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Template Resources for
Partners
Inbound Methodology Slides
#IMW15
The time to change is
now…
#IMW15
1 What is outbound marketing?
2 What is inbound marketing?
3 The philosophy of inbound
4 The methodology of inbound
5 The ...
What is outbound
marketing?
More luck than judgement?
#IMW15
Source: Moz.com
Reasons why outbound no
longer works
1. Too many media
messages
Not only has the media
landscape grown by type;
each type has grown
exponentially by volume.
#IMW15
The proliferation of media.
Advertising was
proliferating faster than
laws were implemented
to regulate it, which leads
us to ...
#IMW15
2. Deceptive advertising
of consumers need to hear
company claims63% 3-5x before they’ll actually
believe them!
Consumers are accustomed to false c...
Interruption
False claims
Over-promising
Under-delivering
Brand egocentrism
Exploitation
Lawsuits
This
changed
everything....
3. Technology has
empowered the
consumer
Consumers gained access to tools
and information that enabled them
to dodge interruptive brand
messages and instead seek o...
Caller id
PVRs
The do not call list
Spam software
Broadband internet
Smartphones
Social media
This
Changed
Everything.
#IM...
What is Inbound
Marketing?
Instead of buying ads, buying email
lists, or cold calling, inbound
marketing focuses on creating
educational content that...
Inbound is an approach to marketing that reaches
today’s consumer.
Understand what
content pulls your
buyers through the
s...
Inbound marketing
in a nutshell:
Market with a magnet,
not a sledgehammer.
#IMW15
Why does inbound
marketing work?
Pre-internet.
• Buyer: relatively uninformed.
• Buyer journey: linear.
• Marketing playbook:
interrupt (cold calls and
adv...
By aligning the content you publish
with your customer’s interests, you can
earn permission to market to prospects
that yo...
How does inbound work?
The methodology
facilitates the buyer
journey through the sales
funnel – from strangers to
promoters of your brand.
#IMW15
#IMW15
Fundamentals of inbound
marketing #1 …
Focus on your business goals
Top line goal:
£12,000 in new business
Average order value:
£2,000
Current lead to customer conversion:
10%. Example: 100 ...
Fundamentals of inbound
marketing #2 …
Don’t lose sight of your audience
Align activity to
your buyer
personas
Sample Sally
• The following slides are based on the buyer persona for a fictional software
company and are purely illustr...
Sample Sally
GOALS
Keep employees happy and turnover low
Support legal and finance teams
CHALLENGES
Getting everything don...
Sample Sally
REAL QUOTES
“It’s been difficult getting company-wide adoption of new
technologies in the past.”
“I don’t hav...
Sample Sally
MARKETING MESSAGING
Integrated HR Database Management
ELEVATOR PITCH
We give you an intuitive database that i...
Fundamentals of inbound
marketing #3 …
Not all buyers are ready to buy
Along the top are the four actions (Get found, engage, convert
analyse) companies must take in order to obtain visitors, l...
Tools to attract strangers to your site
include:
• Blogging
• Social media
• Keyword optimization
• Site pages
Step 1: Get...
We’re going to take a
moment to emphasise
the importance of
blogging because it’s that
important ...
#IMW15
Companies blog because
it’s one of the most
effective ways to attract
potential customers to
your site.
#IMW15
The average company that
blogs generates:
Seriously. Blogging works.
Source: HubSpot
55% 97% 434%
more indexed
pages
more ...
Companies that blog generate 126%
more leads than those that don’t.
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
Blog No bl...
Source: HubSpot
Blogging is regularly linked to higher ROI.
Blogging Do’s and Don’ts
Do
Add a keyword to every blog title
Add an image to every blog
Add a call-to-action to every pos...
Blogging isn’t the only
tool that effectively
attracts customers to
you, though.
#IMW15
You must share remarkable
content and valuable
information on the social
web, engage with your
prospects, and put a human
...
Consider your audience
Relevant content + right channel + right time
#IMW15
Consider your goals
Goals =Traffic, leads and sales
Social is a good source of leads
Regularly share links to landing pages
Don’t be boring…Visual engages
Posts with visuals receive 94% more page visits and engagement.
Visual data is processed mu...
You need to carefully, analytically pick
keywords, optimize your pages,
create content, and build links around
the terms y...
Search engines and users like
frequently updated websites, so you
need to transform your site into a
beacon of helpful, fr...
Now, what tools do you
use to turn traffic into
leads?
Tools to convert visitors into leads
include:
• Premium content
• Calls-to-Action
• Landing Pages
• Contacts Database
Step...
Premium content development
Align to your buyer personas:
• Pain points
• Solutions
• Evidence
• The Sell
Calls-to-action (CTAs) are buttons or links that encourage your visitors to
take action, like “download a whitepaper” or “...
