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Creating Content for the  Middle of the Funnel
I’m Jeanne Hopkins.Nice to meet you.    @jeannehopkins    VP, Marketing @HubSpot
1   The Inbound Marketing Philosophy2   Telling HubSpot’s Marketing Story3   White Bread vs. Wheat Bread Leads4   Measurin...
InboundMarketingPhilosophy
For decades, marketing focusedon pushing messages out.
86%skip TV ads44%of direct mail is never opened 91% unsubscribe200mSay DO NOT CALL                    7
Be moreinbound to drawpeople in at allstages of thesales andmarketingprocess.	              “Here’s some exceptional      ...
Renting anAudience…
...vs Building Assets
HowInboundMarketingWORKS.
1    Get Found73%of B2B executives usesearch engines to findgoods & services fortheir business.
2   Convert
3   Analyze
1   Get Found                   ( INBOUND )                   MARKETING 	                                   2   Convert   ...
HubSpotMarketingStory
Get Found73%of B2B executives usesearch engines to findgoods & services fortheir business.
10                   Beta Customers                              2                    Leads Per DayCirca 2007             ...
Customers                                   5961                               3855                      1150             ...
Convert
Leads
22
White Bread Leads
24
Wheat Bread Leads
Analyze
Wheat Bread Lead Value                VSB      Marketer   Enterprise   Experiments   VAR   Demo         $22.18    $138.86 ...
Wheat Bread Leads
Wheat Bread Leads
Wheat Bread Leads
Assessment Offer
Free Trial Offer
Assessment Offer
Assessment Offer
Demo Offer
10+ Behavior-Based Lead Nurturing Series
Lead Nurturing Emails
Convert•    5-7% overall conversion rate•    1,200 landing pages with 45%     conversion rate•    Hundreds of social media...
3   Analyze
Data is your friend.
1,200 Landing Pages                      45%                      conversion rate
50-90 Targeted eMails/Month
Measure each stageof your sales& marketingprocess.       VISITS     PROSPECTS          LEADS             WO.            LE...
Drill into each source to diagnose.            Visitors	   Leads	   Sales	SEO	Social	Media
Set targets for each key metric.
Measure progress DAILY.                         100%                         80%    % Progress to Goal                    ...
1   What does Your Wheat Bread Look Like?2   How Much are Those Leads Worth?3   Develop Calls-to-Action4   Use All Availab...
What isHubSpot?
+            +You can domarketingthis way.	               +         +                                 +               SEO ...
Or youAll-in-One                     can doMarketing Software   marketing                     this way.	                  ...
Search Engine                     Optimization	                     Blogging &                     Social Media	          ...
3         days                   2000 7                                                                                   ...
 25%
 off
 
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Creating Content for The Middle Of The Funnel For Lead Nurturing Campaigns

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Going beyond the top of the funnel basic content offers, this session will highlight how to progress buyers to richer, more engaging interactions, such as a product demo or trial, to ultimately convert. The session also will highlight the types of content that work for middle of the funnel nurturing campaigns that help move prospects closer to buyers.

Published in: Business, Technology
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Creating Content for The Middle Of The Funnel For Lead Nurturing Campaigns

