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The Inbound
Journey
for a CEO
SUMA E P
@sumaep
➔ Hubspot, marketing automation products co.
◆ Inbound is about creating and sharing content
with the world.
◆ By creating...
Different from Outbound
via Mashable
➔ We have a website but I am not sure how reflective
it is of our business.
➔ We have an updated website. What should we d...
➔ Instead of starting with worrying about the hows,
you need to get the Why right.
◆ Not enough traffic on website; run ad...
➔ For B2B Marketers, website traffic is the most
often used metric.
➔ But the most important metrics are
◆ Sales lead qual...
Pitch
Goal
Promotion
06
Measurement
Prospect
The Usual Path
02 03
Pitch
04
Goal
05
Promotion
06
MeasurementStage in Buying
Cycle
01
Persona
Prospect
The Path to Take
➔ Who is your ideal target customer?
➔ Industry, size of company, geography
➔ Does she visit your site? Or does she ask he...
➔ You could have 4-5 different personas
◆ You sell Drupal to Media Companies & Not for Profits
● Media site owner (goals: ...
➔ Do they want Drupal? Or is it one of the options?
➔ How much do they know about Drupal?
➔ Are they ready to buy? Are the...
BUYER
STAGES
Awareness Consideration Decision
User
Behavior
Have realized and
expressed symptoms
of a potential problem
or...
➔ What’s your USP? The reasons why a prospect
should choose you over others.
➔ Marry the pitch to the prospect’s info need...
➔ What’s your voice?
➔ Differentiator (Certified engineers?
Contributions? Clients? Others?)
➔ Your culture (For hiring. O...
➔ Once you start building your stories, you want
them to yield results. And so you need goals.
◆ Traffic, bounce rate, ses...
What should be our
goals?
➔ To set the right expectations from your Inbound
marketing efforts
● Enough
relevant
content
● SEO hygiene
● A good user
...
➔ You have content that will work for the audience.
➔ Choose channels and see what works for a period
◆ If social, which c...
Medium businesses, Business & Industrial Segment, US
via ThinkwithGoogle
Customer Journey to Purchase
➔ This is a marathon, and should not be seen as a
sprint
➔ While you may map a result like a lead to a specific
ad, or a d...
➔ Measure everything
➔ Alexa rankings
➔ Website: Google Analytics, SumoMe, LeadIn
➔ Social analytics
➔ SEO: Moz, Rankwatch...
➔ Open rates and click rates
➔ Delivery rates
➔ Segmentation on the basis of personas
Email Analytics
Website User Journey
Conversion Journey
Social Analytics
➔ Email subject lines
➔ Website design and content
➔ Ad copies
➔ Keywords
A/B Testing
➔ Drupal SEO modules: All in one SEO, Yoast
➔ Ranking
➔ Social Media
➔ Content
➔ Marketing Automation
http://trackmaven.co...
ROI
➔ Cost per lead: Costs incurred at every step:
Resources, Tools, Advertising, etc. Map it to leads
generated.
➔ Cost o...
Persona Map if your website has relevant info for the Persona
Buying stage What’s the buying stage being addressed at your...
➔ Compare rankings of your website and competitors
➔ Are SEO best practices being followed or not?
◆ Number and types of e...
➔ The audit tells you where you stand.
➔ Identify the areas that need immediate work
➔ Assign work
➔ Put measures in place...
sumaep@niswey.com
Questions
SUMA E P
@sumaep
/nisweyFollow us on: /niswey /niswey
The Inbound Journey for a CEO
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The Inbound Journey for a CEO

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An insight into Inbound Marketing; why you need it and how you can go about it. Find out if you business is ready for a rewarding inbound marketing journey.

