3. @RyanBonnici | #B2BForum | @HubSpot
My mission:
Help you increase
your probability
of breakthrough
content marketing
success.
4. @RyanBonnici | #B2BForum | @HubSpot
BROKEN
The old playbook is
are on do
not call lists
direct mail is
never opened
unsubscribe
from email
skip
TV ads
48%20%91%83%
5. @RyanBonnici | #B2BForum | @HubSpot
The biggest problem
with the old playbook is that
it fights for people’s attention
by interrupting them.
Seth Godin (1998!)
“
9. @RyanBonnici | #B2BForum | @HubSpot
DEC 2013 DEC 2015
HERE’S A BLOG
POST FROM 2013
Look how much traffic
it is still getting 2 years
later (& continues to get)
11. @RyanBonnici | #B2BForum | @HubSpot
Blog Posts &
Web Content
In the world of digital,
people love content.
12. @RyanBonnici | #B2BForum | @HubSpot
Blog Posts &
Web Content
Photos &
Infographics
Videos &
Podcasts
In the world of digital,
people love content.
13. @RyanBonnici | #B2BForum | @HubSpot
Blog Posts &
Web Content
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks
In the world of digital,
people love content.
14. @RyanBonnici | #B2BForum | @HubSpot
Blog Posts &
Web Content
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks
Software
& Tools
In the world of digital,
people love content.
15. @RyanBonnici | #B2BForum | @HubSpot
+
All-in-one
inbound marketing
and sales software.
What do all
marketers
need to know?
16. @RyanBonnici | #B2BForum | @HubSpot
+
All-in-one
inbound marketing
and sales software.
What do all
marketers
need to know?
HOW GOOD IS
MY WEBSITE?
32. @RyanBonnici | #B2BForum | @HubSpot
Convert leads with
personalised content
experiences
Close customers with
personalised mktg.
automation
Attract visitors with their
web & blog content
35. @RyanBonnici | #B2BForum | @HubSpot
Convert leads with
personalised content
experiences
Close customers with
personalised mktg.
automation
Attract visitors with their
web & blog content
37. @RyanBonnici | #B2BForum | @HubSpot
HELPS YOU GENERATE
MORE OF WHAT YOU LOVE.
Creating content that people love,
38. @RyanBonnici | #B2BForum | @HubSpot
HELPS YOU GENERATE
MORE OF WHAT YOU LOVE.
Creating content that people love,
TRAFFIC, LEADS
& CUSTOMERS.
39. @RyanBonnici | #B2BForum | @HubSpot
Total blog posts
%LeadGrowth
Impact of total published blog posts on inbound leads
Read: leads increase as your content increases
NOT JUST FLUFFY LOVE.
REAL LOVE.. IN THE FORM OF LEADS
Leads
40. @RyanBonnici | #B2BForum | @HubSpot
Total blog posts
%LeadGrowth
Impact of total published blog posts on inbound leads
Read: leads increase as your content increases
NOT JUST FLUFFY LOVE.
REAL LOVE.. IN THE FORM OF LEADS
Leads
EffortEffort
41. @RyanBonnici | #B2BForum | @HubSpot
5 MARKETING TRENDS
Attraction
3.0
Personalised
content
Optimise for
conversion
Create
utility
Use tools
+ data
42. @RyanBonnici | #B2BForum | @HubSpot
Attraction
3.0
Personalised
content
Optimise for
conversion
Create
utility
Use tools
+ data
MARKETING TREND #1
44. @RyanBonnici | #B2BForum | @HubSpot
Demographics
• Mid-sized company (25-200 employees)
• Marketing team of 2-5 people
• Undergrad Degree
• 30, Married, 1 Child
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
MARKETING
MARY/MIKE
45. @RyanBonnici | #B2BForum | @HubSpot
YOUR
BUYER
PERSONA
INFORMS
YOUR
STRATEGY:
Place Time
Content
51. @RyanBonnici | #B2BForum | @HubSpot
naver.co.kr
Search Google or type URL
Consideratio
Decision
Awareness
52. @RyanBonnici | #B2BForum | @HubSpot
naver.co.kr
Search Google or type URLglasses that will make me look smart when presenting at events
glasses that will make me look smart when presenting at events – Google Search
glasses that will make you look smart
smart and stylish glasses for 2016
designer glasses 2015
designer glasses 2014
Consideratio
Decision
Awareness
55. @RyanBonnici | #B2BForum | @HubSpot
naver.co.kr
Search Google or type URL
Consideratio
Decision
Awareness
56. @RyanBonnici | #B2BForum | @HubSpot
naver.co.kr
Search Google or type URLwhy do i keep getting headaches at work?
why do i keep getting headaches at work? – Google Search
avoid headaches at work
what headache medication works best
how to reduce eye strain at work
how to be healthy at work
Consideratio
Decision
Awareness
62. @RyanBonnici | #B2BForum | @HubSpot
Form data helps us build
personas. It’s a key element
in digital marketing.
