Learn how to go through the inbound marketing strategy process and key elements to include in your own strategy.

1. Building Your
2016 Inbound Marketing Strategy.
PRESENTED BY /
Nicole Denton, Managing Director
Pyxl Scottsdale

2. Original Pyxl Employee
Client Experience
More About Nicole
Managing Director, Scottsdale
Nicole Denton
Pit Bull Rescuer Hiking EnthusiastDiner Connoisseur

3. *Business 2 Community
Inbound Methodology
The Strategy Process
Inbound Marketing Review1
2
3
Our Agenda.

4. is interruptive and isn’t personalized — often, it isn’t
even helpful to the audience it’s hitting.
is about creating and sharing relevant, targeted
content online and with a specific audience. You seek
to attract qualified prospects with content that they
actually want to see, where and when they want to see it.
Traditional Marketing
Inbound Marketing
vs.

5. *Business 2 Community
44% of direct mail
is never opened.*
86% of people skip
TV commercials.*
91% of people unsubscribe
from company emails.*
Traditional Marketing
Just Isn’t Working.
*Business 2 Community

6. But, Seriously. Does Inbound
Marketing Really Work?
*Hubspot
as many marketers say inbound
delivers below average cost per
lead than outbound methods*
is saved by companies who
invest in inbound marketing
compared to those who don’t*
more leads are generated by
inbound tactics than traditional
marketing approaches*
2x $20k 54%

7. Attract
Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contracts
Email
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart-Calls-to-Action
Email
Workflows
Convert Close Delight
Strangers
The Inbound Methodology.
Visitors Leads Customers Promoters

8. *Business 2 Community
Start with a Strategy!
*DM News
How can you track
success without first
establishing goals
and a strategy?
46% of executives surveyed
stated “lack of an effective
strategy” was the biggest
obstacle in achieving their
inbound marketing goals.*

9. Set your goals and KPIs1 Identify your audience2 Create your tactical plan3
The Process, Simplified.

10. Set Your Goals and KPIs.

11. Example Goals.
New Customers
Monthly Revenue
Customer Retention
Overall Growth
Market Share
Lower Cost
Per Acquisition

12. Drive X bottom-of-the-funnel (BOFU)
leads per month
KPI
Drive X new visitors per month.KPI Close X% of BOFU leadsKPI
Drive X top-of-the-funnel (TOFU)
leads per month
KPI
Goal: Close 50 New Customers per Month.

13. Reverse Engineering Your Marketing Funnel.
X% Conversion Rate X Visitors
X TOFU Leads
X BOFU Leads
X Customers
X% Conversion Rate
X% Conversion Rate

14. X% Conversion Rate X Visitors
X TOFU Leads
X BOFU Leads
50 Customers
X% Conversion Rate
X% Conversion Rate
Reverse Engineering Your Marketing Funnel.

15. X% Conversion Rate X Visitors
X TOFU Leads
X BOFU Leads
50 Customers
X% Conversion Rate
30% Conversion Rate
Reverse Engineering Your Marketing Funnel.

16. X% Conversion Rate X Visitors
X TOFU Leads
167 BOFU Leads
50 Customers
X% Conversion Rate
30% Conversion Rate
Reverse Engineering Your Marketing Funnel.

17. X% Conversion Rate X Visitors
X TOFU Leads
167 BOFU Leads
50 Customers
20% Conversion Rate
30% Conversion Rate
Reverse Engineering Your Marketing Funnel.

18. X% Conversion Rate X Visitors
835 TOFU Leads
167 BOFU Leads
50 Customers
20% Conversion Rate
30% Conversion Rate
Reverse Engineering Your Marketing Funnel.

19. 10% Conversion Rate X Visitors
835 TOFU Leads
167 BOFU Leads
50 Customers
20% Conversion Rate
30% Conversion Rate
Reverse Engineering Your Marketing Funnel.

20. 10% Conversion Rate 8,350 Visitors
835 TOFU Leads
167 BOFU Leads
50 Customers
20% Conversion Rate
30% Conversion Rate
Reverse Engineering Your Marketing Funnel.

21. Identify Your Audience.

22. Who are they?
are semi-fictional representations
of your company’s ideal customers.
Buyer Personas
Patients or
Physicians
Students or
Parents
IT Execs and
Consumers
Customers

23. Where do they
spend time online?
What are their demographics?
What keywords do they
use when searching?
Why is your product/service
the best option for them?
What questions do they have?
How can you reach them?

