0
INBOUND
MARKETING:
Your Secrets to
Success.
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot
@searchbrat kflanagan@hub...
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 talk...
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 marketer...
MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing te...
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.C...
Close
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
2006 2007 2008 2009 2010 2011 2012
TRAFFIC TO HUBSPOT.C...
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
PERSONALIS
PERSONALISE YOUR MARKETING
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Enterprise Erin Owne...
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 ?
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  • This presentation is all about how you can be successful with inbound marketing, either for your own business or your clients business. What do our most successful HubSpot customers get right when implementing their own inbound marketing ? What are important things for you to consider when deciding upon your own inbound marketing strategy ?
  • The last super power is being able to use data to measure what you are doing more effectively and also to help make strategic decisions. As we’ve already discussed, the most common issue that comes up with marketing is being able to measure it’s ROI effectively. As an inbound marketer, you not only want to be able to report on the performance of your strategy across the funnel, but also to use the right data to help you make decisions on what is working and what’s not.
  • Transcript of "Inboundmarketing yoursecretstosuccess-wednesdayrelations-130903072812-"

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