When a website visitor clicks on a
CTA, they should then be sent to a
landing page where the offer in the
call-to-action i...
Landing page best practices
Do
Use clear, compelling headings
Explain the value of the offer to your
persona
Include image...
Bad landing page
Keep track of the leads you're
converting in a centralized marketing
database so you can make sense out
of every interacti...
What tools do you use to
turn leads into
customers?
#IMW15
Tools to convert leads into customers
include:
• MarketingAutomation
• Email marketing
Step 3: Convert
Close leads into cu...
What if a visitor clicks on your CTA
and fills out a form on a landing page
to download a whitepaper, but still
isn’t read...
#IMW15
If a visitor downloaded a whitepaper
from you in the past, you might want
to send that lead a series of related
emails. Bu...
The Do’s and Don’ts of marketing
automation
Do
Understand that marketing
automation is a technology, not a
strategy
Take a...
Tools to analyse results include
• Analytics
• CRM
• Closed loop reporting
Step 4: Analyse
Measure and improve
Know which marketing efforts are
bringing in the best leads and
whether your sales team is focused
on the most qualified l...
Treat people like people and earn
trust by using smart content and
personalisation tokens to create a
tailored experience ...
To recap…
Here’s how the inbound
methodology and tools all
come together.
#IMW15
1) GET FOUND:
TRAFFIC GENERATION
2) ENGAGE: GET LEADS
3) CONVERT: GET CUSTOMERS
4) ANALYSE: OPTIMISE
Create blog content, ...
Does it work? Absolutely.
300% increase
in organic
traffic
100% social
audience
growth
2500%YOY
social traffic
increase
10...
5
Finally....
Tweet about the event using the hashtag
#IMW15
Subscribe to the Katapult blog
blog.katapult.co.uk
Marketing with magnet (not with a sledgehammer)
Marketing with magnet (not with a sledgehammer)
Marketing with magnet (not with a sledgehammer)
Marketing with magnet (not with a sledgehammer)
Marketing with magnet (not with a sledgehammer)
Marketing with magnet (not with a sledgehammer)
Marketing with magnet (not with a sledgehammer)
Marketing with magnet (not with a sledgehammer)
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Marketing with magnet (not with a sledgehammer)

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As part of global inbound marketing week 2015, Katapult hosted a free business event at the University of Derby. Titled 'Marketing with a magnet (not with a sledgehammer) the event covered why outbound marketing techniques are no longer effective, and why inbound marketing is the way forward.

Our Digital Marketing Director, Martin Broadhurst was the speaker at the event. He shared insights on how to use inbound marketing techniques to draw buyers toward your digital channels where they can learn more about what you offer on their own terms.

Published in: Marketing
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Marketing with magnet (not with a sledgehammer)

  1. 1. Template Resources for Partners Inbound Methodology Slides #IMW15
  2. 2. The time to change is now… #IMW15
  3. 3. 1 What is outbound marketing? 2 What is inbound marketing? 3 The philosophy of inbound 4 The methodology of inbound 5 The tools of inbound 6 Additional resource Agenda #IMW15
  4. 4. What is outbound marketing? More luck than judgement? #IMW15
  5. 5. Source: Moz.com
  6. 6. Reasons why outbound no longer works
  7. 7. 1. Too many media messages
  8. 8. Not only has the media landscape grown by type; each type has grown exponentially by volume. #IMW15
  9. 9. The proliferation of media.
  10. 10. Advertising was proliferating faster than laws were implemented to regulate it, which leads us to ... #IMW15
  11. 11. 2. Deceptive advertising
  12. 12. of consumers need to hear company claims63% 3-5x before they’ll actually believe them! Consumers are accustomed to false claims and deceit in advertising, so even when clever ads are seen by consumers, they’re thought to be dishonest.
  13. 13. Interruption False claims Over-promising Under-delivering Brand egocentrism Exploitation Lawsuits This changed everything. #IMW15
  14. 14. 3. Technology has empowered the consumer
  15. 15. Consumers gained access to tools and information that enabled them to dodge interruptive brand messages and instead seek out information when they’re ready. Technology has empowered the consumer
  16. 16. Caller id PVRs The do not call list Spam software Broadband internet Smartphones Social media This Changed Everything. #IMW15
  17. 17. What is Inbound Marketing?
  18. 18. Instead of buying ads, buying email lists, or cold calling, inbound marketing focuses on creating educational content that pulls people toward your website where they can learn more about what you sell on their own accord. #IMW15
  19. 19. Inbound is an approach to marketing that reaches today’s consumer. Understand what content pulls your buyers through the sales funnel, and use that context to personalize your marketing at scale. Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media. #IMW15
  20. 20. Inbound marketing in a nutshell: Market with a magnet, not a sledgehammer. #IMW15
  21. 21. Why does inbound marketing work?
