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Inboundmarketing yoursecretstosuccess-wednesdayrelations-130903072812-
 

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    Inboundmarketing yoursecretstosuccess-wednesdayrelations-130903072812- Inboundmarketing yoursecretstosuccess-wednesdayrelations-130903072812- Presentation Transcript

    • INBOUND MARKETING: Your Secrets to Success. Kieran Flanagan, Marketing Director (EMEA) @ HubSpot @searchbrat kflanagan@hubspot.com
    • Kieran Flanagan @searchbrat “Highly motivated marketing geek high on data crack.”
    • Our Inbound Marketing Methodology Source - http://www.hubspot.com/products/inbound-marketing/
    • for how your customers buy today
    • Have a Need 65% Europeans
    • Research Options Research Options
    • Trust Networks
    • 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
    • Convert
    • Retain Customers Retain
    • Your consumer has changed, They are in control.
    • Don’t Interrupt
    • Be What’s Consumed
    • Inbound Marketing is the art of creating persona driven marketing across your entire funnel. @Searchbrat
    • How You Can be Successful with Inbound Marketing.
    • 1 BUYER PERSONAS KNOW YOUR BUYER PERSONAS11 Be Relevant
    • of European marketers are focused on reaching the right audience, and converting them into leads. 23% of European marketers are focused on reaching the right audience, and converting them into leads. 23% Resource: http://offers.hubspot.com/2013-state-of-inbound-marketing-europe
    • MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (DIT), MBA (Smurftt) • 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
    • Researching Your Personas: Know What To Ask.1
    • Persona Profile Checklist
    • Researching Your Personas: Know Who To Ask.2
    • Research your customers
    • Listen on Social Media Segment Your Lists
    • Use Lead Intelligence
    • Form fields Woah! Wow! Cool! Good to know! Yes! Awesome! Great!
    • Talk to sales The biggest problem our prospects have is…
    • 3 Create Marketing Assets Create a Content Machine22 Create a Content Machine
    • @TheSalesLion Great content is the best sales tool in the world.
    • “It’s easy for HubSpot to talk about content. They have lot’s of resources.”
    • Close 0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 2006 2007 2008 2009 2010 2011 2012 TRAFFIC TO HUBSPOT.COM We started here
    • Close 0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 2006 2007 2008 2009 2010 2011 2012 TRAFFIC TO HUBSPOT.COM Don’t give up (Persistent & Consistent)
    • Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
    • Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
    • Close Curating Industry News
    • Close Curating Industry News
    • Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
    • Close NewsJacking
    • Close Data Driven Content
    • Close Data Driven Content
    • Close Interactive Tools
    • Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
    • Close
    • Blog & eBooks Tools Photos Videos & Podcasts Presentations RECYLCE IN LOTS OF FORMATS
    • Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
    • Close Think Partnerships
    • THINK LIKE A PUBLISHING COMPANY.
    • Great content teams suck in valuable information Great content teams suck in valuable information
    • ASSETS MEAN YOU OWN YOUR MARKETING Vs 70% of our blog leads are from OLD articles
    • 3 Create Marketing Assets Create a Content Machine23 Context to Personalise your Funnel3 USE CONTEXT TO PERSONALISE
    • PERSONALISE YOUR MARKETING Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Enterprise Erin Owner Ollie
    • ATTRACT QUALIFIED VISITS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
    • CONTEXT TO PERSONALISE DelightI’m a lead I’m a new visitor
    • CONVERTS INTO QUALIFIED LEADS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
    • CONTEXT TO SEGMENT Delight I love this topic Easily send follow up offer to all people who download this content
    • CLOSES ACTUAL SALES Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
    • CONTEXT TO SELL MORE Delight I am ready to be called
    • DELIGHTS YOUR CUSTOMERS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
    • CONTEXT TO DELIGHT CUSTOMERS I’m already a customer
    • 4 MEASURE LIKE a BOSS Act like a Sales team 4 Act like a Sales team 4
    • Align Your Marketing & Sales € Demo € Trial € Contact Sales € IMA
    • Measure daily, Evolve Fast
    • Questions ?