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On target 2015, Ryan Ball, HubSpot
This document discusses how marketers can use context to personalize customer experiences across the sales funnel. It outlines a three-step process: 1) Gather information about customers from all touchpoints to build a 360-degree view of who they are and what interests them, 2) Personalize the experience based on that information through personalized content, lead nurturing, websites, landing pages and social media, and 3) Use the context gathered to better sell to customers by monitoring their activities and engaging with them directly. The goal is to move from treating customers as part of a crowd to speaking to each individual customer as an "audience of one."
MarketingâŠ
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- 1. Ryan Ball HEAD OFENTERPRISE SALES EMEA HubSpot
- 2. Conversations, not Campaigns: How toCreate Profitable Relationships With Clients Through Context Ryan L. Ball Head of Enterprise Sales (EMEA) @ HubSpot @ryanlball ie.linkedin.com/in/ryanlball
- 3.
- 4. Marketers are notloved Less Lovable More Lovable Stockbrokers lawyers Marketers
- 5. We use budgetto interrupt peopleâs lives.
- 6. THAT MARKETING PLAYBOOKIS BROKEN. 86% skip TV ads 91% unsubscribe from email 200M on the Do Not Call list 44% of direct mail is never opened
- 7. Our Inbound Marketing Methodology Source- http://www.hubspot.com/products/inbound-marketing/
- 8. Create content thatadds value,
- 9. Create content thatadds value, solves a pain point,
- 10. Create content thatadds value, solves a pain point, or just entertains.
- 11. 3 Create Marketing Assets Create a Content Machine23 Context to Personaliseyour Funnel USE CONTEXT TO PERSONALISE
- 12. As marketers wewant more traffic, leads, customers.
- 13. As marketers wewant more traffic, leads, customers. But, in marketing we talk a lot about the crowd.
- 14. Your customers donâtwant to feel like they are part of the crowd.
- 15. They have differentchallenges and are at various stages of the buying cycle.
- 16. Weâve talked abouthow we use personas and content to attract the right visitors.
- 17. How can weuse context to personalise their experience across the funnel?
- 18. Email marketing tools allowus to do some context marketing. Email Marketing Relevant List Segment Dynamic Subject Line Dynamic Body Copy Dynamic CTA
- 19.
- 20. Click through rates:14%+ Conversion rates: 10%+ The results are in!
- 21. But itâs 2015,is context in email really the best we can do?
- 23. The Broad ContextMarketing Strategy Buyer Persona Personalised Email Content Personalised Lead Nurturing Personalised Website Content Personalised Landing Pages Personalised Social Media Engagement Mobile Optimised
- 24. The 3 Keysto Context Marketing
- 25. The 3 Keysto Context Marketing 1 Gather 2 Personalise 3 Sell
- 26. 1 Gather information acrossall touch points. The 3 Keys to Context Marketing
- 28. Gather demographic data Capturedemographic data⊠The 3 Keys to Context Marketing
- 29. The 3 Keysto Context Marketing Gather demographic data Capture demographic dataâŠ
- 30. The 3 Keysto Context Marketing - Gather Gather demographic data Demographic Data Name Email & Phone Role & Department Company & Industry Employees / Team Challenges / Goals Geographic location Behavioural Data Blog articles read Forms completed Content downloaded Website visits Emails opened Social media actions Videos watched
- 31. Behavioural Data Blog articlesread Forms filled 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 The 3 Keys to Context Marketing - Gather Build a 360° view of every contact Who they are
- 32. Behavioural Data Blog articlesread Forms filled 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 The 3 Keys to Context Marketing - Gather Build a 360° view of every contact Who they are What they are interested in
- 33. Personalise the experience acrossevery interaction.2
- 34. âŠand combine withbehavioral data to build lead profiles. The 3 Keys to Context Marketing - Personalise Persona Driven
- 35. Personal goes beyondknowing someoneâs First Name. Personalised Email Content The 3 Keys to Context Marketing - Personalise
- 36. The 3 Keysto Context Marketing - Personalise Personalised Lead Nurturing
- 38. Personal goes beyondemail marketing. The 3 Keys to Context Marketing - Personalise Personalised Website Content
- 39. The 3 Keysto Context Marketing - Personalise Personalised Website Content
- 40. The 3 Keysto Context Marketing - Personalise Personalised Landing Pages
- 41. âŠand takes intoconsideration where and when they consume content. The 3 Keys to Context Marketing - Personalise Personalised Social Media Engagement
- 42. Personal caters forpeople preferences. The 3 Keys to Context Marketing - Personalise Mobile Optimised
- 44. What about thepeople we donât know? The 3 Keys to Context Marketing - Personalise
- 45. Personalise the experiencefor all of your visitors - even if they are not in your database yet! The 3 Keys to Context Marketing - Personalise
- 46.
- 48. The 3 Keysto Context Marketing â Use Context to Sell Complete visibility into interaction with our marketing & sales material.
- 49. Notifications on keyactivities. Direct to my inbox. The 3 Keys to Context Marketing â Use Context to Sell
- 50. Monitor and engagewith my prospects on social media. Analyse and report on your specific Accounts (Companies) to further guide your efforts The 3 Keys to Context Marketing â Use Context to Sell
- 52. The 3 Keysto Context Marketing 1 2 3 Gather Personalise Sell Pulling It Together
- 53. The right content, tothe right person, at the right time.
- 55. Stop speaking toour audience like they are part of the crowd.
- 56. Start speaking tothem, as an audience of one.
- 57.
Editor's Notes
- #46 Of course to make this happen we need an integrated systemâŠ