inbound marketing concept hubspot | cliptoo marketing
TRANSCRIPT
Let’s start with a story.
Let’s go back to 1965.
Introspective opening Next fall will your cross country team be wearing the best shoe possible?
Testimonials As a runner said, “The only people who will be left wearing other shoes will be either uninformed or idiots.”
Social Positioning Bill Bowerman at Oregon said, “If I tried to take the (marathon) shoe away from Kenny Moore or Wade Bell, I’d have a fight on my hands.
Fast forward to 2015.
Marketers are the ones tasked with driving growth.
60% of the sales cycle is over – before a buyer talks to your salesperson. From: Corporate Executive Board
growth. Over achieve on revenue targets
Sales team
hits 100%+
Hit MQL & SQL target
Hit monthly leads goal
Hit monthly traffic goal
growth. Over achieve on revenue targets
Sales team
hits 100%+
Hit MQL & SQL target
Hit monthly leads goal
Hit monthly traffic goal
growth. Over achieve
on revenue targets
Sales team
hits 100%+ ...Rinse, repeat & hire more sales
reps!
Hit MQL & SQL target
Hit monthly leads goal
Hit monthly traffic goal
22%
19%
13%
12%
8%
5% 5%
4%
3%
0%
5%
10%
15%
20%
25%
Social Media SEO Email Marketing Blogs PPC Direct Mail Trade Shows Telemarketing Traditional Advertising
Most important lead sources over the last 6 months
Marketers are achieving growth through a new set of tools.
Grew leads by 558% & revenue by 60% using optimised landing pages to gate their valuable content and convert their website visitors into leads.
Marketers are achieving growth through a new set of tools.
Grew MQLs by 54% using HubSpot to better nurture their leads DB through smart email workflows and shorten their sales cycle by 20%.
Marketers are achieving growth through a new set of tools.
Grew leads by 5x through blogging and SEO, which paid back their entire HubSpot investment within 5 weeks.
Marketers are achieving growth through a new set of tools.
Inbound marketing is no magic, just a proven way of working and you get more leads, end of story.
Cai Essén, IVT
54% more leads are generated by
inbound tactics than traditional paid
marketing.
2X as many marketers say inbound delivers below average cost per lead
than outbound methods.
€18K is the average
companies save per year by investing in
inbound marketing vs. outbound.
Most effective marketing tactics?
Proof of inbound’s return on investment?
Leverage these tactics to drive growth?
The inbound marketing methodology.
Growth panel with local HubSpot customers.
Inbound marketing playbook for growth.
Marketing has changed. 2 Kieran Flanagan, Director of Marketing (EMEA), HubSpot @searchbrat
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.
A scholar named Samuel Johnson writes: Whatever is common
is despised. Advertisements are now so numerous that they are very
negligently perused.
A scholar named Samuel Johnson writes: Whatever is common
is 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, do you own or rent your marketing?
56% of leads from campaigns
>1 month ago
70% of our blog leads
are from OLD articles
Do you own or rent your marketing?
56% of leads from campaigns
>1 month ago
70% of our blog leads
are from OLD articles
ADs are temporary. When your budget disappears so does your audiences attention.
Marketers are using a new set of tactics to dominate their industry
Free Tools Content Context
http://www.makemypersona.com
- Average CPL is £40 - Cost of tool £1500 generating 1,187
leads. - Generated £47,480 in value so far - Will keep generating new leads each
day because people are looking for information on creating their personas
Tools can improve metrics throughout the funnel
Sales intel!
Marketers are using a new set of tactics to dominate their industry
Free Tools Content Context
Blog & eBooks Photos Video & Podcasts Presentations
Build Content Assets
Blog & eBooks Photos Video & Podcasts Presentations
Build Content Assets
THINK LIKE A PUBLISHING COMPANY.
Build a real audience for your business
Most businesses will give up here
Build a real audience for your business
And miss out on all this
91% Of marketers say they
use content in their marketing
42% say they are
effective at it.
Starts with Quality Content
Inspiration x Empathy x Utility = Quality Content
- Ann Handley
Inspiration x Empathy x Utility = Quality Content
Inspiration x Empathy x Utility = Quality Content
Inspiration x Empathy x Utility = Quality Content
Inspiration x Empathy x Utility = Quality Content
Goldcore launched an industry leading blog that helped them to over 24,000 social followers and is one of the main reasons they grew leads generated by 80%. The blog is regularly quoted in publications like Bloomberg, the FT, WSJ and Reuters.
F1F9 launched a blog, 10 ebooks, a bunch of great webinars and a free 31 day email course that helped grow their traffic from 10,000 visits to 60,000 and 50 new leads per month to 750 from inbound. The email course has generated over 10,000 sign ups to date.
Marketers are using a new set of tactics to dominate their industry
Free Tools Content Context
As marketers we always want more traffic, leads, customers. But, in marketing we talk a lot about the crowd.
Your customers don’t want to feel like they are part of the crowd.
They have different challenges and goals.
74% of online consumers get frustrated when website content appears that has
NOTHING to do with their interests.
