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Inbound Marketing
Methodology
1 WHAT IS INBOUND MARKETING?
2 THE PHILOSOPHY: WHY INBOUND WORKS
3 THE METHODOLOGY: HOW INBOUND
WORKS
4 RETURN ON INVESTMENT
INBOUND
MARKETING
1 What is Inbound Marketing?
Instead of buying ads, buying email
lists, or cold calling, inbound marketing
focuses on creating educational
content that pulls people
toward your website where they
can learn more about what you sell on their
own accord.
WHAT IS INBOUND MARKETING?
Market with a magnet, not a sledgehammer
INBOUND IS AN APPROACH TO MARKETING
THAT REACHES TODAY’S CUSTOMERS
Understand what
content pulls your
buyers through the
sales funnel
use that context to
personalise your
marketing at scale.
Get found by qualified
leads online with
content
• website pages
• blog articles
• social messages
optimised for search
and social media.
2
The Philosophy:
Why Inbound Works
Inbound marketing is a
philosophy based on the truth
that customers buy
differently today than
they did 10 years ago.
INBOUND AS A PHILOSOPHY
PRE-INTERNET
Buyer: Relatively uninformed
Buyer Journey: Linear
Marketing Playbook:
Interrupt (cold calls and
advertising)
IF WE THINK ABOUT IT...
TODAY
Buyer: Well-informed
Buyer Journey: Fluid and
random. Starts with Google
Marketing Playbook:
Attract interest through
content creation
HOW DID THIS TRANSFORMATION TAKE PLACE?
1. The media landscape has
become insanely cluttered.
There’s a magazine, TV
channel, radio station, and a
gajillion websites for every
conceivable interest.
WHY INTERRUPTION NO LONGER WORKS:
REASON No 1 - The Proliferation of Media
THE PROLIFERATION OF MEDIA
• 1920 there was 1 radio station - 2011 there were over 14,000
• 1946 USA had 12 TV stations - 2011 there were over 1,700
• 1998 average consumer saw or heard 1 million marketing
messages – almost 3,000 per day
• In 2014 there are 1,500 stories in your personal Facebook news
feed alone - competing for your attention at any given moment
2. Consumers are accustomed to
false claims and deceit in
advertising, so even when
clever ads are seen by
consumers, they’re thought to
be dishonest.
WHY INTERRUPTION DOESN’T WORK:
REASON No 2 - A History of Deceptive Advertising:
63% of consumers need to
hear company claims 3-5x
before they’ll actually believe
them!
Source Edelman Trust Barometer,
2012
• Interruption
• False claims
• Over-promising
• Under-delivering
• Increased regulation
• Brand egocentrism }This
changed
everything
3. Consumers gained access to
tools and information that
enabled them to dodge
interruptive brand messages
and instead seek out
information when they’re ready.
WHY INTERRUPTION DOESN’T WORK:
REASON No 3 - Technology Empowered Consumers
• TV Recorders
• Caller ID
• Do Not Call list
• Spam software
• Broadband internet
• Smartphones
• Social media
}This
changed
everything
THAT’S WHY PERMISSION HAS BECOME
MORE EFFECTIVE THAN INTERRUPTION
• Aligning content with customer’s interests
• Earning permission to market to
prospects
• Convert into leads
• Close into customers
There are 4 major
themes of inbound,
permission-based
marketing...
As you learn more about
your leads over time, you can
better personalise your
messages to their specific
needs.
PERSONALISATION & CONTEXT
Buyer Personas
You recognise that people go
through stages as they
interact with your company, and
that each stage requires
different marketing actions.
LIFECYCLE MARKETING
Buyer Journey
You create targeted content
that answers your customer's
basic questions and needs,
and you share that content far
and wide.
CONTENT CREATION
Create Remarkable Content
Inbound marketing is multi-
channel by nature because it
approaches people where
they are, in the channel where
they want to interact with you.
A MULTI-CHANNEL PRESENCE
Leverage & distribute content
IN SUMMARY, INBOUND MARKETING IS
ABOUT ...
