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CHEAT SHEET
Inbound marketing
     What is Inbound Marketing?                                                        Types of content
     Inbound marketing is the process of helping potential customers
     find your company – often before they are even looking to make                         •	   Articles                        •	   Videocasts
     a purchase – and then turning that early awareness into brand                          •	   Blog Posts                      •	   Presentations
     preference and, ultimately, into leads and revenue.                                    •	   Books                           •	   Press Releases
                                                                                            •	   eBooks                          •	   Product Data Sheets
     Why Inbound Marketing Works
                                                                                            •	   Brochures                       •	   Reference Guides
     When a buyer actively seeks information or passively looks to be
                                                                                            •	   Case Studies                    •	   Resource Libraries
     entertained or educated, their “anti-marketing” shields go down
                                                                                            •	   Demos                           •	   RSS/XML Feeds
     and you can build a relationship with them. When done right,
     this approach returns dramatically better results than traditional                     •	   Email                           •	   Surveys
     marketing techniques that rely on interrupting prospects. The best                     •	   Free Trials                     •	   Radio
     news? Content marketing is dependent on brains, not budget.                            •	   Images                          •	   TV
                                                                                            •	   Information Guides              •	   Web TV
     Content is King                                                                        •	   Live Streamed Events            •	   Videos
     Inbound marketing relies on content to engage with prospects, so                       •	   Manuals                         •	   Webinars
     the quality of that content must be strong. You must create content                    •	   Microsites                      •	   Webcasts
     that is not promotional in nature, but instead educates and inspires.                  •	   Web Pages                       •	   White Papers
     In other words, you must offer content that is relevant to your                        •	   Online Courses                  •	   Widgets
     prospective buyers, helping them see how they can overcome their
                                                                                            •	   Podcasts                        •	   Workbook
     challenges and achieve their aspirations.


     Glossary:
     Closed Loop Reporting – A way to measure the impact of                            Marketing Lead – A lead generated by marketing which has not
     marketing activities on revenues.                                                 yet been qualified as a sales prospect
     Content Marketing – The creation and sharing of content for the                   Persona – A fictional person used to represent a specific target
     purpose of promoting a product or service                                         segment for a company; personas aid in marketing, product
                                                                                       development, usability and other areas
     Conversion – A specific event that represents the goal of a
     landing page                                                                      Revenue Performance Management: Optimizing interactions
                                                                                       with buyers across the revenue cycle to accelerate predictable
     Conversion Path – A specific online path offered to web visitors
                                                                                       revenue growth.
     after clicking on a landing page
                                                                                       Sales Ready Lead – A lead that has been qualified by marketing
     Conversion Rate – The primary success metric for landing pages
                                                                                       based upon criteria agreed upon by both sales and marketing
     Demand Generation – The function of a B2B marketing
                                                                                       Search Engine Marketing (SEM) – Also known as Pay-Per-
     department that creates demand for your product or service
                                                                                       Click (PPC) advertising; the process of paying a search engine to
     Landing Page – A web page that a user encounters after clicking                   advertise a product or service
     on a link from a search engine, advertisement, email or other
                                                                                       Search Engine Optimization (SEO) – The process of employing
     marketing vehicle
                                                                                       different tactics to improve a business’ ranking in organic or unpaid
     Lead Nurturing – The process of building relationships with                       search results to ultimately increase conversions
     qualified prospects regardless of their timing to buy, with the goal
                                                                                       Social Media – Any strategy, software system or media outlet that
     of earning their business when they are ready
                                                                                       relies on social interaction and the participation of individuals or
     Marketing Asset – A piece of marketing content (e.g.                              communities to create and publish content
     whitepapers, videos, newsletters, webinars, etc.) used to educate
                                                                                       Social Selling – Also referred to as Sales 2.0, the merging of
     and generate interest for a company’s products or services
                                                                                       Web 2.0 technologies with traditional sales strategies, enabling
     Marketing Automation – The use of technology to manage and                        salespeople to better prioritize their time and serve as experts, not
     automate the process of converting prospective customers into                     just negotiators—in the product selection process
     actual buyers



© Copyright 2012. Trademarks belong to their respective owners. All rights reserved.                                   IM-CS-030512              Cheat Sheet
Inbound Marketing Tactics                                                           What the analysts say
     Search Engine Optimization: SEO is about increasing the visibility of your          “Eighty-seven percent of chief marketing officers think custom
     content by including keywords that help you rank high in organic search             content is very or somewhat valuable. Ninety percent of consumers
     results (not paid advertisements on search engines).
