Halifax, Nova Scotia #HALIHUG

Michael Ewing Customer Success & Programs Manager, HubSpot @inboundcommerce

Tweet during presentation with #HALIHUG

AGENDA

1  Inbound Marketing & HubSpot

2  Buyer Personas

3  Inbound Marketing Campaigns

4  A Special Treat..

5  Q&A

What is inbound marketing?

  Inbound

marketing is a fundamental shift in how we relate

to potential customers

START ATTRACTING consumers through relevant, useful, easy-to-

find content when they need it.

STOP FORCING leads through your decision process.

86% skip TV ads

91% unsubscribe from email

200M on the Do Not Call list

44% of direct mail is never opened

BROKEN.

THE OLD MARKETING PLAYBOOK

IS

#HALIHUG

VS.

Cold Calling SPAM

Interruption Thinks like a Marketer

SEO Blogging Attraction Thinks like a Customer

OUTBOUND INBOUND

Now, why do inbound marketing with HubSpot? Here’s 3 Reasons.

1. Brian Halligan – HubSpot CEO

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2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

HubSpot Raises $32 Million in Funding

HubSpot Makes Two Acquisitions

HubSpot Founded

HubSpot Opens European Office

Announces & HubSpot CRM

HubSpot Opens Australia Office

Number of HubSpot Customers

IPO

Named #2 Fastest Growing Software Company

12,478 as of September, 2014

2. HubSpot’s Rapid Growth

HubSpot invented INBOUND MARKETING. 3.

An inbound marketing software platform with all the tools you need in one place.

Strangers

Visitors

Leads

Customers

Promoters

Social Media

Forms

Email Optimization

Blog SEO Sites Mobile Optimization

Calls-to-Action Landing Page Optimization

CRM Synch #

Lead Scoring

Sales Alerts

Personalized Email + Web + Social

Nurturing

Feedback Forms Email + Web + Social Engagement

ATTRACT

CONVERT

CLOSE

DELIGHT

ALL THE TOOLS TO CREATE MARKETING PEOPLE LOVE.

INBOUND à à $*.

*$65 million in revenue from inbound leads

It’s hard to buy todays customers,

you earn them.

Buyer Personas.

gInbound

Marketing Campaigns.

r+

Buyer Personas. g

Know Your Customer

White

Buyer Personas

Building Buyer Personas tell us who we are creating content for and why they will buy from us.

What is a Buyer Persona?

Semi- fictional representations of your ideal customer based on real data and some select

educated speculation about customer demographics, behavior patterns, motivations, and

goals.

What is a Buyer Persona?

Fictional characters that represent your DREAM

customers

Buyer Personas ARE

1-Page Buyer Personas Examples.

MARKETING MARY •  Professional marketer (VP, Director, Manager) •  Mid-sized company (25-200 employees) •  Small marketing team (1-5 people) •  BComm (BU), MBA (Babson) •  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

OWNER OLLIE •  Business owner (Founder, President, Partner) •  Small business (1-10 employees) •  Industry expert with no marketing experience •  BA History (University of Illinois) •  44, Married, 3 Kids (20, 16, and 11) Goals: •  Deliver on past sales •  Generate new sales •  Keep the business running Challenges: •  Lack of marketing expertise •  No control over marketing assets •  No time or budget for marketing

Loves HubSpot because: •  Get more sales and leads •  Get control over marketing assets •  Learn Inbound Marketing

ENTERPRISE ERIN •  Director of Marketing Operations

(VP Marketing , Product Marketing) •  Large company (200-2,000 employees) •  Marketing team of 15+ •  BS (Merrimack), MBA (Bentley) •  30, Married recently Goals: •  Demand/pipeline generation •  Campaign execution and coordination Challenges: •  Working with sales •  Data & technlogy overload •  Selling use cases to IT, Legal,

Sales, Execs

Loves HubSpot because: •  Integration with all of her systems •  Homebase for marketing with takeaways •  Easy to execute on campaigns •  Stay at the forefront of marketing

HUBSPOT’S PERSONAS

Marketing Mary PRIMARY PERSONA

Placeholder image

Owner Ollie Enterprise Erin

SECONDARY PERSONAS

USE BUYER PERSONAS TO CREATE QUALIFIED CONTACTS

Know what they need

Create Content Tailored to Your Personas

Create Content For Personas Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

Enterprise Erin Owner Ollie

Create Content That Attracts Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

Create Content That Converts Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

Create Content That Closes Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

Create Content That Delights Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

INBOUND MARKETING CAMPAIGNS.

r

FIRST A DEFINITION OF WHAT A CAMPAIGN IS.

Marketing campaigns

A specific, defined series of activities used in marketing a new or changed product or service, or in using new marketing channels and methods.

Source: Entrepreneur.com/encyclopedia

Inbound marketing campaigns

Concentrated efforts that align all of your marketing channels around a single offer and goal.

Offer  to  Generate  New  Email  Contacts  

Adver7se  Offer  On  Your  Website  

Market  Offer  to  Exis7ng  Contacts  

A@ract  Leads  Through  Blogging  

Use  Social  Media  To  Promote  

Measure  Performance  with  Data  

Inbound    Marke7ng  Campaigns  

Offer  

LP  +  CTA  

Email  

Blog  

Social    

Analy8cs  

Offer  

LP  +  CTA  

Social    

Blog  

Email  

Let’s Do This.

My treat to you…

Free

Project Management Assistance with your next Inbound Campaign

Hubspot.com/campaign-assistance