Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

A Crash Course in Inbound Marketing for Startups

818 views

Published on

At HubSpot for Startups, our mission is to help startups grow. We want to change the way entrepreneurs execute inbound marketing and sales.

We work and align closely with the Accelerators, Incubators, Entrepreneurial Organizations and early stage VC companies to educate their startups and help them execute on growth-centric marketing and sales strategy.

HubSpot is a software platform to help you generate leads, close deals, and manage your pipeline. HubSpot offers a growth stack of products for customer relationship management, marketing, and sales: powerful alone, and even better when used together. HubSpot’s free CRM aligns sales and marketing with ease, HubSpot Marketing helps you grow your traffic and convert more visitors into customers, and HubSpot Sales helps you skyrocket your productivity and close more leads with less work.

Published in: Marketing
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

A Crash Course in Inbound Marketing for Startups

  1. 1. A Crash Course in Inbound Marketing How your startup can use marketing to get more customers Kim Walsh, Christian Mongillo & Yoav Vilner
  2. 2. Global Director @HubSpot for Startups Kim Walsh Christian Mongillo Business Development @HubSpot for Startups HubSpot is a software company that helps businesses grow and scale their marketing and sales.
  3. 3. People‘s behaviours have changed. They‘re tuning out traditional marketing tactics.
  4. 4. In order to attract customers, marketers have to provide them with something they love.
  5. 5. Definition Inbound Marketing Is a holistic, data-driven approach to marketing that attracts individuals to your brand and converts them into lasting customers.
  6. 6. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric Traditional SEO Blogging 1:1 Messaging Attraction Customer - Centric Inbound VS What Makes Inbound Different?
  7. 7. Attract Blog Keywords Social Media Convert Forms Calls-to-action Landing Pages Close Email Automation Sales Enablement Delight Events Social Media Dynamic Website How does inbound marketing work? Visitors Leads Customers PromotersStrangers
  8. 8. Can you out-help your competitors? (helping is hard!)
  9. 9. The company that best solves for the customer wins.
  10. 10. @cmongi02 | #HubspotforStartups | @HubSpotStartups Attract Visitors Convert Leads Close Customers THE INBOUND MARKETING FUNNEL Convert Leads
  11. 11. @KatWarboys | #GrowWithHubSpot | @HubSpot Attract Visitors Convert Leads Close Customers HOW TO CONVERT WEB VISITORS INTO LEADS
  12. 12. @KatWarboys | #GrowWithHubSpot | @HubSpot CREATION Content 1
  13. 13. @KatWarboys | #GrowWithHubSpot | @HubSpot are you creating content for? WHO
  14. 14. @KatWarboys | #GrowWithHubSpot | @HubSpot Create a buyer persona based on your ideal customer.
  15. 15. @KatWarboys | #GrowWithHubSpot | @HubSpot Growth Gary Demographics: • Boutique agency (5-20 employees) • Account Manager • Undergrad Degree • Aged 30, career-orientated Goals: • Grow revenue for agency • Increase KPIs for clients • Be recognised as a top agency Challenges: • Unpredictable amount of work • Client retention • Can’t find metrics to validate success
  16. 16. @KatWarboys | #GrowWithHubSpot | @HubSpot YOUR BUYER PERSONA INFORMS YOUR STRATEGY: Place Time Content
  17. 17. @KatWarboys | #GrowWithHubSpot | @HubSpot How do you decide WHAT CONTENT TO CREATE?
  18. 18. @KatWarboys | #GrowWithHubSpot | @HubSpot WHAT’S YOUR PERSONA SEARCHING FOR? Ask yourself:
  19. 19. @KatWarboys | #GrowWithHubSpot | @HubSpot GOOGLE ALERTS1.
  20. 20. @KatWarboys | #GrowWithHubSpot | @HubSpot GOOGLE TRENDS2.
  21. 21. @KatWarboys | #GrowWithHubSpot | @HubSpot GET IDEAS FROM REAL, LIVE HUMANS. 3. Industry podcasts FAQs from customers (and those who didn’t turn into customers) Talk to sales reps Rants from executives Internal documents
  22. 22. @KatWarboys | #GrowWithHubSpot | @HubSpot COMPELLING? What makes your content Relevance Timeliness UniquenessValue
  23. 23. @KatWarboys | #GrowWithHubSpot | @HubSpot • Free White-papers • Free Guides & Tips • Free eBooks • Free Checklists • Free Videos • Free Kits AWARENESS STAGE • Free Webinars • Case Studies • Product Spec • Free Events CONSIDERATION STAGE • Free Trials • Demos • Free Consultations • Estimates or Quotes • Free Samples & Discounts DECISION STAGE AUDIENCE? What format best serves your
