slchug event: october 27 2016
TRANSCRIPT
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#SLCHUG Good morning
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#SLCHUG
Agenda• Welcome • Introductions & House Keeping w/ Doc • Social Selling w/ Tim •Videos That Convert w/ Margot • LinkedIn w/ AJ • Q&A & Wrap-up
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#SLCHUG
Decks Will Be Available
Recap Post Coming
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#SLCHUG
READY?
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#SLCHUG
Cool Stuff• Welcome to the launch of SLC HUG• Our goal and charter• Volunteers encouraged
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#SLCHUG
DARINBERNTSON@iGoByDoc
Founder
Co-Leader SLCHUG
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#SLCHUG
BRANDONCARTER@bscarter
Marcom Manager
HubSpot Customer
Co-Leader of SLCHUG
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#SLCHUG
Roll Call• First Event? • HubSpot Users?• HubSpot Partner Agencies?• Awesome Guests?
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#SLCHUG
Registered 150
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#SLCHUG
Our Goals For SLCHUG• Education – Inbound in general– Some HubSpot specific
• Who is this for? –HubSpot Customers, Partners & Prospects– Anyone who wants to sharpen Inbound skills
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#SLCHUG
Our Goals For SLCHUG• Frequency
–Minimum 4 times a year– Fill-in workshops coming in 2017
• These events are for you –We are not here to sell anyone– This is a learning environment– Let’s be “inbound” and be helpful to each other
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#SLCHUGLike Our New Digs?
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#SLCHUG
INFORMAL POLL RESULTS
Someplace More Central Better/Free Parking
More Topics Per Meeting Deeper Dive Into Toolsets
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#SLCHUG
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#SLCHUGWho is going this year?
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#SLCHUG
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#SLCHUG
Code:HUGSaltLakeCityfor contest and$50 Discount
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#SLCHUG
HUG Contest Results
?
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#SLCHUG
Save The Date Our Next SLCHUG Event
Thursday, January 26, 2017 Topic TBD
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#SLCHUG
Let’s TalkCertifications?
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#SLCHUG
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#SLCHUG
Who Has Completed?
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#SLCHUG
New CertificationsComing Soon
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#SLCHUG
Go GetCertified
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#SLCHUG
PROJECTS
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#SLCHUG
READY?
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#SLCHUG
READY?
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#SLCHUG
MEETINGS
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#SLCHUG
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#SLCHUG
READY?
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#SLCHUG
NEXT UP
Tim Dealove
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#SLCHUG
TIMDEARLOVE@tdearlove
Principal Channel Consultant
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SOCIAL SELLINGTIM DEARLOVE: PRINCIPAL CHANNEL CONSULTANT @ HUBSPOT
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IMPACT OF SOCIAL ON BUSINESS
Source: http://arresteddevelopment.wikia.com/wiki/Gobias_Industries
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Source: HubSpot’s State of Inbound 2016
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Source: HubSpot’s State of Inbound 2016
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Source: http://blog.simplereach.com/facebook-continues-to-be-the-biggest-driver-of-social-traffic/
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WHERE ARE WE?
▸ Importance of video (in general)
▸ Importance of Social as a tool to promote your content
▸ Same challenges persist
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HIGH LEVEL THOUGHTS
▸ More than ever - invest in a variety of channels
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HIGH LEVEL THOUGHTS
▸ More than ever - invest in a variety of channels
▸ Think about the business value of your investment
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https://twitter.com/nitWitty/status/785500645109403652
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HIGH LEVEL THOUGHTS
▸ More than ever - invest in a variety of channels
▸ Think about the business value of your investment
▸ Continue to focus on personality + promotion
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WHICH AD IS BETTER?
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THIS ONE
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SOCIAL SELLING: GETTING STARTED
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“Social selling is when salespeople use social media to interact directly with their prospects. Salespeople will provide value by answering prospect questions and offering thoughtful content until the prospect is ready to buy.”
Sam Kusinitz (HubSpot)
DEFINITION
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WHY SHOULD I CARE?
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BOOM!