24. An Example Persona
Marketing Mary
Background
Marketing manager
Works at a large technology company
Demographics
Skews female
Age 35-50
Married with children
Suburban
Goals
Meet quarterly lead generation goals
Support corporate initiatives through the
launch of a variety of marketing campaigns
Challenges
Getting everything done with a small staff
Getting quality leads that the sales team
can close
How We Help
Provide a large team to support
campaign initiatives
Utilize lead generation and nuturing
programs to drive qualified leads
Common Objections
Worried a marketing partner won’t be able to
understand the intricacies of the business
Nervous about all the moving parts
working with a marketing firm

25. Create Your Tactical Plan.

26. *Business 2 Community
Key Components.
Analyze the digital experience
you’re providing to visitors
Conduct a content audit &
map content marketing to
the buyer’s journey
Define demand generation
and lead nurturing tactics
Identify key metrics to track
and set a reporting schedule

27. Your website is often the first impression
your company gives to potential customers.
Can they find it? Is it mobile-friendly? Is it inbound-ready?

28. Critical elements of an
inbound-ready Website.
Responsive
Design
BlogIntuitive
Navigation
Effective Calls
to Action
Well-Written
Content

29. Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
1
2
3
4
5
6

30. Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
1
2
3
4
5
6

31. Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
2
3
4
5
6
1

32. Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
2
3
4
5
6
1

33. Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
2
3
4
5
6
1

34. Content Audit.
Go through your existing content.
Break it down by type.
Map it to personas.
Map it to stages of the buyer’s journey.
What do you have? What are you lacking?
Fill in the gaps.
2
3
4
5
6
1

35. Content and the Buyer’s Journey.
Awareness Stage
eGuides
eBooks
White Papers
Mission:
Users are seeking
educational, third part,
vendor neutral content.
Consideration Stage
Webcasts
Solution Comparisons
White Papers
Expert/Editorial eGuides
Mission:
Users are committing to
solving their clearly defined
problem, more focused on
solutions & comparisons.
Decision Stage
Vendor/Product Comparison
Case Studies
Trial/Software
Downloads
Mission:
Users are seeking validation
in determing their short list
and selecting a vendor.

36. Your Persona
Problem or opportunity
that the above persona
needs help with.
Lifecycle Stage
Consideration Stage:
Users are committing to
solving their clearly defined
problem, more focused on
solutions & comparisons.
Decision Stage:
Users are seeking validation
in determing their short list
and selecting a vendor.
Awareness Stage:
Users are seeking
educational, third part,
vendor neutral content.
Content Marketing.

37. Marketing Mary
Your Persona
Problem or opportunity
that the above persona
needs help with.
Lifecycle Stage
Consideration Stage:
Users are committing to
solving their clearly defined
problem, more focused on
solutions & comparisons.
Decision Stage:
Users are seeking validation
in determing their short list
and selecting a vendor.
Awareness Stage:
Users are seeking
educational, third part,
vendor neutral content.
Content Marketing.

38. Meet Quarterly Lead
Generation Goals
Your Persona
Problem or opportunity
that the above persona
needs help with.
Lifecycle Stage
Consideration Stage:
Users are committing to
solving their clearly defined
problem, more focused on
solutions & comparisons.
Decision Stage:
Users are seeking validation
in determing their short list
and selecting a vendor.
Awareness Stage:
Users are seeking
educational, third part,
vendor neutral content.
Content Marketing.
Marketing Mary

39. eBook: Top Lead Generation
Tips, Tricks & Ideas
Meet Quarterly Lead
Generation Goals
Your Persona
Problem or opportunity
that the above persona
needs help with.
Lifecycle Stage
Consideration Stage:
Users are committing to
solving their clearly defined
problem, more focused on
solutions & comparisons.
Decision Stage:
Users are seeking validation
in determing their short list
and selecting a vendor.
Awareness Stage:
Users are seeking
educational, third part,
vendor neutral content.
Content Marketing.
Marketing Mary

40. eBook: Top Lead Generation
Tips, Tricks & Ideas
Meet Quarterly Lead
Generation Goals
Your Persona
Problem or opportunity
that the above persona
needs help with.
Lifecycle Stage
A Case Study Focused
on Lead Generation
Consideration Stage:
Users are committing to
solving their clearly defined
problem, more focused on
solutions & comparisons.
Decision Stage:
Users are seeking validation
in determing their short list
and selecting a vendor.
Awareness Stage:
Users are seeking
educational, third part,
vendor neutral content.
Content Marketing.
Marketing Mary

41. eBook: Top Lead Generation
Tips, Tricks & Ideas
Meet Quarterly Lead
Generation Goals
Your Persona
Problem or opportunity
that the above persona
needs help with.
Lifecycle Stage
A Case Study Focused
on Lead Generation
Consideration Stage:
Users are committing to
solving their clearly defined
problem, more focused on
solutions & comparisons.
Free Consultation
Decision Stage:
Users are seeking validation
in determing their short list
and selecting a vendor.
Awareness Stage:
Users are seeking
educational, third part,
vendor neutral content.
Content Marketing.
Marketing Mary

42. Demand Generation.
Email
Marketing
Social
Media
BlogPublic
Relations
PPCSEOPremium
Content

43. Use demand generation
tactics to nurture.
What paths might your leads take as they
progress through the buyer’s journey?
MQL Opp.SQL Cust. Evan.

