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Before We Get Started
• Interact with the presenters anytime – ask questions!
• Type into the “Ask a Question” text area – click submit.
• You will be provided with a recording of today’s presentation
soon after this live webinar.
• You can use #ActOnSW when tweeting about this webcast.
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The rise of Content Marketing
70% of buyers view 4 or more
pieces of content when
considering/making a purchase
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The rise of Content Marketing
Content Marketing costs
62% less than
traditional marketing
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The Volume of Content is Overwhelming
• More than 30 billion pieces of content are shared on
Facebook every month.
• Twitter sends 535,521 tweets in a minute
• In 1 second, 2,379,724 Emails are being sent
https://books.google.co.in/books?id=bz08DhXc4u0C&pg
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The Essence of Great Inbound Marketing
Create great content to match your audience’s searches
Get found more by optimizing your site for search
Use the same keywords in content, search, and PPC marketing
Track your paid search & SEO campaigns to leads and revenue
Connect Inbound, Outbound and Nurturing
efforts in one platform
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Channels for Inbound
• Blogging
• Whitepapers and E-Books
• SEO
• Webcasts
• Social media
• Landing Pages
• Video
• Press and News
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Some Inbound Marketing Ideas
• Interviewing Executives or Experts
• Guest articles
• LinkedIn Group Participation or
Creation
• Customer Survey
• Share Presentations
• Build a Knowledge Base
• Share reports, charts, white papers
in social media
• Create an Infographic
• Create a Newsletter Sign-up
• Blog Post
• Webinar
• How to Videos
• Publish an eBook
• Frequently Asked Questions
• Podcasts
• Video Testimonials from Customers
• Host a Meetup
• Accept Guest Blog Posts
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INBOUND MARKETING
Mostly digital channels and therefore measurable
results. But not necessarily REVENUE
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Attribution
• We listed Website, Social Media, Blog, Webinars, etc.
• Something is missing…
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Attribution
• We listed Website, Social Media, Blog, Webinars, etc.
• Something is missing…
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STAGES
CAPTURE NURTURE CONVERT EXPAND
How Do I Start?SYSTEMS
ACQUISITION
PROGRAMS
NURTURING
PROGRAMS
MARKETING TO
SALES HANDOFF
CUSTOMER
SUCCESS
PROGRAMS
Social
Webinars
Whitepapers
ACTIVITIES
Implementation
Training
Usage
ATTRACT
FORMS &
LANDING PAGES
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What Comprises Marketing Automation?
Customers
EMAIL
NURTURING
WEB
FORMS
SOCIAL
PROSPECT
SOCIAL
PUBLISH
ACTIVITY
SCORING
LEAD
SCORING
LANDING
PAGES
WEBINARS REPORTING
SEGMENT
ATION
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Linking Inbound Marketing to Revenue
• Measure each inbound tactic individually and in
aggregate
– This provides a benchmark for inbound marketing
optimization
– Analyse blog post titles and shares
– Analyse downloads from different types of assets
• Then measure inbound impact on revenue as a tactic
– Did new customers get touched by inbound tactics
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Don’t Just Focus on Revenue
• Consider inbound marketing as a perpetual
marketing tool
• Once you know what bait to use, inbound gains
economies on effectiveness.
• Over time, the return on investment gets better
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Key Takeaways
• Use content marketing to target specific prospects
• There are dozens of ways to measure the
effectiveness of inbound marketing – including
revenue
• Marketing Automation offers a means of attributing
inbound touch points prior to the sale.
