Let’s start with a story.

Let’s go back to 1965.

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.”

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

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

22%

19%

13%

12%

8%

5% 5%

4%

3%

0%

5%

10%

15%

20%

25%

Social Media SEO Email Marketing Blogs PPC Direct Mail Trade Shows Telemarketing Traditional Advertising

Most important lead sources over the last 6 months

Marketers are achieving growth through a new set of tools.

Grew leads by 558% & revenue by 60% using optimised landing pages to gate their valuable content and convert their website visitors into leads.

Marketers are achieving growth through a new set of tools.

Grew MQLs by 54% using HubSpot to better nurture their leads DB through smart email workflows and shorten their sales cycle by 20%.

Marketers are achieving growth through a new set of tools.

Grew leads by 5x through blogging and SEO, which paid back their entire HubSpot investment within 5 weeks.

Marketers are achieving growth through a new set of tools.

Inbound marketing is no magic, just a proven way of working and you get more leads, end of story.

Cai Essén, IVT

54% more leads are generated by

inbound tactics than traditional paid

marketing.

2X as many marketers say inbound delivers below average cost per lead

than outbound methods.

€18K is the average

companies save per year by investing in

inbound marketing vs. outbound.

Most effective marketing tactics?

Proof of inbound’s return on investment?

Leverage these tactics to drive growth?

The inbound marketing methodology.

Growth panel with local HubSpot customers.

Inbound marketing playbook for growth.

Marketing has changed. 2 Kieran Flanagan, Director of Marketing (EMEA), HubSpot @searchbrat

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  

You may have heard this before?

But do you know how long people have been tired of advertising?

The first American magazine is published in Philadelphia.

This is what an Ad looked like.

It’s all about the headline

The first ads were essentially personal classifieds. Clever ad copy wasn’t a thing yet, so advertisers played with headlines to garner attention.

Then,

A scholar named Samuel Johnson writes:

A scholar named Samuel Johnson writes: Whatever is common

is despised.

A scholar named Samuel Johnson writes: Whatever is common

is despised. Advertisements are now so numerous that they are very

negligently perused.

A scholar named Samuel Johnson writes: Whatever is common

is despised. Advertisements are now so numerous that they are very

negligently perused.

It has become necessary to gain attention by

magnificence of promises.

This is a BIG deal.

It means people have been sick of ads for 2 ½ centuries!!!!!!!!!!

And it means “magnificence of promises” paves the way for puffery and deception in ads.

Some of my personal favorites.

Marketing has changed from selling us things,

to helping us do things.

Our Inbound Marketing Methodology

OUTBOUND

Advertising Cold Calling

Cold Emails (SPAM)

Interruption

Marketer/Seller Centric

OUTBOUND

Advertising Cold Calling

Cold Emails (SPAM)

Interruption

Marketer/Seller Centric

INBOUND

Search Optimisation Blogging Content / Guides Attraction Buyer - Centric

Ask, do you own or rent your marketing?

56% of leads from campaigns

>1 month ago

70% of our blog leads

are from OLD articles

Do you own or rent your marketing?

56% of leads from campaigns

>1 month ago

70% of our blog leads

are from OLD articles

ADs are temporary. When your budget disappears so does your audiences attention.

Marketers are using a new set of tactics to dominate their industry

Free Tools Content Context

http://www.makemypersona.com

-  Average CPL is £40 -  Cost of tool £1500 generating 1,187

leads. -  Generated £47,480 in value so far -  Will keep generating new leads each

day because people are looking for information on creating their personas

Tools can improve metrics throughout the funnel

Sales intel!

Marketers are using a new set of tactics to dominate their industry

Free Tools Content Context

Blog & eBooks Photos Video & Podcasts Presentations

Build Content Assets

Blog & eBooks Photos Video & Podcasts Presentations

Build Content Assets

THINK LIKE A PUBLISHING COMPANY.

Build a real audience for your business

Most businesses will give up here

Build a real audience for your business

And miss out on all this

91% Of marketers say they

use content in their marketing

42% say they are

effective at it.

Starts with Quality Content

Inspiration x Empathy x Utility = Quality Content

- Ann Handley

Inspiration x Empathy x Utility = Quality Content

Inspiration x Empathy x Utility = Quality Content

Inspiration x Empathy x Utility = Quality Content

Inspiration x Empathy x Utility = Quality Content

Goldcore launched an industry leading blog that helped them to over 24,000 social followers and is one of the main reasons they grew leads generated by 80%. The blog is regularly quoted in publications like Bloomberg, the FT, WSJ and Reuters.

F1F9 launched a blog, 10 ebooks, a bunch of great webinars and a free 31 day email course that helped grow their traffic from 10,000 visits to 60,000 and 50 new leads per month to 750 from inbound. The email course has generated over 10,000 sign ups to date.

Marketers are using a new set of tactics to dominate their industry

Free Tools 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.

74% of online consumers get frustrated when website content appears that has

NOTHING to do with their interests. 

Source: Janrain

An experience that works across devices

Desktop Mobile

2x bounce rate on mobile landing pages

Putting it together will help you

1. Attract new visitors 2. Convert new leads 3. Help close customers

Blog Social Media SEO

Landing Pages

Optimized Email

Calls to Action

Sales Alerts

Closed Loop

Increase in monthly traffic

Increase in monthly leads

Increase in revenue

Increase in monthly traffic

Increase in monthly leads

Increase in revenue

3.5x Average Increase in Monthly Website Visitors

6.1x Average Increase in Monthly Leads

69% Report Growth in Revenue

HubSpot customers saw an increase in sales revenue within one year. 72%

#GrowWithHubSpot

Marketing and Sales SaaS

Platform

#1 in Marketshare

and Customer Satisfaction

13,600+ Customers in 90+ Countries

An experience that works across devices

The Inbound Movement

An experience that works across devices

2015 15000+ customers in 90+ countries

#GrowWithHubSpot

How do you make everything work together?

