speaker box inbound marketing webinar
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TRANSCRIPT
Inbound Marketing Strategies
Fill Your Funnel, Drive Qualified Leads
Webinar: August 29, 2012
Introductions
D.P. VenkateshCEO, Founder, mPortal
[email protected]@dpv007
Elizabeth SheaCEO, SpeakerBox
[email protected]@eliz2shea
Matt HowardCEO, Co-founder, ZoomSafer
[email protected]@matthewjhoward
Why We’re Here
An early adopter using inbound marketing as a primary lead generation strategy for the startup company.
Adopted an inbound marketing strategy to expand its reach after 10 successful years in business.
Implemented inbound marketing to expand its footprint beyond DC, as well as provide services for its clients beyond
PR.
Source: blog.hubspot.com
The B2B Buyer… Used to Get Information:
Talking to salespeople Product literature Tradeshow attendance Reading articles or ads, commercials
Now They Get Information: Google searches Online portals and news sites User-generated content and opinions Word of “mouse” Direct to company websites
Social media and inbound marketing techniques have been a
boon for marketers.
Not only do leads generated through social and content marketing cost half as much as traditional outbound-generated leads, they also close at a higher
rate.--Tom Pick, Business2Community, July 23, 2012
Full infograph available at: http://www.cmswire.com/cms/customer-experience/infographic-the-decline-of-
outbound-marketing-013308.php
Inbound Marketing Defined
See also:– Content marketing– Permission marketing
(Seth Godin)
Inbound marketing is based on the concept of
earning the attention of prospects, making yourself
easy to be found and drawing customers to your
website by producing content that customers
value.--Wikipedia
Related:– Internet marketing– Marketing automation– Digital marketing– Content automation
It’s Like Joining a Gym…1. No “quick fixes”2. Improve marketing ROI by being more attractive
to customers3. Maximum results require maximum effort on
consistent basis4. Requires multidisciplinary approach5. Getting in shape is hard; staying in shape is
harder
6. Ask for help: trainers can show you the way
Inbound Marketing Funnel
ANAL
YTIC
S
+ Search+ Content+ Social MediaTop of the Funnel: Suspects
+ Nurturing Content+ Authentic Conversations+ Social EngagementMiddle of the Funnel: Prospects
+ Strong Calls to Action+ Lead Scoring+ High-Value ContentBottom of the Funnel: Qualified Leads/Conversion
IT ALL STARTS
WITH SEARCH
Keys to High Search Rankings
Select good keywords
Dynamic site, keyword-centric content strategy
Inbound links from high authorities
You Then Need Good CONTENT
Content marketing is a marketing technique of creating and distributing relevant and valuable content to
attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving
profitable customer action.Source: Joe Pulizzi, Content Marketing Evangelist, Speaker, Author, Coach and Producer of Content Marketing Institute and Content Marketing World. Plus he’s a really nice guy.
Content Across the Customer Lifecycle
AcquisitionPromoting product education and consideration
EngagementDrawing people closer to your brand
ConversionTurning prospects into customers
RetentionSupporting customer success and engagement
LoyaltyFostering word-of-mouth promotion
Source: The New Content Marketer 2012 White Paper by Brightcove:
download at www.contentmarketinginstitute.com
What Qualifies as Content?Website contentArticles by third partieseBooksBlog commentsTwitter feedsVideos Customer testimonialsWebinar/Seminar presentations
Blog postsPress releasesSurveysProduct reviewsWhitepapersPhotosFacebook updatesAuthored articles published
Other Creative Ways to Add Content Live blog from conferences; cover the big shots! “Brandscape”: collaborate with other brands to create great
content (coined by Andrew M. Davis, author of Brandscaping)
Contests or awards program recognizing successful implementations of your product
Commission analyst reports Talk about your customer’s success Surveys on your marketplace or hot
current technology topics Memorable conferences, seminars
Image courtesy of Eric Brillo
Blogging is BeautifulBlogging is not an option…
You gotta be good…what will others find interesting? Fun? Your perspective on trends, news, etc. Be timely. Anticipate industry announcements, time a blog post to
coincide. Ask big shots to guest blog, or follow an “Ask the Influencer”
model. Be yourself: be funny, witty, authentic. Even if you’re not
funny or witty, be authentic… Record yourself or your customers: “Man on the Street”
interviews. Show the love to your ecosystem, they will love you back.
Add Two Parts Content With Calls to Action
VideoseBooks
WhitepapersSurvey ResultsTips and Tricks
Industry ReportsComplimentary Assessment
Content with Calls To Action
Content with Calls To Action
Content with Calls to Action
Nurture, Nurture, Nurture
Lead nurturing is a process by which leads are tracked and developed into sales-qualified leads…
…meaning that they are ready and worthy of a salesperson’s time.
--Andre Pino, Forrester
B2B marketers rate social media as the second-most important factor (64%) in search, behind only strong content (82%) (B2B Magazine, February 2012).
LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs. Yet only 47% of B2B marketers say they are actively using LinkedIn vs. 90% on Facebook (Social Media B2B, March 2012).
77% of buyers say they are more likely to buy from a company whose CEO uses social media. 94% said C-suite social media participation enhances a brand image. 82% of employees say they trust a company more when the CEO and leadership team communicate via social media (eMarketer, March 2012).
(Source: 72 Fascinating Social Media Facts and Statistics for 2012, Tom Pick, Business2Community, July 23, 2012)
Throughout the Nurturing Process…
BE SOCIAL
Lead Scoring…Understand what a “qualified lead” looks like
Don’t Try to Boil the Ocean
Recap
Search + Content + Social = Fill Your Funnel
Creative Content Is King: Pick Your Poison
Map Content To Your Customer Lifecycle
Nurture, Analyze, Adjust: Focus on What Works
THANK YOU!
D.P. VenkateshCEO, mPortal, [email protected]
Matt HowardCEO, ZoomSafer, [email protected]
Elizabeth SheaCEO, SpeakerBox, [email protected]
For webinar attendees only: How do you rate YOUR inbound marketing efforts?
If you’d like a complimentary inbound marketing assessment, visit:
http://sbx.speakerboxpr.com/inbound-marketing-assessment