➔ Hubspot, marketing automation products co.
◆ Inbound is about creating and sharing content
with the world.
◆ By creating content specifically designed to
appeal to your dream customers, inbound
attracts qualified prospects to your business and
keeps them coming back for more.
◆ Inbound: Outbound preference is 3:1*
State of Inbound 2015
➔ We have a website but I am not sure how reflective
it is of our business.
➔ We have an updated website. What should we do
➔ We have an SEO agency. We now need social.
➔ Does blogging still work?
➔ I don’t open emailers I get. So I don’t think it works.
➔ Adwords work for me. Why put money elsewhere?
Common Inbound Qs
➔ Instead of starting with worrying about the hows,
you need to get the Why right.
◆ Not enough traffic on website; run ads, run social.
◆ You get lots of traffic on your website. :)
◆ But the bounce rate is 90% :(
◆ Irrelevant traffic?
➔ Why do you need the traffic?
Why do it?
➔ For B2B Marketers, website traffic is the most
often used metric.
➔ But the most important metrics are
◆ Sales lead quality (87%)
◆ Sales (84%)
◆ Higher conversion rates (82%)
*2016 B2B Content Marketing Benchmarks, CMI
B2B Benchmarks Say
The Usual Path
MeasurementStage in Buying
The Path to Take
➔ Who is your ideal target customer?
➔ Industry, size of company, geography
➔ Does she visit your site? Or does she ask her
➔ Designation, Interests, Influencers? Places?
➔ How does she access info? What time works best?
➔ What are her challenges? Aspirations?
➔ What does success mean to her?
...and so on.
➔ You could have 4-5 different personas
◆ You sell Drupal to Media Companies & Not for Profits
● Media site owner (goals: traffic, engagement,
● Not for profit site manager (goals: funding)
➔ Do the exercise with sales & marketing teams
➔ So everyone understands the personas very well
ACTION POINT: http://makemypersona.com
➔ Do they want Drupal? Or is it one of the options?
➔ How much do they know about Drupal?
➔ Are they ready to buy? Are they exploring?
➔ Are they comparing agencies?
AWARENESS | CONSIDERATION | DECISION
➔ Where do you want to address them? For each
Stage in Buying Cycle
Awareness Consideration Decision
Have realized and
of a potential problem
Have clearly defined and
given a name to their
problem or opportunity
Have defined their
strategy, method, or
eGuides & eBooks
Comparison white papers
➔ What’s your USP? The reasons why a prospect
should choose you over others.
➔ Marry the pitch to the prospect’s info need, to
create stories from within
➔ Blogs, case studies, white papers, videos,
infographics, podcasts, webinars
➔ What’s your voice?
➔ Differentiator (Certified engineers?
Contributions? Clients? Others?)
➔ Your culture (For hiring. Or a prospect could look
beyond tech skills)
➔ You have 30 seconds to 3 minutes to grab
attention. Does all this come out on your website
➔ Once you start building your stories, you want
them to yield results. And so you need goals.
◆ Traffic, bounce rate, session time
◆ Comparison with competition
◆ Social reach and engagement
◆ User signups, if you are building a community
◆ Email open rates, CTRs
◆ Ad conversions
◆ Leads: MQLs
➔ To set the right expectations from your Inbound
● SEO hygiene
● A good user
● Social updates
● Email strategy
● CRM readiness
● Accelerate on all
fronts that work
● Keep measuring
● Agility to
changes in biz
Kickstarter Accelerator Jetsetter
➔ You have content that will work for the audience.
➔ Choose channels and see what works for a period
◆ If social, which channels
◆ Guest posts
◆ Posting in communities
➔ Choose places where your Persona is. Hang out
there in a responsible, useful manner. Takes time.
Medium businesses, Business & Industrial Segment, US
Customer Journey to Purchase
➔ This is a marathon, and should not be seen as a
➔ While you may map a result like a lead to a specific
ad, or a download, it doesn’t necessarily mean that
it’s that specific thing that worked.
➔ Email subject lines
➔ Website design and content
➔ Ad copies
➔ Drupal SEO modules: All in one SEO, Yoast
➔ Social Media
➔ Marketing Automation
➔ Cost per lead: Costs incurred at every step:
Resources, Tools, Advertising, etc. Map it to leads
➔ Cost of not doing this: Focus on increasing organic
traffic is low. Focus on ads will be high.
Competition rises, so will Adwords cost.
➔ Lifetime value of the content you create and
promote: 2 years is the lifespan of a post*
IZEA & Halverson Group
Persona Map if your website has relevant info for the Persona
Buying stage What’s the buying stage being addressed at your
All analytics Get a full analysis of what’s happening on the website,
social channels, email. Performance over time.
Do you have any? Does it map to the Persona’s search
Pitch Is your pitch being conveyed well?
Start with an Audit
➔ Compare rankings of your website and competitors
➔ Are SEO best practices being followed or not?
◆ Number and types of errors
◆ Keywords being used
◆ Page titles, meta description are unique/duplicate
◆ Alt-text for images
◆ Page load time
◆ Mobile performance
◆ Number and types of backlinks
◆ Page naming being followed or not as per keywords
➔ The audit tells you where you stand.
➔ Identify the areas that need immediate work
➔ Assign work
➔ Put measures in place
➔ Track every two weeks
SUMA E P
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