HubSpot: Inbound marketing your secrets to success

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HubSpot's EMEA Marketing Director speaking at HubSpot's Dublin Talk Series about Inbound Marketing and how you should utilise Inbound Marketing

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HubSpot: Inbound marketing your secrets to success

  1. 1. INBOUND MARKETING: Your Secrets to Success. Kieran Flanagan, Marketing Director (EMEA) @ HubSpot @searchbrat kflanagan@hubspot.com
  2. 2. Get Involved: #DublinTalkSeries.
  3. 3. Kieran Flanagan @searchbrat “Highly motivated marketing geek high on data crack.”
  4. 4. Our Inbound Marketing Methodology Source - http://www.hubspot.com/products/inbound-marketing/
  5. 5. for how your customers buy today
  6. 6. Have a Need 65% Europeans 88% UK B2B
  7. 7. Research Options Research Options
  8. 8. Trust Networks
  9. 9. 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
  10. 10. Convert
  11. 11. Retain Customers Retain
  12. 12. Your consumer has changed, They are in control.
  13. 13. Don’t Interrupt
  14. 14. Be What’s Consumed
  15. 15. Inbound Marketing is the art of creating persona driven marketing across your entire funnel. @Searchbrat
  16. 16. How You Can be Successful with Inbound Marketing.
  17. 17. 1 BUYER PERSONAS KNOW YOUR BUYER PERSONAS11 Be Relevant
  18. 18. 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
  19. 19. #inbound12 Buyer Personas Building Buyer Personas tell us who we are creating content for and why they will buy from us.
  20. 20. @CMIContent “72% of UK B2B Marketers will be producing much more content next year than they did this year.”
  21. 21. Standing out from the crowd will be is important
  22. 22. What is a Buyer Persona?
  23. 23. Semi- fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. What is a Buyer Persona?
  24. 24. 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
  25. 25. Researching Your Personas: Know What To Ask.1
  26. 26. Persona Profile Checklist
  27. 27. Researching Your Personas: Know Who To Ask.2
  28. 28. Research your customers
  29. 29. Listen on Social Media Segment Your Lists
  30. 30. Use Lead Intelligence
  31. 31. Form fields Woah! Wow! Cool! Good to know! Yes! Awesome! Great!
  32. 32. Talk to sales The biggest problem our prospects have is…
  33. 33. 3 Create Marketing Assets Create a Content Machine22 Create a Content Machine
  34. 34. @TheSalesLion Great content is the best sales tool in the world.
  35. 35. “It’s easy for HubSpot to talk about content. They have lot’s of resources.”
  36. 36. Close 0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 2006 2007 2008 2009 2010 2011 2012 TRAFFIC TO HUBSPOT.COM We started here
  37. 37. 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)
  38. 38. Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
  39. 39. Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
  40. 40. Close Curating Industry News
  41. 41. Close Curating Industry News
  42. 42. Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
  43. 43. Close NewsJacking
  44. 44. Close Data Driven Content
  45. 45. Close Data Driven Content
  46. 46. Close Interactive Tools
  47. 47. Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
  48. 48. Close
  49. 49. Blog & eBooks Tools Photos Videos & Podcasts Presentations RECYLCE IN LOTS OF FORMATS
  50. 50. Close Recycle Curated Created CoMarket Resources Required Expected Results YOUR CONTENT TYPES
  51. 51. Close Think Partnerships
  52. 52. THINK LIKE A PUBLISHING COMPANY.
  53. 53. Great content teams suck in valuable information Great content teams suck in valuable information
  54. 54. ASSETS MEAN YOU OWN YOUR MARKETING Vs 70% of our blog leads are from OLD articles
  55. 55. 3 Create Marketing Assets Create a Content Machine23 Context to Personalise your Funnel3 USE CONTEXT TO PERSONALIS
  56. 56. PERSONALISE YOUR MARKETING Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Enterprise Erin Owner Ollie
  57. 57. ATTRACT QUALIFIED VISITS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  58. 58. CONTEXT TO PERSONALISE DelightI’m a lead I’m a new visitor
  59. 59. CONVERTS INTO QUALIFIED LEADS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  60. 60. CONTEXT TO SEGMENT Delight I love this topic Easily send follow up offer to all people who download this content
  61. 61. CLOSES ACTUAL SALES Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  62. 62. CONTEXT TO SELL MORE Delight I am ready to be called
  63. 63. DELIGHTS YOUR CUSTOMERS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  64. 64. CONTEXT TO DELIGHT CUSTOMERS I’m already a customer
  65. 65. Questions ? Give Feedback #DublinTalkSeries.
  66. 66. 4 MEASURE LIKE a BOSS Act like a Sales team 4 Act like a Sales team 4
  67. 67. KNOW HOW YOU ARE PERFORMING ACROSS THE ENTIRE FUNNEL Visits 25,199 Prospects 7,458 Opps Created 1,828 Demos Delivered 681 Customers 248
  68. 68. Align Your Marketing & Sales € Demo € Trial € Contact Sales € IMA
  69. 69. Measure daily, Evolve Fast

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