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A Crash Course in Inbound MarketingHow your startup can use marketing to get more customers
Christian MongilloBusiness Development
@HubSpot for Startups
HubSpot is a software company that helps
businesses grow and scale their marketing and
sales.
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
People‘s behaviourshave changed. They‘re tuning outtraditional marketing tactics.
In order to attractcustomers,
marketers have to provide them with something
they love.
DefinitionInbound Marketing
Is a holistic, data-driven approach to marketing that attracts individuals to your brand and converts them into lasting customers.
Cold CallingCold Emails (SPAM)
Interruptive AdsMarketer - Centric
TraditionalSEO
Blogging1:1 Messaging
Attraction Customer - Centric
InboundVS
What Makes Inbound Different?
Attract
BlogKeywords
Social Media
Convert
FormsCalls-to-actionLanding Pages
Close
EmailAutomation
Sales Enablement
Delight
EventsSocial Media
Dynamic Website
How does inbound marketing work?
Visitors Leads Customers PromotersStrangers
Can you out-help
your competitors?
(helping is hard!)
The company that bestsolves for the customer wins.
@cmongi02 | #HubspotforStartups | @HubSpotStartups
Attract Visitors
Convert Leads
Close Customers
THE INBOUND MARKETING FUNNEL
Convert Leads
@KatWarboys | #GrowWithHubSpot | @HubSpot
Attract Visitors
Convert Leads
Close Customers
HOW TO CONVERT WEB VISITORS INTO LEADS
@KatWarboys | #GrowWithHubSpot | @HubSpot
CREATIONContent
1
@KatWarboys | #GrowWithHubSpot | @HubSpot
are you creating content for?
WHO
@KatWarboys | #GrowWithHubSpot | @HubSpot
Create a buyer persona based on your ideal customer.
@KatWarboys | #GrowWithHubSpot | @HubSpot
Growth GaryDemographics:
• Boutique agency (5-20 employees)
• Account Manager
• Undergrad Degree
• Aged 30, career-orientated
Goals:
• Grow revenue for agency
• Increase KPIs for clients
• Be recognised as a top agency
Challenges:
• Unpredictable amount of work
• Client retention
• Can’t find metrics to validate success
@KatWarboys | #GrowWithHubSpot | @HubSpot
YOURBUYERPERSONAINFORMSYOURSTRATEGY:
Place Time
Content
@KatWarboys | #GrowWithHubSpot | @HubSpot
How do you decide
WHAT CONTENTTO CREATE?
@KatWarboys | #GrowWithHubSpot | @HubSpot
WHAT’S YOUR PERSONASEARCHING FOR?
Ask yourself:
@KatWarboys | #GrowWithHubSpot | @HubSpot
GOOGLE ALERTS1.
@KatWarboys | #GrowWithHubSpot | @HubSpot
GOOGLE TRENDS2.
@KatWarboys | #GrowWithHubSpot | @HubSpot
GET IDEAS FROM REAL, LIVE HUMANS.
3.
Industry podcasts
FAQs from customers
(and those who didn’t turn into customers)
Talk tosales reps
Rants from executives
Internal documents
@KatWarboys | #GrowWithHubSpot | @HubSpot
COMPELLING?What makes your content
Relevance Timeliness UniquenessValue
@KatWarboys | #GrowWithHubSpot | @HubSpot
• Free White-papers
• Free Guides & Tips
• Free eBooks
• Free Checklists
• Free Videos
• Free Kits
AWARENESS STAGE
• Free Webinars
• Case Studies
• Product Spec
• Free Events
CONSIDERATIONSTAGE
• Free Trials
• Demos
• Free Consultations
• Estimates or Quotes
• Free Samples & Discounts
DECISION STAGE
AUDIENCE?What format best serves your
@KatWarboys | #GrowWithHubSpot | @HubSpot
OPTIMIZATIONContent
2
@KatWarboys | #GrowWithHubSpot | @HubSpot
LET’S SAY YOU’RE CREATING BLOG CONTENT
companies who prioritise blogging are 13x more likely to achieve a positive ROI.
13x
@KatWarboys | #GrowWithHubSpot | @HubSpot
LET’S SAY YOU’RE CREATING BLOG CONTENT
companies who prioritise blogging are 13x more likely to achieve a positive ROI.
13x
@KatWarboys | #GrowWithHubSpot | @HubSpot
LET’S SAY YOU’RE CREATING BLOG CONTENT
companies who prioritise blogging are 13x more likely to achieve a positive ROI.
13x
@KatWarboys | #GrowWithHubSpot | @HubSpot
HOOK YOUR READER WITH CURIOUSITY
@KatWarboys | #GrowWithHubSpot | @HubSpot
COSCHEDULE HEADLINE ANALYSER
@KatWarboys | #GrowWithHubSpot | @HubSpot
MAKE CONTENTEASY TO READ
@KatWarboys | #GrowWithHubSpot | @HubSpot
Source: Nielson Norman Group
79% of readers skim, while only 16% read every word on a page.
