The document is an inbound marketing workshop presentation by Elyse Meyer of Prism Global Marketing Solutions. The presentation covers what inbound marketing is, how to plan an inbound strategy, expected results and ROI, and includes tips on developing content, optimizing websites, blogging, social media, email marketing, and analyzing data. Key points discussed are developing content to attract and nurture leads, understanding buyers to personalize marketing, optimizing websites and content for search, and implementing inbound marketing techniques like blogging, social media, and email to generate qualified leads at a lower cost than traditional marketing. Sample results are provided from implementing inbound marketing including increased traffic, leads, and conversions.

1. Inbound Marketing Workshop for
Think Global Institute
January 2015
Elyse Meyer, Founder
Prism Global Marketing Solutions

2. #inbound12
ELYSE
MEYER
Certified in Inbound
Marketing, HubSpot &
Website Design
Background in higher
education, SaaS, medical,
technology and professional
services
@elyseflynnmeyer
@PrismGlobalMKTG

3. 1
Inbound Marketing for
Startup to Growth
Companies

4. What is inbound marketing?

5. The way we live has changed.

6. 86%
skip TV ads
91%
unsubscribe
from email
200M
on the
Do Not Call list
44%
of direct mail is
never opened
BROKEN.
THE OLD
MARKETING PLAYBOOK
IS

7. Understand Your
Buyers:
• Personalize your
marketing
• Identify buyer needs
• Understand what
content pulls leads
through sales funnel
Inbound updates the playbook based
on the way people buy today.
Get Found Online:
• Website pages
• Blog articles
• Social media messages
• All optimized to drive
qualified leads to your
site.

8. Inbound Marketing Funnel

9. Create and share optimized
content to attract quality
inbound visitors to your
website.
Gate marketing assets
behind a landing page
form to generate leads.
Nurture them with
personalized, multi-
channel marketing
automation.
Leads
Visitors
Customers
Create Content to Generate Inbound Leads
Attract more qualified, inbound visitors to your site, convert them into leads, and nurture them with
personalized content into paying customers.

10. Inbound Marketing Cycle
Develop
Content &
Offers
Optimize
Content
Promote On
Your Blog
Promote Via
Social Media
Nurture Your
Leads
Analyze the
Data

11. Adapt Your Marketing to Your Visitors
Plug your content into your contacts database to personalize your marketing based on who your leads are
and where they are in your sales funnel.
Visitor B: Warm Lead
Goal: Nurture for Sales
CTAs: How-to Guides, Whitepapers, ebooks
Personalized Emails: Top-of-Funnel Offers
Workflow: Generate new leads
List: Cold Leads
Number of Conversions = 3
Lifecycle Stage = Marketing Qualified
Requested Consultation? = No
Viewed Pricing Page? = Yes
CTAs: Request a Consultation, Schedule a Demo
Personalized Emails: Middle-of-Funnel Offers
Workflow: Warm up existing leads
List: Warm Leads
Context
Visitor A: New Prospect
Goal: Convert to a Lead
Number of Conversions = 0
Lifecycle Stage = Subscriber
Requested Consultation? = No
Viewed Pricing Page? = No
Context
Marketing to a New Prospect VS. Warm Lead

12. Empower Your Sales Team
Pass valuable lead intelligence to your sales team for faster follow-ups, better connects, and warmer leads.
360° View of Your Leads
What companies are
visiting our site?
What pages have they
viewed?
What have they
converted on?
How engaged are
they?
When are they on
our site?
What emails have
they opened?
Who are they on
social media?
What is their lead
score?

13. 2 The Stats Behind Inbound

14. The Data & Facts
.
• 87% of buyers say online content has a major
impact on vendor preference
• 57% of companies have acquired a customer
through their blog
• 81% of Small and Medium-Sized Businesses
Use Social Media to sell
• 65% of companies have acquired a customer
from LinkedIn
Content!

15. Inbound Leads Convert Better
Other Leads
Inbound Leads
Lead to Customer Conversion Rate for Leads Sent to Sales Team
3x

16. Inbound Leads are 61% Lower Cost
$135
cost per
Inbound
lead
$346
cost per
advertising /
cold calling
lead

17. Stats Show Blogging Works
Increase
in Web
Traffic
55% 79%
Increase in
Twitter
Followers
Generate
Revenue from
Blogging
57%

18. 3 How to Plan Your Inbound
Strategy

19. INTEGRATED INBOUND MARKETING
CAMPAIGNS.
Analyze
Offer
Call to
Action
+
Landing
Page
Email
Blog
Social
Media

20. How can you implement inbound?
Search Optimized &
Responsive Website
Lead Capture Forms
& Landing Pages
Social Media Marketing
& Monitoring
Blogging
Email Marketing &
Marketing Automation
Marketing Analytics

21. Inbound Marketing Success:
Management Consulting Company
• Global human capital consulting &
performance assessment tools
• Offices in Phoenix, Dallas, NYC & London
• Re-branded and re-launched in May 2013
Primary Goals:
• Build web presence & brand awareness
• Increase website traffic
• Encourage inbound leads and conversion
through inbound marketing

22. SEO & Responsive Design
• Ensure your online assets are responsive
including website, subdomains & emails
• Devise search engine optimization
strategy:
• On-page SEO
• Page Title
• Meta Description
• Content
• Header/Subheader
• Images
• Off-page SEO
• Blogging
• Landing Pages
• Social Media
• Stay up-to-date with the SEO changes
RESULT:
48% increase in total
website traffic month
over month

