Sonya Hansen, Senior Director at SmartAcre, shares her inspirational story about how AlchemyAPI went from 0 to acquired in 6 steps with inbound marketing.
7. Step 1: Align to
company goals
Why do you exist?
What is the end goal?
What value do you provide?
Who are your customers?
What do they want?
8. Get Started with a Focus Canvas
• Timeframe
• Our Meaning Beyond Money
• Why We’re Different
• The Value We Provide
• What We’re Trying to Accomplish
• Who Our Customers Are
• How We’re Helping Them
• What’s Important Now
9. Step 2:
Perform a
marketing audit
What drives people to your company now?
Which tactics are performing best? Worst?
What’s missing completely?
15. Use Marketing Automation to Your Advantage
Tips & Tricks
• Have a plan
• Include your whole company
• Take the time to do training
• Pick one campaign to start
• Learn by doing
16. Step 5: Test
your journey
Connect the dots.
Think like your customer.
Test, test, test.
17. How Inbound Works
Sentiment analysis api
Developer Brandon wants to
understand how consumers feel
about his company. He Googles it.
24. +
Results
• 90% faster go-to-market
• 20% increase organic traffic
• 1 week HubSpot ROI
• 2 week blog migration
• 64 new workflows in 6 months
• 90,000 trial users
• Acquired by IBM in Mar 2015
26. SONYA HANSEN
Follow me on Twitter:
@sonya_hansen
Connect on Linkedin:
https://www.linkedin.com/in/sonyahansen56
Email me:
sonya.hansen56@gmail.com
27. Step 1: Align to your company’s goals
• Moz Blog: How to Align Your Entire Business with Your Marketing Strategy
Step 2: Perform a marketing audit
• Hubspot Blog: How to Run a Simple Audit to Fix the Gaps in your Marketing
• Hubspot Download: The 3 Step Marketing Audit
• Hubspot Template: SWOT Analysis Cheat Sheet
Step 3: Know your buyer
• Hubspot Blog: How to Create Detailed Buyer Personas [Free Template]
• Hubspot Webinar Series: Marketing Personas That Tell a Story
Step 4: Start
• Hubspot Blog: Editorial Calendar Templates
Resources
28. Resources
Step 5: Optimize the journey
• Kissmetrics Blog: How to Optimize your Site for Every Stage of the Buying Cycle
• MarketingLand Blog: How to Optimize your Content for Each Step of the Buyer’s Journey
Step 6: Inspect and adapt
• Marketo: The Definitive Guide to Marketing Metrics and Analytics
• Check out:
• Google Analytics
• Kissmetrics
• Heap Analytics