Inbound Marketing: Targeting The Buyer’s Journey#BOCAhug

Principal Marketing Manager of HubSpot ResearchPreviously at: Forrester Research, Intel Security

@HubSpotResearch

Mimi An

• The Buyer’s Journey • How HubSpot Does

Marketing• “Content interest”

• Hiring for Inbound

Agenda

1 The Buyer’s Journey

Consumer behavior has changed a lot in the last 10 years

Mobile time growing while laptop/desktop time stagnates

Source: KPCB Internet Trends 2015

2008 2009 2010 2011 2012 2013 2014 2015YTD0

1

2

3

4

5

6Mobile Desktop/laptop

Hou

rs o

n de

vice

per

day

But actually…there’s more to it

Source: Forrester Research

Content is what propels buyers through the buyer’s journey

Buyers want different types of content depending on the stage they’re in

Buyers Speak Out: How Sales Needs To Evolve

The Buyers Journey Quick Reference Guide

2 How HubSpot Does Marketing

We do the same things as you

Blogs Photos &Infographics

Videos &Podcasts

Presentations& eBooks

Renting Your Marketing

Owning & BuildingYour Marketing

“Content interest”

This post was written by HubSpot CEO Brian Halligan in July 2010. In 2015, it:

● Still ranks #1 in Google searches

● Received 17,854 views● Generated 117 leads

5 Years later, still moving the needle.

“Content interest”

This post was written by HubSpot CEO Brian Halligan in July 2010. In 2015, it:

● Still ranks #1 in Google searches

● Received 17,854 views● Generated 117 leads

5 Years later, still moving the needle.

Content interest is huge to our business

The Blogging Tactic No One Is Talking About: Optimizing the Past

30 HubSpot posts generate 46% of blog leads

The Blogging Tactic No One Is Talking About: Optimizing the Past

The hardest workers are compounding blog posts

Compounding Blog Posts: What They Are and Why They Matter

Compounding posts appear everywhere

1 out of 10 posts compound

Why this matters: more traffic, more leads

Title Goes Here

Marketing Benchmarks from 7,000 Businesses

Marketing Benchmarks from 7,000 Businesses

Once the content is created, it can become amplified

Where we amplify our content

• Our contacts

• Co-branding partners

• Social media

• SEO

• Sometimes super targeted social ads

B2B VS B2C Content Lessons From 175,000 Blog Posts

B2B VS B2C Content Lessons From 175,000 Blog Posts

New channels we’re exploring to amplify content and brand

• Medium

Slack – community (Inbounding) and bot (SpotBot)

Messenger apps (Whatsapp and Facebook Messenger)• WhatsApp Message Distribution – WhatsBroadcast

• Desktop Notifications – Roost

• Social 3.0: Snapchat and Facebook Live

3 Hiring for Inbound

? 26,905

CHARACTERISTICS OF INBOUND MARKETERS Smart GSD • Digital

• Analytical• Reach• Content

DIGITALLook for people who live and speak “digital”.

Someone who understands the digital landscape (digital literate). They know the channels and the best ways to engage.

ANALYTICALEveryone should be more analytical than the average person in their role elsewhere.

Even a writer should want to measure their content using metrics and be interested in judging their success that way.

REACHGood inbound marketers leave evidence that they have a gravitational attraction.

They have done something that “attracted” people to them or their work before.

CONTENTFind people who create content naturally.

You do not want content creation to be a struggle.

The HubSpot Marketing FunnelAudience

(Followers, Subscribers)Leads

MQLS

Customers

TOFU (attract)

MOFU(convert)

BOFU(close)

Skills By Funnel StageCloseConv

ertAttra

ctKey Skills:• Blogging• Social Media• SEO• Writing, Design, Creative

D A R C

Key Skills:• Optimization: LPs, CTAs, Workflows• Analytics• Lead Scoring

D A R C

Key Skills:• Product expert• Teacher / trainer• User testing• Messaging• Persuasion

D A R C

Sourcing Marketing HiresAlways be hiring.1 Referrals 2 Conferences & networking events3 Online networking4 LinkedIn5 Inbound.org6 Keep a running list of awesome people.7 Use Inbound: Make Content about Your Company

Screening CandidatesScan the application / resume• No AOL or Hotmail email addresses and no paper resumes• Demonstrated track record of success and growth• Look for some technical skills – HTML, CSS, Design, and

more• Inbound marketing experience / certificationsGoogle their name• Strong LinkedIn presence, check for mutual connections• Size and quality of digital footprint – what have they built?

Interview: The Funnel Question“Pretend you're the CMO for this company, and you have to decide on what your marketing team should focus. What do you do?"

25,000 Visitors

250 Leads

100 Sales Ready Leads

25 Opportunities

5 Customers

Interview: The Homepage Question“The CEO likes version A, the COO likes version B, and the company is evenly divided. Which homepage do you launch?”

Millions Love Our CompanyText text text Text text text Text text text Text text textText text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text

[Video]

Make More Money With Us• Text text text Text

text text Text text text Text text text text text

• Text text text Text text text Text text text

• Text text text Text text text Text text text Text

[Picture 1]

[Picture 2]

4 Team Structure Over Time

Marketing Org Over Time2012

(25 ppl)2009(8 ppl)

2007(2 ppl)

2014(70 ppl)

VP• Lead gen & inbound background• Management of 15

College Grad• 2 internships• Generalist

ToFU Team• 3 people

MoFu Team• 3 people

Teams by Channel (email, blog, social)

MoFu Teams byPersonas

Prod Mktg

VP/Dir Content

VP/Dir Funnel

VP/Dir Product Mktg

VP/Dir Brand & Buzz

(detail on next slide)

Today’s Marketing Organization

ProductMarketing

Funnel Team

ContentTeam

Brand & Buzz

Results / Metrics• Website visitors• New contacts generated

Activity• Blog articles• Ebooks & webinars• Other content

Results / Metrics• Marketing pipeline• Sales goal %

Activity• Lead nurturing• Lead scoring• Sales alignment• Optimization

Results / Metrics• Sales test scores• % sales selling various features

Activity• Product content• Add-Ons• Sales enablement

Results / Metrics• PR wins• Event #s and feedback• Satisfaction of others

Activity• PR & Events• Creative: Videos, graphics, design

CloseConvertAttract

5 Management Philosophy

Monthly Planning Focused on Outcomes

Goals for month set by

CMO

Team decides on activities

Team executes on

activities

Team reports on metrics /

activity

CMO Feedback to

Teams

Monthly Goals Tracked Daily

0%20%40%60%80%

100%Actual Leads Leads Goal

Business Days Left in Month

% P

rogr

ess

to L

eads

G

oal

React to Alarms to Ensure Success

Create new offersPublish morePromote moreIncrease paid ads

THANK YOU.@hubspotresearch

MimiAn

Inbound.org jobs board

150k marketers active in the communityDedicated jobs board for any type of marketing role

QUESTIONS?

Here’s what traffic to HubSpot customers look like

All Paid5%

Blog20%

SEO25%

Free Tools15%

Social10%

HubSpot.com Landing Pages 1,000+ Landing Pages

25-30% Conversion Rate

~50K Leads / Month

Opt-In Email 10%

2/3 Nurturing

Scoring

1/3 Sales

Branded15%

Inbound leads cost ~30% less and convert

~200% better than paid

Lead Breakdown by Channel