@KatWarboys | #GrowWithHubSpot | @HubSpot
MAKE CONTENTEASY TO SHARE
@KatWarboys | #GrowWithHubSpot | @HubSpot
WORD COUNT VS AVERAGE SOCIAL SHARES
@KatWarboys | #GrowWithHubSpot | @HubSpot
MAKE YOUR CONTENTMORE SHAREABLE
@KatWarboys | #GrowWithHubSpot | @HubSpot
MAKE YOUR CONTENTMORE SHAREABLE
There is a 19% increase in
retweets when you include a quote.
@KatWarboys | #GrowWithHubSpot | @HubSpot
MAKE YOUR CONTENTMORE SHAREABLE
There is a 17% increase in
retweets when you include a stat.
@KatWarboys | #GrowWithHubSpot | @HubSpot
DISTRIBUTIONContent
3
@KatWarboys | #GrowWithHubSpot | @HubSpot
SOCIAL MEDIA
@KatWarboys | #GrowWithHubSpot | @HubSpot
2015 B2B Content Marketing Trends - North America: Content Marketing Institute / MarketingProfs
B2B CONTENT MARKETING SOCIAL MEDIA PLATFORM USAGE
@KatWarboys | #GrowWithHubSpot | @HubSpot
VISUALS MATTER. TRY CANVA FOR EASY (FREE) GRAPHIC CREATION.
@KatWarboys | #GrowWithHubSpot | @HubSpot
SHARE A VARIETY OF CONTENT
@KatWarboys | #GrowWithHubSpot | @HubSpot
REACH THE RIGHT AUDIENCE WITH TARGETED UPDATES
@KatWarboys | #GrowWithHubSpot | @HubSpot
INCREASE REACH WITH BOOSTED POSTS
@KatWarboys | #GrowWithHubSpot | @HubSpot
Tweet your linksat a slower pace.
Source: The Science of Social Media by Dan Zarrella
@KatWarboys | #GrowWithHubSpot | @HubSpot
GET CREATIVEand find other channels that work for you.
@KatWarboys | #GrowWithHubSpot | @HubSpot
@KatWarboys | #GrowWithHubSpot | @HubSpot
QUORA
@KatWarboys | #GrowWithHubSpot | @HubSpot
PRODUCTHUNT
@KatWarboys | #GrowWithHubSpot | @HubSpot
“
Herbert Krugman
PEOPLE NEED TO HEAR AND SEE SOMETHING 5 TIMES FOR IT TO AFFECT A
BEHAVIOUR CHANGE.
@KatWarboys | #GrowWithHubSpot | @HubSpot
ANALYSISContent
4
@KatWarboys | #GrowWithHubSpot | @HubSpot
1. Traffic
2.
3. Engagement
Sources of traffic
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
What sources are driving
your traffic?
@KatWarboys | #GrowWithHubSpot | @HubSpot
WHAT’S THE ENGAGEMENTON YOUR CAMPAIGNS?
Email:
Facebook:
Twitter:
Landing page:
Open rate, click through rate,unsubscribe rate, deliverability
Views, shares, likes, comments
Impressions, retweets, favorites
Traffic, submissions rate
@cmongi02 | #HubspotforStartups | @HubSpotStartups
Attract VisitorsAttract Visitors
Convert Leads
Close Customers
HOW TO CONVERT WEB VISITORS INTO LEADS
Convert Leads
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
No BusinessNo ConversionTraffic
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Leads
MQLs
SubscribersHOWDO YOUCONVERTTRAFFIC?
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Leads
MQLs
SubscribersHOWDO YOUCONVERTTRAFFIC?
To establish a relationshipand open communication.
For blog subscribers youwant email address andfirst name.
What you want
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Leads
MQLs
SubscribersHOWDO YOUCONVERTTRAFFIC?
To get data about the person to further refine your communication and begin to identify if they are a fit.
Company name, job title, employee count etc.
What you want
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Leads
MQLs
SubscribersHOWDO YOUCONVERTTRAFFIC?
A potential customer to signal they want to begin a sales conversation.
Filling out a contact sales form, demo or starting a trial.
