Building Your 2016 Inbound Marketing Strategy.PRESENTED BY /
Nicole Denton, Managing DirectorPyxl Scottsdale
Original Pyxl Employee
Client Experience
More About Nicole
Managing Director, Scottsdale
Nicole Denton
Pit Bull Rescuer Hiking EnthusiastDiner Connoisseur
*Business 2 Community
Inbound Methodology
The Strategy Process
Inbound Marketing Review1
2
3
Our Agenda.
is interruptive and isn’t personalized — often, it isn’t even helpful to the audience it’s hitting.
is about creating and sharing relevant, targeted content online and with a specific audience. You seek to attract qualified prospects with content that they
actually want to see, where and when they want to see it.
Traditional Marketing
Inbound Marketing
vs.
*Business 2 Community
44% of direct mail is never opened.*
86% of people skip TV commercials.*
91% of people unsubscribe from company emails.*
Traditional Marketing Just Isn’t Working.
*Business 2 Community
But, Seriously. Does Inbound Marketing Really Work?
*Hubspot
as many marketers say inbound delivers below average cost per lead than outbound methods*
is saved by companies who invest in inbound marketing compared to those who don’t*
more leads are generated by inbound tactics than traditional marketing approaches*
2x $20k 54%
Attract
Blog Social Media
Keywords Pages
Calls-to-Action Landing Pages
Forms Contracts
Email Workflows
Lead Scoring CRM Integrations
Social Media Smart-Calls-to-Action
Email Workflows
Convert Close Delight
Strangers
The Inbound Methodology.
Visitors Leads Customers Promoters
*Business 2 Community
Start with a Strategy!
*DM News
How can you track success without first establishing goals and a strategy?
46% of executives surveyed stated “lack of an effective strategy” was the biggest obstacle in achieving their inbound marketing goals.*
Set your goals and KPIs1 Identify your audience2 Create your tactical plan3
The Process, Simplified.
Set Your Goals and KPIs.
Example Goals.
New Customers
Monthly Revenue
Customer Retention
Overall Growth
Market Share
Lower Cost Per Acquisition
Drive X bottom-of-the-funnel (BOFU) leads per month
KPI
Drive X new visitors per month.KPI Close X% of BOFU leadsKPI
Drive X top-of-the-funnel (TOFU) leads per month
KPI
Goal: Close 50 New Customers per Month.
Reverse Engineering Your Marketing Funnel.
X% Conversion Rate X Visitors
X TOFU Leads
X BOFU Leads
X Customers
X% Conversion Rate
X% Conversion Rate
X% Conversion Rate X Visitors
X TOFU Leads
X BOFU Leads
50 Customers
X% Conversion Rate
X% Conversion Rate
Reverse Engineering Your Marketing Funnel.
X% Conversion Rate X Visitors
X TOFU Leads
X BOFU Leads
50 Customers
X% Conversion Rate
30% Conversion Rate
Reverse Engineering Your Marketing Funnel.
X% Conversion Rate X Visitors
X TOFU Leads
167 BOFU Leads
50 Customers
X% Conversion Rate
30% Conversion Rate
Reverse Engineering Your Marketing Funnel.
X% Conversion Rate X Visitors
X TOFU Leads
167 BOFU Leads
50 Customers
20% Conversion Rate
30% Conversion Rate
Reverse Engineering Your Marketing Funnel.
X% Conversion Rate X Visitors
835 TOFU Leads
167 BOFU Leads
50 Customers
20% Conversion Rate
30% Conversion Rate
Reverse Engineering Your Marketing Funnel.
10% Conversion Rate X Visitors
835 TOFU Leads
167 BOFU Leads
50 Customers
20% Conversion Rate
30% Conversion Rate
Reverse Engineering Your Marketing Funnel.
10% Conversion Rate 8,350 Visitors
835 TOFU Leads
167 BOFU Leads
50 Customers
20% Conversion Rate
30% Conversion Rate
Reverse Engineering Your Marketing Funnel.
Identify Your Audience.
Who are they?
are semi-fictional representations of your company’s ideal customers.
Buyer Personas
Patients or Physicians
Students or Parents
IT Execs and Consumers
Customers
Where do they spend time online?
What are their demographics?
What keywords do they use when searching?
Why is your product/service the best option for them?
What questions do they have?
How can you reach them?