                                                                                         find custom content useful.”
     The higher your content ranks in a search engine’s results, the more likely         - Roper Public Affairs & Corporate Communications
     someone will click through to your content.
                                                                                         “Inbound marketing improves marketers’ relevance and
     Social Sharing: If someone finds your content worthy, they can pass it
                                                                                         responsiveness.” - Forrester Research
     along through social media outlets. When someone shares your content
     via Facebook, Twitter, LinkedIn, or the blogosphere, you instantly – and
     exponentially – expand your reach.                                                  Top Resources
     Blogging: Blogs build your brand, establish thought leadership, and                 Beginner’s Guide to SEO by SEOMoz
     engage prospects.
                                                                                         Inbound Marketing Blueprint for Business Owners & CEOs by Kuno
     Social media: Networks such as LinkedIn, Twitter, Facebook and more                 Creative
     niche-oriented venues are great places to make prospective buyers aware
     of your expertise and content.                                                      Inbound Marketing: How to pull in customers without pushing ads by
                                                                                         MarketingSherpa
     Forums and online communities: Participating in online discussions is a
     great way to find out what issues are top of mind for your prospects, while         Inbound Needs Outbound by Ardath Albee
     also positioning you as a valuable resource of information.                         Inbound Marketing for Startups (Slideshare) by Rand Fishkin
                                                                                         Strategies for Effective Facebook Wall Posts: A Statistical Review by
     Limitations of Inbound Marketing                                                    Buddy Media

     Wide aim: Inbound works by “carpet bombing” the Internet with content in            Social Media, Disclosure, and Ethics Policy by Marketo
     the hope that people will find you. This can produce a lot of leads, but many       Social Media Tactical Plan by Marketo
     aren’t qualified prospects. When confronted with too many low-level leads,
                                                                                         The 7 Business Goals of Content Marketing: Inbound Marketing Isn’t
     many marketers scramble to run more of these same “carpet-bombing”
                                                                                         Enough by Content Marketing Institute (Joe Pullizi)
     campaigns, then wonder why they don’t produce better results.
     Failure to inform people what you do: Because appealing content
     avoids aggressive sales pushes, it often fails to tell prospective buyers what      Influencers (list alphabetically)
     your company has to offer.                                                          Michael Brito: www.britopian.com, @Britopian
     Failure to reach decision makers: It’s unlikely that CXOs are going to              Paul Gillin: www.PaulGillin.com, @PGillin
     spend time trolling the web for blogs or other content. It’s far more likely that
     they assign this task to someone else. If you are putting too much emphasis         Adam Metz: www.AdamMetz.com, @theMetz
     on inbound leads without fully qualifying them – and if your competitors are        Douglas Karr: www.MarketingTechBlog.com, @DouglasKarr
     reaching the decisions makers – your inbound marketing efforts may be
                                                                                         Ann Handley: www.mpdailyfix.com, @MarketingProfs
     wasted.
                                                                                         C.C. Chapman: www.cc-chapman.com/blog, @CC_Chapman
     Too much noise: If you create content in a space where other companies
     are doing the same, prospects think “you’ve seen one, you’ve seen them              Chris Brogan: www.ChrisBrogan.com, @ChrisBrogan
     all.” The solution to too much noise is not to make more noise, but to
                                                                                         Cindy King: www.SocialMediaExaminer.com, @CindyKing
     sound different.
                                                                                         Michael Stelzner: www.SocialMediaExaminer.com, @Mike_Stelzner
     Too much silence: If there are few or no people to consume your content,
     it’s not effective to create it. Instead, you must focus on other outbound          Guy Kawasaki: www.alltop.com, @GuyKawasaki
     marketing channels.                                                                 Jeff Bullas: www.JeffBullas.com, @JeffBullas
     Diminishing returns: There is no direct relationship between more content           Mari Smith: www.marismith.com, @MariSmith
     and a greater number of leads. This doesn’t mean that your content won’t
                                                                                         Neal Schaffer: www.windmillnetworking.com, @NealSchaffer
     have a long-lasting effect; it just means that each additional inbound
     marketing effort may not yield as much return as the previous effort.               Pam Moore: www.pammarketingnut.com, @PamMktgNut
                                                                                         Frank Reed: www.FrankReed.com, www.marketingpilgrim.com,
                                                                                         @FrankReed
     Metrics that Matter
                                                                                         Maya Grinberg: www.Wildfireapp.com, http://blog.wildfireapp.com,
     Month-over-month growth in organic website traffic, leads, and
                                                                                         @Papayamaya
     opportunities.
