5. When Marketers say “campaign” they usually mean one
of a few things...
• An automated drip email campaign.
• An ad campaign, like a print ad, commercial, etc.
• A Salesforce campaign (a list of people.)
7. What we actually mean..
A strategy that aligns a set of assets and
marketing channels around a prospect or event
in order to achieve a particular goal.
9. What makes an inbound
campaign different?
• Starts with the customer in mind.
• Uses integrated, multi-channel tools
for multiple touch-points that connect
all your efforts.
• Results based on leads / customers –
NOT just clicks.
10. What are examples of inbound
campaigns?
• New product launch.
• Conference or event.
• An offer, ebook, or webinar.
15. Semi- fictional representations of your ideal
customer based on real data and some select
educated speculation about customer
demographics, behavior patterns, motivations,
What is a Buyer Persona?
17. MARKETING MARY
• 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
Loves HubSpot because:
• Easy to use tools that make her life
easier
• Learn inbound marketing best practices
• Easier reporting to sales and CEO
30. • Your website as a digital
collage or mix tape.
• Express yourself through
sharing fresh content
with your followers
Other People’s Content
31. Where to source?
• Goodreads - Quotations
• LinkedIn Pulse - Aggregator
• Flipboard - Aggregator
• Alltop.com – Trending content
• Feedly.com – Your own library
Other People’s Content
32. Industry specific sites networking
• Avvo for lawyers
• Dribble for designers
• The Engineering Exchange for
Engineers
• CIOzone for CIOs
• Quora is our favorite catch-all
• Get to Wikipedia for a list of all of
them
Other People’s Content
39. • Link to LP’s for conversion
• More visibility – thought
leadership
• Delight customers by responding
timely to their remarks
• Good content creates
evangelists
41. • Segment your database on previous behavior
• Re-use related offers
• Amazon style recommendations on thank you pages
• Consistent branding
• Use personalization
Email Best Practice
42. What To Segment On?
• Persona
• Age
• Job title
• Gender
• Seniority
• Lifecycle stage
• Company
• Organization type
• Industry
• Past purchases
• Products
• Size
• Behavior
• Pages visited
• Purchase cycle
• Number of conversions
46. • Multiple posts around one offer
• Optimize old posts with new CTA
• Align your offers with your persona’s
• Align your offers with your buyers journey
Blogging Best Practice
48. • Early access for influencers
• 70% of new leads find us organically through old offers
• Use Amazon-style related offers
• Use your keywords
• Consistent branding
Social Media Best Practice
52. • Revenue goals
• How many Marketing
Qualified Leads?
• How many Sales Qualified
Leads?
• What is the current close
rate?
• Response time to customer
questions?
• How to respond to
complaints?
• Social Engagement
Service Level Agreement
53. How did you perform on
different parts of your
campaign?
What marketers mean when they say campaign: email, ad, SFDC List
Problem with this = too limited. Marketers are using these one-off channels to run a campaign to help achieve one of their marketing goals , but customers don’t only learn about you from one channel, so why are marketers not solving for the customer by alginging their messaging across all of their marketing channels?
So we asked ourselves: What SHOULD be part of a marketing campaign? And furthermore, an inbound marketing campaign?
We really wanted to put stamp on as to what a inbound marketing campaign is.
What marketers mean when they say campaign: email, ad, SFDC List
Problem with this = too limited. Marketers are using these one-off channels to run a campaign to help achieve one of their marketing goals , but customers don’t only learn about you from one channel, so why are marketers not solving for the customer by alginging their messaging across all of their marketing channels?
So we asked ourselves: What SHOULD be part of a marketing campaign? And furthermore, an inbound marketing campaign?
We really wanted to put stamp on as to what a inbound marketing campaign is.
Remember how you created your persona when you first started your consulting? Have you learned anything new? Do you need to tweak?
No?
Then lets first determine what persona is this campaign directed at
Before we do that, though, we need to take a step back and ask an even more basic question:
What is a buyer persona, anyway?
I keep saying that our personas are absolutely essential to an effective inbound marketing strategy--and we’re going to dive into how to create those personas in just a couple minutes--but before we do that we need to take a step back and think about what buyer personas really are.
At their root, Buyer personas are Semi- fictional representations of your ideal customer based on real data and select educated speculation about customer demographics, behavior patterns, motivations, and goals.
Woah—now what does THAT mean? That definition has A LOT going on- it’s pretty complex!
The best way to start to tease apart some of what exactly a buyer persona is is by actually seeing one in action here—what a real, live buyer persona actually looks like.
So we saw with example of Marketing Mary, there, what exactly these personas look like
And we’re starting to get a clearer idea of what buyer personas really are.
They’re fictional characters that we CREATE, through research, analysis, and taking a close look at who’s already buying from us—that represent our DREAM customers.
Notice this says “customers” though! A lot of companies actually have more than one buyer persona- on average, they probably have between 3 and 5 buyer personas. How you know you’ve reached the “edge” of one persona and the other one begins is when those shared generalities disappear. When you’re creating your personas, you’re probably going to notice that your customer base falls into one of a couple different buckets, or broad categories. Those buckets are your personas.
Now that’s a little better definition of what a buyer persona is,
Content Level – Image Text Orientation 3
Content Level – Image Text Orientation 1
Content Level – Image Text Orientation 3
Leverage older blog posts for new offers
Spend as much time/effort promoting as you do as creating. Promotin doesn’t stop when you hit send on a n email. More blogs/ social
Can you give me examples?
And not only engage not only does blogging help you generate more website traffic. It also enables you to effectively convert that traffic into leads.
And it’s not just more web traffic that you’ll get. Blogging businesses also generate 70% more leads.
Remember those educational posts targeted to attract the right people to your site? The ones that we said define a business blog? Well once we’ve attracted those right people to our site, our blog can also help us to easily convert them into leads.
Find good performing past blogs and add new offer/cta to old blog post
We used to write one blog per offer, we’re focussing on 3 blogs per offer. Either you or an influencer.
Content Level – Image Text Orientation 3
70% of our new leads come organically from old offers
When we create a new offer and utilize the old offers we start to see organic traffic to the new offers
This costs us MQLs but it increases net new contacts
What do you agree on with your sales, services and marketing peers?
Did you hit your overall goal?
How was the traffic to your landing pages?
Did you convert on your call to actions or did you expect a higher conversion rate?
Did your prospects engage on Twitter or are they more active on Facebook?
Did you tag a PPC campaign as well?
HubSpot’s always allowed you to create all of the assets you need to pull off an inbound marketing campaign
But what we’ve never done is given customers the ability to see it all in one place
Hence, last week we launched the Campaigns app, which gives marketers a place a dashboard to aggregate all of the assets of their inbound marketing campaign in one place, and see how the entire campaign is performing against your goals, and even how the individual assets are performing as well