10 Inbound Marketing Tools
That Generate More
High-Quality Leads and
Close Sales Faster
Joshua Feinberg
Co-Leader of Boca ...
Welcome!
The Boca Raton HubSpot User Group (HUG) is
composed of marketers and small business
owners looking to master the ...
Why?
• Network with and learn from other Inbound
marketers in the greater Boca Raton, Florida
area.
• Discover new ways to...
Please Add This to Your Calendar Now!
• Tuesday morning, September 30 @ 9am-11am
• Same location
• Watch your inbox and so...
Boca Raton HUG on Social Media
• Join the LinkedIn Group for the Boca Raton
HubSpot User Group (HUG)
• Follow @BocaHUG on ...
South Florida HubSpot User Groups
• Boca Raton
– Co-Leaders Joshua Feinberg
and Jennifer Rossler
– @BocaHUG
• West Broward...
INBOUND 2013 Opening Video
http://www.youtube.com/watch?v=49Fo3k8jfqI
http://www.inbound.com
INBOUND 2013 Recap
http://www.youtube.com/watch?v=51yxHQVEU20
Full INBOUND 2014 Agenda is Now Posted:
http://www.inbound.c...
http://academy.hubspot.com/certification
Your Biggest Marketing Challenge
Word Cloud via JasonDavies.com
Who’s Here Today?
• Please introduce yourself
– Joshua Feinberg (Boca Raton HUG Co-Leader)
– SP Home Run / Inbound Agency ...
SCORE South Palm Beach
• Very fortunate to have one of the highest-ranked SCORE
chapters in the USA right in our own backy...
Boca Raton HubSpot User Group +
SCORE South Palm Beach was Mentioned in the
June HUG Leader Office Hours Webinar
Who’s Here Today?
• Please introduce yourself
– Name
– Company/Organization/Location
– HubSpot User Since… (or Future HubS...
10 Inbound Marketing Tools
That Generate More
High-Quality Leads and
Close Sales Faster
Joshua Feinberg
Co-Leader of Boca ...
What is HubSpot?
(HubSpot Co-Founders
Brian Halligan and Dharmesh Shah)
http://www.youtube.com/watch?v=X_bqIr7pGzQ
Any Baseball Fans?
Any Baseball Fans?
Any Baseball Fans?
How to Build a Team
• How many players are on an active roster in
Major League Baseball?
• How many players need to be the...
How to Build a Team
• Now what happens if you start doing…?
– SEO
– Social Media
– Google AdWords
• But you have no…?
– Co...
Ghost Town
“abandoned village, town or city,
usually one which contains
substantial visible remains. A town
often becomes ...
Don’t Be THAT Guy!
What Is Inbound?
Source: HubSpot Inbound Methodology
Inspired by “The Way I Work”
Inc. Magazine
Agenda
• Drive more highly-targeted traffic to your website
• Differentiate by arriving earlier in the sales cycle, so you...
Drive More Highly-Targeted Traffic to Your Website
Why? 57% of the typical B2B sales cycle is over before
prospects talk t...
Drive More Highly-Targeted Traffic to Your Website
What have you searched for this week?
How do you know what your ideal b...
Drive More Highly-Targeted Traffic to Your Website
Persona Research
• Don’t Guess
• Ask
• Analyze
• Pre- / Post-Sales FAQs...
Drive More Highly-Targeted Traffic to Your Website
Keyword Research
• Google Suggest
• Google Organic and
PPC Results
• Hu...
Drive More Highly-Targeted Traffic to Your Website
Keyword Research
• Google Suggest
• Google Organic and
PPC Results
• Hu...
Drive More Highly-Targeted Traffic to Your Website
Keyword Research
• Google Suggest
• Google Organic and
PPC Results
• Hu...
Drive More Highly-Targeted Traffic to Your Website
Strategic Blogging
• One Long-Tail Keyword
• For One Buyer Persona
• Fo...
Drive More Highly-Targeted Traffic to Your Website
Re-Purpose Blogs
• SlideShare
• YouTube
• Wistia HubSpot
Integration
Drive More Highly-Targeted Traffic to Your Website
Re-Purpose Blogs
• SlideShare
• YouTube
• Wistia HubSpot
Integration
Drive More Highly-Targeted Traffic to Your Website
Re-Purpose Blogs
• SlideShare
• YouTube
• Wistia HubSpot
Integration
Drive More Highly-Targeted Traffic to Your Website
Schedule Social
Publishing
• High Frequency
• Repeat Every 3 Days
• Mul...
Agenda
• Drive more highly-targeted traffic to your website
• Differentiate by arriving earlier in the sales cycle, so you...
