Northern Colorado HubSpot User Group - January 2015 Meeting
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One Tribe Creative – Marketing and Design
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WELCOME TO THE
NORTHERN COLORADO HUBSPOT USER GROUP
January 2015 Meeting
Feel free to tweet using the hashtag #NoCoHUG
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THIS IS YOUR GROUP
• Help us expand and run the group
• Invite your colleagues & add more members
• Welcome other speakers
• Complete the follow-up survey we’ll send
• Request your input on topics for 2015
• Keep the networking going
• Look out for email updates of our next meeting http://fortcollins.hubspotusergroups.com/
• Join our LinkedIn Group for sharing resources and helpful between-meeting discussionsLinkedIn Group - Northern Colorado HubSpot User Group
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HOUSEKEEPING
• Please sign in at front desk area
• Restrooms – don’t forget the key
• Thank you so much to our sponsors
– Beer by Coopersmith’s Pub and Brewing
– Sandwiches by Backcountry Delicatessen
– Beverages & space by One Tribe Creative
– Swag by HubSpot
• Swag for tonight — limited edition, collector’s edition, uber-special HubSpot Koozie
• Tweet your questions and feedback about the event using the group’s hashtag — #NoCoHUG
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AGENDA
• 6:00 - 6:15 | Networking - Snacks & Drinks
• 6:15 - 6:30 | Introductions
• 6:30 - 7:20 | HUG Leaders Presentation
• 7:20 - 7:45 | Q & A
• 7:45 - 8:00 | Networking & Wrap-up
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NOCOHUG LEADERSJaime Whitlock Donnelly Nichole Sellden
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WHY DID ONE TRIBE CREATIVE
ADOPT THE PRACTICE OF INBOUND MARKETING
& HUBSPOT?
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1985ONE TRIBE CREATIVE WAS FOUNDED
30 YEARS AGOIN OLD TOWN FORT COLLINS
BY PAUL JENSEN – AS THE JENSEN GROUP
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2001THE JENSEN GROUP WAS RE-NAMED AS
ONE TRIBE CREATIVE TO REFLECT OUR DESIRE TO WORK WITH
ENVIRONMENTAL & SOCIALLY-RESPONSIBLE
COMPANIES AND ORGANIZATIONS
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2008 WORKS WITH
ONE TRIBE CREATIVE AS A CLIENT WORKING AT A NON-PROFIT
2010BECOMES ONE TRIBE CREATIVE
MARKETING DIRECTOR
= INTERESTING PERSPECTIVE FROM“BOTH SIDES OF THE TABLE”
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2007THIS IS RIGHT AROUND WHEN
THE SCOPE OF WORK
FOR MARKETING STARTED TO GET
RIDICULOUS…
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THE MARKETING LANDSCAPE
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ONE TRIBE CREATIVE CREATED BEAUTIFUL WORKAND GREAT MESSAGING,
BUT THAT WASN’T ENOUGH
WORKING OUR BUTTS OFFFRUSTRATED + OVERWHELMED
ARE WE MAKING A DIFFERENCE?
WE NEEDED TO DO BETTER FOR OUR CLIENTS
THAT WERE TRYING TO DO GOODIN THE WORLD
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ENTER THE “HUBSPOT STALKING” TIME PERIOD
THERE HAS TO BE A BETTER WAY TO DO THIS.
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FROM OUR FRIENDS AT HUBSPOT:
https://www.youtube.com/watch?v=mOiVhNr7Qms
https://www.youtube.com/watch?v=49Fo3k8jfqI
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A NEW APPROACH TO MARKETING
1 / PHILOSOPHY
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Inbound marketing is a
philosophy based on the truth
that consumers buy differently
today than they did 10 years
ago.
INBOUND MARKETING AS A PHILOSOPHY.
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There are three major
reasons why consumers
are skeptical about brands,
and why interruptive
advertising and cold calling
aren’t nearly as effective
as they once were …
HOW DID THIS TRANSFORMATION TAKE PLACE?
3
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The Proliferation of Media: The
media landscape has become
insanely cluttered. There’s a
magazine, TV channel, radio
station, and a gajillion
websites for every
conceivable interest.
REASON NUMBER ONEWHY INTERRUPTION DOESN’T WORK
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Advertising was proliferating faster than laws were implemented to regulate it, which leads us to ...
