Turning Clicks Into Customers - Inbound Marketing and Content

1. Turning Clicks Into Customers
Inbound Marketing and Content

2. “A skilfully executed inbound marketing campaign is 10 times more
effective at conversion than traditional outbound methods”
Source: Gartner
“Compared to Outbound only and aligned Inbound and Outbound approach can
result in 40-60% more enquiries, 53% fewer Leads to Close one deal, 40-70% lower
cost per lead and 60% more marketing sourced pipelimne”
Source: Sirius Decisions
“60% of companies have adopted some element of the inbound marketing
methodology into their overall strategy”
Source: Hubspot
Why should I care about Inbound?
“As much as 50-70% of the buying cycle is now
complete before engagement with sales occurs”
Source: Sirius Decisions
78% of B2B buyers start their research with search
Source: Demand Gen Report
“B2B companies that blog generate 67% more
leads per month than those who do not blog”
Source: Social Media B2B

3. Why should I care about Inbound?
 As a marketer you can no longer dismiss Inbound as a
black art practised and handled by your web team
 Need to take an integrated approach to Inbound and
Outbound marketing
 If 50-70% of the buying cycle is now completed before
any engagement with sales occurs, you must regain
control of this percentage group

4. Inbound Building Blocks: Buyers Journey
Customer Buying Experience

5. Inbound Building Blocks: Buyers Journey
 Find out where your buyers ‘hang-out’ and place content
that is relevant to them
 Guide them through the journey by serving up content
that is appropriate to their stage of the journey
 Let’s look at a way you categorise your content to help…

6. Inbound Building Blocks: Buying Personas
 First understand who the buyers are and their typical
pains, drivers and motivations
 A formal way of doing this is building Buying Personas,
as demonstrated in the next slide
 This is a fictitious persona for Mandy Lewis, a manager
level marketer…

7. Inbound Building Blocks: Buying Personas

8. Inbound Building Blocks: Buying Personas
 Next we look at the content requirements at each buying stage for
the persona
 Remember early stage is all about empathy and thought leadership -
later stages are about product/service
 Consider:
- Drivers/motivation at each stage
- Questions they may need answering
- Value proposition at each stage
- What they are most likely to respond to
 In depth discussions with Sales really helps here, as well as
discussions with existing customers

9. Inbound Building Blocks: Buying Personas

10. Inbound Building Blocks: Content Catalogue
 So now we can start cataloguing our content
 There are three main axes represented by the cube on
the following slide:
- Buying stage
- Persona
- Type of content

11. Inbound Building Blocks: Content Catalogue
Webinars
White Papers
Case Studies
Videos
Customer
Justify
Learn
Interest
Evaluate

12. Inbound Building Blocks: Content Catalogue
 So content for Mandy is contained in the blue slice of our
catalogue
 We can see if we have enough content for nurture at that
stage
 Lastly, keep it up to date and refreshed

13. Takeaways