Delivering Leads &      Building Value           Using    Inbound Marketing@knowmadtech
Wild West of Internet     Marketing
Skills Req’d•   Web development & web       •   Audience analysis    design                                •   Email marke...
Inbound Marketing      Map
Why Inbound?•   Cost-per-lead is typically 61% less than outbound.•   Higher lead quality; SEO leads have 14.6% close    r...
Sales   +Marketing
Aligning Marketing with         Sales
Inbound Marketing Funnel   Top of the Funnel (TOFU):   Something educational and related, but   not directly about your pr...
Solimar Buying Process
Solimar Funnel
Solimar Activities
3 Metrics that     Matter Most• Visitors• Visitor to Lead conversion %• Lead to Customer conversion %
Long-term value   creation• Reusable content library• Segmented contacts• Targeted Messaging• Reusable campaigns• Sales in...
PERSONAS NEEDED
Qualification  • Define a qualified lead  • Content & messaging targeted to personas  • Qualifying by behavior & interest  •...
The Magic of Content • Used to provide “value first”. • Creates visibility by sharing (syndication,   social, etc.) & credi...
Example Top of Funnel  Marketing Process1. Create Content - Blog posts, videos, slides on slideshare,   case studies, pres...
http://selnd.com/13gr6nk
Attract: Building Reach
Engage: Building Contacts
Engage: Building Contacts               • 500% increase in                sales leads               • 10% of gross        ...
Convert: New Customers                • 400%+ increase                  in leads in first 4                  months        ...
Key Take-aways• Personas drive all content development.• Map content to buying process.• Qualify using offers.• Conversion...
What’s your next     step?
Resources   •   www.knowmad.com/resources   •   www.knowmad.com/latest/blog   •   www.hubspot.com   •   http://selnd.com/1...
Upcoming SlideShare
Loading in...5
×

Delivering Leads & Building Long-term Value Using Inbound Marketing

980

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
980
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Delivering Leads & Building Long-term Value Using Inbound Marketing

  1. 1. Delivering Leads & Building Value Using Inbound Marketing@knowmadtech
  2. 2. Wild West of Internet Marketing
  3. 3. Skills Req’d• Web development & web • Audience analysis design • Email marketing• Content planning • Conversion optimization• Sales & business analysis • Search engine• Analytics optimization• Copywriting & blogging • Social media marketing• Blogger outreach • Graphic design • And more...
  4. 4. Inbound Marketing Map
  5. 5. Why Inbound?• Cost-per-lead is typically 61% less than outbound.• Higher lead quality; SEO leads have 14.6% close rate vs. 1.7% for outbound.• 57% of businesses studied have acquired customers via blogging.• 65% of B2B businesses acquired customers via Linkedin; 77% of B2C have acquired customers via Facebook. Source: 2012 State of Inbound Marketing by Hubspot http://bit.ly/SOIM12
  6. 6. Sales +Marketing
  7. 7. Aligning Marketing with Sales
  8. 8. Inbound Marketing Funnel Top of the Funnel (TOFU): Something educational and related, but not directly about your product/service Examples: Whitepaper, Contest, eBook, Give Away Middle of the Funnel (MOFU) : Something that both educates and introduces the product/service Examples: Webinar, Case Study, Product Fact Sheet Bottom of the Funnel: Something that gets a lead on the phone with a sales rep Examples: Demo, Consultation
  9. 9. Solimar Buying Process
  10. 10. Solimar Funnel
  11. 11. Solimar Activities
  12. 12. 3 Metrics that Matter Most• Visitors• Visitor to Lead conversion %• Lead to Customer conversion %
  13. 13. Long-term value creation• Reusable content library• Segmented contacts• Targeted Messaging• Reusable campaigns• Sales intelligence
  14. 14. PERSONAS NEEDED
  15. 15. Qualification • Define a qualified lead • Content & messaging targeted to personas • Qualifying by behavior & interest • Feed information back to sales do hen all ? W I c sho uldWh o I c all? What will we talk about?
  16. 16. The Magic of Content • Used to provide “value first”. • Creates visibility by sharing (syndication, social, etc.) & credibility • Valuable to readers (get contact info & stay in touch) • Used to grade leads by behavior & segmentation
  17. 17. Example Top of Funnel Marketing Process1. Create Content - Blog posts, videos, slides on slideshare, case studies, press releases, et al.2. Tie to appropriate offers (conversion)3. Optimize for search & social (e.g.: infographics)4. Promote (syndication, press releases, guest blogging, social media, email marketing, et al.) O FU T
  18. 18. http://selnd.com/13gr6nk
  19. 19. Attract: Building Reach
  20. 20. Engage: Building Contacts
  21. 21. Engage: Building Contacts • 500% increase in sales leads • 10% of gross revenue created from web leads
  22. 22. Convert: New Customers • 400%+ increase in leads in first 4 months • More than 30 new clients acquired in first 12 months. • 15% of total sales revenue created from online leads
  23. 23. Key Take-aways• Personas drive all content development.• Map content to buying process.• Qualify using offers.• Conversions increase over time, even if traffic levels out.• Sales will love you....eventually.
  24. 24. What’s your next step?
  25. 25. Resources • www.knowmad.com/resources • www.knowmad.com/latest/blog • www.hubspot.com • http://selnd.com/13gr6nk - Jordan’s article on promotion • Leave your business card... @dionakwww.knowmad.com diona@knowmad.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×