speaker box inbound marketing webinar

Inbound Marketing Strategies

Fill Your Funnel, Drive Qualified Leads

Webinar: August 29, 2012

Introductions

D.P. VenkateshCEO, Founder, mPortal

dp@mportal.com@dpv007

Elizabeth SheaCEO, SpeakerBox

eshea@speakerboxpr.com@eliz2shea

Matt HowardCEO, Co-founder, ZoomSafer

matt@zoomsafer.com@matthewjhoward

Why We’re Here

An early adopter using inbound marketing as a primary lead generation strategy for the startup company.

Adopted an inbound marketing strategy to expand its reach after 10 successful years in business.

Implemented inbound marketing to expand its footprint beyond DC, as well as provide services for its clients beyond

PR.

Source: blog.hubspot.com

The B2B Buyer… Used to Get Information:

Talking to salespeople Product literature Tradeshow attendance Reading articles or ads, commercials

Now They Get Information: Google searches Online portals and news sites User-generated content and opinions Word of “mouse” Direct to company websites

Social media and inbound marketing techniques have been a

boon for marketers.

Not only do leads generated through social and content marketing cost half as much as traditional outbound-generated leads, they also close at a higher

rate.--Tom Pick, Business2Community, July 23, 2012

Full infograph available at: http://www.cmswire.com/cms/customer-experience/infographic-the-decline-of-

outbound-marketing-013308.php

Inbound Marketing Defined

See also:– Content marketing– Permission marketing

(Seth Godin)

Inbound marketing is based on the concept of

earning the attention of prospects, making yourself

easy to be found and drawing customers to your

website by producing content that customers

value.--Wikipedia

Related:– Internet marketing– Marketing automation– Digital marketing– Content automation

It’s Like Joining a Gym…1. No “quick fixes”2. Improve marketing ROI by being more attractive

to customers3. Maximum results require maximum effort on

consistent basis4. Requires multidisciplinary approach5. Getting in shape is hard; staying in shape is

harder

6. Ask for help: trainers can show you the way

Inbound Marketing Funnel

ANAL

YTIC

S

+ Search+ Content+ Social MediaTop of the Funnel: Suspects

+ Nurturing Content+ Authentic Conversations+ Social EngagementMiddle of the Funnel: Prospects

+ Strong Calls to Action+ Lead Scoring+ High-Value ContentBottom of the Funnel: Qualified Leads/Conversion

IT ALL STARTS

WITH SEARCH

Keys to High Search Rankings

Select good keywords

Dynamic site, keyword-centric content strategy

Inbound links from high authorities

You Then Need Good CONTENT

Content marketing is a marketing technique of creating and distributing relevant and valuable content to

attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving

profitable customer action.Source: Joe Pulizzi, Content Marketing Evangelist, Speaker, Author, Coach and Producer of Content Marketing Institute and Content Marketing World. Plus he’s a really nice guy.

Content Across the Customer Lifecycle

AcquisitionPromoting product education and consideration

EngagementDrawing people closer to your brand

ConversionTurning prospects into customers

RetentionSupporting customer success and engagement

LoyaltyFostering word-of-mouth promotion

Source: The New Content Marketer 2012 White Paper by Brightcove:

download at www.contentmarketinginstitute.com

What Qualifies as Content?Website contentArticles by third partieseBooksBlog commentsTwitter feedsVideos Customer testimonialsWebinar/Seminar presentations

Blog postsPress releasesSurveysProduct reviewsWhitepapersPhotosFacebook updatesAuthored articles published

Other Creative Ways to Add Content Live blog from conferences; cover the big shots! “Brandscape”: collaborate with other brands to create great

content (coined by Andrew M. Davis, author of Brandscaping)

Contests or awards program recognizing successful implementations of your product

Commission analyst reports Talk about your customer’s success Surveys on your marketplace or hot

current technology topics Memorable conferences, seminars

Image courtesy of Eric Brillo

Blogging is BeautifulBlogging is not an option…

You gotta be good…what will others find interesting? Fun? Your perspective on trends, news, etc. Be timely. Anticipate industry announcements, time a blog post to

coincide. Ask big shots to guest blog, or follow an “Ask the Influencer”

model. Be yourself: be funny, witty, authentic. Even if you’re not

funny or witty, be authentic… Record yourself or your customers: “Man on the Street”

interviews. Show the love to your ecosystem, they will love you back.

Add Two Parts Content With Calls to Action

VideoseBooks

WhitepapersSurvey ResultsTips and Tricks

Industry ReportsComplimentary Assessment

Content with Calls To Action

Content with Calls To Action

Content with Calls to Action

Nurture, Nurture, Nurture

Lead nurturing is a process by which leads are tracked and developed into sales-qualified leads…

…meaning that they are ready and worthy of a salesperson’s time.

--Andre Pino, Forrester

B2B marketers rate social media as the second-most important factor (64%) in search, behind only strong content (82%) (B2B Magazine, February 2012).

LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs. Yet only 47% of B2B marketers say they are actively using LinkedIn vs. 90% on Facebook (Social Media B2B, March 2012).

77% of buyers say they are more likely to buy from a company whose CEO uses social media. 94% said C-suite social media participation enhances a brand image. 82% of employees say they trust a company more when the CEO and leadership team communicate via social media (eMarketer, March 2012).

(Source: 72 Fascinating Social Media Facts and Statistics for 2012, Tom Pick, Business2Community, July 23, 2012)

Throughout the Nurturing Process…

BE SOCIAL

Lead Scoring…Understand what a “qualified lead” looks like

Don’t Try to Boil the Ocean

Recap

Search + Content + Social = Fill Your Funnel

Creative Content Is King: Pick Your Poison

Map Content To Your Customer Lifecycle

Nurture, Analyze, Adjust: Focus on What Works

THANK YOU!

D.P. VenkateshCEO, mPortal, dp@mportal.com

Matt HowardCEO, ZoomSafer, matt@zoomsafer.com

Elizabeth SheaCEO, SpeakerBox, eshea@speakerboxpr.com

For webinar attendees only: How do you rate YOUR inbound marketing efforts?

If you’d like a complimentary inbound marketing assessment, visit:

http://sbx.speakerboxpr.com/inbound-marketing-assessment