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#SLCHUG / #SLCSEM Summer Sizzle Inbound Marketing Event

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On Tuesday, August 11 2015 we held a great inbound marketing event.

We had two presentations.

#1 Buyer Personas - What are they and why are they important? from Leah Hoyland from HubSpot

#2 Utilize Email To Generate and Nurture Leads/Potential Customers by Darren Faber w/ Foxtail Marketing

Published in: Marketing
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#SLCHUG / #SLCSEM Summer Sizzle Inbound Marketing Event

  1. 1. #SLCHUG AUG 11, 2015 WELCOME TO THE: Wi-fi- lhm-open L: SLCHub P: FolY81z1
  2. 2. #SLCHUG DARIN BERNTSON @iGoByDoc Founder Bernco Media HubSpot Partner Agency Co-Leader SLCHUG SLCSEM Board Member
  3. 3. #SLCHUG BRANDON CARTER @bscarter Work at Access Development Co-Leader of SLCHUG Utah via Oklahoma &Texas 35lbs lighter; 3yo daughter still calls him chubby
  4. 4. #SLCHUG BRANDON CARTER’S QuickAsk Survey on the way… We want your feedback.
  5. 5. #SLCHUG Agenda • Introduction • SLC|SEM Digital Marketing Conference • SLC|SEM Job Board • Buyer Personas • Lead Generation & Nurturing w/ Email • Q&A & Wrap-up
  6. 6. #SLCHUG Leah Hoyland Customer Success Manager
  7. 7. #SLCHUG Darren Faber - Demand Generation Team Lead at Foxtail Marketing @darrenfaber
  8. 8. #SLCHUG Cool Stuff • Welcome to the launch of SLC HUG • Our goal and charter • Volunteers encouraged
  9. 9. #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
  10. 10. #SLCHUG Our Goals For SLCHUG • Frequency – Minimum 4 times a year – Is there a demand for more? • 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
  11. 11. #SLCHUG Volunteers Encouraged • Welcome to the launch of SLC HUG • Our goal and charter • Volunteers encouraged
  12. 12. #SLCHUG
  13. 13. #SLCHUG Save $50 use code SaltLakeCityHUG15 at checkout on inbound.com Use code SUMMERSIZ for 25% off tickets
  14. 14. #SLCHUG
  15. 15. #SLCHUG September 2, 2015 Tickets on Sale at SLCSEM.org $200 Single Ticket 0r $300 w/ New Membership – Code SLCHUG Save 20% Thru
  16. 16. #SLCHUG • Garret Stembridge • Jordan Kasteler • Rick Galan • Rob Johnson • Scott Baird • Sam Fonoimoana • Jessie Mamey • Dallin Price • Matt Siltala • Mike Templeman • Chris Dayley • Bryant Garvin Jana Francis ADDITIONAL SPEAKERS INCLUDE (in no particular order)
  17. 17. #SLCHUG
  18. 18. #SLCHUG Finch PPC Agency & Software Company Sr. Paid Search Analyst Draper 2+ Years AdWords experience Excel & Google Analytics Experience SLC|SEM Job Board
  19. 19. #SLCHUG Most interesting tweet today on #SLCSEM and #SLCHUG during the event … according to TOPSY WIN A TICKET
  20. 20. #SLCHUG
  21. 21. #SLCHUG READY?
  22. 22. #SLCHUG Leah Hoyland Customer Success Manager
  23. 23. #SLCHUG BUYER PERSONAS: WHAT ARE THEY? WHY ARE THEY IMPORTANT? HOW DO I CREATE ONE?
  24. 24. #SLCHUG TODAY’S GOAL: Will be able to create a more effective inbound strategy by analyzing and sharing buyer persona examples and research techniques.
  25. 25. #SLCHUG AGENDA What is a Buyer Persona. How to Create Buyer Personas. Examples 1 2 3 4 Why are Buyer Personas Important?
  26. 26. #SLCHUG WHAT IS A BUYER PERSONA?
  27. 27. #SLCHUG Semi-fictional representations of your ideal customers based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. Buyer Personas are:
  28. 28. #SLCHUG General demographic & biographic information BUYER PERSONAS ARE: Common behavior patterns Shared Pain Points Universal goals, wishes, dreams 1 2 3 4
