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Halifax HubSpot User Group Meetup - Dec 9, 2014

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On December 9th, 2014 as a part of our quarterly HubSpot User Group Meetup Mike Ewing, Author of "Inbound Commerce, How to Sell Better Than Amazon" delivered a presentation to a packed crowd at the Kula Partners office.

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Halifax HubSpot User Group Meetup - Dec 9, 2014

  1. 1. Halifax, Nova Scotia #HALIHUG
  2. 2. Michael Ewing Customer Success & Programs Manager, HubSpot @inboundcommerce Tweet during presentation with #HALIHUG
  3. 3. AGENDA 1 Inbound Marketing & HubSpot 2 Buyer Personas 3 Inbound Marketing Campaigns 4 A Special Treat.. 5 Q&A
  4. 4. What is inbound marketing?
  5. 5. Inbound marketing is a fundamental shift in how we relate to potential customers
  6. 6. START ATTRACTING consumers through relevant, useful, easy-to-find content when they need it.
  7. 7. STOP FORCING leads through your decision process.
  8. 8. 86% skip TV ads THE OLD MARKETING PLAYBOOK BROKEN. 91% unsubscribe from email 200M on the Do Not Call list 44% of direct mail is never opened IS #HALIHUG
  9. 9. OUTBOUND INBOUND VS. Cold Calling SPAM Interruption Thinks like a Marketer SEO Blogging Attraction Thinks like a Customer
  10. 10. Now, why do inbound marketing with HubSpot? Here’s 3 Reasons.
  11. 11. 1. Brian Halligan – HubSpot CEO =
  12. 12. 13000 12000 11000 10000 9000 8000 7000 6000 5000 4000 3000 2000 1000 0 2. HubSpot’s Rapid Growth Named #2 Fastest Growing Software Company HubSpot Makes Two Acquisitions HubSpot Raises $32 Million in Funding HubSpot Founded HubSpot Opens European Office Announces & HubSpot CRM HubSpot Opens Australia Office IPO Number of HubSpot Customers 12,478 as of September, 2014 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
  13. 13. HubSpot invented 3. INBOUND MARKETING.
  14. 14. An inbound marketing software platform with all the tools you need in one place. Strangers SEO Blog Sites Mobile Optimization Visitors Calls-to-Action Landing Page Optimization Leads Customers Promoters Social Media Forms Email Optimization CRM Synch # Lead Scoring Sales Alerts Personalized Email + Web + Social Nurturing Feedback Forms Email + Web + Social Engagement ATTRACT CONVERT CLOSE DELIGHT
  15. 15. ALL THE TOOLS TO CREATE MARKETING PEOPLE LOVE.
  16. 16. INBOUND à à $*. *$65 million in revenue from inbound leads
  17. 17. It’s hard to buy todays customers, you earn them.
  18. 18. g Buyer Personas. + r Inbound Marketing Campaigns.
  19. 19. g Buyer Personas.
  20. 20. Know Your Customer
  21. 21. White Buyer Personas Building Buyer Personas tell us who we are creating content for and why they will buy from us.
  22. 22. What is a Buyer Persona?
  23. 23. What is a Buyer Persona? Semi- fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.
  24. 24. Buyer Personas ARE Fictional characters that represent your DREAM customers
  25. 25. 1-Page Buyer Personas Examples.
  26. 26. MARKETING MARY • 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 Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO
  27. 27. OWNER OLLIE • Business owner (Founder, President, Partner) • Small business (1-10 employees) • Industry expert with no marketing experience • BA History (University of Illinois) • 44, Married, 3 Kids (20, 16, and 11) Goals: • Deliver on past sales • Generate new sales • Keep the business running Challenges: • Lack of marketing expertise • No control over marketing assets • No time or budget for marketing Loves HubSpot because: • Get more sales and leads • Get control over marketing assets • Learn Inbound Marketing
  28. 28. ENTERPRISE ERIN • Director of Marketing Operations (VP Marketing , Product Marketing) • Large company (200-2,000 employees) • Marketing team of 15+ • BS (Merrimack), MBA (Bentley) • 30, Married recently Goals: • Demand/pipeline generation • Campaign execution and coordination Challenges: • Working with sales • Data & technlogy overload • Selling use cases to IT, Legal, Sales, Execs Loves HubSpot because: • Integration with all of her systems • Homebase for marketing with takeaways • Easy to execute on campaigns • Stay at the forefront of marketing
  29. 29. HUBSPOT’S PERSONAS Marketing Mary PRIMARY PERSONA Placeholder image Owner Ollie Enterprise Erin SECONDARY PERSONAS
  30. 30. USE BUYER PERSONAS TO CREATE QUALIFIED CONTACTS
  31. 31. Know what they need
  32. 32. Create Content Tailored to Your Personas
  33. 33. Create Content For Personas Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Enterprise Erin Owner Ollie
  34. 34. Create Content That Attracts Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  35. 35. Create Content That Converts Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  36. 36. Create Content That Closes Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  37. 37. Create Content That Delights Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  38. 38. INBOUND MARKETING CAMPAIGNS. r
  39. 39. FIRST A DEFINITION OF WHAT A CAMPAIGN IS.
  40. 40. Marketing campaigns A specific, defined series of activities used in marketing a new or changed product or service, or in using new marketing channels and methods. Source: Entrepreneur.com/encyclopedia
  41. 41. Inbound marketing campaigns Concentrated efforts that align all of your marketing channels around a single offer and goal.
  42. 42. Offer to Generate New Email Contacts Adver7se Offer On Your Website Market Offer to Exis7ng Contacts A@ract Leads Through Blogging Use Social Media To Promote Measure Performance with Data Inbound Marke7ng Campaigns Offer LP + CTA Email Blog Social Analy8cs Offer LP + CTA Social Blog Email
  43. 43. Let’s Do This.
  44. 44. My treat to you…
  45. 45. Free Project Management Assistance with your next Inbound Campaign Hubspot.com/campaign-assistance

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