#SLCHUG / #SLCSEM Summer Sizzle Inbound Marketing Event

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AUG 11, 2015

WELCOME TO THE:

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Summer Sizzle

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DARINBERNTSON@iGoByDoc

Founder Bernco Media

HubSpot Partner Agency

Co-Leader SLCHUG

SLCSEM Board Member\

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BRANDONCARTER@bscarter

Work at Access Development

Co-Leader of SLCHUG

Utah via Oklahoma & Texas

35lbs lighter; 3yo daughter still calls him chubby

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BRANDONCARTER’SQuick Ask

Survey on the way…

We want your feedback.

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Agenda• Introduction • SLC|SEM Digital Marketing Conference• SLC|SEM Job Board • Buyer Personas• Lead Generation & Nurturing w/ Email• Q&A & Wrap-up

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Leah HoylandCustomer Success Manager

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Darren Faber

- Demand Generation Team Lead at Foxtail Marketing

@darrenfaber

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Cool Stuff

Welcome to the launch of SLC HUG Our goal and charter Volunteers encouraged

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Our Goals For SLCHUG

EducationInbound in generalSome HubSpot specific

Who is this for?HubSpot Customers, Partners & ProspectsAnyone who wants to sharpen Inbound skills

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Our Goals For SLCHUG

FrequencyMinimum 4 times a yearIs there a demand for more?

These events are for youWe are not here to sell anyoneThis is a learning environmentLet’s be “inbound” and be helpful to each other

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Volunteers Encouraged

Welcome to the launch of SLC HUG Our goal and charter Volunteers encouraged

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Save $50 use code SaltLakeCityHUG15 at checkout on inbound.comUse code SUMMERSIZ for 25% off tickets

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September 2, 2015Tickets on Sale at SLCSEM.org

$200 Single Ticket 0r $300 w/ New Membership – Code SLCHUG Save 20% Thru Sunday

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• Garret Stembridge• Jordan Kasteler• Rick Galan• Rob Johnson• Scott Baird• Sam Fonoimoana• Jessie Mamey• Dallin Price

• Matt Siltala• Mike Templeman• Chris Dayley• Bryant Garvin

Jana Francis

ADDITIONAL SPEAKERS INCLUDE (in no particular order)

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FinchPPC Agency & Software CompanySr. Paid Search AnalystDraper2+ Years AdWords experienceExcel & Google Analytics Experience

SLC|SEM Job Board

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Most interesting tweet today on #SLCSEM and #SLCHUG during the event … according to TOPSY

WIN A TICKET

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READY?

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Leah HoylandCustomer Success Manager

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BUYER PERSONAS:WHAT ARE THEY?WHY ARE THEY IMPORTANT?HOW DO I CREATE ONE?

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TODAY’S GOAL:

Will be able to create a more effective inbound strategy by analyzing and sharing buyer persona examples and research techniques.

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AGENDAWhat is a Buyer Persona.

How to Create Buyer Personas.Examples

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Why are Buyer Personas Important?

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WHAT IS A BUYER PERSONA?

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Semi-fictional representations of your ideal customers based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.

Buyer Personas are:

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General demographic & biographic information

BUYER PERSONAS ARE:Common behavior patterns

Shared Pain Points

Universal goals, wishes, dreams

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Dependent on specific tools or technology

BUYER PERSONAS ARE NOT:Target markets

Job titles/roles

Specific real people

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PRIZE.

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WHY ARE BUYER PERSONAS IMPORTANT?

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It helps with every stage of the methodology

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Personas help identify where your ideal customers spend time on the internet – so you can be there too.

IMAGE CREDIT: LIFEOFPIX.COM

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Buyer personas guide product & service

development.

IMAGE CREDIT: LIFEOFPIX.COM

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Personas help you create the right content.

IMAGE CREDIT: KABOOMPICS.COM

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by the numbers.

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HOW TO CREATEBUYER PERSONAS.

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BUYER PERSONACREATION NOTES:

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Details Matter!

You don’t have to have an answer to every questions.

Personas don’t have to ever be “done.”

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Identify questions to ask to develop your persona1

STEPS TO CREATE BUYER PERSONAS

Determine how you’ll research your personas

Use the buyer persona-building best practices to transform your research into a complete persona.

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Compile research and answers to your paraphrased version of

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Persona Detail Questions to Ask

Role What is your job role/role in life? Your title?How is your job/role measured?What is a typical day?What skills are required?What knowledge and tools do you use?Who do you report to? Who reports to you?

Company/Organization What industry or industries does your company work/is your role in?What is the size of your company/organization (revenue, employees)?

Goals What are you responsible for?What does it mean to be successful in your role?

Challenges What are your biggest challenges?

Watering Holes How do you learn about new information for your job?What publications or blogs do you read?What associations and social networks do you belong?

Personal Background Age, Family (married, children), Education

Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person)Do you use the internet to research vendors or products? If yes, how do you search for information?

Persona Profile Checklist

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Interview current customers

RESEARCHING YOUR PERSONAS:

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Use data from form fields

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Talk to Sales!

Ask questions on social media!

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Search for your keywords on various social networks

EVEN MORE WAYS TO RESEARCHYOUR PERSONAS:

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Check out the comments section on key industry blogs- what are people talking about?Use HubSpot lead intelligence

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Compile research and answers to your paraphrased version

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COMPILING YOUR PERSONA RESEARCH

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Persona Development

Worksheet

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Compile research and answers to your paraphrased version

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Focus on the motives behind behaviors.Don’t pay attention to what someone is doing, pay attention to why they’re doing it.

