How Your IT Business
Can Use Inbound
Marketing to Generate
More High-Quality Leads
and Close More
High-Margin Sales
Presenters
Jennifer Rossler
Co-Founder and President
of SP Home Run Inc.
Joshua Feinberg
Co-Founder and
Chief Inbound Mark...
What You’ll Learn…
• Why Inbound marketing makes your IT business
relevant to the way that modern humans shop for
goods an...
What You’ll Learn…
• How to focus on goals with website traffic, leads,
clients, and ROI
• Why you can’t afford for your m...
What You’ll Learn…
• Best practices for website traffic generation and
lead generation
• How to close sales 23% faster wit...
#sphomerun
#sphomerun
Housekeeping
• Recording: Today’s webinar is being recorded.
The recording and slides will be available next
week and sent...
Agenda
1. Why Inbound Marketing
2. Focus on Goals: Traffic, Leads, Clients, and
ROI
3. What Inbound Marketing Looks Like
4...
Is Your Company Getting Found?
Or Invisible?
57 percent of the typical B2B sales cycle is over
before potential clients co...
Does Your Company
Have a Sales Funnel?
Source: Donovan Govan Source: Rob Boudon
Or Does It Believe
in Unicorns?
Source: ABC Television
Why Inbound Marketing
Inbound marketing helps you
• Attract the right strangers to your website
• Turn strangers into webs...
Traffic Generation
Attract the right strangers to your website
Attract
Visitors
Convert
Leads
Close
Clients
Delight
Promot...
Lead Generation
Convert your visitors into high quality leads
Attract
Visitors
Convert
Leads
Close
Clients
Delight
Promote...
Client Generation
Transform your leads into new clients
Attract
Visitors
Convert
Leads
Close
Clients
Delight
Promoters
Inb...
Return on Investment (ROI) Analysis
“Half the money I spend on
advertising is wasted; the trouble
is I don't know which ha...
Source: Saucy Salad
Source: Montgomery County Planning Commission
Set SMART Goals
• Specific
• Measurable
• Attainable
• Realistic
• Time bound
Source: Andy Rennie
Create Buyer Personas
The foundation for remarkable marketing and sales
content that resonates with the intended audiences...
Research Keywords
Find the opportunities to add valuable
perspective to your ideal buyer’s searches
Balance volume of mont...
Highly Personalized Content
Accelerate the sales
cycle with content for
each
• Buyer persona
• Lifecycle stage
Why Highly Personalized Content?
Changes in modern buying
habits – selective consumption
– and the rise of Amazon,
iTunes,...
Source: M Hooper
More Web Pages  More Leads
Companies with 100 to 200 pages generate
2.5x more leads
than those with fewer than 50 pages
Major inflection
points at
• 300 website
pages
• 1,000 website
pages
More Landing Pages  More Leads
Companies see a
55% increase in leads
by increasing the number of landing pages from
10 to...
Major inflection
points at
• 20 landing
pages
• 40 landing
pages
More Blogging  More Leads
Companies
almost double their
monthly leads
by increasing from 3-5x/month to 6-8x/month
Major
inflection point
at 15+ monthly
blog articles
More Published Posts More Traffic
Companies see a
45% growth in monthly
traffic
by increasing from 20 to 50 total publish...
Major inflection
points at
• 100 published
blog posts
• 200 published
blog posts
More Published Posts More Leads
Companies see
continued lead growth
with 100+ total blog articles published
More Published Posts More Leads
Companies with 200+ published blog articles
have
more than 5x the leads
compared to compa...
Major inflection
points at
• 100 published
blog posts
• 200 published
blog posts
How Much Blogging is Too Much?
Companies that blog at least twice a day have a
90% chance of acquiring
clients from their
...
Source: Peter Mooney
Source: Bengt Nyman
Your Window of Opportunity
Most organizations
have aggressive
growth goals of
greater than
20 percent annually
But have ve...
Source: shinya
You Can’t Afford to Lose the
Content Game
Most organizations are missing out on
opportunities to generate leads and nurtur...
Source: spcbrass
Agenda
1. Why Inbound Marketing
2. Focus on Goals: Traffic, Leads, Clients, and
ROI
3. What Inbound Marketing Looks Like
4...
Source: Stig Nygaard
Real Issue #1: Generating high-quality leads
Real Issue #2: Converting leads into clients
Everything else is just a potent...
