Inbound Marketing: Your Competitive Advantage
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Inbound marketing focuses on creating valuable content to attract and engage potential customers. It involves developing customer personas, building marketing assets like blogs that educate customers, and using data to personalize the customer experience. When done effectively, inbound marketing can increase web traffic, generate leads, and improve conversions. The presentation outlines tools for companies to implement an inbound marketing strategy and measure results.
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Inbound Marketing: Your Competitive Advantage
- 1. INBOUND MARKETING: Your Competitive Advantage. Kieran Flanagan, Marketing Director (EMEA) @ HubSpot @searchbrat kflanagan@hubspot.com
- 2. Our Inbound Marketing Methodology Source - http://www.hubspot.com/products/inbound-
- 3. for how your customers buy today
- 4. meet your buyer Dave
- 5. Dave has a need so he starts his search with Google
- 6. 65% of European consumers do research online before purchasing. Source: Consumer Barometer
- 7. Dave wants to ask his network
- 8. Dave wants to ask his network The Netherlands is the top country in internet penetration for Linkedin with a reach of 26.1%
- 9. He likes to educate himself rather than speak with a sales person
- 10. and converts when his ready
- 11. Your consumer has Dave is in changed, control.
- 12. HOW CAN YOU DO YOU MARKETING ? THAT DAVE WILL LOVE?
- 13. Inbound Marketing is the art of creating persona driven marketing. @Searchbrat
- 14. THE MAIN PERSONA TOOLS DEVELOPMENT OF AN BUILD MARKETING ASSETS INBOUND CREATE VALUEABLE MARKETER OFFERS USE CONTEXT TO PERSONALISE DATA DRIVEN
- 15. THE MAIN PERSONA TOOLS DEVELOPMENT OF AN BUILD MARKETING ASSETS INBOUND CREATE VALUEABLE MARKETER OFFERS USE CONTEXT TO PERSONALISE DATA DRIVEN
- 16. You need to know who your Dave is?
- 17. Identify key Information about your Persona. what are their goals? what are their challenges? how can we help?
- 18. Interview Prospects Brainstorm & Customers 7 to 10 people Persona Write Modeling Personas (500 – 700) Test Find a Photo
- 19. Understand how Dave searches ? So you can be visible across the funnel
- 20. Grouping your keywords helps map them to content. Awareness What keywords are used here. What content is relevant here Evaluation What keywords are used here. What content is relevant here Purchase
- 21. Grouping your keywords helps map them to content. How to get more leads ? Awareness Lead generation with Hubspot? Evaluation Purchase
- 22. THE MAIN PERSONA TOOLS DEVELOPMENT OF AN BUILD MARKETING ASSETS INBOUND CREATE VALUEABLE MARKETER OFFERS USE CONTEXT TO PERSONALISE DATA DRIVEN
- 23. Your Marketing team should be creating assets that add real value to your business @Searchbrat
- 24. HOW DO YOU DEFINE A MARKETING ASSET? increase Generates generates in web Social PR Inbound traffic links generates creates leads sales
- 25. ASSETS CAN BE BIG
- 26. THEY CAN REALLY IMPACT GROWTH Free Interactive Tool 4 million users Great PR coverage 500,000+ opt-in emails
- 27. They educate and talk to your customers pain points
- 29. “WHAT WOUL D OPRAH DO?” NEED TO BE A PUBLISHING COMPANY FOR YOUR MARKET.
- 30. BLOGGING IS A GREAT ASSET TO HAVE 10,000,000 9,000,000 8,000,000 Top 3 7,000,000 6,000,000 source of 5,000,000 leads 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 2012
- 31. IT CAN REALLY HELP GET YOU FOUND 10,000,000 9,000,000 8,000,000 10% 7,000,000 visit 6,000,000 Hubspot.com 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 2012
- 32. AND CONVERTS REALLY WELL 10,000,000 9,000,000 10-20% 8,000,000 Lead conversion rate 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 2012
- 33. BLOGGING IS AN IMPORTANT ASSET IN TECH 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Important Somewhat Important Somewhat Not Important Don't know/not Unimportant applicable
- 34. ASSETS MEAN YOU OWN YOUR MARKETING 70% of our blog V leads are from OLD articles s
- 35. THE MAIN PERSONA TOOLS DEVELOPMENT OF AN BUILD MARKETING ASSETS INBOUND CREATE VALUEABLE MARKETER OFFERS USE CONTEXT TO PERSONALISE DATA DRIVEN
- 36. CREATE AN OFFER OF VALUE.