23. Workshop:
How do you pick the right keywords?
• Do you know how people find your website?
• What keywords do you want people to associate with your
business and your brand?
• What is a long-tail keyword versus a short (broad) keyword?
• Understand what your competitors rank for online
10 Minutes:
• Pick 10 – 15 long-tail keywords that you want people to
search for online and find your business as one of the top 5
sites in the Google search

24. Blogging
• Minimum of 1 blog per week
• Pick a blog series to help organize ideas
• Feature guest bloggers and team
members
• Ensure 5-10 keywords on each post
• Include calls-to-action and links
throughout
RESULTS:
• 61% of website traffic
• 82% of inbound leads

25. Workshop: Pick 5 – 10 Blog Topics
• Answer questions that you hear every day – just in writing
• Break down premium level content into individual blogs for lead
generation
• 1 post each month can be related to PR/upcoming events, etc.
10 Minutes:
• Pick 5 – 10 topics to write about for the next month in your blog
• Relate those topics back to the keywords you defined earlier

26. Premium Marketing Assets
• Whitepapers
• Case Studies
• Free Tools
• Podcast / Videos
• Photos / Images
• Presentations

27. Lead Capture Form & Landing Pages
• Ensure appropriate content is behind a
landing page with a form
• Develop at least 1 offer per month
• All offers include:
• Call-to-action
• Landing page
• Offer page
• Follow up email
• Utilize progressive profiling
• Promote your new offers to leads &
customers
• Maximize the reach of your offer on social
media
RESULTS:
• Average 52% conversion
• 902 B2B leads
generated in 4 months

28. Workshop: Content Review
• What are the key pieces of information you want to have
about a contact before you contact them?
• What type of content do you already have across all of your
channels?
• Whitepapers/Ebooks
• Case Studies
• Blogs
• Guest Blogs
• Videos
5 Minutes:
• Make a list of where your content is current living
• Jot down 5 – 8 pieces of contact information that you would
like to have on all of your leads before they enter the funnel

29. Email Marketing & Automation
• Promote offers & increase awareness
• Include appropriate offers on each email
campaign to increase lead reengagement
efforts
• Send at least 1 email per month to each of your
target markets (buyer personas)
• Increase marketing automation efforts based
on insights, web traffic, social conversations
RESULTS:
Average 31% lead
reengagement rates on
email campaigns

30. Social Media Marketing & Monitoring
• Develop social media channels (just those that
make sense):
• LinkedIn company page
• Facebook page
• Twitter
• Google+
• LinkedIn group
• Pinterest
• Instagram
• YouTube
• Determine appropriate frequency
• B2B audience benefit from LinkedIn sharing
• Post 70% external; 30% brand
• Monitor relevant conversations
RESULT:
Average 169% growth in
social media traffic
month over month

31. Analyze, Analyze, Analyze
• Track weekly analytics
• Define where traffic is coming from
• Understand where leads and
customers are generated
• See which pages generate the most
traffic and leads
• Identify which social media posts
and channels are most beneficial
• Optimize your marketing efforts

32. What should you track?
• Overall traffic to website
• Organic traffic to website
• Social media traffic to website
• Referral link traffic to website
• Email marketing traffic to website
• Time of visitors on website
• Bounce rate on website
• Social media engagement on all
channels
• Number of leads per month
• Conversion rate on landing pages
• Number of blog subscribers
• Email open rate
• Email click rate
• Competitor report

33. What Tools Can You Use?
Free Tools*
• MailChimp
• Hootsuite
• Wordpress
• Google Analytics
• Google Webmaster
*These tools all have paid
versions as well.
Paid Tools – All in One
• HubSpot
• Marketo
• Eloqua
• Infusionsoft

34. 4 Expected Results & ROI

35. Analyze Your Marketing ROI
Understand which of your marketing activities are driving the best visitors, leads, and customers to your
business.
Customers
• Keyword Rankings
• Page Views
• Blog Visits & Readership
• Competitive Analysis
• Social Media Reach
• Social Media Message
Analytics
• Highest lead generating
channels for
• Landing Pages
• Email
• Blogs
• Site Pages
• Contacts database size
• Number of sales qualified
leads
• Blog subscribers
Visitors Leads
• Sources ROI
• Number of customers
• Lifecycle summary

36. See early results grow over time
0
5
10
15
20
25
30
35
6 months 9 months 1 year 1.25 years 1.5 years 1.75 years 2 years
2.37x
6.12x
32.94x
13.75x
Months after implementing HubSpot software + inbound marketing services

37. Inbound Marketing Funnel

38. 10 Steps to Evaluate Your
Inbound Strategy
1. Analyze your website design & navigation
2. Optimize your website content for search
3. Start a blog or update your blog at least twice per week
4. Develop offers for your website visitors including calls-to-
action and thank you pages with secondary offers
5. Evaluate your social media strategy
6. Determine how frequently and what types of content you
are posting on social
7. Engage & interact with your followers on social media
8. Monitor social media mentions and influencers
9. Nurture your leads with email marketing
10. Analyze your data and make recommended changes

39. QUESTIONS?

40. THANK YOU
Elyse Meyer
Prism Global Marketing Solutions
elyse.meyer@prismglobalmarketing.com
480-720-8552