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A History of Deceptive
Advertising: Consumers are
accustomed to false claims
and deceit in advertising, so
even when clever ads are
seen by consumers, they’re
thought to be dishonest.
REASON NUMBER TWOWHY INTERRUPTION DOESN’T WORK
According to the 2012 Edelman
Trust Barometer, 63% of
consumers need to hear company
claims 3-5x before they’ll actually
believe them!
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Interruption.False claims. Over-promising. Under-delivering.Increased regulation.Brand egocentrism. Exploitation.Lawsuits.
}This changed everything.
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Technology Empowered the
Consumer: Consumers gained
access to tools and information
that enabled them to dodge
interruptive brand messages
and instead seek out
information when they’re ready.
REASON NUMBER THREEWHY INTERRUPTION DOESN’T WORK
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VCRs. Caller ID. DVRs. The Do Not Call list. Spam software. Broadband internet. Smartphones. Social media.
This changed everything.}
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By aligning the content you
publish with your target
customer’s interests, you can
(earn TRUST!) win permission to
market to prospects that you
can convert into leads, close
into customers, and delight to
the point that they come
promoters of your brand.
THAT’S WHY PERMISSION BECAME MORE EFFECTIVE THAN INTERRUPTION.
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WHAT IS INBOUND MARKETING?
2 / WHAT IS INBOUND
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Inbound Marketing focuses on
creating helpful, educational
content that pulls people
toward your website where
they can learn more about
what you sell on their own
accord.
WHAT IS INBOUND MARKETING?
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INBOUND MARKETING IN A NUTSHELL:
MARKET WITH A MAGNET, NOT A SLEDGEHAMMER.
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FROM OUR FRIENDS AT HUBSPOT:
https://www.youtube.com/watch?v=X_bqIr7pGzQ
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BlogSocial Media
KeywordsPages
Calls-to-ActionLanding Pages
FormsContacts
EmailWorkflows
Lead ScoringCRM
Integrations
Social MediaSmart-Calls-to-
ActionEmail
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
LET’S GO THROUGH THE METHODOLOGYSTEP-BY-STEP.
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Now that we’ve covered the methodology, we’re ready to dig deeper into the tools you need to get visitors (traffic), leads, and customers.
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HUBSPOT – ONE TOOLSET OF INBOUND MARKETING
3 / TOOLSET
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Tools to attract strangers to
your site include:
• Keyword Optimization
• Blogging
• Social Media
• Site Pages
STEP 1: ATTRACT STRANGERS AND TURN THEM INTO WEBSITE VISITORS.
BlogSocial Media
KeywordsPages
Attract
Strangers Visitors
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You need to carefully,
analytically pick keywords,
optimize your pages, create
content, and build links around
the terms your ideal buyers
are searching for.
(Psst! HubSpot’s software
gives you SEO advice as you
type).
CREATE CONTENT AROUND TARGETED KEYWORDS.
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The average company that
blogs generates:
• 55% more website visitors.
• 97% more inbound links.
• 434% more indexed pages.
SERIOUSLY. BLOGGING WORKS.
Source: HubSpot
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Share remarkable content and
valuable information on the
social web, engage with your
prospects, and put a human
face on your brand.
YOU MAY NEED TO BE ACTIVE ON SOCIAL MEDIA SITES, TOO.
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Search engines and users like
frequently updated websites,
so you need to transform
your site into a beacon of
helpful, fresh, and optimized
pages to appeal to your ideal
buyers without having to rely
on IT.
KEEP YOUR WEBSITE FRESH WITH EASY-TO-DEPLOY SITE PAGES.
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Now, what tools do you use to turn traffic into leads?
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Tools to convert visitors into
leads include:
• Calls-to-Action
• Landing Pages
• Forms
STEP 2: CONVERT WEBSITE VISITORS INTO LEADS.
Calls-to-ActionLanding Pages
FormsContacts
Convert
Visitors Leads
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Calls-to-action (CTAs) are
buttons or links that
encourage your visitors to
take action, like “Download a
Whitepaper” or “Attend a
Webinar.” If you don’t have
CTAs or if they aren’t enticing
enough, you won’t generate
leads.
ENTICE YOUR VISITORS TO CLAIM AN OFFER WITH CALLS-TO-ACTION.
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When a website visitor clicks
on a CTA, they should then be
sent to a landing page where
the offer in the call-to-action is
fulfilled, and where the
prospect submits information
that your sales team can use
to begin a conversation with
them.
