Download - 10 Inbound Marketing Tools That Generate More High-Quality Leads and Close Sales Faster

10 Inbound Marketing Tools That Generate More

High-Quality Leads and Close Sales Faster

Joshua Feinberg Co-Leader of Boca Raton HubSpot User Group

Co-Founder and Chief Inbound Marketing Officer of SP Home Run @joshua_feinberg

Welcome!

The Boca Raton HubSpot User Group (HUG) is composed of marketers and small business owners looking to master the HubSpot software and inbound marketing to get the best results.

We meet 4 times a year in Boca Raton, Florida (Palm Beach County) to network, share ideas, and give presentations.

Why?

• Network with and learn from other Inbound marketers in the greater Boca Raton, Florida area.

• Discover new ways to attract, convert, close, and delight customers and clients, so you can grow your business or organization.

Please Add This to Your Calendar Now!

• Tuesday morning, September 30 @ 9am-11am

• Same location

• Watch your inbox and social media for details and the registration link

Boca Raton HUG on Social Media

• Join the LinkedIn Group for the Boca Raton HubSpot User Group (HUG)

• Follow @BocaHUG on Twitter (Use #bocahug)

South Florida HubSpot User Groups

• Boca Raton – Co-Leaders Joshua Feinberg

and Jennifer Rossler – @BocaHUG

• West Broward – Leader Kristen Clinton – @HUGBroward

• Miami – Leader Alex Duran – @DuranMccoy

INBOUND 2013 Opening Video http://www.youtube.com/watch?v=49Fo3k8jfqI

http://www.youtube.com/watch?v=49Fo3k8jfqI

http://www.inbound.com

INBOUND 2013 Recap http://www.youtube.com/watch?v=51yxHQVEU20

Full INBOUND 2014 Agenda is Now Posted: http://www.inbound.com

http://www.youtube.com/watch?v=51yxHQVEU20

http://www.youtube.com/watch?v=51yxHQVEU20

http://academy.hubspot.com/certification

Your Biggest Marketing Challenge

Word Cloud via JasonDavies.com

Who’s Here Today? • Please introduce yourself

– Joshua Feinberg (Boca Raton HUG Co-Leader) – SP Home Run / Inbound Agency for B2B Tech Companies – HubSpot Professional User Since 2011

• Inbound Certified, HubSpot Certified, HubSpot Certified Partner

– What You’re Looking to Get Out of Attending Today and at Future Meetings • Learn Together • Build a Community

SCORE South Palm Beach • Very fortunate to have one of the highest-ranked SCORE

chapters in the USA right in our own backyard

• #1 SCORE Chapter in the Nation for 2012

• Hal Finkelstein, Chairman of the South Palm Beach SCORE

• Save the Date: Saturday, May 9, 2015

– Seventh Annual SCORE Business Conference at Lynn University

• Educational Programs and Business Counseling Year Round

• Visit http://www.scoresouthflorida.net

• Call 561-981-5180

http://www.scoresouthflorida.net/



Boca Raton HubSpot User Group + SCORE South Palm Beach was Mentioned in the June HUG Leader Office Hours Webinar

Who’s Here Today?

• Please introduce yourself

– Name

– Company/Organization/Location

– HubSpot User Since… (or Future HubSpot User)

– What You’re Looking to Get Out of Attending Today and at Future Meetings

10 Inbound Marketing Tools That Generate More

High-Quality Leads and Close Sales Faster

Joshua Feinberg Co-Leader of Boca Raton HubSpot User Group

Co-Founder and Chief Inbound Marketing Officer of SP Home Run @joshua_feinberg

What is HubSpot? (HubSpot Co-Founders

Brian Halligan and Dharmesh Shah) http://www.youtube.com/watch?v=X_bqIr7pGzQ

http://www.youtube.com/watch?v=X_bqIr7pGzQ

http://www.youtube.com/watch?v=X_bqIr7pGzQ

Any Baseball Fans?

How to Build a Team

• How many players are on an active roster in Major League Baseball?

• How many players need to be there at game time to play the field for an inning?

• What happens if you show up with only your best pitcher, catcher, and position player?

