7 Steps of Inbound Marketing Success

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Taking you through the key steps for successful inbound marketing campaigns and tactics, as presented by Felicity McCarthy, Spark Digital, at 3XE Digital Conference, Oct 2015

Marketing

7 Steps to Inbound Success
Felicity McCarthy
Oct 2015

Inbound
Inbound
Content
SEO
Social
Email

Is Inbound right for me?
Explore
need
Identify
need
Evaluate
options
Address
concerns
Make the
purchase
Evaluate
How long is your sales
cycle?
How many touchpoints do
you have with prospects on
that cycle?
Could you/should you have
more digital touchpoints?

Buyer Personas
Who are your key decision
makers?
• Age & Gender
• Interests
• Role & Education
• Industry
• Pain Points
• Proposition
• Motivations
IT
Manager
Business
Owner
Buyer/Pla
nner
Marketing
Manager
Finance
Manager
Car Buyer
Home
Buyer
Facilities
Manager
Constructi
on
Engineer

Customer Journey
Buyer Personas
2. Customer Journey

Map your customer journey
Reach
• prospects
• customers
Act
• achieve
interaction
Convert
• to lead
• to sale
Engage
• through
time
Ref: SmartInsights by Dave Chaffey

Content
Creation
Customer Journey
Buyer Personas
3. Content Creation

Create great content
eBooks
Guides
Webinars:
Live & on-demand
Live Demos
Videos:
Testimonials
Instructional
Educate, engage, inform or motivate
Truly unique
High value

Align content to journey
• Blog
• Infographics
• Articles
Reach
• eBooks
• Webinars
• Guides
Act
• Live demos
• Free trials
• Customer testimonials
Convert
• Advice
• Enhance cust experience
• Exclusive content
EngageRef: SmartInsights
Dave Chaffey

Content
Creation
Automation
Tools
Customer Journey
Buyer Personas
4. Automation Tools

Choose the right tools
Evaluate based on:
• Cost
• Support
• Training required
• Expertise level

Content
Creation
Automation
Tools
Distribute
Content
Customer Journey
Buyer Personas
5. Distribute content

Distribute your content
Seed out through relevant channels

Right content: Right customer
• Target your buyer personas
• Segment through customer lifecycle
(RACE)
• Leverage customer data, create:
• custom audiences
• lookalike audiences
• Retargeting audiences

Content
Creation
Automation
Tools
Distribute
Content
Customer Journey
Buyer Personas
6. Lead Capture & Score
Lead Capture
& Scoring

Capture leads & score them
• Collect essential data only
• Track the source
• Score based on source:
• Download report
• Webinar
• Live demo
• Free Trial
• Free phone
consultation

3. Content
Creation
4. Automat’n
Tools
5.
Distribute
Content
2. Customer Journey
1. Buyer Personas
6. Lead Capture
& Scoring
7. Nurture & Close
7. Nurture
& Close

Nurture Leads
• Be systematic
• Track every contact
• Respond to every lead
• Stay in touch
• Learn and iterate
79% of marketing leads never convert into sales, due to lack
of lead nurturing. (MarketingSherpa)

Close the deal
Marketing & Sales collaborate
on sales execution, using:
• Lead sources
• Lead scoring
• Lead qualification
• Close the sale
Closing
Qualify
Score
Source

Measure - KPIs
REACH ACT CONVERT ENGAGE
Unique users Site Traffic Unique visitors Repeat visits
Audience size Time on site Registrations/a
ttendees
Time on site
Reach of
ads/content
Pages per visit Scored leads Social
Engagement
Bounce Rate

Goals:
Transition from data marketplace to cloud
based big data business
Method:
Focus on customers, map customer intent
through the funnel.
Develop funnel with high quality content –
reports, webinars & online workshops
Results:
Grew database 94% in year of test
Grew run rate of lead gen by 358% in 1 year.
Example: Infochimps

3. Content
Creation
4. Automat’n
Tools
5.
Distribute
Content
2. Customer Journey
1. Buyer Personas
6. Lead Capture
& Scoring
Your Inbound Formula
7. Nurture
& Close

Thank You
Follow @sparkfelicity
/sparkdigital.ie

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7 Steps of Inbound Marketing Success

1. 7 Steps to Inbound Success Felicity McCarthy Oct 2015

2. Inbound Inbound Content SEO Social Email

3. Is Inbound right for me? Explore need Identify need Evaluate options Address concerns Make the purchase Evaluate How long is your sales cycle? How many touchpoints do you have with prospects on that cycle? Could you/should you have more digital touchpoints?

