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SLCHUG Event: October 27 2016

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At this event we had 3 great speakers in Salt Lake City.
Time Dearlove from HubSpot
Margo Mazur from Wistia
and AJ Wilcox from B2Linked.

Published in: Marketing
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SLCHUG Event: October 27 2016

  1. 1. #SLCHUG Good morning
  2. 2. #SLCHUG Agenda • Welcome • Introductions & House Keeping w/ Doc • Social Selling w/ Tim •Videos That Convert w/ Margot • LinkedIn w/ AJ • Q&A & Wrap-up
  3. 3. #SLCHUG Decks Will Be Available Recap Post Coming
  4. 4. #SLCHUG READY?
  5. 5. #SLCHUG Cool Stuff • Welcome to the launch of SLC HUG • Our goal and charter • Volunteers encouraged
  6. 6. #SLCHUG DARIN BERNTSON @iGoByDoc Founder Co-Leader SLCHUG
  7. 7. #SLCHUG BRANDON CARTER @bscarter Marcom Manager HubSpot Customer Co-Leader of SLCHUG
  8. 8. #SLCHUG Roll Call • First Event? • HubSpot Users? • HubSpot Partner Agencies? • Awesome Guests?
  9. 9. #SLCHUG Registered 150
  10. 10. #SLCHUG Our Goals For SLCHUG • Education – Inbound in general – Some HubSpot specific • Who is this for? – HubSpot Customers, Partners & Prospects – Anyone who wants to sharpen Inbound skills
  11. 11. #SLCHUG Our Goals For SLCHUG • Frequency – Minimum 4 times a year – Fill-in workshops coming in 2017 • These events are for you – We are not here to sell anyone – This is a learning environment – Let’s be “inbound” and be helpful to each other
  12. 12. #SLCHUG Like Our New Digs?
  13. 13. #SLCHUG INFORMAL POLL RESULTS Someplace More Central Better/Free Parking More Topics Per Meeting Deeper Dive Into Toolsets
  14. 14. #SLCHUG
  15. 15. #SLCHUG Who is going this year?
  16. 16. #SLCHUG
  17. 17. #SLCHUG Code: HUGSaltLakeCity for contest and $50 Discount
  18. 18. #SLCHUG HUG Contest Results ?
  19. 19. #SLCHUG Save The Date Our Next SLCHUG Event Thursday, January 26, 2017 Topic TBD
  20. 20. #SLCHUG Let’s Talk Certifications?
  21. 21. #SLCHUG
  22. 22. #SLCHUG Who Has Completed?
  23. 23. #SLCHUG New Certifications Coming Soon
  24. 24. #SLCHUG Go Get Certified
  25. 25. #SLCHUG PROJECTS
  26. 26. #SLCHUG READY?
  27. 27. #SLCHUG READY?
  28. 28. #SLCHUG MEETINGS
  29. 29. #SLCHUG
  30. 30. #SLCHUG READY?
  31. 31. #SLCHUG NEXT UP Tim Dealove
  32. 32. #SLCHUG TIM DEARLOVE @tdearlove Principal Channel Consultant
  33. 33. SOCIAL SELLING TIM DEARLOVE: PRINCIPAL CHANNEL CONSULTANT @ HUBSPOT
  34. 34. IMPACT OF SOCIAL ON BUSINESS Source: http://arresteddevelopment.wikia.com/wiki/Gobias_Industries
  35. 35. Source: HubSpot’s State of Inbound 2016
  36. 36. Source: HubSpot’s State of Inbound 2016
  37. 37. Source: http://blog.simplereach.com/facebook-continues-to-be-the-biggest-driver-of-social-traffic/
  38. 38. WHERE ARE WE? ▸ Importance of video (in general) ▸ Importance of Social as a tool to promote your content ▸ Same challenges persist
  39. 39. HIGH LEVEL THOUGHTS ▸ More than ever - invest in a variety of channels
  40. 40. HIGH LEVEL THOUGHTS ▸ More than ever - invest in a variety of channels ▸ Think about the business value of your investment
  41. 41. https://twitter.com/nitWitty/status/785500645109403652
  42. 42. HIGH LEVEL THOUGHTS ▸ More than ever - invest in a variety of channels ▸ Think about the business value of your investment ▸ Continue to focus on personality + promotion
  43. 43. WHICH AD IS BETTER?
  44. 44. THIS ONE
  45. 45. SOCIAL SELLING: GETTING STARTED
  46. 46. “Social selling is when salespeople use social media to interact directly with their prospects. Salespeople will provide value by answering prospect questions and offering thoughtful content until the prospect is ready to buy.” Sam Kusinitz (HubSpot) DEFINITION
  47. 47. WHY SHOULD I CARE?