DRIVE VISITORS TO LANDING PAGES WHERE THEY CAN BECOME LEADS.
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In order for visitors to become
leads, they must fill out a form
and submit their contact
information. Optimize your
form to make this step of the
conversion process as easy as
possible.
USE FORMS TO GET THE INFORMATION YOU NEED ABOUT YOUR PROSPECTS.
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WHAT TOOLS DO YOU USE TO TURN
LEADS INTO CUSTOMERS?
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Tools to close leads into
customers include:
• Contacts Database
• Lead Scoring
• Marketing Automation
• Closed-Loop Reporting
STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING.
EmailWorkflows
Lead ScoringCRM
Integrations
Close
Leads Customers
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Keep track of the leads you're
converting in a centralized
marketing database so you
can make sense out of every
interaction you’ve had with
your contacts – be it through
email, a landing page, or
social media.
HOUSE ALL OF YOUR CONTACTS IN ONE PLACE.
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You’ve got contacts in your
system, but how do you know
which ones are ready to speak
to your sales team? Using a
numerical representation of
the sales-readiness of a lead
takes the guesswork out of
the process.
USE LEAD SCORING TO DETERMINE WHICH LEADS ARE READY FOR A SALESPERSON.
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What if a visitor clicks on your
CTA and fills out a form on a
landing page to download a
whitepaper, but still isn’t
ready to become a customer?
Nurture them with a series of
emails focused on useful,
relevant content until they’re
ready.
SEND TARGETED EMAILS TO LEADS TO PULL THEM THROUGH THE SALES FUNNEL.
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Know which marketing efforts
are bringing in the best leads
and whether your sales team
is focused on the most
qualified leads by integrating
with your Customer
Relationship Management
(CRM) system.
CLOSE THE LOOP BY INTEGRATING YOUR MARKETING TOOLS WITH YOUR CRM.
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WHAT TOOLS DO YOU USE TO TURN CUSTOMERS INTO LOYAL, REPEAT
CUSTOMERS?
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Tools to delight your
customers include:
• Smart Calls-to-Action
• Social Media
• Email and Marketing
Automation
STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND.
Social MediaSmart-Calls-to-
ActionEmail
Workflows
Delight
Customers Promoters
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Treat people like people and
earn trust by using Smart
Content and Personalization
Tokens to create a tailored
experience based on
prospects’ needs across all of
your marketing channels –
from CTAs to email to landing
pages.
KEEP THE CYCLE GOING BY CONTINUALLY NURTURING WITH PERSONALIZED CONTENT.
Click to learn more about how Smart Content and Personalization works.
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If a visitor downloaded a
whitepaper from you in the
past, you might want to send
that lead a series of related
emails. But if they follow you
on Twitter and visited certain
pages on your website, you
might want to tailor the
messaging.
GO BEYOND EMAIL BY USING AUTOMATION INFORMED BY CONTEXT AND LIFECYCLE.
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1) ATTRACT: GET TRAFFIC
2) CONVERT: GET LEADS
3) CLOSE: GET CUSTOMERS
4) DELIGHT: ANALYZE & OPTIMIZE
Create blog content, search engine optimize
(SEO) that content, and promote it on social
media sites.
Place calls-to-action throughout your website, blog,
social accounts, and email to drive visitors to
landing pages with forms.
Send leads targeted, automated emails to drive them
through your buying cycle. Provide your sales team with lead
intelligence for more effective sales calls.
Analyze the success of your marketing campaigns, and
determine which areas need further optimization or
personalization for future success.
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2014 ONE TRIBE CREATIVE BECOMES A
HUBSPOT PARTNERREACHING GOLD TIER STATUS WITHIN 6 MONTHS
2015ONE TRIBE CREATIVE VOLUNTEERS TO LEAD THE
NORTHERN COLORADO HUBSPOT USER GROUP
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DID WE MENTION THAT THIS IS YOUR GROUP ? : )
• Help us expand and run the group
• Invite your colleagues & add more members
• We welcome other speakers – contact us online
• Share the follow-up survey we’ll send
• Request your input on topics for 2015
• Keep the networking going
• Visit our website for next meeting newshttp://fortcollins.hubspotusergroups.com/
• Join our LinkedIn Group for sharing resources and helpful between-meeting discussionsNorthern Colorado HubSpot User Group
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