Inbound Marketing - Your Secrets to Success
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Inbound Marketing - Your Secrets to Success
- 1. INBOUND MARKETING: Your Secrets to Success. Kieran Flanagan, Marketing Director (EMEA) @ HubSpot @searchbrat kflanagan@hubspot.com
- 2. Kieran Flanagan @searchbrat “Highly motivated marketing geek high on data crack.”
- 3. Our Inbound Marketing Methodology Source - http://www.hubspot.com/products/inbound-marketing/
- 4. for how your customers buy today
- 5. Have a Need 65% Europeans
- 8. They like to educate themselves rather than speak with a sales person 60% of the sales cycle is over – before a buyer talks to your salesperson. Corporate Executive Board: bit.ly/zub217
- 9. Convert
- 11. Your consumer has changed, They are in control.
- 12. Don’t Interrupt
- 14. Inbound Marketing is the art of creating persona driven marketing across your entire funnel. @Searchbrat
- 15. How You Can be Successful with Inbound Marketing.
- 16. 1 BUYER PERSONAS KNOW YOUR BUYER PERSONAS11 Be Relevant
- 17. of European marketers are focused on reaching the right audience, and converting them into leads. 23% of European marketers are focused on reaching the right audience, and converting them into leads. 23% Resource: http://offers.hubspot.com/2013-state-of-inbound-marketing-europe
- 18. MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (DIT), MBA (Smurftt) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO
- 19. Researching Your Personas: Know What To Ask.1
- 21. Researching Your Personas: Know Who To Ask.2
- 23. Listen on Social Media Segment Your Lists
- 25. Form fields Woah! Wow! Cool! Good to know! Yes! Awesome! Great!
- 26. Talk to sales The biggest problem our prospects have is…
- 28. @TheSalesLion Great content is the best sales tool in the world.
- 29. “It’s easy for HubSpot to talk about content. They have lot’s of resources.”
- 30. Close 0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 2006 2007 2008 2009 2010 2011 2012 TRAFFIC TO HUBSPOT.COM We started here
- 31. Close 0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 2006 2007 2008 2009 2010 2011 2012 TRAFFIC TO HUBSPOT.COM Don’t give up (Persistent & Consistent)
- 42. Close
- 43. Blog & eBooks Tools Photos Videos & Podcasts Presentations RECYLCE IN LOTS OF FORMATS
- 46. THINK LIKE A PUBLISHING COMPANY.
- 47. Great content teams suck in valuable information Great content teams suck in valuable information
- 48. ASSETS MEAN YOU OWN YOUR MARKETING Vs 70% of our blog leads are from OLD articles
- 49. 3 Create Marketing Assets Create a Content Machine23 Context to Personalise your Funnel3 USE CONTEXT TO PERSONALIS
- 50. PERSONALISE YOUR MARKETING Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Enterprise Erin Owner Ollie
- 51. ATTRACT QUALIFIED VISITS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
- 52. CONTEXT TO PERSONALISE DelightI’m a lead I’m a new visitor
- 53. CONVERTS INTO QUALIFIED LEADS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
- 54. CONTEXT TO SEGMENT Delight I love this topic Easily send follow up offer to all people who download this content
- 55. CLOSES ACTUAL SALES Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
- 56. CONTEXT TO SELL MORE Delight I am ready to be called
- 57. DELIGHTS YOUR CUSTOMERS Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
- 58. CONTEXT TO DELIGHT CUSTOMERS I’m already a customer
- 59. 4 MEASURE LIKE a BOSS Act like a Sales team 4 Act like a Sales team 4
- 60. Align Your Marketing & Sales € Demo € Trial € Contact Sales € IMA
- 61. Measure daily, Evolve Fast
- 62. Questions ?
Hinweis der Redaktion
- This presentation is all about how you can be successful with inbound marketing, either for your own business or your clients business. What do our most successful HubSpot customers get right when implementing their own inbound marketing ? What are important things for you to consider when deciding upon your own inbound marketing strategy ?
- The last super power is being able to use data to measure what you are doing more effectively and also to help make strategic decisions. As we’ve already discussed, the most common issue that comes up with marketing is being able to measure it’s ROI effectively. As an inbound marketer, you not only want to be able to report on the performance of your strategy across the funnel, but also to use the right data to help you make decisions on what is working and what’s not.