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#SLCHUG / #SLCSEM Summer Sizzle Inbound Marketing Event
The document provides an overview of the Salt Lake City HubSpot User Group (SLC HUG), including its goals of education and networking for HubSpot users, along with details about an upcoming digital marketing conference. Key topics discussed include buyer personas, lead generation strategies, and the importance of nurturing leads in the sales process. Additionally, it highlights the significance of marketing automation and the impact of well-crafted buyer personas on content strategy and business success.
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#SLCHUG / #SLCSEM Summer Sizzle Inbound Marketing Event
- 1. #SLCHUG AUG 11, 2015 WELCOMETO THE: Wi-fi- lhm-open L: SLCHub P: FolY81z1
- 2. #SLCHUG DARIN BERNTSON @iGoByDoc Founder Bernco Media HubSpotPartner Agency Co-Leader SLCHUG SLCSEM Board Member
- 3. #SLCHUG BRANDON CARTER @bscarter Work at AccessDevelopment Co-Leader of SLCHUG Utah via Oklahoma &Texas 35lbs lighter; 3yo daughter still calls him chubby
- 4. #SLCHUG BRANDON CARTER’S QuickAsk Survey on theway… We want your feedback.
- 5. #SLCHUG Agenda • Introduction • SLC|SEMDigital Marketing Conference • SLC|SEM Job Board • Buyer Personas • Lead Generation & Nurturing w/ Email • Q&A & Wrap-up
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- 7. #SLCHUG Darren Faber - DemandGeneration Team Lead at Foxtail Marketing @darrenfaber
- 8. #SLCHUG Cool Stuff • Welcometo the launch of SLC HUG • Our goal and charter • Volunteers encouraged
- 9. #SLCHUG Our Goals ForSLCHUG • Education – Inbound in general – Some HubSpot specific • Who is this for? – HubSpot Customers, Partners & Prospects – Anyone who wants to sharpen Inbound skills
- 10. #SLCHUG Our Goals ForSLCHUG • Frequency – Minimum 4 times a year – Is there a demand for more? • These events are for you – We are not here to sell anyone – This is a learning environment – Let’s be “inbound” and be helpful to each other
- 11. #SLCHUG Volunteers Encouraged • Welcometo the launch of SLC HUG • Our goal and charter • Volunteers encouraged
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- 13. #SLCHUG Save $50 usecode SaltLakeCityHUG15 at checkout on inbound.com Use code SUMMERSIZ for 25% off tickets
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- 15. #SLCHUG September 2, 2015 Ticketson Sale at SLCSEM.org $200 Single Ticket 0r $300 w/ New Membership – Code SLCHUG Save 20% Thru
- 16. #SLCHUG • Garret Stembridge •Jordan Kasteler • Rick Galan • Rob Johnson • Scott Baird • Sam Fonoimoana • Jessie Mamey • Dallin Price • Matt Siltala • Mike Templeman • Chris Dayley • Bryant Garvin Jana Francis ADDITIONAL SPEAKERS INCLUDE (in no particular order)
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- 18. #SLCHUG Finch PPC Agency &Software Company Sr. Paid Search Analyst Draper 2+ Years AdWords experience Excel & Google Analytics Experience SLC|SEM Job Board
- 19. #SLCHUG Most interesting tweettoday on #SLCSEM and #SLCHUG during the event … according to TOPSY WIN A TICKET
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- 23. #SLCHUG BUYER PERSONAS: WHAT ARETHEY? WHY ARE THEY IMPORTANT? HOW DO I CREATE ONE?
- 24. #SLCHUG TODAY’S GOAL: Will beable to create a more effective inbound strategy by analyzing and sharing buyer persona examples and research techniques.
- 25. #SLCHUG AGENDA What is aBuyer Persona. How to Create Buyer Personas. Examples 1 2 3 4 Why are Buyer Personas Important?
- 26. #SLCHUG WHAT IS A BUYERPERSONA?
