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Kirsten Knipp HubSpot b2beu workshop dec2010.v2

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KGS Global
KGS Global

Kirsten Knipp, HubSpot, workshop at the Next Generation Marketing conference in Berlin

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1 of 17
Inbound Marketing Workshop Kirsten Knipp Defining Content Strategy & Converting Calls to Action
Get Found Analyze Convert
Get Ready to Work Your Brain
Inbound Experiment Develop Content Strategy Create Landing Pages Discuss & Analyze 4
Volunteers Needed …Prizes Awarded Asking for volunteers in a few minutes … You get: ,[object Object]
Great new offers
Inbound Book!,[object Object]
Content Strategy to Draw People Down the Funnel 7 SUSPECT: Just Browsing, Attract Me PROSPECT: Learning More LEAD: Interested Nurture & Engage Different depth & value of content at each stage Different willingness to share personal data at each stage
Content for Suspects Just Browsing, Attract Me … Draw them in with optimized & FREE content Blog Posts Short Videos Fun Testimonials Any Short Form Content Other 8
Content for Prospects I’m Learning More, Help me Research? Give mid-weight content, for the price of ‘staying in touch’ Get an email address … Tips Checklists Curated list of ‘best blogs’ Low touch tools (graders) Contests Other 9
Content for Leads Interested, Help Solve my Problem … Remarkable content or offers, in return for details (full form) eBooks & White Papers Webinars 30-Minute assessments Free Trials Demo Request / RFP Other 10
Inbound Experiment | What are we doing? 11
Volunteers Needed …Prizes Awarded Volunteer, with laptop/wifi, to: ,[object Object]
Team brainstorm 3 different Content Offers
Team builds landing pages with HubSpot Free Trial
Discuss how you’d test
Share findings,[object Object]

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Editor's Notes

  1. More money than brains vs. more brains than money …. ???