Source: Janrain
An experience that works across devices
Desktop Mobile
2x bounce rate on mobile landing pages
Putting it together will help you
1. Attract new visitors 2. Convert new leads 3. Help close customers
Blog Social Media SEO
Landing Pages
Optimized Email
Calls to Action
Sales Alerts
Closed Loop
Increase in monthly traffic
Increase in monthly leads
Increase in revenue
Increase in monthly traffic
Increase in monthly leads
Increase in revenue
3.5x Average Increase in Monthly Website Visitors
6.1x Average Increase in Monthly Leads
69% Report Growth in Revenue
HubSpot customers saw an increase in sales revenue within one year. 72%
#GrowWithHubSpot
Marketing and Sales SaaS
Platform
#1 in Marketshare
and Customer Satisfaction
13,600+ Customers in 90+ Countries
An experience that works across devices
The Inbound Movement
An experience that works across devices
2015 15000+ customers in 90+ countries
#GrowWithHubSpot
How do you make everything work together?
Behind the Scenes: How HubSpot Grows ... with HubSpotLisa Toner, Head of Relationship Marketing, @lisatoner13
3
#GrowWithHubSpot
#GrowWithHubSpot
#GrowWithHubSpot
52% of marketers are NOT ! tracking sales as a metric to !
measure their content marketing! !
- Driving Content Marketing Success in Europe - 2015!
#GrowWithHubSpot
#GrowWithHubSpot
Let’s kick off a campaign !
Downloaded over 20,400 times. (and counting)
#GrowWithHubSpot
Inbound Marketing Campaign Playbook
1 2 3 4 5 Goal & Target
Content & Conversion Path
Promote the Offer like Crazy
Share Intel & Nurture Leads
Track & Optimize
#GrowWithHubSpot
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!
#GrowWithHubSpot
1,450! 375! 67!951!
#GrowWithHubSpot
Inbound Marketing Campaign Playbook
1 2 3 4 5 Goal & Target
Content & Conversion Path
Promote the Offer like Crazy
Share Intel & Nurture Leads
Track & Optimize
#GrowWithHubSpot
For Mary!ü Hungry for data!ü Benchmark her efforts!ü Identify Opportunities to improve!!!For HubSpot!ü Thought leadership for HubSpot!ü Competitors can’t replicate!!
#GrowWithHubSpot
People have problems. Your company has answers. Be the conductor of that information and solve a problem.
#GrowWithHubSpot
#GrowWithHubSpot
#GrowWithHubSpot
What our prospect is searching for:
• Finance classes • Finance tests
• Careers in finance • Courses in finance
• Career advancement in finance • Night classes in finance • Finance class auditing
• Economics classes and training
Compelling Offer Ideas:
• A Step by Step Guide to Building a Career in Finance
• Ebook: How to Accelerate your Finance Career in 90 Days
• Webinar: A Career Map for the Finance Industry & What it Takes
to Get to the Top • Free Tool: Online Certification
“readiness” Exam
Ex: “We provide online finance classes for busy professionals”
#GrowWithHubSpot
#GrowWithHubSpot
#GrowWithHubSpot
#GrowWithHubSpot
#GrowWithHubSpot
Inbound Marketing Campaign Playbook
1 2 3 4 5 Goal & Target
Content & Conversion Path
Promote the Offer like Crazy
Share Intel & Nurture Leads
Track & Optimize
#GrowWithHubSpot
If a tree falls in the forest ...
#GrowWithHubSpot
59% of B2B marketers say email is the most effective channel for generating revenue.
#GrowWithHubSpot
#GrowWithHubSpot
All blog subscribers that are not leads
All qualified leads older than 100 days All sales opportunities All customers and partners
#GrowWithHubSpot
Marketers who have prioritised blogging are 13x more likely to see positive ROI.
#GrowWithHubSpot
#GrowWithHubSpot
#GrowWithHubSpot
Social media has a 2X lead-to-close rate
than outbound marketing.
#GrowWithHubSpot
#GrowWithHubSpot
#GrowWithHubSpot
Inbound Marketing Campaign Playbook
1 2 3 4 5 Goal & Target
Content & Conversion Path
Promote the Offer like Crazy
Share Intel & Nurture Leads
Track & Optimize
#GrowWithHubSpot
According to a Corporate Executive Board study, 87% of the terms Sales and Marketing use to describe each other are negative.
Give sales the information they want to know.
What companies are visiting our site?
What pages have they viewed?
What have they converted on?
How engaged are they?
When are they on our site?
What emails have they opened?
Who are they on social media?
What is their lead score?
#GrowWithHubSpot
Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads.
#GrowWithHubSpot
#GrowWithHubSpot
Marketing-Driven Nurturing!
#GrowWithHubSpot
Sales-Driven Nurturing!
#GrowWithHubSpot
Inbound Marketing Campaign Playbook
1 2 3 4 5 Goal & Target
Content & Conversion Path
Promote the Offer like Crazy
Share Intel & Nurture Leads
Track & Optimize
#GrowWithHubSpot
#GrowWithHubSpot
#GrowWithHubSpot
#GrowWithHubSpot
#GrowWithHubSpot
#GrowWithHubSpot
#GrowWithHubSpot
Let’s recap:
#GrowWithHubSpot
Inbound Marketing Campaign Playbook
1 2 3 4 5 Goal & Target
Content & Conversion Path
Promote the Offer like Crazy
Share Intel & Nurture Leads
Track & Optimize
#GrowWithHubSpot
marketing.grader.com!