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DFB2B 2016 - How to build the perfect funnel.

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Ian Stanley - How to build the perfect funnel.
Digital Future of B2B 2016 - High Tech Campus Eindhoven

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DFB2B 2016 - How to build the perfect funnel.

  1. 1. Ian Stanley | Marketing Director | HubSpot Personalising Conversions How to Build the Perfect Funnel
  2. 2. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter @meanoiano
  3. 3. Blog Subscribers, Followers on Medium/YouTube/LinkedIn Downloads, Leads, Social Shares, Campaign Reach Customers, Average Sale Price
 LTV:CAC Followers & Fans, Likes & Retweets, Website Visitors Marketing and Sales qualified leads Sales opps,
 Opp value, LET’S TALK ABOUT GOALS
  4. 4. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
  5. 5. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter More Traffic MARKETING SUCCESS
  6. 6. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter More Traffic MARKETING SUCCESS More Leads
  7. 7. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter More Traffic MARKETING SUCCESS More Customers More Leads
  8. 8. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
  9. 9. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Finding Good Quality Content PROSPECT SUCCESS
  10. 10. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Finding Good Quality Content PROSPECT SUCCESS Getting Answers to Questions
  11. 11. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Finding Good Quality Content PROSPECT SUCCESS Finding Solutions to Their Problems Getting Answers to Questions
  12. 12. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Our Prospects Don’t Want to Feel Like They Are Part of a Crowd
  13. 13. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter They Have Different Needs, Face Different Challenges and Are at Different Stages of the Buying Process.
  14. 14. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter • Free Whitepapers’ • Free Guides • Free Tip-Sheets • Free eBooks • Free Checklists • Free Videos • Free Kits AWARENESS 
 STAGE • Free Webinars • Case Studies • Free Sample • Product Spec • Sheets Catalogs CONSIDERATION
 STAGE • Free Trials • Demos • Free Consultations • Estimates / Quotes • Coupons DECISION 
 STAGE Build content for each stage of the buying cycle.
  15. 15. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter in Context Putting Content
  16. 16. Source: Janrain to do with their interests  74%of online consumers get frustrated when website content appears that has NOTHING
  17. 17. This is Dharmesh
  18. 18. This is Brian
  19. 19. CONTEXT IS PERSONAL, 
 NOT ONE SIZE FITS ALL.
  20. 20. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Marketing Funnel Adding Context to Your
  21. 21. Gathering Information Personalising the Experience Using Context to Drive Revenue 2 3 4 Adding Context to Your Marketing Funnel Know your target audience1
  22. 22. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Getting to know your target audience1
  23. 23. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter What did the last person who bought your product/service look like? Semi- fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behaviour patterns, motivations, and goals. Getting to know your target audience
  24. 24. #GrowWithHubSpot Profile: • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 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 Mary loves HubSpot because:
 • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO Marketing Mary Getting to know your target audience
  25. 25. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Gather information2
  26. 26. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Gather Information
  27. 27. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Gather Information
  28. 28. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Gather Information
  29. 29. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Gather Information
  30. 30. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Gather Information
  31. 31. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter What challenge they’re
 trying to overcome. Who they are, and how
 we can get in touch. Who they work with and the profile of the company. Which department they work with and at what level. Gather Information
  32. 32. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter What challenge they’re
 trying to overcome. Who they are, and how
 we can get in touch. Who they work with and the profile of the company. Which department they work with and at what level. Gather Information
  33. 33. Form Submissions Name Email & Phone Role & Department Company & Industry Employees / Team Challenges / Goals Geographic location Gather Information
  34. 34. Interactions Blog articles read Forms completed Content downloaded Website visits Emails opened Social media actions Videos watched Form Submissions Name Email & Phone Role & Department Company & Industry Employees / Team Challenges / Goals Geographic location Gather Information
  35. 35. Build a 360° view of every contact Interactions Blog articles read Forms completed Content downloaded Website visits Emails opened Social media actions Videos watched Form Submissions Name Email & Phone Role & Department Company & Industry Employees / Team Challenges / Goals Geographic location Gather Information
  36. 36. Build a 360° view of every contact Who they are Interactions Blog articles read Forms completed Content downloaded Website visits Emails opened Social media actions Videos watched Form Submissions Name Email & Phone Role & Department Company & Industry Employees / Team Challenges / Goals Geographic location Gather Information
  37. 37. Build a 360° view of every contact Who they are What they are interested in Interactions Blog articles read Forms completed Content downloaded Website visits Emails opened Social media actions Videos watched Form Submissions Name Email & Phone Role & Department Company & Industry Employees / Team Challenges / Goals Geographic location Gather Information
  38. 38. Personalise the experience across every interaction3
  39. 39. Personalise the experience - Blog Mary (Stranger)
  40. 40. Mary (Stranger) Mary (Lead) Personalise the experience - Blog
  41. 41. Mary (Stranger) Mary (Lead) Mary (Customer) Personalise the experience - Blog
  42. 42. Marketing Mary Personalise the experience - Segmentation
  43. 43. I love this topic Personalise the experience - Email Marketing
  44. 44. This is interesting Personalise the experience - Landing Pages
  45. 45. I love this content! Personalise the experience - Lead Nurturing
  46. 46. This company cares Personalise the experience - Social Media
  47. 47. Integrated Systems are required
 to make context marketing possible.
  48. 48. Audience Visitor Prospect Lead MQL Opportunity Customer Context marketing produces strong
 conversion rates across the funnel. Integrated Systems
  49. 49. Corporate Cathy Marketing Mary Owner Ollie BuyerPersona Lifecycle Stage Visitor Prospect Lead MQL Opportunity Customer Visitor Prospect Lead MQL Opportunity Customer Visitor Prospect Lead MQL Opportunity Customer Integrated Systems
  50. 50. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Using Context to Drive Revenue4
  51. 51. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Increase in monthly traffic Increase in monthly leads
  52. 52. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Increase in monthly traffic Increase in monthly leads Increase in revenue
  53. 53. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Complete visibility into interaction with our marketing & sales material. Using Context to Drive Revenue
  54. 54. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Notifications of key activities. Direct to the sales team’s inbox. Using Context to Drive Revenue
  55. 55. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Monitor and engage with prospects on social media. Using Context to Drive Revenue
  56. 56. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Complete visibility into which channels are producing customers, helping us make more informed investments. Using Context to Drive Revenue
  57. 57. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter Using Context to Drive Revenue
  58. 58. Stop speaking to our audience like
 they are part of the crowd.
  59. 59. Start building a personalised funnel.
  60. 60. KEYTAKEAWAYS 3 Personalise
 the experience 4 Use context to Drive Revenue 1 Get to know
 your audience 2 Gather Information
  61. 61. Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter QUESTIONS?
  62. 62. THANK YOU.Ian Stanley Marketing Director @ HubSpot @meanoiano on Twitter

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