Keep Your Eye on the Ball
57% of the B2B decision making cycle is now
over before any vendor is contacted.
If you’re not in the content business, yo...
During the 57% of today’s B2B decision making
cycle that happens before any vendor is
contacted, your buyers are “channel ...
Source: dsearls
Source: loufi
Don’t waste time on
finger-pointing between
The “web guy”
The “SEO guy”
The “social media guy”
The “PPC ...
IT Industry Has Long History of the
Suite Crushing Standalone Parts
Source: DuffiantSource: lpernity
Source: lpernity
IT Industry Has Long History of the
Suite Crushing Standalone Parts
Source: DuffiantSource: lpernity
Source: lpernity
Sour...
Fragmented Marketing Kills ROI
Source: lancefisher
• Website traffic generation
• Website lead generation
• Website client acquisition/revenue generation
• Website ROI analy...
Source: HubSpot Inbound Methodology
Select
Excerpts
Recently asked
HubSpot’s top
C-level execs and
thought leaders for
their most
important Inbound
marketing ...
“Get comfortable sharing useful
information that is uncomfortably
honest that you'd want to read
yourself.”
Dharmesh Shah,...
“A great blog that is helpful
(not promotional) is the cornerstone
of a basic inbound strategy.
A blog powers SEO and soci...
“The businesses that are the
best educators will be the
most successful in 2014. ”
Mark Kilens, Leader of HubSpot Academy
...
Agenda
1. Why Inbound Marketing
2. Focus on Goals: Traffic, Leads, Clients, and
ROI
3. What Inbound Marketing Looks Like
4...
Meet the
Dashboard!
Set SMART
Goals!
Conduct Persona
Research!
(Create Remarkable
Content that Nails
What Target Decision
Makers Desperately
Want to Read)
Find the Right
Keywords to Attract
and Engage Your
Personas!
(Tightrope Act: Monthly
Search Volume vs.
Degree of Competiti...
Social
Sharing
Icons
# Lists for
Skimmers
Engaging
CC Photo
CTAs for
Top of
Funnel
Offers
CTA for
Middle
of Funnel
Content
Blog Post Repurposed into
18 Slide Presentation Deck
Reinforces Company
Branding
Engaging Title Slide with
Image
604 Views...
18 Slide Presentation Deck
Repurposed into Narrated
Screencast
Reinforces Company
Branding
Engaging Title Slide with
Image...
Views
Original Blog Post 157
Derivative SlideShare
Presentation
604
Derivative Narrated
Screencast Video
99
Derivative Ins...
Different
Sized CTAs for
Different
Places on
Website
CTA
Dashboard
monitors
Views, Clicks,
Click Through
Rate %,
Contacts
...
Upper Navigation
Suppressed to
Eliminate Distraction
Landing Page for
Top of Funnel
Offer (Planning
Guide)
Form Properly
Q...
Upper Navigation
Returns
Thank You Page
for Top of Funnel
Offer (Planning
Guide)
Form Properly
Qualifies Leads
(8 Fields)
...
Thank You Email
for Top of Funnel
Offer (Planning
Guide)
Permanent
Inbox Real
Estate
Delivers on
Landing Page
Promise
Tell...
Personas Remind Us
that Different
Decision Makers
Have Different Goals,
Behaviors, Pain
Points, and Ways of
Navigating the...
Promotes New
Content
Drives Website
Revisits, and
Reconversions
Gathers More
Lead Intelligence
Accelerates Sales
Cycles
Email Marketing
Used for a Very
Specific Purpose
with a Single
SMART Goal
3 Links/ More
CTAs Drive
More Click
Throughs
Bol...
Workflows Allow
You to Automate
When and How
Contacts Are
Accelerated
Through the
Sales Cycle with
Contextually-
Relevant ...
As Leads
Reconvert and
Progress Down
the Sales Funnel,
Keep Asking
More Questions
to Better Qualify
(Without
Overwhelming
...
Smart CTAs Leverage
Smart List
Membership and
Segmentation to
Better Target the
User Experience
Allows for
Personalized
Di...
Huge Lever for Sales
Cycle Acceleration
Allows Your Sales
Reps to Know
Your Contacts
Better Than They
Know
Themselves
Incl...
Know When a
Contact is Back
on Your Website
as This Often
Indicates a High-
Degree of Sales-
Readiness
Game-Changer for
Sales Cycle
Acceleration
Real Time
(Nearly)
Notification of
Website Visits,
Email Opens,
Salesforce
Activ...
