1. Branding in the Inbound Age
Marc Gabriel Amigone
Inbound Marketing
Consultant
@MarcAmigone
inboundbuddha.com

2. Objectives for today’s session:
Learn what Inbound Marketing Is
Why it’s critical to the growth of your business
How it works
What you can do implement an inbound
strategy

3. 1 What is Inbound Marketing?

10. WHAT IS
INBOUND
MARKETING?

12. GETTING THE
RIGHT MESSAGE,
TO THE RIGHT
PERSON, AT THE
RIGHT TIME

13. 2 Why Inbound Marketing?

14. MEASURABILIT
Y

16. Inbound Methodology

17. Inbound Methodology

18. Website Visits
0
200
400
600
800
1000
1200
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12
Website Visits by Source
Offline Sources
Other Campaigns
Social Media
Referrals
Paid Search
Organic Search
Email Marketing
Direct Traffic

19. Inbound Methodology

20. Leads Generated by Marketing
0
100
200
300
400
500
600
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12
Leads Generated by Source
Offline Sources
Other Campaigns
Social Media
Referrals
Paid Search
Organic Search
Email Marketing
Direct Traffic

21. Inbound Methodology

22. New Customers by Source
0
10
20
30
40
50
60
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12
Marketing-Generated Customers by Source
Offline Sources
Other Campaigns
Social Media
Referrals
Paid Search
Organic Search
Email Marketing
Direct Traffic

23. EFFECTIVENE
SS

26. DON’T GET TUNED
OUT

27. CONSUMERS
HAVE ALL THE
POWER

28. 57% of a prospect’s buying
decision is complete
before that prospect’s first
contact with a supplier

29. HELP BUYER’S MAKE
A MORE INFORMED
DECISION AS AN
EXTENSION OF
YOUR BRAND

30. 3How can you build your brand
using inbound marketing?

31. Be helpful every step along the
way

32. Inbound Methodology

33. Build a Keyword Map
Start Blogging Around Those Keywords
Publish that Content on Social Media Networks
Seek to Answer People’s Questions Every Step
of the Way
Be Helpful
Be Remarkable
Attract Stage Marketing Tactics

35. Inbound Methodology

36. Install Calls-to-Action Throughout Your Website
Have those Calls-to-Action Direct People to
Landing Pages Where They Can Fill Out Forms
in Exchange for Helpful Marketing Content
Use that Marketing Content to Help Facilitate
the Sales Process
Convert Stage Marketing Tactics

39. Inbound Methodology

40. Share the Information You’ve Collected so Far with Your
Sales Team (or yourself)
Segment Your Contacts Database
Send Targeted Emails to Each Segment to Help Them
Move to the Next Stage of the Buyer’s Journey
Comes back to “Getting the Right Message, to the Right
People, at the Right Time”
Close Stage Marketing Tactics

41. Look at the buyer’s journey

42. Break it up in stages

43. Prospect has now decided on their
solution strategy, method, or
approach. Is compiling a long list of all
available vendors and products in their
given solution strategy. Is researching
to whittle the long list down to a short
list and ultimately make a final
purchase decision.
Prospect has now clearly defined and
given a name to their problem or
opportunity. Is committed to
researching and understanding all of the
available approaches/methods to
solving their defined problem or
opportunity.
Prospect is experiencing and
expressing symptoms of a problem or
opportunity. Is doing educational
research to more clearly
understand, frame and give a name to
their problem.
The Buyers Journey

44. The Buyer’s Journey is the active research process a potential
buyer goes through leading up to a purchase.
The Buyers Journey

45. The Buyers Journey
Prospect has now researching and
understanding all of the available
approaches/methods to solving their
defined problem or opportunity.
Prospect is doing educational
research to more clearly
understand, frame and give a name
to their problem.
Free Whitepaper
Free Guides & Tip-
Sheets
Free eBooks
Free Checklists
Free Videos
Free Kits (combo of
above)
Free Webinars
Case Studies
Free Sample
Product Spec Sheets
Catalogs
Free Trials
Demos
Free Consultations
Estimates or Quotes
Coupons
Prospect is compiling a list of all
available vendors and products in
their given solution strategy. Is
researching to ultimately make a
final purchase decision.

46. Where is Your Prospect in this Process?

47. 4
What Can You Do Today to
Implement an Inbound
Marketing Strategy?

48. DEVELOP
BUYER
PERSONAS

49. What is a Buyer Persona?
Semi- fictional representations of your ideal customer
based on real data and select, educated speculation
about customer demographics, behavior
patterns, motivations, and goals.

50. 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
Loves HubSpot because:
• Easy to use tools that
make her life easier
• Learn inbound marketing
best practices

51. How to Develop Your Buyer Personas
Research your current customers
Talk to Your Salespeople
Talk to Anyone Facing Customers within Your
Company
Interview Your Customers

52. Job and demographic information
5 Chapters to building buyer personas
1
2
3
4
What does a day in their life look like
What are their challenges or pain points
Where do they go for information
5 Common objections to products or services

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54. ESTABLISH
YOUR
STARTING
POINT

55. Where Do You Need to Start?

56. 1 How much traffic does your website attract in a
given month?
2 How much of that traffic are you converting to
leads, or how many inbound leads or inquiries
does your website collect in a given month?
3 How many of those leads do you close?
Questions to ask

57. Inbound Methodology

58. Establish which keywords are important your
buyer personas
Optimize your website for those keywords
Start blogging
Engage with your buyer personas on social
media
Attract Stage Next Steps

60. Inbound Methodology

61. Provide a tangible next step
Offer some downloadable content or a
consultation
Anticipate a question and answer it with content
Give them a Call-to-Action (even if it’s just an
opportunity to have a more in-depth
conversation)
Convert Stage Next Steps

63. Inbound Methodology

64. Devise a system for closing inbound leads
Answer questions
Provide more insight
Be helpful first, closing second
Facilitate that next step
Close Stage Next Steps

65. 5 In Conclusion

66. Forget B2B, B2C

67. Embrace B2H

68. Meet your prospects
where they are

69. QUESTIONS?

70. THANK YOU.