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The 4 Types of Companies that Need an Inbound Marketing Makeover
The document discusses the 4 types of companies that need an inbound marketing makeover: 1) Companies that haven't started are just learning about inbound marketing and need help getting started. 2) Companies just starting out need help developing an inbound marketing strategy and roadmap. 3) Companies remodeling need to refine their current inbound activities to generate more and better quality leads. 4) Overwhelmed companies lack direction and may need additional resources or outside help to avoid giving up on inbound marketing.
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The 4 Types of Companies that Need an Inbound Marketing Makeover
- 1. The 4 Typesof Companies that Need an Inbound Marketing Makeover
- 2. Hosted by YourFriendly, Neighborhood LeadG2 Team MATT SUNSHINE BRIAN HASENBAUER #inboundmakeover
- 3. Today You’ll LearnAbout… What is Inbound Marketing and Why Does It Matter? The 4 Types of Companies that NEED an Inbound Marketing Makeover: 1) Companies That Haven’t Started (Learning Phase) 2) Companies Just Starting Out (Planning Phase) 3) Remodeling (Refining Current Activities) 4) Overwhelmed (Giving Up)
- 4. What is Inbound Marketing? What is Inbound Marketing? #inboundmakeover
- 5. What is InboundMarketing? Inbound Marketing Methodology and Mindset
- 6. What is InboundMarketing? LeadG2’s 7 Step Lead Generation Process
- 7. Why Inbound Matters? Why Inbound Matters? #inboundmakeover
- 8. Inbound Produces ROIin Many Ways The Six Types of Inbound Marketing ROI: 1. Uncover new leads through your inbound marketing efforts 2. Close more existing (non-inbound) leads 3. Close more overall business with superior lead intelligence 4. Increased online visibility and brand recognition 5. Establish thought leadership (as a company and as individuals) 6. Ability to nurture “dead” or not-ready-to-buy leads and know when to re-approach them
- 9. The Four Typesof Companies that Need Inbound Marketing Makeovers THE 4 TYPES OF COMPANIES THAT NEED AN INBOUND MARKETING MAKEOVER: 1) COMPANIES THAT HAVEN’T STARTED (LEARNING PHASE) 2) COMPANIES JUST STARTING OUT (PLANNING PHASE) 3) REMODELING (REFINING CURRENT ACTIVITIES) 4) OVERWHELMED (GIVING UP) #inboundmakeover
- 10. Companies That Haven’tStarted (Learning Phase) 1 #inboundmakeover
- 11. Companies That Haven’tStarted (Learning Phase) 1 #inboundmakeover B2B companies that blog generate 67% more leads on a monthly basis than companies that don’t blog. HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010 67%
- 12. Learning Phase Whya Company Needs a Makeover in the Learning Phase: • Overwhelmed by “information” and need help with determining fact from fiction. • Not sure how to get started or what’s required. • No one taking the lead.
- 13. Companies Just StartingOut (Planning Phase) 2 #inboundmakeover
- 14. Companies Just StartingOut (Planning Phase) 2 #inboundmakeover of companies surveyed said that the lack of an effective strategy and the creation of content are the most challenging obstacles to reaching the next level of inbound marketing performance. Ascend2 Research 46%
- 15. Planning Phase Whya Company Needs a Makeover in the Planning Phase: • Requires a roadmap • Determination of required resources • Determination of available resources • Need to define roles Blog Manager Blog Publisher
- 16. Remodeling (Refining CurrentActivities) 3 #inboundmakeover
- 17. Remodeling (Refining CurrentActivities) 3 #inboundmakeover Companies with >51 blog articles experience a 77% lift in median monthly leads. HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010 77%
- 18. Remodeling Phase Whya Company Needs a Makeover in the Remodeling Phase: • Not generating enough leads • Not generating enough quality leads • Lack of content creation • Failure to promote the blog • Uncertain of best practices • Not sure how to improve
- 19. The Real Way Inbound Marketing Happens at MOST Companies INBOUND MARKETING MAKEOVER #inboundmakeover
- 20. We should starta blog to generate leads. I am sure that EVERYONE will want to help. It will be easy, I know how to write and use social The 3 Phase of media. Being Overwhelmed INBOUND MARKETING MAKEOVER #inboundmakeover
- 21. The 3 Phaseof Being Overwhelmed INBOUND MARKETING MAKEOVER #inboundmakeover
- 22. The 3 Phaseof Being Overwhelmed INBOUND MARKETING MAKEOVER #inboundmakeover
- 23. The 3 Phaseof Being Overwhelmed INBOUND MARKETING MAKEOVER #inboundmakeover
- 24. The 3 Phaseof Being Overwhelmed INBOUND MARKETING MAKEOVER #inboundmakeover
- 25. The 3 Phaseof Being Overwhelmed INBOUND MARKETING MAKEOVER #inboundmakeover
- 26. Overwhelmed (Giving Up) 4 #inboundmakeover
- 27. Overwhelmed (Giving Up) 4 #inboundmakeover a majority (58%) of companies outsource all or part of their Inbound Marketing campaigns to supplement internal capabilities and improve campaign performance. Ascend2 Research 58%
- 28. Overwhelmed Phase Whya Company Needs a Makeover in the Overwhelmed Phase: • Lack direction and need a strategic plan in place to move forward • Additional resources required, potentially from an external resource. • Organization is not committed to an Inbound Marketing Culture or Methodology.
