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Inboundmarketing yoursecretstosuccess-wednesdayrelations-130903072812-

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  • 1. INBOUND MARKETING: Your Secrets to Success. Kieran Flanagan, Marketing Director (EMEA) @ HubSpot @searchbrat kflanagan@hubspot.com
  • 2. Kieran Flanagan @searchbrat “Highly motivated marketing geek high on data crack.”
  • 3. Our Inbound Marketing Methodology Source - http://www.hubspot.com/products/inbound-marketing/
  • 4. for how your customers buy today
  • 5. Have a Need 65% Europeans
  • 6. Research Options Research Options
  • 7. Trust Networks
  • 8. 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
  • 9. Convert
  • 10. Retain Customers Retain
  • 11. Your consumer has changed, They are in control.
  • 12. Don’t Interrupt
  • 13. Be What’s Consumed
  • 14. Inbound Marketing is the art of creating persona driven marketing across your entire funnel. @Searchbrat
  • 15. How You Can be Successful with Inbound Marketing.
  • 16. 1 BUYER PERSONAS KNOW YOUR BUYER PERSONAS11 Be Relevant
  • 17. 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
  • 18. 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
  • 19. Researching Your Personas: Know What To Ask.1
  • 20. Persona Profile Checklist
  • 21. Researching Your Personas: Know Who To Ask.2
  • 22. Research your customers
  • 23. Listen on Social Media Segment Your Lists
  • 24. Use Lead Intelligence
  • 25. Form fields Woah! Wow! Cool! Good to know! Yes! Awesome! Great!
  • 26. Talk to sales The biggest problem our prospects have is…
  • 27. 3 Create Marketing Assets Create a Content Machine22 Create a Content Machine
  • 28. @TheSalesLion Great content is the best sales tool in the world.
  • 29. “It’s easy for HubSpot to talk about content. They have lot’s of resources.”
  • 30. Close 0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 2006 2007 2008 2009 2010 2011 2012 TRAFFIC TO HUBSPOT.COM We started here
  • 31. 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)
  • 32. Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
  • 33. Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
  • 34. Close Curating Industry News
  • 35. Close Curating Industry News
  • 36. Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
  • 37. Close NewsJacking
  • 38. Close Data Driven Content
  • 39. Close Data Driven Content
  • 40. Close Interactive Tools
  • 41. Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
  • 42. Close
  • 43. Blog & eBooks Tools Photos Videos & Podcasts Presentations RECYLCE IN LOTS OF FORMATS
  • 44. Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
  • 45. Close Think Partnerships
  • 46. THINK LIKE A PUBLISHING COMPANY.
  • 47. Great content teams suck in valuable information Great content teams suck in valuable information
  • 48. ASSETS MEAN YOU OWN YOUR MARKETING Vs 70% of our blog leads are from OLD articles
  • 49. 3 Create Marketing Assets Create a Content Machine23 Context to Personalise your Funnel3 USE CONTEXT TO PERSONALISE
  • 50. PERSONALISE YOUR MARKETING Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Enterprise Erin Owner Ollie
  • 51. ATTRACT QUALIFIED VISITS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  • 52. CONTEXT TO PERSONALISE DelightI’m a lead I’m a new visitor
  • 53. CONVERTS INTO QUALIFIED LEADS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  • 54. CONTEXT TO SEGMENT Delight I love this topic Easily send follow up offer to all people who download this content
  • 55. CLOSES ACTUAL SALES Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  • 56. CONTEXT TO SELL MORE Delight I am ready to be called
  • 57. DELIGHTS YOUR CUSTOMERS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  • 58. CONTEXT TO DELIGHT CUSTOMERS I’m already a customer
  • 59. 4 MEASURE LIKE a BOSS Act like a Sales team 4 Act like a Sales team 4
  • 60. Align Your Marketing & Sales € Demo € Trial € Contact Sales € IMA
  • 61. Measure daily, Evolve Fast
  • 62. Questions ?

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