Inbound marketing strategies were discussed to fill the sales funnel and drive qualified leads. The webinar introduced inbound marketing as earning attention through valuable content and drawing customers to a website. It also emphasized creating different types of content across the customer lifecycle, nurturing leads, being social, and focusing content with calls to action. Recap points included search, content, and social media filling the funnel and creative content being key.

1. Inbound Marketing Strategies
Fill Your Funnel, Drive Qualified Leads
Webinar: August 29, 2012

2. Introductions
Matt Howard D.P. Venkatesh Elizabeth Shea
CEO, Co-founder, ZoomSafer CEO, Founder, mPortal CEO, SpeakerBox
matt@zoomsafer.com dp@mportal.com eshea@speakerboxpr.com
@matthewjhoward @dpv007 @eliz2shea

3. Why We’re Here
An early adopter using inbound marketing as a primary lead
generation strategy for the startup company.
Adopted an inbound marketing strategy to expand its reach after 10
successful years in business.
Implemented inbound marketing to expand its footprint beyond DC,
as well as provide services for its clients beyond PR.

4. Source: blog.hubspot.com

5. The B2B Buyer…
 Used to Get Information:
 Talking to salespeople
 Product literature
 Tradeshow attendance
 Reading articles or ads, commercials
 Now They Get Information:
 Google searches
 Online portals and news sites
 User-generated content and opinions
 Word of “mouse”
 Direct to company websites

6. Social media and inbound marketing
techniques have been a boon for marketers.
Not only do leads generated through social and
content marketing cost half as much as
traditional outbound-generated leads, they also
close at a higher rate.
--Tom Pick, Business2Community, July 23, 2012

7. Full infograph available at: http://www.cmswire.com/cms/customer-experience/infographic-
the-decline-of-outbound-marketing-013308.php

8. Inbound Marketing Defined
Inbound marketing is based on the concept of earning the
attention of prospects, making yourself easy to be found
and drawing customers to your website by producing
content that customers value.
--Wikipedia
 See also:  Related:
– Content marketing – Internet marketing
– Permission marketing – Marketing automation
(Seth Godin) – Digital marketing
– Content automation

10. It’s Like Joining a Gym…
1. No “quick fixes”
2. Improve marketing ROI by being more attractive to
customers
3. Maximum results require maximum effort on consistent
basis
4. Requires multidisciplinary approach
5. Getting in shape is hard; staying in shape is harder
6. Ask for help: trainers can show you the way

12. Inbound Marketing Funnel
+ Search
+ Content
+ Social Media
Top of the Funnel: Suspects
+ Nurturing Content
+ Authentic Conversations
+ Social Engagement
Middle of the Funnel: Prospects
+ Strong Calls to Action
+ Lead Scoring
+ High-Value Content
Bottom of the Funnel: Qualified Leads/Conversion

13. IT ALL
STARTS
WITH
SEARCH

14. Keys to High Search Rankings
 Select good keywords
 Dynamic site, keyword-centric
content strategy
 Inbound links from high authorities

15. You Then Need Good
CONTENT

16. Content marketing is a marketing
technique of creating and distributing relevant
and valuable content to attract, acquire,
and engage a clearly defined and understood
target audience - with the objective of driving
profitable customer action.
Source: Joe Pulizzi, Content Marketing Evangelist, Speaker, Author, Coach and Producer
of Content Marketing Institute and Content Marketing World. Plus he’s a really nice guy.

17. Content Across the Customer Lifecycle
Acquisition
Promoting product education and consideration
Engagement
Drawing people closer to your brand
Conversion
Turning prospects into customers
Retention
Supporting customer success and engagement
Loyalty Source: The New Content Marketer 2012
White Paper by Brightcove: download at
Fostering word-of-mouth promotion www.contentmarketinginstitute.com

18. What Qualifies as Content?
Website content Blog posts
Articles by third parties Press releases
eBooks Surveys
Blog comments Product reviews
Twitter feeds Whitepapers
Videos Photos
Customer testimonials Facebook updates
Webinar/Seminar presentations Authored articles published

19. Other Creative Ways to Add Content
 Live blog from conferences; cover the big shots!
 “Brandscape”: collaborate with other brands to create great content
(coined by Andrew M. Davis, author of Brandscaping)
 Contests or awards program recognizing
successful implementations of your product
 Commission analyst reports
 Talk about your customer’s success
 Surveys on your marketplace or hot current
technology topics
 Memorable conferences, seminars

20. Image courtesy of Eric Brillo

21. Blogging is Beautiful
Blogging is not an option…
 You gotta be good…what will others find interesting? Fun?
 Your perspective on trends, news, etc. Be timely.
 Anticipate industry announcements, time a blog post to coincide.
 Ask big shots to guest blog, or follow an “Ask the Influencer” model.
 Be yourself: be funny, witty, authentic. Even if you’re not funny or
witty, be authentic…
 Record yourself or your customers: “Man on the Street” interviews.
 Show the love to your ecosystem, they will love you back.

24. Add Two Parts Content With
Calls to Action
Videos
eBooks
Whitepapers
Survey Results
Tips and Tricks
Industry Reports
Complimentary Assessment

25. Content with Calls To Action

26. Content with Calls To Action

27. Content with Calls to Action

28. Nurture, Nurture, Nurture
Lead nurturing is a process by which leads
are tracked and developed into sales-
qualified leads…
…meaning that they are ready and worthy of
a salesperson’s time.
--Andre Pino, Forrester

29. Throughout the Nurturing Process…
BE SOCIAL
 B2B marketers rate social media as the second-most important factor
(64%) in search, behind only strong content (82%) (B2B Magazine, February 2012).
 LinkedIn generates more leads for B2B companies than Facebook, Twitter
or blogs. Yet only 47% of B2B marketers say they are actively using
LinkedIn vs. 90% on Facebook (Social Media B2B, March 2012).
 77% of buyers say they are more likely to buy from a company whose
CEO uses social media. 94% said C-suite social media participation
enhances a brand image. 82% of employees say they trust a company
more when the CEO and leadership team communicate via social media
(eMarketer, March 2012).
(Source: 72 Fascinating Social Media Facts and Statistics for 2012, Tom Pick, Business2Community,
July 23, 2012)

30. Lead Scoring
…Understand what a “qualified lead” looks like

31. Don’t Try to Boil the Ocean

32. Recap
 Search + Content + Social = Fill Your Funnel
 Creative Content Is King: Pick Your Poison
 Map Content To Your Customer Lifecycle
 Nurture, Analyze, Adjust: Focus on What Works

34. THANK YOU!
For webinar attendees only: D.P. Venkatesh
How do you rate YOUR inbound CEO, mPortal, dp@mportal.com
marketing efforts?
Matt Howard
If you’d like a complimentary
inbound marketing assessment, visit: CEO, ZoomSafer, matt@zoomsafer.com
http://sbx.speakerboxpr.com/inboun Elizabeth Shea
d-marketing-assessment CEO, SpeakerBox, eshea@speakerboxpr.com