• Building trust, not skepticism
among your prospects
• Being loved, not ignored by your
customers
• Outsmarting, not outspending
your competitors
3
Methodology:
How Inbound Works
Blog
Social
Media
Keywo
rds
Pages
Calls-to-
Action
Landing
Pages
Forms
Contacts
Email
Workflow
s
Lead
Scoring
CRM
Integrati
ons
Social
Media
Smart-
Calls-to-
Action
Email
Workflow
s
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
THE METHODOLOGY CYCLE
STEP 1: ATTRACT STRANGERS AND TURN
THEM INTO WEBSITE VISITORS.
Blog
Social
Media
Keywo
rds
Pages
Attract
Strangers Visitors
Inbound tool kit:
• Blogging
• Social Media
• Keyword Optimisation
• Site Pages
We’re going to take a
moment to emphasize
the importance of
blogging because it’s
that important ...
The average company that blogs
generates:
•55% more website visitors
•97% more inbound links
•126% more leads
•434% more indexed pages
SERIOUSLY! BLOGGING WORKS…
Source: HubSpot
IMPACT OF MONTHLY BLOG ARTICLES
ON INBOUND TRAFFIC
BLOGGING
Monthly Blog Posts
4x time on Facebook v Google
You must share remarkable content
and valuable information on the social
web, engage with your prospects, and
put a human face on your brand.
SOCIAL MEDIA
YOU NEED TO BE ACTIVE ON SOCIAL MEDIA SITES
IMPACT OF COMPANY FACEBOOK
REACH ON INBOUND TRAFFIC
SOCIAL MEDIA: FACEBOOK
Facebook Likes
IMPACT OF COMPANY TWITTER
REACH ON INBOUND TRAFFIC
SOCIAL MEDIA: TWITTER
Twitter Followers
TARGETED CONTENT
ALL CONTENT SHOULD BE CREATED AROUND
TARGETED KEYWORDS
• Carefully, analytically pick keywords
• Optimise web pages
• Create content
• Build links around the terms your
ideal buyers are searching for
STEP 2: CONVERT WEBSITE VISITORS INTO
LEADS.
Calls-to-
Action
Landing
Pages
Forms
Contacts
Convert
Visitors Leads
Inbound tool kit:
• Calls-to-Action
• Landing Pages
• Forms
• Lead Management
Calls-to-action (CTAs) are
buttons or links that encourage
your visitors to take action, like
“Download an ebook”
No CTAs or if they aren’t
enticing enough, you won’t
generate leads.
CALLS TO ACTION
ENTICE YOUR VISITORS TO CLAIM AN OFFER WITH
CALLS-TO-ACTION
When a website visitor clicks on a
CTA, they should then be sent to a
landing page where the offer in the
call-to-action is fulfilled, and where
the prospect submits information
that your sales team can use to
begin a conversation with them.
LANDING PAGES
DRIVE VISITORS TO LANDING PAGES WHERE THEY
CAN BECOME LEADS
• Companies with 30> landing pages get 7x more leads than
those with <10
• 48% of marketers build a new landing page for each
marketing campaign
LANDING PAGES
In order for visitors to become
leads, they must fill out a form and
submit their contact information.
Optimise your form to make this
step of the conversion process as
easy as possible.
FORMS
USE FORMS TO GET THE INFORMATION YOU NEED
ABOUT YOUR PROSPECTS
STEP 3: CLOSE LEADS INTO CUSTOMERS
THROUGH LEAD NURTURING.
Email
Workflow
s
Lead
Scoring
CRM
Integrati
ons
Close
Leads Customers
Inbound tool kit:
• Lead Scoring
• Email
• Closed-Loop Reporting
You’ve got contacts in your
system, but how do you know
which ones are ready to speak to
your sales team? Using a
numerical representation of the
sales-readiness of a lead takes the
guesswork out of the process.
LEAD SCORING
USE LEAD SCORING TO DETERMINE WHICH LEADS
ARE READY FOR A SALESPERSON
What if a visitor clicks on your CTA
and fills out a form on a landing page
to download a whitepaper, but still
isn’t ready to become a customer?
