data-driven marketing roadshow hubspot - march 27, 2014
DESCRIPTION
Presentation by HubSpot VP Business Development EMEA Kieran Flanagan. Data-Driven Marketing Road Show at DCU The Helix, Dublin, March 27 2014TRANSCRIPT
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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
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Research Options
Research Options
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TrustNetworks
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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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Convert
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Retain Customers
Retain
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Your consumer has changed,
They are in control.
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Don’t Interrupt
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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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1 BUYER PERSONAS
KNOW YOUR BUYER
PERSONAS11Buyer
Personas
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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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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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To create buyer personas for your company you need to know
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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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Brainstorm7 to 10people
Interview Prospects
& Customers
Write Personas
(500 – 700)
Find a Photo
Test
Where do you get that information from? How can you use that information to create your buyer personas?
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3Create
Marketing Assets
Create a Content Machine23Create 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
2006 2007 2008 2009 2010 2011 20120
2000000
4000000
6000000
8000000
10000000
12000000
14000000
TRAFFIC TO HUBSPOT.COM
We started here
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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)
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Be Scrappy
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Great content teams suck invaluable information
Great content teams suck invaluable information
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ASSETS MEAN YOU OWN YOUR MARKETING
Vs70%
of our blog leads are from OLD articles
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Curated
Short Term Traffic
Long Term Traffic
AudienceQuality
Virality
ThoughtLeadershi
p
How toPosts
NewsJacking Lists
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Curated
Short Term Traffic
Long Term Traffic
AudienceQuality
Virality
ThoughtLeadershi
p
How toPosts
NewsJacking Lists
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Curating Content
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Curated
Short Term Traffic
Long Term Traffic
AudienceQuality
Virality
ThoughtLeadershi
p
How toPosts
NewsJacking Lists
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Curated
Short Term Traffic
Long Term Traffic
AudienceQuality
Virality
ThoughtLeadershi
p
How toPosts
NewsJacking Lists
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Teach people how to do something
Trend for “how to”
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Curated
Short Term Traffic
Long Term Traffic
AudienceQuality
Virality
ThoughtLeadershi
p
How toPosts
NewsJacking Lists
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Curated
Short Term Traffic
Long Term Traffic
AudienceQuality
Virality
ThoughtLeadershi
p
How toPosts
NewsJacking Lists
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Awareness
Evaluation
Purchase
What content ideas are a good fit for your buyer personas in the awareness stage?
What content ideas are a good fit for your buyer personas in the evaluation stage?
Map those content ideas across your funnel to make sure you have the right content for each stage.
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3Create
Marketing Assets
Create a Content Machine23Context to Personalise your Funnel4
USING CONTEXT
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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 CUSTOMERSI’m
already a customer
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THANK YOU!