  22. 22. Pre-internet. • Buyer: relatively uninformed. • Buyer journey: linear. • Marketing playbook: interrupt (cold calls and advertising). Think about it. Today. • Buyer: well-informed. • Buyer journey: fluid and random. Starts with google. • Marketing playbook: thought leadership through content creation. #IMW15
  23. 23. By aligning the content you publish with your customer’s interests, you can earn permission to market to prospects that you can convert into leads, close into customers, and delight to the point they come promoters of your brand. Earning your buyers’ trust #IMW15
  24. 24. How does inbound work?
  25. 25. The methodology facilitates the buyer journey through the sales funnel – from strangers to promoters of your brand. #IMW15
  26. 26. #IMW15
  27. 27. Fundamentals of inbound marketing #1 … Focus on your business goals
  28. 28. Top line goal: £12,000 in new business Average order value: £2,000 Current lead to customer conversion: 10%. Example: 100 leads = 10 customers Current website visitor to lead conversion 1.5% Example: 1000 hits = 15 leads Monthly Targets 4000 visitors 60 leads 6 customers Align activity to your business goals and objectives
  29. 29. Fundamentals of inbound marketing #2 … Don’t lose sight of your audience
  30. 30. Align activity to your buyer personas
  31. 31. Sample Sally • The following slides are based on the buyer persona for a fictional software company and are purely illustrative. BACKGROUND • Head of Human Resources • Worked at the same company for 10 years; worked her way up from HR Associate • Married with 2 children (10 and 8) DEMOGRAPHICS • Skews female • Age 30-45 • Dual HH Income: £100,000 • Suburban IDENTIFIERS • Calm demeanor • Probably has an assistant screening calls • Asks to receive collateral mailed/printed
  32. 32. Sample Sally GOALS Keep employees happy and turnover low Support legal and finance teams CHALLENGES Getting everything done with a small staff Rolling out changes to the entire company HOW WE HELP Make it easy to manage all employee data in one place Integrate with legal and finance teams’ systems
  33. 33. Sample Sally REAL QUOTES “It’s been difficult getting company-wide adoption of new technologies in the past.” “I don’t have time to train new employees on a million different databases and platforms.” “I’ve had to deal with so many painful integrations with other departments’ databases and software.” COMMON OBJECTIONS I’m worried I’ll lose data transitioning to a new system. I don’t want to have to train the entire company on how to use a new system.
  34. 34. Sample Sally MARKETING MESSAGING Integrated HR Database Management ELEVATOR PITCH We give you an intuitive database that integrates with your existing software and platforms, and lifetime training to help new employees get up to speed quickly.
  35. 35. Fundamentals of inbound marketing #3 … Not all buyers are ready to buy
  36. 36. Along the top are the four actions (Get found, engage, convert analyse) companies must take in order to obtain visitors, leads, and customers. The inbound methodology #IMW15
  37. 37. Tools to attract strangers to your site include: • Blogging • Social media • Keyword optimization • Site pages Step 1: Get Found Attract strangers and turn them into website visitors.
  38. 38. We’re going to take a moment to emphasise the importance of blogging because it’s that important ... #IMW15
  39. 39. Companies blog because it’s one of the most effective ways to attract potential customers to your site. #IMW15
  40. 40. The average company that blogs generates: Seriously. Blogging works. Source: HubSpot 55% 97% 434% more indexed pages more website visitors more inbound links #IMW15
  41. 41. Companies that blog generate 126% more leads than those that don’t. 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% Blog No blog AverageMonthlyLeadGrowth Source: HubSpotSurvey N = 2,300
  42. 42. Source: HubSpot Blogging is regularly linked to higher ROI.
  43. 43. Blogging Do’s and Don’ts Do Add a keyword to every blog title Add an image to every blog Add a call-to-action to every post Keep your buyer persona in mind when writing Share your articles across your social media accounts a few times Make sure your blog subscribers receive an email update Don’t Write short, low quality articles Write exclusively about company news Keep telling people how brilliant your products and services are Copy and paste other people’s articles
  44. 44. Blogging isn’t the only tool that effectively attracts customers to you, though. #IMW15
  45. 45. You must share remarkable content and valuable information on the social web, engage with your prospects, and put a human face on your brand. You need to be active on social media too…
  46. 46. Consider your audience Relevant content + right channel + right time #IMW15
  47. 47. Consider your goals Goals =Traffic, leads and sales Social is a good source of leads Regularly share links to landing pages
  48. 48. Don’t be boring…Visual engages Posts with visuals receive 94% more page visits and engagement. Visual data is processed much faster by the brain than text is. More than 75% of brand posts shared on Facebook are photos.
