HubSpot - Dublin Tour May 2014

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HubSpot - Dublin Tour May 2014

  1. 1. Persona Driven Inbound Marketing. Mike Ewing, Consulting Team Lead @ HubSpot, Author, Inbound Commerce: How To Sell Better Than Amazon @inboundcommerce
  2. 2. Kieran Flanagan @searchbrat “Highly motivated marketing geek high on data crack.”
  3. 3. Inbound Marketing Intro Understanding Buyer Personas How To Research Buyer Personas 2 3 5 Today’s Agenda 1 Building Your Content Blueprint 6 The Buyers Journey
  4. 4. Our Inbound Marketing Methodology Source - http://www.hubspot.com/products/inbound-marketing/
  5. 5. for how your customers buy today
  6. 6. Have a Need 65% Europeans 88% UK B2B
  7. 7. Research Options Research Options
  8. 8. Trust Networks
  9. 9. They like to educate themselves rather than speak with a sales person 60% of the sales cycle is over – before a buyer talks to your salesperson. Corporate Executive Board: bit.ly/zub217
  10. 10. Convert
  11. 11. Retain Customers Retain
  12. 12. Your consumer has changed, They are in control.
  13. 13. Don’t Interrupt
  14. 14. Be What’s Consumed
  15. 15. Inbound Marketing is the art of creating persona driven marketing across your entire funnel. @Searchbrat “
  16. 16. INBOUND MARKETING = CONTENT + CONTEXT.
  17. 17. BUILD MARKETING ASSETS. Blog & eBooks Tools Photos Videos & Podcasts Presentations
  18. 18. THINK LIKE A MEDIA COMPANY.
  19. 19. IMPACT OF WEBSITE CONTENT ON INBOUND LEADS.
  20. 20. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS.
  21. 21. INBOUND MARKETING = CONTENT + CONTEXT.
  22. 22. CONTEXT IS PERSONAL.
  23. 23. NOT ONE SIZE FITS ALL.
  24. 24. CONTEXT IS PERSONAL, NOT ONE SIZE FITS ALL.
  25. 25. Why?
  26. 26. In 2011 there were over _______ pages on the internet.
  27. 27. But there are only 2.4 billion global internet users.
  28. 28. That means there are 417 web pages for every 1 person.
  29. 29. 100 hours of video are uploaded to YouTube every minute.
  30. 30. 500,000,000 Tweets sent per day.
  31. 31. Every two days we create as much information as we did from the dawn of civilization up until 2003. @ericschmidt “
  32. 32. Information Pollution
  33. 33. Your more likely to survive a plane crash than _______ ?
  34. 34. 1 BUYER PERSONAS KNOW YOUR BUYER PERSONAS1
  35. 35. White Buyer Personas Building Buyer Personas tell us who we are creating content for and why they will buy from us.
  36. 36. What is a Buyer Persona?
  37. 37. Semi- fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. What is a Buyer Persona?
  38. 38. MARKETING MARY •  Professional marketer (VP, Director, Manager) •  Mid-sized company (25-200 employees) •  Small marketing team (1-5 people) •  BComm (BU), MBA (Babson) •  42, Married, 2 Kids (10 and 6) Goals: •  Support sales with collateral and leads •  Manage company communications •  Build awareness Challenges: •  Too much to do •  Not sure how to get there •  Marketing tool and channel mess Loves HubSpot because: •  Easy to use tools that make her life easier •  Learn inbound marketing best practices •  Easier reporting to sales and CEO
  39. 39. Fictional characters that represent your DREAM customers Buyer Personas ARE
  40. 40. Buyer Personas are NOT… Specific real people
  41. 41. Buyer Personas are NOT… Influenced by changes in technology
  42. 42. Buyer Personas are NOT… Target markets
  43. 43. Buyer Personas are NOT… Professional roles
  44. 44. Buyer Personas ARE… Common behavior patterns
  45. 45. Buyer Personas ARE … Shared pain points
  46. 46. Buyer Personas ARE … Universal goals, wishes, dreams
  47. 47. Buyer Personas ARE … General demographic and biographic information
  48. 48. Buyer Personas ARE … Not just fluff!