How to Build a Team

• Now what happens if you start doing…? – SEO

– Social Media

– Google AdWords

• But you have no…? – Content

– Context

Ghost Town

“abandoned village, town or city, usually one which contains substantial visible remains. A town often becomes a ghost town because the economic activity that supported it has failed, or due to natural or human-caused disasters” (Wikipedia)

Don’t Be THAT Guy!

What Is Inbound?

Source: HubSpot Inbound Methodology

Inspired by “The Way I Work” Inc. Magazine

Agenda

• Drive more highly-targeted traffic to your website • Differentiate by arriving earlier in the sales cycle, so you

can protect your pricing power and margins • Convert more of the right decision makers into

highly-qualified leads • Accelerate the sales cycle with fewer labor-intensive

sales touchpoints

Drive More Highly-Targeted Traffic to Your Website

Why? 57% of the typical B2B sales cycle is over before prospects talk to anyone (Source: CEB)


What have you searched for this week? How do you know what your ideal buyers are searching for?


Persona Research • Don’t Guess • Ask • Analyze • Pre- / Post-Sales FAQs • Find the Consensus


Keyword Research • Google Suggest • Google Organic and

PPC Results • HubSpot Keyword Tool

(Volume vs. Difficulty)


Strategic Blogging • One Long-Tail Keyword • For One Buyer Persona • For One Life Cycle

Stage


Re-Purpose Blogs • SlideShare • YouTube • Wistia HubSpot

Integration


Schedule Social Publishing • High Frequency • Repeat Every 3 Days • Multiple Profiles and

Multiple Channels

Agenda



highly-qualified leads • Accelerate the sales cycle with fewer labor-intensive sales

touchpoints

Differentiate By Arriving Earlier In the Sales Cycle

Create Solution-Focused Content for Awareness (Research) Lifecycle Stage • Keyword Selection • Premium Content

Offers

Awareness

Consideration

Decision

Differentiate By Arriving Earlier In the Sales Cycle

Create Solution-Focused Content for Awareness (Research) Lifecycle Stage • Keyword Selection • Premium Content

Offers

Agenda




sales touchpoints

Convert More Decision Makers into Qualified Leads

Calls to Action • Action Verbs • Create a CTA • Create a Smart CTA

Convert More Decision Makers into Qualified Leads

Forms and Landing Pages • Use Smart Fields to

Avoid Asking for the Same Data Twice

• Balance Conversion Rate vs. Qualification

Agenda




sales touchpoints

Accelerate the Sales Cycle With Fewer Touchpoints

Smart Lists + Workflows • Automate When

Lower Lifetime Value • Drip Best Content for

Each Persona and Lifecycle Stage


Webinars • Repurpose Blog Posts

and White Papers • Use Recordings for

Lead Generation • Leverage Integration


Signals • Real Time Lead Revisit

Notifications • Real Time Email Open

and Click Through Notifications

Signals Sales Coach

http://www.youtube.com/watch?v=fLyCVOrua2s



Recap of the 10 Inbound Marketing Tools

That Generate More High-Quality Leads and

Close Sales Faster

1. Persona Research

2. Keyword Research

3. Strategic Blogging

4. Re-Purposed Blogs

5. Scheduled Social Publishing

6. Solution-Focused Content

7. Calls to Action

8. Forms and Landing Pages

9. Smart Lists + Workflows

10. Webinars

11. Signals

Agenda




sales touchpoints

Q&A Clinic (New)

Optional, Complimentary 30 Minute Q&A Clinic Immediately Following Todays’ Meeting:

• For HubSpot Customers

• For Non-HubSpot Customers Looking to Either Schedule an Inbound Marketing Assessment or Start a HubSpot Trial

Special Thanks

• SCORE South Palm Beach for allowing us to meet here

–Hal Finkelstein @SCORESoPalmBch

• HubSpot for sponsoring @HubSpot

– Sarah Papachristos @SarahPapa

For More Info • This slide deck is now live on BocaHUG SlideShare (Please Like and Share!)

• Boca Raton HubSpot User Group

– Subscribe at BocaHUG.com

– Follow @BocaHUG on Twitter

– Join the LinkedIn Group for the Boca Raton HubSpot User Group

• Joshua Feinberg from SP Home Run

– Email joshua at sphomerun dot com

– Connect with Joshua Feinberg on LinkedIn

– Follow @Joshua_Feinberg on Twitter