  29. 29. #SLCHUG Dependent on specific tools or technology BUYER PERSONAS ARE NOT: Target markets Job titles/roles Specific real people 1 2 3 4
  30. 30. #SLCHUG PRIZE.
  31. 31. #SLCHUG WHY ARE BUYER PERSONAS IMPORTANT?
  32. 32. #SLCHUG It helps with every stage of the methodology
  33. 33. #SLCHUG Personas help identify where your ideal customers spend time on the internet – so you can be there too. IMAGE CREDIT: LIFEOFPIX.COM
  34. 34. #SLCHUG Buyer personas guide product & service development. IMAGE CREDIT: LIFEOFPIX.COM
  35. 35. #SLCHUG Personas help you create the right content. IMAGE CREDIT: KABOOMPICS.COM
  36. 36. #SLCHUG by the numbers.
  37. 37. #SLCHUG
  38. 38. #SLCHUG HOW TO CREATE BUYER PERSONAS.
  39. 39. #SLCHUG BUYER PERSONA CREATION NOTES: 1 2 3 Details Matter! You don’t have to have an answer to every questions. Personas don’t have to ever be “done.”
  40. 40. #SLCHUG Identify questions to ask to develop your persona1 STEPS TO CREATE BUYER PERSONAS Determine how you’ll research your personas Use the buyer persona-building best practices to transform your research into a complete persona. 2 3 4 Compile research and answers to your paraphrased version of
  41. 41. #SLCHUG Identify questions to ask to develop your persona1 STEPS TO CREATE BUYER PERSONAS Determine how you’ll research your personas Use the buyer persona-building best practices to transform your research into a complete persona. 2 3 4 Compile research and answers to your paraphrased version of
  42. 42. #SLCHUG Persona Detail Questions to Ask Role What is your job role/role in life? Your title? How is your job/role measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you? Company/Organization What industry or industries does your company work/is your role in? What is the size of your company/organization (revenue, employees)? Goals What are you responsible for? What does it mean to be successful in your role? Challenges What are your biggest challenges? Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong? Personal Background Age, Family (married, children), Education Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information? Persona Profile Checklist
  43. 43. #SLCHUG Identify questions to ask to develop your persona1 STEPS TO CREATE BUYER PERSONAS Determine how you’ll research your personas Use the buyer persona-building best practices to transform your research into a complete persona. 2 3 4 Compile research and answers to your paraphrased version of
  44. 44. #SLCHUG Interview current customers RESEARCHING YOUR PERSONAS: 1 2 3 4 Research/survey your customers Use data from form fields 5 Talk to Sales! Ask questions on social media!
  45. 45. #SLCHUG
  46. 46. #SLCHUG
  47. 47. #SLCHUG Search for your keywords on various social networks EVEN MORE WAYS TO RESEARCH YOUR PERSONAS: 6 7 8 Check out the comments section on key industry blogs- what are people talking about? Use HubSpot lead intelligence
  48. 48. #SLCHUG
  49. 49. #SLCHUG Identify questions to ask to develop your persona1 STEPS TO CREATE BUYER PERSONAS Determine how you’ll research your personas Use the buyer persona-building best practices to transform your research into a complete persona. 2 3 4 Compile research and answers to your paraphrased version
  50. 50. #SLCHUG COMPILING YOUR PERSONA RESEARCH
  51. 51. #SLCHUG Persona Development Worksheet
  52. 52. #SLCHUG Identify questions to ask to develop your persona1 STEPS TO CREATE BUYER PERSONAS Determine how you’ll research your personas Use the buyer persona-building best practices to transform your research into a complete persona. 2 3 4 Compile research and answers to your paraphrased version
