Post on 29-Jun-2018
Kieran Flanagan, Marketing Director (EMEA) @HubSpot @searchbrat kflanagan@hubspot.com
How to Create an Inbound Marketing Funnel.
Let’s go back to 1965.
Introspective opening
Next fall will your cross country team
be wearing the best shoe possible?
Social Positioning
Bill Bowerman at Oregon said, “If I tried
to take the (marathon) shoe away from
Kenny Moore or Wade Bell, I’d have a
fight on my hands”.
Introspective opening
Next fall will your cross country team
be wearing the best shoe possible?
Testimonials
As a runner said, “The only people
who will be left wearing other shoes
will be either uninformed or idiots.”
Introspective opening
Next fall will your cross country team
be wearing the best shoe possible?
Social Positioning
Bill Bowerman at Oregon said, “If I tried
to take the (marathon) shoe away from
Kenny Moore or Wade Bell, I’d have a
fight on my hands”.
Fast forward to 2015.
Marketers are the ones tasked with
driving growth.
60% of the sales cycle is over – before a buyer talks to your salesperson. From: Corporate Executive Board
growth. Over achieve on revenue targets
growth. Over achieve on revenue targets
Sales team
hits 100%+
growth. Over achieve on revenue targets
Sales team
hits 100%+
Hit MQL & SQL target
growth. Over achieve on revenue targets
Sales team
hits 100%+
Hit MQL & SQL target
Hit monthly leads goal
growth. Over achieve on revenue targets
Sales team
hits 100%+
Hit MQL & SQL target
Hit monthly leads goal
Hit monthly traffic goal
growth. Over achieve on revenue targets
Sales team
hits 100%+
Hit MQL & SQL target
Hit monthly leads goal
Hit monthly traffic goal
growth. Over achieve on revenue targets
Sales team
hits 100%+
...Rinse, repeat & hire more sales reps!
Hit MQL & SQL target
Hit monthly leads goal
Hit monthly traffic goal
91% unsubscribe from email
44% of direct mail is never opened
86% skip TV ads
200M on the Do Not Call list
BROKEN.
THE OLD MARKETING PLAYBOOK
IS
INBOUND MARKETING = CONTENT + CONTEXT.
Our Inbound Marketing Methodology
Content
INBOUND MARKETING = CONTENT + CONTEXT.
BUILD MARKETING ASSETS.
Blog & eBooks Tools Photos Videos & Podcasts Presentations
Blogging can help us
reach over 1.5 million
people each month
Content assets, which are
valuable to our audience,
have helped us generate
over 50k leads a month
THINK LIKE A MEDIA COMPANY.
Build a real audience for your business
Most businesses will give
up here
And miss out on all this
Build a real audience for your business
IMPACT OF WEBSITE CONTENT ON INBOUND LEADS.
IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS.
INBOUND MARKETING = CONTENT + CONTEXT.
INBOUND MARKETING = CONTENT + CONTEXT.
As marketers we always want more traffic, leads,
customers.
But, in marketing we talk a lot about the crowd.
Your customers don’t want to feel like
they are part of the crowd.
They have different challenges and
goals.
CONTEXT IS PERSONAL.
NOT ONE SIZE FITS ALL.
CONTEXT IS
PERSONAL,
NOT ONE SIZE FITS ALL.
Context marketing means personalising
the experience across every interaction.
The Broad Context Marketing Strategy
Buyer Persona
Personalised
Email Content
Personalised
Lead Nurturing
Personalised
Website
Content
Personalised
Landing Pages
Personalised
Social Media
Engagement
Mobile Optimised
The Broad Context Marketing Strategy
We build a 360° view of every contact Demographic Data
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Behavioural Data
Blog articles read
Forms filled
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Who they are
What they are interested in
Persona
Driven
The Broad Context Marketing Strategy
…this allows us to create a marketing experience
tailored for our different personas.
Personalised
Email Content
The Broad Context Marketing Strategy
We can go beyond personalising around a First
Name.
The Broad Context Marketing Strategy
Personalised
Lead Nurturing
The Broad Context Marketing Strategy
Personalised
Website
Content
And ensure each touch point is personalised for that
individual.
The Broad Context Marketing Strategy
Personalised
Website
Content
Personal offers the right content at the right time,
The Broad Context Marketing Strategy
Personalised
Landing Pages
Personalised
Social Media
Engagement
The Broad Context Marketing Strategy
…and takes into consideration where and when they
consume content.
The Broad Context Marketing Strategy
Mobile
Optimised
It provides an experience that works across devices.
The right content, to the right person,
at the right time.
Stop speaking to our audience like
they are part of the crowd.
Start speaking to them,
as an audience of one.
INBOUND MARKETING = CONTENT + CONTEXT.
THANK YOU.
@searchbrat