inbound marketing for startups - hubspot for startups

A Crash Course in Inbound MarketingHow your startup can use marketing to get more customers

Christian MongilloBusiness Development

@HubSpot for Startups

HubSpot is a software company that helps

businesses grow and scale their marketing and

sales.

@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups

People‘s behaviourshave changed. They‘re tuning outtraditional marketing tactics.

In order to attractcustomers,

marketers have to provide them with something

they love.

DefinitionInbound Marketing

Is a holistic, data-driven approach to marketing that attracts individuals to your brand and converts them into lasting customers.

Cold CallingCold Emails (SPAM)

Interruptive AdsMarketer - Centric

TraditionalSEO

Blogging1:1 Messaging

Attraction Customer - Centric

InboundVS

What Makes Inbound Different?

Attract

BlogKeywords

Social Media

Convert

FormsCalls-to-actionLanding Pages

Close

EmailAutomation

Sales Enablement

Delight

EventsSocial Media

Dynamic Website

How does inbound marketing work?

Visitors Leads Customers PromotersStrangers

Can you out-help

your competitors?

(helping is hard!)

The company that bestsolves for the customer wins.

@cmongi02 | #HubspotforStartups | @HubSpotStartups

Attract Visitors

Convert Leads

Close Customers

THE INBOUND MARKETING FUNNEL

Convert Leads

@KatWarboys | #GrowWithHubSpot | @HubSpot

Attract Visitors

Convert Leads

Close Customers

HOW TO CONVERT WEB VISITORS INTO LEADS


CREATIONContent

1


are you creating content for?

WHO


Create a buyer persona based on your ideal customer.


Growth GaryDemographics:

• Boutique agency (5-20 employees)

• Account Manager

• Undergrad Degree

• Aged 30, career-orientated

Goals:

• Grow revenue for agency

• Increase KPIs for clients

• Be recognised as a top agency

Challenges:

• Unpredictable amount of work

• Client retention

• Can’t find metrics to validate success


YOURBUYERPERSONAINFORMSYOURSTRATEGY:

Place Time

Content


How do you decide

WHAT CONTENTTO CREATE?


WHAT’S YOUR PERSONASEARCHING FOR?

Ask yourself:


GOOGLE ALERTS1.


GOOGLE TRENDS2.


GET IDEAS FROM REAL, LIVE HUMANS.

3.

Industry podcasts

FAQs from customers

(and those who didn’t turn into customers)

Talk tosales reps

Rants from executives

Internal documents


COMPELLING?What makes your content

Relevance Timeliness UniquenessValue


• Free White-papers

• Free Guides & Tips

• Free eBooks

• Free Checklists

• Free Videos

• Free Kits

AWARENESS STAGE

• Free Webinars

• Case Studies

• Product Spec

• Free Events

CONSIDERATIONSTAGE

• Free Trials

• Demos

• Free Consultations

• Estimates or Quotes

• Free Samples & Discounts

DECISION STAGE

AUDIENCE?What format best serves your


OPTIMIZATIONContent

2


LET’S SAY YOU’RE CREATING BLOG CONTENT

companies who prioritise blogging are 13x more likely to achieve a positive ROI.

13x


HOOK YOUR READER WITH CURIOUSITY


COSCHEDULE HEADLINE ANALYSER


MAKE CONTENTEASY TO READ


Source: Nielson Norman Group

79% of readers skim, while only 16% read every word on a page.


MAKE CONTENTEASY TO SHARE


WORD COUNT VS AVERAGE SOCIAL SHARES


MAKE YOUR CONTENTMORE SHAREABLE



There is a 19% increase in

retweets when you include a quote.



There is a 17% increase in

retweets when you include a stat.


DISTRIBUTIONContent

3


SOCIAL MEDIA


2015 B2B Content Marketing Trends - North America: Content Marketing Institute / MarketingProfs

B2B CONTENT MARKETING SOCIAL MEDIA PLATFORM USAGE


VISUALS MATTER. TRY CANVA FOR EASY (FREE) GRAPHIC CREATION.


SHARE A VARIETY OF CONTENT


REACH THE RIGHT AUDIENCE WITH TARGETED UPDATES


INCREASE REACH WITH BOOSTED POSTS


Tweet your linksat a slower pace.

Source: The Science of Social Media by Dan Zarrella

http://danzarrella.com/infographic-how-to-get-more-clicks-on-twitter.html


GET CREATIVEand find other channels that work for you.


INSTAGRAM


QUORA


PRODUCTHUNT


“

Herbert Krugman

PEOPLE NEED TO HEAR AND SEE SOMETHING 5 TIMES FOR IT TO AFFECT A

BEHAVIOUR CHANGE.


ANALYSISContent

4


1. Traffic

2.

3. Engagement

Sources of traffic


What sources are driving

your traffic?


WHAT’S THE ENGAGEMENTON YOUR CAMPAIGNS?

Email:

Facebook:

Twitter:

Landing page:

Open rate, click through rate,unsubscribe rate, deliverability

Views, shares, likes, comments

Impressions, retweets, favorites

Traffic, submissions rate

@cmongi02 | #HubspotforStartups | @HubSpotStartups

Attract VisitorsAttract Visitors

Convert Leads

Close Customers

HOW TO CONVERT WEB VISITORS INTO LEADS

Convert Leads


No BusinessNo ConversionTraffic


Leads

MQLs

SubscribersHOWDO YOUCONVERTTRAFFIC?


