delivering leads & building long-term value using inbound marketing

Delivering Leads & Building Value

Using Inbound Marketing

@knowmadtech

Wild West of Internet Marketing

Skills Req’d• Web development & web

design

• Content planning

• Sales & business analysis

• Analytics

• Copywriting & blogging

• Blogger outreach

• Audience analysis

• Email marketing

• Conversion optimization

• Search engine optimization

• Social media marketing

• Graphic design

• And more...

Inbound Marketing Map

Why Inbound?• Cost-per-lead is typically 61% less than outbound.

• Higher lead quality; SEO leads have 14.6% close rate vs. 1.7% for outbound.

• 57% of businesses studied have acquired customers via blogging.

• 65% of B2B businesses acquired customers via Linkedin; 77% of B2C have acquired customers via Facebook.

Source: 2012 State of Inbound Marketing by Hubspothttp://bit.ly/SOIM12

Sales+

Marketing

Aligning Marketing with Sales

Inbound Marketing FunnelTop of the Funnel (TOFU): Something educational and related, but not directly about your product/serviceExamples: Whitepaper, Contest, eBook, Give Away

Middle of the Funnel (MOFU) : Something that both educates and introduces the product/serviceExamples: Webinar, Case Study, Product Fact Sheet

Bottom of the Funnel: Something that gets a lead on the phone with a sales repExamples: Demo, Consultation

Solimar Buying Process

Solimar Funnel

Solimar Activities

3 Metrics that Matter Most

• Visitors

• Visitor to Lead conversion %

• Lead to Customer conversion %

Long-term value creation

• Reusable content library

• Segmented contacts

• Targeted Messaging

• Reusable campaigns

• Sales intelligence

PERSONASNEEDED

Qualification• Define a qualified lead

• Content & messaging targeted to personas

• Qualifying by behavior & interest

• Feed information back to sales

Who should I call?

When do

I call?What will we talk about?

The Magic of Content• Used to provide “value first”.

• Creates visibility by sharing (syndication, social, etc.) & credibility

• Valuable to readers (get contact info & stay in touch)

• Used to grade leads by behavior & segmentation

Example Top of Funnel Marketing Process

1. Create Content - Blog posts, videos, slides on slideshare, case studies, press releases, et al.

2. Tie to appropriate offers (conversion)

3. Optimize for search & social (e.g.: infographics)

4. Promote (syndication, press releases, guest blogging, social media, email marketing, et al.)

TOFU

http://selnd.com/13gr6nk

Attract: Building Reach

Engage: Building Contacts

• 500% increase in sales leads

• 10% of gross revenue created from web leads

Engage: Building Contacts

• 400%+ increase in leads in first 4 months

• More than 30 new clients acquired in first 12 months.

• 15% of total sales revenue created from online leads

Convert: New Customers

Key Take-aways

• Personas drive all content development.

• Map content to buying process.

• Qualify using offers.

• Conversions increase over time, even if traffic levels out.

• Sales will love you....eventually.

What’s your next step?

Resources• www.knowmad.com/resources

• www.knowmad.com/latest/blog

• www.hubspot.com

• http://selnd.com/13gr6nk - Jordan’s article on promotion

• Leave your business card...

@dionakwww.knowmad.com diona@knowmad.com