HubSpot User Group Stockholm - Inbound Campaign

Nikita Smits – Senior Channel Consultant

Nikita Smits – Senior Channel Consultant @NikitaSmits #StockholmHUG

1 What is a campaign?

2 Where to start?

3 Your offer

4 Promotion

5 Measure

1 What is an Inbound Campaign?

When Marketers say “campaign” they usually mean one of a few things...

• An automated drip email campaign.

• An ad campaign, like a print ad, commercial,

etc.

• A Salesforce campaign (a list of people.)

What campaigns are you currently running?

What we actually mean..

A strategy that aligns a set of assets and marketing channels around a prospect or event in order to achieve a particular goal.

They include:

Solution: An Inbound Campaign

What makes an inbound campaign different?

• Starts with the customer in mind.

• Uses integrated, multi-channel tools for multiple touch-points that connect all your efforts.

• Results based on leads / customers – NOT just clicks.

What are examples of inbound campaigns?

• New product launch.

• Conference or event.

• An offer, ebook, or webinar.

2 Where to start

IT ALL COMES BACK TO BUYER PERSONAS!

#inbound12

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 IDEAL

customers

Buyer Personas ARE

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

Persona NameBACKGROUND:

DEMOGRAPHICS:

IDENTIFIERS:

GOALS:

CHALLENGES:

HOW WE HELP:

You can find this

information by

administerin

g

online surveys o

f

your target

audience.

How do we gather that information?

• Interview customers

• Ask open ended

questions

• Ask questions on Social

Media

1 How many persona’s do you have?

2 How often do you rethink their challenges?

3 Can everyone in your business describe them?

3 Your Offers

Relevance and value!

WHAT IS A KEYWORD?

PERSPECTIVE: Consumer/

Prospect

Once we know what they want, let’s give it to them

Recycled

Curated

Created

CoMarket

ResourcesRequired

Expected Results

Your Content Types

Recycle!Multiple posts &

Formats

Created: Most viewed blog post of

all time

Co-Marketing is great for net new

contacts

Curated: less effort

• Your website as a digital collage or mix tape.

• Express yourself through sharing fresh content with your followers

Other People’s Content

Where to source?

• Goodreads - Quotations

• LinkedIn Pulse - Aggregator

• Flipboard - Aggregator

• Alltop.com – Trending

content

• Feedly.com – Your own

library

Other People’s Content

Industry specific sites networking

• Avvo for lawyers• Dribble for designers• The Engineering Exchange for

Engineers• CIOzone for CIOs• Quora is our favorite catch-all• Get to Wikipedia for a list of

all of them

Other People’s Content

When do you publish your content?

Content Calendar

4 Promotion

Promotion should feed into your inbound efforts by promoting every piece of content.

Think of it as the thread that ties your campaign together.

“If you spend 10 hours developing a piece of content, you should spend at least 10 hours promoting it.” @Searchbrat

Where do you promote your offers?

• Link to LP’s for conversion

• More visibility – thought

leadership

• Delight customers by

responding timely to their

remarks

• Good content creates

evangelists

Segmented emails get more clicks thanemail blasts. Source: Marketing Sherpa

50%

• Segment your database on previous behavior• Re-use related offers • Amazon style recommendations on thank you pages• Consistent branding• Use personalization

Email Best Practice

What To Segment On?

• Persona• Age• Job title• Gender• Seniority• Lifecycle stage

• Company• Organization type• Industry• Past purchases• Products• Size

• Behavior • Pages visited• Purchase cycle• Number of

conversions

• Posts• Jobs• Survey• Week’s• E-Newsletter• Issue• Digest• Bulletin• Edition• Giveaway• Tips• Video• News • Monthly• Headlines• Latest• Updates

Blogs convert.

Companies that blog convert

70%more leads than those that don’t blog.

• Multiple posts around one offer• Optimize old posts with new CTA• Align your offers with your persona’s• Align your offers with your buyers journey

Blogging Best Practice

WHAT IS A KEYWORD?

Social Media should tie in with all the rest of your marketing efforts!

• Early access for influencers

• 70% of new leads find us organically through old offers

• Use Amazon-style related offers

• Use your keywords

• Consistent branding

Social Media Best Practice

The Possible Eyeballs You Can Generate

5 Measure

Is marketing aligned with sales?

• Revenue goals• How many Marketing

Qualified Leads?• How many Sales

Qualified Leads?• What is the current close

rate?

• Response time to customer questions?

• How to respond to complaints?

• Social Engagement• How many likes/ Clicks

Service Level Agreement

How did you perform on different parts of your campaign?

QUESTIONS?

THANK YOU#StockholmHUG