This document discusses inbound marketing and HubSpot. It begins with an introduction to inbound marketing as a strategy driven by how consumers have changed to be more informed online. It explains how inbound focuses on thought leadership through content rather than interruptive tactics. The document then introduces HubSpot as an inbound marketing platform that integrates marketing, sales, and CRM tools. It outlines how to get started with inbound marketing, including developing buyer personas, attracting visitors with content across channels, converting leads, and helping sales close deals with marketing support.

1. www.digital22.com
Inbound Marketing
and HubSpot

2. A quick intro...
● My name is Rikki Lear
● I am a Director at Digital 22
● Been working in digital marketing for 10 years
● Digital 22 is an inbound marketing agency and a HubSpot Platinum Partner

3. Agenda
● What is inbound marketing?
● Where does HubSpot come in?
● How to get started
○ Strategy
○ Tactics

4. www.digital22.com
What is inbound?

5. Consumers have changed...
The internet has changed the customer buying
journey by putting the power in their hands.
The customer is now more empowered and isn't as
persuaded by interruptive marketing tactics.

6. Consumers have changed (the stats)...
44% of direct mail is never opened86% skip TV commercials
200 million say “Do Not Call” 2 million PAY to skip ads
89% of all ads are ignored, and only 3% are liked

7. How has that impacted marketing?
PRE-INTERNET.
● Buyer: Relatively uninformed
● Buyer Journey: Linear
● Marketing Playbook: Interrupt (cold calls & advertising)
TODAY.
● Buyer: Well-informed
● Buyer Journey: Fluid and random. Starts with Google
● Marketing Playbook: Thought leadership through content
creation

8. How has that impacted marketing?(An example)

9. Transform your marketing...
● 61% of people research products and
services online
● 46% of people read blogs more than once a
day
● Today, 57% of the sales cycle is complete
before a prospect reaches out to a sales
rep
● That’s why inbound leads have a close rate
of 14.6% while outbound leads have a
close rate of 1.7%

10. The solution? The inbound methodology

11. Does it work?
Does it work?

12. Big budget or small,
everyone gets big
returns from inbound

13. Inbound is the dominant marketing strategy for companies
with fewer than 200 people...
Which channel
has the higher
return

14. www.digital22.com
HubSpot?

15. Traditional marketing automation software
doesn’t address your whole marketing funnel.

16. It only serves specific
parts of the funnel...
Strangers
Visitors
Leads
Customers
Traditional email marketing / marketing
automation tools (like Eloqua or MailChimp)

18. HubSpot -
reporting and
analytics
● Closed loop reporting
● See a contacts every interaction with your
marketing
● Provide them with personalised content based
on these interactions
● Compare channels by traffic, leads and
customers - right down to the people
● Prove your marketing ROI (from the earliest
touchpoint)

19. The HubSpot Growth Stack
HubSpot
Marketing
HubSpot
Sales
HubSpot
CRM
BRING YOUR TEAM, TOOLS,
AND DATA TOGETHER, ALL IN
ONE PLACE.
HubSpot Marketing is everything
you need to increase traffic,
convert leads, and prove ROI –
backed by a team that helps you
grow.
SELL IN AN EFFICIENT,
MODERN, HUMAN-FRIENDLY
WAY.
HubSpot Sales brings useful
information about the contacts
and companies you interact with
right to your inbox. Time saving
productivity tools help you sell in
an efficient, modern way.
THE-EASY-TO USE FREE CRM
SYSTEM YOUR SALES TEAM
WILL LOVE.
Say goodbye to manual tasks and
confusing features. HubSpot
CRM is a real, free CRM system
that organizes every detail about
your contacts and customers in a
single place.

20. www.digital22.com
How to get started

21. All starts with marketing to sales funnel
Visitors Contacts Leads Proposals Customers

23. Building the funnel
● Company growth goal is £2m
● Want to achieve this in 3 years
● Lifetime value of customer is £18.5k
● Therefore we need 108 customers
● Equals 3 customers per month
● Work back up to proposals, leads, contacts, visitors
● Will be very different for every business
● Now you have to figure out how to achieve each segment of the funnel...
Visitors
Contacts
Leads
Proposals
Customers
6340
190
31
3%
143
75%
93
65%
32%

24. Buyer personas
● It will help will all the elements to come
● Improves understanding of your market
● Focus your content to the right audience
● What to include...

25. 3%30%67%

26. www.digital22.com
Tactics

28. Traffic to reality
(Attract)
First task:
● Keyword research
Four key ways:
● SEO
● Blogging
● Social
● Paid

29. Content
Awareness Consideration Decision
Blogs
eBooks
White papers
Research reports
Podcasts
Lists
How to’s
News
Comparison guides
Video
FAQs
Q&A
Interviews
Pros and Cons
Case studies
Trials
Demos
Product / service literature
Vendor comparisons
Benchmarks
Reviews
Testimonials

30. Getting the leads (convert)

31. Marketing can help sales
(close)
● Qualifying via marketing
○ Not wasting sales time
● Marketing CRM
○ Providing data to sales
○ Context
● Automation / lead nurturing

32. Thank you...
● Any questions?
● Download the inbound strategy starter pack
○ Marketing to sales funnel
○ Persona worksheet
○ Buyer's journey template
○ Workflow planner
● https://www.digital22.com/inbound-starter-pack