The document outlines the key aspects of running an effective inbound marketing campaign. It discusses laying the groundwork by understanding the differences between traditional and inbound marketing. The document then covers an agenda to discuss campaign theory, including an overview of using various channels in a unified way to achieve a goal. It provides an example of how different assets and activities can be used sequentially to move prospects along the path from initial awareness to becoming customers. The importance of analyzing campaign results to inform future campaigns is also highlighted.
9. Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
SEO
Blogging
Attraction
Customer - Centric
INBOUNDTRADITIONAL
vs.
10.
11. MEET MARKETING MARY:
• Who is she?: Marketing professional that wears multiple hats
• Roles: Marketing Manager, Marketing Director
• Goals: Support sales team by generating qualified leads each month
• Challenges: Too much to do, not enough resources, not enough time
• Age: 25-50
• Income: $70,000-$100,000
• Education: Bachelor’s Degree or MBA
25. • eBooks
• Landing pages
• Tradeshows
• Webinars
ASSETS AND ACTIVITIES
EFFORTS
• Campaign planning meetings
• Mapping out campaign deadlines in calendar
BEHAVIORS
• Networking
• Promoting
26. 1 Consistent messaging across channels
2 Saves you time
3 Increases effectiveness & ROI
4 Improve your analysis of what worked and why
WHY USE THE INBOUND MARKETING
CAMPAIGN APPROACH?
47. Q.) I’m seeing some prospects filling out
the eBook form. Awesome! What do I do
now?
48. 1 If we haven’t already, identify the next micro-conversion
2 Create a list of all prospects who download the eBook
3 Draft lead nurturing emails
4 Promote the next micro-conversion similar to how we did
the previous one
53. Q.) What if my prospects registered for
the webinar but did not actually attend?
54. Q.) What if my prospects registered for
the webinar but did not actually attend?
A.) We can still follow the same playbook.
We just need to change the verbiage we
use in the first email.
55. eBook
Inbound marketing campaign
Prospect Customer
SEO
Keywords
Blogging
Email
Social
Webinar
SEO
Keywords
Blogging
Social
Email
Vendor
Comparison
SEO
Keywords
Blogging
Social
Email
56. Q.) How will we know what to adjust for
our next inbound marketing campaign if
we don’t analyze the results of this one?
57. Q.) How will we know what to adjust for
our next inbound marketing campaign if
we don’t analyze the results of this one?
A.) We won’t.
58. eBook
Inbound marketing campaign
Prospect Customer
SEO
Keywords
Blogging
Email
Social
Webinar
SEO
Keywords
Blogging
Social
Email
Vendor
Comparison
SEO
Keywords
Blogging
Social
Email
7%
5%
59.
60. 1 Strong understanding of inbound campaigns
2 Actionable steps to help launch your next inbound
campaign
KEY TAKEAWAYS