  49. 49. 2 HOW TO RESEARCH BUYER PERSONAS HOW TO CREATE BUYER PERSONAS2
  50. 50. Persona Profile Checklist Persona Detail Questions to Ask Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you? Company What industry or industries does your company work? What is the size of your company (revenue, employees)? Goals What are you responsible for? What does it mean to be successful in your role? Challenges What are your biggest challenges? Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong? Personal Background Age, Family (married, children), Education Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
  51. 51. Persona Profile Checklist Persona Detail Questions to Ask Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you? Company What industry or industries does your company work? What is the size of your company (revenue, employees)? Goals What are you responsible for? What does it mean to be successful in your role? Challenges What are your biggest challenges? Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong? Personal Background Age, Family (married, children), Education Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
  52. 52. Persona Profile Checklist Persona Detail Questions to Ask Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you? Company What industry or industries does your company work? What is the size of your company (revenue, employees)? Goals What are you responsible for? What does it mean to be successful in your role? Challenges What are your biggest challenges? Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong? Personal Background Age, Family (married, children), Education Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
  53. 53. Persona Profile Checklist Persona Detail Questions to Ask Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you? Company What industry or industries does your company work? What is the size of your company (revenue, employees)? Goals What are you responsible for? What does it mean to be successful in your role? Challenges What are your biggest challenges? Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong? Personal Background Age, Family (married, children), Education Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
  54. 54. Persona Profile Checklist Persona Detail Questions to Ask Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you? Company What industry or industries does your company work? What is the size of your company (revenue, employees)? Goals What are you responsible for? What does it mean to be successful in your role? Challenges What are your biggest challenges? Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong? Personal Background Age, Family (married, children), Education Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
  55. 55. Persona Profile Checklist Persona Detail Questions to Ask Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you? Company What industry or industries does your company work? What is the size of your company (revenue, employees)? Goals What are you responsible for? What does it mean to be successful in your role? Challenges What are your biggest challenges? Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong? Personal Background Age, Family (married, children), Education Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
  56. 56. Persona Profile Checklist Persona Detail Questions to Ask Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you? Company What industry or industries does your company work? What is the size of your company (revenue, employees)? Goals What are you responsible for? What does it mean to be successful in your role? Challenges What are your biggest challenges? Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong? Personal Background Age, Family (married, children), Education Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
  57. 57. Persona Profile Checklist Persona Detail Questions to Ask Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you? Company What industry or industries does your company work? What is the size of your company (revenue, employees)? Goals What are you responsible for? What does it mean to be successful in your role? Challenges What are your biggest challenges? Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong? Personal Background Age, Family (married, children), Education Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
  58. 58. Brainstorm 7 to 10 people Interview Prospects & Customers Write Personas (500 – 700) Find a Photo Test Simple Buyer Persona Creation Process
  59. 59. 1 2 3 4 5 Researching your Personas Interview current customers Research your customers Use HubSpot lead intelligence Use data from form fields Talk to Sales
  60. 60. Interview current customers
  61. 61. 1 2 3 4 How to interview your current customers Best option is to set up in-person meetings Set up focus group-based interviews Use GoToMeeting, Join.Me, or other web- based conferencing tool Telephone interviews
  62. 62. Research your Customers/ Prospects
  63. 63. Can use SurveyMonkey Audience to create a survey way you pay per response.
  64. 64. Survio allows you easily insert surveys into your website or promote them to your audience.
  65. 65. Google has ready made affinity segments now available in Google Analytics.
  66. 66. Can use twtrland.com to look for particular groups of users and look for common data.
  67. 67. Can use Facebook graph search to look for “Marketing Directors” who like HubSpot.
  68. 68. Lead Intelligence
  69. 69. Form fields Woah! Wow! Cool! Good to know! Yes! Awesome! Great!
  70. 70. Talk to sales The biggest problem our prospects have is…
  71. 71. 1 2 3 4 5 Sample questions to ask Sales about Buyer Personas: What are prospects’ or customers’ biggest objections? What are the common goals people have or problems they’re trying to solve? Do you find it’s more effective to contact them by phone, email, etc.. Have you noticed if a particular demographic makes better customers Anything else!
  72. 72. 4 Building Your Content Machine 4 Creating Your Content Blueprint
  73. 73. “Great content is the best sales tool in the world. @TheSalesLion
  74. 74. 1 Getting Buy In
  75. 75. All great Content Marketing plans start with getting people bought into your vision
  76. 76. All great Content Marketing plans start with getting people bought into your vision. You need a really great pitch.
  77. 77. 1. Give an overview of your key challenges. Use just the right amount of data. Don’t over complicate things.
  78. 78. 2. Show how solving those key challenges will have a real impact on business metrics. Cost and Revenue.
  79. 79. 2. Show how solving these key challenges will have a real impact on business metrics. Cost and Revenue.Know the metrics your boss really cares about http://bit.ly/1k3cqDC
  80. 80. 3. Give high level details on the strategy that will solve all key challenges. Remember your audience.
