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INBOUND MARKETING: Your Competitive Advantage.
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat [email protected]
Our Inbound Marketing Methodology
Source -
http://www.hubspot.com/products/inbound-
marketing/
for how your customers
buy today
4
meet your buyer
Dave
Dave has a need
so he starts his search with Google
65% of European
consumers do
research online
before purchasing.
Source: Consumer Barometer
Dave wants to ask his network
Dave wants to ask his network
The Netherlands
is the top country
in internet
penetration for
Linkedin with a
reach of 26.1%
He likes to educate himself
rather than speak with a sales person
and converts when his ready
Your consumer has
changed, Dave is in control.
HOW CAN YOU
DO YOU
MARKETING
THAT DAVE WILL
LOVE?
?
@Searchbrat
Inbound Marketing
is the art of
creating persona
driven marketing.
THE MAIN
TOOLS
OF AN
INBOUND
MARKETER
BUILD MARKETING
ASSETSCREATE VALUEABLE
OFFERS
USE CONTEXT TO
PERSONALISE
DATA DRIVEN
PERSONA
DEVELOPMENT
THE MAIN
TOOLS
OF AN
INBOUND
MARKETER
BUILD MARKETING
ASSETSCREATE VALUEABLE
OFFERS
USE CONTEXT TO
PERSONALISE
DATA DRIVEN
PERSONA
DEVELOPMENT
1
You need to know who your
Dave is?
Identify key Information about your Persona.
what are their goals?
what are their
challenges?
how can we help?
Brainstorm
7 to 10
people
Persona
Modeling
Interview
Prospects
& Customers
Write
Personas
(500 – 700)
Find a Photo
Test
?
Understand how Dave searches
So you can be visible across the funnel
Awareness
Evaluation
Purchase
What keywords are used here. What content is
relevant here
What keywords are used here. What content is
relevant here
Grouping your keywords helps map them to content.
Awareness
Evaluation
Purchase
Grouping your keywords helps map them to content.
How to get more
leads ?
Lead generation with
Hubspot?
THE MAIN
TOOLS
OF AN
INBOUND
MARKETER
BUILD MARKETING
ASSETSCREATE VALUEABLE
OFFERS
USE CONTEXT TO
PERSONALISE
DATA DRIVEN
PERSONA
DEVELOPMENT
@Searchbrat
Your Marketing
team should be
creating assets that
add real value to
your business
HOW DO YOU DEFINE A
MARKETING ASSET?
increasein webtraffic
GeneratesSocial PR
generatesInbound
links
generatesleads
createssales
ASSETS CAN BE BIG
Free Interactive Tool
4 million users
Great PR coverage
500,000+ opt-in
emails
THEY CAN REALLY IMPACT GROWTH
They educate and talk to
your customers pain points
EASY-TO-FIND CONTENT WILL HELP PULL PEOPLE TOWARDS YOUR SITE.
NEED TO BE A PUBLISHING COMPANY FOR YOUR MARKET.
“WHAT WOULD OPRAH DO?”
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
2006 2007 2008 2009 2010 2011 2012
Top 3
source of
leads
BLOGGING IS A GREAT ASSET TO HAVE
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
2006 2007 2008 2009 2010 2011 2012
10% visit
Hubspot.com
IT CAN REALLY HELP GET YOU FOUND
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
2006 2007 2008 2009 2010 2011 2012
10-20% Lead conversion rate
AND CONVERTS REALLY WELL
BLOGGING IS AN IMPORTANT ASSET IN TECH
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Important Somewhat Important Somewhat Unimportant
Not Important Don't know/not applicable
ASSETS MEAN YOU OWN YOUR MARKETING
V
s
70%of our blog
leads are from
OLD articles
THE MAIN
TOOLS
OF AN
INBOUND
MARKETER
BUILD MARKETING
ASSETSCREATE VALUEABLE
OFFERS
USE CONTEXT TO
PERSONALISE
DATA DRIVEN
PERSONA
DEVELOPMENT
CREATE AN OFFER OF VALUE.
CREATE AN OFFER OF VALUE.
#SOIM 2013 a lot
bigger
- 3500 participants
- US vs INTL data
REPURPOSE IN LOTS OF WAYS
Initial Whitepaper &
Statistics
Presentations or
Webinar on Findings
+ Slidedeck
Blog Posts that
Focus on Key
elements
+CREATE A CONVERSION PATH.
CALL TO ACTION
LANDING PAGE
PROMOTE THROUGH YOUR CHANNELS.
THE MAIN
TOOLS
OF AN
INBOUND
MARKETER
BUILD MARKETING
ASSETSCREATE VALUEABLE
OFFERS
USE CONTEXT TO
PERSONALISE
DATA DRIVEN
PERSONA
DEVELOPMENT
CONTEXT IS PERSONAL.
NOT ONE SIZE FITS ALL.
CONTEXT IS PERSONAL, NOT ONE SIZE FITS ALL.
PERSONAL IS GOOD.
WHAT ARE YOUR CUSTOMERS INTERESTS ?
OFFER WHAT THEY NEED.
Remember I said
our conversion
rate was 10-20%
WHERE ARE THEY IN THE BUYING CYCLE?
I’ve already got
this.
I am ready for this
ASK THE RIGHT QUESTIONS
THEY NEED HELP WITH DIFFERENT THINGS
get
trafficI get emails that help me with this
get
leads
get
customers
I get emails that help me with this
I get emails that help me with this
PERSONALISE THEIR EXPERIENCE
THE MAIN
TOOLS
OF AN
INBOUND
MARKETER
BUILD MARKETING
ASSETSCREATE VALUEABLE
OFFERS
USE CONTEXT TO
PERSONALISE
DATA DRIVEN
PERSONA
DEVELOPMENT
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Proving the ROI of our marketing activities
Securing enough budget
Finding an executive sponsor
Training my team
Controlling my
technology or website
Targeting content for
an international
audience
Hiring top talent
Other : Please
describe
What are your company’s top marketing challenge?
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Proving the ROI of our marketing activities
Securing enough budget
Finding an executive sponsor
Training my team
Controlling my
technology or website
Targeting content for
an international
audience
Hiring top talent
Other : Please
describe
What are your company’s top marketing challenge?
Being able to measure
marketing is important
KNOW HOWYOU ARE PERFORMING ACROSS THE ENTIRE FUNNEL
Visits 25,199
Prospects 7,458
Opps Created 1,828
Demos Delivered
681
Customers
248
Align Your Marketing & Sales
€
Demo
€
Trial
€
Contact
Sales
€
IMA
Measure daily, Evolve Fast
Inbound Marketing
works for tech
Inbound Marketing budget 2013 vs2012?
Higher63%
Lower7%
No Change21%
Don’t know/not applicable
9%
Most important leads over the last 6 months?
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%
We Sell Software !!
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
2006 2007 2008 2009 2010 2011 2012
TRAFFIC TO HUBSPOT.COM
TRAFFIC TO BLOG.HUBSPOT.COM
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
2006 2007 2008 2009 2010 2011 2012
93%of customers reported
an increase in leads
38% of those customers
doubled their lead flow in just
12 months
Hubspot’s customer
base added
46,133,635
contacts with inbound marketing
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat [email protected]
INBOUND MARKETING: Your Competitive Advantage.