- 27. #SLCHUG Semi-fictional representations ofyour ideal customers based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. Buyer Personas are:
- 28. #SLCHUG General demographic &biographic information BUYER PERSONAS ARE: Common behavior patterns Shared Pain Points Universal goals, wishes, dreams 1 2 3 4
- 29. #SLCHUG Dependent on specifictools or technology BUYER PERSONAS ARE NOT: Target markets Job titles/roles Specific real people 1 2 3 4
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- 31. #SLCHUG WHY ARE BUYER PERSONASIMPORTANT?
- 32. #SLCHUG It helps withevery stage of the methodology
- 33. #SLCHUG Personas help identifywhere your ideal customers spend time on the internet – so you can be there too. IMAGE CREDIT: LIFEOFPIX.COM
- 34. #SLCHUG Buyer personas guide product& service development. IMAGE CREDIT: LIFEOFPIX.COM
- 35. #SLCHUG Personas help youcreate the right content. IMAGE CREDIT: KABOOMPICS.COM
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- 38. #SLCHUG HOW TO CREATE BUYERPERSONAS.
- 39. #SLCHUG BUYER PERSONA CREATION NOTES: 1 2 3 DetailsMatter! You don’t have to have an answer to every questions. Personas don’t have to ever be “done.”
- 40. #SLCHUG Identify questions toask to develop your persona1 STEPS TO CREATE BUYER PERSONAS Determine how you’ll research your personas Use the buyer persona-building best practices to transform your research into a complete persona. 2 3 4 Compile research and answers to your paraphrased version of
- 41. #SLCHUG Identify questions toask to develop your persona1 STEPS TO CREATE BUYER PERSONAS Determine how you’ll research your personas Use the buyer persona-building best practices to transform your research into a complete persona. 2 3 4 Compile research and answers to your paraphrased version of
- 42. #SLCHUG Persona Detail Questionsto 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 Profile Checklist
- 43. #SLCHUG Identify questions toask to develop your persona1 STEPS TO CREATE BUYER PERSONAS Determine how you’ll research your personas Use the buyer persona-building best practices to transform your research into a complete persona. 2 3 4 Compile research and answers to your paraphrased version of
- 44. #SLCHUG Interview current customers RESEARCHING YOURPERSONAS: 1 2 3 4 Research/survey your customers Use data from form fields 5 Talk to Sales! Ask questions on social media!
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- 47. #SLCHUG Search for yourkeywords on various social networks EVEN MORE WAYS TO RESEARCH YOUR PERSONAS: 6 7 8 Check out the comments section on key industry blogs- what are people talking about? Use HubSpot lead intelligence
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- 49. #SLCHUG Identify questions toask to develop your persona1 STEPS TO CREATE BUYER PERSONAS Determine how you’ll research your personas Use the buyer persona-building best practices to transform your research into a complete persona. 2 3 4 Compile research and answers to your paraphrased version
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- 52. #SLCHUG Identify questions toask to develop your persona1 STEPS TO CREATE BUYER PERSONAS Determine how you’ll research your personas Use the buyer persona-building best practices to transform your research into a complete persona. 2 3 4 Compile research and answers to your paraphrased version
- 53. #SLCHUG Focus on themotives behind behaviors. Don’t pay attention to what someone is doing, pay attention to why they’re doing it.
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- 55. #SLCHUG Deciding on aprimary persona will help you understand which one to focus on first. Focus on one primary persona.
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- 59. #SLCHUG Maryis 42 yearsold and has a Bachelor of Communications from Syracuse and an MBA from Babson. She is married, has 2 kids, and runs the marketing department at an expert at outbound and traditional marketing, with 5-15 years of experience. She "brand presence" and hired a firm to redesign her website. She outsources a fair because she has an easier time getting budget than headcount. Mary craves know the latest in what works in marketing and why she should invest in one area over A lot of Mary's job is "keeping things running" - supporting sales, updating the website, leads (rarely with a concrete goal in mind). Mary needs a simple, integrated tool that job more effectively and also make it easier. If she screws that up, she risks getting team and her boss, the CEO. Mary dresses “business casual” and does most of her shopping at Ann Taylor. She sharing photos with friends, email communication, and is starting to play around with accounts for her company. She uses LinkedIn, Facebook (for family photos), and company account with <100 followers).
- 60. #SLCHUG REVIEWED: What is aBuyer Persona. How to Create Buyer Personas. Examples 1 2 3 4 Why are Buyer Personas Important?
