creating content for the middle of the funnel for lead nurturing campaigns
Post on 19-Oct-2014
2.638 views
DESCRIPTION
Going beyond the top of the funnel basic content offers, this session will highlight how to progress buyers to richer, more engaging interactions, such as a product demo or trial, to ultimately convert. The session also will highlight the types of content that work for middle of the funnel nurturing campaigns that help move prospects closer to buyers.TRANSCRIPT
Creating Content for the Middle of the Funnel
I’m Jeanne Hopkins. Nice to meet you.
@jeannehopkins VP, Marketing @HubSpot
The Inbound Marketing Philosophy
Telling HubSpot’s Marketing Story
White Bread vs. Wheat Bread Leads
1
3 Measuring Your Marketing
2
4 5
Agenda
Questions
Inbound Marketing Philosophy
For decades, marketing focused on pushing messages out.
7
86% skip TV ads
91% unsubscribe
200m Say DO NOT CALL
44% of direct mail is never opened
Be more inbound to draw people in at all stages of the sales and marketing process.
“Here’s some exceptional content, useful data &/or awesome service. Enjoy.”
Renting an Audience…
...vs Building Assets
How Inbound Marketing WORKS.
1 Get Found
of B2B executives use search engines to find goods & services for their business.
73%
2 Convert
3 Analyze
1 Get Found
2 Convert
3 Analyze
( INBOUND )
MARKETING
HubSpot Marketing Story
Get Found
of B2B executives use search engines to find goods & services for their business.
73%
18
Circa 2007
10 Beta Customers
2 Leads Per Day
5 Employees
$x Small seed investment
by Founder
Customers
2006 2007 2008 2009 2010 2011
48317
1150
3855
5961
3
Convert
Leads
22
White Bread Leads
24
Wheat Bread Leads
Analyze
Wheat Bread Lead Value
VSB
$22.18
$21.72
$3.97
$3.50
$0.42
Marketer
$138.86
$80.92
$56.09
$31.27
$6.44
Enterprise
$166.06
$111.16
$67.25
$21.96
$2.74
Experiments
$29.44
$39.99
$5.71
$3.08
$0.44
VAR
$22.33
$27.21
$9.75
$6.50
$0.61
Demo
Contact Sales
IMA
Free Trial
White Bread
Wheat Bread Leads
Wheat Bread Leads
Wheat Bread Leads
Assessment Offer
Free Trial Offer
Assessment Offer
Assessment Offer
Demo Offer
10+ Behavior-Based Lead Nurturing Series
Lead Nurturing Emails
Convert • 5-7% overall conversion rate • 1,200 landing pages with 45%
conversion rate • Hundreds of social media
messages / month • 50-90 segmented and targeted
emails / month • 10+ behavior-based lead nurturing
series • Intelligence about lead behavior
drives alerts for sales team • 10,000 MQLs given to sales each
month
3 Analyze
Data is your friend.
1,200 Landing Pages
45% conversion rate
50-90 Targeted eMails/Month
VISITS
PROSPECTS
LEADS
OPPS
CUST
WO. LEADS
Measure each stage of your sales & marketing process.
Visitors Leads Sales SEO
Social Media
Drill into each source to diagnose.
Set targets for each key metric.
0%
20%
40%
60%
80%
100%
21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0
% P
rogr
ess
to G
oal
Business Days Left in Month
Actual Goal
Measure progress DAILY.
What does Your Wheat Bread Look Like?
How Much are Those Leads Worth?
Develop Calls-to-Action
1
3 Use All Available Real Estate
2
4 5
Summary
Measure and Report
What is HubSpot?
SEO Consultants
+ +
+ +
+
You can do marketing this way.
51
All-in-OneMarketing Software
Or you can do marketing this way.
52
All-in-OneMarketing Software
Search Engine Optimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead Management
15 small group workshops
6 inspiring keynotes
50+ breakout sessions
7 learning tracks
3 days
2000 inbound marketing professionals
0 reasons not to GO!
REGISTER TODAY! http://inbound2012.eventbrite.com/
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www.InboundConference.com
54
All-in-OneMarketing Software
Free & Instant Assessment of Your Marketing: http://Marketing.Grader.com
Jeanne Hopkins Twitter.com/jeannehopkins Linkedin.com/in/jeannehopkins [email protected] www.HubSpot.com