                                                                                         Kipp Bodnar: www.SocialMediaB2B.com, @KippBodnar
     Social engagement, not just reach.
                                                                                         Dan Zarrella: www.DanZarrella.com, @DanZarrella
     Lead generation by content, channel, and initiative.
     Percent of leads with an inbound original source.
     Forecasted conversion through the funnel.


     Information for this B2B Marketing Cheat Sheet was excerpted from
     Amplify Your Impact: How to Multiply the Effects of Your Inbound Marketing Program
     Download it now at www.marketo.com/guide-to-inbound.
© Copyright 2012. Trademarks belong to their respective owners. All rights reserved.                                         IM-CS-030512         Cheat Sheet

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Inbound Marketing Cheat Sheet

  • 1. CHEAT SHEET Inbound marketing What is Inbound Marketing? Types of content Inbound marketing is the process of helping potential customers find your company – often before they are even looking to make • Articles • Videocasts a purchase – and then turning that early awareness into brand • Blog Posts • Presentations preference and, ultimately, into leads and revenue. • Books • Press Releases • eBooks • Product Data Sheets Why Inbound Marketing Works • Brochures • Reference Guides When a buyer actively seeks information or passively looks to be • Case Studies • Resource Libraries entertained or educated, their “anti-marketing” shields go down • Demos • RSS/XML Feeds and you can build a relationship with them. When done right, this approach returns dramatically better results than traditional • Email • Surveys marketing techniques that rely on interrupting prospects. The best • Free Trials • Radio news? Content marketing is dependent on brains, not budget. • Images • TV • Information Guides • Web TV Content is King • Live Streamed Events • Videos Inbound marketing relies on content to engage with prospects, so • Manuals • Webinars the quality of that content must be strong. You must create content • Microsites • Webcasts that is not promotional in nature, but instead educates and inspires. • Web Pages • White Papers In other words, you must offer content that is relevant to your • Online Courses • Widgets prospective buyers, helping them see how they can overcome their • Podcasts • Workbook challenges and achieve their aspirations. Glossary: Closed Loop Reporting – A way to measure the impact of Marketing Lead – A lead generated by marketing which has not marketing activities on revenues. yet been qualified as a sales prospect Content Marketing – The creation and sharing of content for the Persona – A fictional person used to represent a specific target purpose of promoting a product or service segment for a company; personas aid in marketing, product development, usability and other areas Conversion – A specific event that represents the goal of a landing page Revenue Performance Management: Optimizing interactions with buyers across the revenue cycle to accelerate predictable Conversion Path – A specific online path offered to web visitors revenue growth. after clicking on a landing page Sales Ready Lead – A lead that has been qualified by marketing Conversion Rate – The primary success metric for landing pages based upon criteria agreed upon by both sales and marketing Demand Generation – The function of a B2B marketing Search Engine Marketing (SEM) – Also known as Pay-Per- department that creates demand for your product or service Click (PPC) advertising; the process of paying a search engine to Landing Page – A web page that a user encounters after clicking advertise a product or service on a link from a search engine, advertisement, email or other Search Engine Optimization (SEO) – The process of employing marketing vehicle different tactics to improve a business’ ranking in organic or unpaid Lead Nurturing – The process of building relationships with search results to ultimately increase conversions qualified prospects regardless of their timing to buy, with the goal Social Media – Any strategy, software system or media outlet that of earning their business when they are ready relies on social interaction and the participation of individuals or Marketing Asset – A piece of marketing content (e.g. communities to create and publish content whitepapers, videos, newsletters, webinars, etc.) used to educate Social Selling – Also referred to as Sales 2.0, the merging of and generate interest for a company’s products or services Web 2.0 technologies with traditional sales strategies, enabling Marketing Automation – The use of technology to manage and salespeople to better prioritize their time and serve as experts, not automate the process of converting prospective customers into just negotiators—in the product selection process actual buyers © Copyright 2012. Trademarks belong to their respective owners. All rights reserved. IM-CS-030512 Cheat Sheet