  49. 49. You need to carefully, analytically pick keywords, optimize your pages, create content, and build links around the terms your ideal buyers are searching for. You should create content around targeted keywords as well. #IMW15
  50. 50. Search engines and users like frequently updated websites, so you need to transform your site into a beacon of helpful, fresh, and optimized pages to appeal to your ideal buyers without having to rely on IT. Keep your website fresh
  51. 51. Now, what tools do you use to turn traffic into leads?
  52. 52. Tools to convert visitors into leads include: • Premium content • Calls-to-Action • Landing Pages • Contacts Database Step 2: Engage Convert website visitors into leads.
  53. 53. Premium content development
  54. 54. Align to your buyer personas: • Pain points • Solutions • Evidence • The Sell
  55. 55. Calls-to-action (CTAs) are buttons or links that encourage your visitors to take action, like “download a whitepaper” or “attend a webinar.” If you don’t have CTAs or if they aren’t enticing enough, you won’t generate leads. Entice your visitors to claim an offer with calls-to-action.
  56. 56. When a website visitor clicks on a CTA, they should then be sent to a landing page where the offer in the call-to-action is fulfilled, and where the prospect submits information that your sales team can use to begin a conversation with them. Drive visitors to landing pages where they can become leads. #IMW15
  57. 57. Landing page best practices Do Use clear, compelling headings Explain the value of the offer to your persona Include images Include social sharing links Capture details using a form Don’t Include navigation away from the page Write in large paragraphs of text Add too many fields on your form Use jargon or generic ‘submit’ buttons #IMW15
  58. 58. Bad landing page
  59. 59. Keep track of the leads you're converting in a centralized marketing database so you can make sense out of every interaction you’ve had with your contacts – be it through email, a landing page, or social media. Utilise your CRM and collect data to hone your activities
  60. 60. What tools do you use to turn leads into customers? #IMW15
  61. 61. Tools to convert leads into customers include: • MarketingAutomation • Email marketing Step 3: Convert Close leads into customers through lead nurturing.
  62. 62. What if a visitor clicks on your CTA and fills out a form on a landing page to download a whitepaper, but still isn’t ready to become a customer? Nurture them with a series of emails focused on useful, relevant content until they’re ready. Send targeted emails to leads to pull them through the sales funnel.
  63. 63. #IMW15
  64. 64. If a visitor downloaded a whitepaper from you in the past, you might want to send that lead a series of related emails. But if they follow you on twitter and visited certain pages on your website, you might want to tailor the messaging. Go beyond email by using automation informed by context and lifecycle.
  65. 65. The Do’s and Don’ts of marketing automation Do Understand that marketing automation is a technology, not a strategy Take advantage of automation technology to build lead nurturing workflows Automate email communications especially from your sales team Make sure you’re collecting enough of the right data to make automation really work for you Don’t Overlook all the things that can be automated and what you can gain from an automation process Don’t automate the wrong things Don’t send generic email communications Forget to align your automation strategy to your persona #IMW15
  66. 66. Tools to analyse results include • Analytics • CRM • Closed loop reporting Step 4: Analyse Measure and improve
  67. 67. Know which marketing efforts are bringing in the best leads and whether your sales team is focused on the most qualified leads by integrating with your customer relationship management (CRM) system. Links marketing with sales. / Sales & marketing alignment Close the loop by integrating your marketing tools with your CRM.
  68. 68. Treat people like people and earn trust by using smart content and personalisation tokens to create a tailored experience based on prospects’ needs across all of your marketing channels – from CTAs to email to landing pages. Keep the cycle going by continually nurturing with personalised content.
  69. 69. To recap… Here’s how the inbound methodology and tools all come together. #IMW15
  70. 70. 1) GET FOUND: TRAFFIC GENERATION 2) ENGAGE: GET LEADS 3) CONVERT: GET CUSTOMERS 4) ANALYSE: OPTIMISE Create blog content, search engine optimize (SEO) that content, and promote it on social media sites. Place calls-to-action throughout your website, blog, social accounts, and email to drive visitors to landing pages with forms. Send leads targeted, automated emails to drive them through your buying cycle. Provide your sales team with lead intelligence for more effective sales calls. Analyse the success of your marketing campaigns, and determine which areas need further optimisation or personalisation for future success.
  71. 71. Does it work? Absolutely. 300% increase in organic traffic 100% social audience growth 2500%YOY social traffic increase 100% increase in leads
  72. 72. 5 Finally.... Tweet about the event using the hashtag #IMW15 Subscribe to the Katapult blog blog.katapult.co.uk

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