- 37. CREATE AN OFFER OF VALUE. #SOIM 2013 a lot bigger - 3500 participants - US vs INTL data
- 38. REPURPOSE IN LOTS OF WAYS Initial Whitepaper & Presentations or Blog Posts that Statistics Webinar on Findings Focus on Key + Slidedeck elements
- 39. + CREATE A CONVERSION PATH. CALL TO ACTION LANDING PAGE
- 41. THE MAIN PERSONA TOOLS DEVELOPMENT OF AN BUILD MARKETING ASSETS INBOUND CREATE VALUEABLE MARKETER OFFERS USE CONTEXT TO PERSONALISE DATA DRIVEN
- 43. NOT ONE SIZE FITS ALL.
- 44. CONTEXT IS PERSONAL, NOT ONE SIZE FITS ALL.
- 46. WHAT ARE YOUR CUSTOMERS INTERESTS ?
- 47. OFFER WHAT THEY NEED. Remember I said our conversion rate was 10-20%
- 48. WHERE ARE THEY IN THE BUYING CYCLE? I’ve already got this. I am ready for this
- 49. ASK THE RIGHT QUESTIONS
- 50. THEY NEED HELP WITH DIFFERENT THINGS get I get emails that help me with this traffic get I get emails that help me with this leads get customers I get emails that help me with this
- 52. THE MAIN PERSONA TOOLS DEVELOPMENT OF AN BUILD MARKETING ASSETS INBOUND CREATE VALUEABLE MARKETER OFFERS USE CONTEXT TO PERSONALISE DATA DRIVEN
- 53. What are your company’s top marketing challenge? 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Proving the Securing Finding an Training my Controlling Targeting Hiring top Other : ROI of our enough executive team my content for talent Please marketing budget sponsor technology or an describe activities website international audience
- 54. What are your company’s top marketing challenge? 30.00% Being able to measure 25.00% marketing is important 20.00% 15.00% 10.00% 5.00% 0.00% Proving the Securing Finding an Training my Controlling Targeting Hiring top Other : ROI of our enough executive team my content for talent Please marketing budget sponsor technology or an describe activities website international audience
- 55. KNOW HOW Visits 25,199 YOU ARE PERFORMING Prospects 7,458 ACROSS THE ENTIRE FUNNEL Opps Created 1,828 Demos Delivered 681 Customers 248
- 56. Align Your Marketing & Sales € € € € Demo Trial Contact IMA Sales
- 57. Measure daily, Evolve Fast
- 58. Inbound Marketing works for tech
- 59. Inbound Marketing budget 2013 vs 2012? Don’t know/not applicable 9% No Change 21% Higher 63% Lower 7%
- 60. Most important leads over the last 6 months? 20.00% 18.00% 16.00% 14.00% 12.00% 10.00% 8.00% 6.00% 4.00% 2.00% 0.00%
- 62. TRAFFIC TO HUBSPOT.COM 14000000 12000000 10000000 8000000 6000000 4000000 2000000 0 2006 2007 2008 2009 2010 2011 2012
- 63. TRAFFIC TO BLOG.HUBSPOT.COM 10,000,000 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 2012
- 64. 38% of those customers doubled their lead flow in just 12 months of customers reported 93% an increase in leads
- 65. Hubspot’s customer base added 46,133,635 contacts with inbound marketing
- 66. INBOUND MARKETING: Your Competitive Advantage. Kieran Flanagan, Marketing Director (EMEA) @ HubSpot @searchbrat kflanagan@hubspot.com
Editor's Notes
- This is our inbound marketing methodology. You can find it at the link below and it describes the hubspot approach to inbound marketing.A lot of companies think inbound marketing is just about putting out content to help try attract people to your siteThat’s part of it, but inbound marketing is really all about persona driven marketing, helping you engage with your dream customers in the channels their most comfortable with.It’s not just about generating traffic at the top of the funnel, it’s about generating that traffic, and creating a personalised experience through the funnel so they convert into leads, customers and then hopefully promoters for your brand.
