An insight into Inbound Marketing; why you need it and how you can go about it. Find out if you business is ready for a rewarding inbound marketing journey.

2. The Inbound
Journey
for a CEO
SUMA E P
@sumaep

3. ➔ Hubspot, marketing automation products co.
◆ Inbound is about creating and sharing content
with the world.
◆ By creating content specifically designed to
appeal to your dream customers, inbound
attracts qualified prospects to your business and
keeps them coming back for more.
◆ Inbound: Outbound preference is 3:1*
State of Inbound 2015
Define Inbound

4. Different from Outbound
via Mashable

5. ➔ We have a website but I am not sure how reflective
it is of our business.
➔ We have an updated website. What should we do
now?
➔ We have an SEO agency. We now need social.
➔ Does blogging still work?
➔ I don’t open emailers I get. So I don’t think it works.
➔ Adwords work for me. Why put money elsewhere?
Common Inbound Qs

6. ➔ Instead of starting with worrying about the hows,
you need to get the Why right.
◆ Not enough traffic on website; run ads, run social.
◆ You get lots of traffic on your website. :)
◆ But the bounce rate is 90% :(
◆ Irrelevant traffic?
➔ Why do you need the traffic?
Why do it?

7. ➔ For B2B Marketers, website traffic is the most
often used metric.
➔ But the most important metrics are
◆ Sales lead quality (87%)
◆ Sales (84%)
◆ Higher conversion rates (82%)
*2016 B2B Content Marketing Benchmarks, CMI
B2B Benchmarks Say

8. Pitch
Goal
Promotion
06
Measurement
Prospect
The Usual Path

9. 02 03
Pitch
04
Goal
05
Promotion
06
MeasurementStage in Buying
Cycle
01
Persona
Prospect
The Path to Take

10. ➔ Who is your ideal target customer?
➔ Industry, size of company, geography
➔ Does she visit your site? Or does she ask her
assistant?
➔ Designation, Interests, Influencers? Places?
➔ How does she access info? What time works best?
➔ What are her challenges? Aspirations?
➔ What does success mean to her?
...and so on.
Persona

11. ➔ You could have 4-5 different personas
◆ You sell Drupal to Media Companies & Not for Profits
● Media site owner (goals: traffic, engagement,
ads)
● Not for profit site manager (goals: funding)
➔ Do the exercise with sales & marketing teams
➔ So everyone understands the personas very well
ACTION POINT: http://makemypersona.com
Building Personas

13. ➔ Do they want Drupal? Or is it one of the options?
➔ How much do they know about Drupal?
➔ Are they ready to buy? Are they exploring?
➔ Are they comparing agencies?
AWARENESS | CONSIDERATION | DECISION
➔ Where do you want to address them? For each
service?
Stage in Buying Cycle

14. BUYER
STAGES
Awareness Consideration Decision
User
Behavior
Have realized and
expressed symptoms
of a potential problem
or opportunity
Have clearly defined and
given a name to their
problem or opportunity
Have defined their
solution
strategy, method, or
approach
Content
Types
Analyst reports
Research reports
eGuides & eBooks
Editorial content
Expert content
White papers
Educational content
Comparison white papers
Expert Guides
Live interactions
Webcast/podcast/video
Vendor comparisons
Product comparisons
Case Studies
Trial Download
Product Literature
Live Demo
via HubSpot

15. ➔ What’s your USP? The reasons why a prospect
should choose you over others.
➔ Marry the pitch to the prospect’s info need, to
create stories from within
➔ Blogs, case studies, white papers, videos,
infographics, podcasts, webinars
Pitch

16. ➔ What’s your voice?
➔ Differentiator (Certified engineers?
Contributions? Clients? Others?)
➔ Your culture (For hiring. Or a prospect could look
beyond tech skills)
➔ You have 30 seconds to 3 minutes to grab
attention. Does all this come out on your website
clearly?
Your Pitch

17. ➔ Once you start building your stories, you want
them to yield results. And so you need goals.
◆ Traffic, bounce rate, session time
◆ Comparison with competition
◆ Social reach and engagement
◆ User signups, if you are building a community
◆ Email open rates, CTRs
◆ Ad conversions
◆ Leads: MQLs
Goals
Goals

18. What should be our
goals?

19. ➔ To set the right expectations from your Inbound
marketing efforts
● Enough
relevant
content
● SEO hygiene
● A good user
experience
● Social updates
● Email strategy
● Experiment
with advertising
● Analytics
● CRM readiness
● Accelerate on all
fronts that work
● Marketing
automation
● Keep measuring
● Agility to
accommodate
changes in biz
Maturity Level
Kickstarter Accelerator Jetsetter

20. ➔ You have content that will work for the audience.
➔ Choose channels and see what works for a period
◆ If social, which channels
◆ Email
◆ Advertising
◆ Guest posts
◆ Posting in communities
➔ Choose places where your Persona is. Hang out
there in a responsible, useful manner. Takes time.
Promotion

21. Medium businesses, Business & Industrial Segment, US
via ThinkwithGoogle
Customer Journey to Purchase

22. ➔ This is a marathon, and should not be seen as a
sprint
➔ While you may map a result like a lead to a specific
ad, or a download, it doesn’t necessarily mean that
it’s that specific thing that worked.
Ongoing. Integrated

23. ➔ Measure everything
➔ Alexa rankings
➔ Website: Google Analytics, SumoMe, LeadIn
➔ Social analytics
➔ SEO: Moz, Rankwatch, Ahrefs, etc
➔ Email analytics
➔ Ads
➔ Automation: Hubspot, Act-On, SharpSpring
➔ Test: A/B test content, design, campaigns
Measurement

24. ➔ Open rates and click rates
➔ Delivery rates
➔ Segmentation on the basis of personas
Email Analytics

25. Website User Journey

26. Conversion Journey

27. Social Analytics

28. ➔ Email subject lines
➔ Website design and content
➔ Ad copies
➔ Keywords
A/B Testing

29. ➔ Drupal SEO modules: All in one SEO, Yoast
➔ Ranking
➔ Social Media
➔ Content
➔ Marketing Automation
http://trackmaven.com/blog/2015/05/the-biggest-list-of-marketing-tools/
Tools
Tools

30. ROI
➔ Cost per lead: Costs incurred at every step:
Resources, Tools, Advertising, etc. Map it to leads
generated.
➔ Cost of not doing this: Focus on increasing organic
traffic is low. Focus on ads will be high.
Competition rises, so will Adwords cost.
➔ Lifetime value of the content you create and
promote: 2 years is the lifespan of a post*
IZEA & Halverson Group
ROI

31. Persona Map if your website has relevant info for the Persona
Buying stage What’s the buying stage being addressed at your
website?
All analytics Get a full analysis of what’s happening on the website,
social channels, email. Performance over time.
Keyword
strategy
Do you have any? Does it map to the Persona’s search
behavior?
Pitch Is your pitch being conveyed well?
Start with an Audit

32. ➔ Compare rankings of your website and competitors
➔ Are SEO best practices being followed or not?
◆ Number and types of errors
◆ Keywords being used
◆ Page titles, meta description are unique/duplicate
◆ Alt-text for images
◆ Page load time
◆ Mobile performance
◆ Number and types of backlinks
◆ Page naming being followed or not as per keywords
SEO Audit

33. ➔ The audit tells you where you stand.
➔ Identify the areas that need immediate work
➔ Assign work
➔ Put measures in place
➔ Track every two weeks
Next Steps

34. sumaep@niswey.com
Questions
SUMA E P
@sumaep
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