Klood Digital is a Top Milton Keynes based Inbound digital marketing agency. Every 3 or 4 months they host the Milton Keynes Hubspot User Group better known as MK HUG. I really recommend these events.

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Klood is a goals-driven digital growth agency that
work with established businesses in order to
invest the time and effort necessary to meet their
sales and marketing goals.

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AGENDA
• What is the MK HUG
• Creating an Inbound Campaign in 2018
• What is an inbound campaign
• Buyer Personas and the Buyer’s Journey
• Goal Setting
• Content Planning
• Conversion Paths
• Lead Nurturing
• Lead Scoring
• Analysis

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AGENDA - BONUS SECTION
• HubSpot and The GDPR
• HubSpot Service Hub

5. What is the MK HUG?

6. What is the MK HUG?
MKHUG is a community where inbound marketers and HubSpot users
come together to learn, network and share best practices.

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Create an Inbound Campaign in 2018
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What is Inbound Marketing
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THE INBOUND METHODOLOGY
A proven customer centric methodology for
growing your business. Inbound utilises many
different forms of ‘pull’ marketing in order to
attract new customers.

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The Inbound Marketing Model
AT T R AC T C O N V E RT C LO S E D E L I G H T
B LO G
S O C I A L M E D I A
S E O/C O N T E N T
PA I D M E D I A
C A L L-TO -AC T I O N
L A N D I N G PAG E S
F O R M S
C O N TAC T S
E M A I L
W O R K F LO W S
L E A D S C O R I N G
C R M I N T E RG R AT I O N S
S O C I A L M E D I A
S M A RT- C A L L S -TO -AC T I O N
E M A I L
W O R K F LO W S
STRANGERS VISITORS LEADS CUSTOMERS PROMOTERS

11. Creating a Personalised Experience
All leads are not created equal. Your website should respond to your prospect’s behaviour and interest.
11
First Time
Visitor
Visitor
Becomes a
Lead
Marketing Automation
Activated
Targeting Begins
Self
Education
Lead
Qualification
Consultative Sales
Conversation
Creating a persona-centric experience hinges on two things:
1) Understanding their questions & pains.
2) Implementing a system to answer questions & ease pains.

12. • Use Buyer Personas
• Use The Buyer’s Journey
• Create Remarkable Content
• Leverage Your Content
Inbound Best Practices

13. Semi-fictional representations of your ideal customer
based on real data and some select educated
speculation about customer demographics, behaviour
patterns, motivations and goals.
Buyer Personas

14. • Target Markets
• Job Titles/Roles
• Dependent upon specific tools or technology
• Specific real people
They are not:

15. • Common Behaviour Patterns
• Shared Pain Points
• Universal Goals, Wishes, Dreams
• General Demographic & Biographic Info
They are:

16. So what?

17. It helps with EVERY stage of the methodology
AT T R AC T C O N V E RT C LO S E D E L I G H T
B LO G
S O C I A L M E D I A
S E O/C O N T E N T
PA I D M E D I A
C A L L-TO -AC T I O N
L A N D I N G PAG E S
F O R M S
C O N TAC T S
E M A I L
W O R K F LO W S
L E A D S C O R I N G
C R M I N T E RG R AT I O N S
S O C I A L M E D I A
S M A RT- C A L L S -TO -AC T I O N
E M A I L
W O R K F LO W S
STRANGERS VISITORS LEADS CUSTOMERS PROMOTERS

18. Every marketing activity that you
undertake moving forward should
tie in with your buyer personas

19. How To Create Buyer
Personas

20. 1. Details matter! It’s important to take a thorough
look at everything about who your ideal
customers, clients, donors or students actually are
when researching and building personas.
2. You don’t have to have an answer for every
question before beginning to build your personas.
Start with what you have and go from there.
3. Personas are never done. Continue to tweak and
iterate them as much as necessary.

21. 1. Identify questions to ask to develop your persona and create a Persona Profile
Checklist.
2. Determine how you’ll research your personas and how you’re going to get those
persona-building questions answered.
3. Print out a Buyer Persona Development Worksheet for each persona you might
have. This worksheet acts as a framework for your persona & can guide your
research.
4. Compile research and answers to your paraphrased version of questions on the
Persona Profile Checklist. Look for trends in the responses you get and add these to
the Persona Development Worksheet.
5. Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
6. Tell your persona’s story using the 5-chapter format and following best practices.

22. 1. Identify questions to ask to develop your persona and create a Persona Profile
Checklist.
2. Determine how you’ll research your personas and how you’re going to get those
persona-building questions answered.
3. Print out a Buyer Persona Development Worksheet (see resources below) for each
persona you might have. This worksheet acts as a framework for your persona & can
guide your research.
4. Compile research and answers to your paraphrased version of questions on the
Persona Profile Checklist. Look for trends in the responses you get and add these to
the Persona Development Worksheet.
5. Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
6. Tell your persona’s story using the 5-chapter format and following best practices.

