INBOUND MARKETING: Your Secrets to...

INBOUND MARKETING: Your Secrets to Success.

Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat [email protected]

Kieran Flanagan@searchbrat“Highly motivated

marketing geek high

on data crack.”

Our Inbound Marketing Methodology

Source - http://www.hubspot.com/products/inbound-marketing/

for how your customers

buy today

Have a Need

65% Europeans

88% UK B2B

Research Options

Research Options

TrustNetworks

They like to educate themselves

rather than speak with a sales person

60% of the sales

cycle is over – before

a buyer talks to your

salesperson.

Corporate Executive Board: bit.ly/zub217

Convert

Retain Customers

Retain

Your consumer has changed,

They are in control.

Don’t Interrupt

Be What’s Consumed

Inbound Marketing

is the art of

creating persona

driven marketing

across your entire

funnel.

@Searchbrat

How You Can be

Successful with

Inbound Marketing.

1BUYER

PERSONAS

KNOW YOUR BUYER

PERSONAS11 Be Relevant

of European marketers are

focused on reaching the right

audience, and converting them

into leads.

23%

of European marketers

are focused on reaching

the right audience, and

converting them into

leads.

23%

Resource: http://offers.hubspot.com/2013-state-of-inbound-marketing-europe

@CMIContent

“54% of b2b

marketers are

going to increase

their spend on

content marketing

this year.”

MARKETING MARY• Professional marketer (VP, Director, Manager)

• Mid-sized company (25-200 employees)

• Small marketing team (1-5 people)

• BComm (DIT), MBA (Smurftt)

• 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

Loves HubSpot because:

• Easy to use tools that make her life easier

• Learn inbound marketing best practices

• Easier reporting to sales and CEO

Researching Your Personas:Know What To Ask.

1

Persona Profile Checklist

Researching Your Personas:Know Who To Ask.

2

Research your

customers

Listen on

Social Media

Segment Your Lists

Use Lead

Intelligence

Form fields

Woah!

Wow!

Cool!

Good to know! Yes!

Awesome!

Great!

Talk to sales The biggest

problem our

prospects have

is…

3Create

Marketing Assets

Create a Content Machine22Create a Content Machine

@TheSalesLion

Great content is the

best sales tool in

the world.

“It’s easy for HubSpot to talk about content. They have lot’s of resources.”

Close

0

2000000

4000000

6000000

8000000

10000000

12000000

14000000

2006 2007 2008 2009 2010 2011 2012

TRAFFIC TO HUBSPOT.COM

We started here

Close

0

2000000

4000000

6000000

8000000

10000000

12000000

14000000

2006 2007 2008 2009 2010 2011 2012

TRAFFIC TO HUBSPOT.COM

Don’t give up

(Persistent & Consistent)

Close

Recycle

Curated

Created

CoMarket

Resources

Required

Expected Results

YOUR CONTENT TYPES

Close

Curating Industry

News

Close

Recycle

Curated

Created

CoMarket

Resources

Required

Expected Results

YOUR CONTENT TYPES

Close

NewsJacking

Close

Data Driven

Content

Close

Interactive Tools

Close

Recycle

Curated

Created

CoMarket

Resources

Required

Expected Results

YOUR CONTENT TYPES

Blog & eBooks Tools Photos Videos & Podcasts Presentations

RECYLCE IN LOTS

OF FORMATS

Close

Recycle

Curated

Created

CoMarket

Resources

Required

Expected Results

YOUR CONTENT TYPES

Close

Think

Partnerships

THINK LIKE A PUBLISHING COMPANY.

Great content teams suck in

valuable information

Great content teams suck in

valuable information

ASSETS MEAN YOU OWN YOUR MARKETING

Vs

70%of our blog

leads are from

OLD articles

3Create

Marketing Assets

Create a Content Machine23

Context to Personalise your

Funnel3USE CONTEXT

TO PERSONALISE

PERSONALISE YOUR MARKETING

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

Enterprise Erin Owner Ollie

ATTRACT QUALIFIED VISITS



CONTEXT TO PERSONALISE

DelightI’m a leadI’m a new

visitor

CONVERTS INTO QUALIFIED LEADS



CONTEXT TO SEGMENT

DelightI love this

topic

Easily send follow up offer

to all people who download

this content

CLOSES ACTUAL SALES



CONTEXT TO SELL MORE

DelightI am ready

to be called

DELIGHTS YOUR CUSTOMERS



CONTEXT TO DELIGHT CUSTOMERS

I’m already

a customer

4MEASURE LIKE

a BOSSAct like a Sales

team4Act like a Sales

team4

Align Your Marketing & Sales

€

Demo

€

Trial

€

Contact

Sales

€

IMA

Measure daily, Evolve Fast

Questions ?

INBOUND MARKETING: Your Secrets to...

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