- The inbound marketing process is designed for how your customers buy todayThe way people buy has changed dramatically over the past 10 years
- Let’s have a quick look at a possible customer of yours - Dave
- Most purchase decisions today still start with a needThe difference is, when Dave has that need, the first place he goes is Google to do some research on the different options that may be available to him
- 65% of Europeans do some type of research online before purchasing a good
- Once his done some initial research on Google, he might start reaching out to friends in his social networks asking for recommendations
- We know the Netherlands is an early adopter of new technologies and platforms, it’s the top country in internet penetration for LinkedIn with a reach of 26.1%
- - And if Dave makes his way to your site It’s important to keep in mind, he likes to educate himself, through different content types. - He contacts sales a lot later in the buying process- You need to make sure you have content that answers his questions in lots of different formats
- and after all that research, he converts. How he converts very much depends on how well you’ve structured your landing page to fulfill his needs.
- Today’s consumer is in total control of the buying process
- So we need to think how we can create marketing that Dave will love, marketing that he’ll be engaged with
- That’s what inbound marketing aims to do. It’s the art of creating persona driven marketing for the way customers buy today
- You want to build an accurate representation of your buyer persona. You want to build up a picture of what type of Goals he hasWhat are his challenges ?How can you help him solve them ?Truly understanding your buyer personas will change the way you market to them. For example, in Hubspot, if we are creating a piece of content for an enterprise marketer around inbound marketing, we need to explain the why and how of the topic. This is because most enterprise marketers need to get internal buy in. They typical have a lot of stakeholders that they need to get bought into their vision.If we were creating a piece for a small business owner, they are usually the decision maker and probably just want to know, what do I need to do and what results will I get.
- There are a lot of different ways you can start to develop your own personas. This is one of the simplest ways:You first want to brainstorm with 7 to 10 people (if available) on who your target personas are. If possible, these should be from cross functional teams e.g. Sales, Marketing, Customer SupportYou can then get some external data by interviewing prospects & customers. You can do this by conducing surveys, phone calls or just taking a customer out for lunchYou will then write about 500 to 700 words on the persona following the template I showed earlierYou will add a photo to make it more realisticTest your personas. Look at the type of results you’re getting and if they are not what you expected, keep iterating until you’ve got it right.
- Once you understand your persona, you want to understand how Dave searches. You want to know the language and keywords he uses when searching around your product and services.
- It’s important to start grouping those keywords into different phases of the buying cycle This is going to help you map content against the relevant keywords, because you understand what Goal Dave is trying to fulfill
- For example, one of our Persona’s may just start looking for help with lead generation and discover one of our blog posts. There next search may then be something around “Lead Generation” & Hubspot
- You want your marketing team to be seen as a team that actually adds value to a business, rather than the one who just squanders budget, which is how a log of execs tend to view the marketing department
- The key difference with these buyers is they can’t be bought with large marketing budgets, you really have to earn these customers.
- People think this is our productHow optimised your site is under 3 categories
- 1. Lead Intelligence to help personalize the marketing we do for our audience
- That’s a example of a big marketing asset, but the blog posts your publishing or content being added your website are all forms of marketing assetsContent tailored for their needs, not sales pitchSEO blog post wrote in 2007
- What you’re doing is creating easy-to-find content in lots of different formats that’s going to help attract people towards your site. The biggest challenge for companies in doing this is really a mind shift and resource shift in their marketing strategy.
- Think like a publisher for your audienceHow can you produce assets that will provide long term benefit in the form of traffic, leads and sales for your companyEffects how you plan budget, recruit, type of activities you doAm I going to spend that 20k on a Trade Show where I will sit at a booth waiting for people to visit me, maybe I will hire some booth babes to get people into my book so I can swipe their cards or am I going to spend it on developing an amazing marketing asset that people will actually want to use because it’s answering their needs.
- The great thing is, this actually converts into business. Our blog is in our top 3 sources of leads.
- 10% of people who visit our blog, visit our corporate site – Hubspot.com. If you take January this year, that’s 10% of 1.4 million, who visit our corporate site. That’s our blog, really helping to create interest in our products.
- Better still, is 10-20% of these convert into actual leads for us, so our blog is really a key part of our success.
- We know blogging is an important marketing asset for tech companies. This piece of data is from a yet to be released study from Hubspot that shows over 55% of tech companies view their blog as an important part of their marketing efforts, with another 19% saying it’s somewhat important.