Add or
Subtract
Points Based
on Field
Values, Smart
List
Memberships,
and Behaviors
Helps
Prioritize
Follow Up
Efforts
Agenda
1. Why Inbound Marketing
2. Focus on Goals: Traffic, Leads, Clients, and
ROI
3. What Inbound Marketing Looks Like
4...
Build an
End-to-End
Solution that
Focuses on
Goals
Personalize
Content to
Match Buyer
Personas
Build Systems
for
High-Volume
Content
Creation
Promote Your
Content to
Get in Front
of the Right
Eyeballs
Measure
Everything:
The Case for
Inbound
Marketing
Software
Arrive Earlier in
the Sales Cycle
to Establish
Trusted Advisor
Status
Every piece of content that
you develop should always
include a Call to Action
(CTA)
If you need:
• More high-quality leads
• More revenue
• Better website ROI
Sign up for your complimentary
Inbound Marketin...
Thank You for Joining Us For Today’s Webinar!
Sign Up for Your Free Marketing Assessment
at http://www.sphomerun.com/fma
© 2014 SP Home Run Inc.
SP Home Run is a registered trademark of
SP Home Run Inc.
All Worldwide Rights Reserved.
Sign Up f...
How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webin...
How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webin...
How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webin...
How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webin...
How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webin...
How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webin...
How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webin...
How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webin...
How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webin...
How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webin...
How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webin...
How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webin...
How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webin...
How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webin...
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How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webinar Slides)

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The way B2B decision makers purchase IT services has changed drastically during the past few years. If your IT business is still depending on word of mouth referrals and old-school interruption marketing, such as cold calling, rented lists, and trade show booths, you’re in for a rude awakening.

Today, nearly 60% of the typical B2B sales cycle is over before decision makers talk to any vendors. If your company gets found in those early searches, you have a great opportunity to advance your thought leadership and achieve trusted advisor status. However if your company is invisible early on, you will miss out on some of your best potential prospects who spend all day long asking Google, Bing, Yahoo, and Siri questions by the dozen.

From these webinar slides, you’ll learn:

* Why Inbound marketing makes your IT business relevant to the way that modern humans shop for goods and services
* How to build the foundation for success
* Why you must be able to build content at scale
* How you can evaluate if your competition is asleep at the wheel
* How to focus on goals with website traffic, leads, clients, and ROI
* Why you can’t afford for your marketing efforts to exist in disconnected silos
* The #1 reason why blogging fails and what you must do about it
* What Inbound marketing looks like
* Best practices for website traffic generation and lead generation
* How to close sales 23% faster with sales cycle acceleration strategies
And much more!

Study the Slides to Learn How to Get More High-Quality Leads and Close More High-Margin Sales!

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How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales (Webinar Slides)

  1. 1. How Your IT Business Can Use Inbound Marketing to Generate More High-Quality Leads and Close More High-Margin Sales
  2. 2. Presenters Jennifer Rossler Co-Founder and President of SP Home Run Inc. Joshua Feinberg Co-Founder and Chief Inbound Marketing Officer of SP Home Run Inc. Connect with Jennifer Rossler Follow @jenniferrossler Connect with Joshua Feinberg Follow @joshua_feinberg
  3. 3. What You’ll Learn… • Why Inbound marketing makes your IT business relevant to the way that modern humans shop for goods and services • How to build the foundation for success • Why you must be able to build content at scale • How you can evaluate if your competition is asleep at the wheel #sphomerun
  4. 4. What You’ll Learn… • How to focus on goals with website traffic, leads, clients, and ROI • Why you can’t afford for your marketing efforts to exist in disconnected silos • The #1 reason why blogging fails and what you must do about it • What Inbound marketing looks like #sphomerun
  5. 5. What You’ll Learn… • Best practices for website traffic generation and lead generation • How to close sales 23% faster with sales cycle acceleration strategies • And much more! #sphomerun
  6. 6. #sphomerun
  7. 7. #sphomerun
  8. 8. Housekeeping • Recording: Today’s webinar is being recorded. The recording and slides will be available next week and sent to all attendees. • Q&A: If you have questions during today’s webinar, please use the Questions panel in GoToWebinar. Time permitting, we’ll try to answer as many questions as possible towards the end of today’s webinar. #sphomerun
  9. 9. Agenda 1. Why Inbound Marketing 2. Focus on Goals: Traffic, Leads, Clients, and ROI 3. What Inbound Marketing Looks Like 4. Recap of Best Practices #sphomerun
  10. 10. Is Your Company Getting Found? Or Invisible? 57 percent of the typical B2B sales cycle is over before potential clients contact any vendor!