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SOCIAL SELLING: HIGH LEVEL GOALS
▸ As a sales rep you want to connect with more high quality leads via social
▸ Develop the process for a sales rep to follow to use social effectively
▸ Give Sales Reps the tools to connect with their leads through social channels
Source: http://harrypotter.wikia.com/wiki/First_year
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STEPS TO GET STARTED (SALES)
http://arresteddevelopment.wikia.com/wiki/Gobias_Industries
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GET STARTED WITH SOCIAL SELLING
▸ Setup Alerts
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GET STARTED WITH SOCIAL SELLING
▸ Setup Alerts
▸ Optimize Profiles
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GET STARTED WITH SOCIAL SELLING
▸ Setup Alerts
▸ Optimize Profiles
▸ Find Your Audience
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GET STARTED WITH SOCIAL SELLING
▸ Setup Alerts
▸ Optimize Profiles
▸ Find Your Audience
▸ Invest in your own thought leadership
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PROVIDE EDUCATION. BE HELPFUL.
Me (Right Now)
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DON’T SPAM.
Me (Again)
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EASE UP ON THE SELL. SAY NO TO ABC.
Me (Last time, I promise)
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STEPS TO GET STARTED FOR MARKETERS
http://arresteddevelopment.wikia.com/wiki/Gobias_Industries
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HOW TO ENABLE YOUR SALES TEAM
▸ Get Buy In
▸ Help make this as easy as possible
▸ Provide feedback, share data and results
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BUY IN
▸ Find the overachievers
▸ Share the right data
▸ Bring in managers
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MAKE CONTENT ACCESSIBLE FOR REPS (MAKE IT EASY)
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MONTHLY MEETINGS TO REVIEW RESULTS
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QUESTIONS?YOU CAN FIND ME @TDEARLOVE
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DOWNLOAD THIS DECK: SLCHUG EVENT RECAP
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#SLCHUG#SLCHUG
Thank You!
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#SLCHUG
NEXT UP
Margot Mazur
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#SLCHUG
MARGOTMAZUR@margotcodes
Partnership Co-ordinator
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Salt Lake City HubSpot User Group
Video Marketing Basics: Keys To Success
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Margot MazurPartnership Co-ordinatorWistia
@margotcodes
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Title TextBody Level One
Body Level TwoBody Level Three
Body Level FourBody Level Five
Why we love video
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Why video?
• 93% of businesses who use video believe it has increased user understanding of their product.
• 69% of users say they'd share a branded video if it had information that might be of interest to friends.
• 64% of businesses who use video believe that it has led directly to increased sales.
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Video content doublestime on site
Engagement
- Marketing Sherpa
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Video As A Means To An End
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DRIVE TRAFFIC
CONVERT LEADS
NURTURE LEADS
CLOSE SALES
SUPPORT CUSTOMERS
INCREASE ENGAGEMENT
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Drive Traffic
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Use short videos or clips with links to drive people to your website.
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Increase Engagement
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Element Three has seen a 425% increase in traffic per post for video blog content
(vs regular blog content)
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Convert Leads
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Adding video to a webinar registration page makes it more human and inviting
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Nurture Leads
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Video voicemails establish strong
relationships
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Close Sales
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Using Video Well
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video thumbnails:
20-43% higher CTA
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Video is a lead generation machine
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Landing pages with video have up to 800% more conversion than the same page without a video
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Shoot business video on an iPhone
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Create a studio on the cheap
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77% of consumers say they’ve been convinced to buy a product or service by watching a video
Stats from Wyzowl
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Margot MazurPartnership Co-ordinatorWistia
@margotcodes
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#SLCHUG#SLCHUG
Thank You!
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#SLCHUG
NEXT UP
AJ Wilcox
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#SLCHUG
AJWILCOX@wilcoxajOwner
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#SLCHUG@wilcoxaj
LinkedIn AdsThe Red-headed Stepchild of B2B PPC
#SLCHUG
@WilcoxAJ
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#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj
ABOUT AJ WILCOX
10+Years of PPC and SEO experience
Began heavy B2B focus 4 years ago
Live in Lehi with my wife and 4 kids
Triathlete, exotic car lover, soulless ginger
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#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj
B2B CHALLENGES
B2B Marketers have to be more sophisticated
Inherent Obstacles with B2B:
Delayed Sales Cycles
Offline Conversion Events
It’s worth it, though!