  53. 53. #SLCHUG Focus on the motives behind behaviors. Don’t pay attention to what someone is doing, pay attention to why they’re doing it.
  54. 54. #SLCHUG
  55. 55. #SLCHUG Deciding on a primary persona will help you understand which one to focus on first. Focus on one primary persona.
  56. 56. #SLCHUG
  57. 57. #SLCHUG PRIZE.
  58. 58. #SLCHUG EXAMPLES.
  59. 59. #SLCHUG Maryis 42 years old and has a Bachelor of Communications from Syracuse and an MBA from Babson. She is married, has 2 kids, and runs the marketing department at an expert at outbound and traditional marketing, with 5-15 years of experience. She "brand presence" and hired a firm to redesign her website. She outsources a fair because she has an easier time getting budget than headcount. Mary craves know the latest in what works in marketing and why she should invest in one area over A lot of Mary's job is "keeping things running" - supporting sales, updating the website, leads (rarely with a concrete goal in mind). Mary needs a simple, integrated tool that job more effectively and also make it easier. If she screws that up, she risks getting team and her boss, the CEO. Mary dresses “business casual” and does most of her shopping at Ann Taylor. She sharing photos with friends, email communication, and is starting to play around with accounts for her company. She uses LinkedIn, Facebook (for family photos), and company account with <100 followers).
  60. 60. #SLCHUG REVIEWED: What is a Buyer Persona. How to Create Buyer Personas. Examples 1 2 3 4 Why are Buyer Personas Important?
  61. 61. #SLCHUG TODAY’S GOAL: Can create a more effective inbound strategy by analyzing and sharing buyer persona examples and research techniques.
  62. 62. #SLCHUG
  63. 63. #SLCHUG QUESTIONS?
  64. 64. #SLCHUG TUESDAY, AUGUST 25th at 2pm EST. BUYER PERSONA Inbound Learning Broadcast http://academy.hubspot.com/broadcasts
  65. 65. #SLCHUG THANK YOU.
  66. 66. #SLCHUG Darren Faber - Demand Generation Team Lead at Foxtail Marketing - HubSpot Partner Certified - Creator of #HubTips video series @darrenfaber
  67. 67. #SLCHUG - Content Marketing and Demand Gen Agency - HubSpot Gold Partner - Currently #3 in Rookie of the Year standings for the 2015 HubSpot Impact Awards Foxtail Marketing @followfoxtail
  68. 68. #SLCHUG TOP MIDDLE BOTTOM The Sales/Marketing Funnel
  69. 69. #SLCHUG TOP MIDDLE BOTTOM How do you get people from here... ...to here?
  70. 70. #SLCHUG You may find some “golden” leads that find you and buy right away.
  71. 71. #SLCHUG But most leads will need to be guided to the sale.
  72. 72. #SLCHUG Why Do You Need a Nurture Strategy?
  73. 73. #SLCHUG Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (Source: The Annuitas Group)
  74. 74. #SLCHUG Companies that invest in marketing automation solutions see 70% faster sales cycle times, and 54% improvement in quota achievement. (Bulldog Solutions)
  75. 75. #SLCHUG 65% of B2B marketers have not established lead nurturing. (Source: MarketingSherpa)
  76. 76. #SLCHUG Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research)
  77. 77. #SLCHUG Nurtured leads make 47% larger purchases than non- nurtured leads. (Source: The Annuitas Group)
  78. 78. #SLCHUG Nurturing Leads Is Like Cooking a Meal
  79. 79. #SLCHUG Preparation: What content do you need for each stage of the customer journey?
  80. 80. #SLCHUG Top of Funnel Content Attract and Engage - Blog Posts - Infographics - Quizzes - “Fun” content. TOP MIDDLE BOTTOM
