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
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
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?
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
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
Engage: Building Contacts • 500% increase in sales leads • 10% of gross revenue created from web leads
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
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.