The document provides an overview of inbound marketing and strategies for success. It discusses understanding buyer personas through research and interviews to create targeted marketing assets. The content includes curating relevant information from various sources to attract and engage prospects at different stages of the buyer journey. Personalizing marketing using contextual data to move contacts through the funnel from awareness to purchase is also covered.

3. INBOUND
MARKETING:
Your Secrets to
Success.
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot
@searchbrat kflanagan@hubspot.com

4. Kieran Flanagan
@searchbrat
“Highly motivated
marketing geek high
on data crack.”

5. Our Inbound Marketing
Methodology
Source - http://www.hubspot.com/products/inbound-marketing/

6. for how your customers
buy today

7. Have a Need
65% Europeans

8. Research Options
Research
Options

9. Trust
Networks

10. 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

11. Convert

12. Retain Customers
Retain

13. Your consumer has changed,
They are in
control.

14. Don’t Interrupt

15. Be What’s Consumed

16. Inbound Marketing
is the art of
creating persona
driven marketing
across your entire
funnel.
@Searchbrat

17. How You Can be
Successful with
Inbound Marketing.

18. 1
BUYER
PERSONAS
KNOW YOUR
BUYER
PERSONAS11
Buyer
Personas

19. 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

20. 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

21. To create buyer personas
for your company you need
to know

22. Researching Your
Personas:
Know What To Ask.1

23. Persona Profile Checklist

24. Researching Your
Personas:
Know Who To Ask.2

25. Research your
customers

26. Listen on
Social Media
Segment Your Lists

27. Use Lead
Intelligence

28. Form fields
Woah!
Wow!
Cool!
Good to
know! Yes!
Awesome!
Great!

29. Talk to sales The biggest
problem our
prospects
have is…

30. Brainstorm
7 to 10
people
Interview
Prospects
& Customers
Write
Personas
(500 – 700)
Find a Photo
Test
Where do you get that information from? How can you
use that information to create your buyer personas?

31. 3
Create
Marketing
Assets
Create a
Content
Machine23
Create a
Content
Machine

32. @TheSalesLion
Great content is the
best sales tool in
the world.

33. “It’s easy for HubSpot to
talk about content. They
have lot’s of resources.”

34. Close
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
2006 2007 2008 2009 2010 2011 2012
TRAFFIC TO HUBSPOT.COM
We started here

35. 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)

36. Be Scrappy

37. Great content teams suck in
valuable information
Great content teams suck in
valuable information

38. ASSETS MEAN YOU OWN YOUR
MARKETING
Vs
70%
of our blog
leads are from
OLD articles

39. Curated
Short Term
Traffic
Long Term
Traffic
Audience
Quality
Virality
Thought
Leadership
How to
Posts
NewsJacking Lists

40. Curated
Short Term
Traffic
Long Term
Traffic
Audience
Quality
Virality
Thought
Leadership
How to
Posts
NewsJacking Lists

41. Curating
Content

42. Curated
Short Term
Traffic
Long Term
Traffic
Audience
Quality
Virality
Thought
Leadership
How to
Posts
NewsJacking Lists

44. Curated
Short Term
Traffic
Long Term
Traffic
Audience
Quality
Virality
Thought
Leadership
How to
Posts
NewsJacking Lists

46. Teach people how
to do something
Trend for “how
to”

47. Curated
Short Term
Traffic
Long Term
Traffic
Audience
Quality
Virality
Thought
Leadership
How to
Posts
NewsJacking Lists

49. Curated
Short Term
Traffic
Long Term
Traffic
Audience
Quality
Virality
Thought
Leadership
How to
Posts
NewsJacking Lists

52. Awareness
Evaluation
Purchase
What content ideas are a good fit for your buyer
personas in the awareness stage?
What content ideas are a good fit for your buyer
personas in the evaluation stage?
Map those content ideas across your funnel to make
sure you have the right content for each stage.

53. 3
Create
Marketing
Assets
Create a
Content
Machine23
Context to
Personalise
your Funnel4
USING
CONTEXT

54. PERSONALISE YOUR MARKETING
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Enterprise Erin Owner Ollie

55. ATTRACT QUALIFIED VISITS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters

56. CONTEXT TO PERSONALISE
DelightI’m a lead
I’m a new
visitor

57. CONVERTS INTO QUALIFIED LEADS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters

58. CONTEXT TO SEGMENT
Delight
I love this
topic
Easily send follow up
offer to all people who
download this content

59. CLOSES ACTUAL SALES
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters

60. CONTEXT TO SELL MORE
Delight
I am ready
to be
called

61. DELIGHTS YOUR CUSTOMERS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters

62. CONTEXT TO DELIGHT CUSTOMERS
I’m already
a customer

63. THANK
YOU!