SLCHUG Event: October 27 2016
•
0 gefällt mir•709 views
At this event we had 3 great speakers in Salt Lake City. Time Dearlove from HubSpot Margo Mazur from Wistia and AJ Wilcox from B2Linked.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (18)
Andere mochten auch
Andere mochten auch (18)
Ähnlich wie SLCHUG Event: October 27 2016
Ähnlich wie SLCHUG Event: October 27 2016 (20)
Mehr von Salt Lake City HubSpot Users Group
Mehr von Salt Lake City HubSpot Users Group (12)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
SLCHUG Event: October 27 2016
- 2. #SLCHUG Agenda • Welcome • Introductions & House Keeping w/ Doc • Social Selling w/ Tim •Videos That Convert w/ Margot • LinkedIn w/ AJ • Q&A & Wrap-up
- 3. #SLCHUG Decks Will Be Available Recap Post Coming
- 5. #SLCHUG Cool Stuff • Welcome to the launch of SLC HUG • Our goal and charter • Volunteers encouraged
- 8. #SLCHUG Roll Call • First Event? • HubSpot Users? • HubSpot Partner Agencies? • Awesome Guests?
- 10. #SLCHUG Our Goals For SLCHUG • Education – Inbound in general – Some HubSpot specific • Who is this for? – HubSpot Customers, Partners & Prospects – Anyone who wants to sharpen Inbound skills
- 11. #SLCHUG Our Goals For SLCHUG • Frequency – Minimum 4 times a year – Fill-in workshops coming in 2017 • These events are for you – We are not here to sell anyone – This is a learning environment – Let’s be “inbound” and be helpful to each other
- 12. #SLCHUG Like Our New Digs?
- 13. #SLCHUG INFORMAL POLL RESULTS Someplace More Central Better/Free Parking More Topics Per Meeting Deeper Dive Into Toolsets
- 14. #SLCHUG
- 15. #SLCHUG Who is going this year?
- 16. #SLCHUG
- 17. #SLCHUG Code: HUGSaltLakeCity for contest and $50 Discount
- 19. #SLCHUG Save The Date Our Next SLCHUG Event Thursday, January 26, 2017 Topic TBD
- 21. #SLCHUG
- 25. #SLCHUG PROJECTS
- 26. #SLCHUG READY?
- 27. #SLCHUG READY?
- 28. #SLCHUG MEETINGS
- 29. #SLCHUG
- 30. #SLCHUG READY?
- 33. SOCIAL SELLING TIM DEARLOVE: PRINCIPAL CHANNEL CONSULTANT @ HUBSPOT
- 34. IMPACT OF SOCIAL ON BUSINESS Source: http://arresteddevelopment.wikia.com/wiki/Gobias_Industries
- 35. Source: HubSpot’s State of Inbound 2016
- 36. Source: HubSpot’s State of Inbound 2016
- 37. Source: http://blog.simplereach.com/facebook-continues-to-be-the-biggest-driver-of-social-traffic/
- 38. WHERE ARE WE? ▸ Importance of video (in general) ▸ Importance of Social as a tool to promote your content ▸ Same challenges persist
- 39. HIGH LEVEL THOUGHTS ▸ More than ever - invest in a variety of channels
- 41. HIGH LEVEL THOUGHTS ▸ More than ever - invest in a variety of channels ▸ Think about the business value of your investment
- 44. HIGH LEVEL THOUGHTS ▸ More than ever - invest in a variety of channels ▸ Think about the business value of your investment ▸ Continue to focus on personality + promotion
- 45. WHICH AD IS BETTER?
- 46. THIS ONE
- 48. “Social selling is when salespeople use social media to interact directly with their prospects. Salespeople will provide value by answering prospect questions and offering thoughtful content until the prospect is ready to buy.” Sam Kusinitz (HubSpot) DEFINITION
- 56. BOOM!
- 57. SOCIAL SELLING: HIGH LEVEL GOALS ▸ As a sales rep you want to connect with more high quality leads via social ▸ Develop the process for a sales rep to follow to use social effectively ▸ Give Sales Reps the tools to connect with their leads through social channels Source: http://harrypotter.wikia.com/wiki/First_year
- 58. STEPS TO GET STARTED (SALES) http://arresteddevelopment.wikia.com/wiki/Gobias_Industries
- 59. GET STARTED WITH SOCIAL SELLING ▸ Setup Alerts
- 63. GET STARTED WITH SOCIAL SELLING ▸ Setup Alerts ▸ Optimize Profiles
- 67. GET STARTED WITH SOCIAL SELLING ▸ Setup Alerts ▸ Optimize Profiles ▸ Find Your Audience
- 70. GET STARTED WITH SOCIAL SELLING ▸ Setup Alerts ▸ Optimize Profiles ▸ Find Your Audience ▸ Invest in your own thought leadership
- 72. PROVIDE EDUCATION. BE HELPFUL. Me (Right Now)
- 74. EASE UP ON THE SELL. SAY NO TO ABC. Me (Last time, I promise)
- 75. STEPS TO GET STARTED FOR MARKETERS http://arresteddevelopment.wikia.com/wiki/Gobias_Industries
- 76. HOW TO ENABLE YOUR SALES TEAM ▸ Get Buy In ▸ Help make this as easy as possible ▸ Provide feedback, share data and results
- 77. BUY IN ▸ Find the overachievers ▸ Share the right data ▸ Bring in managers
- 78. MAKE CONTENT ACCESSIBLE FOR REPS (MAKE IT EASY)
- 80. MONTHLY MEETINGS TO REVIEW RESULTS
- 81. QUESTIONS? YOU CAN FIND ME @TDEARLOVE
- 82. DOWNLOAD THIS DECK: SLCHUG EVENT RECAP
- 86. Salt Lake City HubSpot User Group Video Marketing Basics: Keys To Success
- 90. Title Text Body Level One Body Level Two Body Level Three Body Level Four Body Level Five Why we love video
- 91. Why video? • 93% of businesses who use video believe it has increased user understanding of their product. • 69% of users say they'd share a branded video if it had information that might be of interest to friends. • 64% of businesses who use video believe that it has led directly to increased sales.
