INBOUND MARKETING: Your Secrets to Success. · INBOUND MARKETING: Your Secrets to Success. Kieran...
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INBOUND MARKETING: Your Secrets to Success. Kieran Flanagan, Marketing Director (EMEA) @ HubSpot @searchbrat [email protected]
Transcript of INBOUND MARKETING: Your Secrets to Success. · INBOUND MARKETING: Your Secrets to Success. Kieran...
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.”
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We started here
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Don’t give up
(Persistent & Consistent)
Close
Recycle
Curated
Created
CoMarket
Resources
Required
Expected Results
YOUR CONTENT TYPES
Close
Recycle
Curated
Created
CoMarket
Resources
Required
Expected Results
YOUR CONTENT TYPES
Close
Curating Industry
News
Close
Curating Industry
News
Close
Recycle
Curated
Created
CoMarket
Resources
Required
Expected Results
YOUR CONTENT TYPES
Close
NewsJacking
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Data Driven
Content
Close
Data Driven
Content
Close
Interactive Tools
Close
Recycle
Curated
Created
CoMarket
Resources
Required
Expected Results
YOUR CONTENT TYPES
Close
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
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
CONTEXT TO PERSONALISE
DelightI’m a leadI’m a new
visitor
CONVERTS INTO QUALIFIED LEADS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
CONTEXT TO SEGMENT
DelightI love this
topic
Easily send follow up offer
to all people who download
this content
CLOSES ACTUAL SALES
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
CONTEXT TO SELL MORE
DelightI am ready
to be called
DELIGHTS YOUR CUSTOMERS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
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 ?
