There are over 80 HUGs worldwide and we are proud to launch the first Tel Aviv HUG for Inbound Marketing. This presentation (originally presented on May 6, 2015) outlines the speakers featured and the topics discussed with some fun facts that highlight why Inbound Marketing holds the key to our future. In this presentation, Rebecca Herson of OpenLegacy and The Lean Marketer, presents "Managing an Inbound Campaign".

1. Managing an Inbound
Campaign
Rebecca Steinberg Herson
VP Marketing (via The Lean Marketer)
May 6, 2015
#HUGTelAviv

2. OpenLegacy & Inbound

3. Overview
 Set it Up
 Execute
 Measure & Improve

4. Set Up Phase

5. Overview: The Funnel
source: Innovative Marketing Resources, LLC
Top of Funnel
TOFU
Middle of Funnel
MOFU
Bottom of Funnel
BOFU

6. Who Goes Down the Funnel? (Buyer Persona)
 Ask yourself: Who is our ideal customer?
 Company type/size, Job title, Gender
 Business Goals, Personal Goals
 Challenges
 Perceptions
 Common Objections
 Where do They Hang Out? (digital, events,
publications, etc.)

7. Sample Buyer Persona
Source: Juny Lee, EVP Weber Shandwick

8. Brainstorming Mode – Identifying Triggers
 What are the key triggers for our audience?
 Pressure from executives and line of business (LOB)
managers to provide new functions and features quickly
 Mobile workforce needs to access Legacy, IBM i or AS/400
or Mainframe systems
 New, innovative applications or software need to be
integrated with Legacy, AS/400, IBM i or Mainframe systems

9. Business Goals
 What business goals are associated with those triggers?
 Deliver quick wins as a part of the overall
Legacy migration plans
 Leverage Legacy/enterprise applications
for mobilizing a business
 Integrate: bridge between Legacy systems
and innovative new (e.g. cloud) solutions

10. Content Brainstorm
 What are prospects searching for?
 For each business goal, brainstorm about 8-12
questions prospects might ask themselves or their
peers
3Business Goals
12Questions
x 36= Blog Post Titles
Premium Content Pieces
3

11. Execution Phase

12. Write, write, write!

13. Driving Conversion
 CTAs on every blog post
 On the bottom:
 On the sidebar:

14. Premium Content
 Each gated, premium content piece relates back to
one of our defined business goals of our persona:
 14 Essential Elements of Legacy Modernization
 5 Legacy Mobilization Projects to Consider in 2015
 Secrets to Bridging Legacy and Innovation (to be published shortly)
 Each blog post relates to one of these themes, and
drives traffic to the relevant White Paper

15. Middle of Funnel Offer – Case Studies

16. Middle of Funnel Offer – Case Studies

17. Use SEO Keywords In Content
 Use relevant keywords in the title, URL, throughout
the post
 Link from keywords
 Useful tools
 Hubspot Keyword Tool
 Google Adwords Keyword Planner
 SEMRush
 Moz

18. Social Media
 Identify relevant LinkedIn Groups
 Hashtags
 Check what your influencers are using
 Look up tags on http://hashtagify.me/
 Check that the tags are actually relevant on twitter
 Influencers on Twitter, LinkedIn
 Seek out other relevant locations (Reddit, Niche
publications, etc.)
 Post questions, curate content, don’t just spam your
messages

19. Measure & Improve

20. Measurement
Visits are nice Leads are nicer

21. Social Metrics
21
Difficultytoobtain
Value
# oftweets/posts
Mentions
Retweets/Shares
Clickthroughs
Registration
# Deals
Revenueper
$Invested

22. 25
8
5
5
5
4
4
4
3
3
0 5 10 15 20 25 300 15 30
275
280
89
42
25
237
67
65
249
128
0 50 100 150 200 250 300
Leads vs. Traffic
Traffic from Post
Leads from Post
Blog Post J
Blog Post I
Blog Post H
Blog Post G
Blog Post F
Blog Post E
Blog Post D
Blog Post C
Blog Post B
Blog Post A

23. 0 0
4
20
Results from Media Placements
8,300
3,000
300 210
Inc.com themarker.com Niche IT Publication 2 Niche IT Publication 1
31
55
39
221
Public Relations Activity Led by Blonde 2.0
Readers per Month (in thousands)
Visits to OpenLegacy from Referrer
Leads from Referrer
Inc.com Themarker.com Niche IT Pub 1 Niche IT Pub 2

24. Next Steps
 Track each lead in the opportunity pipeline
(Salesforce)
 Review what’s working & do more
 Find what’s not working & improve
 Generate new topics for next blog posts based on
what’s working

25. Questions?