Hampton Roads HubSpot User Group!March 13, 2014
Agenda
!
Inbound Marketing Overview
A Step By Step Guide to Inbound Marketing Strategy
Discussion
Over 80 HUGs Worldwide
n = 1,460 Source: Corporate Executive Board
Now, buyers are at least 57% through buying process before they FIRST contact the seller
Customer Due Diligence
Begins
Customer’s First Contact with
Supplier
Customer Purchase Decision
Through this period customers have largely decided on their needs, leaving suppliers
to compete on price.
57% Complete
Source: http://www.stateofinboundmarketing.com/
Source: http://www.stateofinboundmarketing.com/
Source: http://www.stateofinboundmarketing.com/
Inbound Marketing Methodology
A STEP BY STEP GUIDE TO INBOUND MARKETING STRATEGY
The Steps
1. Setting Goals
2. Getting Found
3. Getting Leads
4. Acquiring Customers
5. Retaining Customers
6. Account Analysis
Step 1: Setting Goals
Discovery Session
Create a Buyer Persona
Industry Research
Step 2: Getting Found
Keyword Research
Onsite SEO
Editorial Calendar
Blog Writing, and Posting
Pay-Per-Click
Social Marketing
Step 3: Getting Leads
Premium Content Production
Landing Page Design
Call-to-Action Creation
Step 4: Acquiring Customers
Alignment of Sales and Marketing
Lifecycle Communications
Lead Nurturing
Automated Workflows
Closed-Loop Reporting
Step 5: Retaining Customers
Continued Education Pieces
Segmented Customer Newsletters
Referral Programs
Step 6: Account Analysis
Marketing Benchmarks
Onsite Analysis
Offsite Analysis
Monthly Reporting
Connect!
NEXT MEETUPTHURSDAY, APRIL 10, 2014 6PM JOE’S CRAB SHACK CHESAPEAKE
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