Differentiate By Arriving Earlier In the Sales Cycle
Create Solution-Focused
Content for Awareness
(Research) Lifecycle St...
Differentiate By Arriving Earlier In the Sales Cycle
Create Solution-Focused
Content for Awareness
(Research) Lifecycle St...
Agenda
• Drive more highly-targeted traffic to your website
• Differentiate by arriving earlier in the sales cycle, so you...
Convert More Decision Makers into Qualified Leads
Calls to Action
• Action Verbs
• Create a CTA
• Create a Smart CTA
Convert More Decision Makers into Qualified Leads
Forms and Landing Pages
• Use Smart Fields to
Avoid Asking for the
Same ...
Agenda
• Drive more highly-targeted traffic to your website
• Differentiate by arriving earlier in the sales cycle, so you...
Accelerate the Sales Cycle With Fewer Touchpoints
Smart Lists + Workflows
• Automate When
Lower Lifetime Value
• Drip Best...
Accelerate the Sales Cycle With Fewer Touchpoints
Webinars
• Repurpose Blog Posts
and White Papers
• Use Recordings for
Le...
Accelerate the Sales Cycle With Fewer Touchpoints
Webinars
• Repurpose Blog Posts
and White Papers
• Use Recordings for
Le...
Accelerate the Sales Cycle With Fewer Touchpoints
Signals
• Real Time Lead Revisit
Notifications
• Real Time Email Open
an...
Signals Sales Coach
http://www.youtube.com/watch?v=fLyCVOrua2s
Recap of the
10 Inbound Marketing Tools
That Generate More
High-Quality Leads and
Close Sales Faster
1. Persona Research
2. Keyword Research
3. Strategic Blogging
4. Re-Purposed Blogs
5. Scheduled Social Publishing
6. Solut...
Agenda
• Drive more highly-targeted traffic to your website
• Differentiate by arriving earlier in the sales cycle, so you...
Q&A Clinic (New)
Optional, Complimentary 30 Minute Q&A Clinic
Immediately Following Todays’ Meeting:
• For HubSpot Custome...
Special Thanks
• SCORE South Palm Beach for allowing us to
meet here
–Hal Finkelstein @SCORESoPalmBch
• HubSpot for sponso...
For More Info
• This slide deck is now live on BocaHUG SlideShare (Please Like and Share!)
• Boca Raton HubSpot User Group...
10 Inbound Marketing Tools That Generate More High-Quality Leads and Close Sales Faster
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10 Inbound Marketing Tools That Generate More High-Quality Leads and Close Sales Faster

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http://www.bocahug.com Learn how to drive more highly-targeted traffic to your website, differentiate by arriving earlier in the sales cycle, protect your pricing power and margins, convert more of the right decision makers into highly-qualified leads, and accelerate the sales cycle with fewer labor-intensive sales touchpoints. The topic is valuable for all marketers, not just HubSpot users.

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10 Inbound Marketing Tools That Generate More High-Quality Leads and Close Sales Faster

  1. 1. 10 Inbound Marketing Tools That Generate More High-Quality Leads and Close Sales Faster Joshua Feinberg Co-Leader of Boca Raton HubSpot User Group Co-Founder and Chief Inbound Marketing Officer of SP Home Run @joshua_feinberg
  2. 2. Welcome! The Boca Raton HubSpot User Group (HUG) is composed of marketers and small business owners looking to master the HubSpot software and inbound marketing to get the best results. We meet 4 times a year in Boca Raton, Florida (Palm Beach County) to network, share ideas, and give presentations.
  3. 3. Why? • Network with and learn from other Inbound marketers in the greater Boca Raton, Florida area. • Discover new ways to attract, convert, close, and delight customers and clients, so you can grow your business or organization.
