Inbound Marketing
Methodology

1 WHAT IS INBOUND MARKETING?
2 THE PHILOSOPHY: WHY INBOUND WORKS
3 THE METHODOLOGY: HOW INBOUND
WORKS
4 RETURN ON INVESTMENT
INBOUND
MARKETING

1 What is Inbound Marketing?

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.
WHAT IS INBOUND MARKETING?
Market with a magnet, not a sledgehammer

INBOUND IS AN APPROACH TO MARKETING
THAT REACHES TODAY’S CUSTOMERS
Understand what
content pulls your
buyers through the
sales funnel
use that context to
personalise your
marketing at scale.
Get found by qualified
leads online with
content
• website pages
• blog articles
• social messages
optimised for search
and social media.

2
The Philosophy:
Why Inbound Works

Inbound marketing is a
philosophy based on the truth
that customers buy
differently today than
they did 10 years ago.
INBOUND AS A PHILOSOPHY

PRE-INTERNET
Buyer: Relatively uninformed
Buyer Journey: Linear
Marketing Playbook:
Interrupt (cold calls and
advertising)
IF WE THINK ABOUT IT...
TODAY
Buyer: Well-informed
Buyer Journey: Fluid and
random. Starts with Google
Marketing Playbook:
Attract interest through
content creation
HOW DID THIS TRANSFORMATION TAKE PLACE?

1. The media landscape has
become insanely cluttered.
There’s a magazine, TV
channel, radio station, and a
gajillion websites for every
conceivable interest.
WHY INTERRUPTION NO LONGER WORKS:
REASON No 1 - The Proliferation of Media

THE PROLIFERATION OF MEDIA
• 1920 there was 1 radio station - 2011 there were over 14,000
• 1946 USA had 12 TV stations - 2011 there were over 1,700
• 1998 average consumer saw or heard 1 million marketing
messages – almost 3,000 per day
• In 2014 there are 1,500 stories in your personal Facebook news
feed alone - competing for your attention at any given moment

2. 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.
WHY INTERRUPTION DOESN’T WORK:
REASON No 2 - A History of Deceptive Advertising:
63% of consumers need to
hear company claims 3-5x
before they’ll actually believe
them!
Source Edelman Trust Barometer,
2012

• Interruption
• False claims
• Over-promising
• Under-delivering
• Increased regulation
• Brand egocentrism }This
changed
everything

3. Consumers gained access to
tools and information that
enabled them to dodge
interruptive brand messages
and instead seek out
information when they’re ready.
WHY INTERRUPTION DOESN’T WORK:
REASON No 3 - Technology Empowered Consumers

• TV Recorders
• Caller ID
• Do Not Call list
• Spam software
• Broadband internet
• Smartphones
• Social media
}This
changed
everything

THAT’S WHY PERMISSION HAS BECOME
MORE EFFECTIVE THAN INTERRUPTION
• Aligning content with customer’s interests
• Earning permission to market to
prospects
• Convert into leads
• Close into customers

There are 4 major
themes of inbound,
permission-based
marketing...

As you learn more about
your leads over time, you can
better personalise your
messages to their specific
needs.
PERSONALISATION & CONTEXT
Buyer Personas

You recognise that people go
through stages as they
interact with your company, and
that each stage requires
different marketing actions.
LIFECYCLE MARKETING
Buyer Journey

You create targeted content
that answers your customer's
basic questions and needs,
and you share that content far
and wide.
CONTENT CREATION
Create Remarkable Content

Inbound marketing is multi-
channel by nature because it
approaches people where
they are, in the channel where
they want to interact with you.
A MULTI-CHANNEL PRESENCE
Leverage & distribute content

IN SUMMARY, INBOUND MARKETING IS
ABOUT ...
• Building trust, not skepticism
among your prospects
• Being loved, not ignored by your
customers
• Outsmarting, not outspending
your competitors

3
Methodology:
How Inbound Works

Blog
Social
Media
Keywo
rds
Pages
Calls-to-
Action
Landing
Pages
Forms
Contacts
Email
Workflow
s
Lead
Scoring
CRM
Integrati
ons
Social
Media
Smart-
Calls-to-
Action
Email
Workflow
s
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
THE METHODOLOGY CYCLE

STEP 1: ATTRACT STRANGERS AND TURN
THEM INTO WEBSITE VISITORS.
Blog
Social
Media
Keywo
rds
Pages
Attract
Strangers Visitors
Inbound tool kit:
• Blogging
• Social Media
• Keyword Optimisation
• Site Pages

We’re going to take a
moment to emphasize
the importance of
blogging because it’s
that important ...