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The Inbound Journey for a CEO

  1. 1. The Inbound Journey for a CEO SUMA E P @sumaep
  2. 2. ➔ 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 Define Inbound
  3. 3. Different from Outbound via Mashable
  4. 4. ➔ 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 now? ➔ 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
  5. 5. ➔ 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?
  6. 6. ➔ 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
  7. 7. Pitch Goal Promotion 06 Measurement Prospect The Usual Path
  8. 8. 02 03 Pitch 04 Goal 05 Promotion 06 MeasurementStage in Buying Cycle 01 Persona Prospect The Path to Take
  9. 9. ➔ Who is your ideal target customer? ➔ Industry, size of company, geography ➔ Does she visit your site? Or does she ask her assistant? ➔ 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. Persona
  10. 10. ➔ You could have 4-5 different personas ◆ You sell Drupal to Media Companies & Not for Profits ● Media site owner (goals: traffic, engagement, ads) ● 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 Building Personas
  11. 11. ➔ 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 service? Stage in Buying Cycle
  12. 12. BUYER STAGES Awareness Consideration Decision User Behavior Have realized and expressed symptoms of a potential problem or opportunity Have clearly defined and given a name to their problem or opportunity Have defined their solution strategy, method, or approach Content Types Analyst reports Research reports eGuides & eBooks Editorial content Expert content White papers Educational content Comparison white papers Expert Guides Live interactions Webcast/podcast/video Vendor comparisons Product comparisons Case Studies Trial Download Product Literature Live Demo via HubSpot
  13. 13. ➔ 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 Pitch
  14. 14. ➔ 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 clearly? Your Pitch
  15. 15. ➔ 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 Goals Goals
  16. 16. What should be our goals?
  17. 17. ➔ To set the right expectations from your Inbound marketing efforts ● Enough relevant content ● SEO hygiene ● A good user experience ● Social updates ● Email strategy ● Experiment with advertising ● Analytics ● CRM readiness ● Accelerate on all fronts that work ● Marketing automation ● Keep measuring ● Agility to accommodate changes in biz Maturity Level Kickstarter Accelerator Jetsetter
  18. 18. ➔ You have content that will work for the audience. ➔ Choose channels and see what works for a period ◆ If social, which channels ◆ Email ◆ Advertising ◆ Guest posts ◆ Posting in communities ➔ Choose places where your Persona is. Hang out there in a responsible, useful manner. Takes time. Promotion
  19. 19. Medium businesses, Business & Industrial Segment, US via ThinkwithGoogle Customer Journey to Purchase
  20. 20. ➔ This is a marathon, and should not be seen as a sprint ➔ 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. Ongoing. Integrated
  21. 21. ➔ Measure everything ➔ Alexa rankings ➔ Website: Google Analytics, SumoMe, LeadIn ➔ Social analytics ➔ SEO: Moz, Rankwatch, Ahrefs, etc ➔ Email analytics ➔ Ads ➔ Automation: Hubspot, Act-On, SharpSpring ➔ Test: A/B test content, design, campaigns Measurement
  22. 22. ➔ Open rates and click rates ➔ Delivery rates ➔ Segmentation on the basis of personas Email Analytics
  23. 23. Website User Journey
  24. 24. Conversion Journey
  25. 25. Social Analytics
  26. 26. ➔ Email subject lines ➔ Website design and content ➔ Ad copies ➔ Keywords A/B Testing
  27. 27. ➔ Drupal SEO modules: All in one SEO, Yoast ➔ Ranking ➔ Social Media ➔ Content ➔ Marketing Automation http://trackmaven.com/blog/2015/05/the-biggest-list-of-marketing-tools/ Tools Tools
  28. 28. ROI ➔ Cost per lead: Costs incurred at every step: Resources, Tools, Advertising, etc. Map it to leads generated. ➔ 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 ROI
  29. 29. Persona Map if your website has relevant info for the Persona Buying stage What’s the buying stage being addressed at your website? All analytics Get a full analysis of what’s happening on the website, social channels, email. Performance over time. Keyword strategy Do you have any? Does it map to the Persona’s search behavior? Pitch Is your pitch being conveyed well? Start with an Audit
  30. 30. ➔ 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 SEO Audit
  31. 31. ➔ The audit tells you where you stand. ➔ Identify the areas that need immediate work ➔ Assign work ➔ Put measures in place ➔ Track every two weeks Next Steps
  32. 32. sumaep@niswey.com Questions SUMA E P @sumaep /nisweyFollow us on: /niswey /niswey

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