This document discusses using inbound marketing to deliver leads and build value. It outlines the skills required for an inbound marketing strategy, including content creation, social media, and more. Metrics like visitors, conversion rates, and lead generation are important to track. The document also provides an example of moving contacts through the marketing funnel, from top to bottom, using content to attract, engage, and convert visitors into customers. Overall, the key takeaway is that an inbound strategy can significantly increase qualified leads, conversions, and revenue over time.

1. Delivering Leads &
Building Value
Using
Inbound Marketing
@knowmadtech

2. Wild West of Internet
Marketing

3. Skills Req’d
• Web development & web • Audience analysis
design
• Email marketing
• Content planning
• Conversion optimization
• Sales & business analysis
• Search engine
• Analytics optimization
• Copywriting & blogging • Social media marketing
• Blogger outreach • Graphic design
• And more...

4. Inbound Marketing
Map

5. Why Inbound?
• Cost-per-lead is typically 61% less than outbound.
• Higher lead quality; SEO leads have 14.6% close
rate vs. 1.7% for outbound.
• 57% of businesses studied have acquired
customers via blogging.
• 65% of B2B businesses acquired customers via
Linkedin; 77% of B2C have acquired customers via
Facebook.
Source: 2012 State of Inbound Marketing by Hubspot
http://bit.ly/SOIM12

6. Sales
+
Marketing

7. Aligning Marketing with
Sales

8. Inbound Marketing Funnel
Top of the Funnel (TOFU):
Something educational and related, but
not directly about your product/service
Examples: Whitepaper, Contest, eBook, Give Away
Middle of the Funnel (MOFU) :
Something that both educates and introduces the
product/service
Examples: Webinar, Case Study, Product Fact Sheet
Bottom of the Funnel:
Something that gets a lead on the phone with a sales
rep
Examples: Demo, Consultation

9. Solimar Buying Process

10. Solimar Funnel

11. Solimar Activities

12. 3 Metrics that
Matter Most
• Visitors
• Visitor to Lead conversion %
• Lead to Customer conversion %

13. Long-term value
creation
• Reusable content library
• Segmented contacts
• Targeted Messaging
• Reusable campaigns
• Sales intelligence

14. PERSONAS
NEEDED

15. Qualification
• Define a qualified lead
• Content & messaging targeted to personas
• Qualifying by behavior & interest
• Feed information back to sales
do
hen
all ? W
I c
sho uld
Wh o I c all?
What will we talk about?

16. The Magic of Content
• Used to provide “value first”.
• Creates visibility by sharing (syndication,
social, etc.) & credibility
• Valuable to readers (get contact info & stay
in touch)
• Used to grade leads by behavior &
segmentation

17. Example Top of Funnel
Marketing Process
1. Create Content - Blog posts, videos, slides on slideshare,
case studies, press releases, et al.
2. Tie to appropriate offers (conversion)
3. Optimize for search & social (e.g.: infographics)
4. Promote (syndication, press releases, guest blogging,
social media, email marketing, et al.)
O FU
T

18. http://selnd.com/13gr6nk

19. Attract: Building Reach

20. Engage: Building Contacts

21. Engage: Building Contacts
• 500% increase in
sales leads
• 10% of gross
revenue created
from web leads

22. Convert: New Customers
• 400%+ increase
in leads in first 4
months
• More than 30
new clients
acquired in first
12 months.
• 15% of total
sales revenue
created from
online leads

23. Key Take-aways
• Personas drive all content development.
• Map content to buying process.
• Qualify using offers.
• Conversions increase over time, even if
traffic levels out.
• Sales will love you....eventually.

24. What’s your next
step?

25. Resources
• www.knowmad.com/resources
• www.knowmad.com/latest/blog
• www.hubspot.com
• http://selnd.com/13gr6nk - Jordan’s article on
promotion
• Leave your business card...
@dionak
www.knowmad.com diona@knowmad.com