Inbound Marketing Methodology

1 WHAT IS INBOUND MARKETING?

2 THE PHILOSOPHY: WHY INBOUND WORKS

3 THE METHODOLOGY: HOW INBOUND

WORKS

4 RETURN ON INVESTMENT

INBOUND MARKETING

1 What is Inbound Marketing?

Instead of buying ads, buying email

lists, or cold calling, inbound marketing

focuses on creating educational

content that pulls people

toward your website where they

can learn more about what you sell on their

own accord.

WHAT IS INBOUND MARKETING?

Market with a magnet, not a sledgehammer

INBOUND IS AN APPROACH TO MARKETING THAT REACHES TODAY’S CUSTOMERS

Understand what content pulls your

buyers through the sales funnel

use that context to personalise your

marketing at scale.

Get found by qualified leads online with content • website pages• blog articles• social messages

optimised for search and social media.

2 The Philosophy:Why Inbound Works

Inbound marketing is a

philosophy based on the truth

that customers buy

differently today than

they did 10 years ago.

INBOUND AS A PHILOSOPHY

PRE-INTERNET

Buyer: Relatively uninformed

Buyer Journey: Linear

Marketing Playbook:

Interrupt (cold calls and

advertising)

IF WE THINK ABOUT IT...

TODAY

Buyer: Well-informed

Buyer Journey: Fluid and

random. Starts with Google

Marketing Playbook:

Attract interest through

content creation

HOW DID THIS TRANSFORMATION TAKE PLACE?

1. The media landscape has

become insanely cluttered.

There’s a magazine, TV

channel, radio station, and a

gajillion websites for every

conceivable interest.

WHY INTERRUPTION NO LONGER WORKS: REASON No 1 - The Proliferation of Media

THE PROLIFERATION OF MEDIA

• 1920 there was 1 radio station - 2011 there were over 14,000

• 1946 USA had 12 TV stations - 2011 there were over 1,700

• 1998 average consumer saw or heard 1 million marketing

messages – almost 3,000 per day

• In 2014 there are 1,500 stories in your personal Facebook news

feed alone - competing for your attention at any given moment

2. Consumers are accustomed to

false claims and deceit in

advertising, so even when

clever ads are seen by

consumers, they’re thought to

be dishonest.

WHY INTERRUPTION DOESN’T WORK: REASON No 2 - A History of Deceptive Advertising:

63% of consumers need to

hear company claims 3-5x

before they’ll actually believe

them! Source Edelman Trust Barometer,

2012

• Interruption• False claims • Over-promising • Under-delivering• Increased regulation• Brand egocentrism } This

changed everything

3. Consumers gained access to

tools and information that

enabled them to dodge

interruptive brand messages

and instead seek out

information when they’re ready.

WHY INTERRUPTION DOESN’T WORK: REASON No 3 - Technology Empowered Consumers

• TV Recorders • Caller ID • Do Not Call list • Spam software • Broadband internet • Smartphones • Social media

} This changed everything

THAT’S WHY PERMISSION HAS BECOME MORE EFFECTIVE THAN INTERRUPTION

• Aligning content with customer’s interests

• Earning permission to market to

prospects

• Convert into leads

• Close into customers

There are 4 major themes of inbound, permission-based marketing...

As you learn more about

your leads over time, you can

better personalise your

messages to their specific

needs.

PERSONALISATION & CONTEXT Buyer Personas

You recognise that people go

through stages as they

interact with your company, and

that each stage requires

different marketing actions.

LIFECYCLE MARKETING Buyer Journey

You create targeted content

that answers your customer's

basic questions and needs,

and you share that content far

and wide.

CONTENT CREATION Create Remarkable Content

Inbound marketing is multi-

channel by nature because it

approaches people where

they are, in the channel where

they want to interact with you.

A MULTI-CHANNEL PRESENCELeverage & distribute content

IN SUMMARY, INBOUND MARKETING IS ABOUT ...

• Building trust, not skepticism

among your prospects

• Being loved, not ignored by your

customers

• Outsmarting, not outspending

your competitors

3 Methodology:How Inbound Works

BlogSocial MediaKeywords

Pages

Calls-to-ActionLanding PagesForms

Contacts

EmailWorkflow

sLead

ScoringCRM

Integrations

Social MediaSmart-

Calls-to-ActionEmail

Workflows

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

THE METHODOLOGY CYCLE

STEP 1: ATTRACT STRANGERS AND TURN THEM INTO WEBSITE VISITORS.

BlogSocial MediaKeywords

Pages

Attract

Strangers Visitors

Inbound tool kit:

• Blogging

• Social Media

• Keyword Optimisation

• Site Pages

We’re going to take a moment to emphasize the importance of blogging because it’s that important ...

The average company that blogs

generates:

•55% more website visitors

•97% more inbound links

•126% more leads

•434% more indexed pages

SERIOUSLY! BLOGGING WORKS…

Source: HubSpot

IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC

BLOGGING

Monthly Blog Posts

4x time on Facebook v Google

You must share remarkable content

and valuable information on the social

web, engage with your prospects, and

put a human face on your brand.