4. Your Inbound Strategy

5. Buyer Personas 1. Buyer Personas

6. Buyer Personas Who are your key decision makers? • Age & Gender • Interests • Role & Education • Industry • Pain Points • Proposition • Motivations IT Manager Business Owner Buyer/Pla nner Marketing Manager Finance Manager Car Buyer Home Buyer Facilities Manager Constructi on Engineer

7. Customer Journey Buyer Personas 2. Customer Journey

8. Map your customer journey Reach • prospects • customers Act • achieve interaction Convert • to lead • to sale Engage • through time Ref: SmartInsights by Dave Chaffey

9. Content Creation Customer Journey Buyer Personas 3. Content Creation

10. Create great content eBooks Guides Webinars: Live & on-demand Live Demos Videos: Testimonials Instructional Educate, engage, inform or motivate Truly unique High value

11. Align content to journey • Blog • Infographics • Articles Reach • eBooks • Webinars • Guides Act • Live demos • Free trials • Customer testimonials Convert • Advice • Enhance cust experience • Exclusive content EngageRef: SmartInsights Dave Chaffey

12. Example Content

13. Content Creation Automation Tools Customer Journey Buyer Personas 4. Automation Tools

14. Choose the right tools Evaluate based on: • Cost • Support • Training required • Expertise level

15. Content Creation Automation Tools Distribute Content Customer Journey Buyer Personas 5. Distribute content

16. Distribute your content Seed out through relevant channels

17. Distribute your content

18. Right content: Right customer • Target your buyer personas • Segment through customer lifecycle (RACE) • Leverage customer data, create: • custom audiences • lookalike audiences • Retargeting audiences

19. Content Creation Automation Tools Distribute Content Customer Journey Buyer Personas 6. Lead Capture & Score Lead Capture & Scoring

20. Capture leads & score them • Collect essential data only • Track the source • Score based on source: • Download report • Webinar • Live demo • Free Trial • Free phone consultation

21. 3. Content Creation 4. Automat’n Tools 5. Distribute Content 2. Customer Journey 1. Buyer Personas 6. Lead Capture & Scoring 7. Nurture & Close 7. Nurture & Close

22. Nurture Leads • Be systematic • Track every contact • Respond to every lead • Stay in touch • Learn and iterate 79% of marketing leads never convert into sales, due to lack of lead nurturing. (MarketingSherpa)

23. Close the deal Marketing & Sales collaborate on sales execution, using: • Lead sources • Lead scoring • Lead qualification • Close the sale Closing Qualify Score Source

24. Measure - KPIs REACH ACT CONVERT ENGAGE Unique users Site Traffic Unique visitors Repeat visits Audience size Time on site Registrations/a ttendees Time on site Reach of ads/content Pages per visit Scored leads Social Engagement Bounce Rate

25. Flow: Sage Ireland

26. Flow: SumoMe.com

27. Flow: Canva

28. Goals: Transition from data marketplace to cloud based big data business Method: Focus on customers, map customer intent through the funnel. Develop funnel with high quality content – reports, webinars & online workshops Results: Grew database 94% in year of test Grew run rate of lead gen by 358% in 1 year. Example: Infochimps

29. 3. Content Creation 4. Automat’n Tools 5. Distribute Content 2. Customer Journey 1. Buyer Personas 6. Lead Capture & Scoring Your Inbound Formula 7. Nurture & Close

30. Thank You Follow @sparkfelicity /sparkdigital.ie

7 Steps of Inbound Marketing Success

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