- 29. Overwhelmed Phase 3Ways to Overcome Being Overwhelmed by Inbound Marketing: 1. Review your processes 2. Look for supplemental resources 3. Get some outside help
- 30. Overwhelmed Phase 3Tips to Keep from Giving Up: 1) Strategy Review 2) Staffing Changes 3) Get Outside Help
- 31. The Benefits ofan Inbound Makeover for your Company? 1. Receive Expert Help 2. Review Current Progress and Processes 3. Refine or Define Strategy 4. Develop Target Personas 5. Learn about Best Practices 6. Receive Expert Recommendations 7. Set Goals and define roadmap INBOUND MARKETING MAKEOVER #inboundmakeover
- 32. The 3 Phaseof Being Overwhelmed INBOUND MARKETING MAKEOVER #inboundmakeover
- 33. INBOUND MARKETING MAKEOVER#inboundmakeover
- 34. The 3 Phaseof Being Overwhelmed INBOUND MARKETING MAKEOVER #inboundmakeover
- 35. The 3 Phaseof Being Overwhelmed INBOUND MARKETING MAKEOVER #inboundmakeover
- 36. Win an InboundMarketing Makeover If you find that YOUR company is in need of an Inbound Marketing Makeover… You can register to win at: www.inboundmakeover.com
- 37. Q&A InboundHelp@leadg2.com INBOUNDMARKETING MAKEOVER #inboundmakeover
- 38. Q&A UNTIL NEXTTIME…HUBSPOT ON! #inboundmakeover
Editor's Notes
- #2 BRIAN: Hello and welcome to our webinar today. We’re excited to have you here with us today and today’s webinar will be discussing “The 4 Types of Companies that Need an Inbound Marketing Makeover” … we have a lot to cover so let’s jump right in! {CLICK}
- #3 BRIAN: My name is Brian Hasenbauer and I’ll be co-hosting today with Matt Sunshine. Hi Matt– thanks for joining us today! {CLICK}
- #4 BRIAN: Let’s take a look at what we’ll be covering today: (READ BULLET POINTS) Also, just a reminder that we will be recording this webinar for future viewing so you should get an email in the next 24-48 hours with instructions on how to access that. Now let’s have Matt Sunshine tell us about What Inbound Marketing is and Why Does it Matter (CLICK)
- #5 MATT (2 MINUTES on WHAT IS INBOUND MARKETING?): Simply put, inbound marketing is the methodology used to attract the attention of prospects, via content creation, before they are even ready to buy. It’s one of the most cost effective ways to generate leads and increase revenue. Ultimately its about establishing your business as a thought leader and then using that position to both attract new prospects and to help move your current prospects or customers through your sales funnel. The old model that required customers and prospects to talk with a sales person to gather information on capabilities and pricing is gone. Now a days everyone does their research first and then when they are getting closer to being ready they engage they connect or accept an appointment. In fact… the statistic out there is that most folks in a B2B environment are 57% of the way through the process before they ever talk with someone in sales… if you are not present during that first 57% of their process you are at a disadvantage. Inbound marketing and sales puts you there to attract the best prospects and opportunities. (CLICK)
- #6 MATT: The first thing to understand about Inbound Marketing is that Inbound Marketing is that it’s not a tactic, channel, or technology. It’s a way to approach to your marketing to capitalize on the way consumers make buying decisions today. Let’s face it, things have changed in the way that consumers, especially B2B, go about researching and buying products and services. At a VERY high level…. here is how Inbound works …. Its about attracting the right people converting them to leads, closing them on the right opportunities and then delighting them by delivering amazing results (CLICK)
- #7 MATT: and while that was a very high level / 30,000 foot view here at LeadG2 we have created our own Lead Generation process that actually gives companies a roadmap and plan on how to actually DO inbound marketing rather than just vague concepts. Think of this as an actionable approach to the concepts that I just went over. (CLICK)
- #8 MATT: 2 minutes - Why Inbound Matters?) This is important. This is about growing revenue. The mistake would be to believe that Inbound marketing is only about marketing…. NOT AT ALL. Inbound marketing is about generating leads and supplying your sales dept with lead intelligence that will help them to drive revenue. The idea of having sales people spend hours upon hours each week cold calling is an old model that is not as effective as it used to be. Its not efficient, its expensive and its not producing the results we need it to produce. The way people buy is different then it was 25 years ago… it makes sense that the the way we sell would need to be updated as well [CLICK]