  81. 81. #SLCHUG Middle of Funnel Content Teach and Inform - eBooks - Whitepapers - Case Studies - Webinars - Slide Decks - Podcasts TOP MIDDLE BOTTOM
  82. 82. #SLCHUG Bottom of Funnel Content Convince and Convert - Audits - Demos - Free Trials - Sales Materials MIDDLE TOP MIDDLE BOTTOM
  83. 83. #SLCHUG Now that you have content, you need people to nurture.
  84. 84. #SLCHUG Option 1: Existing Email List
  85. 85. #SLCHUG Option 2: Collect Emails
  86. 86. #SLCHUG Capture the Email. Email is the #1 Way to Nurture Leads.
  87. 87. #SLCHUG Relevant emails drive 18 times more revenue than broadcast emails. (Source: Jupiter Research)
  88. 88. #SLCHUG Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts.
  89. 89. #SLCHUG Lead nurturing emails generate an 8% CTR compared to general email sends, which generate just a 3% CTR.
  90. 90. #SLCHUG “Workflow that Mofo”- Brandon Carter
  91. 91. #SLCHUG
  92. 92. #SLCHUG
  93. 93. #SLCHUG
  94. 94. #SLCHUG
  95. 95. #SLCHUG
  96. 96. #SLCHUG
  97. 97. #SLCHUG
  98. 98. #SLCHUG
  99. 99. #SLCHUG
  100. 100. #SLCHUG
  101. 101. #SLCHUG
  102. 102. #SLCHUG
  103. 103. #SLCHUG
  104. 104. #SLCHUG
  105. 105. #SLCHUG How long do you nurture your leads?
  106. 106. #SLCHUG 1. Until the lead reaches out to you
  107. 107. #SLCHUG 2. Until the end of the nurture track
  108. 108. #SLCHUG Add a call-to-action email to finish off the nurture.
  109. 109. #SLCHUG 3. Until the Lead has been sufficiently qualified through Lead Scoring
  110. 110. #SLCHUG Lead Scoring - Giving a point value for actions taken by contacts to determine the quality of the lead.
  111. 111. #SLCHUG 79% of B2B marketers have not established lead scoring. (Source: MarketingSherpa)
  112. 112. #SLCHUG 61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. (Source: MarketingSherpa)
  113. 113. #SLCHUG Lead Scoring provides an effective system by which leads get qualified by marketing before being passed to the sales team.
  114. 114. #SLCHUG Step 1: Decide on a point threshold.
  115. 115. #SLCHUG Rule of Thumb: # of desired engagements x 10
  116. 116. #SLCHUG
  117. 117. #SLCHUG Step 2: Give each action a point value.
  118. 118. #SLCHUG
  119. 119. #SLCHUG
  120. 120. #SLCHUG
  121. 121. #SLCHUG Start with the actions that automatically qualify a lead.
  122. 122. #SLCHUG Then add the smaller steps.
  123. 123. #SLCHUG Clicked through an email - 5 points Downloaded a guide - 10 points Downloaded a case study - 10 points Registered for a webinar - 15 points Example:
  124. 124. #SLCHUG Once a lead is qualified, they should be removed from the nurture campaign.
  125. 125. #SLCHUG
  126. 126. #SLCHUG Activate the workflow. Now you have a functioning nurture campaign!
  127. 127. #SLCHUG Quick Recap from a Lead’s Perspective
  128. 128. #SLCHUG They ask for a meeting, get qualified, or get contacted at the end The lead downloads a piece of content They receive an introductory email They receive additional content in their email
  129. 129. #SLCHUG
  130. 130. #SLCHUG Thank You If you have any additional questions, feel free to contact me: darren@foxtailmarketing.com @darrenfaber
  131. 131. #SLCHUG 132 All-in-One Marketing Software Search Engine Optimization Blogging & Social Media Lead Generation Email & Automation Marketing Analytics Lead Management
  132. 132. #SLCHUG September 2, 2015 Tickets on Sale at SLCSEM.org $200 Single Ticket 0r $300 w/ New Membership – Code SLCHUG Save 20% Thru
  133. 133. #SLCHUG STAY TUNED FOR NEXT EVENT THANK YOU

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