  81. 81. 4. Create a sense of urgency if possible. Competitor envy can be a strong motivator.
  82. 82. 5. Know the trends in the market. Include key stats in your presentation to back up your points. “B2B companies with blogs generate 67% more leads per month on average than non-blogging firms” - source ( http://bit.ly/1h79fpQ) "Inbound marketing delivers 54% more leads in the 2013 marketing funnel than outbound sources"  - source ( http://bit.ly/1h7bcT0) "The average amount of marketing budget spent on B2B content marketing is 33%, up from 26% in 2011" - source ( http://bit.ly/1bIc6Wv)
  83. 83. 1 Getting Buy In 2 Planning
  84. 84. MARKETING MARY •  Professional marketer (VP, Director, Manager) •  Mid-sized company (25-200 employees) •  Small marketing team (1-5 people) •  BComm (BU), MBA (Babson) •  42, Married, 2 Kids (10 and 6) Goals: •  Support sales with collateral and leads •  Manage company communications •  Build awareness Challenges: •  Too much to do •  Not sure how to get there •  Marketing tool and channel mess Loves HubSpot because: •  Easy to use tools that make her life easier •  Learn inbound marketing best practices •  Easier reporting to sales and CEO
  85. 85. Make use of tools to help you brainstorm what content is right for your buyer personas. •  Google Keyword Planner •  Google Analytics •  Google Suggest •  UberSuggest •  HubSpot Keyword Tool •  Google Trends •  Bottlenose •  SocialCrawlytics •  SEOGadget’s Content Ideas Generator •  Quora •  HubSpot Social Inbox
  86. 86. Keyword Tool being phased out, replaced by Keyword Planner Keyword Planner
  87. 87. Keyword Planner
  88. 88. UberSuggest
  89. 89. LSI Keywords
  90. 90. Google Trends
  91. 91. Bottlenose
  92. 92. SEOGadget Content Idea Generator
  93. 93. Google Consumer Survey
  94. 94. SocialCrawlyti cs
  95. 95. 50eur Internal Ideas
  96. 96. Content Swipe File
  97. 97. http://offers.hubspot.com/the-little-book-of-remarkable-ideas
  98. 98. Map those content ideas across your funnel to make sure you have the right content for each stage. Awareness Evaluation Purchase What content ideas are a good fit for your buyer personas in the awareness stage? What content ideas are a good fit for your buyer personas in the evaluation stage?
  99. 99. PERSONALISE YOUR MARKETING Strangers Visitors Leads Customers Promoters Enterprise Erin Owner Ollie
  100. 100. ATTRACT QUALIFIED VISITS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  101. 101. CONTEXT TO PERSONALISE I’m a new visitor I’m a lead
  102. 102. CONVERTS INTO QUALIFIED LEADS Strangers Visitors Leads Customers Promoters Attract Convert Close Delight
  103. 103. CONTEXT TO SEGMENT I love this topic Easily send follow up offer to all people who download this content
  104. 104. CLOSES ACTUAL SALES Strangers Visitors Leads Customers Promoters
  105. 105. CONTEXT TO SELL MORE I am ready to be called
  106. 106. 3 Publishing
  107. 107. CREATE ASSETS IN LOT’S OF DIFFERENT FORMATS. Blog & eBooks Tools Photos Videos & Podcasts Presentations
  108. 108. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  109. 109. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  110. 110.  Curating Content
  111. 111. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  112. 112. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  113. 113. Teach people how to do something Trend for “how to”
  114. 114. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  115. 115. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  116. 116. Sponsored Content – This is going to add a whole lot more to the information pollution.
  117. 117. OTHER PLACES TO GET CONTENT
  118. 118. Answer People’s FAQ     FAQ
  119. 119.   Community
  120. 120. Share data you’ve discovered  Data
  121. 121.  Evergreen Content
  122. 122. EXAMPLE 1
  123. 123. EXAMPLE 2
  124. 124.  Be funny
  125. 125.    Presentations into Slideshares
  126. 126. Getting way more reach out of the work you are doing !!
  127. 127. Close    Recycle
  128. 128. 4   Promo-on  
  129. 129. THE POSSIBLE EYEBALLS YOU CAN GENERATE. Content Distribution Channels Available Audience Engagement (CTR) Engaged Audience Blog   10,000   6%   3000   Email   10,000   3%   300   Facebook   8000   2.5%   200   TwiDer   1000   0.5%   5  
  130. 130. PROMOTE TO YOUR LIST
  131. 131. PROMOTE THROUGH YOUR SOCIAL CHANNELS.
  132. 132. THANK YOU.

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