Ian Stanley - How to build the perfect funnel. Digital Future of B2B 2016 - High Tech Campus Eindhoven

1. Ian Stanley | Marketing Director | HubSpot
Personalising Conversions
How to Build the Perfect Funnel

2. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
@meanoiano

3. Blog Subscribers, Followers on
Medium/YouTube/LinkedIn
Downloads, Leads, Social
Shares, Campaign Reach
Customers,
Average Sale
Price
LTV:CAC
Followers & Fans,
Likes & Retweets, Website Visitors
Marketing and Sales
qualified leads
Sales opps,
Opp value,
LET’S TALK ABOUT
GOALS

4. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter

5. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
More Traffic
MARKETING SUCCESS

6. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
More Traffic
MARKETING SUCCESS
More Leads

7. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
More Traffic
MARKETING SUCCESS
More Customers
More Leads

8. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter

9. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Finding Good Quality
Content
PROSPECT SUCCESS

10. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Finding Good Quality Content
PROSPECT SUCCESS
Getting Answers to Questions

11. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Finding Good Quality
Content
PROSPECT SUCCESS
Finding Solutions to Their
Problems
Getting Answers to Questions

12. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Our Prospects Don’t Want
to Feel Like They Are Part of a Crowd

13. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
They Have Different Needs, Face Different
Challenges and Are at Different Stages of the Buying Process.

14. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
• Free Whitepapers’
• Free Guides
• Free Tip-Sheets
• Free eBooks
• Free Checklists
• Free Videos
• Free Kits
AWARENESS
STAGE
• Free Webinars
• Case Studies
• Free Sample
• Product Spec
• Sheets Catalogs
CONSIDERATION
STAGE
• Free Trials
• Demos
• Free Consultations
• Estimates / Quotes
• Coupons
DECISION
STAGE
Build content for each stage of the buying cycle.

15. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
in Context
Putting Content

16. Source: Janrain
to do with their interests
74%of online consumers get
frustrated when website
content appears that has
NOTHING

18. This is Dharmesh

21. This is Brian

23. CONTEXT IS PERSONAL,
NOT ONE SIZE FITS ALL.

24. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Marketing Funnel
Adding Context to Your

25. Gathering
Information
Personalising the Experience
Using Context to Drive Revenue
2
3
4
Adding Context to Your Marketing Funnel
Know your target audience1

26. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Getting to know
your target audience1

27. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
What did the last person who bought your product/service look like?
Semi- fictional representations of your ideal customer based
on real data and some select educated speculation about customer
demographics, behaviour patterns, motivations, and goals.
Getting to know your target audience

28. #GrowWithHubSpot
Profile:
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing team (1-5 people)
• BComm (BU), MBA (Babson)
• 42, Married, 2 Kids (10 and 6)
Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges:
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
Mary loves HubSpot because:
• Easy to use tools that make her life easier
• Learn inbound marketing best practices
• Easier reporting to sales and CEO
Marketing Mary
Getting to know your target audience

29. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Gather
information2

30. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Gather Information

31. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Gather Information

32. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Gather Information

33. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Gather Information

34. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Gather Information

35. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
What challenge they’re
trying to overcome.
Who they are, and how
we can get in touch.
Who they work with and the
profile of the company.
Which department they work
with and at what level.
Gather Information

36. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
What challenge they’re
trying to overcome.
Who they are, and how
we can get in touch.
Who they work with and the
profile of the company.
Which department they work
with and at what level.
Gather Information

37. Form Submissions
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Gather Information

38. Interactions
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Form Submissions
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Gather Information

39. Build a 360° view of every contact
Interactions
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Form Submissions
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Gather Information

40. Build a 360° view of every contact
Who they are
Interactions
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Form Submissions
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Gather Information

41. Build a 360° view of every contact
Who they are
What they are interested in
Interactions
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Form Submissions
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Gather Information

42. Personalise the experience
across every interaction3

44. Personalise the experience - Blog
Mary (Stranger)

45. Mary (Stranger) Mary (Lead)
Personalise the experience - Blog

46. Mary (Stranger) Mary (Lead) Mary (Customer)
Personalise the experience - Blog

47. Marketing Mary
Personalise the experience - Segmentation

48. I love this
topic
Personalise the experience - Email Marketing

49. This is
interesting
Personalise the experience - Landing Pages

50. I love this
content!
Personalise the experience - Lead Nurturing

51. This
company
cares
Personalise the experience - Social Media

52. Integrated Systems are required
to make context marketing possible.

53. Audience
Visitor Prospect Lead MQL Opportunity Customer
Context marketing produces strong
conversion rates across the funnel.
Integrated Systems

54. Corporate Cathy
Marketing Mary
Owner Ollie
BuyerPersona
Lifecycle Stage
Visitor Prospect Lead MQL Opportunity Customer
Visitor Prospect Lead MQL Opportunity Customer
Visitor Prospect Lead MQL Opportunity Customer
Integrated Systems

55. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Using Context to
Drive Revenue4

56. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Increase in monthly traffic
Increase in monthly leads

57. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Increase in monthly traffic
Increase in monthly leads
Increase in revenue

58. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Complete visibility into
interaction with our marketing
& sales material.
Using Context to Drive Revenue

59. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Notifications of key activities.
Direct to the sales team’s inbox.
Using Context to Drive Revenue

60. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Monitor and engage with
prospects on social media.
Using Context to Drive Revenue

61. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Complete visibility into which channels
are producing customers, helping us
make more informed investments.
Using Context to Drive Revenue

62. Ian Stanley | Marketing Director @ HubSpot | @meanoiano on Twitter
Using Context to Drive Revenue

63. Stop speaking to our audience like
they are part of the crowd.

64. Start building
a personalised funnel.

65. KEYTAKEAWAYS
3
Personalise
the experience
4
Use context to
Drive Revenue
1
Get to know
your audience
2
Gather
Information

66. Ian Stanley | Demand Generation Manager @ HubSpot | @meanoiano on Twitter
QUESTIONS?

67. THANK YOU.Ian Stanley
Marketing Director @ HubSpot
@meanoiano on Twitter