Nurture them with a series of
emails focused on useful, relevant
content until they’re ready.
TARGETED EMAILS
SEND TARGETED EMAILS TO LEADS TO PULL THEM
THROUGH THE SALES FUNNEL
• 59% Marketers say email is most effective channel for generating
revenue
• Personalised emails improve conversion rates by 10%
• Lead nurturing emails get 4 – 10x the response rate compared to
standalone email blasts
TARGETED EMAIL
Source: HubSpot
Know which marketing efforts are
bringing in the best leads and
whether your sales team is
focused on the most qualified
leads by integrating with your
Customer Relationship
Management (CRM) system.
CUSTOMER RELATIONSHIP MANAGEMENT
CLOSE THE LOOP BY INTEGRATING YOUR
MARKETING TOOLS WITH YOUR CRM
STEP 4: DELIGHT CUSTOMERS TO TURN
THEM INTO PROMOTERS OF YOUR BRAND.
Social
Media
Smart-
Calls-to-
Action
Email
Workflow
s
Delight
Customers Promoters
Inbound tool kit:
• Smart Calls-to-Action
• Social Media
• Email and Marketing Automation
Treat people like people and earn
trust by using Smart
personalisation content to create a
tailored experience based on
prospects’ needs across all of your
marketing channels – from CTAs
to email to landing pages.
KEEP THE CYCLE GOING BY CONTINUALLY
NURTURING WITH PERSONALISED CONTENT
Here’s how the inbound
methodology sales
funnel looks.
4
Return on Investment:
The true value of inbound
RETURN ON INVESTMENT
Inbound Marketing ROI - Average 2 year lead growth managed with
HubSpot Inbound Software
Starting Leads
10 - 49
50 - 499
500 - 4999
5000 +
All Customers
6Mths
2.58x
2.08x
1.39x
1.14x
2.69x
Less than 10 3.09x
1Yr
5.01x
3.97x
3.22x
2.42x
5.99x
9.38x
2Yrs
18.22x
13.56x
10.43x
6.49x
24.69x
45.66x
In 2014, an MIT Sloan MBA
student completed a research
study on the ROI using HubSpot
inbound marketing software.
Highlights include:
2.40x
more visitors per month within one year
5.99x
more leads per month within one year
69%
of customers saw an increase in sales
revenue within one year
* Per month
*
Inbound Marketing Methodology
Thank you
We welcome any questions…

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Inbound marketing methodology

  • 2. 1 WHAT IS INBOUND MARKETING? 2 THE PHILOSOPHY: WHY INBOUND WORKS 3 THE METHODOLOGY: HOW INBOUND WORKS 4 RETURN ON INVESTMENT INBOUND MARKETING
  • 3. 1 What is Inbound Marketing?
  • 4. Instead of buying ads, buying email lists, or cold calling, inbound marketing focuses on creating educational content that pulls people toward your website where they can learn more about what you sell on their own accord. WHAT IS INBOUND MARKETING? Market with a magnet, not a sledgehammer
  • 5. INBOUND IS AN APPROACH TO MARKETING THAT REACHES TODAY’S CUSTOMERS Understand what content pulls your buyers through the sales funnel use that context to personalise your marketing at scale. Get found by qualified leads online with content • website pages • blog articles • social messages optimised for search and social media.
  • 7. Inbound marketing is a philosophy based on the truth that customers buy differently today than they did 10 years ago. INBOUND AS A PHILOSOPHY
  • 8. PRE-INTERNET Buyer: Relatively uninformed Buyer Journey: Linear Marketing Playbook: Interrupt (cold calls and advertising) IF WE THINK ABOUT IT... TODAY Buyer: Well-informed Buyer Journey: Fluid and random. Starts with Google Marketing Playbook: Attract interest through content creation HOW DID THIS TRANSFORMATION TAKE PLACE?