Behind the Scenes: How HubSpot Grows ... with HubSpotLisa Toner, Head of Relationship Marketing, @lisatoner13

3

#GrowWithHubSpot

#GrowWithHubSpot

#GrowWithHubSpot

52% of marketers are NOT ! tracking sales as a metric to !

measure their content marketing! !

- Driving Content Marketing Success in Europe - 2015!

#GrowWithHubSpot

#GrowWithHubSpot

Let’s kick off a campaign !

Downloaded over 20,400 times. (and counting)

#GrowWithHubSpot

Inbound Marketing Campaign Playbook

1 2 3 4 5 Goal & Target

Content & Conversion Path

Promote the Offer like Crazy

Share Intel & Nurture Leads

Track & Optimize

#GrowWithHubSpot

Semi- fictional representations of your ideal customer based on real data and some select educated speculation about customer

demographics, behavior patterns, motivations, and goals.

What did the last person who bought your product/service look like?

Profile:!•  Professional marketer (VP, Director, Manager)!•  Mid-sized company (25-200 employees)!•  Small marketing team (1-5 people)!•  BComm (BU), MBA (Babson)!•  42, Married, 2 Kids (10 and 6)!!Goals:!•  Support sales with collateral and leads!•  Manage company communications!•  Build awareness!!Challenges:!•  Too much to do!•  Not sure how to get there!•  Marketing tool and channel mess!

Mary loves HubSpot because:!!

•  Easy to use tools that make her life easier!•  Learn inbound marketing best practices!•  Easier reporting to sales and CEO!

Marketing Mary!

#GrowWithHubSpot

1,450! 375! 67!951!

#GrowWithHubSpot

Inbound Marketing Campaign Playbook

1 2 3 4 5 Goal & Target

Content & Conversion Path

Promote the Offer like Crazy

Share Intel & Nurture Leads

Track & Optimize

#GrowWithHubSpot

For Mary!ü Hungry for data!ü Benchmark her efforts!ü  Identify Opportunities to improve!!!For HubSpot!ü Thought leadership for HubSpot!ü Competitors can’t replicate!!

#GrowWithHubSpot

People have problems. Your company has answers. Be the conductor of that information and solve a problem.

#GrowWithHubSpot

#GrowWithHubSpot

#GrowWithHubSpot

What our prospect is searching for:

•  Finance classes •  Finance tests

•  Careers in finance •  Courses in finance

•  Career advancement in finance •  Night classes in finance •  Finance class auditing

•  Economics classes and training

Compelling Offer Ideas:

•  A Step by Step Guide to Building a Career in Finance

•  Ebook: How to Accelerate your Finance Career in 90 Days

•  Webinar: A Career Map for the Finance Industry & What it Takes

to Get to the Top •  Free Tool: Online Certification

“readiness” Exam

Ex: “We provide online finance classes for busy professionals”

#GrowWithHubSpot

#GrowWithHubSpot

#GrowWithHubSpot

#GrowWithHubSpot

#GrowWithHubSpot

Inbound Marketing Campaign Playbook

1 2 3 4 5 Goal & Target

Content & Conversion Path

Promote the Offer like Crazy

Share Intel & Nurture Leads

Track & Optimize

#GrowWithHubSpot

If a tree falls in the forest ...

#GrowWithHubSpot

59% of B2B marketers say email is the most effective channel for generating revenue.

#GrowWithHubSpot

#GrowWithHubSpot

All blog subscribers that are not leads

All qualified leads older than 100 days All sales opportunities All customers and partners

#GrowWithHubSpot

Marketers who have prioritised blogging are 13x more likely to see positive ROI.

#GrowWithHubSpot

#GrowWithHubSpot

#GrowWithHubSpot

Social media has a 2X lead-to-close rate

than outbound marketing.

#GrowWithHubSpot

#GrowWithHubSpot

#GrowWithHubSpot

Inbound Marketing Campaign Playbook

1 2 3 4 5 Goal & Target

Content & Conversion Path

Promote the Offer like Crazy

Share Intel & Nurture Leads

Track & Optimize

#GrowWithHubSpot

According to a Corporate Executive Board study, 87% of the terms Sales and Marketing use to describe each other are negative.

Give sales the information they want to know.

What companies are visiting our site?

What pages have they viewed?

What have they converted on?

How engaged are they?

When are they on our site?

What emails have they opened?

Who are they on social media?

What is their lead score?

#GrowWithHubSpot

Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads.

#GrowWithHubSpot

#GrowWithHubSpot

Marketing-Driven Nurturing!

#GrowWithHubSpot

Sales-Driven Nurturing!

#GrowWithHubSpot

Inbound Marketing Campaign Playbook

1 2 3 4 5 Goal & Target

Content & Conversion Path

Promote the Offer like Crazy

Share Intel & Nurture Leads

Track & Optimize

#GrowWithHubSpot

#GrowWithHubSpot

#GrowWithHubSpot

#GrowWithHubSpot

#GrowWithHubSpot

#GrowWithHubSpot

#GrowWithHubSpot

Let’s recap:

#GrowWithHubSpot

Inbound Marketing Campaign Playbook

1 2 3 4 5 Goal & Target

Content & Conversion Path

Promote the Offer like Crazy

Share Intel & Nurture Leads

Track & Optimize

#GrowWithHubSpot

marketing.grader.com!