  4. 4. Please Add This to Your Calendar Now! • Tuesday morning, September 30 @ 9am-11am • Same location • Watch your inbox and social media for details and the registration link
  5. 5. Boca Raton HUG on Social Media • Join the LinkedIn Group for the Boca Raton HubSpot User Group (HUG) • Follow @BocaHUG on Twitter (Use #bocahug)
  6. 6. South Florida HubSpot User Groups • Boca Raton – Co-Leaders Joshua Feinberg and Jennifer Rossler – @BocaHUG • West Broward – Leader Kristen Clinton – @HUGBroward • Miami – Leader Alex Duran – @DuranMccoy
  7. 7. INBOUND 2013 Opening Video http://www.youtube.com/watch?v=49Fo3k8jfqI
  8. 8. http://www.inbound.com
  9. 9. INBOUND 2013 Recap http://www.youtube.com/watch?v=51yxHQVEU20 Full INBOUND 2014 Agenda is Now Posted: http://www.inbound.com
  10. 10. http://academy.hubspot.com/certification
  11. 11. Your Biggest Marketing Challenge Word Cloud via JasonDavies.com
  12. 12. Who’s Here Today? • Please introduce yourself – Joshua Feinberg (Boca Raton HUG Co-Leader) – SP Home Run / Inbound Agency for B2B Tech Companies – HubSpot Professional User Since 2011 • Inbound Certified, HubSpot Certified, HubSpot Certified Partner – What You’re Looking to Get Out of Attending Today and at Future Meetings • Learn Together • Build a Community
  13. 13. SCORE South Palm Beach • Very fortunate to have one of the highest-ranked SCORE chapters in the USA right in our own backyard • #1 SCORE Chapter in the Nation for 2012 • Hal Finkelstein, Chairman of the South Palm Beach SCORE • Save the Date: Saturday, May 9, 2015 – Seventh Annual SCORE Business Conference at Lynn University • Educational Programs and Business Counseling Year Round • Visit http://www.scoresouthflorida.net • Call 561-981-5180
  14. 14. Boca Raton HubSpot User Group + SCORE South Palm Beach was Mentioned in the June HUG Leader Office Hours Webinar
  15. 15. Who’s Here Today? • Please introduce yourself – Name – Company/Organization/Location – HubSpot User Since… (or Future HubSpot User) – What You’re Looking to Get Out of Attending Today and at Future Meetings
  16. 16. 10 Inbound Marketing Tools That Generate More High-Quality Leads and Close Sales Faster Joshua Feinberg Co-Leader of Boca Raton HubSpot User Group Co-Founder and Chief Inbound Marketing Officer of SP Home Run @joshua_feinberg
  17. 17. What is HubSpot? (HubSpot Co-Founders Brian Halligan and Dharmesh Shah) http://www.youtube.com/watch?v=X_bqIr7pGzQ
  18. 18. Any Baseball Fans?
  19. 19. Any Baseball Fans?
  20. 20. Any Baseball Fans?
  21. 21. How to Build a Team • How many players are on an active roster in Major League Baseball? • How many players need to be there at game time to play the field for an inning? • What happens if you show up with only your best pitcher, catcher, and position player?
  22. 22. How to Build a Team • Now what happens if you start doing…? – SEO – Social Media – Google AdWords • But you have no…? – Content – Context
  23. 23. Ghost Town “abandoned village, town or city, usually one which contains substantial visible remains. A town often becomes a ghost town because the economic activity that supported it has failed, or due to natural or human-caused disasters” (Wikipedia)
  24. 24. Don’t Be THAT Guy!
  25. 25. What Is Inbound? Source: HubSpot Inbound Methodology
  26. 26. Inspired by “The Way I Work” Inc. Magazine
  27. 27. Agenda • Drive more highly-targeted traffic to your website • Differentiate by arriving earlier in the sales cycle, so you can protect your pricing power and margins • Convert more of the right decision makers into highly-qualified leads • Accelerate the sales cycle with fewer labor-intensive sales touchpoints
  28. 28. Drive More Highly-Targeted Traffic to Your Website Why? 57% of the typical B2B sales cycle is over before prospects talk to anyone (Source: CEB)
  29. 29. Drive More Highly-Targeted Traffic to Your Website What have you searched for this week? How do you know what your ideal buyers are searching for?
