Data-Driven Marketing Roadshow HubSpot - March 27, 2014

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Presentation by HubSpot VP Business Development EMEA Kieran Flanagan. Data-Driven Marketing Road Show at DCU The Helix, Dublin, March 27 2014

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Data-Driven Marketing Roadshow HubSpot - March 27, 2014

  1. 1. INBOUND MARKETING: Your Secrets to Success. 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. Our Inbound Marketing Methodology Source - http://www.hubspot.com/products/inbound-marketing/
  4. 4. for how your customers buy today
  5. 5. Have a Need 65% Europeans
  6. 6. Research Options Research Options
  7. 7. Trust Networks
  8. 8. They like to educate themselves rather than speak with a sales person 60% of the sales cycle is over – before a buyer talks to your salesperson. Corporate Executive Board: bit.ly/zub217
  9. 9. Convert
  10. 10. Retain Customers Retain
  11. 11. Your consumer has changed, They are in control.
  12. 12. Don’t Interrupt
  13. 13. Be What’s Consumed
  14. 14. Inbound Marketing is the art of creating persona driven marketing across your entire funnel. @Searchbrat
  15. 15. How You Can be Successful with Inbound Marketing.
  16. 16. 1 BUYER PERSONAS KNOW YOUR BUYER PERSONAS11 Buyer Personas
  17. 17. of European marketers are focused on reaching the right audience, and converting them into leads. 23% of European marketers are focused on reaching the right audience, and converting them into leads. 23% Resource: http://offers.hubspot.com/2013-state-of-inbound-marketing-europe
  18. 18. MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (DIT), MBA (Smurftt) • 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
  19. 19. To create buyer personas for your company you need to know
  20. 20. Researching Your Personas: Know What To Ask.1
  21. 21. Persona Profile Checklist
  22. 22. Researching Your Personas: Know Who To Ask.2
  23. 23. Research your customers
  24. 24. Listen on Social Media Segment Your Lists
  25. 25. Use Lead Intelligence
  26. 26. Form fields Woah! Wow! Cool! Good to know! Yes! Awesome! Great!
  27. 27. Talk to sales The biggest problem our prospects have is…
  28. 28. Brainstorm 7 to 10 people Interview Prospects & Customers Write Personas (500 – 700) Find a Photo Test Where do you get that information from? How can you use that information to create your buyer personas?
  29. 29. 3 Create Marketing Assets Create a Content Machine23 Create a Content Machine
  30. 30. @TheSalesLion Great content is the best sales tool in the world.
  31. 31. “It’s easy for HubSpot to talk about content. They have lot’s of resources.”
  32. 32. Close 0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 2006 2007 2008 2009 2010 2011 2012 TRAFFIC TO HUBSPOT.COM We started here
  33. 33. Close 0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 2006 2007 2008 2009 2010 2011 2012 TRAFFIC TO HUBSPOT.COM Don’t give up (Persistent & Consistent)
  34. 34. Be Scrappy
  35. 35. Great content teams suck in valuable information Great content teams suck in valuable information
  36. 36. ASSETS MEAN YOU OWN YOUR MARKETING Vs 70% of our blog leads are from OLD articles
  37. 37. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  38. 38. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  39. 39. Curating Content
  40. 40. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  41. 41. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  42. 42. Teach people how to do something Trend for “how to”
  43. 43. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  44. 44. Curated Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership How to Posts NewsJacking Lists
  45. 45. Awareness Evaluation Purchase What content ideas are a good fit for your buyer personas in the awareness stage? What content ideas are a good fit for your buyer personas in the evaluation stage? Map those content ideas across your funnel to make sure you have the right content for each stage.
  46. 46. 3 Create Marketing Assets Create a Content Machine23 Context to Personalise your Funnel4 USING CONTEXT
  47. 47. PERSONALISE YOUR MARKETING Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Enterprise Erin Owner Ollie
  48. 48. ATTRACT QUALIFIED VISITS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  49. 49. CONTEXT TO PERSONALISE DelightI’m a lead I’m a new visitor
  50. 50. CONVERTS INTO QUALIFIED LEADS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  51. 51. CONTEXT TO SEGMENT Delight I love this topic Easily send follow up offer to all people who download this content
  52. 52. CLOSES ACTUAL SALES Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  53. 53. CONTEXT TO SELL MORE Delight I am ready to be called
  54. 54. DELIGHTS YOUR CUSTOMERS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  55. 55. CONTEXT TO DELIGHT CUSTOMERS I’m already a customer
  56. 56. THANK YOU!

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