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Nikita Smits – Senior Channel Consultant
Nikita Smits – Senior Channel Consultant
@NikitaSmits #StockholmHUG
1 What is a campaign?
2 Where to start?
3 Your offer
4 Promotion
5 Measure
1 What is an Inbound
Campaign?
When Marketers say “campaign” they usually mean one
of a few things...
• An automated drip email campaign.
• An ad campaig...
What campaigns are
you currently running?
What we actually mean..
A strategy that aligns a set of assets and
marketing channels around a prospect or event
in order ...
They include:
Solution: An Inbound Campaign
What makes an inbound
campaign different?
• Starts with the customer in mind.
• Uses integrated, multi-channel tools
for m...
What are examples of inbound
campaigns?
• New product launch.
• Conference or event.
• An offer, ebook, or webinar.
2 Where to start
IT ALL COMES
BACK TO BUYER
PERSONAS!
#inbound12
White
Buyer Personas
Building Buyer
Personas tell us who
we are creating
content for and why
they will buy from...
What is a Buyer Persona?
Semi- fictional representations of your ideal
customer based on real data and some select
educated speculation about custo...
Fictional characters
that represent your IDEAL
customers
Buyer Personas ARE
MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing te...
Persona Name
BACKGROUND:
DEMOGRAPHICS:
IDENTIFIERS:
GOALS:
CHALLENGES:
HOW WE HELP:
How do we gather that
information?
• Interview customers
• Ask open ended questions
• Ask questions on Social
Media
1 How many persona’s do you have?
2 How often do you rethink their challenges?
3 Can everyone in your business describe th...
3 Your Offers
Relevance and
value!
WHAT IS A
KEYWORD?
PERSPECTIVE:
Consumer/
Prospect
Once we know what they
Recycled
Curated
Created
CoMarket
Resources
Required
Expected Results
Your Content Types
Recycle!
Multiple posts &
Formats
Created: Most
viewed blog post
of all time
Co-Marketing is
great for net new
contacts
Curated:
less effort
• Your website as a digital
collage or mix tape.
• Express yourself through
sharing fresh content
with your followers
Othe...
Where to source?
• Goodreads - Quotations
• LinkedIn Pulse - Aggregator
• Flipboard - Aggregator
• Alltop.com – Trending c...
Industry specific sites networking
• Avvo for lawyers
• Dribble for designers
• The Engineering Exchange for
Engineers
• C...
When do you publish your content?
Content Calendar
4 Promotion
Promotion should feed
into your inbound efforts
by promoting every piece
of content.
Think of it as the thread
that ties y...
“If you spend 10 hours
developing a piece of
content, you should
spend at least 10 hours
promoting it.”
@Searchbrat
Where do you promote your offers?
• Link to LP’s for conversion
• More visibility – thought
leadership
• Delight customers by responding
timely to their rem...
Segmented emails get
more clicks than
email blasts. Source: Marketing Sherpa
50%
• Segment your database on previous behavior
• Re-use related offers
• Amazon style recommendations on thank you pages
• C...
What To Segment On?
• Persona
• Age
• Job title
• Gender
• Seniority
• Lifecycle stage
• Company
• Organization type
• Ind...
• Posts
• Jobs
• Survey
• Week’s
• E-Newsletter
• Issue
• Digest
• Bulletin
• Edition
• Giveaway
• Tips
• Video
• News
• M...
Blogs
convert.
Companies that
blog convert
70%
more leads than those that
don’t blog.
• Multiple posts around one offer
• Optimize old posts with new CTA
• Align your offers with your persona’s
• Align your o...
WHAT IS A
KEYWORD?
Social Media should tie in
with all the rest of your
marketing efforts!
• Early access for influencers
• 70% of new leads find us organically through old offers
• Use Amazon-style related offers...
The Possible Eyeballs You Can Generate
5 Measure
Is marketing aligned with sales?
• Revenue goals
• How many Marketing
Qualified Leads?
• How many Sales Qualified
Leads?
• What is the current close
rate?
...
How did you perform on
different parts of your
campaign?
QUESTIONS?
THANK YOU
#StockholmHUG
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HubSpot User Group Stockholm - Inbound Campaign

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How to run a successful inbound marketing campaign.