- 61. #SLCHUG TODAY’S GOAL: Can createa more effective inbound strategy by analyzing and sharing buyer persona examples and research techniques.
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- 64. #SLCHUG TUESDAY, AUGUST 25th at2pm EST. BUYER PERSONA Inbound Learning Broadcast http://academy.hubspot.com/broadcasts
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- 66. #SLCHUG Darren Faber - DemandGeneration Team Lead at Foxtail Marketing - HubSpot Partner Certified - Creator of #HubTips video series @darrenfaber
- 67. #SLCHUG - Content Marketingand Demand Gen Agency - HubSpot Gold Partner - Currently #3 in Rookie of the Year standings for the 2015 HubSpot Impact Awards Foxtail Marketing @followfoxtail
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- 69. #SLCHUG TOP MIDDLE BOTTOM How do youget people from here... ...to here?
- 70. #SLCHUG You may findsome “golden” leads that find you and buy right away.
- 71. #SLCHUG But most leadswill need to be guided to the sale.
- 72. #SLCHUG Why Do YouNeed a Nurture Strategy?
- 73. #SLCHUG Businesses that usemarketing automation to nurture prospects experience a 451% increase in qualified leads. (Source: The Annuitas Group)
- 74. #SLCHUG Companies that investin marketing automation solutions see 70% faster sales cycle times, and 54% improvement in quota achievement. (Bulldog Solutions)
- 75. #SLCHUG 65% of B2Bmarketers have not established lead nurturing. (Source: MarketingSherpa)
- 76. #SLCHUG Companies that excelat lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research)
- 77. #SLCHUG Nurtured leads make47% larger purchases than non- nurtured leads. (Source: The Annuitas Group)
- 78. #SLCHUG Nurturing Leads IsLike Cooking a Meal
- 79. #SLCHUG Preparation: What contentdo you need for each stage of the customer journey?
- 80. #SLCHUG Top of FunnelContent Attract and Engage - Blog Posts - Infographics - Quizzes - “Fun” content. TOP MIDDLE BOTTOM
- 81. #SLCHUG Middle of FunnelContent Teach and Inform - eBooks - Whitepapers - Case Studies - Webinars - Slide Decks - Podcasts TOP MIDDLE BOTTOM
- 82. #SLCHUG Bottom of FunnelContent Convince and Convert - Audits - Demos - Free Trials - Sales Materials MIDDLE TOP MIDDLE BOTTOM
- 83. #SLCHUG Now that youhave content, you need people to nurture.
- 84. #SLCHUG Option 1: ExistingEmail List
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- 86. #SLCHUG Capture the Email. Emailis the #1 Way to Nurture Leads.
- 87. #SLCHUG Relevant emails drive18 times more revenue than broadcast emails. (Source: Jupiter Research)
- 88. #SLCHUG Lead nurturing emailsget 4-10 times the response rate compared to standalone email blasts.
- 89. #SLCHUG Lead nurturing emailsgenerate an 8% CTR compared to general email sends, which generate just a 3% CTR.
- 90. #SLCHUG “Workflow that Mofo”-Brandon Carter
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- 105. #SLCHUG How long doyou nurture your leads?
- 106. #SLCHUG 1. Until thelead reaches out to you
- 107. #SLCHUG 2. Until theend of the nurture track
- 108. #SLCHUG Add a call-to-actionemail to finish off the nurture.
- 109. #SLCHUG 3. Until theLead has been sufficiently qualified through Lead Scoring
- 110. #SLCHUG Lead Scoring -Giving a point value for actions taken by contacts to determine the quality of the lead.
- 111. #SLCHUG 79% of B2Bmarketers have not established lead scoring. (Source: MarketingSherpa)
- 112. #SLCHUG 61% of B2Bmarketers send all leads directly to Sales; however, only 27% of those leads will be qualified. (Source: MarketingSherpa)
- 113. #SLCHUG Lead Scoring providesan effective system by which leads get qualified by marketing before being passed to the sales team.
- 114. #SLCHUG Step 1: Decideon a point threshold.
- 115. #SLCHUG Rule of Thumb: #of desired engagements x 10
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- 117. #SLCHUG Step 2: Giveeach action a point value.