44. DON’T CONVERT
Convert
Convert
*Form will help
determine: Persona
*Form will help
determine: Persona
Subscriber Lead MQL SQL Customer EvangelistOpportunity
Blog Digest
Email #
1
Email #
2
Topic: Whitepaper
Frequency Weekly
Topic: Demo
Chuck upgrades the
lead to an opportunity
in Salesforce.
Opportunity informs
Chuck of intent
to purchase and
customer experience
workflow begins.
Opportunity enters
the sales process.WORKFLOW
DON’T CONVERT
Email #
1
Email #
2
Topic: Thank You for Downloading
CTA: Request a Demo
Topic: About Smart Clinic
CTA: Request a Demo
WORKFLOW
Email
Thank You for Your Request
WORKFLOW
Topic: Customized Hot Topic
CTA: Read the Blog Post
Frequency: Monthly
Topic: News
CTA: News
Frequency: Monthly
Persona 1 Customer
Topic: Customized Hot Topic
CTA: Read the Blog Post
Frequency: Monthly
Topic: News
CTA: News
Frequency: Monthly
Persona 2
Topic: Customized Hot Topic
CTA: Read the Blog Post
Frequency: Monthly
Topic: News
CTA: News
Frequency: Monthly
Persona 3
Topic: Customized Hot Topic
CTA: Read the Blog Post
Frequency: Monthly
Topic: News
CTA: News
Frequency: Monthly
Persona 4
Topic: Customized Hot Topic
CTA: Read the Blog Post
Frequency: Monthly
Topic: News
CTA: News
Frequency: Monthly
Persona 5
Convert on Demo Request Complete Demo
Email #
1
Topic: Intent to Purchase,
Hand Off
Email #
2
Registration Email
& Introduction
(not automated)
Email
Topic: HubSpot Sends
Customer Info
(internal)
Email #
1
Topic: Welcome/Submit Your Info
WORKFLOW
Email
Topic: Refer a Colleague
WORKFLOW
Email #
2
Topic: Thank You
Email #
5
Topic: PMS Introduction
Email #
4
Topic: Process Overview
& Introduction
Email #
6
Topic: Manual Mode Overview
Email #
7
Topic: Training Videos
& User Manual
Email #
8
Topic: Promotional
Support Materials
Email #
12
Topic: 60-day survey
Email #
13
Topic: 90-day survey
Email #
11
Topic: 30-day survey
Email #
10
Topic: Congratulations
Email #
9
Topic: Confirmation of Integration
Email #
3
Topic: Request for Logos, Photos,
Images, Staff & Location Info
Email
Topic: HubSpot Alerts that
Customer Info Was Received
(internal)

45. Is marketing having an
impact on business goals?
Are you on track to
meet your KPIs?
What’s working
and what isn’t?
What should you be doing
differently month over month?
Periodically evaluate your
inbound marketing strategy.

46. Key Metrics
to Measure.
Leads and Conversions
Website Traffic Statistics
Open/Click Rate
(Email)
Keyword Ranking
Cost Per Click/Conversion
(PPC)
Reach and Engagement
(Social Media)

47. Components of a Solid Strategy Document.
Analysis of Current
Marketing & Brand
1
Content Marketing
Strategy
11
Quality Lead
Identification
6
Competitive Advantages
& Brand Differentiation
2
Demand Generation
Strategy
12
Definition of
Lifecycle Stages
7
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales
Team & Process
4 Reporting14Marketing Systems9
Buyer Personas5
Digital Experience
Strategy
10

48. Components of a Solid Strategy Document.
Analysis of Current
Marketing & Brand
Content Marketing
Strategy
11
Quality Lead
Identification
6
Competitive Advantages
& Brand Differentiation
2
Demand Generation
Strategy
127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales
Team & Process
4 Reporting14Marketing Systems9
Buyer Personas5
Digital Experience
Strategy
10
1
Definition of
Lifecycle Stages

49. Components of a Solid Strategy Document.
Analysis of Current
Marketing & Brand
Content Marketing
Strategy
11
Quality Lead
Identification
6
Competitive Advantages
& Brand Differentiation
2
Demand Generation
Strategy
127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales
Team & Process
4 Reporting14Marketing Systems9
Buyer Personas5
Digital Experience
Strategy
10
1
Definition of
Lifecycle Stages

50. Components of a Solid Strategy Document.
Analysis of Current
Marketing & Brand
Content Marketing
Strategy
11
Quality Lead
Identification
6
Competitive Advantages
& Brand Differentiation
2
Demand Generation
Strategy
127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales
Team & Process
4 Reporting14Marketing Systems9
Buyer Personas5
Digital Experience
Strategy
10
1
Definition of
Lifecycle Stages