SOCIAL MEDIA

YOU NEED TO BE ACTIVE ON SOCIAL MEDIA SITES

IMPACT OF COMPANY FACEBOOK REACH ON INBOUND TRAFFIC

SOCIAL MEDIA: FACEBOOK

Facebook Likes

IMPACT OF COMPANY TWITTER REACH ON INBOUND TRAFFIC

SOCIAL MEDIA: TWITTER

Twitter Followers

TARGETED CONTENT

ALL CONTENT SHOULD BE CREATED AROUND TARGETED KEYWORDS

• Carefully, analytically pick keywords

• Optimise web pages

• Create content

• Build links around the terms your

ideal buyers are searching for

STEP 2: CONVERT WEBSITE VISITORS INTO LEADS.

Calls-to-ActionLanding PagesForms

Contacts

Convert

Visitors Leads

Inbound tool kit:

• Calls-to-Action

• Landing Pages

• Forms

• Lead Management

Calls-to-action (CTAs) are

buttons or links that encourage

your visitors to take action, like

“Download an ebook”

No CTAs or if they aren’t

enticing enough, you won’t

generate leads.

CALLS TO ACTION

ENTICE YOUR VISITORS TO CLAIM AN OFFER WITH CALLS-TO-ACTION

When a website visitor clicks on a

CTA, they should then be sent to a

landing page where the offer in the

call-to-action is fulfilled, and where

the prospect submits information

that your sales team can use to

begin a conversation with them.

LANDING PAGES

DRIVE VISITORS TO LANDING PAGES WHERE THEY CAN BECOME LEADS

• Companies with 30> landing pages get 7x more leads than

those with <10

• 48% of marketers build a new landing page for each

marketing campaign

LANDING PAGES

In order for visitors to become

leads, they must fill out a form and

submit their contact information.

Optimise your form to make this

step of the conversion process as

easy as possible.

FORMS

USE FORMS TO GET THE INFORMATION YOU NEED ABOUT YOUR PROSPECTS

STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING.

EmailWorkflow

sLead

ScoringCRM

Integrations

Close

Leads Customers

Inbound tool kit:

• Lead Scoring

• Email

• Closed-Loop Reporting

You’ve got contacts in your

system, but how do you know

which ones are ready to speak to

your sales team? Using a

numerical representation of the

sales-readiness of a lead takes the

guesswork out of the process.

LEAD SCORING

USE LEAD SCORING TO DETERMINE WHICH LEADS ARE READY FOR A SALESPERSON

What if a visitor clicks on your CTA

and fills out a form on a landing page

to download a whitepaper, but still

isn’t ready to become a customer?

Nurture them with a series of

emails focused on useful, relevant

content until they’re ready.

TARGETED EMAILS

SEND TARGETED EMAILS TO LEADS TO PULL THEM THROUGH THE SALES FUNNEL

• 59% Marketers say email is most effective channel for generating

revenue

• Personalised emails improve conversion rates by 10%

• Lead nurturing emails get 4 – 10x the response rate compared to

standalone email blasts

TARGETED EMAIL

Source: HubSpot

Know which marketing efforts are

bringing in the best leads and

whether your sales team is

focused on the most qualified

leads by integrating with your

Customer Relationship

Management (CRM) system.

CUSTOMER RELATIONSHIP MANAGEMENT

CLOSE THE LOOP BY INTEGRATING YOUR MARKETING TOOLS WITH YOUR CRM

STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND.

Social MediaSmart-

Calls-to-ActionEmail

Workflows

Delight

Customers Promoters

Inbound tool kit:

• Smart Calls-to-Action

• Social Media

• Email and Marketing Automation

Treat people like people and earn

trust by using Smart

personalisation content to create a

tailored experience based on

prospects’ needs across all of your

marketing channels – from CTAs

to email to landing pages.

KEEP THE CYCLE GOING BY CONTINUALLY NURTURING WITH PERSONALISED CONTENT

Here’s how the inbound methodology sales funnel looks.

4 Return on Investment:The true value of inbound

RETURN ON INVESTMENTInbound Marketing ROI - Average 2 year lead growth managed with HubSpot Inbound Software

Starting Leads

10 - 49

50 - 499

500 - 4999

5000 +

All Customers

6Mths

2.58x

2.08x

1.39x

1.14x

2.69x

Less than 10 3.09x

1Yr

5.01x

3.97x

3.22x

2.42x

5.99x

9.38x

2Yrs

18.22x

13.56x

10.43x

6.49x

24.69x

45.66x

In 2014, an MIT Sloan MBA student completed a research study on the ROI using HubSpot inbound marketing software.

Highlights include:

2.40xmore visitors per month within one year

5.99xmore leads per month within one year

69%of customers saw an increase in sales revenue within one year

* Per month

*

Inbound Marketing Methodology

Thank you

We welcome any questions…