hubspot: inbound marketing your secrets to success
TRANSCRIPT
INBOUND MARKETING: Your Secrets to Success.
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat [email protected]
Get Involved: #DublinTalkSeries.
Kieran Flanagan@searchbrat“Highly motivated marketing geek high on data crack.”
Our Inbound Marketing Methodology
Source - http://www.hubspot.com/products/inbound-marketing/
for how your customers
buy today
Have a Need
65% Europeans
88% UK B2B
Research Options
Research Options
TrustNetworks
They like to educate themselves
rather than speak with a sales person
60% of the sales cycle is over – before a buyer talks to your salesperson.
Corporate Executive Board: bit.ly/zub217
Convert
Retain Customers
Retain
Your consumer has changed,
They are in control.
Don’t Interrupt
Be What’s Consumed
Inbound Marketing is the art of creating persona driven marketing across your entire funnel.
@Searchbrat
“”
How You Can be Successful with Inbound Marketing.
1 BUYER PERSONAS
KNOW YOUR BUYER
PERSONAS11 Be Relevant
of European marketers are focused on reaching the right audience, and converting them into leads.
23%
of European marketers are focused on reaching the right audience, and converting them into leads.
23%
Resource: http://offers.hubspot.com/2013-state-of-inbound-marketing-europe
#inbound12
Buyer Personas
Building Buyer Personas tell us who we are creating content for and why they will buy from us.
@CMIContent
“”
“72% of UK B2B Marketers will be producing much more content next year than they did this year.”
Standing out from the crowd will be is important
What is a Buyer Persona?
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 is a Buyer Persona?
MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (DIT), MBA (Smurftt)• 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
Loves HubSpot because:• Easy to use tools that make her life
easier• Learn inbound marketing best
practices• Easier reporting to sales and CEO
Researching Your Personas:Know What To Ask.1
Persona Profile Checklist
Researching Your Personas:Know Who To Ask.2
Research your customers
Listen on Social Media
Segment Your Lists
Use Lead Intelligence
Form fields
Woah!
Wow!
Cool!
Good to know! Yes!
Awesome!
Great!
Talk to sales The biggest problem our prospects have is…
3Create
Marketing Assets
Create a Content Machine22Create a Content Machine
”“@TheSalesLion
Great content is the best sales tool in the world.
“It’s easy for HubSpot to talk about content. They have lot’s of resources.”
Close
2006 2007 2008 2009 2010 2011 20120
2000000
4000000
6000000
8000000
10000000
12000000
14000000
TRAFFIC TO HUBSPOT.COM
We started here
Close
2006 2007 2008 2009 2010 2011 20120
2000000
4000000
6000000
8000000
10000000
12000000
14000000
TRAFFIC TO HUBSPOT.COM
Don’t give up (Persistent & Consistent)
Close
Recycle
Curated
Created
CoMarket
ResourcesRequired
Expected Results
YOUR CONTENT TYPES
Close
Recycle
Curated
Created
CoMarket
ResourcesRequired
Expected Results
YOUR CONTENT TYPES
Close
Curating Industry News
Close
Curating Industry News
Close
Recycle
Curated
Created
CoMarket
ResourcesRequired
Expected Results
YOUR CONTENT TYPES
CloseNewsJacking
CloseData Driven
Content
CloseData Driven
Content
Close
Interactive Tools
Close
Recycle
Curated
Created
CoMarket
ResourcesRequired
Expected Results
YOUR CONTENT TYPES
Close
Blog & eBooks Tools Photos Videos & Podcasts Presentations
RECYLCE IN LOTS OF FORMATS
Close
Recycle
Curated
Created
CoMarket
ResourcesRequired
Expected Results
YOUR CONTENT TYPES
Close
Think Partnerships
THINK LIKE A PUBLISHING COMPANY.
Great content teams suck invaluable information
Great content teams suck invaluable information
ASSETS MEAN YOU OWN YOUR MARKETING
Vs70%
of our blog leads are from OLD articles
3Create
Marketing Assets
Create a Content Machine23Context to Personalise your Funnel3
USE CONTEXT
TO PERSONALISE
PERSONALISE YOUR MARKETING
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Enterprise Erin
Owner Ollie
ATTRACT QUALIFIED VISITS
Attract Convert Close Delight
Strangers
Visitors Leads Customers Promoters
CONTEXT TO PERSONALISE
DelightI’m a leadI’m a new
visitor
CONVERTS INTO QUALIFIED LEADS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
CONTEXT TO SEGMENT
DelightI love this
topic
Easily send follow up offer to all people who download this content
CLOSES ACTUAL SALES
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
CONTEXT TO SELL MORE
DelightI am
ready to be called
DELIGHTS YOUR CUSTOMERS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
CONTEXT TO DELIGHT CUSTOMERSI’m
already a customer
Questions ?
Give Feedback
#DublinTalkSeries.
4 MEASURE LIKE a BOSS
Act like a Sales team4 Act like a Sales team4
KNOW HOWYOU ARE PERFORMING ACROSS THE ENTIRE FUNNEL
Visits 25,199
Prospects 7,458
Opps Created 1,828
Demos Delivered 681
Customers 248
Align Your Marketing & Sales
€
Demo
€
Trial
€
Contact Sales
€
IMA
Measure daily, Evolve Fast