Jenna Engel, an Inbound Marketing Specialist at Jul Creative, discusses how inbound methods increase your chances of attracting, converting, closing, and delighting your target market!

1. Marketing Powered by Data julcreative.com | @julcreativeMarketing Powered by Data
BUILDERS ASSOCIATION OF
THE TWIN CITIES
Introducing your Chief Growth Officer
February 2016

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Tweet @julcreative
#BuildingBetterMarketing
Questions
Comments
Interesting Takeaways

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Cost of Customer Acquisition (COCA)
EXAMPLE
Total Marketing Staff Costs $200,000
Total Advertising Costs $300,000
Total Technology (Salesforce, Pardot,
Hubspot, etc.)
$150,000
Total Marketing Costs $650,000
New Annual Customers 50
COCA $650,000 / 50 = $13,000

4. Marketing Powered by Data
Inbound marketing costs
per lead than traditional, outbound marketing.
AVG COST/LEAD: $143
AVG COST/LEAD: $373
OUTBOUND INBOUND
SOURCE: HUBSPOT, 2014

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Marketing Methods
Used in Home
Searches Today
• Internet: 90%
• Yard Sign: 53%
• Home Tours: 45%
• Newspaper Ad: 27%
• Homes Magazine: 18%
Source: Joint Study with Google and Consumer and Market Trends in Real Estate

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Breakout Discussion
Take 5-10 minutes at each of
your tables and discuss how
prospects are finding
homebuilder companies online.

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Attract
Strangers Visitors
Blog
Keywords
Social Media

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Measure
Attract
Email
Signals
Workflows
Events
Social Inbox
Smart Content
Ample Opportunity For Your Industry
Keyword Monthly Search Difficulty
(1 easy-100 hard)
Custom Homes 3,600 16
Building a Home 2,400 58
Custom Home Builders 4,400 60
Custom Home Builder 1,300 59

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• 71% of people say blogs affect
their purchasing decision (HubSpot
2014)
• 80% of blog visits are complete
strangers that have never been
onto your companies website
(HubSpot 2014)
• Companies that blog have 55%
more website visitors than those
that don’t (HubSpot 2013)

11. 57%of businesses have
acquired a customer
through their
company blog.
SOURCE: HUBSPOT,
2013

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More Blogs, More Leads

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Breakout Discussion
Take 5-10 minutes at each of your tables and discuss
this scenario: You have attracted a qualified prospect,
they saw your post on social media of your blog and
clicked to read it.
Now what? How are you
going to interact with them,
figure out who they are
once they get onto your
site?

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Blog Post

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Convert
Visitors Leads
Forms
Calls-to-action
Landing Pages

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Measure
Attract
Blog
Keywords
Social Media
Events
Social Inbox
Smart Content

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Target Buyer Persona: Melissa & Mike the Gen-Y
Personal
Background:
Role: Influential
Position in
Company
Company
Information:
Goals and Challenges
Shopping & Industry
News Preference:
Age: 32-37
Family: Married
with 1-2 children
in pre-school or
younger
Education:
College Degrees
Job Measured:
staying ahead of
competition,
efficiency,
employee
productivity
Skills Required:
People
management,
analysis, decision
maker,
Position:
Manager, C-
Suite,
Entrepreneur
Manages:
General
Managers
Yearly Salary:
$125k+
Success Means:
growth, wealth,
happiness with family
Value Most: family,
success
Biggest Challenge:
balancing work & life.
Biggest Objections:
Finding an honest,
open ended contractor
to help them build their
dream home. Also
looking for ways to
make this process less
time consuming
Preferred
Communication:
Phone and email
Use internet for
buying research: Much
Social Networking:
Twitter, snap chat
Pinterest Facebook,
LinkedIn, & Google+
Buyer Persona