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Deciding on a primary persona will help you understand which one to focus on first.

Focus on one primary persona.

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PRIZE.

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EXAMPLES.

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Mary is 42 years old and has a Bachelor of Communications from Syracuse and an MBA from Babson. She is married, has 2 kids, and runs the marketing department at her company. She is an expert at outbound and traditional marketing, with 5-15 years of experience. She worries about her "brand presence" and hired a firm to redesign her website. She outsources a fair amount of activity because she has an easier time getting budget than headcount. Mary craves education; she wants to know the latest in what works in marketing and why she should invest in one area over another.

A lot of Mary's job is "keeping things running" - supporting sales, updating the website, generating "more" leads (rarely with a concrete goal in mind). Mary needs a simple, integrated tool that will help her do her job more effectively and also make it easier. If she screws that up, she risks getting yelled at by the sales team and her boss, the CEO.

Mary dresses “business casual” and does most of her shopping at Ann Taylor. She uses the web for sharing photos with friends, email communication, and is starting to play around with social media accounts for her company. She uses LinkedIn, Facebook (for family photos), and Twitter (recently got a company account with <100 followers).

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REVIEWED:What is a Buyer Persona.

How to Create Buyer Personas.Examples

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Why are Buyer Personas Important?

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TODAY’S GOAL:

Can create a more effective inbound strategy by

analyzing and sharing buyer persona examples and research techniques.

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QUESTIONS?

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TUESDAY, AUGUST 25th at 2pm EST.

BUYER PERSONA Inbound Learning Broadcast

http://academy.hubspot.com/broadcasts

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THANK YOU.

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Darren Faber

- Demand Generation Team Lead at Foxtail Marketing

- HubSpot Partner Certified

- Creator of #HubTips video series

@darrenfaber

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- Content Marketing and Demand Gen Agency

- HubSpot Gold Partner

- Currently #3 in Rookie of the Year standings for the 2015 HubSpot Impact Awards

Foxtail Marketing

@followfoxtail

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TOPMIDDLE

BOTTOM

The Sales/Marketing Funnel

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BOTTOM

How do you get people from here...

...to here?

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You may find some “golden” leads that find you and buy right away.

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But most leads will need to be guided to the sale.

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Why Do You Need a Nurture Strategy?

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Businesses that use marketing automation to nurture prospects experience a 451% increase in

qualified leads. (Source: The Annuitas Group)

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Companies that invest in marketing automation solutions see 70% faster sales cycle times, and 54% improvement in quota achievement. (Bulldog

Solutions)

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65% of B2B marketers have not established lead nurturing. (Source: MarketingSherpa)

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Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.

(Source: Forrester Research)

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Nurtured leads make 47% larger purchases than non-nurtured leads. (Source: The Annuitas Group)

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Nurturing Leads Is Like Cooking a Meal

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Preparation: What content do you need for each stage of the customer

journey?

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Top of Funnel ContentAttract and Engage

- Blog Posts- Infographics- Quizzes- “Fun” content.

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BOTTOM

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Middle of Funnel ContentTeach and Inform

- eBooks- Whitepapers- Case Studies- Webinars- Slide Decks- Podcasts

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BOTTOM

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Bottom of Funnel ContentConvince and Convert

- Audits- Demos- Free Trials- Sales Materials

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Now that you have content, you need people to nurture.

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Option 1: Existing Email List

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Option 2: Collect Emails

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Capture the Email.Email is the #1 Way to Nurture Leads.

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Relevant emails drive 18 times more revenue than broadcast emails. (Source: Jupiter Research)

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Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts.

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Lead nurturing emails generate an 8% CTR compared to general email sends, which generate

just a 3% CTR.

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“Workflow that Mofo” - Brandon Carter

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How long do you nurture your leads?

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1. Until the lead reaches out to you

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2. Until the end of the nurture track

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Add a call-to-action email to finish off the nurture.

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3. Until the Lead has been sufficiently qualified through Lead Scoring

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Lead Scoring - Giving a point value for actions taken by contacts to determine the quality of the lead.

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79% of B2B marketers have not established lead scoring. (Source: MarketingSherpa)

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61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be

qualified. (Source: MarketingSherpa)

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Lead Scoring provides an effective system by which leads get qualified by marketing before being

passed to the sales team.

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Step 1: Decide on a point threshold.

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Rule of Thumb:

# of desired engagements x 10

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Step 2: Give each action a point value.

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Start with the actions that automatically qualify a lead.

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Then add the smaller steps.

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Clicked through an email - 5 points

Downloaded a guide - 10 points

Downloaded a case study - 10 points

Registered for a webinar - 15 points

Example:

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Once a lead is qualified, they should be removed from the nurture campaign.

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Activate the workflow.

Now you have a functioning nurture campaign!

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Quick Recap from a Lead’s Perspective

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They ask for a meeting, get qualified, or get contacted at the end

The lead downloads a piece of content

They receive an introductory email

They receive additional content in

their email

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Thank YouIf you have any additional

questions, feel free to contact me:

[email protected]

@darrenfaber

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Search EngineOptimization

Blogging & Social Media

Lead Generation

Email & Automation

Marketing Analytics

Lead Management

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September 2, 2015Tickets on Sale at SLCSEM.org

$200 Single Ticket 0r $300 w/ New Membership – Code SLCHUG Save 20% Thru Sunday

#SLCHUGSTAY TUNED FOR NEXT EVENT

THANK YOU