inbound marketing
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Inbound MarketingTRANSCRIPT
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Building a Sales Pipeline through Inbound Marketing
Matt Hodkinson CEO, Influence Agents
!!
@matt_hodkinson
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“Inbound marketing is all about getting found by customers. Unlike dated and costly outbound
tactics, inbound marketing relies on leveraging web content to bring customers to you”
In a Nutshell…
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• Search rankings and traffic referrals
• Social engagement
• More predictable lead generation
• Conversion rate optimisation - added transparency
• Automated lead nurturing - better qualification with less effort
• Improved sales conversions - more stringent qualification and improved data about prospects
• Re-activate “dormant” list/database contacts
Benefits of an Inbound Marketing Funnel
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128% Increased in Client
Lifetime Value
50% Increase in Revenues
7.5x Increased in
Leads Generated
• B2B eCommerce Platform • Before: Poorly or non-qualified leads • After: Automated early-funnel follow-ups • Lead Scoring and prioritised contact • Progressive profiling to improve customer knowledge • Transparency of contact behaviour on-site and email
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2.8x Leads Generated
via Email
190% Increased in Traffic from
Organic Search in 6 months
30% Conversions from Email Marketing
• Sales Software Platform • Before: Poor site visitor data and lead insights • Long sales cycle • After: 66% reduction in Sales cycle • Persona-led communications & segmentation • Custom lead scoring - 85/100 prompts outreach • Automated workflows have halved lead response times
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55% Decrease in
Customer Attrition
87% Increase in Customers
Year-on-Year
152% Increase in Revenues
Year-on-Year
• SaaS Business Intelligence Platform • Before: No formal follow-up process • “Bare bones” analytics • After: More personalisation in email comms • Notifications bring faster response to Sales Qualified Leads • In-depth analytics and contact insights
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Technology
Strategy
Content
Distribution
Talent
The 5 Elements of Successful Marketing Automation
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Lead Generation !!!!!!!!!
CMS !!!!!!!!!
CRM !!!!!!!!!
Email Automation !!!!!!!!!
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Lead Generation !!!!!!!!!
CMS !!!!!!!!!
CRM !!!!!!!!!
Email Automation !!!!!!!!!
Funnel Management !!!!!!!!!
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£££
Information Qualified Leads
Marketing QualifiedLeads
SalesQualified
LeadsReady to Invest (Time, Money or Both)
FAQ
Brand Filter
Social MediaSEO PPC NetworkingPR
Clients/Customers
CRM
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MoFu Offer
ToFu Offer
Thank You
Page
Email #1 Email #2 Email #3
Quiet List
2 days 5 days 5 days
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Progressive Profiling
Sales Dossier
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£££
Information Qualified Leads
Marketing Qualified Leads
SalesQualified
Leads
Social MediaSEO PPC NetworkingPR
Conversion Rate Optimisation
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2 Primary areas of “pain”…
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Strategy
• Not everyone has a talent for marketing • Disconnect between “social” and sales • Poorly-constructed customer journeys • Lack of insight • Positioning/messaging too generic • No/unrealistic goals
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Distribution
• Low follower/fan numbers • Small/no database or email list • Low engagement/little influence • Following not relevant • Paid search/social ads too costly?
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Workshop Agenda
1. Technology and Skills Review 2. Persona Design 3. Primary Triggers 4. Through-Funnel Content Planning