  48. 48. BOOM!
  49. 49. SOCIAL SELLING: HIGH LEVEL GOALS ▸ As a sales rep you want to connect with more high quality leads via social ▸ Develop the process for a sales rep to follow to use social effectively ▸ Give Sales Reps the tools to connect with their leads through social channels Source: http://harrypotter.wikia.com/wiki/First_year
  50. 50. STEPS TO GET STARTED (SALES) http://arresteddevelopment.wikia.com/wiki/Gobias_Industries
  51. 51. GET STARTED WITH SOCIAL SELLING ▸ Setup Alerts
  52. 52. GET STARTED WITH SOCIAL SELLING ▸ Setup Alerts ▸ Optimize Profiles
  53. 53. GET STARTED WITH SOCIAL SELLING ▸ Setup Alerts ▸ Optimize Profiles ▸ Find Your Audience
  54. 54. GET STARTED WITH SOCIAL SELLING ▸ Setup Alerts ▸ Optimize Profiles ▸ Find Your Audience ▸ Invest in your own thought leadership
  55. 55. PROVIDE EDUCATION. BE HELPFUL. Me (Right Now)
  56. 56. DON’T SPAM. Me (Again)
  57. 57. EASE UP ON THE SELL. SAY NO TO ABC. Me (Last time, I promise)
  58. 58. STEPS TO GET STARTED FOR MARKETERS http://arresteddevelopment.wikia.com/wiki/Gobias_Industries
  59. 59. HOW TO ENABLE YOUR SALES TEAM ▸ Get Buy In ▸ Help make this as easy as possible ▸ Provide feedback, share data and results
  60. 60. BUY IN ▸ Find the overachievers ▸ Share the right data ▸ Bring in managers
  61. 61. MAKE CONTENT ACCESSIBLE FOR REPS (MAKE IT EASY)
  62. 62. MONTHLY MEETINGS TO REVIEW RESULTS
  63. 63. QUESTIONS? YOU CAN FIND ME @TDEARLOVE
  64. 64. DOWNLOAD THIS DECK: SLCHUG EVENT RECAP
  65. 65. #SLCHUG#SLCHUG Thank You!
  66. 66. #SLCHUG NEXT UP Margot Mazur
  67. 67. #SLCHUG MARGOT MAZUR @margotcodes Partnership Co-ordinator
  68. 68. Salt Lake City HubSpot User Group Video Marketing Basics: Keys To Success
  69. 69. Margot Mazur Partnership Co-ordinator Wistia @margotcodes
  70. 70. Title Text Body Level One Body Level Two Body Level Three Body Level Four Body Level Five Why we love video
  71. 71. Why video? • 93% of businesses who use video believe it has increased user understanding of their product. • 69% of users say they'd share a branded video if it had information that might be of interest to friends. • 64% of businesses who use video believe that it has led directly to increased sales.
  72. 72. Video content doubles time on site Engagement - Marketing Sherpa
  73. 73. Video As A Means To An End
  74. 74. DRIVE TRAFFIC CONVERT LEADS NURTURE LEADS CLOSE SALES SUPPORT CUSTOMERS INCREASE ENGAGEMENT
  75. 75. Drive Traffic
  76. 76. Use short videos or clips with links to drive people to your website.
  77. 77. Increase Engagement
  78. 78. Element Three has seen a 425% increase in traffic per post for video blog content (vs regular blog content)
  79. 79. Convert Leads
  80. 80. Adding video to a webinar registration page makes it more human and inviting
  81. 81. Nurture Leads
  82. 82. Video voicemails establish strong relationships
  83. 83. Close Sales
  84. 84. Using Video Well
  85. 85. video thumbnails: 20-43% higher CTA
  86. 86. Video is a lead generation machine
  87. 87. Landing pages with video have up to 800% more conversion than the same page without a video
  88. 88. Shoot business video on an iPhone
  89. 89. Create a studio on the cheap
  90. 90. 77% of consumers say they’ve been convinced to buy a product or service by watching a video Stats from Wyzowl
  91. 91. Margot Mazur Partnership Co-ordinator Wistia @margotcodes
  92. 92. #SLCHUG#SLCHUG Thank You!
