7 Steps to Inbound Success

Felicity McCarthyOct 2015

Inbound

Inbound

Content

SEO

Social

Email

Is Inbound right for me?Explore need

Identify need

Evaluate options

Address concerns

Make the purchase

Evaluate

How long is your sales cycle?

How many touchpoints do you have with prospects on that cycle?

Could you/should you have more digital touchpoints?

Your Inbound Strategy

Buyer Personas

1. Buyer Personas

Buyer PersonasWho are your key decision makers?• Age & Gender• Interests• Role & Education• Industry• Pain Points• Proposition• Motivations

IT Manager

Business Owner

Buyer/Planner

Marketing Manager

Finance Manager Car Buyer

Home Buyer

Facilities Manager

Construction

Engineer

Customer Journey

Buyer Personas

2. Customer Journey

Map your customer journey

Reach

• prospects• customers

Act

• achieve interaction

Convert

• to lead• to sale

Engage

• through time

Ref: SmartInsights by Dave Chaffey

Content Creation

Customer Journey

Buyer Personas

3. Content Creation

Create great content

eBooksGuides

Webinars: Live & on-demand

Live Demos

Videos:TestimonialsInstructional

Educate, engage, inform or motivateTruly uniqueHigh value

Align content to journey• Blog• Infographics• Articles

Reach

• eBooks• Webinars• Guides

Act

• Live demos• Free trials• Customer testimonials

Convert

• Advice• Enhance cust experience• Exclusive content

Engage

Ref: SmartInsightsDave Chaffey

Example Content

Content Creation

Automation Tools

Customer Journey

Buyer Personas

4. Automation Tools

Choose the right toolsEvaluate based on:

• Cost• Support• Training required• Expertise level

Content Creation

Automation Tools

Distribute Content

Customer Journey

Buyer Personas

5. Distribute content

Distribute your contentSeed out through relevant channels

Distribute your content

Right content: Right customer• Target your buyer personas• Segment through customer lifecycle

(RACE)• Leverage customer data, create:

• custom audiences • lookalike audiences• Retargeting audiences

Content Creation

Automation Tools

Distribute Content

Customer Journey

Buyer Personas

6. Lead Capture & Score

Lead Capture & Scoring

Capture leads & score them• Collect essential data only• Track the source• Score based on source:

• Download report• Webinar• Live demo• Free Trial• Free phone

consultation

3. Content Creation

4. Automat’n Tools

5. Distribute Content

2. Customer Journey

1. Buyer Personas

6. Lead Capture & Scoring

7. Nurture & Close7. Nurture

& Close

Nurture Leads

• Be systematic• Track every contact• Respond to every lead• Stay in touch• Learn and iterate

79% of marketing leads never convert into sales, due to lack of lead nurturing. (MarketingSherpa)

Close the dealMarketing & Sales collaborate on sales execution, using:• Lead sources• Lead scoring• Lead qualification• Close the sale

Closing

Qualify

ScoreSource

Measure - KPIsREACH ACT CONVERT ENGAGE

Unique users Site Traffic Unique visitors Repeat visits

Audience size Time on site Registrations/attendees

Time on site

Reach of ads/content

Pages per visit Scored leads Social Engagement

Bounce Rate

Flow: Sage Ireland

Flow: SumoMe.com

Flow: Canva

Goals:Transition from data marketplace to cloud based big data businessMethod:Focus on customers, map customer intent through the funnel.Develop funnel with high quality content – reports, webinars & online workshopsResults:Grew database 94% in year of testGrew run rate of lead gen by 358% in 1 year.

Example: Infochimps

3. Content Creation

4. Automat’n Tools

5. Distribute Content

2. Customer Journey

1. Buyer Personas

6. Lead Capture & Scoring

Your Inbound Formula7. Nurture

& Close

Thank You

Follow @sparkfelicity

/sparkdigital.ie