  1. 1. Creating Content for the Middle of the Funnel
  2. 2. I’m Jeanne Hopkins.Nice to meet you. @jeannehopkins VP, Marketing @HubSpot
  3. 3. 1 The Inbound Marketing Philosophy2 Telling HubSpot’s Marketing Story3 White Bread vs. Wheat Bread Leads4 Measuring Your Marketing5 Questions Agenda
  4. 4. InboundMarketingPhilosophy
  5. 5. For decades, marketing focusedon pushing messages out.
  6. 6. 86%skip TV ads44%of direct mail is never opened 91% unsubscribe200mSay DO NOT CALL 7
  7. 7. Be moreinbound to drawpeople in at allstages of thesales andmarketingprocess. “Here’s some exceptional content, useful data &/or awesome service. Enjoy.”
  8. 8. Renting anAudience…
  9. 9. ...vs Building Assets
  10. 10. HowInboundMarketingWORKS.
  11. 11. 1 Get Found73%of B2B executives usesearch engines to findgoods & services fortheir business.
  12. 12. 2 Convert
  13. 13. 3 Analyze
  14. 14. 1 Get Found ( INBOUND ) MARKETING 2 Convert 3 Analyze
  15. 15. HubSpotMarketingStory
  16. 16. Get Found73%of B2B executives usesearch engines to findgoods & services fortheir business.
  17. 17. 10 Beta Customers 2 Leads Per DayCirca 2007 5 Employees $x Small seed investment by Founder 18
  18. 18. Customers 5961 3855 1150 317 48 3 2006 2007 2008 2009 2010 2011
  19. 19. Convert
  20. 20. Leads
  21. 21. 22
  22. 22. White Bread Leads
  23. 23. 24
  24. 24. Wheat Bread Leads
  25. 25. Analyze
  26. 26. Wheat Bread Lead Value VSB Marketer Enterprise Experiments VAR Demo $22.18 $138.86 $166.06 $29.44 $22.33Contact Sales $21.72 $80.92 $111.16 $39.99 $27.21 IMA $3.97 $56.09 $67.25 $5.71 $9.75 Free Trial $3.50 $31.27 $21.96 $3.08 $6.50White Bread $0.42 $6.44 $2.74 $0.44 $0.61
  27. 27. Wheat Bread Leads
  28. 28. Wheat Bread Leads
  29. 29. Wheat Bread Leads
  30. 30. Assessment Offer
  31. 31. Free Trial Offer
  32. 32. Assessment Offer
  33. 33. Assessment Offer
  34. 34. Demo Offer
  35. 35. 10+ Behavior-Based Lead Nurturing Series
  36. 36. Lead Nurturing Emails
  37. 37. Convert•  5-7% overall conversion rate•  1,200 landing pages with 45% conversion rate•  Hundreds of social media messages / month•  50-90 segmented and targeted emails / month•  10+ behavior-based lead nurturing series•  Intelligence about lead behavior drives alerts for sales team•  10,000 MQLs given to sales each month
  38. 38. 3 Analyze
  39. 39. Data is your friend.
  40. 40. 1,200 Landing Pages 45% conversion rate
  41. 41. 50-90 Targeted eMails/Month
  42. 42. Measure each stageof your sales& marketingprocess. VISITS PROSPECTS LEADS WO. LEADS OPPS CUST
  43. 43. Drill into each source to diagnose. Visitors Leads Sales SEO Social Media
  44. 44. Set targets for each key metric.
  45. 45. Measure progress DAILY. 100% 80% % Progress to Goal 60% Actual Goal 40% 20% 0% 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 Business Days Left in Month
  46. 46. 1 What does Your Wheat Bread Look Like?2 How Much are Those Leads Worth?3 Develop Calls-to-Action4 Use All Available Real Estate5 Measure and Report Summary
  47. 47. What isHubSpot?
  48. 48. + +You can domarketingthis way. + + + SEO Consultants
  49. 49. Or youAll-in-One can doMarketing Software marketing this way. 51
  50. 50. Search Engine Optimization Blogging & Social Media Lead Generation LeadAll-in-One Management Marketing Software Email & Automation Marketing Analytics 52
  51. 51. 3 days 2000 7 50+ 6 breakout inspiring 15 small 0 reasons inbound learning sessions keynotes group not to marketing tracks workshops GO! professionals Get
  52. 52.  25%
  53. 53.  off
  54. 54.  
  55. 55.  
  56. 56.   the
  57. 57.  Early
  58. 58.  Bird
  59. 59.   Price!
  60. 60.  
  61. 61.   COUPON
  62. 62.  CODE:
  63. 63.  
  64. 64.   ImGoing12
  65. 65.   REGISTER TODAY! http://inbound2012.eventbrite.com/www.InboundConference.com
  66. 66. All-in-One Free InstantMarketing Software Assessment of Your Marketing: http://Marketing.Grader.com Jeanne Hopkins Twitter.com/jeannehopkins Linkedin.com/in/jeannehopkins jhopkins@HubSpot.com www.HubSpot.com 54

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