Oslo HUG Presentation

Oslo HUG - Part 1
Digital Marketing Trends

About Me
HubSpot Fanboy since 2014/15
Various Marketing Manager roles in the last 10 years
HubSpot’s first Inbound Consultant for DACH
Fun Fact: I grew up in East Germany and did competitive
swimming. Our regional 4x25m freestyle record holds to
this day!
LinkedIn: https://www.linkedin.com/in/franksteiner/
Inbound Consultant HubSpot

1. Visit: kahoot.it or download the Kahoot App
2. Enter Game Pin: 779318
3. Enter Your Name
3 simple steps to get ready!!

01
Results Recap
1,890 words is
the average
length of Google
first page search
results
02
Video content is
50 times more
likely to drive
organic traffic
03
Content
Marketing gets 3
times more leads
than paid search
advertising
04
Facebook had
1.5 billion as of
June 2018

05
Results Recap
LinkedIn has the
best content
engagement
ratio
06
Video content
will represent
80% of IP traffic
by 2021
07
80% of 18-49
year olds watch
YouTube at least
once a month
08
95% of B2B
buyers want
thought leader
content

09
Results Recap
75% of
unsubscribes are
because of
receiving too
many emails
10
Video increase
landing page
conversion by
80%
11
On average 7
people are
involved in
high-tech B2B
buying decisions
12
Having a lead
nurturing strategy
increases by up to
50%

13
Results Recap
Lead nurturing
can reduce cost
of sales by up to
30%
These and other marketing statistics and research
reports can be found at:
https://www.hubspot.com/marketing-statistics

Discussion
Which stats surprised you
and why?
Follow up question? Email
me: fsteiner@hubspot.com

Oslo HUG - Part 2
Making Content Marketing Work -
A real life example

“Proper Prior Planning Prevents Piss Poor
Performance!”
British Army adage

Content Marketing in Practice
Example ULCC
1. ULCC background information
2. Define your Buyer Persona(s)
3. Agree KPIs and goals
4. Researching & adopting content
5. Content promotion and amplification
6. Checking results and make adjustment
7. Go back to the start!

ULCC
Text here
● B2B-IT-service provider to the uk
education sector
● >300 clients
● 80 staff
● 5 vertical business units
● £5.5m turnover
● £150.000 marketing budget

ULCC case study
Why focus on the smallest business unit?
existing affinity to
blog and share
output of their work
and research
team of globally
recognised experts
and specialists
strong relationships
with professional
bodies and
organisations
significant legal
changes to funding
policy in the UK HE
World Renowned
digital preservation
training programme

Quick Poll - Buyer Personas
Are you currently using buyer personas?
If yes, how many?

Defining Our Buyer Persona(s)
Understanding your ideal customer better
● Fictitious person, which represents your ideal customers
● Helps you better understand their needs, challenges, goals,
pain points and actions
● Based on existing (sometimes hidden) knowledge (CRM,
customer service request, sales conversations, etc.) about
prospects & existing clients
● Combines quantitative und qualitative research
● Helps us sketch out the buyer’s journey, and map content to
the needs of the buyer and measure their usefulness

Buyer Persona ULCC
Name: Research Data Manager Mike
Job: Responsible for keeping research data compliant and provide and
maintain the necessary IT systems
Job titel: Research Data Manager, Head of Research Data, Director of
Research Data, Research Data & Systems Manager
Pain Points: Unsure about upcoming research funding policy changes, risks
significant loss of funding for non-compliance, unsure which providers offer a
fitting solution and to pressed for time to carry out extensive research
Watering Holes: JISC mailing list, a handful of niche publications, Twitter,
LinkedIn, 3-4 specialist trade shows per year

What is the buyer’s journey?

Are we measuring the right things?
Vanity?
Number of Facebook
Fans
Page views of blog
articles
Email opening
rates
Number of newsletter
subscribers
Meaningful?
Number of Facebook
interactions
Bounce rate, social
media shares &
comments
Email click rates
Number of active
subscribers, what
actions are taken

Our KPIs and goals
RDM Mike
Min. 50 new contacts from
at least 50 “unknown”
universities
Min. 100 registrations for
our Compliance Webinar
Min. 6 new contracts for
our new RDM SaaS
Solution
DA Diana
200 new contacts from
training needs survey
80% capacity for all
upcoming trainings in the
next 12 months
Launch of a new
Freemium model

Creating the right
content
Research and Adapt

Attract Convert Close
Podcast: Digitalisation in Archives & Museums
Training & Job Needs Survey
Free OAIS Online Course
Webinar: Funding Policy Changes
Explained
Webinar: How ULCC’s Research Data
Management Solutions Makes You Compliant!

Promoting and amplifying your content
1
2
3
4

Monitor Results &
Make Improvements!

Our goals and objectives
RDM Mike
Min. 50 new contacts from
at least 50 “unknown”
universities
Min. 100 registrations for
our Compliance Webinar
Min. 6 new contracts for
our new RDM SaaS
Solution
DA Diana
200 new contacts from
training needs survey
80% capacity for all
upcoming trainings in the
next 12 months
Launch of a new
Freemium model

Listen to your target audience!

Anziehen Konvertieren Abschliessen
Podcast
Self Assessment Toolkit
Report about the results of training & job needs survey
Freemium OAIS online course
Webinar: Forschungsmittel
Gesetzesänderungen erklärt!
Webinar: Mit ULCC’s RDM Lösung Forschungsmittel
Konformität erzielen!

Content Ideen
Jenseits von eBooks &
Leitfäden

“Becoming successful with Content
Marketing is a marathon, not a sprint.”
EMILY O’LEARY
Implementation
Specialist

Oslo HUG Presentation

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