Inbound Marketers
Depend onWits
NotWallets
Kieran Flanagan, Marketing Director
(EMEA) @HubSpot
@searchbrat kflanagan@hubsp...
Kieran Flanagan
@searchbrat
Highly motivated marketing geek
high on data crack.
Havingmoney
isgreat...
...butnotallofus
useitwisely.
Peoplespendmoney
onstupidshit!
This Diamond encrusted blackberry will
set you back £15,000.
Or how about a diamond encrusted mouse for
£20,000?
Who doesn’t need expensive Guinea pig
armor for £14,000?
Butwhataboutallthe
stupidshitmarketers
spendmoneyon?
The world’s most expensive billboard ad space
is valued at $1.3 Billion.
Booth babes are used to turn desperate
men into leads.
A sponsored tweet like this can be yours
for £6,000.
Inbound Marketers think
Differently.
It’s not about ...
Inbound vs. Outbound.
It’s about being smart with
the resources you have ...
+ + =
... and creating value
for your audience.
Wits will get you far.
Marketing Grader has generated over
4 million visits and 500,000 prospects.
Hotmail’s“PS I Love you”signature helped
them to grow to over 12 million email a/cs
Uber provided free rides to influencers at
tech conferences knowing they would share
their experience on social.
“It’s easier to focus on a strength than a
weakness.”– Elliot Shmukler
“It’s easier to focus on a strength than a
weakness.”– Elliot Shmukler
LinkedIn focused on their biggest
opportunities to ...
Marketers with wits are
focused on the right goals
at the right time.
Company Goal WhatThey Did
HubSpot Increase prospects Create a valuable tool
Hotmail Increase accounts Intriguing line at e...
They experiment to
maximize scale.
They use data to spot
opportunities to do
things better.
Right Goals,
Right Goals, Experiments,
Right Goals, Experiments,
Data Driven
= Great Inbound Marketer
#1Why Goals Matter
Goals are easy, right?
but a lot of us make
too many goals.
Or don’t know how
to make the right goals.
Or struggle to pick
the right goals to work on.
10 5 15
100
We lose sight of our path
to success.
Goals should be
easy for marketers.
The marketing funnel is simple
Get Visitors
Contact
Customers
Retain
Users
Visit to Contact %
Contact to Customer %
Churn ...
The metrics tell us what to work on.
Get Visitors
Contact
Customers
Retain
Users
Generate 200 weekly visits
Contact to Cus...
The metrics tell us what to work on.
Get Visitors
Contact
Customers
Retain
Users
Generate 200 weekly visits
Contact to Cus...
Looking at the metrics across your funnel
will help you focus on the right goals.
a.Visits per channel
b. Leads per channe...
Chunk down your goals until you can check stuff off
Increase visits
Increase User
Generated Content
Community with monthly...
Monthly traffic light system to keep team focused
Community with monthly prizes for top posters.
Email partners on why the...
Sprint format makes sure the team knows
what to prioritize.
#2 Experiment for
Inbound Success
Thomas Edison –“I have not failed 1,000
times. I have successfully discovered 1,000
ways to not make a light bulb”.
Your competitive advantage is
being different ...
... not the same.
Part 1
Grow your audience
Content
Type
ShortTerm
Traffic
LongTerm
Traffic
Audience
Quality
Virality
Curated X X X
Thought
Leadership
X X
How-to Post...
Experiment with content frequency. More is
not always best.
SERPIQ study says the average content length
for a web page that ranks in top 10 is 2,000
words.
What content is going to help
me grow my audience?
Socialcrawlytics can identify your competitors’
best content and their top authors.
Competition for eyeballs is
getting harder.
27,000,000 pieces of
content are shared each day
72% of UK B2B Marketers
will be producing much more
content next year than they
did this year.
@CMIContent
“
Eat24 create amazingly good content that’s
not always directly related to food.
Creativityhelps.
So does posting“valuable”
content on other sites.
Buffer wrote 60 guest posts that helped
grow their customer based to 100,000.
Part 2
Get more shares.
Upworthy writes 25 headlines. Pick two. A/B
test and pick the winner.
Upworthy writes 25 headlines. Pick two. A/B
test and pick the winner.
Check out their deck:
http://slidesha.re/1nqHwGd
Cute Feature Images
Increases Shares
Featured image showing actual tool
improved shares for launch posts.
Give users plenty of options to
share your content
Give the right options to the
right person
Adding those personal touches
really helps
Results in emails we send being
a huge driver of both traffic and
*new leads*
Part 3
Get more downloads.
People feel safe in numbers when deciding
to do something.
This is our normal CTA aligned
with the subject of the blog post.
We simply added a tweet from
someone who recommended
this ebook.
Result: 27% ClickThrough
Rate Increase
Cool, let’s try adding more.
Another one of our CTA’s
We added a bunch of tweets from
people who enjoyed the offer.