  30. 30. Drive More Highly-Targeted Traffic to Your Website Persona Research • Don’t Guess • Ask • Analyze • Pre- / Post-Sales FAQs • Find the Consensus
  31. 31. Drive More Highly-Targeted Traffic to Your Website Keyword Research • Google Suggest • Google Organic and PPC Results • HubSpot Keyword Tool (Volume vs. Difficulty)
  32. 32. Drive More Highly-Targeted Traffic to Your Website Keyword Research • Google Suggest • Google Organic and PPC Results • HubSpot Keyword Tool (Volume vs. Difficulty)
  33. 33. Drive More Highly-Targeted Traffic to Your Website Keyword Research • Google Suggest • Google Organic and PPC Results • HubSpot Keyword Tool (Volume vs. Difficulty)
  34. 34. Drive More Highly-Targeted Traffic to Your Website Strategic Blogging • One Long-Tail Keyword • For One Buyer Persona • For One Life Cycle Stage
  35. 35. Drive More Highly-Targeted Traffic to Your Website Re-Purpose Blogs • SlideShare • YouTube • Wistia HubSpot Integration
  36. 36. Drive More Highly-Targeted Traffic to Your Website Re-Purpose Blogs • SlideShare • YouTube • Wistia HubSpot Integration
  37. 37. Drive More Highly-Targeted Traffic to Your Website Re-Purpose Blogs • SlideShare • YouTube • Wistia HubSpot Integration
  38. 38. Drive More Highly-Targeted Traffic to Your Website Schedule Social Publishing • High Frequency • Repeat Every 3 Days • Multiple Profiles and Multiple Channels
  39. 39. Agenda • Drive more highly-targeted traffic to your website • Differentiate by arriving earlier in the sales cycle, so you can protect your pricing power and margins • Convert more of the right decision makers into highly-qualified leads • Accelerate the sales cycle with fewer labor-intensive sales touchpoints
  40. 40. Differentiate By Arriving Earlier In the Sales Cycle Create Solution-Focused Content for Awareness (Research) Lifecycle Stage • Keyword Selection • Premium Content Offers Awareness Consideration Decision
  41. 41. Differentiate By Arriving Earlier In the Sales Cycle Create Solution-Focused Content for Awareness (Research) Lifecycle Stage • Keyword Selection • Premium Content Offers
  42. 42. Agenda • Drive more highly-targeted traffic to your website • Differentiate by arriving earlier in the sales cycle, so you can protect your pricing power and margins • Convert more of the right decision makers into highly-qualified leads • Accelerate the sales cycle with fewer labor-intensive sales touchpoints
  43. 43. Convert More Decision Makers into Qualified Leads Calls to Action • Action Verbs • Create a CTA • Create a Smart CTA
  44. 44. Convert More Decision Makers into Qualified Leads Forms and Landing Pages • Use Smart Fields to Avoid Asking for the Same Data Twice • Balance Conversion Rate vs. Qualification
  45. 45. Agenda • Drive more highly-targeted traffic to your website • Differentiate by arriving earlier in the sales cycle, so you can protect your pricing power and margins • Convert more of the right decision makers into highly-qualified leads • Accelerate the sales cycle with fewer labor-intensive sales touchpoints
  46. 46. Accelerate the Sales Cycle With Fewer Touchpoints Smart Lists + Workflows • Automate When Lower Lifetime Value • Drip Best Content for Each Persona and Lifecycle Stage
  47. 47. Accelerate the Sales Cycle With Fewer Touchpoints Webinars • Repurpose Blog Posts and White Papers • Use Recordings for Lead Generation • Leverage Integration
  48. 48. Accelerate the Sales Cycle With Fewer Touchpoints Webinars • Repurpose Blog Posts and White Papers • Use Recordings for Lead Generation • Leverage Integration
  49. 49. Accelerate the Sales Cycle With Fewer Touchpoints Signals • Real Time Lead Revisit Notifications • Real Time Email Open and Click Through Notifications
  50. 50. Signals Sales Coach http://www.youtube.com/watch?v=fLyCVOrua2s
  51. 51. Recap of the 10 Inbound Marketing Tools That Generate More High-Quality Leads and Close Sales Faster
  52. 52. 1. Persona Research 2. Keyword Research 3. Strategic Blogging 4. Re-Purposed Blogs 5. Scheduled Social Publishing 6. Solution-Focused Content 7. Calls to Action 8. Forms and Landing Pages 9. Smart Lists + Workflows 10. Webinars 11. Signals
  53. 53. Agenda • Drive more highly-targeted traffic to your website • Differentiate by arriving earlier in the sales cycle, so you can protect your pricing power and margins • Convert more of the right decision makers into highly-qualified leads • Accelerate the sales cycle with fewer labor-intensive sales touchpoints
  54. 54. Q&A Clinic (New) Optional, Complimentary 30 Minute Q&A Clinic Immediately Following Todays’ Meeting: • For HubSpot Customers • For Non-HubSpot Customers Looking to Either Schedule an Inbound Marketing Assessment or Start a HubSpot Trial
  55. 55. Special Thanks • SCORE South Palm Beach for allowing us to meet here –Hal Finkelstein @SCORESoPalmBch • HubSpot for sponsoring @HubSpot –Sarah Papachristos @SarahPapa
  56. 56. For More Info • This slide deck is now live on BocaHUG SlideShare (Please Like and Share!) • Boca Raton HubSpot User Group – Subscribe at BocaHUG.com – Follow @BocaHUG on Twitter – Join the LinkedIn Group for the Boca Raton HubSpot User Group • Joshua Feinberg from SP Home Run – Email joshua at sphomerun dot com – Connect with Joshua Feinberg on LinkedIn – Follow @Joshua_Feinberg on Twitter
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