  24. 24. @KatWarboys | #GrowWithHubSpot | @HubSpot OPTIMIZATION Content 2
  25. 25. @KatWarboys | #GrowWithHubSpot | @HubSpot LET’S SAY YOU’RE CREATING BLOG CONTENT companies who prioritise blogging are 13x more likely to achieve a positive ROI. 13x
  26. 26. @KatWarboys | #GrowWithHubSpot | @HubSpot HEADLINE BODY COPY CALL-TO-ACTION BLOG CONTENT The Anatomy of
  27. 27. @KatWarboys | #GrowWithHubSpot | @HubSpot HOOK YOUR READER WITH CURIOUSITY
  28. 28. @KatWarboys | #GrowWithHubSpot | @HubSpot COSCHEDULE HEADLINE ANALYSER
  29. 29. @KatWarboys | #GrowWithHubSpot | @HubSpot MAKE CONTENT EASY TO READ
  30. 30. @KatWarboys | #GrowWithHubSpot | @HubSpot Source: Nielson Norman Group 79% of readers skim, while only 16% read every word on a page.
  31. 31. @KatWarboys | #GrowWithHubSpot | @HubSpot MAKE CONTENT EASY TO SHARE
  32. 32. @KatWarboys | #GrowWithHubSpot | @HubSpot WORD COUNT VS AVERAGE SOCIAL SHARES
  33. 33. @KatWarboys | #GrowWithHubSpot | @HubSpot MAKE YOUR CONTENT MORE SHAREABLE
  34. 34. @KatWarboys | #GrowWithHubSpot | @HubSpot MAKE YOUR CONTENT MORE SHAREABLE There is a 19% increase in retweets when you include a quote.
  35. 35. @KatWarboys | #GrowWithHubSpot | @HubSpot MAKE YOUR CONTENT MORE SHAREABLE There is a 17% increase in retweets when you include a stat.
  36. 36. @KatWarboys | #GrowWithHubSpot | @HubSpot sharelinkgenerator.com
  37. 37. @KatWarboys | #GrowWithHubSpot | @HubSpot DISTRIBUTION Content 3
  38. 38. @KatWarboys | #GrowWithHubSpot | @HubSpot SOCIAL MEDIA
  39. 39. @KatWarboys | #GrowWithHubSpot | @HubSpot 2015 B2B Content Marketing Trends - North America: Content Marketing Institute / MarketingProfs B2B CONTENT MARKETING SOCIAL MEDIA PLATFORM USAGE
  40. 40. @KatWarboys | #GrowWithHubSpot | @HubSpot VISUALS MATTER. TRY CANVA FOR EASY (FREE) GRAPHIC CREATION.
  41. 41. @KatWarboys | #GrowWithHubSpot | @HubSpot Use high-level facts and stats from your content to grab audience attention.
  42. 42. @KatWarboys | #GrowWithHubSpot | @HubSpot SHARE A VARIETY OF CONTENT
  43. 43. @KatWarboys | #GrowWithHubSpot | @HubSpot REACH THE RIGHT AUDIENCE WITH TARGETED UPDATES
  44. 44. @KatWarboys | #GrowWithHubSpot | @HubSpot INCREASE REACH WITH BOOSTED POSTS
  45. 45. @KatWarboys | #GrowWithHubSpot | @HubSpot Keep Tweets between 120 and 130 characters. Source: The Science of Social Media by Dan Zarrella
  46. 46. @KatWarboys | #GrowWithHubSpot | @HubSpot Tweet your links at a slower pace. Source: The Science of Social Media by Dan Zarrella
  47. 47. @KatWarboys | #GrowWithHubSpot | @HubSpot GET CREATIVE and find other channels that work for you.
  48. 48. @KatWarboys | #GrowWithHubSpot | @HubSpot INSTAGRAM
  49. 49. @KatWarboys | #GrowWithHubSpot | @HubSpot QUORA
  50. 50. @KatWarboys | #GrowWithHubSpot | @HubSpot FACEBOOK MESSENGER
  51. 51. @KatWarboys | #GrowWithHubSpot | @HubSpot PRODUCTHUNT
  52. 52. @KatWarboys | #GrowWithHubSpot | @HubSpot SNAPCHAT
  53. 53. @KatWarboys | #GrowWithHubSpot | @HubSpot “ Herbert Krugman PEOPLE NEED TO HEAR AND SEE SOMETHING 5 TIMES FOR IT TO AFFECT A BEHAVIOUR CHANGE.
  54. 54. @KatWarboys | #GrowWithHubSpot | @HubSpot ANALYSIS Content 4
  55. 55. @KatWarboys | #GrowWithHubSpot | @HubSpot 1. Traffic 2. 3. Engagement Sources of traffic
  56. 56. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups What sources are driving your traffic?
  57. 57. @KatWarboys | #GrowWithHubSpot | @HubSpot WHAT’S THE ENGAGEMENT ON YOUR CAMPAIGNS? Email: Facebook: Twitter: Landing page: Open rate, click through rate, unsubscribe rate, deliverability Views, shares, likes, comments Impressions, retweets, favorites Traffic, submissions rate
  58. 58. @cmongi02 | #HubspotforStartups | @HubSpotStartups Attract VisitorsAttract Visitors Convert Leads Close Customers HOW TO CONVERT WEB VISITORS INTO LEADS Convert Leads
  59. 59. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups No BusinessNo ConversionTraffic
  60. 60. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Leads MQLs Subscribers HOW DO YOU CONVERT TRAFFIC?
  61. 61. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Leads MQLs Subscribers HOW DO YOU CONVERT TRAFFIC? To establish a relationship and open communication. For blog subscribers you want email address and first name. What you want