The average company that blogs
generates:
•55% more website visitors
•97% more inbound links
•126% more leads
•434% more indexed pages
SERIOUSLY! BLOGGING WORKS…
Source: HubSpot

IMPACT OF MONTHLY BLOG ARTICLES
ON INBOUND TRAFFIC
BLOGGING
Monthly Blog Posts

4x time on Facebook v Google
You must share remarkable content
and valuable information on the social
web, engage with your prospects, and
put a human face on your brand.
SOCIAL MEDIA
YOU NEED TO BE ACTIVE ON SOCIAL MEDIA SITES

IMPACT OF COMPANY FACEBOOK
REACH ON INBOUND TRAFFIC
SOCIAL MEDIA: FACEBOOK
Facebook Likes

IMPACT OF COMPANY TWITTER
REACH ON INBOUND TRAFFIC
SOCIAL MEDIA: TWITTER
Twitter Followers

TARGETED CONTENT
ALL CONTENT SHOULD BE CREATED AROUND
TARGETED KEYWORDS
• Carefully, analytically pick keywords
• Optimise web pages
• Create content
• Build links around the terms your
ideal buyers are searching for

STEP 2: CONVERT WEBSITE VISITORS INTO
LEADS.
Calls-to-
Action
Landing
Pages
Forms
Contacts
Convert
Visitors Leads
Inbound tool kit:
• Calls-to-Action
• Landing Pages
• Forms
• Lead Management

Calls-to-action (CTAs) are
buttons or links that encourage
your visitors to take action, like
“Download an ebook”
No CTAs or if they aren’t
enticing enough, you won’t
generate leads.
CALLS TO ACTION
ENTICE YOUR VISITORS TO CLAIM AN OFFER WITH
CALLS-TO-ACTION

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.
LANDING PAGES
DRIVE VISITORS TO LANDING PAGES WHERE THEY
CAN BECOME LEADS

• Companies with 30> landing pages get 7x more leads than
those with <10
• 48% of marketers build a new landing page for each
marketing campaign
LANDING PAGES

In order for visitors to become
leads, they must fill out a form and
submit their contact information.
Optimise your form to make this
step of the conversion process as
easy as possible.
FORMS
USE FORMS TO GET THE INFORMATION YOU NEED
ABOUT YOUR PROSPECTS

STEP 3: CLOSE LEADS INTO CUSTOMERS
THROUGH LEAD NURTURING.
Email
Workflow
s
Lead
Scoring
CRM
Integrati
ons
Close
Leads Customers
Inbound tool kit:
• Lead Scoring
• Email
• Closed-Loop Reporting

You’ve got contacts in your
system, but how do you know
which ones are ready to speak to
your sales team? Using a
numerical representation of the
sales-readiness of a lead takes the
guesswork out of the process.
LEAD SCORING
USE LEAD SCORING TO DETERMINE WHICH LEADS
ARE READY FOR A SALESPERSON

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.
TARGETED EMAILS
SEND TARGETED EMAILS TO LEADS TO PULL THEM
THROUGH THE SALES FUNNEL

• 59% Marketers say email is most effective channel for generating
revenue
• Personalised emails improve conversion rates by 10%
• Lead nurturing emails get 4 – 10x the response rate compared to
standalone email blasts
TARGETED EMAIL
Source: HubSpot

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.
CUSTOMER RELATIONSHIP MANAGEMENT
CLOSE THE LOOP BY INTEGRATING YOUR
MARKETING TOOLS WITH YOUR CRM

STEP 4: DELIGHT CUSTOMERS TO TURN
THEM INTO PROMOTERS OF YOUR BRAND.
Social
Media
Smart-
Calls-to-
Action
Email
Workflow
s
Delight
Customers Promoters
Inbound tool kit:
• Smart Calls-to-Action
• Social Media
• Email and Marketing Automation

Treat people like people and earn
trust by using Smart
personalisation content 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

Here’s how the inbound
methodology sales
funnel looks.

4
Return on Investment:
The true value of inbound

RETURN ON INVESTMENT
Inbound Marketing ROI - Average 2 year lead growth managed with
HubSpot Inbound Software
Starting Leads
10 - 49
50 - 499
500 - 4999
5000 +
All Customers
6Mths
2.58x
2.08x
1.39x
1.14x
2.69x
Less than 10 3.09x
1Yr
5.01x
3.97x
3.22x
2.42x
5.99x
9.38x
2Yrs
18.22x
13.56x
10.43x
6.49x
24.69x
45.66x
In 2014, an MIT Sloan MBA
student completed a research
study on the ROI using HubSpot
inbound marketing software.
Highlights include:
2.40x
more visitors per month within one year
5.99x
more leads per month within one year
69%
of customers saw an increase in sales
revenue within one year
* Per month
*

Inbound Marketing Methodology
Thank you
We welcome any questions…