Welcome to Inbound Marketing

Welcome to

Inbound MarketingSuzanne Carawan, CMO

Integrated eMessaging

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Build It and They Will Come


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Reality of Membership Market


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Individual Power/ WIIFM

www.highroadsolution.

com


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Hottest Trends in Marketing

1) Content Marketing

2) Live & Virtual Event Marketing

3) Promoted Social/ Social Marketing

4) Marketing Automation


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The New Methodology in Marketing

• Inbound Marketing:

– Marketing activities that bring visitors IN

– Earns the attention of customers

– Makes company easy to be found

– Draws people in using interesting content


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The Thinking Game


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The Running Nowhere Game

Inbound Marketing

Why Inbound for Not-for-Profits


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Typical Inbound Elements

• Banner Ads

• Social Media

• Keywords

• Email

• Blog

• Landing Pages to Capture Data & Offer Value-Add &/or Interactive Experience

• Website Analytics


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**Hint!

Use LinkedIn

ads to drive

traffic to

website!!!


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Why Are U Suited for Inbound?

• Content

• Content

• Content

• Content

• Content

• Content

• Too Many Emails full of CONTENT!!


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What Are the Obstacles?


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What’s Really New? Growth!


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What Are the Obstacles?


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Growth:

How Do We Design For Now?

Engaged

Checkbook

members

High negative

or no squeak


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Where Does the Time & Energy

Go?


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Why Aren’t We Increasing

Revenue?


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Grow or Go Mentality

Inbound Mindset Elements

Segmentation, Persona, Lifecycle & Lead Scoring


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Modern Method: Be There

Your

brand

Your

brand

Your

brand

Your

brand


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Reality of mass market


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Power of Influencers


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How Do We Understand the

Market?

• How Do We Group People? What are the Factors that Group People Together?

• Who Are the Influencers?

• Who Are the Haters?

• Cultural/Environmental Factors?

• How Do they Get Information?

• Demographics/Psychographics?

• Tastes & Preferences?


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Segments

• Market segmentation is

a marketing strategy that involves dividing

a broad target market into subsets of

consumers who have common needs and

priorities, and then designing and

implementing strategies to target them.


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Personas

• Characterization of a target population to

allow you to better craft product/service

offering, value proposition & promotion


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Why Use

Personas?

Helps get you

into the mindset

so you can

ideate &

understand

what’s of

interest


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What’s the Diff?

• Segmentation

– Discrete data

– Slices based on

criteria such as

demographics,

psychographics, etc

– Rear facing

– “What did they do?”

• Personas

– Fictitious

– Aggregates criteria

– Behaviorally focused

– Forward facing

– “What will they do?”


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Lifecycle Stage

• Where the user is in the buying lifecycle:

– Lead

– Marketing Qualified (MQL)

– Sales Qualified (SQL)

– Opportunity

– Customer

– Evangelist


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Lead Scoring

• Assign a numeric value to actions that a

user may take. Reward harder

engagement with more points

• Example: Filled out an interest form about

membership, score them as a 50 out of

100 total possible points


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Lifecycle Stage & Lead Scoring

• Understand who’s who & where they are:

– Lead: Scores of 1-49

– Marketing Qualified (MQL): Scores of 50

– Sales Qualified (SQL): Scores of 51-75

– Opportunity: Scores of 75-90

– Customer: Scores of 91-100

– Evangelist: Scores of 101+


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Self-Check: Your Org & U

Putting Inbound in Action

Key Technique: Knowing the Right Mix


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Where U Are in the Process

• Know the Market

• Know our Data

• New Way to Use the Same Channels

• New Tool to Make it Easy

• Create Campaign & Measure


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Sidenote: LinkedIn


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Emails Sent


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Results

• Increases!

– Conversion

– New registrants

– New people you didn’t know

– New subscribers

– New energy