Presentation given at Østfold University College in 2018.

1. I N B O U N D M A R K E T I N G
AN INTRODUCTION TO

2. M Y G O A L W I T H T H I S P R E S E N T A T I O N :
To give you a basic introduction to WHAT inbound
marketing is

3. WHAT IS INBOUND MARKETING?

4. AS CONSUMERS, WE’RE NOT AS SUSCEPTIBLE TO TRADITIONAL
MARKETING (BY THAT I MEAN ADVERTISING) AS WE ONCE WERE …

5. THIS GUY USED TO
BE IN POWER

6. TODAY, THE BUYER
IS IN POWER

7. • I N C A S E Y O U W O N D E R E D …

10. «You must add value before you extract value.»

11. What should marketers do?
1 . W e m u s t c r e a te a p a th o f v a l u a b l e c o n te n t th a t h e lp s
th e b u y e r m o v e a l o n g th e b u y e r ’ s j o u r n e y .
2 . W e n e e d to o w n th e d i g i ta l c h a n n e l s w h e r e th i s
c o n te n t i s s to r e d .
3 . W e m u s t c r e a te a c o n v e r si o n s tr a te g y th a t ta k e s th e
p r o s p e c t fr o m b e i n g s u p e r fi c i al l y i n te r e s te d to b e c o m i n g
i n c l i n e d to b u y .
4 . W e n e e d to c o l l e c t r e a l ti m e u s e r b e h a v i o r d a ta a n d
u s e i t to c o n n e c ti n g w i th o u r ta r g e t a u d i e n c e i n a
r e l e v a n t a n d ti m e l y m a n n e r .
5 . T o a c c o m p l i s h a l l th i s w e n e e d a C D P a n d to e n s u r e
a l i g n m e n t b e tw e e n m a r k e ti n g a n d s a l e s

12. KPI Criteria CR Target
Measuring
method
Owner
Visitor Has seen a page or a blog post 220 000 Visits Marketing
Lead Has subscribed to blog or downloaded content 1,8 % 5 760
Marketing
Dashboard
Marketing
MQL
Has returned to us. Not disqualified (i.e. student,
competitor or small business)
40 % 2 304
List: New
MQLs
Marketing
SQL Interested in us. Interesting to us. 13 % 304
List: New
SQLs
Marketing
Opportunity
Booked a meeting with decision maker (the right
persona)
40 % 128
CRM View:
New deals
Sales
Offer Sent offer in writing 50 % 67
CRM View:
New offers
Advisor
Customer Made retainer deal 40 % 23
CRM View:
New
customers
Advisor
S A L E S A N D M A R K E T I N G A L I G N M E N T 2 0 1 9
( M A R K E D S P A R T N E R )

16. A RISING STAR

17. A globally adopted marketing strategy
6200 respondents
99 countries
20% have >200 employees
40% have <10 employees
1/3 have marketing budgets > EUR 80 000
43% are in some way affiliated with HubSpot

18. “Proper” inbound?
36% of Nordic CMOs in large
corporations say they have
invested in inbound marketing
and corresponding martech.

19. – H U B S P O T
«Inbound marketing is a holistic, data-driven and content-
centric approach to marketing that attracts individuals to
your brand and converts them into lasting and loyal
customers.»

20. HOLISTIC METHOD FOR DIGITAL MARKETING AND SALES AIMED AT
GENERATING LEADS, NURTURING PROSPECTS AND CLOSING
CUSTOMERS:

21. A M A N T R A I N B U S I N E S S S C H O O L :

22. T H A N K S T O « N E W » A N D S O P H I S T I C A T E D
S O F T W A R E W E C A N M E A S U R E E V E R Y T H I N G :

23. W E C A N E V E N T R A C E E V E R Y L E A D B A C K T O I T S
S O U R C E ( A T T R I B U T I O N )

24. A N D W E C A N « D R I L L » D O W N I N T H E D A T A

25. DATA - DRIVEN MARKETING

27. A D A T A - D R I V E N M E T H O D F O R S A L E S A N D
M A R K E T I N G
• Inbound marketing is 100% measurable on a tactical level
• This allows us to make tactical decisions on a «scientific» basis
• We continually monitor goals and KPIs:
• Search performance and organic visibility
• Traffic (sessions/visits)
• Number of leads and SQLs generated
• Cost per lead (per channel/tactic)
• Cost per sale/customer (ROI)

