buying media in an inbound way
DESCRIPTION
HubSpot's soft launch of our media partnership program and how inbound marketing agencies can benefit from it.TRANSCRIPT
Inbound Buying Media The Opportunity for Agencies
Paid, Earned, Then Owned
Traditional agencies spend their client’s money first on ads. Their PR firms are still trying to earn it. While big agencies talk about “owned media”, they don’t do it that often.
Own, Earned, Then Paid
Inbound marketing agencies don’t buy a lot of media for clients. They ‘build to own’ and they earn it quite frequently. But they don’t pay for it that often.
Inbound Media Buying Will Change All of That
HubSpot’s Partnership Program for Media Companies
But more specifically…
The Opportunity for Agencies
Announcing the [very soft*] Launch of ….
*As in we’re only posting this on slideshare. And we’re only doing that so that we can tell existing HubSpot agency partners. We’d actually prefer that you don’t read it if you’re not a certified partner. You’re not really ready for this .
Introductions
Peter Caputa IV Melanie Collins
VP Sales, HubSpotAgency Partner Program [email protected]@pc4media
Media, Sales & Partner Program Manager, [email protected]@melaniecollins1
Mea Culpa #1
Advertising = Outbound*
*Assuming it doesn’t interrupt people, and it’s targeted in a way that the person finds it relevant to them.
Sponsored Content = New Black
Mea Culpa #2
Stop Selling Campaigns/Projects
RETAINERSCAMPAIGNS and PROJECTS*
*Sell Retainers. Then, sell campaigns and projects on top of them.
Why?
2 REASONS
Photo Credit: Trey Songz & T.I.
Reason # 1
Inbound’s Barrier to Entry…
Reason # 2
Massive Missed Opportunity…
Source: Gartner US Digital Marketing Spending, 2013 Survey
Reason # 3 (for the non-inbound ad agencies who ignored my earlier request to stop reading)
So, you think all the action is in “programmatic ad buying”? It’s not. It’s content, stupid…
Source: How to Measure the ROI of Inbound Using HubSpot
… While ad agencies are trying to fit their creative in banner ads , text ads and 140 character sponsored tweets to grab awareness, impressions and maybe some clicks, inbound agencies are building ebooks, creating videos and writing blog post series in order to capture leads and sales for their clients.
The Solution
InboundMedia Buying
Photo Credit: Ben+Sam
We’ve Been Training Them*
“Them” = media and publishing companies. They are using HubSpot and the methodology above to drive more meaningful, ongoing results for their advertisers: leads and sales; not impressions and awareness. That’s right – Buzzfeed isn’t the only using technology to innovate!
Your Client = Their Advertisers
Yes, This note is snarky. But, it’s true, right?
2 Ways for Agencies to Work with HubSpot’s Media Partners
Two Situations
For Your Prospect1. Having trouble justifying 12-
month multi-$k retainer + HubSpot subscription?
2. Partner with a media company who reaches their audience. Then, sell a campaign instead.
3. You create offer and promotional copy. Media company hosts and promotes landing page via their channels.
4. Deliver leads to client.
For your Client
1. Having trouble generating the right volume of quality leads quickly enough for your client?
2. Build offers and landing pages on client’s portal.
3. Work with media campaigns to promote client’s offer via sponsored content, email, ads, social, etc.
4. Leads delivered to client.
Publisher Assets
HubSpot Assets
CampaignDetails
CTALanding page FormsContacts DatabaseSocial InboxEmail and workflows
WhitepaperNewsletter
Offer: Workstations whitepaper
Results
• 13,834 views• 4,038 leads• 24% purchased w/in 90
days• 33% still evaluating
vendors
Campaign Example #1 (B2B)
Publisher Assets
HubSpot Assets
CampaignDetails
CTALanding page FormsContacts DatabaseSocial InboxEmail and Workflows
Sponsored articleeNewsletterDigital Display
Offer 1: ebookOffer 2: WebinarOffer 3: Demo Request
Results• 1600 people visited
ebook landing page• 826 Downloaded the
ebook• 93 watched the webinar• 13 requested a demo
Campaign Example #2 (B2B SQLs)
On-air promosDisplay adsText messages
Radio Assets
HubSpot Assets
Results
Car Dealer
Pool Company
Landing page FormsContacts DatabaseSocial MediaEmail and Lead Nurturing
1,000 leads ready to buy 1-6 mo.5 Pools sold, $35,000 ASP
10,000 landing page visits5,000 leads
1,100 leads ready to buy 1-6 mo.9 Cars sold, $29,700 ASP
$440,000 in attributable sales tied back to this campaign.
Campaign Example #3 (B2C)
This Landing Page and corresponding CTA were created by Freedom and promoted through digital display, social media, and email.
Publisher Assets
HubSpot Assets
CampaignDetails
CTALanding page FormsContacts DatabaseSocial InboxEmail
NewspaperBanner AdSocial Media
Offer: Cosmetic SeminarBy local plastic surgeon
Results
• 604 viewed landing page• 62 attended live seminar
Campaign Example #4 (B2C)
How to Get Started
• Consult our spreadsheet of media partners.*• Identify prospects or clients who could benefit
from their reach. • Reach out to them using the contact
information in the spreadsheet.• Talk about how you can run a campaign
together for your client. • Give us feedback.**
* We will be constantly adding to this list. Check back frequently. ** We are looking for examples of HubSpot agency partners and HubSpot media partners running a campaign together - to feature at Inbound.