- 92. Video content doubles time on site Engagement - Marketing Sherpa
- 93. Video As A Means To An End
- 94. DRIVE TRAFFIC CONVERT LEADS NURTURE LEADS CLOSE SALES SUPPORT CUSTOMERS INCREASE ENGAGEMENT
- 95. Drive Traffic
- 98. Use short videos or clips with links to drive people to your website.
- 101. Element Three has seen a 425% increase in traffic per post for video blog content (vs regular blog content)
- 103. Convert Leads
- 104. Adding video to a webinar registration page makes it more human and inviting
- 108. Nurture Leads
- 111. Close Sales
- 113. Using Video Well
- 121. Video is a lead generation machine
- 122. Landing pages with video have up to 800% more conversion than the same page without a video
- 132. Shoot business video on an iPhone
- 133. Create a studio on the cheap
- 134. 77% of consumers say they’ve been convinced to buy a product or service by watching a video Stats from Wyzowl
- 140. #SLCHUG@wilcoxaj LinkedIn AdsThe Red-headed Stepchild of B2B PPC #SLCHUG @WilcoxAJ
- 141. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj ABOUT AJ WILCOX 10+ Years of PPC and SEO experience Began heavy B2B focus 4 years ago Live in Lehi with my wife and 4 kids Triathlete, exotic car lover, soulless ginger
- 142. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj B2B CHALLENGES B2B Marketers have to be more sophisticated Inherent Obstacles with B2B: Delayed Sales Cycles Offline Conversion Events It’s worth it, though! Fortune 1000 72%
- 143. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj #PipelineMarketing All leads != equal Make optimization decisions based on real results Return On Ad Spend is the real metric Visits Leads Marketing Qualified Leads Sales Accepted Leads Opportunities Customers
- 144. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj KEYWORD TARGETING How do you ensure your dollars are spent on someone with B.A.N.T.? Paid Search (AdWords) keyword-based targeting Intent-based CEOs type the same keywords as janitors Budget Authority Need Timing
- 145. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj B2B TARGETING PERSONAL FOCUS BUSINESS FOCUS LOW COST HIGH COST B2B AD OPTIONS Industry Publications Advertise in industry rags (ChiefExecutive magazine) AdTech Vendors Precise Decent Weak
- 146. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj LINKEDIN ADVERTISING - PROS Up-To-Date (Self Selected) Robust Targeting Business Mentality No Gatekeeper Larger Deal Sizes
- 147. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj LINKEDIN ADVERTISING - CONS The platform is far from perfect: Conversion Tracking (Finally!) Dayparting Hourly Reporting Device-level Bidding Retargeting Opaque Relevancy Score Ignored by LinkedIn (Changing!)
- 148. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj WHO’S A FIT? LTV >$15Kis a no-brainer Recruiting Education Subscription Software (SaaS) Company Verticals: Who’s an ideal fit for LinkedIn Advertising?
- 149. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj NOT A FIT! Small LTVs (<$10K) Broad Target B2C eCommerce Hard Sell
- 150. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj AD UNITS – TEXT ADS 80x80px image .03% CTR is good 25 char headline 75 char adline Desktop ONLY Not available through Hubspot
- 151. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj AD UNITS – SPONSORED UPDATES 1200x627px image .4% CTR is good 128 char intro 38 char title 155 char description 65%+ mobile users Available through Hubspot!
- 152. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj B2B TARGETING Professional Job Title (Project Manager) Profile Completeness Dependent Job Function (Marketing) Seniority (Manager) Skills (Nunchuck, MySQL) Group (Project Management R Us) Company Category/Industry (Hi-tech, Consumer Goods) Company Size (51 - 2000) Company Name (Microsoft) Education School Name (Stanford) Degree/Field of Study Demographics Gender (M/F/Both) Age (55+) Geography (San Francisco Bay Area) Combinations & Exclusions
- 153. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj EFFICIENT LINKEDIN REACH CMO Titles Groups Job Function Skills Titles Groups (+ Seniority) Job Function + Seniority Skills + Seniority
- 154. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj WHO USES LINKEDIN ADS? LinkedIn Twitter Facebook Google $0 $2,000 $153 $4,000 $6,000 $8,000 $10,000 $12,000 $14,000 $16,000 $18,000 $20,000 $243 $3,851 $18,100 Q4 2014 Ad Revenues (Millions)
- 155. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj CONTENT MARKETING FUNNEL Trial/ Demo Blog Post/Infographic Ebook Webinar Retargeting Email Nurture Low Friction High Friction Guide / Whitepaper
- 156. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj GLORIOUS RETARGETING LinkedIn retargeting = Building persona! Facebook Custom Audiences Twitter Tailored Audiences Paid Search retargeting = Building audience around keyword Recommended Retargeting Mix: AdWords ReMarketing Tag Manager Containing:
- 160. #SLCHUG 160 Search Engine Optimization Blogging & Social Media Lead Generation Email & Automation Marketing Analytics Lead Management
- 161. #SLCHUG#SLCHUG Coming Soon Workshops, Webinars, Blog, & (Possible) Podcast Diving deeper into HubSpot tools and Inbound Methodology, and User Stories
- 162. #SLCHUG Save The Date Our Next SLCHUG Event Thursday, January 26, 2017 Topic TBD