Managing an Inbound Campaign - a Case Study

Managing an Inbound CampaignRebecca Steinberg HersonVP Marketing (via The Lean Marketer)

May 6, 2015

#HUGTelAviv

OpenLegacy & Inbound

Overview

Set it Up

Execute

Measure & Improve

Set Up Phase

Overview: The Funnel

source: Innovative Marketing Resources, LLC

Top of Funnel TOFU

Middle of Funnel MOFU

Bottom of Funnel BOFU

Who Goes Down the Funnel? (Buyer Persona)

Ask yourself: Who is our ideal customer?

Company type/size, Job title, Gender

Business Goals, Personal Goals

Challenges

Perceptions

Common Objections

Where do They Hang Out? (digital, events, publications, etc.)

Sample Buyer Persona

Source: Juny Lee, EVP Weber Shandwick

Brainstorming Mode – Identifying Triggers

What are the key triggers for our audience?

Pressure from executives and line of business (LOB) managers to provide new functions and features quickly

Mobile workforce needs to access Legacy, IBM i or AS/400 or Mainframe systems

New, innovative applications or software need to be integrated with Legacy, AS/400, IBM i or Mainframe systems

Business Goals

What business goals are associated with those triggers?

Deliver quick wins as a part of the overall Legacy migration plans

Leverage Legacy/enterprise applications for mobilizing a business

Integrate: bridge between Legacy systems and innovative new (e.g. cloud) solutions

Content Brainstorm

What are prospects searching for?

For each business goal, brainstorm about 8-12 questions prospects might ask themselves or their peers

3Business Goals

12Questions

x 36=Blog Post Titles

Premium Content Pieces

3

Execution Phase

Write, write, write!

Driving Conversion

CTAs on every blog post

On the bottom:

On the sidebar:

Premium Content

Each gated, premium content piece relates back to one of our defined business goals of our persona: 14 Essential Elements of Legacy Modernization

5 Legacy Mobilization Projects to Consider in 2015

Secrets to Bridging Legacy and Innovation (to be published shortly)

Each blog post relates to one of these themes, and drives traffic to the relevant White Paper

Middle of Funnel Offer – Case Studies

Middle of Funnel Offer – Case Studies

Use SEO Keywords In Content

Use relevant keywords in the title, URL, throughout the post

Link from keywords

Useful tools Hubspot Keyword Tool

Google Adwords Keyword Planner

SEMRush

Moz

Social Media

Identify relevant LinkedIn Groups

Hashtags Check what your influencers are using

Look up tags on http://hashtagify.me/

Check that the tags are actually relevant on twitter

Influencers on Twitter, LinkedIn

Seek out other relevant locations (Reddit, Niche publications, etc.)

Post questions, curate content, don’t just spam your messages

Measure & Improve

Measurement

Visits are nice Leads are nicer

Social Metrics

21

Difficulty to obtain

Value

# of tweets/posts

Mentions

Retweets/ Shares

Clickthroughs

Registration

# Deals

Revenue per$ Invested

25

8

5

5

5

4

4

4

3

3

0 5 10 15 20 25 300 15 30

275

280

89

42

25

237

67

65

249

128

0 50 100 150 200 250 300

Leads vs. Traffic

Traffic from PostLeads from Post

Blog Post J

Blog Post I

Blog Post H

Blog Post G

Blog Post F

Blog Post E

Blog Post D

Blog Post C

Blog Post B

Blog Post A

0 0

4

20

Results from Media Placements

8,300

3,000

300 210

Inc.com themarker.com Niche IT Publication 2 Niche IT Publication 1

31

55

39

221

Public Relations Activity Led by Blonde 2.0

Readers per Month (in thousands)Visits to OpenLegacy from ReferrerLeads from Referrer

Inc.com Themarker.com Niche IT Pub 1 Niche IT Pub 2

Next Steps

Track each lead in the opportunity pipeline (Salesforce)

Review what’s working & do more

Find what’s not working & improve

Generate new topics for next blog posts based on what’s working

Questions?