51. Components of a Solid Strategy Document.
Analysis of Current
Marketing & Brand
Content Marketing
Strategy
11
Quality Lead
Identification
6
Competitive Advantages
& Brand Differentiation
2
Demand Generation
Strategy
127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales
Team & Process
4 Reporting14Marketing Systems9
Buyer Personas5
Digital Experience
Strategy
10
1
Definition of
Lifecycle Stages

52. Components of a Solid Strategy Document.
Analysis of Current
Marketing & Brand
Content Marketing
Strategy
11
Quality Lead
Identification
6
Competitive Advantages
& Brand Differentiation
2
Demand Generation
Strategy
127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales
Team & Process
4 Reporting14Marketing Systems9
Buyer Personas5
Digital Experience
Strategy
10
1
Definition of
Lifecycle Stages

53. Components of a Solid Strategy Document.
Analysis of Current
Marketing & Brand
Content Marketing
Strategy
11
Quality Lead
Identification
6
Competitive Advantages
& Brand Differentiation
2
Demand Generation
Strategy
127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales
Team & Process
4 Reporting14Marketing Systems9
Buyer Personas5
Digital Experience
Strategy
10
1
Definition of
Lifecycle Stages

54. Components of a Solid Strategy Document.
Analysis of Current
Marketing & Brand
Content Marketing
Strategy
11
Quality Lead
Identification
6
Competitive Advantages
& Brand Differentiation
2
Demand Generation
Strategy
127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales
Team & Process
4 Reporting14Marketing Systems9
Buyer Personas5
Digital Experience
Strategy
10
1
Definition of
Lifecycle Stages

55. Components of a Solid Strategy Document.
Analysis of Current
Marketing & Brand
Content Marketing
Strategy
11
Quality Lead
Identification
6
Competitive Advantages
& Brand Differentiation
2
Demand Generation
Strategy
127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales
Team & Process
4 Reporting14Marketing Systems9
Buyer Personas5
Digital Experience
Strategy
10
1
Definition of
Lifecycle Stages

56. Components of a Solid Strategy Document.
Analysis of Current
Marketing & Brand
Content Marketing
Strategy
11
Quality Lead
Identification
6
Competitive Advantages
& Brand Differentiation
2
Demand Generation
Strategy
127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales
Team & Process
4 Reporting14Marketing Systems9
Buyer Personas5
Digital Experience
Strategy
10
1
Definition of
Lifecycle Stages

57. Components of a Solid Strategy Document.
Analysis of Current
Marketing & Brand
Content Marketing
Strategy
11
Quality Lead
Identification
6
Competitive Advantages
& Brand Differentiation
2
Demand Generation
Strategy
127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales
Team & Process
4 Reporting14Marketing Systems9
Buyer Personas5
Digital Experience
Strategy
10
1
Definition of
Lifecycle Stages

58. Components of a Solid Strategy Document.
Analysis of Current
Marketing & Brand
Content Marketing
Strategy
11
Quality Lead
Identification
6
Competitive Advantages
& Brand Differentiation
2
Demand Generation
Strategy
127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales
Team & Process
4 Reporting14Marketing Systems9
Buyer Personas5
Digital Experience
Strategy
10
1
Definition of
Lifecycle Stages

59. Components of a Solid Strategy Document.
Analysis of Current
Marketing & Brand
Content Marketing
Strategy
11
Quality Lead
Identification
6
Competitive Advantages
& Brand Differentiation
2
Demand Generation
Strategy
127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales
Team & Process
4 Reporting14Marketing Systems9
Buyer Personas5
Digital Experience
Strategy
10
1
Definition of
Lifecycle Stages

60. Components of a Solid Strategy Document.
Analysis of Current
Marketing & Brand
Content Marketing
Strategy
11
Quality Lead
Identification
6
Competitive Advantages
& Brand Differentiation
2
Demand Generation
Strategy
127
Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8
Overview of Sales
Team & Process
4 Reporting14Marketing Systems9
Buyer Personas5
Digital Experience
Strategy
10
1
Definition of
Lifecycle Stages

61. Pyxl’s Strategy Process.

62. Implementation & Reporting
Discovery and
Modeling Session
Persona
Development
Goals
Campaign
Creation
Competitve
Audit
Website
Audit
Content
Audit
Strategy Creation
and Delivery
Pyxl’s Strategy Process.

63. Any Questions?

64. Thank You
For Joining Us Today!
QUESTIONS? CONTACT /
Nicole Denton, Managing Director in Scottsdale
email | ndenton@thinkpyxl.com
Ready to build your own strategy?
Download our example strategy to get started.
pyxl.it/strategy