An Example PersonaMarketing Mary
Background Marketing manager Works at a large technology company
Demographics Skews female Age 35-50 Married with children Suburban
Goals Meet quarterly lead generation goals Support corporate initiatives through the launch of a variety of marketing campaigns
Challenges Getting everything done with a small staff Getting quality leads that the sales team can close
How We Help Provide a large team to support campaign initiatives Utilize lead generation and nuturing programs to drive qualified leads
Common Objections Worried a marketing partner won’t be able to understand the intricacies of the business Nervous about all the moving parts working with a marketing firm
Create Your Tactical Plan.
*Business 2 Community
Key Components.
Analyze the digital experience you’re providing to visitors
Conduct a content audit & map content marketing to the buyer’s journey
Define demand generation and lead nurturing tactics
Identify key metrics to track and set a reporting schedule
Your website is often the first impression your company gives to potential customers.
Can they find it? Is it mobile-friendly? Is it inbound-ready?
Critical elements of an inbound-ready Website.
Responsive Design
BlogIntuitive Navigation
Effective Calls to Action
Well-Written Content
Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
1
2
3
4
5
6
Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
1
2
3
4
5
6
Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
2
3
4
5
6
1
Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
2
3
4
5
6
1
Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
2
3
4
5
6
1
Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
2
3
4
5
6
1
Content and the Buyer’s Journey.
Awareness Stage
eGuides
eBooks
White Papers
Mission: Users are seeking
educational, third part, vendor neutral content.
Consideration Stage
Webcasts
Solution Comparisons White Papers
Expert/Editorial eGuides
Mission: Users are committing to
solving their clearly defined problem, more focused on solutions & comparisons.
Decision Stage
Vendor/Product Comparison
Case Studies
Trial/Software
Downloads
Mission: Users are seeking validation in determing their short list
and selecting a vendor.
Your Persona Problem or opportunity that the above persona
needs help with.
Lifecycle Stage
Consideration Stage: Users are committing to
solving their clearly defined problem, more focused on solutions & comparisons.
Decision Stage: Users are seeking validation in determing their short list
and selecting a vendor.
Awareness Stage: Users are seeking
educational, third part, vendor neutral content.
Content Marketing.
Marketing Mary
Your Persona Problem or opportunity that the above persona
needs help with.
Lifecycle Stage
Consideration Stage: Users are committing to
solving their clearly defined problem, more focused on solutions & comparisons.
Decision Stage: Users are seeking validation in determing their short list
and selecting a vendor.
Awareness Stage: Users are seeking
educational, third part, vendor neutral content.
Content Marketing.
Meet Quarterly Lead
Generation Goals
Your Persona Problem or opportunity that the above persona
needs help with.
Lifecycle Stage
Consideration Stage: Users are committing to
solving their clearly defined problem, more focused on solutions & comparisons.
Decision Stage: Users are seeking validation in determing their short list
and selecting a vendor.
Awareness Stage: Users are seeking
educational, third part, vendor neutral content.
Content Marketing.
Marketing Mary
eBook: Top Lead Generation
Tips, Tricks & Ideas
Meet Quarterly Lead
Generation Goals
Your Persona Problem or opportunity that the above persona
needs help with.
Lifecycle Stage
Consideration Stage: Users are committing to
solving their clearly defined problem, more focused on solutions & comparisons.
Decision Stage: Users are seeking validation in determing their short list
and selecting a vendor.
Awareness Stage: Users are seeking
educational, third part, vendor neutral content.
Content Marketing.
Marketing Mary
eBook: Top Lead Generation
Tips, Tricks & Ideas
Meet Quarterly Lead
Generation Goals
Your Persona Problem or opportunity that the above persona
needs help with.
Lifecycle Stage
A Case Study Focused on Lead Generation
Consideration Stage: Users are committing to
solving their clearly defined problem, more focused on solutions & comparisons.
Decision Stage: Users are seeking validation in determing their short list
and selecting a vendor.
Awareness Stage: Users are seeking
educational, third part, vendor neutral content.
Content Marketing.
Marketing Mary
eBook: Top Lead Generation
Tips, Tricks & Ideas
Meet Quarterly Lead
Generation Goals
Your Persona Problem or opportunity that the above persona
needs help with.
Lifecycle Stage
A Case Study Focused on Lead Generation
Consideration Stage: Users are committing to
solving their clearly defined problem, more focused on solutions & comparisons.
Free Consultation
Decision Stage: Users are seeking validation in determing their short list
and selecting a vendor.