  11. 11. Does Your Company Have a Sales Funnel? Source: Donovan Govan Source: Rob Boudon Or Does It Believe in Unicorns?
  12. 12. Source: ABC Television
  13. 13. Why Inbound Marketing Inbound marketing helps you • Attract the right strangers to your website • Turn strangers into website visitors • Convert website visitors into leads • Accelerate leads into clients • Delight clients so they become promoters
  14. 14. Traffic Generation Attract the right strangers to your website Attract Visitors Convert Leads Close Clients Delight Promoters Inbound Methodology
  15. 15. Lead Generation Convert your visitors into high quality leads Attract Visitors Convert Leads Close Clients Delight Promoters Inbound Methodology
  16. 16. Client Generation Transform your leads into new clients Attract Visitors Convert Leads Close Clients Delight Promoters Inbound Methodology
  17. 17. Return on Investment (ROI) Analysis “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” - John Wanamaker (1838 – 1922), father of modern advertising and a pioneer in marketing
  18. 18. Source: Saucy Salad
  19. 19. Source: Montgomery County Planning Commission
  20. 20. Set SMART Goals • Specific • Measurable • Attainable • Realistic • Time bound Source: Andy Rennie
  21. 21. Create Buyer Personas The foundation for remarkable marketing and sales content that resonates with the intended audiences Note: Most small IT companies with blogs skip this step and end up putting out crap that no one wants to read, let alone convert to a lead on.
  22. 22. Research Keywords Find the opportunities to add valuable perspective to your ideal buyer’s searches Balance volume of monthly searches vs. level of competition
  23. 23. Highly Personalized Content Accelerate the sales cycle with content for each • Buyer persona • Lifecycle stage
  24. 24. Why Highly Personalized Content? Changes in modern buying habits – selective consumption – and the rise of Amazon, iTunes, and NetFlix make it impossible for a single eBook or two to make a dent in your lead generation
  25. 25. Source: M Hooper
  26. 26. More Web Pages  More Leads Companies with 100 to 200 pages generate 2.5x more leads than those with fewer than 50 pages
  27. 27. Major inflection points at • 300 website pages • 1,000 website pages
  28. 28. More Landing Pages  More Leads Companies see a 55% increase in leads by increasing the number of landing pages from 10 to 15
  29. 29. Major inflection points at • 20 landing pages • 40 landing pages
  30. 30. More Blogging  More Leads Companies almost double their monthly leads by increasing from 3-5x/month to 6-8x/month
  31. 31. Major inflection point at 15+ monthly blog articles
  32. 32. More Published Posts More Traffic Companies see a 45% growth in monthly traffic by increasing from 20 to 50 total published blog articles
  33. 33. Major inflection points at • 100 published blog posts • 200 published blog posts
  34. 34. More Published Posts More Leads Companies see continued lead growth with 100+ total blog articles published
  35. 35. More Published Posts More Leads Companies with 200+ published blog articles have more than 5x the leads compared to companies with <10 total published blog articles
  36. 36. Major inflection points at • 100 published blog posts • 200 published blog posts
  37. 37. How Much Blogging is Too Much? Companies that blog at least twice a day have a 90% chance of acquiring clients from their website
  38. 38. Source: Peter Mooney
  39. 39. Source: Bengt Nyman
  40. 40. Your Window of Opportunity Most organizations have aggressive growth goals of greater than 20 percent annually But have very conservative budgets of way less than 10 percent of desired revenue growth
  41. 41. Source: shinya
  42. 42. You Can’t Afford to Lose the Content Game Most organizations are missing out on opportunities to generate leads and nurture leads into clients due to enormous gaps in their content marketing programs
  43. 43. Source: spcbrass
  44. 44. Agenda 1. Why Inbound Marketing 2. Focus on Goals: Traffic, Leads, Clients, and ROI 3. What Inbound Marketing Looks Like 4. Recap of Best Practices #sphomerun
  45. 45. Source: Stig Nygaard
  46. 46. Real Issue #1: Generating high-quality leads Real Issue #2: Converting leads into clients Everything else is just a potential distraction and means to an end Two Real Issues: Emperor’s Clothes
  47. 47. Keep Your Eye on the Ball
  48. 48. 57% of the B2B decision making cycle is now over before any vendor is contacted. If you’re not in the content business, your company is invisible and irrelevant. Did You Know That…?