  93. 93. #SLCHUG NEXT UP AJ Wilcox
  94. 94. #SLCHUG AJ WILCOX @wilcoxaj Owner
  95. 95. #SLCHUG@wilcoxaj LinkedIn AdsThe Red-headed Stepchild of B2B PPC #SLCHUG @WilcoxAJ
  96. 96. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj ABOUT AJ WILCOX 10+ Years of PPC and SEO experience Began heavy B2B focus 4 years ago Live in Lehi with my wife and 4 kids Triathlete, exotic car lover, soulless ginger
  97. 97. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj B2B CHALLENGES B2B Marketers have to be more sophisticated Inherent Obstacles with B2B: Delayed Sales Cycles Offline Conversion Events It’s worth it, though! Fortune 1000 72%
  98. 98. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj #PipelineMarketing All leads != equal Make optimization decisions based on real results Return On Ad Spend is the real metric Visits Leads Marketing Qualified Leads Sales Accepted Leads Opportunities Customers
  99. 99. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj KEYWORD TARGETING How do you ensure your dollars are spent on someone with B.A.N.T.? Paid Search (AdWords) keyword-based targeting Intent-based CEOs type the same keywords as janitors Budget Authority Need Timing
  100. 100. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj B2B TARGETING PERSONAL FOCUS BUSINESS FOCUS LOW COST HIGH COST B2B AD OPTIONS Industry Publications Advertise in industry rags (ChiefExecutive magazine) AdTech Vendors Precise Decent Weak
  101. 101. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj LINKEDIN ADVERTISING - PROS Up-To-Date (Self Selected) Robust Targeting Business Mentality No Gatekeeper Larger Deal Sizes
  102. 102. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj LINKEDIN ADVERTISING - CONS The platform is far from perfect: Conversion Tracking (Finally!) Dayparting Hourly Reporting Device-level Bidding Retargeting Opaque Relevancy Score Ignored by LinkedIn (Changing!)
  103. 103. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj WHO’S A FIT? LTV >$15Kis a no-brainer Recruiting Education Subscription Software (SaaS) Company Verticals: Who’s an ideal fit for LinkedIn Advertising?
  104. 104. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj NOT A FIT! Small LTVs (<$10K) Broad Target B2C eCommerce Hard Sell
  105. 105. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj AD UNITS – TEXT ADS 80x80px image .03% CTR is good 25 char headline 75 char adline Desktop ONLY Not available through Hubspot
  106. 106. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj AD UNITS – SPONSORED UPDATES 1200x627px image .4% CTR is good 128 char intro 38 char title 155 char description 65%+ mobile users Available through Hubspot!
  107. 107. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj B2B TARGETING Professional Job Title (Project Manager) Profile Completeness Dependent Job Function (Marketing) Seniority (Manager) Skills (Nunchuck, MySQL) Group (Project Management R Us) Company Category/Industry (Hi-tech, Consumer Goods) Company Size (51 - 2000) Company Name (Microsoft) Education School Name (Stanford) Degree/Field of Study Demographics Gender (M/F/Both) Age (55+) Geography (San Francisco Bay Area) Combinations & Exclusions
  108. 108. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj EFFICIENT LINKEDIN REACH CMO Titles Groups Job Function Skills Titles Groups (+ Seniority) Job Function + Seniority Skills + Seniority
  109. 109. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj WHO USES LINKEDIN ADS? LinkedIn Twitter Facebook Google $0 $2,000 $153 $4,000 $6,000 $8,000 $10,000 $12,000 $14,000 $16,000 $18,000 $20,000 $243 $3,851 $18,100 Q4 2014 Ad Revenues (Millions)
  110. 110. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj CONTENT MARKETING FUNNEL Trial/ Demo Blog Post/Infographic Ebook Webinar Retargeting Email Nurture Low Friction High Friction Guide / Whitepaper
  111. 111. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj GLORIOUS RETARGETING LinkedIn retargeting = Building persona! Facebook Custom Audiences Twitter Tailored Audiences Paid Search retargeting = Building audience around keyword Recommended Retargeting Mix: AdWords ReMarketing Tag Manager Containing:
  112. 112. #SLCHUG@wilcoxaj Q&A AJ@B2Linked.com @WilcoxAJ www.B2Linked.com
  113. 113. #SLCHUG#SLCHUG Thank You!
  114. 114. #SLCHUG#SLCHUG Panel Questions?
  115. 115. #SLCHUG 160 Search Engine Optimization Blogging & Social Media Lead Generation Email & Automation Marketing Analytics Lead Management
  116. 116. #SLCHUG#SLCHUG Coming Soon Workshops, Webinars, Blog, & (Possible) Podcast Diving deeper into HubSpot tools and Inbound Methodology, and User Stories
  117. 117. #SLCHUG Save The Date Our Next SLCHUG Event Thursday, January 26, 2017 Topic TBD

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