What you want
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Leads
MQLs
Subscribers
GENERATING
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
PLACE A “SUBSCRIBE” FORMON YOUR BLOG
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
CREATE A BLOG SUBSCRIBERLANDING PAGE
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Leads
MQLs
Subscribers
CAPTURING
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
HAVE A RELEVANT
ON BLOG POSTS.CALL-TO-ACTION (CTA)
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
HAVE THAT ‘CTA’ LEAD TO ADEDICATED LANDING PAGE
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
OPTIMIZE YOURLANDING PAGES
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
VS
A/B TEST YOURLANDING PAGES
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
VS
A/B TEST YOURLANDING PAGES
WINNERConversionincreased
110%in this test
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
ERROR RATE DECREASED FROM 60% TO 22%
FOCUS ONQUALITY CONVERSIONS
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Leads
MQLs
Subscribers
TURN LEADS INTO
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
EMAIL 1 EMAIL 2 EMAIL 3
NURTURE LEADS WITHMARKETING AUTOMATION
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
OR
WINNING THEEMAIL BATTLE GROUND
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Compelling Subject Line
CHECKLIST
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Compelling Subject Line
Sender Name
CHECKLIST
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Compelling Subject Line
Sender Name
Personalised Copy
CHECKLIST
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Compelling Subject Line
Sender Name
Personalised Copy
Call-To-Action
CHECKLIST
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Compelling Subject Line
Sender Name
Personalised Copy
Call-To-Action
Image
CHECKLIST
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Compelling Subject Line
Sender Name
Personalised Copy
Call-To-Action
Image
Unsubscribe Link
CHECKLIST
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Compelling Subject Line
Sender Name
Personalised Copy
Call-To-Action
Image
Unsubscribe Link
CHECKLIST
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Potential customervisits your site
Later, customer surfs the web and sees your ad
Customer goes back to your site
Potential customers become paying
customers
LEVERAGEPAID RETARGETING
Ad was targetedto only your
website visitors
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Subscriber to lead ratio
METRICS
MQL to customer ratio, cost per lead, length of sales cycle
Lead to customer ratio, cost per lead,
length of sales cycleLeads
MQLs
Subscribers
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
162 customers
requires
20,000 visits
Visitors: 20,000
Customers: 162
2,400 - Leads
1,080 - MQLs
6,000 - Subscribers
40% Subscriber-to-Lead
45% Lead-to-MQL
30% Conversion Rate
15% MQL-to-Customer
REVERSE-ENGINEER YOUR FUNNEL
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
3
Reverse engineer your funnel to know the value of your leads
1
Reduce the friction wherever possible
2
Always present
options to progress down
the funnel
KEYTAKEAWAYS
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
HOW TO TURN LEADS INTO CUSTOMERS
Convert Leads
Close Customers
Attract Visitors
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
All Sales Reps are A**holes.
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Sales is motivated by more than money.
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Marketerssit around all day doing arts and crafts.
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Marketers are all about data.
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
MIS COMMUNICATION
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
SALES REP SCOTT
We don’t have enough leads…
…and even the ones we have
aren’t good.
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
MARKETINGMICHELLE
We give sales plenty of leads.
They don’t put in enough effort to
close deals.
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Companies with strong sales and marketing alignment achieve
annual growth rate
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Compared to a
for companies with poor alignment
declinein annual revenue
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
COLLABORATE?So, how do we
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
SALES MARKETING+ =
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
2.1. 3.COMMON
LANGUAGE
SETTING UP
THE PROCESS
UTILISING
TOOLS
SMARKETING STEPS TO SUCCESS
@KatWarboys | #GrowWithHubSpot | @HubSpot@KatWarboys | #GrowWithHubSpot | @HubSpot
SERVICE LEVEL
AGREEMENT
A contract between
a service provider
and the end user that
defines the level of
service expected
from the service
provider.
@KatWarboys | #GrowWithHubSpot | @HubSpot@KatWarboys | #GrowWithHubSpot | @HubSpot
MARKETINGTO SALES
SALES TOMARKETING
Number and quality of leads required to hit
company revenue goals
Speed and depth of lead follow-up that
makes economic sense
@KatWarboys | #GrowWithHubSpot | @HubSpot@KatWarboys | #GrowWithHubSpot | @HubSpot
MARKETINGTO SALES
SALES TOMARKETING
Number and quality of leads required to hit
company revenue goals
Speed and depth of lead follow-up that
makes economic sense
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
STEP
1
STEP
2
STEP
4
STEP
3
STEP
5
BUILDING SMARKETINGALIGNMENT
Calculatethe Marketing Side
DetermineBusinessGrowth
Calculatethe SalesSide
Set up Marketing SLA Reporting
Set up Sales SLA Reporting
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
=NEW
REVENUE GOAL
AVERAGE SALES PRICE
Determine Business Growth1
BUILDING SMARKETINGALIGNMENT
# of Customers
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
NEW CUSTOMERS GOAL
LEAD TO CUSTOMER CLOSE %
Calculate the Marketing Side2
BUILDING SMARKETINGALIGNMENT
=LEADS GOAL
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Calculate the Sales Side.3
BUILDING SMARKETINGALIGNMENT
The number of deals which go to the vendor who responds first.
35% 50%
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
How will you incentivize sales behavior?
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
SMARKETING
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
1
Inbound is about
being human
KEYTAKEAWAYS
2
Alignment through shared
language
3
Metrics ensure we are all kept
accountable
4
Tools & platforms enable all
of this
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
THANK YOU