  49. 49. During the 57% of today’s B2B decision making cycle that happens before any vendor is contacted, your buyers are “channel jumping” like crazy between Why? Websites Blogs Social Media Landing Pages Email Desktops/Notebooks Smartphones/Tablets Landlines In Person
  50. 50. Source: dsearls
  51. 51. Source: loufi Don’t waste time on finger-pointing between The “web guy” The “SEO guy” The “social media guy” The “PPC guy” Etc. Stop the Blame-Game
  52. 52. IT Industry Has Long History of the Suite Crushing Standalone Parts Source: DuffiantSource: lpernity Source: lpernity
  53. 53. IT Industry Has Long History of the Suite Crushing Standalone Parts Source: DuffiantSource: lpernity Source: lpernity Source: Stephen Edgar - Netweb
  54. 54. Fragmented Marketing Kills ROI Source: lancefisher
  55. 55. • Website traffic generation • Website lead generation • Website client acquisition/revenue generation • Website ROI analysis
  56. 56. Source: HubSpot Inbound Methodology
  57. 57. Select Excerpts Recently asked HubSpot’s top C-level execs and thought leaders for their most important Inbound marketing advice Recently asked HubSpot’s top C-level execs and thought leaders for their most important Inbound marketing advice
  58. 58. “Get comfortable sharing useful information that is uncomfortably honest that you'd want to read yourself.” Dharmesh Shah, Chief Technology Officer & Founder HubSpot Cambridge, Massachusetts @dharmesh
  59. 59. “A great blog that is helpful (not promotional) is the cornerstone of a basic inbound strategy. A blog powers SEO and social media.” Mike Volpe, Chief Marketing Officer HubSpot Cambridge, Massachusetts @mvolpe
  60. 60. “The businesses that are the best educators will be the most successful in 2014. ” Mark Kilens, Leader of HubSpot Academy HubSpot Cambridge, Massachusetts @MarkKilens Picture Placeholder ~300x300
  61. 61. Agenda 1. Why Inbound Marketing 2. Focus on Goals: Traffic, Leads, Clients, and ROI 3. What Inbound Marketing Looks Like 4. Recap of Best Practices #sphomerun
  62. 62. Meet the Dashboard!
  63. 63. Set SMART Goals!
  64. 64. Conduct Persona Research! (Create Remarkable Content that Nails What Target Decision Makers Desperately Want to Read)
  65. 65. Find the Right Keywords to Attract and Engage Your Personas! (Tightrope Act: Monthly Search Volume vs. Degree of Competition) # of Monthly Searches Degree of Difficulty to Rank on Page 1
  66. 66. Social Sharing Icons # Lists for Skimmers Engaging CC Photo CTAs for Top of Funnel Offers CTA for Middle of Funnel Content
  67. 67. Blog Post Repurposed into 18 Slide Presentation Deck Reinforces Company Branding Engaging Title Slide with Image 604 Views (includes Embeds) Search Engine Optimized Tightly Targeted CTA and Tracking Domain
  68. 68. 18 Slide Presentation Deck Repurposed into Narrated Screencast Reinforces Company Branding Engaging Title Slide with Image 99 Views Search Engine Optimized Tightly Targeted CTA and Tracking Domain Recap Instrumental Version Picks Up Additional 60 Views
  69. 69. Views Original Blog Post 157 Derivative SlideShare Presentation 604 Derivative Narrated Screencast Video 99 Derivative Instrumental Only Recap Screencast Video 60 Aggregate Views 920 Why? More Chances for Your Thought Leadership to Make It to Page One of Google, Even if Your Blog Doesn’t Have Thousands of Authoritative Inbound Linking Domains
  70. 70. Different Sized CTAs for Different Places on Website CTA Dashboard monitors Views, Clicks, Click Through Rate %, Contacts Generated , and Conversion Rate%
  71. 71. Upper Navigation Suppressed to Eliminate Distraction Landing Page for Top of Funnel Offer (Planning Guide) Form Properly Qualifies Leads (8 Fields) Links to Privacy Policy to Reassure Checkbox for Optional Newsletter Consistent Action Verbs Throughout Bullet Points with Page #’s Cover Image Engages Visitors
