Batch and blast is a thing of the past. Now communications programs are moving to hyper-personalization and adding in inbound marketing programs to grow. What’s an inbound marketing program? What’s new about this movement? What do you need to know? Tune into this webinar to learn the basics of why organizations are adding marketing automation to their marketing technology mix.

1. Welcome to
Inbound Marketing
Suzanne Carawan, CMO

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Build It and They Will Come

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Reality of Membership Market

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Individual Power/ WIIFM
www.highroadsolution.

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Hottest Trends in Marketing
1) Content Marketing
2) Live & Virtual Event Marketing
3) Promoted Social/ Social Marketing
4) Marketing Automation

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The New Methodology in Marketing
• Inbound Marketing:
– Marketing activities that bring visitors IN
– Earns the attention of customers
– Makes company easy to be found
– Draws people in using interesting content

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The Thinking Game

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The Running Nowhere Game

13. Inbound Marketing
Why Inbound for Not-for-Profits

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Typical Inbound Elements
• Banner Ads
• Social Media
• Keywords
• Email
• Blog
• Landing Pages to Capture Data & Offer
Value-Add &/or Interactive Experience
• Website Analytics

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**Hint!
Use LinkedIn
ads to drive
traffic to
website!!!

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Why Are U Suited for Inbound?
• Content
• Content
• Content
• Content
• Content
• Content
• Too Many Emails full of CONTENT!!

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What Are the Obstacles?

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What’s Really New? Growth!

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What Are the Obstacles?

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Growth:
How Do We Design For Now?
Engaged
Checkbook
members
High negative
or no squeak

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Where Does the Time & Energy
Go?

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Why Aren’t We Increasing
Revenue?

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Grow or Go Mentality

25. Inbound Mindset Elements
Segmentation, Persona, Lifecycle & Lead Scoring

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Modern Method: Be There
Your
brand
Your
brand
Your
brand
Your
brand

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Reality of mass market

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Power of Influencers

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How Do We Understand the
Market?
• How Do We Group People? What are the
Factors that Group People Together?
• Who Are the Influencers?
• Who Are the Haters?
• Cultural/Environmental Factors?
• How Do they Get Information?
• Demographics/Psychographics?
• Tastes & Preferences?

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Segments
• Market segmentation is
a marketing strategy that involves dividing
a broad target market into subsets of
consumers who have common needs and
priorities, and then designing and
implementing strategies to target them.

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Personas
• Characterization of a target population to
allow you to better craft product/service
offering, value proposition & promotion

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Why Use
Personas?
Helps get you
into the mindset
so you can
ideate &
understand
what’s of
interest

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What’s the Diff?
• Segmentation
– Discrete data
– Slices based on
criteria such as
demographics,
psychographics, etc
– Rear facing
– “What did they do?”
• Personas
– Fictitious
– Aggregates criteria
– Behaviorally focused
– Forward facing
– “What will they do?”

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Lifecycle Stage
• Where the user is in the buying lifecycle:
– Lead
– Marketing Qualified (MQL)
– Sales Qualified (SQL)
– Opportunity
– Customer
– Evangelist

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Lead Scoring
• Assign a numeric value to actions that a
user may take. Reward harder
engagement with more points
• Example: Filled out an interest form about
membership, score them as a 50 out of
100 total possible points

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Lifecycle Stage & Lead Scoring
• Understand who’s who & where they are:
– Lead: Scores of 1-49
– Marketing Qualified (MQL): Scores of 50
– Sales Qualified (SQL): Scores of 51-75
– Opportunity: Scores of 75-90
– Customer: Scores of 91-100
– Evangelist: Scores of 101+

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Self-Check: Your Org & U

38. Putting Inbound in Action
Key Technique: Knowing the Right Mix

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Where U Are in the Process
• Know the Market
• Know our Data
• New Way to Use the Same Channels
• New Tool to Make it Easy
• Create Campaign & Measure

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Sidenote: LinkedIn

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Emails Sent

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Results
• Increases!
– Conversion
– New registrants
– New people you didn’t know
– New subscribers
– New energy