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Kirsten Knipp HubSpot b2beu workshop dec2010.v2


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Kirsten Knipp, HubSpot, workshop at the Next Generation Marketing conference in Berlin

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Kirsten Knipp HubSpot b2beu workshop dec2010.v2

  1. 1. Inbound Marketing Workshop<br />Kirsten Knipp<br />Defining Content Strategy & Converting Calls to Action<br />
  2. 2. Get Found<br />Analyze<br />Convert<br />
  3. 3. Get Ready to Work Your Brain<br />
  4. 4. Inbound Experiment<br />Develop Content Strategy<br />Create Landing Pages<br />Discuss & Analyze<br />4<br />
  5. 5. Volunteers Needed …Prizes Awarded <br />Asking for volunteers in a few minutes … <br />You get:<br /><ul><li>Peer consulting
  6. 6. Great new offers
  7. 7. Inbound Book!</li></li></ul><li>6<br />Inbound Experiment<br />
  8. 8. Content Strategy to Draw People Down the Funnel<br />7<br />SUSPECT: Just Browsing, Attract Me<br />PROSPECT: Learning More <br />LEAD: Interested<br />Nurture & Engage<br />Different depth & value of content at each stage<br />Different willingness to share personal data at each stage<br />
  9. 9. Content for Suspects<br />Just Browsing, Attract Me … <br />Draw them in with optimized & FREE content<br />Blog Posts<br />Short Videos<br />Fun Testimonials<br />Any Short Form Content<br />Other<br />8<br />
  10. 10. Content for Prospects<br />I’m Learning More, Help me Research?<br />Give mid-weight content, for the price of ‘staying in touch’<br />Get an email address … <br />Tips<br />Checklists<br />Curated list of ‘best blogs’<br />Low touch tools (graders)<br />Contests<br />Other<br />9<br />
  11. 11. Content for Leads<br />Interested, Help Solve my Problem …<br />Remarkable content or offers, in return for details (full form)<br />eBooks & White Papers<br />Webinars<br />30-Minute assessments<br />Free Trials<br />Demo Request / RFP<br />Other<br />10<br />
  12. 12. Inbound Experiment | What are we doing?<br />11<br />
  13. 13. Volunteers Needed …Prizes Awarded <br />Volunteer, with laptop/wifi, to:<br /><ul><li>Describe your company & target prospects
  14. 14. Team brainstorm 3 different Content Offers
  15. 15. Team builds landing pages with HubSpot Free Trial
  16. 16. Discuss how you’d test
  17. 17. Share findings</li></li></ul><li>Inbound Experiment Instructions<br />Instruction worksheets coming around<br />Break into groups of 5 – 6 people<br />1 Volunteer Presenter per group<br />1 Scribe with Laptop with wifi per group <br />Share company info, product, target market<br />Brainstorm, discuss& debate content for:<br />Suspects<br />Prospects<br />Leads<br />Questions to ask:<br />Do you believe any content should be free? Why or why not?<br />How can you convince others to give content for free?<br />What offers would be optimal for prospects along your funnel?<br />How do you know if it is ‘good enough’ to collect a lead?<br />
  18. 18. Inbound Experiment Instructions continued<br />Start one free trial (instructions on sheet)<br />Build Landing Page for:<br />Prospect Oriented Content Offer<br />Lead Oriented Content Offer<br />Get team mate or Kirsten to complete forms<br />Report Out on Offers & Landing Pages<br />Kirsten to gather Portal IDs to display on screen<br />What did you learn?<br />How did you think about types of content offers<br />Share your examples<br />What did people agree / disagree on in terms of free content<br />
  19. 19. 15<br />Questions Before We Begin?<br />
  20. 20. Form Groups & Volunteer or Pick Someone<br />Form Groups & Find or Pick a Volunteer<br />
  21. 21. Reminder: What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
  22. 22. Free trials
  23. 23. Software documentation
  24. 24. New data
  25. 25. Funny videos
  26. 26. Top-notch blog posts</li>