02.從SEO到Content的企業Inbound Marketing之道_HubSpot Bryan

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主講人：HubSpot 通路業務經理 Bryan Cawse 集客式行銷Inbound Marketing企業成長理論由HubSpot首度提出，主張利用內容經營來滿足受眾需求，透過優質內容培養長期客戶關係。首度邀請HubSpot通路業務管理經理來台分享，從SEO到內容經營的行銷成功心法。

Marketing

MARKETING
41,000+
CUSTOMERS
SALES
CRM 4,000+
AGENCIES

2018:
Everyone knows they need a growth  
strategy rooted in the online world.

The Old Playbook is Broken
83%  
skip ads
91% 
unsubscribe from email
20% 
of EDMs  
are never opened
18,281

Convert Leads
Close Customers
Attract Visitors
Such as:
• SEO
• Blogging
• Social Media
• Paid Ads

Convert Leads
Close Customers
Attract Visitors
Middle of the funnel:
How you take
anonymous traffic
and turn them into
leads

Convert Leads
Close Customers
Attract Visitors
Such as:
• Call-to-Actions
• Landing Pages
• Forms

• Free White-papers

• Free Guides & Tips

• Free eBooks

• Free Checklists

• Free Videos

• Free Kits
AWARENESS  
STAGE
• Free Webinars

• Case Studies

• Product Spec

• Free Events
CONSIDERATION 
STAGE
• Free Trials

• Demos

• Free Consultations

• Estimates or Quotes

• Free Samples & Discounts
DECISION  
STAGE
AUDIENCE?
What converts best for your

Convert Leads
Close Customers
Attract Visitors
Bottom of the funnel:
How you turn those
leads into happy and
profitable customers

Convert Leads
Close Customers
Attract Visitors
Such as:
• Email Marketing
• Marketing
Automation
• Lead Scoring

Inbound Marketing
Attracting customers by
offering them value at every
step of their journey

The goal: 
 
Predictable growth in
leads and customers

Do you understand
your customer’s
journey?
???
???
???
???
???
???

(Most companies don’t
even think about this)
???
???
???
???
???
???

Let’s assume it’s
something like this:
Gets posted
overseas
Finds relocation
service
Researches about
living in Taiwan
Looks into school
options
Asks other expats
for advice
Books
appointments at
schools

Not in control of lead
volume? 
 
Marketing heavily biased
to end of journey?
Gets posted
overseas
Finds relocation
service
Researches about
living in Taiwan
Looks into school
options
Asks other expats
for advice
Books
appointments at
schools

Predictable marketing: 
 
Control every stage of
the journey
Gets posted
overseas
Finds relocation
service
Researches about
living in Taiwan
Looks into school
options
Asks other expats
for advice
Books
appointments at
schools

What does all of this 
look like in practice?

Eton House
Search for this right now to see this in
action

Why SEO is Not Enough
Content is more powerful than keywords
Not every visitor is ready to buy
Prospects want value
1
2
3

3x more likely to see positive ROI
Inbound delivers 54% more leads
Inbound leads cost 49% less than
outbound
1
2
3
Why Inbound is The Answer

Video Recording : https://www.youtube.com/watch?v=5z4SUD6pJIs Global Minds Series #3 invites Mark Roberge, Chief Revenue Officer of HubSpot Sales Division. Prior to this role, Mark served as HubSpot’s SVP of Worldwide Sales and Services from 2007 to 2013, during which time he increased revenue over 6,000% and expanded the team from 1 to 450 employees. These results placed HubSpot #33 on the 2011 INC 500 Fastest Growing Companies list. Mark was ranked #19 in Forbes’ Top 30 Social Sellers in the World. He was also awarded the 2010 Salesperson of the Year at the MIT Sales Conference. In Global Minds Series #3 Mark shared "the secrets to creating revenue growth" by answering questions such as: How can effective marketing generate revenue? How can we use technology to improves sales? Also, how do you build a strong sales team? What kind of person has the talent to help you achieve your sales goals? Co-hosted by Taiwan's first startup school, ALPHA Camp, and Taiwan Startup Stadium (TSS), Global Mind Series is a multi-site, cross-border lecture series with the aim of aligning Taiwan and Southeast Asian startups with the latest from the global tech scene, as well as strengthening the links between startups in America and Southeast Asia. We have brought together international experts from various fields to engage in an international discussion with startups from Singapore, Hong Kong, South Korea, and Taiwan.