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Target Buyer Persona: Bob & Sue Soon to be Retirees
Personal
Background:
Role: Influential
Position in Company
Company
Information:
Goals and Challenges
Shopping & Industry
News Preference:
Age: 55-62
Family: Married
with grown
children in their
30s
Education:
college degrees
Job Measured:
roles and
responsibility are
being reduced
consistently, worked
to improve upper
management
productivity within
the company
Skills Required:
People
management,
analysis, decision
maker,
Position:
small business
owner / upper
level
management
Manages:
General
Managers
Yearly Salary:
$150+
Success Means:
enjoying what they worked
for the past 40 years
together
Value Most: family, raising
grand children, traveling
Biggest Challenge:
Building the perfect home
close to loved ones.
Biggest Objections:
Finding a contractor that
will accommodate their
personalized home plan
and helping create a low
maintenance home.
Preferred
Communication:
Phone and email
Use internet for
buying research:
Much
Social Networking:
Twitter, Facebook &
LinkedIn
Buyer Persona

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Is your sales process based on?
a. The way you want to sell
b. The way Mike and Melissa
are making decisions

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Understand Your Buyers Journey
Meet Them Where They Are

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Buyer Personas + Buyers Journey
= Higher Conversions
PERSONA LIFECYCLE STAGE
Melissa & Mike
The Gen-Y
Melissa and Mike are looking to
sell their ‘starter’ house and are
looking for an honest contractor
to help them build their dream
home. They want a suburban,
safe community with good
schools and an easy commute.
A big backyard and a friendly
neighbor is desired. They are
also concerned with building an
environmentally friendly home
and ways to make this process
less time consuming as
possible.
AWARENESS CONSIDERATION DECISION
• What to look for
when choosing a
custom home
builder contractor
[eBook]
• Ten Mistakes to
Avoid When
Building a New
Home [eBook]
• Fact or Myth:
Ways To Build
Your Home
Environmentally
Friendly
[Whitepaper]
• Checklist on
The Top 5 Facts
to be Aware of
When Hiring a
Contractor
[Checklist]
• The Factoring
Turnaround
Time When
Building a
House Ground
Up [Template]
• Top 10
Questions to
Ask a
Contractor
Before Hiring
• Free 30-Minute
Consultation

23. Marketing Powered by Data
Close
Leads Customers
Email
Signals
Workflows

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Smarketing
• Companies with strong sales and marketing
alignment achieve a 20% annual growth rate.
Companies with poor sales and marketing alignment
have a 4% revenue decline. (Infor CRM 2015)
• The most common complaint made by 65% of sales
reps and teams is that they can’t find
content/information to send to prospects. (Kapost 2014)

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Close
• The website and marketing automation
move prospects down the sales funnel
• Smarketing Toolbox helps with
personalized follow up quickly,
with less effort, which increases
follow-up and effectiveness of
follow-up

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Delight
Customers Promoters
Events
Social Inbox
Smart Content

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Delight
• Keep top-of-mind with current clients
• Smarketing Toolbox up-sell

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Inbound Methodology
Convert Close Delight MeasureAttract
Strangers Visitors Leads Customers Promoters
Blog
Keywords
Social Media
Forms
Calls-to-Action
Landing Pages
Email
Signals
Workflows
Events
Social Inbox
Smart Content
HubSpot
Google Analytics
Google Webmaster

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The bad news:
We’re way
behind.
The good news:
Plenty of open
opportunity in
your industry!

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What We Know…
• In 2015, 81% of the buyers journey starts
with with online search.
• 90% of people looking to build or buy a home
use the internet to research.
• By 2020, customers will manage 85% of their
relationships without talking to a human.

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The Costs of Doing Nothing
• Maintain status quo
• Relevancy is reduced, day by day
• Your competition adapts and kicks your a@#

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Stop Selling. Start Educating.
Educational Marketing is
about understand buying
behavior

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Lead Generation
Warriors!

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Discussion
Is there anyone who would like to evaluate their website
with the group? If so, would everyone please jot down 3
positive attributes of the website and 3 negative attributes.

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Contact Info
Jenna Engel
Inbound Marketing Specialist
jenna@julcreative.com
414.852.8889
julcreative.com | @julcreative