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  • What marketers mean when they say campaign: email, ad, SFDC List
    Problem with this = too limited. Marketers are using these one-off channels to run a campaign to help achieve one of their marketing goals , but customers don’t only learn about you from one channel, so why are marketers not solving for the customer by alginging their messaging across all of their marketing channels?
    So we asked ourselves: What SHOULD be part of a marketing campaign? And furthermore, an inbound marketing campaign?
    We really wanted to put stamp on as to what a inbound marketing campaign is.
  • What marketers mean when they say campaign: email, ad, SFDC List
    Problem with this = too limited. Marketers are using these one-off channels to run a campaign to help achieve one of their marketing goals , but customers don’t only learn about you from one channel, so why are marketers not solving for the customer by alginging their messaging across all of their marketing channels?
    So we asked ourselves: What SHOULD be part of a marketing campaign? And furthermore, an inbound marketing campaign?
    We really wanted to put stamp on as to what a inbound marketing campaign is.
  • Remember how you created your persona when you first started your consulting? Have you learned anything new? Do you need to tweak?

    No?

    Then lets first determine what persona is this campaign directed at
  • Before we do that, though, we need to take a step back and ask an even more basic question:

    What is a buyer persona, anyway?

    I keep saying that our personas are absolutely essential to an effective inbound marketing strategy--and we’re going to dive into how to create those personas in just a couple minutes--but before we do that we need to take a step back and think about what buyer personas really are.
  • At their root, Buyer personas are Semi- fictional representations of your ideal customer based on real data and select educated speculation about customer demographics, behavior patterns, motivations, and goals.


    Woah—now what does THAT mean? That definition has A LOT going on- it’s pretty complex!


    The best way to start to tease apart some of what exactly a buyer persona is is by actually seeing one in action here—what a real, live buyer persona actually looks like.
  • So we saw with example of Marketing Mary, there, what exactly these personas look like
    And we’re starting to get a clearer idea of what buyer personas really are.

    They’re fictional characters that we CREATE, through research, analysis, and taking a close look at who’s already buying from us—that represent our DREAM customers.

    Notice this says “customers” though! A lot of companies actually have more than one buyer persona- on average, they probably have between 3 and 5 buyer personas. How you know you’ve reached the “edge” of one persona and the other one begins is when those shared generalities disappear. When you’re creating your personas, you’re probably going to notice that your customer base falls into one of a couple different buckets, or broad categories. Those buckets are your personas.




    Now that’s a little better definition of what a buyer persona is,
  • Content Level – Image Text Orientation 3
  • Content Level – Image Text Orientation 1
  • Content Level – Image Text Orientation 3
  • Leverage older blog posts for new offers
  • Spend as much time/effort promoting as you do as creating. Promotin doesn’t stop when you hit send on a n email. More blogs/ social
  • Can you give me examples?
  • And not only engage not only does blogging help you generate more website traffic. It also enables you to effectively convert that traffic into leads.
  • And it’s not just more web traffic that you’ll get. Blogging businesses also generate 70% more leads.

    Remember those educational posts targeted to attract the right people to your site? The ones that we said define a business blog? Well once we’ve attracted those right people to our site, our blog can also help us to easily convert them into leads.
  • Find good performing past blogs and add new offer/cta to old blog post
    We used to write one blog per offer, we’re focussing on 3 blogs per offer. Either you or an influencer.
  • Content Level – Image Text Orientation 3
  • 70% of our new leads come organically from old offers
    When we create a new offer and utilize the old offers we start to see organic traffic to the new offers
    This costs us MQLs but it increases net new contacts
  • What do you agree on with your sales, services and marketing peers?
  • Did you hit your overall goal?

    How was the traffic to your landing pages?

    Did you convert on your call to actions or did you expect a higher conversion rate?

    Did your prospects engage on Twitter or are they more active on Facebook?

    Did you tag a PPC campaign as well?
    HubSpot’s always allowed you to create all of the assets you need to pull off an inbound marketing campaign
    But what we’ve never done is given customers the ability to see it all in one place
    Hence, last week we launched the Campaigns app, which gives marketers a place a dashboard to aggregate all of the assets of their inbound marketing campaign in one place, and see how the entire campaign is performing against your goals, and even how the individual assets are performing as well

  • Add links to pages with resources?
  • Transcript of "HubSpot User Group Stockholm - Inbound Campaign"

