HUG Melbourne #HUGMEL@HubSpot@RyanBonnici

Grow with HubSpot

Does textSYDNEY

#GrowWithHubSpot

RYAN BONNICIMarketing Director

INSERT YOUR

HEADSHOT

@ryanbonnici

Agenda Housekeeping

International Update + Inbound 101

Inbound Marketing Deep Dive

Customer Fireside Chat: YourTutor

More Food & Networking

#GrowWithHubSpot

#GrowWithHubSpot

#GrowWithHubSpot

JEETU MAHTANI

Managing Director

@jmahtani

orange

Are you lovable?

Marketing has a Lovability Problem

marketers

Less Lovable More Lovable

Marketing has a Lovability Problem

stockbrokers lawyers

marketers

Less Lovable More Lovable

Marketing has a Lovability Problem

stockbrokers lawyerscar salespeople lobbyists

marketers

Less Lovable More Lovable

LOVE THE CONTENT YOU CONSUMED?

GEN

ERIC

WHY? STOP THIS MADNESS!

how your customers

buy today

Have a Need

Have a Need

90%

Start on Google

Research Options Research

Options

Research Options Research

Options

ORGANIC - 92% CLICK HERE

Trust

Networks

Trust

Networks

ENGAGED WITH SALES VIA TWITTER

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

Your consumer has changed,

They are in control.

HOW CAN YOU DO MARKETING THAT Your Buyer WILL LOVE?

?

The Inbound Funnel Persona Driven Content + Context

Sydney Operation:

Sales, Services, Support

20 SydSpotters

Inbound marketing is showing solid adoption globally

0102030405060

703030

80

Proving ROI is a key priority and challenge for marketers

Sales are prioritising leads from Inbound sources

Marketers are shifting budgets and priorities from traditional marketing to Inbound

WHAT IS INBOUND MARKETING?

NURAH MAHAMAD

Snr. Inbound Strategist

@localglobetrotr

CORTI SOL

Your outbound messaging strategy is LITERALLY making your leads sick.

MARKETERS HAVE BEEN BAD.

#GrowWithHubSpot

The old marketing playbook is

86% skip TV ads

91% unsubscribefrom email

10M on the

Do Not Call list

44% of direct mail is never opened

BROKEN.

#GrowWithHubSpot

The buyer is in control.

#INBOUND14

(source: Conference Executive Board: Marketing Leadership Council Research, Sales Leadership Council Research)

57% of a prospect’s buying decision is complete before that prospect’s first contact with a supplier.

#GrowWithHubSpot

OXYTO CIN

1. The Recipe for Success.2. Contextual Marketing | Lead Nurturing 2.03. Three Keys to Contextual Marketing.4. Customer Insights.

1 The Recipe For Success.

RECIPE for success

#GrowWithHubSpot

PERSONAS:Your secret ingredient for effective lead nurturing.

#GrowWithHubSpot

What is a BUYER PERSONA?

What is a BUYER PERSONA?

Semi-fictional representation of your ideal customer based on real data and some

select educated speculation about customer demographics, behaviour patterns,

motivations, and goals.

Goals

GoalsChallenges

GoalsChallenges

Measurements of Success

GoalsChallenges

Measurements of SuccessBehavioural Patterns

Marketer Mary

Business Size: 25-2000 employees Job Title: VP, Director, Manager

Goals: • Generate leads and support sales with collateral • Manage company communications • Build awareness for the company

Challenges: • Too much to do! Mary is a busy lady. • Not sure how to get there. • Marketing tool and channel chaotic and disorganised.

Measuring Success: • Traffic, Leads, Registrants • Boss's Gut Check • Campaign Effectiveness

WHY MARY LOVES HUBSPOT: Learn Inbound Marketing

Easy to use tools that make her life easier Easier reporting to sales and CEO

single customer view

An aggregated, consistent and holistic representation of

the data known by a company

about its customers.

#INBOUND14

14%of Marketers say they were strongly capable of creating a single view of the customer.-eMarketer

#GrowWithHubSpot

If you don’t nail down your buyer personas, every aspect of your lead nurturing will suffer.

91%Of marketers say they

use content in their marketing

91%Of marketers say they

use content in their marketing

42% say they are

effective at it.

...but only

#GrowWithHubSpot

THE BUYER’S JOURNEY The active research process a potential buyer goes through leading up to a purchase.

#GrowWithHubSpot

ingredient two:

THE BUYER’S JOURNEYingredient two:

Map content to the

Buyer’s Journey

Ingredient three:

Tailor all content, existing and future, to each relevant stage of the Buyer’s Journey.

