how to create a world class marketing funnel with...

How to Create a World Class Marketing Funnel with Inbound Marketing

Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter

A brief introduction to

Our Inbound Marketing Methodology



An experience that works across devices

The Inbound Movement

91% unsubscribe from email

44% of direct mail is never opened

86% skip TV ads

200M on the Do Not Call list

BROKEN.

THE OLD MARKETING PLAYBOOK

IS


You may have heard this before?


But do you know how long people have been

tired of advertising?


The first American

magazine is published in

Philadelphia.


This is what an Ad looked like.


It’s all about the headline

The first ads were essentially personal classifieds. Clever ad copy wasn’t a thing yet, so advertisers played with headlines to garner attention.


Then,


A scholar named Samuel Johnson writes:


A scholar named Samuel Johnson writes: Whatever is common is

despised.



despised. Advertisements are now so numerous that they

are very negligently perused.



despised. Advertisements are now so numerous that they

are very negligently perused.

It has become necessary to gain attention by magnificence of promises.


This is a BIG deal. It means people have been sick of ads for 2 ½ centuries!!!!!!!!!!


And it means “magnificence of promises” paves the way for puffery and deception in ads.


Some of my personal favorites.

Marketing has changed from selling us things,


to helping us do things.

Our Inbound Marketing Methodology


OUTBOUND

Advertising

Cold Calling

Cold Emails (SPAM)

Interruption

Marketer/Seller Centric


OUTBOUND

Advertising

Cold Calling

Cold Emails (SPAM)

Interruption

Marketer/Seller Centric

INBOUND

Search Optimisation

Blogging

Content / Guides

Attraction

Buyer - Centric



Ask yourself, do you own or rent your marketing?

70% of our blog leads are from OLD articles

56% of leads from campaigns >1 month ago

Thinking about our goals.


As marketers we always want more traffic, leads, customers.

But, in marketing we talk a lot about the crowd.


Our prospects and customers don’t want to

feel like they are part of the crowd.


They have different needs and are

different stages of the buying cycle.


74% of online consumers get frustrated when website

content appears that has

NOTHING to do with their interests.

Source: Janrain


CONTEXT IS PERSONAL.

NOT ONE SIZE FITS ALL.

CONTEXT IS PERSONAL,

NOT ONE SIZE FITS ALL.

The Importance of

Buyer Personas


Semi- fictional representations of your ideal customer based

on real data and some select educated speculation about customer

demographics, behavior patterns, motivations, and goals.

What did the last person who bought your product/service look like?

Profile:

• Professional marketer (VP, Director, Manager)

• Mid-sized company (25-200 employees)

• Small marketing team (1-5 people)

• BComm (BU), MBA (Babson)

• 42, Married, 2 Kids (10 and 6)

Goals:

• Support sales with collateral and leads

• Manage company communications

• Build awareness

Challenges:

• Too much to do

• Not sure how to get there

• Marketing tool and channel mess

Mary loves HubSpot because:

• Easy to use tools that make her life easier

• Learn inbound marketing best practices

• Easier reporting to sales and CEO

Marketing Mary

Adding Context to the

Marketing Funnel

1

2

3

Gathering information

Personalising the

experience

Using context to help us sell

Adding Context to the Marketing Funnel

Gather information 1

Capture demographic data…

Gather Information

Gather Information

What challenge they’re

trying to overcome.

Who they are, and how

we can get in touch.

Who they work with and the

profile of the company.

Which department they work

with and at what level.

Gather Information

Form Submissions

Name

Email & Phone

Role & Department

Company & Industry

Employees / Team

Challenges / Goals

Geographic location

Gather Information

Interactions

Blog articles read

Forms completed

Content downloaded

Website visits

Emails opened

Social media actions

Videos watched

Form Submissions

Name

Email & Phone

Role & Department

Company & Industry

Employees / Team

Challenges / Goals

Geographic location

Gather Information

Interactions

Blog articles read

Forms completed

Content downloaded

Website visits

Emails opened


Videos watched

Form Submissions

Name

Email & Phone

Role & Department

Company & Industry

Employees / Team

Challenges / Goals

Geographic location

Build a 360° view of every contact

Gather Information

Form Submissions

Name

Email & Phone

Role & Department

Company & Industry

Employees / Team

Challenges / Goals

Geographic location


Who they are

Interactions

Blog articles read

Forms completed

Content downloaded

Website visits

Emails opened


Videos watched

Gather Information

Form Submissions

Name

Email & Phone

Role & Department

Company & Industry

Employees / Team

Challenges / Goals

Geographic location


Who they are

What they are interested in

Interactions

Blog articles read

Forms completed

Content downloaded

Website visits

Emails opened


Videos watched

Gather Information

Personalise the experience across every interaction. 2

Personalise the experience - Blog

Mary (Stranger)

Mary (Stranger) Mary (Lead)



Mary (Stranger) Mary (Lead) Mary (Customer)

Personalise the experience – Email Marketing

Marketing Mary

Personal goes beyond knowing someone’s First

Name.


I love this

topic

Personal goes beyond knowing someone’s First

Name.


This is

interesting


I love this

content!

…and takes into consideration where and when they

consume content.

This

company

cares

Personalise the experience – Social Media

Integrated Systems are required

to make context marketing possible.

Audience

Visitor Prospect Lead MQL Opportunity Customer

Context marketing produces strong

conversion rates across the funnel.

Integrated Systems

Corporate

Cathy

Marketing Mary

Owner Ollie

Bu

ye

r P

ers

on

a

Lifecycle Stage




Integrated Systems

Using context to help us sell. 3


Increase in monthly traffic

Increase in monthly leads


Increase in monthly traffic

Increase in monthly leads

Increase in revenue

Complete visibility into

interaction with our

marketing & sales material.

Using Context to Help us Sell

Notifications of key activities.

Direct to the sales team’s inbox.


Monitor and engage with

prospects on social media.


Complete visibility into which channels

are producing customers, helping us

make more informed investments.


1

2

3


Personalising the

experience



1

2

3


Personalising the

experience



Pulling It All

Together

The right content,

to the right person,

on the right channel,

at the right time.

Stop speaking to our audience like

they are part of the crowd.

Start speaking to them,

as an audience of one.


QUESTIONS?

THANK YOU. Ian Stanley

Demand Generation Manager @ HubSpot

@meanoiano on Twitter

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