Taking you through the key steps for successful inbound marketing campaigns and tactics, as presented by Felicity McCarthy, Spark Digital, at 3XE Digital Conference, Oct 2015
3. Is Inbound right for me?
Explore
need
Identify
need
Evaluate
options
Address
concerns
Make the
purchase
Evaluate
How long is your sales
cycle?
How many touchpoints do
you have with prospects on
that cycle?
Could you/should you have
more digital touchpoints?
6. Buyer Personas
Who are your key decision
makers?
• Age & Gender
• Interests
• Role & Education
• Industry
• Pain Points
• Proposition
• Motivations
IT
Manager
Business
Owner
Buyer/Pla
nner
Marketing
Manager
Finance
Manager
Car Buyer
Home
Buyer
Facilities
Manager
Constructi
on
Engineer
8. Map your customer journey
Reach
• prospects
• customers
Act
• achieve
interaction
Convert
• to lead
• to sale
Engage
• through
time
Ref: SmartInsights by Dave Chaffey
20. Capture leads & score them
• Collect essential data only
• Track the source
• Score based on source:
• Download report
• Webinar
• Live demo
• Free Trial
• Free phone
consultation
22. Nurture Leads
• Be systematic
• Track every contact
• Respond to every lead
• Stay in touch
• Learn and iterate
79% of marketing leads never convert into sales, due to lack
of lead nurturing. (MarketingSherpa)
23. Close the deal
Marketing & Sales collaborate
on sales execution, using:
• Lead sources
• Lead scoring
• Lead qualification
• Close the sale
Closing
Qualify
Score
Source
24. Measure - KPIs
REACH ACT CONVERT ENGAGE
Unique users Site Traffic Unique visitors Repeat visits
Audience size Time on site Registrations/a
ttendees
Time on site
Reach of
ads/content
Pages per visit Scored leads Social
Engagement
Bounce Rate
28. Goals:
Transition from data marketplace to cloud
based big data business
Method:
Focus on customers, map customer intent
through the funnel.
Develop funnel with high quality content –
reports, webinars & online workshops
Results:
Grew database 94% in year of test
Grew run rate of lead gen by 358% in 1 year.
Example: Infochimps