5 Refreshingly Awesome Account-Based Marketing Strategies

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Artificial Intelligence in an ABM World

Expert ABM: Bringing Sales and Marketing Together

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#FlipMyFunnel San Francisco - How Fortune 500 Companies Around the World Use ...

Metrics, Measurement and KPI's

How to audit current performance

ROUNDTABLE 2016: HART

Deep Dive: From 1 to 10: What Roles to Hire and When as You Scale Your Market...

Accelerating Conversion & Adoption Through Retargeting by Lauren Vaccarello, ...

Bryan Semple - Don't Listen to the Marketing Consultants

Is Your Sales Process Enterprise Ready? Jodi Maxson @ SalesLoft RM17

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Jessica Fewless: ABM Road Warrior: Lessons Learned from over 100 Customer Mee...

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02.從SEO到Content的企業Inbound Marketing之道_HubSpot Bryan

1. 從SEO到Content的企業Inbound Marketing之道 Bryan Cawse 《HubSpot》通路路業務經理理

2. From SEO to Inbound An Introduction to Inbound Marketing Presented by Bryan Cawse Partnership Manager - Asia

3. MARKETING 41,000+ CUSTOMERS SALES CRM 4,000+ AGENCIES

4. 2018: Everyone knows they need a growth   strategy rooted in the online world.

5. The Old Playbook is Broken 83%   skip ads 91%  unsubscribe from email 20%  of EDMs   are never opened 18,281

6. What Is The Answer?

7. >> >> >> >>Strangers Visitors Leads Customers Promoters ATTRACT CONVERT CLOSE DELIGHT The Inbound Methodology Attracting the right visitors Creating a way to convert leads and close customers so that they become promoters of your brand

8. TOFU

9. Convert Leads Close Customers Attract Visitors Top of the funnel: Any marketing activity that increase brand awareness & traffic

10. Convert Leads Close Customers Attract Visitors Such as: • SEO • Blogging • Social Media • Paid Ads

11. Convert Leads Close Customers Attract Visitors Middle of the funnel: How you take anonymous traffic and turn them into leads

12. Convert Leads Close Customers Attract Visitors Such as: • Call-to-Actions • Landing Pages • Forms

13. • Free White-papers • Free Guides & Tips • Free eBooks • Free Checklists • Free Videos • Free Kits AWARENESS   STAGE • Free Webinars • Case Studies • Product Spec • Free Events CONSIDERATION  STAGE • Free Trials • Demos • Free Consultations • Estimates or Quotes • Free Samples & Discounts DECISION   STAGE AUDIENCE? What converts best for your

14. Convert Leads Close Customers Attract Visitors Bottom of the funnel: How you turn those leads into happy and profitable customers

15. Convert Leads Close Customers Attract Visitors Such as: • Email Marketing • Marketing Automation • Lead Scoring

16. Automate Your Closing

17.   Inbound Marketing Attracting customers by offering them value at every step of their journey

18. The goal:    Predictable growth in leads and customers

19. Do you understand your customer’s journey? ??? ??? ??? ??? ??? ???

20. (Most companies don’t even think about this) ??? ??? ??? ??? ??? ???

21. Let’s assume it’s something like this: Gets posted overseas Finds relocation service Researches about living in Taiwan Looks into school options Asks other expats for advice Books appointments at schools

22. Not in control of lead volume?    Marketing heavily biased to end of journey? Gets posted overseas Finds relocation service Researches about living in Taiwan Looks into school options Asks other expats for advice Books appointments at schools

23. Predictable marketing:    Control every stage of the journey Gets posted overseas Finds relocation service Researches about living in Taiwan Looks into school options Asks other expats for advice Books appointments at schools

24. What does all of this  look like in practice?

31. Eton House

32. Eton House Search for this right now to see this in action

33. Eton House

34. PatSnap 400% more leads

35. Recap