28. WHAT IS QUALITY CONTENT?
USEFUL & HELPFUL NOT SALESY ENTERTAINING
EASY TO READ AND
DIGEST
NOT BRAGGING
PERSONAL AND
AUTHENTIC
ANSWERING
QUESTIONS
VISUALLY
APPEALING
ADDS VALUE IN
AND OF ITSELF
NEWSWORTHY OR
EVERGREEN
SHOWS THE WAY
ALIGNED WITH
BUYER’S JOURNEY
SHAREABLE
PERSONA-
CENTRIC
INSPIRING

29. PERSONAS

33. – G A R Y V A Y N E R C H U K
«Every company is becoming a media company.»

34. THE HISTORY OF
STORYTELLING

35. T H E I N B O U N D - M E T H O D
( S T E P B Y S T E P )

36. T H E I N B O U N D M A R K E T I N G
M E T H O D O L O G Y

37. S T E P 1
A T T R A C T I N G
S T R A N G E R S T O
Y O U R D I G I T A L
C H A N N E L S

38. – L E E F I T Z G E R A L D , H U B S P O T
«Your blog is the hub of your inbound content marketing
engine. When it motors at full speed, you'll find it carries
your entire inbound strategy.»

39. BLOGGING = TRAFFIC

40. T H E D I F F E R E N C E B E T W E E N B E I N G V I S I B L E A N D
T O T A L L Y I N V I S I B L E I S J U S T O N E P A G E
Page 1 Page 2

41. TECHNOLOGY AND ANALYTICS HELPS US TO MAKE
DATA-DRIVEN DECISIONS WHEN IT COMES TO CONTENT

43. W H A T I S T H E R O I O F B E I N G O N G O O G L E ’ S F I R S T
P A G E ?
3 151
1 328

44. PAID ADS (GOOGLE ADWORDS) CAN BE USED TO
COMPENSATE FOR ORGANIC GROWTH

45. T H O S E W H O S E E K D O F I N D , T H E S A T I S F I E D S H A R E
A N D T H E C U R I O U S D I S C O V E R ( A N D A W A K E ! )

46. E V E N B E T T E R T H A N A « R E T W E E T »

47. 5 STEPS TO ATTRACT VISITORS
1. Decide WHO you want to reach
You will never succeed trying to please everyone.
2. Launch a company blog
Publish content on a regular basis. Answer your audience’s questions, provide solutions to their problems and opportunities and
use their manner of expression and the words they enter into Google.
3. Share your blog articles in social media
In the preferred social networks of your target audiences.
4. Identify where the traffic comes from
and notice what works and not. Google Analytics is free and provides useful data.
5. Be patient
Inbound marketing takes time, perhaps 3-6 months before you see the effect. You can use native advertising and targeted display
ads in social as a gas pedal.

48. STEP 2
CONVERT
VISITORS
INTO LEADS

49. EXAMPLE: MARKEDSPARTNER
«F U N -
B L O G »

50. – S T I G H A M M E R
«Blogging without a good conversion strategy
is like throwing bait in the ocean without
putting it on a hook.»

51. J U S T A S E F F I C I E N T A S C O L L E C T I N G W A T E R W I T H
A S I E V E

52. W H E N W E F I G U R E D I N B O U N D O U T , T H E R E S U L T S
C A M E :
I 2010-2012 jobbet vi ikke
inbound i det hele tatt.
I 2013 og 2014 hadde vi forstått
inbound på et strategisk nivå,
men hadde ikke et optimalt
verktøy, og blogget kun
sporadisk. Skapte likevel gode
resultater.
Fra og med januar 2015 har vi
jobbet optimalt inbound, både
strategisk og taktisk, basert på
markedets beste verktøy. Resultat:
Ekstrem vekst i trafikk og leads.
0
75
150
225
300
0.
1250.
2500.
3750.
5000.
2010 2011 2012 2013 2014 Jan 2015 Feb 2015 Mar 2015
Leads pr måned Besøk pr måned