- #9 MATT: [CLICK] Our take on Inbound is that it has to produce ROI. But how to measure ROI is important. Here are 6 ways we measure it with our clients. Uncover new leads through your inbound marketing efforts Close more existing (non-inbound) leads Close more overall business with superior lead intelligence Increased online visibility and brand recognition Establish thought leadership (as a company and as individuals) Ability to nurture “dead” or not-ready-to-buy leads and know when to re-approach them (CLICK)
- #10 MATT: Now that we know a little bit more about WHAT inbound marketing IS and WHY inbound marketing is crucial to the long term success of most companies, BRIAN will walk us through the 4 Type of Companies that Need Inbound Marketing Makeovers [CLICK} BRIAN: Thanks MATT…. I really like the way you have DEFINED INBOUND MARKETING AND expressed the IMPORTANCE OF INBOUND MARKETING. Let’s take a look at the Four Types of Companies that Need Inbound Marketing Makeovers. {CLICK}
- #11 BRIAN:
- #12 BRIAN: If your company hasn’t started an inbound marketing program or embraced an inbound culture but is considering it… you might be in the Learning Phase. This is a great phase to be in and you are no doubt learning a lot about inbound, like the 6 types of ROI that Matt pointed out. Another important statistic is that B2B companies that blog generate 67% MORE LEADS on a monthly basis than companies that don’t blog. That’s just for 1 MONTH.. If you can extrapolate that out to 1, 3 or 5 years.. That’s a lot of LEADS that companies that are not blogging are MISSING OUT ON! [CLICK]
- #13 BRIAN: At this stage of the game you have been doing your research and learning A LOT about inbound marketing. BUT, the information is somewhat confusing and there is a lot of uncertainty about whether inbound is right for your company and how to get started. You could use someone to guide you along at this point and answer any questions that arise. Let’s say that in your learning phase you decide you WANT to do inbound marketing. [CLICK]
- #14 BRIAN: This would put you into the PLANNING PHASE or with COMPANIES JUST STARTING OUT [CLICK]
- #15 BRIAN: Unfortunately, the planning phase is often one that is skipped over and companies don’t spend enough time PLANNING before starting the DOING. 46% of companies surveyed said that the lack of an effective strategy was one of the most challenging obstacles to reaching the next level of inbound marketing performance. [CLICK]
- #16 BRIAN: In the planning phase, a roadmap or strategy is CRUCIAL to understanding what is to be done and who should be doing it. [CLICK] One of the most common reasons why we see inbound marketing programs fail is underestimating the amount of work that’s required to successfully run and inbound marketing program and [CLICK] determining the amount of available resources. Let’s just say that I have NEVER heard anyone say “we just have TOO MANY people writing blogs and helping promote the blog” [CLICK] At this point it’s also very important to define the roles of those that will be involved in your inbound efforts. Two of the roles that need to be defined early on are the BLOG MANAGER– who is the person that manages the blog on a daily basis and the BLOG PUBLISHER, who is ultimately responsible for the success of the blog. The next phase, phase 3 is companies that have already started inbound marketing, but are ready to remodel or make changes. [CLICK]
- #17 BRIAN: Okay.. I had to get in some type of DIY or construction graphics into the presentation since we are talking about MAKEOVERS. I think that the “REMODELING” or “REFINING CURRENT ACTIVITIES” phase is the place to do it. These are the companies that are ALREADY doing inbound but are in need of some minor or major changes in order to experience the success that they originally set out to achieve. . [CLICK]