Result: 23% ClickThrough
Rate Increase
What about a lead that
showed“buying intent”?
This is a landing page for people
looking for demos.
We simply added tweets from
people who were happy with the
product.
Result: 5% Boost to
Conversion Rate
Ok, that worked - what
about email?
This is one of our emails offering
you an inbound marketing
assessment.
We just added tweets of people
saying great things about
HubSpot.
Result: 7% Boost in
Click-Through Rate
Part 4
Nurture Beyond Email.
How most marketers think
about email nurturing ...
Ihopemynext
leadnurtureemail
comestoday.
The reality is a lot different.
The people you are nurturing
are somewhere in here.
We split test our lead nurture workflows.
Workflow 1 (Email Only)
EMAIL 1 EMAIL 2 EMAIL 3
Workflow 2 (Email & Retargeting)
EMAIL 1 EMAIL 2 EMAIL 3
Workflow 2 (Email & Retargeting)
EMAIL 1 EMAIL 2 EMAIL 3
Significant increase in the number
of opportunities created.
#3 Know your Metrics
Just look through the deck.
There are a lot of metrics in
it, right?
That’s because ...
Right Goals,
Right Goals, Experiments,
Right Goals, Experiments,
Data Driven
= Great Inbound Marketer
ThankYou.
@searchbrat
kflanagan@hubspot.com
Inbound Marketers Depend on their Wits not Wallets
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Inbound Marketers Depend on their Wits not Wallets

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Inbound marketers are different from your typical marketer. They don't just rely on having the biggest budget to beat their competitors. They're able to set the right goals at the right time. They experiment to find creative solutions to hit those goals and they are very data driven.

Published in: Marketing, Technology

Inbound Marketers Depend on their Wits not Wallets

  1. 1. Inbound Marketers Depend onWits NotWallets 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. Havingmoney isgreat...
  4. 4. ...butnotallofus useitwisely.
  5. 5. Peoplespendmoney onstupidshit!
  6. 6. This Diamond encrusted blackberry will set you back £15,000.
  7. 7. Or how about a diamond encrusted mouse for £20,000?
  8. 8. Who doesn’t need expensive Guinea pig armor for £14,000?
  9. 9. Butwhataboutallthe stupidshitmarketers spendmoneyon?
  10. 10. The world’s most expensive billboard ad space is valued at $1.3 Billion.
  11. 11. Booth babes are used to turn desperate men into leads.
  12. 12. A sponsored tweet like this can be yours for £6,000.
  13. 13. Inbound Marketers think Differently.
  14. 14. It’s not about ...
  15. 15. Inbound vs. Outbound.
  16. 16. It’s about being smart with the resources you have ... + + =
  17. 17. ... and creating value for your audience.
  18. 18. Wits will get you far.
  19. 19. Marketing Grader has generated over 4 million visits and 500,000 prospects.
  20. 20. Hotmail’s“PS I Love you”signature helped them to grow to over 12 million email a/cs
  21. 21. Uber provided free rides to influencers at tech conferences knowing they would share their experience on social.
  22. 22. “It’s easier to focus on a strength than a weakness.”– Elliot Shmukler
  23. 23. “It’s easier to focus on a strength than a weakness.”– Elliot Shmukler LinkedIn focused on their biggest opportunities to help them scale. Homepage views: 40% 50,000 -> 50% 63,000 (+13,000) took 4 months vs. Email Invitations: 4% 25,000 -> 7% 44,000 (+19,000) took 2 years
  24. 24. Marketers with wits are focused on the right goals at the right time.
  25. 25. Company Goal WhatThey Did HubSpot Increase prospects Create a valuable tool Hotmail Increase accounts Intriguing line at end of each email sent Uber Social awareness Free rides to tech crowd Linkedin Free signups Improve performance of home page
  26. 26. They experiment to maximize scale.
  27. 27. They use data to spot opportunities to do things better.
  28. 28. Right Goals,
  29. 29. Right Goals, Experiments,
  30. 30. Right Goals, Experiments, Data Driven
  31. 31. = Great Inbound Marketer
  32. 32. #1Why Goals Matter
  33. 33. Goals are easy, right?
  34. 34. but a lot of us make too many goals.
  35. 35. Or don’t know how to make the right goals.
  36. 36. Or struggle to pick the right goals to work on. 10 5 15 100
  37. 37. We lose sight of our path to success.
  38. 38. Goals should be easy for marketers.
