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Inbound Marketing - Your Secrets to Success

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Inbound Marketing - Your Secrets to Success

  1. INBOUND MARKETING: Your Secrets to Success. Kieran Flanagan, Marketing Director (EMEA) @ HubSpot @searchbrat kflanagan@hubspot.com
  2. Kieran Flanagan @searchbrat “Highly motivated marketing geek high on data crack.”
  3. Our Inbound Marketing Methodology Source - http://www.hubspot.com/products/inbound-marketing/
  4. for how your customers buy today
  5. Have a Need 65% Europeans
  6. Research Options Research Options
  7. Trust Networks
  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. Convert
  10. Retain Customers Retain
  11. Your consumer has changed, They are in control.
  12. Don’t Interrupt
  13. Be What’s Consumed
  14. Inbound Marketing is the art of creating persona driven marketing across your entire funnel. @Searchbrat
  15. How You Can be Successful with Inbound Marketing.
  16. 1 BUYER PERSONAS KNOW YOUR BUYER PERSONAS11 Be Relevant
  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. 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. Researching Your Personas: Know What To Ask.1
  20. Persona Profile Checklist
  21. Researching Your Personas: Know Who To Ask.2
  22. Research your customers
  23. Listen on Social Media Segment Your Lists
  24. Use Lead Intelligence
  25. Form fields Woah! Wow! Cool! Good to know! Yes! Awesome! Great!
  26. Talk to sales The biggest problem our prospects have is…
  27. 3 Create Marketing Assets Create a Content Machine22 Create a Content Machine
  28. @TheSalesLion Great content is the best sales tool in the world.
  29. “It’s easy for HubSpot to talk about content. They have lot’s of resources.”
  30. Close 0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 2006 2007 2008 2009 2010 2011 2012 TRAFFIC TO HUBSPOT.COM We started here
  31. 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)
  32. Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
  33. Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
  34. Close Curating Industry News
  35. Close Curating Industry News
  36. Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
  37. Close NewsJacking
  38. Close Data Driven Content
  39. Close Data Driven Content
  40. Close Interactive Tools
  41. Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
  42. Close
  43. Blog & eBooks Tools Photos Videos & Podcasts Presentations RECYLCE IN LOTS OF FORMATS
  44. Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
  45. Close Think Partnerships
  46. THINK LIKE A PUBLISHING COMPANY.
  47. Great content teams suck in valuable information Great content teams suck in valuable information
  48. ASSETS MEAN YOU OWN YOUR MARKETING Vs 70% of our blog leads are from OLD articles
  49. 3 Create Marketing Assets Create a Content Machine23 Context to Personalise your Funnel3 USE CONTEXT TO PERSONALIS
  50. PERSONALISE YOUR MARKETING Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Enterprise Erin Owner Ollie
  51. ATTRACT QUALIFIED VISITS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  52. CONTEXT TO PERSONALISE DelightI’m a lead I’m a new visitor
  53. CONVERTS INTO QUALIFIED LEADS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  54. CONTEXT TO SEGMENT Delight I love this topic Easily send follow up offer to all people who download this content
  55. CLOSES ACTUAL SALES Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  56. CONTEXT TO SELL MORE Delight I am ready to be called
  57. DELIGHTS YOUR CUSTOMERS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  58. CONTEXT TO DELIGHT CUSTOMERS I’m already a customer
  59. 4 MEASURE LIKE a BOSS Act like a Sales team 4 Act like a Sales team 4
  60. Align Your Marketing & Sales € Demo € Trial € Contact Sales € IMA
  61. Measure daily, Evolve Fast
  62. Questions ?

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