- #18 BRIAN: For those that are already blogging, I really like this statistic. Once you get to having authored 51 or greater blog articles you will experience a 77% increase in median monthly leads. HubSpot tells a great story about their lead gen efforts and that because of having an extensive backlog of blog posts and offers they only have to bring in a 1/3 or their quota each month from new leads.. The other 2/3rds come in automatically from content that’s ALREADY BEEN CREATED. And without further a due… Here are the reasons why a company in the remodeling phase might need an inbound makeover [CLICK]
- #19 BRIAN: There are dozens of reasons why companies need help or a makeover with inbound marketing but the most common are the ones we will be discussing: Not generating enough leads [CLICK] Not generating enough quality leads [CLICK] and the BIGGIE…. LACK OF CONTENT CREATION [CLICK] Failure to promote the blog blog [CLICK] Uncertain of best practices and last but not least [CLICK] Not sure how to improve.
- #20 BRIAN: Before we discuss the last type of company that needs a makeover, those OVERWHELMED or ABOUT TO GIVE UP, I wanted to take a slightly humorous look at “THE REAL WAY INBOUND MARKETING HAPPENS AT MOST COMPANIES” [CLICK]
- #21 BRIAN: It all starts when someone in sales or marketing comes up with a great idea after subscribing to the HubSpot blog and learning about inbound marketing and determines that inbound marketing is going to be an easy way to generate leads by starting to write a few blog posts, post a few things on social media. It can’t be that hard to do… I’ve written a few blog posts before and I am pretty good at FACEBOOKING and TWITTERING. {click}
- #22 BRIAN: After the first few weeks or months YOU and YOUR TEAM quickly find out that there is ACTUAL WORK TO BE DONE (LIKE WRITING BLOGS and publishing to social media) and you quickly feel like you are falling behind. {click}
- #23 BRIAN: You then start to second guess yourself and what you are doing. Its at this point that you are not really sure what you are doing, should be doing AND HAVE NO ONE TO TURN TO FOR HELP. {click}
- #24 BRIAN: In the meantime, the leads are SLOWLY trickling in and you are seeing an increase in website traffic BUT since you really didn’t set any goals or objectives to start with you dpn’t have a good understanding of what Inbound ROI is and soon get discouraged and start publishing even less than before. {click}
- #25 BRIAN: It’s at this point you stop publishing blog posts and start to give up. {click}
- #26 BRIAN: It’s when you feel OVERWHELMED and START GIVING UP that you are in the BIGGEST need of an inbound marketing makeover and GETTING SOME ADDITIONAL HELP {click}
- #27 BRIAN: Lets spend a few minutes discussing the last of our 4 types of companies needing an inbound marketing makeover, those that are “overwhelmed” or ready to give up. {CLICK}
- #28 BRIAN: For companies thinking they can do EVERYTHING IN HOUSE…. This stats for YOU! 58% of companies OUTSOURCE ALL or PART of their Inbound Marketing campaigns to supplement internal capabilities. LET ME SAY THAT AGAIN… 58% of companies DON’T DO EVERYTHING THEMSELVES…. THEY SEEK HELP TO SUPPLEMENT THEIR INTERNAL TEAMs [CLICK]
- #29 BRIAN: Companies in the Overwhelmed or ready to give up phase usually exhibit one of these 3 characteristics… 1) Lack of direct and in need of a strategic plan {CLICK} 2) They lack resources such as STAFFING or KNOWLEDGE and need some additional help for either content creation, strategy or BOTH {CLICK} 3) The organization isn’t really COMMITTED to Inbound Marketing… there are simply OTHER priorities and INBOUND ISN’T ONE OF THEM Now that we have looked at how companies become overwhelmed and ready to give up, lets look at how to get them out of this phase. [CLICK]
- #30 BRIAN: The first way that companies can overcome being overwhelmed by inbound marketing is: 1) Review your processes: there are a lot of moving parts with inbound marketing (creating content, promoting your content, analytics etc) There are several places where your processes could be breaking down. Doing a review of your entire inbound marketing program is necessary. [CLICK] 2. Look for supplemental resources: If the person in charge of your inbound marketing efforts is already overwhelmed (due to not understanding the strategy or time constraints) already and you are not making any progress, then it might be time to look for someone else in the company that can contribute. [CLICK] 3. Get some outside help – there are a number of ways to use external resources to create a successful inbound marketing team – you can hire freelancers to produce content, use a writing service or bring in consultants to advise on strategy. . [CLICK]