53. T R I G G E R A N A C T I O N B Y U S I N G C T A S
1
2
3

54. LANDINGSSIDEN GJØR RESTEN
1
2
3
4
5

55. THE THANK YOU - PAGE

56. AND WE HAVE A LEAD

57. A C O N T E N T O F F E R C O U L D B E A N Y T H I N G :

58. T H E M O R E C O N T E N T A S S E T S , T H E M O R E L E A D S :

59. 4 S T E P S T O C O N V E R T I N G V I S I T O R S T O L E A D S
1. Create a piece of premium content for your audience
The content offer could be anything, as long as it’s relevant and provides value to your target audience.
Remember: They pay you with their contact information.
2. Present it in an appealing way by using a CTA
You need to speak to their minds and hearts. People judge a book by its cover!
3. Create a landing page for each content offer
Your CTAs must link to this page. The page has only one goal, to make the visitor fill out the form in order to
receive the content offer.
4. Invest in software that can handle leads
HubSpot is a brilliant solution – and they do also have a freemium version.

60. STEP 3
TURN LEADS
INTO
CUSTOMERS

61. – G L E A N S T E R R E S E A R C H
«50% of potential customers who reach out to you
are qualified, but not ready to make a purchase
decision.»

62. T O M O V E C O N T A C T S F O R W A R D I N T H E I R
B U Y E R ’ S J O U R N E Y , W H A T I S T H E N E X T S T E P
W E W A N T T H E M T O T A K E ?

63. THE CONTACTS IN THE DATABASE ARE TAGGED WITH
THEIR LIFECYCLE STAGE
• Lead
Identified contact. Continue providing quality
content to build profile
• MQL
Not disqualified. Digital behavior indicates
interest. Continue nurturing with more mid-
and bottom funnel content.
• SQL
Interested in us. Interesting to us. Qualified
to be contacted by a sales rep.
• Opportunity
1:1 contact has been established. Can be
transferred to CRM. Needs more information
to make a purchase decision.
• Customer
Keep helping them with valuable content and
excellent customer service, and stimulate to
ambassadorship.
• Ambassador
A customer who is satisfied, who shares our
content and spreads positive WoM.
• Other

64. T H E T H A N K Y O U P A G E – H E R E T H E Y ’ R E A L R E A D Y
P O I N T E D T O T H E N E X T S T E P

65. A U T O M A T E D E M A I L S T R I G G E R E D B Y W O R K F L O W S
W I T H A S P E C I F I C E N D G O A L
Best practice for automated emails to
leads:
1. Add value
2. Add value
3. Soft CTA
4. Hard CTA
5. Goodbye!
When goal is reached, ex. “complete test”,
the person is removed from the workflow
and perhaps enrolled in a new workflow.

67. M O B I L E A N D D E S K T O P N O T I F I C A T I O N S

69. 3 S T E P S T O T U R N L E A D S I N T O C U S T O M E R S
1. Create a lead nurturing workflow for new leads
Use marketing automation to program a series of emails with a clear goal (next step)
2. Keep your leads warm with regular blog posts
Send email notifications to your contacts each time you update the blog. Frequency should be optional:
instant, weekly, monthly
3. Follow up with qualified leads instantly
When a lead has a digital behavior that indicates buying mode, act quickly. Research from MIT reveals that
a response 30 minutes after the initial contact is too late. The odds of winning that deal is 21X greater if you
can reduce response time to a maximum of 5 minutes.

70. STEP 4
TURN
CU STOMERS
INTO
AMBASSADORS

71. «SMART» CTAS

72. S M A R T C T A S I N C R E A S E S C O N V E R S I O N B Y 4 2 %

73. 3 S T E P S T O T U R N C U S T O M E R S I N T O
A M B A S S A D O R S
1. Make sharing your content easy
Include a social sharing feature on all your digital channels. Even emails should have a «tell a friend»-button.
2. Be present and engaged in social media
Say thank you if someone leaves feedback. Reply in a constructive and polite manner if you get critical
questions. Not responding in a timely and polite manner is a huge turn off for your followers.
3. Use smart content
Bu using HubSpot or equivalent software, you can tailor your content to the type of person visiting your
homepage or blog. It increases user experience and the conversion rate.

78. E R L E N D F Ø R S U N D
Thank you for your attention! 