- They key benefit of building these marketing assets is you are not simply renting attention through paid channels that disappears when you turn the budget off. 70% of our blog leads (which is roughly 10000 per month) come from OLD articles. If our blogging team did nothing for a month, they would still generate 70% of their target. That’s the real power in owning your own marketing assets.
- Content to generate leads & traffic – can download in return for informationWant it to be so valuable people are queuing up to download it
- Like mini product launch to create real valueAllows us to benchmark the inbound marketing industry by providing lot of great data points for inbound marketers to measure the efforts against
- Split between INTL vs USOver 3500 participantsWill include data from our customers as well so we can compare actual data from what people are telling us in the survey
- Conversion paths using clear call to actions that funnel people to dedicated landing pagesOur landing pages get between 30% to 40% because our offers add so much value
- Offers give you the opportunity to shout about yourselves through social because what people really love to share is great content that’s going to help them building their own followingBuilding marketing assets, providing killer offers and having clear conversion paths will drastically help you generate a lot of traffic & leads. Plus you own all those assets, so the benefits don’t disappear when you stop spending money.
- Context is being able to personalize your marketing around your buyer personas. It helps to create that personalised journey through your funnelThink about your experience when you are on Amazon. Amazon’s whole marketing strategy is build around context.For example, this is Dharmesh, who many of you will know as the Co-Founder of Hubspot.Dharmesh is a self professed geek and loves to code, particularly in python and he also recently had a baby. When Dharmesh is on amazon, they know exactly what he likes and advertise books about those two subjects.
- When Brian Halligan visits Amazon his experience is a lot different than Dharmesh. He sees books related to his passions, where are the Boston Red Sox, Venture Capitalism and the band the Grateful Dead.
- - That’s really the power of context. Not one size marketing strategy fits all of your buyers, so why do we try to market to them that way.- We should be using context in our marketing to really help create marketing that all our different buyer personas love
- This kind of marketing is a really great experience for the user. For example, when I visit Amazon, I get suggestions on how to be a better speaker and leader.When I visit Spotify, I get shown the latest hip hop albums, because that’s what I listen to.This is a great experience for me. It’s marketing that I love
- Here are some examples of how Hubspot use our own software to build context marketing to really delight our buyers.When you read about a particular topic on our blog, we offer you a piece of content related to that blog post.We don’t just offer a generic piece of content for everyone, we say hey, I see you are reading about inbound marketing for enterprise and closed looped marketing, well here is the Executive Guide to Enterprise Inbound MarketingThe offer is mapped to what you are interested in
- That’s why our conversion rates are so high, because we are offering something we know you need
- We also consider where that person is in the buying cycle. If you have already downloaded this ebook, we can use our smart calls to action, to offer you something that’s a little further along in that buying cycle, like a demo.This is how you use context to create a personal journey through your funnel.This is creating people marketing people love, because it’s personalised for them
- We also use something called progressive profiling to help us collect information about our buyers.For example, if it’s your first time downloading a piece of content, we may ask a number of questions before you can download thatIf you have downloaded a piece of content before, we may only ask one question that gets us a little bit more information on you as a buyer
- - Another example is our email works. We segment our emails in a lot of different ways. One of these is by what topic you are interested in- If you have downloaded a piece of content related to getting more traffic for your site, we will send emails with more content on this subject\\But if you are interested in getting more customers, we will send you emails on subjectAgain, we are using content to personalise your experience through our funnel and that’s how you really create marketing people love.
- Know the different conversion stages throughout your funnel and the conversion rates between each stage.Good inbound marketer knows how to improve the experience in certain conversion stages to improve conversion ratesIf you’ve ever played around with lead flow modeling to figure out how much you need to grow with each month to hit an annual revenue target, being able to improve conversion rates in your funnel, even slightly, can have a bigger impact than doubling your lead flow. Important to think about your mid funnel performance and not always just adding leads
- Know the conversion rates of your key offers, so for example these are hubspots 4 key lead typesBecause we know our average order value and close rate, we can put a dollar value against each lead type, so we know how many leads we have to produce each month for the sales team to meet their quota
- And that means we are measured in the same way as a sales department would be. We carry a quota just like them. You want to measure this daily so you know if you are likely to miss your target in any given month