  62. 62. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Leads MQLs Subscribers HOW DO YOU CONVERT TRAFFIC? To get data about the person to further refine your communication and begin to identify if they are a fit. Company name, job title, employee count etc. What you want
  63. 63. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Leads MQLs Subscribers HOW DO YOU CONVERT TRAFFIC? A potential customer to signal they want to begin a sales conversation. Filling out a contact sales form, demo or starting a trial. What you want
  64. 64. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Leads MQLs Subscribers GENERATING
  65. 65. @cmongi02 | #HubSpotforStartups | @HubSpotStartups PLACE A “SUBSCRIBE” FORM ON YOUR BLOG
  66. 66. @cmongi02 | #HubSpotforStartups | @HubSpotStartups CREATE A BLOG SUBSCRIBER LANDING PAGE
  67. 67. @cmongi02 | #HubSpotforStartups | @HubSpotStartups S TRY USING AN EXIT POP-UP
  68. 68. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Leads MQLs Subscribers CAPTURING
  69. 69. @cmongi02 | #HubSpotforStartups | @HubSpotStartups HAVE A RELEVANT ON BLOG POSTS. CALL-TO-ACTION (CTA)
  70. 70. @cmongi02 | #HubSpotforStartups | @HubSpotStartups HAVE THAT ‘CTA’ LEAD TO A DEDICATED LANDING PAGE
  71. 71. @cmongi02 | #HubSpotforStartups | @HubSpotStartups OPTIMIZE YOUR LANDING PAGES
  72. 72. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups HEADER • Logo • Phone number • No navigation
  73. 73. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups TITLE • Say what it is • Begin with hook • Don’t use fluff
  74. 74. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups SUBHEAD • Include benefit • Personalise
  75. 75. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups COPY • Avoid dense paragraphs • Use bullet points • Bold key points
  76. 76. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups IMAGE • Always include an image • Make it vibrant • Mobile-optimise
  77. 77. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups FORM • Begin with CTA • Right # of fields • Privacy policy • Actionable button
  78. 78. @cmongi02 | #HubSpotforStartups | @HubSpotStartups VS A/B TEST YOUR LANDING PAGES
  79. 79. @cmongi02 | #HubSpotforStartups | @HubSpotStartups VS A/B TEST YOUR LANDING PAGES WINNER Conversion increased 110% in this test
  80. 80. @cmongi02 | #HubSpotforStartups | @HubSpotStartups ERROR RATE DECREASED FROM 60% TO 22% FOCUS ON QUALITY CONVERSIONS
  81. 81. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Leads MQLs Subscribers TURN LEADS INTO
  82. 82. @cmongi02 | #HubSpotforStartups | @HubSpotStartups EMAIL 1 EMAIL 2 EMAIL 3 NURTURE LEADS WITH MARKETING AUTOMATION
  83. 83. @cmongi02 | #HubSpotforStartups | @HubSpotStartups OR WINNING THE EMAIL BATTLE GROUND
  84. 84. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Compelling Subject Line CHECKLIST
  85. 85. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Compelling Subject Line Sender Name CHECKLIST
  86. 86. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Compelling Subject Line Sender Name Personalised Copy CHECKLIST
  87. 87. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Compelling Subject Line Sender Name Personalised Copy Call-To-Action CHECKLIST
  88. 88. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Compelling Subject Line Sender Name Personalised Copy Call-To-Action Image CHECKLIST
  89. 89. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Compelling Subject Line Sender Name Personalised Copy Call-To-Action Image Unsubscribe Link CHECKLIST
  90. 90. @cmongi02 | #HubSpotforStartups | @HubSpotStartups Potential customer visits your site Later, customer surfs the web and sees your ad Customer goes back to your site Potential customers become paying customers LEVERAGE PAID RETARGETING Ad was targeted to only your website visitors
  91. 91. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Subscriber to lead ratio METRICS MQL to customer ratio, cost per lead, length of sales cycle Lead to customer ratio, cost per lead, length of sales cycle Leads MQLs Subscribers
  92. 92. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups 162 customers requires 20,000 visits Visitors: 20,000 Customers: 162 2,400 - Leads 1,080 - MQLs 6,000 - Subscribers 40% Subscriber- to-Lead 45% Lead-to-MQL 30% Conversion Rate 15%MQL-to-Customer REVERSE-ENGINEER YOUR FUNNEL
