Creating Content for The Middle Of The Funnel For Lead Nurturing Campaigns
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Creating Content for The Middle Of The Funnel For Lead Nurturing Campaigns

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Going beyond the top of the funnel basic content offers, this session will highlight how to progress buyers to richer, more engaging interactions, such as a product demo or trial, to ultimately ...

Going beyond the top of the funnel basic content offers, this session will highlight how to progress buyers to richer, more engaging interactions, such as a product demo or trial, to ultimately convert. The session also will highlight the types of content that work for middle of the funnel nurturing campaigns that help move prospects closer to buyers.

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Creating Content for The Middle Of The Funnel For Lead Nurturing Campaigns Creating Content for The Middle Of The Funnel For Lead Nurturing Campaigns Presentation Transcript

  • Creating Content for the Middle of the Funnel
  • I’m Jeanne Hopkins.Nice to meet you. @jeannehopkins VP, Marketing @HubSpot
  • 1 The Inbound Marketing Philosophy2 Telling HubSpot’s Marketing Story3 White Bread vs. Wheat Bread Leads4 Measuring Your Marketing5 Questions Agenda
  • InboundMarketingPhilosophy
  • For decades, marketing focusedon pushing messages out.
  • 86%skip TV ads44%of direct mail is never opened 91% unsubscribe200mSay DO NOT CALL 7
  • Be moreinbound to drawpeople in at allstages of thesales andmarketingprocess. “Here’s some exceptional content, useful data &/or awesome service. Enjoy.”
  • Renting anAudience…
  • ...vs Building Assets
  • HowInboundMarketingWORKS.
  • 1 Get Found73%of B2B executives usesearch engines to findgoods & services fortheir business.
  • 2 Convert
  • 3 Analyze
  • 1 Get Found ( INBOUND ) MARKETING 2 Convert 3 Analyze
  • HubSpotMarketingStory
  • Get Found73%of B2B executives usesearch engines to findgoods & services fortheir business.
  • 10 Beta Customers 2 Leads Per DayCirca 2007 5 Employees $x Small seed investment by Founder 18
  • Customers 5961 3855 1150 317 48 3 2006 2007 2008 2009 2010 2011
  • Convert
  • Leads
  • 22
  • White Bread Leads
  • 24
  • Wheat Bread Leads
  • Analyze
  • Wheat Bread Lead Value VSB Marketer Enterprise Experiments VAR Demo $22.18 $138.86 $166.06 $29.44 $22.33Contact Sales $21.72 $80.92 $111.16 $39.99 $27.21 IMA $3.97 $56.09 $67.25 $5.71 $9.75 Free Trial $3.50 $31.27 $21.96 $3.08 $6.50White Bread $0.42 $6.44 $2.74 $0.44 $0.61
  • Wheat Bread Leads
  • Wheat Bread Leads
  • Wheat Bread Leads
  • Assessment Offer
  • Free Trial Offer
  • Assessment Offer
  • Assessment Offer
  • Demo Offer
  • 10+ Behavior-Based Lead Nurturing Series
  • Lead Nurturing Emails
  • Convert•  5-7% overall conversion rate•  1,200 landing pages with 45% conversion rate•  Hundreds of social media messages / month•  50-90 segmented and targeted emails / month•  10+ behavior-based lead nurturing series•  Intelligence about lead behavior drives alerts for sales team•  10,000 MQLs given to sales each month
  • 3 Analyze
  • Data is your friend.
  • 1,200 Landing Pages 45% conversion rate
  • 50-90 Targeted eMails/Month
  • Measure each stageof your sales& marketingprocess. VISITS PROSPECTS LEADS WO. LEADS OPPS CUST
  • Drill into each source to diagnose. Visitors Leads Sales SEO Social Media
  • Set targets for each key metric.
  • Measure progress DAILY. 100% 80% % Progress to Goal 60% Actual Goal 40% 20% 0% 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 Business Days Left in Month
  • 1 What does Your Wheat Bread Look Like?2 How Much are Those Leads Worth?3 Develop Calls-to-Action4 Use All Available Real Estate5 Measure and Report Summary
  • What isHubSpot?
  • + +You can domarketingthis way. + + + SEO Consultants
  • Or youAll-in-One can doMarketing Software marketing this way. 51
  • Search Engine Optimization Blogging & Social Media Lead Generation LeadAll-in-One Management Marketing Software Email & Automation Marketing Analytics 52
  • 3 days 2000 7 50+ 6 breakout inspiring 15 small 0 reasons inbound learning sessions keynotes group not to marketing tracks workshops GO! professionals Get
  •   25%
  •   off
  •   
  •   
  •    the
  •   Early
  •   Bird
  •    Price!
  •    
  •    COUPON
  •   CODE:
  •   
  •    ImGoing12
  •    REGISTER TODAY! http://inbound2012.eventbrite.com/www.InboundConference.com
  • All-in-One Free & InstantMarketing Software Assessment of Your Marketing: http://Marketing.Grader.com Jeanne Hopkins Twitter.com/jeannehopkins Linkedin.com/in/jeannehopkins jhopkins@HubSpot.com www.HubSpot.com 54