Jen Spencer is an inbound marketing evangelist who gave a presentation on evangelizing an inbound culture. She discussed creating buyer personas to understand customers, developing content to guide them through the awareness, consideration, and decision stages. Spencer emphasized testing strategies, tracking results, and getting the whole company involved to successfully adopt an inbound approach.
2. Hey! It’s nice to meet you. I’m Jen.
Some Fun Facts
• VP of Sales and Marketing
• Inbound Marketing Evangelist
• Former High School Teacher
• Mom of Twin Teenagers
• Lover of Animals, Technology,
the Arts, and Scotch (only the
good stuff)
@jenspencerhttps://www.allbound.com/HUG17
5. Once upon
a time …
Very Little Money
Laggard Playground
Creating a New Category
@jenspencer | #HUG17
6. Meet My Best Friends
Abby
Partner Program
Manager
Mike
Partner Marketing
Manager
Sean
VP of Sales
@jenspencer | #HUG17
Carlos
CXO
7. Create the right content.
Identify where our ideal
customers spend time on
the Internet — so we can be
there too.
Guide product & service
development.
Buyer personas help us …
@jenspencer | #HUG17
8. What
motivates
them?
What are their
priorities?
How do they
determine
success?
What are their
perceived
barriers?
Where do they
search for
solutions?
Who influences
their decisions?
@jenspencer | #HUG17
Questions to ask about buyer personas
12. Tips for generating
content
• Take an “all hands on deck” approach
• Consume and review
• Freelance and modify
• Partner with an inbound agency
• Get creative!
@jenspencer | #HUG17
13. Develop a company-wide cadence
Blog published and
shared via
company social
accounts.
Social messages
with relevant
hashtags are
shared with the
entire team.
Two Weeks Later:
Blog author partial
publishes blog on
LinkedIn with a link
to the blog.
One Week Later:
Blog author shares
blog on other
external sites like
Inbound.org &
Quora.
Two Weeks Later:
Blog author
submits entire blog
as a draft to the
Allbound
publication on
Medium.
Community
Manager publishes
article via
Allbound's Medium
publication.
@jenspencer | #HUG17
27. Your
technology
stack
should …
Enable visibility into
your current and
future customers, the
purchase journey they
go through and the
delivery of your
content at the right
place and time.
@jenspencer | #HUG17
35. Thank You.
Email me at
jspencer@allbound.com
Tweet with me at @jenspencer
Connect with me on LinkedIn at
linkedin.com/in/jenspencer
Slides available at
https://www.allbound.com/HUG17