  72. 72. Upper Navigation Returns Thank You Page for Top of Funnel Offer (Planning Guide) Form Properly Qualifies Leads (8 Fields) Pushes Leads Down the Sales Funnel with Reconversion Opportunities Middle of the Funnel Offer for 1 Hour Webinar Recording Bottom of the Funnel Offer for Needs Assessment Cover Image Engages Visitors Requires Valid Email Address to Get Guide
  73. 73. Thank You Email for Top of Funnel Offer (Planning Guide) Permanent Inbox Real Estate Delivers on Landing Page Promise Tells How to and Reminds to Download Ensures that We Have Real Email Addresses Restates Benefits Pushes Leads Down the Sales Funnel with Reconversion Opportunity CAN SPAM Compliant
  74. 74. Personas Remind Us that Different Decision Makers Have Different Goals, Behaviors, Pain Points, and Ways of Navigating the Buyer’s Journey Segmentation and Smart Lists Helps Personalize Once a Contact is Dynamically Added to a Smart List, It Can Trigger Workflow Automation (Especially Lead Nurturing), Lead Scoring, Social Media Monitoring, and Revisit Alert Email
  75. 75. Promotes New Content Drives Website Revisits, and Reconversions Gathers More Lead Intelligence Accelerates Sales Cycles
  76. 76. Email Marketing Used for a Very Specific Purpose with a Single SMART Goal 3 Links/ More CTAs Drive More Click Throughs Bold Bulleted List for Skimmers Image (Clickable) Used to Attract Attention
  77. 77. Workflows Allow You to Automate When and How Contacts Are Accelerated Through the Sales Cycle with Contextually- Relevant Content
  78. 78. As Leads Reconvert and Progress Down the Sales Funnel, Keep Asking More Questions to Better Qualify (Without Overwhelming on Initial Visit(s) Provides a Much Better User Experience Because Users Don’t Need to Re-Enter What HubSpot Already Knows
  79. 79. Smart CTAs Leverage Smart List Membership and Segmentation to Better Target the User Experience Allows for Personalized Display of CTAs by (a) Sales Cycle Stage (b) PersonaIf You Know a Contact Has Already Converted on One Offer, Displays a CTA for a Different Offer Hyper-Targets and Prevents Annoying Visitors with Irrelevant Offers
  80. 80. Huge Lever for Sales Cycle Acceleration Allows Your Sales Reps to Know Your Contacts Better Than They Know Themselves Includes Blogs, Forms, Emails, Social Media, Videos (Wistia), and Webinars (GoToWebinar) Combines What Contacts Have Told You About Themselves on Landing Pages with Their Behaviors on Your Website Facebook-Style Timeline
  81. 81. Know When a Contact is Back on Your Website as This Often Indicates a High- Degree of Sales- Readiness
  82. 82. Game-Changer for Sales Cycle Acceleration Real Time (Nearly) Notification of Website Visits, Email Opens, Salesforce Activity (New), and HubSpot Activitiy
  83. 83. Add or Subtract Points Based on Field Values, Smart List Memberships, and Behaviors Helps Prioritize Follow Up Efforts
  84. 84. Agenda 1. Why Inbound Marketing 2. Focus on Goals: Traffic, Leads, Clients, and ROI 3. What Inbound Marketing Looks Like 4. Recap of Best Practices #sphomerun
  85. 85. Build an End-to-End Solution that Focuses on Goals
  86. 86. Personalize Content to Match Buyer Personas
  87. 87. Build Systems for High-Volume Content Creation
  88. 88. Promote Your Content to Get in Front of the Right Eyeballs
  89. 89. Measure Everything: The Case for Inbound Marketing Software
  90. 90. Arrive Earlier in the Sales Cycle to Establish Trusted Advisor Status
  91. 91. Every piece of content that you develop should always include a Call to Action (CTA)
  92. 92. If you need: • More high-quality leads • More revenue • Better website ROI Sign up for your complimentary Inbound Marketing Assessment at http://www.sphomerun.com/fma
  93. 93. Thank You for Joining Us For Today’s Webinar! Sign Up for Your Free Marketing Assessment at http://www.sphomerun.com/fma
  94. 94. © 2014 SP Home Run Inc. SP Home Run is a registered trademark of SP Home Run Inc. All Worldwide Rights Reserved. Sign Up for Your Free Marketing Assessment at http://www.sphomerun.com/fma

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