The Payment Funnel: Create a Funnel to Get Paid Often and Early
How to Create a World Class Marketing Funnel with...
Transcript of How to Create a World Class Marketing Funnel with...
How to Create a World Class Marketing Funnel with Inbound Marketing
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
Our Inbound Marketing Methodology
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
An experience that works across devices
The Inbound Movement
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
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
You may have heard this before?
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
But do you know how long people have been
tired of advertising?
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
The first American
magazine is published in
Philadelphia.
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
This is what an Ad looked like.
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
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.
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
A scholar named Samuel Johnson writes:
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
A scholar named Samuel Johnson writes: Whatever is common is
despised.
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
A scholar named Samuel Johnson writes: Whatever is common is
despised. Advertisements are now so numerous that they
are very negligently perused.
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
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.
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
This is a BIG deal. It means people have been sick of ads for 2 ½ centuries!!!!!!!!!!
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
And it means “magnificence of promises” paves the way for puffery and deception in ads.
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
Some of my personal favorites.
Marketing has changed from selling us things,
Our Inbound Marketing Methodology
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
OUTBOUND
Advertising
Cold Calling
Cold Emails (SPAM)
Interruption
Marketer/Seller Centric
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
OUTBOUND
Advertising
Cold Calling
Cold Emails (SPAM)
Interruption
Marketer/Seller Centric
INBOUND
Search Optimisation
Blogging
Content / Guides
Attraction
Buyer - Centric
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
Ask yourself, do you own or rent your marketing?
70% of our blog leads are from OLD articles
56% of leads from campaigns >1 month ago
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
As marketers we always want more traffic, leads, customers.
But, in marketing we talk a lot about the crowd.
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
Our prospects and customers don’t want to
feel like they are part of the crowd.
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
They have different needs and are
different stages of the buying cycle.
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
74% of online consumers get frustrated when website
content appears that has
NOTHING to do with their interests.
Source: Janrain
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
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
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2
3
Gathering information
Personalising the
experience
Using context to help us sell
Adding Context to the Marketing Funnel
What challenge they’re
trying to overcome.
Who they are, and how
we can get in touch.
Who they work with and the
profile of the company.
Which department they work
with and at what level.
Gather Information
What challenge they’re
trying to overcome.
Who they are, and how
we can get in touch.
Who they work with and the
profile of the company.
Which department they work
with and at what level.
Gather Information
Form Submissions
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Gather Information
Interactions
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Form Submissions
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Gather Information
Interactions
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Form Submissions
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Build a 360° view of every contact
Gather Information
Form Submissions
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Build a 360° view of every contact
Who they are
Interactions
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Gather Information
Form Submissions
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Build a 360° view of every contact
Who they are
What they are interested in
Interactions
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Gather Information
Personal goes beyond knowing someone’s First
Name.
Personalise the experience – Email Marketing
I love this
topic
Personal goes beyond knowing someone’s First
Name.
Personalise the experience – Email Marketing
This is
interesting
…and takes into consideration where and when they
consume content.
This
company
cares
Personalise the experience – Social Media
Audience
Visitor Prospect Lead MQL Opportunity Customer
Context marketing produces strong
conversion rates across the funnel.
Integrated Systems
Corporate
Cathy
Marketing Mary
Owner Ollie
Bu
ye
r P
ers
on
a
Lifecycle Stage
Visitor Prospect Lead MQL Opportunity Customer
Visitor Prospect Lead MQL Opportunity Customer
Visitor Prospect Lead MQL Opportunity Customer
Integrated Systems
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
Increase in monthly traffic
Increase in monthly leads
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
Increase in monthly traffic
Increase in monthly leads
Increase in revenue
Complete visibility into
interaction with our
marketing & sales material.
Using Context to Help us Sell
Complete visibility into which channels
are producing customers, helping us
make more informed investments.
Using Context to Help us Sell
Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
Using Context to Help us Sell
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2
3
Gathering information
Personalising the
experience
Using context to help us sell
Adding Context to the Marketing Funnel
1
2
3
Gathering information
Personalising the
experience
Using context to help us sell
Adding Context to the Marketing Funnel
Pulling It All
Together