Fortune 100072%
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#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj
#PipelineMarketing
Allleads!=equal
Makeoptimizationdecisionsbasedonrealresults
Return On Ad Spend is the real metric
Visits
Leads
Marketing Qualified Leads
Sales Accepted Leads
Opportunities
Customers
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#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj
KEYWORD TARGETING
How do you ensure your dollars are spent on someone with B.A.N.T.?
PaidSearch(AdWords)keyword-basedtargeting
Intent-based
CEOs type the same keywords as janitors
Budget
Authority
Need
Timing
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#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj
B2B TARGETINGPERSONAL FOCUS
BUSINESS FOCUS LOW COST HIGH COST
B2B AD OPTIONS
Industry PublicationsAdvertise in industry rags (ChiefExecutive magazine)
AdTech Vendors
Precise
Decent
Weak
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#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj
LINKEDIN ADVERTISING - PROS
Up-To-Date (Self Selected)
Robust Targeting Business Mentality
No Gatekeeper
Larger Deal Sizes
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#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj
LINKEDIN ADVERTISING - CONS
The platform is far from perfect:
Conversion Tracking (Finally!)
Dayparting
Hourly Reporting
Device-level Bidding
Retargeting
Opaque Relevancy Score
Ignored by LinkedIn (Changing!)
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#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj
WHO’S A FIT?
LTV >$15Kis a no-brainer
Recruiting
Education
Subscription Software (SaaS)
Company Verticals:
Who’s an ideal fit for LinkedIn Advertising?
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#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj
NOT A FIT!
Small LTVs (<$10K)
Broad Target B2C eCommerce Hard Sell
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#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj
AD UNITS – TEXT ADS
80x80px image
.03% CTR is good
25 char headline75 char adline
Desktop ONLY
Not available through Hubspot
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#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj
AD UNITS – SPONSORED UPDATES
1200x627px image
.4% CTR is good
128 char intro38 char title155 char description
65%+ mobile users
Available through Hubspot!
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#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj
B2B TARGETING
ProfessionalJob Title (Project Manager)
Profile Completeness Dependent
Job Function (Marketing)Seniority (Manager)Skills (Nunchuck, MySQL)Group (Project Management R Us)
CompanyCategory/Industry (Hi-tech, Consumer Goods)Company Size (51 - 2000)Company Name (Microsoft)
EducationSchool Name (Stanford)Degree/Field of Study
DemographicsGender (M/F/Both)Age (55+)Geography (San Francisco Bay Area)
Combinations & Exclusions
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#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj
EFFICIENT LINKEDIN REACH
CMO
Titles
Groups
Job Function
Skills
Titles
Groups (+ Seniority)
Job Function + Seniority
Skills + Seniority
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#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj
WHO USES LINKEDIN ADS?
LinkedIn Twitter Facebook Google
$0
$2,000
$153
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
$16,000
$18,000
$20,000
$243
$3,851
$18,100
Q4 2014 Ad Revenues (Millions)
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#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj
CONTENT MARKETING FUNNEL
Trial/ Demo
Blog Post/Infographic
Ebook
Webinar
RetargetingEmail
Nurture
Low Friction
High Friction
Guide / Whitepaper
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#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj
GLORIOUS RETARGETING
LinkedIn retargeting = Building persona!
Facebook Custom Audiences
Twitter Tailored Audiences
Paid Search retargeting = Building audience around keyword
Recommended Retargeting Mix:
AdWords ReMarketing
Tag Manager Containing:
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#SLCHUG#SLCHUG
Thank You!
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#SLCHUG#SLCHUG
Panel Questions?
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#SLCHUG160
Search EngineOptimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead Management
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#SLCHUG#SLCHUG
Coming Soon
Workshops, Webinars, Blog, & (Possible) Podcast
Diving deeper into HubSpot tools and Inbound Methodology,
and User Stories Watch for eMail from Doc
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#SLCHUG
Save The Date Our Next SLCHUG Event
Thursday, January 26, 2017 Topic TBD