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- 121. #SLCHUG Start with theactions that automatically qualify a lead.
- 122. #SLCHUG Then add thesmaller steps.
- 123. #SLCHUG Clicked through anemail - 5 points Downloaded a guide - 10 points Downloaded a case study - 10 points Registered for a webinar - 15 points Example:
- 124. #SLCHUG Once a leadis qualified, they should be removed from the nurture campaign.
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- 126. #SLCHUG Activate the workflow. Nowyou have a functioning nurture campaign!
- 127. #SLCHUG Quick Recap froma Lead’s Perspective
- 128. #SLCHUG They ask fora meeting, get qualified, or get contacted at the end The lead downloads a piece of content They receive an introductory email They receive additional content in their email
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- 130. #SLCHUG Thank You If youhave any additional questions, feel free to contact me: darren@foxtailmarketing.com @darrenfaber
- 131. #SLCHUG 132 All-in-One Marketing Software Search Engine Optimization Blogging& Social Media Lead Generation Email & Automation Marketing Analytics Lead Management
- 132. #SLCHUG September 2, 2015 Ticketson Sale at SLCSEM.org $200 Single Ticket 0r $300 w/ New Membership – Code SLCHUG Save 20% Thru
- 133. #SLCHUG STAY TUNED FORNEXT EVENT THANK YOU
Editor's Notes
- #27 Can anyone define this for us?
- #28 Buyer personas are semi-fictional characters that businesses CREATE, through research, analysis, and taking a close look at who’s already buying from them--to represent their ideal customers. Notice this says “customers” though! A lot of companies actually have more than one buyer persona- on average, they probably have between 3 and 5 buyer personas. How you know you’ve reached the “edge” of one persona and the other one begins is when those shared similarities disappear. When you’re creating your personas, you’re probably going to notice that your customer base falls into one of a couple different buckets, or broad categories. Those buckets are your personas.
- #31 Who can explain what a buyer persona is? What are the 4 characteristics
- #32 Ask the audience
- #33 You don’t want to just attract any strangers, you want to attract the right people. These “right” strangers are your personas--and that’s who you want visiting your site. Once you’ve identified your personas, you’ll know exactly what content to create to attract the right visitors, convert them into leads, close those leads into customers and even delight them into promoters. Really think about buyer personas as the glue that holds every aspect of inbound marketing together.
- #34 The second reason why is because your personas will: help you to identify where your ideal customers are hanging out on the internet--and in turn, where you should be, too. Because if you know where your personas spend their time on the internet, you can fine-tune the focus of your marketing efforts on those specific areas.
- #35 Third, Personas can also help you develop new products and services If you know what your personas actually want, you can create something they’ll actually use. If you know what your personas are trying to achieve, you can create things to help them reach their goals and overcome their challenges.
- #36 And maybe most importantly, your personas are who you’re creating your content for: and once you’ve identified them, you’ll know exactly what content to create to attract the right visitors, convert them into leads, close those leads into customers and even delight them into promoters. The right content will most effectively attract your ideal visitors, convert them into leads, and close them into customers.
- #37 Lastly, some data to understand why BPs are important. I want to preference this that it is a little bit of an eye sore, so I will go through this.
- #38 Personas: Made website 2-5X more effective and easier Personalized email had a 14% increase for click through Conversion rates increased by 10% Emails have 18X more revenue Help to eliminate wasting time Cast Study Increased sales by 124% 55% increase in organic traffic 97& increase in online leads 210% increase in North American site traffic
- #40 Details Matter: It’s important to take a thorough look at everything about your ideal customers, clients, donors, students… You don’t have to have an answer to every questions: Before beginning to build personas, start with what you have and go from there Personas don’t have to ever be “done.”: Continue to tweak and iterate on them as much as necessary. HS has updated their personas about 1X a year
- #41 Creating personas is a 4 step process. We’ll go through each of these 4 things you need to do to be successful in greater detail, but let’s start at the top with step 1:
- #42 Step 1: Identify questions to ask to develop your persona (use the Persona Profile Checklist in the class resources below for information about what to ask—and paraphrase them as necessary).
