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INBOUND MARKETING: Your Secrets to Success.
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat [email protected]
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Kieran Flanagan@searchbrat“Highly motivated
marketing geek high
on data crack.”
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Our Inbound Marketing Methodology
Source - http://www.hubspot.com/products/inbound-marketing/
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for how your customers
buy today
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Have a Need
65% Europeans
88% UK B2B
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Research Options
Research Options
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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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Retain Customers
Retain
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Your consumer has changed,
They are in control.
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Be What’s Consumed
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Inbound Marketing
is the art of
creating persona
driven marketing
across your entire
funnel.
@Searchbrat
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How You Can be
Successful with
Inbound Marketing.
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1BUYER
PERSONAS
KNOW YOUR BUYER
PERSONAS11 Be Relevant
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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
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@CMIContent
“54% of b2b
marketers are
going to increase
their spend on
content marketing
this year.”
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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
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Researching Your Personas:Know What To Ask.
1
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Persona Profile Checklist
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Researching Your Personas:Know Who To Ask.
2
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Research your
customers
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Listen on
Social Media
Segment Your Lists
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Use Lead
Intelligence
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Form fields
Woah!
Wow!
Cool!
Good to know! Yes!
Awesome!
Great!
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Talk to sales The biggest
problem our
prospects have
is…
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3Create
Marketing Assets
Create a Content Machine22Create a Content Machine
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@TheSalesLion
Great content is the
best sales tool in
the world.
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“It’s easy for HubSpot to talk about content. They have lot’s of resources.”
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Close
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TRAFFIC TO HUBSPOT.COM
We started here
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Close
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2000000
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TRAFFIC TO HUBSPOT.COM
Don’t give up
(Persistent & Consistent)
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Close
Recycle
Curated
Created
CoMarket
Resources
Required
Expected Results
YOUR CONTENT TYPES
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Close
Recycle
Curated
Created
CoMarket
Resources
Required
Expected Results
YOUR CONTENT TYPES
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Close
Curating Industry
News
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Close
Curating Industry
News
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Close
Recycle
Curated
Created
CoMarket
Resources
Required
Expected Results
YOUR CONTENT TYPES
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Close
NewsJacking
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Close
Data Driven
Content
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Close
Data Driven
Content
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Close
Interactive Tools
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Close
Recycle
Curated
Created
CoMarket
Resources
Required
Expected Results
YOUR CONTENT TYPES
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Blog & eBooks Tools Photos Videos & Podcasts Presentations
RECYLCE IN LOTS
OF FORMATS
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Close
Recycle
Curated
Created
CoMarket
Resources
Required
Expected Results
YOUR CONTENT TYPES
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Close
Think
Partnerships
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THINK LIKE A PUBLISHING COMPANY.
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Great content teams suck in
valuable information
Great content teams suck in
valuable information
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ASSETS MEAN YOU OWN YOUR MARKETING
Vs
70%of our blog
leads are from
OLD articles
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3Create
Marketing Assets
Create a Content Machine23
Context to Personalise your
Funnel3USE CONTEXT
TO PERSONALISE
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PERSONALISE YOUR MARKETING
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Enterprise Erin Owner Ollie
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ATTRACT QUALIFIED VISITS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
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CONTEXT TO PERSONALISE
DelightI’m a leadI’m a new
visitor
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CONVERTS INTO QUALIFIED LEADS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
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CONTEXT TO SEGMENT
DelightI love this
topic
Easily send follow up offer
to all people who download
this content
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CLOSES ACTUAL SALES
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
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CONTEXT TO SELL MORE
DelightI am ready
to be called
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DELIGHTS YOUR CUSTOMERS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
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CONTEXT TO DELIGHT CUSTOMERS
I’m already
a customer
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4MEASURE LIKE
a BOSSAct like a Sales
team4Act like a Sales
team4
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Align Your Marketing & Sales
€
Demo
€
Trial
€
Contact
Sales
€
IMA
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Measure daily, Evolve Fast