welcome to inbound marketing
TRANSCRIPT
Integrated eMessaging
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Hottest Trends in Marketing
1) Content Marketing
2) Live & Virtual Event Marketing
3) Promoted Social/ Social Marketing
4) Marketing Automation
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The New Methodology in Marketing
• Inbound Marketing:
– Marketing activities that bring visitors IN
– Earns the attention of customers
– Makes company easy to be found
– Draws people in using interesting content
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Typical Inbound Elements
• Banner Ads
• Social Media
• Keywords
• Blog
• Landing Pages to Capture Data & Offer Value-Add &/or Interactive Experience
• Website Analytics
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Why Are U Suited for Inbound?
• Content
• Content
• Content
• Content
• Content
• Content
• Too Many Emails full of CONTENT!!
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Growth:
How Do We Design For Now?
Engaged
Checkbook
members
High negative
or no squeak
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How Do We Understand the
Market?
• How Do We Group People? What are the Factors that Group People Together?
• Who Are the Influencers?
• Who Are the Haters?
• Cultural/Environmental Factors?
• How Do they Get Information?
• Demographics/Psychographics?
• Tastes & Preferences?
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Segments
• Market segmentation is
a marketing strategy that involves dividing
a broad target market into subsets of
consumers who have common needs and
priorities, and then designing and
implementing strategies to target them.
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Personas
• Characterization of a target population to
allow you to better craft product/service
offering, value proposition & promotion
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Why Use
Personas?
Helps get you
into the mindset
so you can
ideate &
understand
what’s of
interest
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What’s the Diff?
• Segmentation
– Discrete data
– Slices based on
criteria such as
demographics,
psychographics, etc
– Rear facing
– “What did they do?”
• Personas
– Fictitious
– Aggregates criteria
– Behaviorally focused
– Forward facing
– “What will they do?”
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Lifecycle Stage
• Where the user is in the buying lifecycle:
– Lead
– Marketing Qualified (MQL)
– Sales Qualified (SQL)
– Opportunity
– Customer
– Evangelist
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Lead Scoring
• Assign a numeric value to actions that a
user may take. Reward harder
engagement with more points
• Example: Filled out an interest form about
membership, score them as a 50 out of
100 total possible points
Integrated eMessaging
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Lifecycle Stage & Lead Scoring
• Understand who’s who & where they are:
– Lead: Scores of 1-49
– Marketing Qualified (MQL): Scores of 50
– Sales Qualified (SQL): Scores of 51-75
– Opportunity: Scores of 75-90
– Customer: Scores of 91-100
– Evangelist: Scores of 101+
Integrated eMessaging
Solutions
Where U Are in the Process
• Know the Market
• Know our Data
• New Way to Use the Same Channels
• New Tool to Make it Easy
• Create Campaign & Measure