data-driven marketing roadshow hubspot - march 27, 2014

INBOUND MARKETING: Your Secrets to Success.

Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat kflanagan@hubspot.com

Kieran Flanagan@searchbrat“Highly motivated marketing geek high on data crack.”

Our Inbound Marketing Methodology

Source - http://www.hubspot.com/products/inbound-marketing/

for how your customers

buy today

Have a Need

65% Europeans

Research Options

Research Options

TrustNetworks

They like to educate themselves

rather than speak with a sales person

60% of the sales cycle is over – before a buyer talks to your salesperson.

Corporate Executive Board: bit.ly/zub217

Convert

Retain Customers

Retain

Your consumer has changed,

They are in control.

Don’t Interrupt

Be What’s Consumed

Inbound Marketing is the art of creating persona driven marketing across your entire funnel.

@Searchbrat

“”

How You Can be Successful with Inbound Marketing.

1 BUYER PERSONAS

KNOW YOUR BUYER

PERSONAS11Buyer

Personas

of European marketers are focused on reaching the right audience, and converting them into leads.

23%

of European marketers are focused on reaching the right audience, and converting them into leads.

23%

Resource: http://offers.hubspot.com/2013-state-of-inbound-marketing-europe

MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (DIT), MBA (Smurftt)• 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

To create buyer personas for your company you need to know

Researching Your Personas:Know What To Ask.1

Persona Profile Checklist

Researching Your Personas:Know Who To Ask.2

Research your customers

Listen on Social Media

Segment Your Lists

Use Lead Intelligence

Form fields

Woah!

Wow!

Cool!

Good to know! Yes!

Awesome!

Great!

Talk to sales The biggest problem our prospects have is…

Brainstorm7 to 10people

Interview Prospects

& Customers

Write Personas

(500 – 700)

Find a Photo

Test

Where do you get that information from? How can you use that information to create your buyer personas?

3Create

Marketing Assets

Create a Content Machine23Create a Content Machine

”“@TheSalesLion

Great content is the best sales tool in the world.

“It’s easy for HubSpot to talk about content. They have lot’s of resources.”

Close

2006 2007 2008 2009 2010 2011 20120

2000000

4000000

6000000

8000000

10000000

12000000

14000000

TRAFFIC TO HUBSPOT.COM

We started here

Close

2006 2007 2008 2009 2010 2011 20120

2000000

4000000

6000000

8000000

10000000

12000000

14000000

TRAFFIC TO HUBSPOT.COM

Don’t give up (Persistent & Consistent)

Be Scrappy

Great content teams suck invaluable information

Great content teams suck invaluable information

ASSETS MEAN YOU OWN YOUR MARKETING

Vs70%

of our blog leads are from OLD articles

Curated

Short Term Traffic

Long Term Traffic

AudienceQuality

Virality

ThoughtLeadershi

p

How toPosts

NewsJacking Lists

Curated

Short Term Traffic

Long Term Traffic

AudienceQuality

Virality

ThoughtLeadershi

p

How toPosts

NewsJacking Lists

Curating Content

Curated

Short Term Traffic

Long Term Traffic

AudienceQuality

Virality

ThoughtLeadershi

p

How toPosts

NewsJacking Lists

Curated

Short Term Traffic

Long Term Traffic

AudienceQuality

Virality

ThoughtLeadershi

p

How toPosts

NewsJacking Lists

Teach people how to do something

Trend for “how to”

Curated

Short Term Traffic

Long Term Traffic

AudienceQuality

Virality

ThoughtLeadershi

p

How toPosts

NewsJacking Lists

Curated

Short Term Traffic

Long Term Traffic

AudienceQuality

Virality

ThoughtLeadershi

p

How toPosts

NewsJacking Lists

Awareness

Evaluation

Purchase

What content ideas are a good fit for your buyer personas in the awareness stage?

What content ideas are a good fit for your buyer personas in the evaluation stage?

Map those content ideas across your funnel to make sure you have the right content for each stage.

3Create

Marketing Assets

Create a Content Machine23Context to Personalise your Funnel4

USING CONTEXT

PERSONALISE YOUR MARKETING

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

Enterprise Erin

Owner Ollie

ATTRACT QUALIFIED VISITS

Attract Convert Close Delight

Strangers

Visitors Leads Customers Promoters

CONTEXT TO PERSONALISE

DelightI’m a leadI’m a new

visitor

CONVERTS INTO QUALIFIED LEADS

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

CONTEXT TO SEGMENT

DelightI love this

topic

Easily send follow up offer to all people who download this content

CLOSES ACTUAL SALES

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

CONTEXT TO SELL MORE

DelightI am

ready to be called

DELIGHTS YOUR CUSTOMERS

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

CONTEXT TO DELIGHT CUSTOMERSI’m

already a customer

THANK YOU!