  • 2. Inbound Marketing Tactics What the analysts say Search Engine Optimization: SEO is about increasing the visibility of your “Eighty-seven percent of chief marketing officers think custom content by including keywords that help you rank high in organic search content is very or somewhat valuable. Ninety percent of consumers results (not paid advertisements on search engines). find custom content useful.” The higher your content ranks in a search engine’s results, the more likely - Roper Public Affairs & Corporate Communications someone will click through to your content. “Inbound marketing improves marketers’ relevance and Social Sharing: If someone finds your content worthy, they can pass it responsiveness.” - Forrester Research along through social media outlets. When someone shares your content via Facebook, Twitter, LinkedIn, or the blogosphere, you instantly – and exponentially – expand your reach. Top Resources Blogging: Blogs build your brand, establish thought leadership, and Beginner’s Guide to SEO by SEOMoz engage prospects. Inbound Marketing Blueprint for Business Owners & CEOs by Kuno Social media: Networks such as LinkedIn, Twitter, Facebook and more Creative niche-oriented venues are great places to make prospective buyers aware of your expertise and content. Inbound Marketing: How to pull in customers without pushing ads by MarketingSherpa Forums and online communities: Participating in online discussions is a great way to find out what issues are top of mind for your prospects, while Inbound Needs Outbound by Ardath Albee also positioning you as a valuable resource of information. Inbound Marketing for Startups (Slideshare) by Rand Fishkin Strategies for Effective Facebook Wall Posts: A Statistical Review by Limitations of Inbound Marketing Buddy Media Wide aim: Inbound works by “carpet bombing” the Internet with content in Social Media, Disclosure, and Ethics Policy by Marketo the hope that people will find you. This can produce a lot of leads, but many Social Media Tactical Plan by Marketo aren’t qualified prospects. When confronted with too many low-level leads, The 7 Business Goals of Content Marketing: Inbound Marketing Isn’t many marketers scramble to run more of these same “carpet-bombing” Enough by Content Marketing Institute (Joe Pullizi) campaigns, then wonder why they don’t produce better results. Failure to inform people what you do: Because appealing content avoids aggressive sales pushes, it often fails to tell prospective buyers what Influencers (list alphabetically) your company has to offer. Michael Brito: www.britopian.com, @Britopian Failure to reach decision makers: It’s unlikely that CXOs are going to Paul Gillin: www.PaulGillin.com, @PGillin spend time trolling the web for blogs or other content. It’s far more likely that they assign this task to someone else. If you are putting too much emphasis Adam Metz: www.AdamMetz.com, @theMetz on inbound leads without fully qualifying them – and if your competitors are Douglas Karr: www.MarketingTechBlog.com, @DouglasKarr reaching the decisions makers – your inbound marketing efforts may be Ann Handley: www.mpdailyfix.com, @MarketingProfs wasted. C.C. Chapman: www.cc-chapman.com/blog, @CC_Chapman Too much noise: If you create content in a space where other companies are doing the same, prospects think “you’ve seen one, you’ve seen them Chris Brogan: www.ChrisBrogan.com, @ChrisBrogan all.” The solution to too much noise is not to make more noise, but to Cindy King: www.SocialMediaExaminer.com, @CindyKing sound different. Michael Stelzner: www.SocialMediaExaminer.com, @Mike_Stelzner Too much silence: If there are few or no people to consume your content, it’s not effective to create it. Instead, you must focus on other outbound Guy Kawasaki: www.alltop.com, @GuyKawasaki marketing channels. Jeff Bullas: www.JeffBullas.com, @JeffBullas Diminishing returns: There is no direct relationship between more content Mari Smith: www.marismith.com, @MariSmith and a greater number of leads. This doesn’t mean that your content won’t Neal Schaffer: www.windmillnetworking.com, @NealSchaffer have a long-lasting effect; it just means that each additional inbound marketing effort may not yield as much return as the previous effort. Pam Moore: www.pammarketingnut.com, @PamMktgNut Frank Reed: www.FrankReed.com, www.marketingpilgrim.com, @FrankReed Metrics that Matter Maya Grinberg: www.Wildfireapp.com, http://blog.wildfireapp.com, Month-over-month growth in organic website traffic, leads, and @Papayamaya opportunities. Kipp Bodnar: www.SocialMediaB2B.com, @KippBodnar Social engagement, not just reach. Dan Zarrella: www.DanZarrella.com, @DanZarrella Lead generation by content, channel, and initiative. Percent of leads with an inbound original source. Forecasted conversion through the funnel. Information for this B2B Marketing Cheat Sheet was excerpted from Amplify Your Impact: How to Multiply the Effects of Your Inbound Marketing Program Download it now at www.marketo.com/guide-to-inbound. © Copyright 2012. Trademarks belong to their respective owners. All rights reserved. IM-CS-030512 Cheat Sheet