- #31 BRIAN: Because we want to provide companies that are considering giving up some hope, we created 3 Tips to Keep from Giving Up: 1) Strategy Review - Not having a clear strategy is something that we often see with clients that are struggling with inbound and considering giving up. It’s at this stage, or preferably before it, that we would recommended an in depth strategy review similar to the inbound planning day we recommend clients do before getting started. [CLICK] 2) Staffing Changes - Sometimes the person that you “recruited” to manage your blog and lead your inbound efforts isn’t doing what you need or doesn’t have the expertise for the inbound effort to be successful. They might be “too busy” or “have other priorities”, which are really just different ways of saying that inbound doesn’t have a priority in the company’s or person’s daily agenda. Sometimes moving around staff members can help with recharging the inbound program and help it to get back on track. [CLICK] 3) Get Outside Help - When you get to the point that you are considering pulling the plug on your inbound efforts, its a great time to ask for a few recommendations from an inbound marketing agency that has helped clients in similar situations. Regardless of whether the issue is a lack of resources or a lack of commitment there are certain things that can be done that can help to revive an inbound effort in trouble. [CLICK] If your company is like any of the companies we have discussed, your company NEEDS an Inbound Marketing Makeover…. Here are a FEW BENEFITS of having an inbound marketing makeover. {CLICK}
- #32 BRIAN: 1) Receive Expert Help {click} 2) Have someone review current progress and processes {click} 3) Refine or Define Strategy {click} 4) Develop target personas to insure you are targeting the right audience with your content {click} 5) Learn about Best Practices {click} 6) Receive Expert Recommendations {click} 7) Set goals and define your roadmap to success So how are we going to help companies needing an inbound makeover? We are going to guide companies through our inbound marketing planning and help them develop actionable target personas. {click}
- #33 Brian: An inbound makeover provides you with a proven roadmap for success during the full day, Inbound Planning Day and the creation of a TARGET PERSONA {click}
- #34 Brian: During the inbound marketing planning day we will: review and set goals assist with your keyword / seo strategy develop target personas (beforehand and discuss during the meeting) define your teams responsibilities and brainstorm content provide recommendations for blog design and set up create a promotion strategy for your blog discuss how to create landing pages utilizing best practices and help you understand the importance and mechanics of setting up lead nurturing campaign You can see why we think that EVERY COMPANY needs to have an inbound planning day. And what happens after your company goes through an inbound planning day or gets a makeover? {click}
- #35 BRIAN: If you follow the roadmap provided during the planning day you should start to see increase leads, increase revenue and {click}
- #36 BRIAN: make YOU and YOUR TEAM look like Geniuses…. {click}
- #37 BRIAN: Before we close and move into Questions… we wanted to make sure that you were aware that YOU can register for an inbound marketing makeover by going to INBOUNDMAKEOVER.COM and registering. We are accepting entries between now and December 15th with the winner to be notified the week of January 1st. Now… we will get onto Questions… {CLICK}
- #38 It looks like we have a few questions: 1) If I sign up for the inbound makeover but I DON’T win or want to get started sooner, what are the next steps? (MATT – 30 minute consultation and set up planning day IF appropriate) 2) How much time per week does inbound REALLY take? (MATT) 3) Can I do this inbound makeover stuff myself? (BRIAN – SURE, you can build your own car to.. But it’s much easier to buy one from a dealer) That’s it for today – If you have any questions about what your company needs to do in order to be successful with inbound marketing, or if you have other questions about the Inbound Makeover send us an email at InboundHelp@leadg2.com We’d love to hear from you! {click}
- #39 Thank you for joining us today – have a great rest of your week! And thank you Matt for co-hosting with me. Talk to you soon and HubSpot On!