  • 9. 1. The media landscape has become insanely cluttered. There’s a magazine, TV channel, radio station, and a gajillion websites for every conceivable interest. WHY INTERRUPTION NO LONGER WORKS: REASON No 1 - The Proliferation of Media
  • 10. THE PROLIFERATION OF MEDIA • 1920 there was 1 radio station - 2011 there were over 14,000 • 1946 USA had 12 TV stations - 2011 there were over 1,700 • 1998 average consumer saw or heard 1 million marketing messages – almost 3,000 per day • In 2014 there are 1,500 stories in your personal Facebook news feed alone - competing for your attention at any given moment
  • 11. 2. Consumers are accustomed to false claims and deceit in advertising, so even when clever ads are seen by consumers, they’re thought to be dishonest. WHY INTERRUPTION DOESN’T WORK: REASON No 2 - A History of Deceptive Advertising: 63% of consumers need to hear company claims 3-5x before they’ll actually believe them! Source Edelman Trust Barometer, 2012
  • 12. • Interruption • False claims • Over-promising • Under-delivering • Increased regulation • Brand egocentrism }This changed everything
  • 13. 3. Consumers gained access to tools and information that enabled them to dodge interruptive brand messages and instead seek out information when they’re ready. WHY INTERRUPTION DOESN’T WORK: REASON No 3 - Technology Empowered Consumers
  • 14. • TV Recorders • Caller ID • Do Not Call list • Spam software • Broadband internet • Smartphones • Social media }This changed everything
  • 15. THAT’S WHY PERMISSION HAS BECOME MORE EFFECTIVE THAN INTERRUPTION • Aligning content with customer’s interests • Earning permission to market to prospects • Convert into leads • Close into customers
  • 16. There are 4 major themes of inbound, permission-based marketing...
  • 17. As you learn more about your leads over time, you can better personalise your messages to their specific needs. PERSONALISATION & CONTEXT Buyer Personas
  • 18. You recognise that people go through stages as they interact with your company, and that each stage requires different marketing actions. LIFECYCLE MARKETING Buyer Journey
  • 19. You create targeted content that answers your customer's basic questions and needs, and you share that content far and wide. CONTENT CREATION Create Remarkable Content
  • 20. Inbound marketing is multi- channel by nature because it approaches people where they are, in the channel where they want to interact with you. A MULTI-CHANNEL PRESENCE Leverage & distribute content
  • 21. IN SUMMARY, INBOUND MARKETING IS ABOUT ... • Building trust, not skepticism among your prospects • Being loved, not ignored by your customers • Outsmarting, not outspending your competitors
  • 24. STEP 1: ATTRACT STRANGERS AND TURN THEM INTO WEBSITE VISITORS. Blog Social Media Keywo rds Pages Attract Strangers Visitors Inbound tool kit: • Blogging • Social Media • Keyword Optimisation • Site Pages
  • 25. We’re going to take a moment to emphasize the importance of blogging because it’s that important ...
