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HUG Melbourne #HUGMEL@HubSpot@RyanBonnici
Grow with HubSpot
Does textSYDNEY
#GrowWithHubSpot
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RYAN BONNICIMarketing Director
INSERT YOUR
HEADSHOT
@ryanbonnici
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Agenda Housekeeping
International Update + Inbound 101
Inbound Marketing Deep Dive
Customer Fireside Chat: YourTutor
More Food & Networking
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JEETU MAHTANI
Managing Director
@jmahtani
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orange
Are you lovable?
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Marketing has a Lovability Problem
marketers
Less Lovable More Lovable
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Marketing has a Lovability Problem
stockbrokers lawyers
marketers
Less Lovable More Lovable
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Marketing has a Lovability Problem
stockbrokers lawyerscar salespeople lobbyists
marketers
Less Lovable More Lovable
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LOVE THE CONTENT YOU CONSUMED?
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GEN
ERIC
WHY? STOP THIS MADNESS!
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how your customers
buy today
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Have a Need
90%
Start on Google
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Research Options Research
Options
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Research Options Research
Options
ORGANIC - 92% CLICK HERE
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Trust
Networks
ENGAGED WITH SALES VIA TWITTER
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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
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Your consumer has changed,
They are in control.
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HOW CAN YOU DO MARKETING THAT Your Buyer WILL LOVE?
?
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The Inbound Funnel Persona Driven Content + Context
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Sydney Operation:
Sales, Services, Support
20 SydSpotters
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Inbound marketing is showing solid adoption globally
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0102030405060
703030
80
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Proving ROI is a key priority and challenge for marketers
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Sales are prioritising leads from Inbound sources
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Marketers are shifting budgets and priorities from traditional marketing to Inbound
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WHAT IS INBOUND MARKETING?
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NURAH MAHAMAD
Snr. Inbound Strategist
@localglobetrotr
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Your outbound messaging strategy is LITERALLY making your leads sick.
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MARKETERS HAVE BEEN BAD.
#GrowWithHubSpot
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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
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The buyer is in control.
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#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
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1. The Recipe for Success.2. Contextual Marketing | Lead Nurturing 2.03. Three Keys to Contextual Marketing.4. Customer Insights.
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1 The Recipe For Success.
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RECIPE for success
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PERSONAS:Your secret ingredient for effective lead nurturing.
#GrowWithHubSpot
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What is a BUYER PERSONA?
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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.
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GoalsChallenges
Measurements of Success
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GoalsChallenges
Measurements of SuccessBehavioural Patterns
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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
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single customer view
An aggregated, consistent and holistic representation of
the data known by a company
about its customers.
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#INBOUND14
14%of Marketers say they were strongly capable of creating a single view of the customer.-eMarketer
#GrowWithHubSpot
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If you don’t nail down your buyer personas, every aspect of your lead nurturing will suffer.
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91%Of marketers say they
use content in their marketing
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91%Of marketers say they
use content in their marketing
42% say they are
effective at it.
...but only
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THE BUYER’S JOURNEY The active research process a potential buyer goes through leading up to a purchase.
#GrowWithHubSpot
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THE BUYER’S JOURNEYingredient two:
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Map content to the
Buyer’s Journey
Ingredient three:
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Tailor all content, existing and future, to each relevant stage of the Buyer’s Journey.
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Content TypeRelevant& Format
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Content TypeRelevant
Keywords &
Topics& Format
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Content TypeRelevant
User BehaviourResearch Needs
Keywords &
Topics& Format
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Content TypeRelevant
User BehaviourResearch Needs
BUYINGCYCLESTAGE
Keywords &
Topics& Format
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Nurah, I’ve already got workflows and
drip campaigns.
Plus, I already got ma lead nurturing did… right?
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Modern technology and the behavior of the
modern buyer has grown
the complexity of nurturing leads through the
sales funnel.
#GrowWithHubSpot
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2 Contextual Marketing:Lead Nurturing 2.0
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#INBOUND14
NOBODY wakes up and thinks:
“I HOPE TO GET
MARKETED TO TODAY.”
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08in 2012
12in 2000
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(source: DemandGen)
Leads nurtured with targeted content produce an increase in sales opportunities of more than 20%.
#GrowWithHubSpot
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#INBOUND14
43%Marketers globally say that their priority is to translate a deep knowledge of their customers into a relevant interaction.-Marketing Charts
#GrowWithHubSpot
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#INBOUND14
39%Of marketers globally say that understanding their customers and translating that into relevant actions is their biggest challenge.-Marketing Charts
#GrowWithHubSpot
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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.
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Deliver the right content to the right person at the right time.
#GrowWithHubSpot
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1
2
3
Gather
Personalise
Sell
Three Keys to Contextual Marketing:
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GatherAcquiring information across all touch points.
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Gather explicit data from form submissions.
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Form fields should serve to
qualify leads, assign Buyer
Personas and ask direct questions
relative to the sales process.
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Gather implicit data from
user behavior.
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PERSONAS: Explicit and implicit data will build the 360° view of your Persona.
#GrowWithHubSpot
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PersonaliseTailoring the experience across every interaction.
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#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
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Segmentation
WORKS!
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Personalised emails improve click-through rates by as much as 14%, and conversion rates by as much as 10%.
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Device
Persona
Weather
Location
Lifecycle Stage
Time of Day
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Personalisation on Website Pages and Landing Pages
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Smart Calls-to-Action
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Smart Calls-to-Action
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Smart Calls-to-Action
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Smart Calls-to-Action
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Source: Marketing Charts
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Mobile has now outpaced desktop!
Source: Marketing Charts
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Please stop making Nurah throw her phone
through the wall.
#GrowWithHubSpot
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Use Smart Rules to change content based on browsing device.
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What if you don’t know a lead?
#GrowWithHubSpot
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Anonymous Personalisation:
Customise content for visitors based on their Country IP.
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Anonymous Personalisation:
Customise content for
visitors based on their Referral
Source
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Progressive Profiling
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Social Media Monitoring
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Automatic Colour- Coded Monitoring Dependent on where they are in their lifecycle with your business.(lead, opportunity, customer, hero)
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82% of consumers are more likely to trust a company whose CEO and leadership team are active on social media
#GrowWithHubSpot
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SellBuilding context into the sales process.
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The goal of Contextual Marketing is to prevent any potential friction through the sales funnel.
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Send notifications on key activities direct to your
inbox.
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Leverage implicit and
explicit data to build stronger relationships
with your prospects and
leads.
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Build social media
streams based on
segmented lists of
contacts.
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Don’t forget to engage or respond in real time and with useful information!
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Don’t forget to engage or respond in real time and with useful information!
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People have problems. Your company has answers. Be the conductor of that information & solve a problem.
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Let’s start with a story.
Customer Insights
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@yourtutor | #TBD
CarolineHALLIDAYDirector of Consumer Marketing
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SOLUTION1 + 1 = ? 2 + 1 = ? 3 + 1 = ?
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#GrowWithHubSpot
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#GrowWithHubSpot
Let’s go back to 1965.
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#GrowWithHubSpot
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#GrowWithHubSpot
Introspective opening?
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#GrowWithHubSpot
Introspective opening?
Good positioning & social proof?
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#GrowWithHubSpot
Introspective opening?
Good positioning & social proof?
Testimonials?
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#GrowWithHubSpot
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#GrowWithHubSpot
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#GrowWithHubSpot
Create marketing that people .
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HUG Melbourne #HUGMEL@HubSpot@RyanBonnici
GrowwithHubSpot
Does textSYDNEY
THANK YOU!!!