23. Persona Detail Questions to Ask
Role What is your job role/role in life? Your title?
How is your job/role measured?
What is a typical day?
What skills are required?
What knowledge and tools do you use?
Who do you report to? Who reports to you?
Company/Organization What industry or industries does your company work/is your role in?
What is the size of your company/organization (revenue, employees)?
Goals What are you responsible for?
What does it mean to be successful in your role?
Challenges What are your biggest challenges?
Watering Holes How do you learn about new information for your job?
What publications or blogs do you read?
What associations and social networks do you belong?
Personal Background Age, Family (married, children), Education
Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person)
Do you use the internet to research vendors or products? If yes, how do you search for information?
Persona Checklist

24. 1. Identify questions to ask to develop your persona and create a Persona Profile
Checklist.
2. Determine how you’ll research your personas and how you’re going to get those
persona-building questions answered.
3. Print out a Buyer Persona Development Worksheet (see resources below) for each
persona you might have. This worksheet acts as a framework for your persona & can
guide your research.
4. Compile research and answers to your paraphrased version of questions on the
Persona Profile Checklist. Look for trends in the responses you get and add these to
the Persona Development Worksheet.
5. Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
6. Tell your persona’s story using the 5-chapter format and following best practices.

25. Researching Personas:
1. Interview current customers
2. Survey your customers
3. Talk to your co-workers

26. Researching Personas:
1. Interview current customers
2. Survey your customers
3. Talk to your co-workers

27. Researching Personas:
1. Best option is to set up an in person
1:1 meeting
2. Set up focus group based interviews
3. Use a web-based conferencing tool
4. Telephone

28. Researching Personas:
1. Interview current customers
2. Survey your customers
3. Talk to your co-workers

29. Use a free service like Survey
Monkey to create an online
survey that you can send out
to your customers. Look for
trends in your responses

30. • Use Buyer Personas
• Use The Buyer’s Journey
• Create Remarkable Content
• Leverage Your Content
Inbound Best Practices

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Content for Each Buyer’s Journey Phase
A deep dive into the hive!
Awareness
Stage
Evaluation
Stage
Decision
Stage
They recognise their pain, but your
prospects aren’t fully aware of the
potential solutions. Educational offers
that are vendor-neutral are important
at this stage in the Buyer’s Journey.
Resources at this stage should
educate leads on the pros and cons of
the alternatives, leading them
towards the best type of solution.
With a well-defined problem and a
clear direction, your leads are choosing
the best solution provider. If they're
still consuming your content at this
stage, you’re on the short list. Now it’s
time to close the deal.

32. Content Planning

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Content is at the heart of all
inbound marketing campaigns.

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It’s how we drive traffic to our
websites, educate our audience
about how we can help them
and generate leads for our sales
teams.

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This content needs to be:
• Unique

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This content needs to be:
• Unique
• Optimised for the keywords and phrases your buyer personas
are searching for

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This content needs to be:
• Unique
• Optimised for the keywords and phrases our buyer personas are
searching for
• Of genuine value to our buyer personas

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This content needs to be:
• Unique
• Optimised for the keywords and phrases our buyer personas
are searching for
• Of genuine value to our buyer personas
• Just one part of an overall strategy

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Awareness
Stage
Evaluation
Stage
Decision
Stage

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It doesn’t matter what stage
the buyer is at; if they don’t
know you or can’t find you
when searching for solutions to
their problems, they’ll never
become customers.

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The first step is to create
awesome & valuable content
that is going to drive that
traffic.

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Think beyond blog posts.

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Think beyond blog posts.
Video content

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Think beyond blog posts.
Video content
Infographics

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Think beyond blog posts.
Video content
Infographics
Slide decks

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Think beyond blog posts.
Video content
Infographics
Slide decks
Video content
Quizzes

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Think beyond blog posts.
Video content
Infographics
Slide decks
Video content
Quizzes
Surveys

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Think beyond blog posts.
Video content
Infographics
Slide decks
Video content
Quizzes
Surveys
Case studies

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Think beyond blog posts.
Video content
Infographics
Slide decks
Video content
Quizzes
Surveys
Case studies
Guest blogs on
third-party websites

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Pillar pages can be a really
affective tactic for driving SEO
traffic as well as providing a
valuable resource to your
audience.

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A pillar page is essentially a
long form & comprehensive
piece of content around a
particular subject.

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Pillar pages are at the centre of
‘Topic Clusters’ — a new way of
structuring your content.

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Inbound
Marketing
How to Create
Effective Landing
Pages
5 Features of
Compelling Calls-to-
action
What are buyer
personas?
Why Traditional
Marketing Practices
are Dead
How to Measure the
Success of Your Inbound
Campaigns
7 Inbound Marketing
Case Studies You Can’t
Ignore

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All of the content you produce
should always relate back to a
specific stage of the buyer’s
journey, as well as a specific
problem the persona
experiences.