  • 26. The average company that blogs generates: •55% more website visitors •97% more inbound links •126% more leads •434% more indexed pages SERIOUSLY! BLOGGING WORKS… Source: HubSpot
  • 27. IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND TRAFFIC BLOGGING Monthly Blog Posts
  • 28. 4x time on Facebook v Google You must share remarkable content and valuable information on the social web, engage with your prospects, and put a human face on your brand. SOCIAL MEDIA YOU NEED TO BE ACTIVE ON SOCIAL MEDIA SITES
  • 29. IMPACT OF COMPANY FACEBOOK REACH ON INBOUND TRAFFIC SOCIAL MEDIA: FACEBOOK Facebook Likes
  • 30. IMPACT OF COMPANY TWITTER REACH ON INBOUND TRAFFIC SOCIAL MEDIA: TWITTER Twitter Followers
  • 31. TARGETED CONTENT ALL CONTENT SHOULD BE CREATED AROUND TARGETED KEYWORDS • Carefully, analytically pick keywords • Optimise web pages • Create content • Build links around the terms your ideal buyers are searching for
  • 32. STEP 2: CONVERT WEBSITE VISITORS INTO LEADS. Calls-to- Action Landing Pages Forms Contacts Convert Visitors Leads Inbound tool kit: • Calls-to-Action • Landing Pages • Forms • Lead Management
  • 33. Calls-to-action (CTAs) are buttons or links that encourage your visitors to take action, like “Download an ebook” No CTAs or if they aren’t enticing enough, you won’t generate leads. CALLS TO ACTION ENTICE YOUR VISITORS TO CLAIM AN OFFER WITH CALLS-TO-ACTION
  • 34. When a website visitor clicks on a CTA, they should then be sent to a landing page where the offer in the call-to-action is fulfilled, and where the prospect submits information that your sales team can use to begin a conversation with them. LANDING PAGES DRIVE VISITORS TO LANDING PAGES WHERE THEY CAN BECOME LEADS
  • 35. • Companies with 30> landing pages get 7x more leads than those with <10 • 48% of marketers build a new landing page for each marketing campaign LANDING PAGES
  • 36. In order for visitors to become leads, they must fill out a form and submit their contact information. Optimise your form to make this step of the conversion process as easy as possible. FORMS USE FORMS TO GET THE INFORMATION YOU NEED ABOUT YOUR PROSPECTS
  • 37. STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING. Email Workflow s Lead Scoring CRM Integrati ons Close Leads Customers Inbound tool kit: • Lead Scoring • Email • Closed-Loop Reporting
  • 38. You’ve got contacts in your system, but how do you know which ones are ready to speak to your sales team? Using a numerical representation of the sales-readiness of a lead takes the guesswork out of the process. LEAD SCORING USE LEAD SCORING TO DETERMINE WHICH LEADS ARE READY FOR A SALESPERSON
  • 39. What if a visitor clicks on your CTA and fills out a form on a landing page to download a whitepaper, but still isn’t ready to become a customer? Nurture them with a series of emails focused on useful, relevant content until they’re ready. TARGETED EMAILS SEND TARGETED EMAILS TO LEADS TO PULL THEM THROUGH THE SALES FUNNEL
  • 40. • 59% Marketers say email is most effective channel for generating revenue • Personalised emails improve conversion rates by 10% • Lead nurturing emails get 4 – 10x the response rate compared to standalone email blasts TARGETED EMAIL Source: HubSpot
  • 41. Know which marketing efforts are bringing in the best leads and whether your sales team is focused on the most qualified leads by integrating with your Customer Relationship Management (CRM) system. CUSTOMER RELATIONSHIP MANAGEMENT CLOSE THE LOOP BY INTEGRATING YOUR MARKETING TOOLS WITH YOUR CRM
  • 42. STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND. Social Media Smart- Calls-to- Action Email Workflow s Delight Customers Promoters Inbound tool kit: • Smart Calls-to-Action • Social Media • Email and Marketing Automation
  • 43. Treat people like people and earn trust by using Smart personalisation content to create a tailored experience based on prospects’ needs across all of your marketing channels – from CTAs to email to landing pages. KEEP THE CYCLE GOING BY CONTINUALLY NURTURING WITH PERSONALISED CONTENT
  • 44. Here’s how the inbound methodology sales funnel looks.
  • 45.
  • 46. 4 Return on Investment: The true value of inbound
  • 47. RETURN ON INVESTMENT Inbound Marketing ROI - Average 2 year lead growth managed with HubSpot Inbound Software Starting Leads 10 - 49 50 - 499 500 - 4999 5000 + All Customers 6Mths 2.58x 2.08x 1.39x 1.14x 2.69x Less than 10 3.09x 1Yr 5.01x 3.97x 3.22x 2.42x 5.99x 9.38x 2Yrs 18.22x 13.56x 10.43x 6.49x 24.69x 45.66x In 2014, an MIT Sloan MBA student completed a research study on the ROI using HubSpot inbound marketing software. Highlights include: 2.40x more visitors per month within one year 5.99x more leads per month within one year 69% of customers saw an increase in sales revenue within one year * Per month *
  • 48. Inbound Marketing Methodology Thank you We welcome any questions…