HubSpot: Inbound marketing your secrets to success

INBOUND MARKETING: Your Secrets to Success.

Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat [email protected]

Get Involved: #DublinTalkSeries.

Kieran Flanagan@searchbrat“Highly motivated marketing geek high on data crack.”

Our Inbound Marketing Methodology

Source - http://www.hubspot.com/products/inbound-marketing/

for how your customers

buy today

Have a Need

65% Europeans

88% UK B2B

Research Options

Research Options

TrustNetworks

They like to educate themselves

rather than speak with a sales person

60% of the sales cycle is over – before a buyer talks to your salesperson.

Corporate Executive Board: bit.ly/zub217

Convert

Retain Customers

Retain

Your consumer has changed,

They are in control.

Don’t Interrupt

Be What’s Consumed

Inbound Marketing is the art of creating persona driven marketing across your entire funnel.

@Searchbrat

“”

How You Can be Successful with Inbound Marketing.

1 BUYER PERSONAS

KNOW YOUR BUYER

PERSONAS11 Be Relevant

of European marketers are focused on reaching the right audience, and converting them into leads.

23%

of European marketers are focused on reaching the right audience, and converting them into leads.

23%

Resource: http://offers.hubspot.com/2013-state-of-inbound-marketing-europe

#inbound12

Buyer Personas

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

@CMIContent

“”

“72% of UK B2B Marketers will be producing much more content next year than they did this year.”

Standing out from the crowd will be is important

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?

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

Researching Your Personas:Know What To Ask.1

Persona Profile Checklist

Researching Your Personas:Know Who To Ask.2

Research your customers

Listen on Social Media

Segment Your Lists

Use Lead Intelligence

Form fields

Woah!

Wow!

Cool!

Good to know! Yes!

Awesome!

Great!

Talk to sales The biggest problem our prospects have is…

3Create

Marketing Assets

Create a Content Machine22Create a Content Machine

”“@TheSalesLion

Great content is the best sales tool in the world.

“It’s easy for HubSpot to talk about content. They have lot’s of resources.”

Close

2006 2007 2008 2009 2010 2011 20120

2000000

4000000

6000000

8000000

10000000

12000000

14000000

TRAFFIC TO HUBSPOT.COM

We started here

Close

2006 2007 2008 2009 2010 2011 20120

2000000

4000000

6000000

8000000

10000000

12000000

14000000

TRAFFIC TO HUBSPOT.COM

Don’t give up (Persistent & Consistent)

Close

Recycle

Curated

Created

CoMarket

ResourcesRequired

Expected Results

YOUR CONTENT TYPES

Close

Recycle

Curated

Created

CoMarket

ResourcesRequired

Expected Results

YOUR CONTENT TYPES

Close

Curating Industry News

Close

Curating Industry News

Close

Recycle

Curated

Created

CoMarket

ResourcesRequired

Expected Results

YOUR CONTENT TYPES

CloseNewsJacking

CloseData Driven

Content

CloseData Driven

Content

Close

Interactive Tools

Close

Recycle

Curated

Created

CoMarket

ResourcesRequired

Expected Results

YOUR CONTENT TYPES

Close

Blog & eBooks Tools Photos Videos & Podcasts Presentations

RECYLCE IN LOTS OF FORMATS

Close

Recycle

Curated

Created

CoMarket

ResourcesRequired

Expected Results

YOUR CONTENT TYPES

Close

Think Partnerships

THINK LIKE A PUBLISHING COMPANY.

Great content teams suck invaluable information

Great content teams suck invaluable information

ASSETS MEAN YOU OWN YOUR MARKETING

Vs70%

of our blog leads are from OLD articles

3Create

Marketing Assets

Create a Content Machine23Context to Personalise your Funnel3

USE CONTEXT

TO PERSONALISE

PERSONALISE YOUR MARKETING

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

Enterprise Erin

Owner Ollie

ATTRACT QUALIFIED VISITS

Attract Convert Close Delight

Strangers

Visitors Leads Customers Promoters

CONTEXT TO PERSONALISE

DelightI’m a leadI’m a new

visitor

CONVERTS INTO QUALIFIED LEADS

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

CONTEXT TO SEGMENT

DelightI love this

topic

Easily send follow up offer to all people who download this content

CLOSES ACTUAL SALES

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

CONTEXT TO SELL MORE

DelightI am

ready to be called

DELIGHTS YOUR CUSTOMERS

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

CONTEXT TO DELIGHT CUSTOMERSI’m

already a customer

Questions ?

Give Feedback

#DublinTalkSeries.

4 MEASURE LIKE a BOSS

Act like a Sales team4 Act like a Sales team4

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