#DFB2B 2015 - Steve Vaughan, Inbound Marketing your secret weapon
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Steve Vaughan, HubSpot Meer traffic, meer leads, meer klanten met HubSpot all-in-one marketing software The question is simple: will you position your business so that you can not only survive the next 5-10 years of digital transformation, but capitalise on it so you become a thought-leader in your sector and grow your business in a predictable and scalable manner? Meer info: www.dfb2b.nl Powered by: www.webs.nl
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#DFB2B 2015 - Steve Vaughan, Inbound Marketing your secret weapon
- 1. INBOUND MARKETING: Your Secret Weapon . Steve Vaughan, HubSpot International
- 4. Marketing has a Lovability Problem stockbrokers lawyers salespeople lobbyists marketers Less Lovable More Lovable
- 8. 91% unsubscribe from email 44% of direct mail is never opened 86% skip TV ads 200M on the Do Not Call list BROKEN. THE OLD MARKETING PLAYBOOK IS
- 9. how your customers buy today
- 11. Research Options Research Options ORGANIC - 92% CLICK HERE
- 12. Trust Networks ENGAGED WITH SALES VIA TWITTER
- 14. Octopus Group/Brightfire/HubSpot – The Human CIO
- 15. They like to educate themselves rather than speak with a sales person 60% of the sales cycle is over – before a buyer talks to your salesperson. Corporate Executive Board: bit.ly/zub217
- 16. Your consumer has changed, They are in control.
- 17. HOW CAN YOU DO MARKETING THAT Your Buyer WILL LOVE? ?
- 20. The Inbound Funnel Persona Driven Content + Context
- 21. In simple terms you create value (content) for your customers, experiences they will love (context).
- 23. Buyer Personas Building Buyer Personas tell us who we are creating content for and why they will buy from us.
- 24. MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (50-500 employees) • Small marketing team (1-5 people) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO
- 25. CORPORATE CATHY• Director of Marketing Operations (VP Marketing , Product Marketing) • Large company (500-2,000 employees) • Marketing team of 15+ Goals: • Demand/pipeline generation • Campaign execution and coordination Challenges: • Working with sales • Data & technlogy overload Loves HubSpot because: • Integration with all of her systems • Homebase for marketing with takeaways • Easy to execute on campaigns
- 26. Talk to your prospects, customers, and sales teams The biggest problem our prospects have is…
- 28. Use Analytics and Lead Intelligence
- 30. 1 BUYER PERSONAS Understand Your Audience 1 Attract and Convert with Content 2
- 31. Create content that adds value, answers questions, solves a pain point, or just entertains.
- 32. ATTRACT QUALIFIED VISITS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
- 33. Close Repurposed Curated Created Co-marketing Resources Required Expected Results YOUR CONTENT TYPES
- 34. Close Repurposed Curated Created Co-marketing Resources Required Expected Results YOUR CONTENT TYPES
- 36. Close Repurposed Curated Created Co-marketing Resources Required Expected Results YOUR CONTENT TYPES
- 38. Close Repurposed Curated Created Thought Leadership Resources Required Expected Results YOUR CONTENT TYPES
- 39. Blog & eBooks Tools Photos Videos & Podcasts Presentations RECYCLE AND PUBLISH IN LOTS OF FORMATS
- 41. Close Repurposed Curated Created Co-Marketing Resources Required Expected Results YOUR CONTENT TYPES
- 43. CONVERTS INTO QUALIFIED LEADS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
- 44. Calls to Actions to Downloadable Content
- 45. CONTENT TO CONVERT Completes Form (Stage = Lead)
- 47. Corporate Cathy
- 48. ASSETS MEAN YOU OWN YOUR MARKETING Vs 70% of our blog leads are from OLD articles
- 49. IMPACT OF WEBSITE CONTENT ON INBOUND LEADS.
- 50. IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS.
- 51. 3 Create Marketing Assets Create a Content Machine 23 Context to Personalise your Funnel3 USE CONTEXT TO PERSONALISE
- 52. CONTEXT TO SELL Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Mary
- 53. CONTENT TO ATTRACT I have a question about “marketing org structure”
- 54. CONTENT TO CONVERT Call to Action to download eBook (Stage = Visitor) Reads our blog post
- 55. CONTEXT TO PERSONALIZE Demographic Data Name Email & Phone Role & Department Company & Industry Employees / Team Challenges / Goals Geographic location
- 56. CONTEXT TO PERSONALIZE Behavioural Data Blog articles read Forms completed Content downloaded Website visits Emails opened Social media actions Videos watched
- 57. CONTEXT TO BUILD A 360° VIEW Behaviroal Data Blog articles read Forms completed Content downloaded Website visits Emails opened Social media actions Videos watched Demographic Data Name Email & Phone Role & Department Company & Industry Employees / Team Challenges / Goals Geographic location Who they are What they are interested in
- 58. CONTEXT TO PERSONALIZE Delight I love this topic Easily send follow up offer to all people who download this content
- 60. CONTEXT TO PERSONALIZE Call to Action for Inbound Marketing Strategy feedback (Stage = Marketing Qualified Lead)
- 61. CONTEXT TO SELL Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
- 62. CONTEXT TO SELL DelightReady to be called (Stage = Sales Qualified Lead)
- 63. CONTEXT TO SELL MORE Register for Inbound (Stage = Customer)
- 64. CONTENT + CONTEXT TO DELIGHT Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
- 65. Why Now?
- 69. Attracting Visitors Average Customer ROI after using Software for 1 Year 3.5x Average Increase in Monthly Website Visitors Converting Leads 6.1x Average Increase in Monthly Leads Closing Customers 69% Report Growth in Revenue Source: MIT Sloan graduate student study available at HubSpot.com/ROI
- 72. My competition doesn’t do this. Be different!
- 73. I don’t want to be stuck. Well, change directions and experiment
- 74. http://www.hubspot.com/marketing-statistics In God we trust, all else bring us data! My boss said “Show me the money”!
- 76. Marketing has a Lovability Problem marketers Less Lovable More Lovable
- 77. TIME TO JUMP IN ALL THE WAY! 77
- 78. Steve Vaughan, HubSpot International @SVaughanInbound svaughan@hubspot.com #DFB2B INBOUND MARKETING: Your Secret Weapon. Thank You!