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https://digital.klood.com/inbound-marketing-campaigns

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“That’s great — but how do I
turn all of this traffic into
leads?”

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With highly valuable content
offers that users are willing to
trade their information for.

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On all of your pillar pages, blog
posts and other un-gated
content assets, you need to
include clear and compelling
calls-to-action.

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These calls-to-action will lead
the user to a landing page that
outlines the value of your
content offer, including a form
the user needs to complete in
order to access the offer.

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What could these content offers include?

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What could these content offers include?
eBooks

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What could these content offers include?
eBooks White papers

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What could these content offers include?
eBooks White papers
Checklists

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What could these content offers include?
eBooks White papers
Checklists Templates

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What could these content offers include?
eBooks White papers
Checklists Templates
Free consultations/audits

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What could these content offers include?
eBooks White papers
Checklists Templates
Free consultations/audits
Webinars

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What could these content offers include?
eBooks White papers
Checklists Templates
Free consultations/audits
Webinars
Other events

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Most importantly, your pillar
pages, cluster content and
gated content all have to work
together to convert strangers
into leads.

70. Designing the
Conversion Path

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A conversion path refers to the
process by which a website visitor
becomes a lead and consists of:
• A content offer
• Call-to-action
• Landing page
•Thank you page
Designing the Conversion Path

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Best Practices
• Use actionable language
• Align CTA copy with landing
page copy
• Create a highly contrasting
design
•Personalise CTAs for
different segments of your
audience
Call-To-Action

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Best Practices
• Limit navigation
• Deliver value
• Optimise the form
• Leverage contrast
• Incorporate social proof
Landing Pages

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Best Practices
• Start with a confirmation
• Explain how to access the
offer
• Provide a secondary offer or
piece of content
• Reintroduce your navigation
Thank You Pages

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Best Practices
• Serve up the goods
• Add social sharing
• Introduce a secondary call-to-
action
Kickback Email

76. Lead Nurturing

77. Lead Nurturing
before
Lead Generation

78. • Leads who are effectively nurtured produce a 20% increase in sales
opportunities. (DemandGen)
• Effective lead nurturing generates 50% more sales-ready leads at a
33% lower cost. (DemandGen)
• Nurtured leads make 47% larger purchases than non-nurtured leads.
(The Annuitas Group)
• Relevant emails drive 18 times more revenue than broadcast emails.
(Juniper Research)
• 82% of prospects say lead nurturing content targeted to their specific
industry is more valuable. (MarketingSherpa)

79. An effective nurturing process will actively move
your prospects through your marketing and into a
sales development process. Lead nurturing utilises
both marketing and sales tactics to increase the
predictability and velocity of revenue growth.

80. • Educate
• Educate your prospects on how they can solve the pains they are
experiencing.
• Inform
• Inform your prospects on how they can advance their initiatives.
• Engage
• By sharing relevant content, you gain the engagement of your
prospect and begin the conversation.
• Convert
• Offer opportunities for your prospects to engage with you, query and
ultimately get in contact.
The Purpose of Lead Nurturing:

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Lead Nurturing Toward the Next Level
Email #2 Email #3 Email #4 Email #5 Next ListEmail #1
With enough activity,
the prospect is
moved to a new list.
A direct call to action
to download a piece
of content.
Sharing an in-depth
offer that could help
solve their challenge.
Sharing content that
answers questions
they’re likely asking.
Sharing helpful
content created for
people like them.
Sharing links to
resources on your site.
Leads Educate Themselves Down the Funnel
Lead nurturing emails are designed to re-engage prospects and bring them back to
your website. They help educate prospects from one stage in the Buyer’s Journey to
the next phase.

82. Establish clear goals

83. Always be testing

84. Lead Scoring

85. Not all leads are
created equally

86. Lead scoring lets you assign a value to each lead
based on the information they've given you and how
they've engaged with your website and brand across
the internet. It helps sales and marketing teams
prioritise leads and increase efficiency.

87. • Demographics
• Company information
• Online behaviour
• Email engagement
Lead Scoring data:

88. First Time
Visitor
Visitor
downloads
asset
Clicks-
through
nurture
email
Visits
pricing
page
Clicks-through
another email
Download
Decision
asset
Send to
sales team
to follow up
10 Points 5 Points
5 Points
5 Points10 Points
Total: 35
Points
Example:

89. Score wisely

90. Analysis

91. Analysis should be inherent in
every single thing you do with your
inbound strategy

92. • Traffic Levels
• Click-through Rates
• Source of Traffic
• Conversion Rate
• From Visitor to Lead
• From Lead to Qualified Lead
• From Qualified Lead to Customer
What you should monitor (as a minimum)

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94. Thank you
digital.klood.com
01908 299579