Leads

MQLs


To establish a relationshipand open communication.

For blog subscribers youwant email address andfirst name.

What you want


Leads

MQLs


To get data about the person to further refine your communication and begin to identify if they are a fit.

Company name, job title, employee count etc.

What you want


Leads

MQLs


A potential customer to signal they want to begin a sales conversation.

Filling out a contact sales form, demo or starting a trial.

What you want


Leads

MQLs

Subscribers

GENERATING

@cmongi02 | #HubSpotforStartups | @HubSpotStartups

PLACE A “SUBSCRIBE” FORMON YOUR BLOG


CREATE A BLOG SUBSCRIBERLANDING PAGE


Leads

MQLs

Subscribers

CAPTURING


HAVE A RELEVANT

ON BLOG POSTS.CALL-TO-ACTION (CTA)


HAVE THAT ‘CTA’ LEAD TO ADEDICATED LANDING PAGE


OPTIMIZE YOURLANDING PAGES


VS

A/B TEST YOURLANDING PAGES


VS

A/B TEST YOURLANDING PAGES

WINNERConversionincreased

110%in this test


ERROR RATE DECREASED FROM 60% TO 22%

FOCUS ONQUALITY CONVERSIONS


Leads

MQLs

Subscribers

TURN LEADS INTO


EMAIL 1 EMAIL 2 EMAIL 3

NURTURE LEADS WITHMARKETING AUTOMATION


OR

WINNING THEEMAIL BATTLE GROUND


Compelling Subject Line

CHECKLIST



Sender Name

CHECKLIST



Sender Name

Personalised Copy

CHECKLIST



Sender Name

Personalised Copy

Call-To-Action

CHECKLIST



Sender Name

Personalised Copy

Call-To-Action

Image

CHECKLIST



Sender Name

Personalised Copy

Call-To-Action

Image

Unsubscribe Link

CHECKLIST


Potential customervisits your site

Later, customer surfs the web and sees your ad

Customer goes back to your site

Potential customers become paying

customers

LEVERAGEPAID RETARGETING

Ad was targetedto only your

website visitors


Subscriber to lead ratio

METRICS

MQL to customer ratio, cost per lead, length of sales cycle

Lead to customer ratio, cost per lead,

length of sales cycleLeads

MQLs

Subscribers


162 customers

requires

20,000 visits

Visitors: 20,000

Customers: 162

2,400 - Leads

1,080 - MQLs

6,000 - Subscribers

40% Subscriber-to-Lead

45% Lead-to-MQL

30% Conversion Rate

15% MQL-to-Customer

REVERSE-ENGINEER YOUR FUNNEL


3

Reverse engineer your funnel to know the value of your leads

1

Reduce the friction wherever possible

2

Always present

options to progress down

the funnel

KEYTAKEAWAYS


HOW TO TURN LEADS INTO CUSTOMERS

Convert Leads

Close Customers

Attract Visitors


All Sales Reps are A**holes.


Sales is motivated by more than money.


Marketerssit around all day doing arts and crafts.


Marketers are all about data.


MIS COMMUNICATION


SALES REP SCOTT

We don’t have enough leads…

…and even the ones we have

aren’t good.


MARKETINGMICHELLE

We give sales plenty of leads.

They don’t put in enough effort to

close deals.


Companies with strong sales and marketing alignment achieve

annual growth rate


Compared to a

for companies with poor alignment

declinein annual revenue


COLLABORATE?So, how do we


SALES MARKETING+ =


2.1. 3.COMMON

LANGUAGE

SETTING UP

THE PROCESS

UTILISING

TOOLS

SMARKETING STEPS TO SUCCESS

@KatWarboys | #GrowWithHubSpot | @HubSpot@KatWarboys | #GrowWithHubSpot | @HubSpot

SERVICE LEVEL

AGREEMENT

A contract between

a service provider

and the end user that

defines the level of

service expected

from the service

provider.

@KatWarboys | #GrowWithHubSpot | @HubSpot@KatWarboys | #GrowWithHubSpot | @HubSpot

MARKETINGTO SALES

SALES TOMARKETING

Number and quality of leads required to hit

company revenue goals

Speed and depth of lead follow-up that

makes economic sense


STEP

1

STEP

2

STEP

4

STEP

3

STEP

5

BUILDING SMARKETINGALIGNMENT

Calculatethe Marketing Side

DetermineBusinessGrowth

Calculatethe SalesSide

Set up Marketing SLA Reporting

Set up Sales SLA Reporting


=NEW

REVENUE GOAL

AVERAGE SALES PRICE

Determine Business Growth1


# of Customers


NEW CUSTOMERS GOAL

LEAD TO CUSTOMER CLOSE %

Calculate the Marketing Side2


=LEADS GOAL


Calculate the Sales Side.3


The number of deals which go to the vendor who responds first.

35% 50%


How will you incentivize sales behavior?


SMARKETING


1

Inbound is about

being human

KEYTAKEAWAYS

2

Alignment through shared

language

3

Metrics ensure we are all kept

accountable

4

Tools & platforms enable all

of this


THANK YOU