But it’s not enough, we need
to build on what we know.
Gather explicit data via forms
63. @RyanBonnici | #B2BForum | @HubSpot
Demographic Data
First & Last Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Such as demographic data
64. @RyanBonnici | #B2BForum | @HubSpot
What people do when
they’re on your site, landing
pages, email.
Leverage this to personalise
all aspects of our marketing.
Gather implicit data via behaviour
65. @RyanBonnici | #B2BForum | @HubSpot
Behavioural Data
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Such as behavioural data on your site
75. @RyanBonnici | #B2BForum | @HubSpot
Leads
MQLs
Subscribers
HOW DO YOU CONVERT TRAFFIC?
What you want
To establish a relationship
and open communication.
For blog subscribers you
want email address and
first name.
78. @RyanBonnici | #B2BForum | @HubSpot
Leads
MQLs
Subscribers
HOW DO YOU CONVERT LEADS?
What you want
To get data about the person to
further refine your comms and
begin to identify if they are a fit.
For leads you may want company
name, job title, employee size.
84. @RyanBonnici | #B2BForum | @HubSpot
BODY
• Avoid long copy
• Use bullet points
• Bold key points
• Include an image
85. @RyanBonnici | #B2BForum | @HubSpot
FORM
• Begin with CTA
• Right # of fields
• Actionable button
86. @RyanBonnici | #B2BForum | @HubSpot
FORM
• Begin with CTA
• Right # of fields
• Actionable button
*150% increase
in lead quality with
form verification.
87. @RyanBonnici | #B2BForum | @HubSpot
What you want
A potential customer to signal
they want to begin a sales
conversation.
Filling out a contact sales form,
demo, or starting a free trial.
Leads
MQLs
Subscribers
HOW DO YOU CONVERT MQLS?
95. @RyanBonnici | #B2BForum | @HubSpot
Create
utility
Personalised
content
Attraction
3.0
Optimise for
conversion
Use tools
+ data
MARKETING TREND #4
96. @RyanBonnici | #B2BForum | @HubSpot
Create free tools your buyer
persona will find useful.
THEY ARE
CONTENT
TOO!
97. @RyanBonnici | #B2BForum | @HubSpot
HOW DO THEY WORK?
• Freemium (doesn’t mean
you need to give away your
product and lost money).
• Instead of giving away
the solution, give away a tool
that diagnoses a problem.
• Whole businesses have
been built using this model.
98. @RyanBonnici | #B2BForum | @HubSpot
UNSPLASH.COM
• Built by Crew - a website that
connects freelancers with
projects to be done.
• Started as a small side project.
• Today it receives 11 million
unique users per month
99. @RyanBonnici | #B2BForum | @HubSpot
EXECUTIV.CO
bonni.ci/leadership-course
• Went very far up the funnel
(outside of executive coaching).
• What does every executive wonder
about? Leadership.
• Over 100K monthly searches
for “leadership course”
103. @RyanBonnici | #B2BForum | @HubSpot
CONTENT THEFT FAQ
• Use BuzzSumo & find great content
• Wrap link in your Snip.ly shortener
• Share the link with your own CTA
• Generate traffic back to your site
• AB test different links and headlines
104. @RyanBonnici | #B2BForum | @HubSpot
Schedule social updates
when your followers are
THE MOST ACTIVE
107. @RyanBonnici | #B2BForum | @HubSpot
Analyse other
brands competitors
tracking URLs by
ADDING A “PLUS”
108. @RyanBonnici | #B2BForum | @HubSpot
1. Attraction 3.0
2. Personalised content
3. Optimise for conversion
4. Create utility
5. Use tools + data
PULL IT ALL
TOGETHER
109. @RyanBonnici | #B2BForum | @HubSpot
GET A FREE 30 MINUTE
MARKETING ASSESSMENT
bit.ly/ryan-b2bforum
*enter all letters in lower case
110. @RyanBonnici | #B2BForum | @HubSpot
THANKS
#B2BFORUM
PS: I really love open
discussion and debate.
Tweet me @ryanbonnici