Turning Clicks Into CustomersInbound Marketing and Content

“A skilfully executed inbound marketing campaign is 10 times more effective at conversion than traditional outbound methods”Source: Gartner

“Compared to Outbound only and aligned Inbound and Outbound approach can result in 40-60% more enquiries, 53% fewer Leads to Close one deal, 40-70% lower cost per lead and 60% more marketing sourced pipelimne”Source: Sirius Decisions

“60% of companies have adopted some element of the inbound marketing methodology into their overall strategy”Source: Hubspot

Why should I care about Inbound?

“As much as 50-70% of the buying cycle is now complete before engagement with sales occurs”Source: Sirius Decisions

78% of B2B buyers start their research with searchSource: Demand Gen Report

“B2B companies that blog generate 67% more leads per month than those who do not blog”Source: Social Media B2B

Why should I care about Inbound?

As a marketer you can no longer dismiss Inbound as a black art practised and handled by your web team

Need to take an integrated approach to Inbound and Outbound marketing

If 50-70% of the buying cycle is now completed before any engagement with sales occurs, you must regain control of this percentage group

Inbound Building Blocks: Buyers Journey

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Customer Buying Experience

Inbound Building Blocks: Buyers Journey

Find out where your buyers ‘hang-out’ and place content that is relevant to them

Guide them through the journey by serving up content that is appropriate to their stage of the journey

Let’s look at a way you categorise your content to help…

Inbound Building Blocks: Buying Personas

First understand who the buyers are and their typical pains, drivers and motivations

A formal way of doing this is building Buying Personas, as demonstrated in the next slide

This is a fictitious persona for Mandy Lewis, a manager level marketer…

Inbound Building Blocks: Buying Personas

Inbound Building Blocks: Buying Personas

Next we look at the content requirements at each buying stage for the persona

Remember early stage is all about empathy and thought leadership - later stages are about product/service

Consider: - Drivers/motivation at each stage- Questions they may need answering- Value proposition at each stage- What they are most likely to respond to

In depth discussions with Sales really helps here, as well as discussions with existing customers

Inbound Building Blocks: Buying Personas

Inbound Building Blocks: Content Catalogue

So now we can start cataloguing our content There are three main axes represented by the cube on

the following slide:- Buying stage- Persona- Type of content

Inbound Building Blocks: Content Catalogue

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Sales M

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Webinars

White Papers

Case Studies

Videos

Customer

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Inbound Building Blocks: Content Catalogue

So content for Mandy is contained in the blue slice of our catalogue

We can see if we have enough content for nurture at that stage

Lastly, keep it up to date and refreshed

Turning Clicks into Customers

Create personas Define your buyers journey Create a content

catalogue

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Takeaways