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Kirsten Knipp HubSpot b2beu workshop dec2010.v2
 

Kirsten Knipp HubSpot b2beu workshop dec2010.v2

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Kirsten Knipp, HubSpot, workshop at the Next Generation Marketing conference in Berlin

Kirsten Knipp, HubSpot, workshop at the Next Generation Marketing conference in Berlin

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  • More money than brains vs. more brains than money …. ???

Kirsten Knipp HubSpot b2beu workshop dec2010.v2 Kirsten Knipp HubSpot b2beu workshop dec2010.v2 Presentation Transcript

  • Inbound Marketing Workshop
    Kirsten Knipp
    Defining Content Strategy & Converting Calls to Action
  • Get Found
    Analyze
    Convert
  • Get Ready to Work Your Brain
  • Inbound Experiment
    Develop Content Strategy
    Create Landing Pages
    Discuss & Analyze
    4
  • Volunteers Needed …Prizes Awarded
    Asking for volunteers in a few minutes …
    You get:
    • Peer consulting
    • Great new offers
    • Inbound Book!
  • 6
    Inbound Experiment
  • Content Strategy to Draw People Down the Funnel
    7
    SUSPECT: Just Browsing, Attract Me
    PROSPECT: Learning More
    LEAD: Interested
    Nurture & Engage
    Different depth & value of content at each stage
    Different willingness to share personal data at each stage
  • Content for Suspects
    Just Browsing, Attract Me …
    Draw them in with optimized & FREE content
    Blog Posts
    Short Videos
    Fun Testimonials
    Any Short Form Content
    Other
    8
  • Content for Prospects
    I’m Learning More, Help me Research?
    Give mid-weight content, for the price of ‘staying in touch’
    Get an email address …
    Tips
    Checklists
    Curated list of ‘best blogs’
    Low touch tools (graders)
    Contests
    Other
    9
  • Content for Leads
    Interested, Help Solve my Problem …
    Remarkable content or offers, in return for details (full form)
    eBooks & White Papers
    Webinars
    30-Minute assessments
    Free Trials
    Demo Request / RFP
    Other
    10
  • Inbound Experiment | What are we doing?
    11
  • Volunteers Needed …Prizes Awarded
    Volunteer, with laptop/wifi, to:
    • Describe your company & target prospects
    • Team brainstorm 3 different Content Offers
    • Team builds landing pages with HubSpot Free Trial
    • Discuss how you’d test
    • Share findings
  • Inbound Experiment Instructions
    Instruction worksheets coming around
    Break into groups of 5 – 6 people
    1 Volunteer Presenter per group
    1 Scribe with Laptop with wifi per group
    Share company info, product, target market
    Brainstorm, discuss& debate content for:
    Suspects
    Prospects
    Leads
    Questions to ask:
    Do you believe any content should be free? Why or why not?
    How can you convince others to give content for free?
    What offers would be optimal for prospects along your funnel?
    How do you know if it is ‘good enough’ to collect a lead?
  • Inbound Experiment Instructions continued
    Start one free trial (instructions on sheet)
    Build Landing Page for:
    Prospect Oriented Content Offer
    Lead Oriented Content Offer
    Get team mate or Kirsten to complete forms
    Report Out on Offers & Landing Pages
    Kirsten to gather Portal IDs to display on screen
    What did you learn?
    How did you think about types of content offers
    Share your examples
    What did people agree / disagree on in terms of free content
  • 15
    Questions Before We Begin?
  • Form Groups & Volunteer or Pick Someone
    Form Groups & Find or Pick a Volunteer
  • Reminder: What Gets Shared?
    Rarely
    Shared
    Frequently
    Shared
    • Product info
    • Free trials
    • Software documentation
    • New data
    • Funny videos
    • Top-notch blog posts