 HUGs Worldwide

n = 1,460 Source: Corporate Executive Board

Now, buyers are at least 57% through buying process before they FIRST contact the seller

Customer Due Diligence

Begins

Customer’s First Contact with

Supplier

Customer Purchase Decision

Through this period customers have largely decided on their needs, leaving suppliers

to compete on price.

57% Complete

Source: http://www.stateofinboundmarketing.com/

Source: http://www.stateofinboundmarketing.com/

Source: http://www.stateofinboundmarketing.com/

Inbound Marketing Methodology

A STEP BY STEP GUIDE TO INBOUND MARKETING STRATEGY

The Steps

1. Setting Goals

2. Getting Found

3. Getting Leads

4. Acquiring Customers

5. Retaining Customers

6. Account Analysis

Step 1: Setting Goals

Discovery Session

Create a Buyer Persona

Industry Research

Step 2: Getting Found

Keyword Research

Onsite SEO

Editorial Calendar

Blog Writing, and Posting

Pay-Per-Click

Social Marketing

Step 3: Getting Leads

Premium Content Production

Landing Page Design

Call-to-Action Creation

Step 4: Acquiring Customers

Alignment of Sales and Marketing

Lifecycle Communications

Lead Nurturing

Automated Workflows

Closed-Loop Reporting

Step 5: Retaining Customers

Continued Education Pieces

Segmented Customer Newsletters

Referral Programs

Step 6: Account Analysis

Marketing Benchmarks

Onsite Analysis

Offsite Analysis

Monthly Reporting

Connect!

NEXT MEETUPTHURSDAY, APRIL 10, 2014 6PM JOE’S CRAB SHACK CHESAPEAKE