- #43 This checklist covers the 7 main categories: Role Company Goals Challenges Water Holes Personal background Shopping preferences On the right-hand side are some specific questions you can ask to actually GET this information. **Remember to put these into your own words or use ones that make sense for your business, but be sure to do research into all these areas
- #44 Step 2: Determine how you’ll research your personas and how you’re going to get those persona-building questions answered.
- #45 These are the 8 research techniques.
- #49 Lead Intelligence: Use HubSpot to help: browse through some of your customers’ or qualified leads’ contact records. You can gain a lot of insight simply by looking through some of your contact’s timelines! That’s good information to know--and is something you can glean simply by looking for trends in data you already have.
- #50 Now that you know the questions to ask and who to ask them to, you might be wondering: what do we actually do with all this information?
- #51 As you do your research, collecting all data in one place reveals trends and similarities in the types of responses people give. These trends or common responses are what should make their way into your Persona Development Worksheet.
- #52 You can use this worksheet to organize your research and make sure you’re getting all the information necessary to create a complete persona. Later on, this worksheet will also become the basis for your actual buyer persona(s)! Print out a persona development worksheet for each persona you think you have and use a different one compile information about each persona. If you prefer, you can also use Word, Excel PPT….anything to organize the persona research.
- #53 Now that you know the questions to ask and who to ask them to, you might be wondering: what do we actually do with all this information?
- #54 First, always focus on behaviors: don’t pay attention to WHAT someone is doing, pay attention to WHY they’re doing it. Understanding those motives is essential to creating a great persona, and it also gives you some predictive power! If you know not just what someone has done, but WHY they did it, you can use that to extrapolate what they might do or want to see next! Example: I am a CSM and I am presenting at a HUG? Why? I like ont meet and educate customers in person, so I may need resources/content on public speaking tips and presentations
- #55 2. Keep your personas fictional but also realistic- your persona should be thorough descriptions of who your ideal customers are, but you want to be sure you’re not describing ONLY one or two customers that embody that persona.
- #56 Chances are, your business probably has more than one persona. You probably don’t have time to focus on all those different personas equally, at the same time. Assigning a primary persona will help you know which one to focus your time and efforts to develop and focus on first. This primary persona will also be the person you’ll want to focus on with your content efforts and even website design. How do you determine which of your personas is “primary?” That depends on what’s most important your business. Generally, though, most business choose the persona that brings in the most revenue to be their primary persona.
- #57 4. Tell a story - Your buyer persona shouldn’t be just be a fact sheet about your ideal customer—that’s not a persona, that’s a list. Instead, take those bullet points and weave them into a story that provides context and paints a relatable picture about exactly who your persona is.
- #58 Who can explain what a buyer persona is? What are the 4 characteristics
- #61 Before we look at how to build a persona, let’s glimpse at what a complete buyer personas looks like in the first place. This is a software companies buyer persona…. This is Marketing Mary and she is this software companies primary buyer personas. Now this is a huge chunk of text, and that’s kind of the point- that it’s very detailed and in-depth. So while you are reading this, you will notice that the persona meets the best practices: focus on why fictional but realistic tell a story You will also notice that it highlights: Job and demo info what does a day in their life look like? What are their challenges or pain points? Where do they go for information And what common objections do they have to your products or services? Ann Taylor reference in the Mary persona - we wouldn't necessarily ask her where she shops for close in an interview, because it's less about Ann Taylor the store and more about represents - that she wants to be stylish, but sensible and not spend a ton. We could have chosen Ann Taylor in the same way that we chose her name to be Mary. Ann Taylor could be banana republic or Talbots, etc. Does anyone think they are this persona? This is actually a hubspot persona and it’s one we use here at hubspot everyday….and the reason I really like to show this persona is because it nicely illustrates that personas never really need to be done.. Constantly improving and editing)
- #66 Who can explain what a buyer persona is? What are the 4 characteristics
- #74 http://blog.hubspot.com/blog/tabid/6307/bid/30901/30-Thought-Provoking-Lead-Nurturing-Stats-You-Can-t-Ignore.aspx http://www.sensiblemarketing.com/blog/18-lead-nurturing-stats-every-marketer-must-know
- #133 VOLPE?