Content TypeRelevant& Format

Content TypeRelevant

Keywords &

Topics& Format

Content TypeRelevant

User BehaviourResearch Needs

Keywords &

Topics& Format

Content TypeRelevant

User BehaviourResearch Needs

BUYINGCYCLESTAGE

Keywords &

Topics& Format

Nurah, I’ve already got workflows and

drip campaigns.

Plus, I already got ma lead nurturing did… right?

Modern technology and the behavior of the

modern buyer has grown

the complexity of nurturing leads through the

sales funnel.

#GrowWithHubSpot

2 Contextual Marketing:Lead Nurturing 2.0

#INBOUND14

NOBODY wakes up and thinks:

“I HOPE TO GET

MARKETED TO TODAY.”

08in 2012

12in 2000

(source: DemandGen)

Leads nurtured with targeted content produce an increase in sales opportunities of more than 20%.

#GrowWithHubSpot

#INBOUND14

43%Marketers globally say that their priority is to translate a deep knowledge of their customers into a relevant interaction.-Marketing Charts

#GrowWithHubSpot

#INBOUND14

39%Of marketers globally say that understanding their customers and translating that into relevant actions is their biggest challenge.-Marketing Charts

#GrowWithHubSpot

contextual marketing:The practice of personalising

your business to your Persona based on who they

are, what they want, what they need or what they do.

Deliver the right content to the right person at the right time.

#GrowWithHubSpot

1

2

3

Gather

Personalise

Sell

Three Keys to Contextual Marketing:

GatherAcquiring information across all touch points.

Gather explicit data from form submissions.

Form fields should serve to

qualify leads, assign Buyer

Personas and ask direct questions

relative to the sales process.

Gather implicit data from

user behavior.

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PERSONAS: Explicit and implicit data will build the 360° view of your Persona.

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PersonaliseTailoring the experience across every interaction.

#INBOUND14

#INBOUND14

71%of consumers reported being more likely to make a purchase if an email was tailored to their likes and preferences.-Marketing Charts

#GrowWithHubSpot

SEGMENTA TION

Segmentation

WORKS!

personalisation

Personalised emails improve click-through rates by as much as 14%, and conversion rates by as much as 10%.

Device

Persona

Weather

Location

Lifecycle Stage

Time of Day

SMARTCONTENT

Personalisation on Website Pages and Landing Pages

Smart Calls-to-Action

Smart Calls-to-Action

Smart Calls-to-Action

Smart Calls-to-Action

Source: Marketing Charts

Mobile has now outpaced desktop!

Source: Marketing Charts

Please stop making Nurah throw her phone

through the wall.

#GrowWithHubSpot

Use Smart Rules to change content based on browsing device.

What if you don’t know a lead?

#GrowWithHubSpot

Anonymous Personalisation:

Customise content for visitors based on their Country IP.

Anonymous Personalisation:

Customise content for

visitors based on their Referral

Source

Progressive Profiling

Social Media Monitoring

Automatic Colour- Coded Monitoring Dependent on where they are in their lifecycle with your business.(lead, opportunity, customer, hero)

82% of consumers are more likely to trust a company whose CEO and leadership team are active on social media

#GrowWithHubSpot

SellBuilding context into the sales process.

The goal of Contextual Marketing is to prevent any potential friction through the sales funnel.

Marketing

Marketing

Sales

Send notifications on key activities direct to your

inbox.

Leverage implicit and

explicit data to build stronger relationships

with your prospects and

leads.

Build social media

streams based on

segmented lists of

contacts.

Don’t forget to engage or respond in real time and with useful information!

Don’t forget to engage or respond in real time and with useful information!

People have problems. Your company has answers. Be the conductor of that information & solve a problem.

Let’s start with a story.

Customer Insights

@yourtutor | #TBD

CarolineHALLIDAYDirector of Consumer Marketing

CHALLENGES

SOLUTION1 + 1 = ? 2 + 1 = ? 3 + 1 = ?

#GrowWithHubSpot

#GrowWithHubSpot

Let’s go back to 1965.

#GrowWithHubSpot

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Introspective opening?

#GrowWithHubSpot

Introspective opening?

Good positioning & social proof?

#GrowWithHubSpot

Introspective opening?

Good positioning & social proof?

Testimonials?

#GrowWithHubSpot

#GrowWithHubSpot

#GrowWithHubSpot

Create marketing that people .

HUG Melbourne #HUGMEL@HubSpot@RyanBonnici

GrowwithHubSpot

Does textSYDNEY

THANK YOU!!!