  39. 39. The marketing funnel is simple Get Visitors Contact Customers Retain Users Visit to Contact % Contact to Customer % Churn Rate
  40. 40. The metrics tell us what to work on. Get Visitors Contact Customers Retain Users Generate 200 weekly visits Contact to Customer % Contact to Customer Rate 50%
  41. 41. The metrics tell us what to work on. Get Visitors Contact Customers Retain Users Generate 200 weekly visits Contact to Customer % Contact to Customer Rate 50% Oursshouldbevisits
  42. 42. Looking at the metrics across your funnel will help you focus on the right goals. a.Visits per channel b. Leads per channel c.Visit-to-lead ratio per channel d. Lead-to-customer ratio per channel
  43. 43. Chunk down your goals until you can check stuff off Increase visits Increase User Generated Content Community with monthly prizes for top posters Email partners on why they should create content for us Create author pages to profile contributors
  44. 44. Monthly traffic light system to keep team focused Community with monthly prizes for top posters. Email partners on why they should create content. Create author pages to profile contributors.
  45. 45. Sprint format makes sure the team knows what to prioritize.
  46. 46. #2 Experiment for Inbound Success
  47. 47. Thomas Edison –“I have not failed 1,000 times. I have successfully discovered 1,000 ways to not make a light bulb”.
  48. 48. Your competitive advantage is being different ...
  49. 49. ... not the same.
  50. 50. Part 1 Grow your audience
  51. 51. Content Type ShortTerm Traffic LongTerm Traffic Audience Quality Virality Curated X X X Thought Leadership X X How-to Posts X X NewsJacking X X Lists X X X Experiment with content types and know how to measure each one.
  52. 52. Experiment with content frequency. More is not always best.
  53. 53. SERPIQ study says the average content length for a web page that ranks in top 10 is 2,000 words.
  54. 54. What content is going to help me grow my audience?
  55. 55. Socialcrawlytics can identify your competitors’ best content and their top authors.
  56. 56. Competition for eyeballs is getting harder.
  57. 57. 27,000,000 pieces of content are shared each day
  58. 58. 72% of UK B2B Marketers will be producing much more content next year than they did this year. @CMIContent “
  59. 59. Eat24 create amazingly good content that’s not always directly related to food. Creativityhelps.
  60. 60. So does posting“valuable” content on other sites.
  61. 61. Buffer wrote 60 guest posts that helped grow their customer based to 100,000.
  62. 62. Part 2 Get more shares.
  63. 63. Upworthy writes 25 headlines. Pick two. A/B test and pick the winner.
  64. 64. Upworthy writes 25 headlines. Pick two. A/B test and pick the winner. Check out their deck: http://slidesha.re/1nqHwGd
  65. 65. Cute Feature Images Increases Shares
  66. 66. Featured image showing actual tool improved shares for launch posts.
  67. 67. Give users plenty of options to share your content
  68. 68. Give the right options to the right person
  69. 69. Adding those personal touches really helps
  70. 70. Results in emails we send being a huge driver of both traffic and *new leads*
  71. 71. Part 3 Get more downloads.
  72. 72. People feel safe in numbers when deciding to do something.
  73. 73. This is our normal CTA aligned with the subject of the blog post.
  74. 74. We simply added a tweet from someone who recommended this ebook.
  75. 75. Result: 27% ClickThrough Rate Increase
  76. 76. Cool, let’s try adding more.
  77. 77. Another one of our CTA’s
  78. 78. We added a bunch of tweets from people who enjoyed the offer.
  79. 79. Result: 23% ClickThrough Rate Increase
  80. 80. What about a lead that showed“buying intent”?
  81. 81. This is a landing page for people looking for demos.
  82. 82. We simply added tweets from people who were happy with the product.
  83. 83. Result: 5% Boost to Conversion Rate
  84. 84. Ok, that worked - what about email?
  85. 85. This is one of our emails offering you an inbound marketing assessment.
  86. 86. We just added tweets of people saying great things about HubSpot.
  87. 87. Result: 7% Boost in Click-Through Rate
  88. 88. Part 4 Nurture Beyond Email.
  89. 89. How most marketers think about email nurturing ...
  90. 90. Ihopemynext leadnurtureemail comestoday.
  91. 91. The reality is a lot different.
  92. 92. The people you are nurturing are somewhere in here.
  93. 93. We split test our lead nurture workflows.
  94. 94. Workflow 1 (Email Only) EMAIL 1 EMAIL 2 EMAIL 3
  95. 95. Workflow 2 (Email & Retargeting) EMAIL 1 EMAIL 2 EMAIL 3
  96. 96. Workflow 2 (Email & Retargeting) EMAIL 1 EMAIL 2 EMAIL 3 Significant increase in the number of opportunities created.
  97. 97. #3 Know your Metrics
  98. 98. Just look through the deck.
  99. 99. There are a lot of metrics in it, right?
  100. 100. That’s because ...
  101. 101. Right Goals,
  102. 102. Right Goals, Experiments,
  103. 103. Right Goals, Experiments, Data Driven
  104. 104. = Great Inbound Marketer
  105. 105. ThankYou. @searchbrat kflanagan@hubspot.com
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