    1. 1. Nikita Smits – Senior Channel Consultant
    2. 2. Nikita Smits – Senior Channel Consultant @NikitaSmits #StockholmHUG
    3. 3. 1 What is a campaign? 2 Where to start? 3 Your offer 4 Promotion 5 Measure
    4. 4. 1 What is an Inbound Campaign?
    5. 5. When Marketers say “campaign” they usually mean one of a few things... • An automated drip email campaign. • An ad campaign, like a print ad, commercial, etc. • A Salesforce campaign (a list of people.)
    6. 6. What campaigns are you currently running?
    7. 7. What we actually mean.. A strategy that aligns a set of assets and marketing channels around a prospect or event in order to achieve a particular goal.
    8. 8. They include: Solution: An Inbound Campaign
    9. 9. What makes an inbound campaign different? • Starts with the customer in mind. • Uses integrated, multi-channel tools for multiple touch-points that connect all your efforts. • Results based on leads / customers – NOT just clicks.
    10. 10. What are examples of inbound campaigns? • New product launch. • Conference or event. • An offer, ebook, or webinar.
    11. 11. 2 Where to start
    12. 12. IT ALL COMES BACK TO BUYER PERSONAS!
    13. 13. #inbound12 White Buyer Personas Building Buyer Personas tell us who we are creating content for and why they will buy from us.
    14. 14. What is a Buyer Persona?
    15. 15. Semi- fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, What is a Buyer Persona?
    16. 16. Fictional characters that represent your IDEAL customers Buyer Personas ARE
    17. 17. MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 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
    18. 18. Persona Name BACKGROUND: DEMOGRAPHICS: IDENTIFIERS: GOALS: CHALLENGES: HOW WE HELP:
    19. 19. How do we gather that information?
    20. 20. • Interview customers • Ask open ended questions • Ask questions on Social Media
    21. 21. 1 How many persona’s do you have? 2 How often do you rethink their challenges? 3 Can everyone in your business describe them?
    22. 22. 3 Your Offers
    23. 23. Relevance and value!
    24. 24. WHAT IS A KEYWORD? PERSPECTIVE: Consumer/ Prospect Once we know what they
    25. 25. Recycled Curated Created CoMarket Resources Required Expected Results Your Content Types
    26. 26. Recycle! Multiple posts & Formats
    27. 27. Created: Most viewed blog post of all time
    28. 28. Co-Marketing is great for net new contacts
    29. 29. Curated: less effort
    30. 30. • Your website as a digital collage or mix tape. • Express yourself through sharing fresh content with your followers Other People’s Content
    31. 31. Where to source? • Goodreads - Quotations • LinkedIn Pulse - Aggregator • Flipboard - Aggregator • Alltop.com – Trending content • Feedly.com – Your own library Other People’s Content
    32. 32. Industry specific sites networking • Avvo for lawyers • Dribble for designers • The Engineering Exchange for Engineers • CIOzone for CIOs • Quora is our favorite catch-all • Get to Wikipedia for a list of all of them Other People’s Content
    33. 33. When do you publish your content?
    34. 34. Content Calendar
    35. 35. 4 Promotion
    36. 36. Promotion should feed into your inbound efforts by promoting every piece of content. Think of it as the thread that ties your campaign together.
    37. 37. “If you spend 10 hours developing a piece of content, you should spend at least 10 hours promoting it.” @Searchbrat
    38. 38. Where do you promote your offers?
    39. 39. • Link to LP’s for conversion • More visibility – thought leadership • Delight customers by responding timely to their remarks • Good content creates evangelists
    40. 40. Segmented emails get more clicks than email blasts. Source: Marketing Sherpa 50%
    41. 41. • Segment your database on previous behavior • Re-use related offers • Amazon style recommendations on thank you pages • Consistent branding • Use personalization Email Best Practice
    42. 42. What To Segment On? • Persona • Age • Job title • Gender • Seniority • Lifecycle stage • Company • Organization type • Industry • Past purchases • Products • Size • Behavior • Pages visited • Purchase cycle • Number of conversions
    43. 43. • Posts • Jobs • Survey • Week’s • E-Newsletter • Issue • Digest • Bulletin • Edition • Giveaway • Tips • Video • News • Monthly • Headlines • Latest • Updates
    44. 44. Blogs convert.
    45. 45. Companies that blog convert 70% more leads than those that don’t blog.
    46. 46. • Multiple posts around one offer • Optimize old posts with new CTA • Align your offers with your persona’s • Align your offers with your buyers journey Blogging Best Practice
    47. 47. WHAT IS A KEYWORD? Social Media should tie in with all the rest of your marketing efforts!
    48. 48. • Early access for influencers • 70% of new leads find us organically through old offers • Use Amazon-style related offers • Use your keywords • Consistent branding Social Media Best Practice
    49. 49. The Possible Eyeballs You Can Generate
    50. 50. 5 Measure
    51. 51. Is marketing aligned with sales?
    52. 52. • Revenue goals • How many Marketing Qualified Leads? • How many Sales Qualified Leads? • What is the current close rate? • Response time to customer questions? • How to respond to complaints? • Social Engagement Service Level Agreement
    53. 53. How did you perform on different parts of your campaign?
    54. 54. QUESTIONS?
    55. 55. THANK YOU #StockholmHUG
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