Awareness Stage: Users are seeking
educational, third part, vendor neutral content.
Content Marketing.
Marketing Mary
Demand Generation.
Email Marketing
Social Media
BlogPublic Relations
PPCSEOPremium Content
Use demand generation tactics to nurture.
What paths might your leads take as they progress through the buyer’s journey?
MQL Opp.SQL Cust. Evan.
DON’T CONVERT
Convert
Convert
*Form will help determine: Persona
*Form will help determine: Persona
Subscriber Lead
MQL
SQL Customer Evangelist
Opportunity
Blog Digest
Email #1
Email #2
Topic: Whitepaper
Frequency Weekly
Topic: Demo
Chuck upgrades the lead to an opportunity in Salesforce.
Opportunity informs Chuck of intent to purchase and customer experience workflow begins.
Opportunity enters the sales process.WORKFLOW
DON’T CONVERT
Email #1
Email #2
Topic: Thank You for DownloadingCTA: Request a Demo
Topic: About Smart ClinicCTA: Request a Demo
WORKFLOW
Email Thank You for Your Request
WORKFLOW
Topic: Customized Hot TopicCTA: Read the Blog PostFrequency: Monthly
Topic: NewsCTA: NewsFrequency: Monthly
Persona 1 Customer
Topic: Customized Hot TopicCTA: Read the Blog PostFrequency: Monthly
Topic: NewsCTA: NewsFrequency: Monthly
Persona 2
Topic: Customized Hot TopicCTA: Read the Blog PostFrequency: Monthly
Topic: NewsCTA: NewsFrequency: Monthly
Persona 3
Topic: Customized Hot TopicCTA: Read the Blog PostFrequency: Monthly
Topic: NewsCTA: NewsFrequency: Monthly
Persona 4
Topic: Customized Hot TopicCTA: Read the Blog PostFrequency: Monthly
Topic: NewsCTA: NewsFrequency: Monthly
Persona 5
Convert on Demo Request Complete Demo
Email #1Topic: Intent to Purchase,
Hand Off
Email #2Registration Email
& Introduction
(not automated)
Email Topic: HubSpot Sends
Customer Info
(internal)
Email #1Topic: Welcome/Submit Your Info
WORKFLOW
Email Topic: Refer a Colleague
WORKFLOW
Email #2Topic: Thank You
Email #5Topic: PMS Introduction
Email #4Topic: Process Overview
& Introduction
Email #6Topic: Manual Mode Overview
Email #7Topic: Training Videos
& User Manual
Email #8Topic: Promotional Support Materials
Email #12Topic: 60-day survey
Email #13Topic: 90-day survey
Email #11Topic: 30-day survey
Email #10Topic: Congratulations
Email #9Topic: Confirmation of Integration
Email #3Topic: Request for Logos, Photos,
Images, Staff & Location Info
Email Topic: HubSpot Alerts that
Customer Info Was Received
(internal)
Is marketing having an impact on business goals?
Are you on track to meet your KPIs?
What’s working and what isn’t?
What should you be doing differently month over month?
Periodically evaluate your inbound marketing strategy.
Key Metrics to Measure.
Leads and Conversions
Website Traffic Statistics
Open/Click Rate (Email)
Keyword Ranking
Cost Per Click/Conversion (PPC)
Reach and Engagement (Social Media)
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand1 Content Marketing
Strategy11Quality Lead Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy12Definition of Lifecycle Stages7
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Components of a Solid Strategy Document.
Analysis of Current Marketing & Brand
Content Marketing Strategy11Quality Lead
Identification6
Competitive Advantages & Brand Differentiation2 Demand Generation
Strategy127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales Team & Process4 Reporting14Marketing Systems9
Buyer Personas5 Digital Experience Strategy10
1
Definition of Lifecycle Stages
Pyxl’s Strategy Process.
Implementation & Reporting
Discovery and Modeling Session
Persona Development Goals Campaign
Creation
Competitve Audit
Website Audit
Content Audit
Strategy Creation and Delivery
Pyxl’s Strategy Process.
Any Questions?
• Pit Bull Rescuer• Hiking Enthusiast• Diner Connoisseur
Thank You For Joining Us Today!QUESTIONS? CONTACT /
Nicole Denton, Managing Director in Scottsdaleemail | [email protected]
Ready to build your own strategy? Download our example strategy to get started.
pyxl.it/strategy
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