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INBOUND MARKETING: Your Secrets to Success.
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat [email protected]
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
Inbound Marketing is the art of creating persona driven marketing across your entire funnel.
@Searchbrat
“”
of European marketers are focused on reaching the right audience, and converting them into leads.
23%
of European marketers are focused on reaching the right audience, and converting them into leads.
23%
Resource: http://offers.hubspot.com/2013-state-of-inbound-marketing-europe
#inbound12
Buyer Personas
Building Buyer Personas tell us who we are creating content for and why they will buy from us.
@CMIContent
“”
“72% of UK B2B Marketers will be producing much more content next year than they did this year.”
Semi- fictional representations of your ideal customer based on real data and some
select educated speculation about customer demographics, behavior patterns,
motivations, and goals.
What is a Buyer Persona?
MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (DIT), MBA (Smurftt)• 42, Married, 2 Kids (10 and 6)
Goals:• Support sales with collateral and leads• Manage company communications• Build awareness
Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess
Loves HubSpot because:• Easy to use tools that make her life
easier• Learn inbound marketing best
practices• Easier reporting to sales and CEO
Close
2006 2007 2008 2009 2010 2011 20120
2000000
4000000
6000000
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10000000
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TRAFFIC TO HUBSPOT.COM
We started here
Close
2006 2007 2008 2009 2010 2011 20120
2000000
4000000
6000000
8000000
10000000
12000000
14000000
TRAFFIC TO HUBSPOT.COM
Don’t give up (Persistent & Consistent)
3Create
Marketing Assets
Create a Content Machine23Context to Personalise your Funnel3
USE CONTEXT
TO PERSONALISE
PERSONALISE YOUR MARKETING
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Enterprise Erin
Owner Ollie
CONVERTS INTO QUALIFIED LEADS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
CONTEXT TO SEGMENT
DelightI love this
topic
Easily send follow up offer to all people who download this content
KNOW HOWYOU ARE PERFORMING ACROSS THE ENTIRE FUNNEL
Visits 25,199
Prospects 7,458
Opps Created 1,828
Demos Delivered 681
Customers 248