  93. 93. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups 3 Reverse engineer your funnel to know the value of your leads 1 Reduce the friction wherever possible 2 Always present options to progress down the funnel KEYTAKEAWAYS
  94. 94. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups HOW TO TURN LEADS INTO CUSTOMERS Convert Leads Close Customers Attract Visitors
  95. 95. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups All Sales Reps are A**holes.
  96. 96. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Sales is motivated by more than money.
  97. 97. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Marketers sit around all day doing arts and crafts.
  98. 98. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Marketers are all about data.
  99. 99. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups MIS COMMUNICATION
  100. 100. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups SALES REP SCOTT We don’t have enough leads… …and even the ones we have aren’t good.
  101. 101. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups MARKETING MICHELLE We give sales plenty of leads. They don’t put in enough effort to close deals.
  102. 102. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Companies with strong sales and marketing alignment achieve annual growth rate
  103. 103. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Compared to a for companies with poor alignment decline in annual revenue
  104. 104. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
  105. 105. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
  106. 106. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups COLLABORATE? So, how do we
  107. 107. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups SALES MARKETING+ =
  108. 108. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups 2.1. 3. COMMON LANGUAGE SETTING UP THE PROCESS UTILISING TOOLS SMARKETING STEPS TO SUCCESS
  109. 109. @KatWarboys | #GrowWithHubSpot | @HubSpot@RosaliaCef | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
  110. 110. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups DEFINE YOUR LIFECYCLE STAGES Prospect/Visitor Lead Customer Prospect/Visitor Opportunity Lead MQL SQL Prospect/Visitor Opportunity Customer
  111. 111. @KatWarboys | #GrowWithHubSpot | @HubSpot@KatWarboys | #GrowWithHubSpot | @HubSpot SERVICE LEVEL AGREEMENT A contract between a service provider and the end user that defines the level of service expected from the service provider.
  112. 112. @KatWarboys | #GrowWithHubSpot | @HubSpot@KatWarboys | #GrowWithHubSpot | @HubSpot MARKETING TO SALES SALES TO MARKETING Number and quality of leads required to hit company revenue goals Speed and depth of lead follow-up that makes economic sense
  113. 113. @KatWarboys | #GrowWithHubSpot | @HubSpot@KatWarboys | #GrowWithHubSpot | @HubSpot MARKETING TO SALES SALES TO MARKETING Number and quality of leads required to hit company revenue goals Speed and depth of lead follow-up that makes economic sense
  114. 114. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups STEP 1 STEP 2 STEP 4 STEP 3 STEP 5 BUILDING SMARKETING ALIGNMENT Calculate the Marketing Side Determine Business Growth Calculate the Sales Side Set up Marketing SLA Reporting Set up Sales SLA Reporting
  115. 115. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups = NEW REVENUE GOAL AVERAGE SALES PRICE Determine Business Growth 1 BUILDING SMARKETING ALIGNMENT # of Customers
  116. 116. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups NEW CUSTOMERS GOAL LEAD TO CUSTOMER CLOSE % Calculate the Marketing Side 2 BUILDING SMARKETING ALIGNMENT = LEADS GOAL
  117. 117. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Calculate the Sales Side. 3 BUILDING SMARKETING ALIGNMENT The number of deals which go to the vendor who responds first. 35% 50%
  118. 118. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups How will you incentivize sales behavior?
  119. 119. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups SMARKETING
  120. 120. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups 1 Inbound is about being human KEYTAKEAWAYS 2 Alignment through shared language 3 Metrics ensure we are all kept accountable 4 Tools & platforms enable all of this
  121. 121. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
  122. 122. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups THANK YOU

×