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A Crash Course in
Inbound Marketing
How your startup can use marketing to
get more customers
Christian Mongillo
Business Development
@HubSpot for Startups
HubSpot is a software company that helps
businesses grow and...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
People‘s behaviours
have changed.
They‘re tuning out
traditional
marketing tactics.
In order to attract
customers,
marketers have
to provide them
with something
they love.
Definition
Inbound Marketing
Is a holistic, data-driven approach to
marketing that attracts individuals to
your brand and ...
Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
Traditional
SEO
Blogging
1:1 Messaging
Attraction
Cust...
Attract
Blog
Keywords
Social Media
Convert
Forms
Calls-to-action
Landing Pages
Close
Email
Automation
Sales Enablement
Del...
Can you
out-help
your
competitors?
(helping is hard!)
The company that best
solves for the customer wins.
@cmongi02 | #HubspotforStartups | @HubSpotStartups
Attract Visitors
Convert Leads
Close Customers
THE INBOUND
MARKETING FU...
@KatWarboys | #GrowWithHubSpot | @HubSpot
Attract Visitors
Convert Leads
Close Customers
HOW TO CONVERT WEB
VISITORS INTO ...
@KatWarboys | #GrowWithHubSpot | @HubSpot
CREATION
Content
1
@KatWarboys | #GrowWithHubSpot | @HubSpot
are you creating
content for?
WHO
@KatWarboys | #GrowWithHubSpot | @HubSpot
Create a buyer
persona based on
your ideal
customer.
@KatWarboys | #GrowWithHubSpot | @HubSpot
Growth Gary
Demographics:
• Boutique agency (5-20 employees)
• Account Manager
•...
@KatWarboys | #GrowWithHubSpot | @HubSpot
YOUR
BUYER
PERSONA
INFORMS
YOUR
STRATEGY:
Place Time
Content
@KatWarboys | #GrowWithHubSpot | @HubSpot
How do you decide
WHAT CONTENT
TO CREATE?
@KatWarboys | #GrowWithHubSpot | @HubSpot
WHAT’S YOUR
PERSONA
SEARCHING
FOR?
Ask yourself:
@KatWarboys | #GrowWithHubSpot | @HubSpot
GOOGLE ALERTS1.
@KatWarboys | #GrowWithHubSpot | @HubSpot
GOOGLE TRENDS2.
@KatWarboys | #GrowWithHubSpot | @HubSpot
GET IDEAS FROM
REAL, LIVE
HUMANS.
3.
Industry
podcasts
FAQs from
customers
(and ...
@KatWarboys | #GrowWithHubSpot | @HubSpot
COMPELLING?
What makes your content
Relevance Timeliness UniquenessValue
@KatWarboys | #GrowWithHubSpot | @HubSpot
• Free White-papers
• Free Guides & Tips
• Free eBooks
• Free Checklists
• Free ...
@KatWarboys | #GrowWithHubSpot | @HubSpot
OPTIMIZATION
Content
2
@KatWarboys | #GrowWithHubSpot | @HubSpot
LET’S SAY YOU’RE CREATING BLOG CONTENT
companies who
prioritise blogging are
13x...
@KatWarboys | #GrowWithHubSpot | @HubSpot
LET’S SAY YOU’RE CREATING BLOG CONTENT
companies who
prioritise blogging are
13x...
@KatWarboys | #GrowWithHubSpot | @HubSpot
LET’S SAY YOU’RE CREATING BLOG CONTENT
companies who
prioritise blogging are
13x...
@KatWarboys | #GrowWithHubSpot | @HubSpot
HOOK YOUR
READER
WITH
CURIOUSITY
@KatWarboys | #GrowWithHubSpot | @HubSpot
COSCHEDULE HEADLINE ANALYSER
@KatWarboys | #GrowWithHubSpot | @HubSpot
MAKE
CONTENT
EASY TO
READ
@KatWarboys | #GrowWithHubSpot | @HubSpot
Source: Nielson Norman Group
79% of readers skim,
while only 16% read
every word...
@KatWarboys | #GrowWithHubSpot | @HubSpot
MAKE CONTENT
EASY TO SHARE
@KatWarboys | #GrowWithHubSpot | @HubSpot
WORD COUNT VS
AVERAGE SOCIAL SHARES
@KatWarboys | #GrowWithHubSpot | @HubSpot
MAKE YOUR CONTENT
MORE SHAREABLE
@KatWarboys | #GrowWithHubSpot | @HubSpot
MAKE YOUR CONTENT
MORE SHAREABLE
There is a
19% increase in
retweets when you
in...
@KatWarboys | #GrowWithHubSpot | @HubSpot
MAKE YOUR CONTENT
MORE SHAREABLE
There is a
17% increase in
retweets when you
in...
@KatWarboys | #GrowWithHubSpot | @HubSpot
DISTRIBUTION
Content
3
@KatWarboys | #GrowWithHubSpot | @HubSpot
SOCIAL MEDIA
@KatWarboys | #GrowWithHubSpot | @HubSpot
2015 B2B Content Marketing Trends - North America: Content Marketing Institute /...
@KatWarboys | #GrowWithHubSpot | @HubSpot
VISUALS
MATTER.
TRY CANVA
FOR EASY
(FREE)
GRAPHIC
CREATION.
@KatWarboys | #GrowWithHubSpot | @HubSpot
SHARE A
VARIETY OF CONTENT
@KatWarboys | #GrowWithHubSpot | @HubSpot
REACH THE RIGHT AUDIENCE
WITH TARGETED UPDATES
@KatWarboys | #GrowWithHubSpot | @HubSpot
INCREASE REACH
WITH BOOSTED POSTS
@KatWarboys | #GrowWithHubSpot | @HubSpot
Tweet your links
at a slower pace.
Source: The Science of Social Media by Dan Za...
@KatWarboys | #GrowWithHubSpot | @HubSpot
GET
CREATIVE
and find other
channels that work
for you.
@KatWarboys | #GrowWithHubSpot | @HubSpot
INSTAGRAM
@KatWarboys | #GrowWithHubSpot | @HubSpot
QUORA
@KatWarboys | #GrowWithHubSpot | @HubSpot
PRODUCTHUNT
@KatWarboys | #GrowWithHubSpot | @HubSpot
“
Herbert Krugman
PEOPLE NEED TO HEAR AND SEE
SOMETHING 5 TIMES FOR IT TO AFFECT...
@KatWarboys | #GrowWithHubSpot | @HubSpot
ANALYSIS
Content
4
@KatWarboys | #GrowWithHubSpot | @HubSpot
1. Traffic
2.
3. Engagement
Sources of traffic
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
What sources
are driving
your ...
@KatWarboys | #GrowWithHubSpot | @HubSpot
WHAT’S THE
ENGAGEMENT
ON YOUR
CAMPAIGNS?
Email:
Facebook:
Twitter:
Landing page:...
@cmongi02 | #HubspotforStartups | @HubSpotStartups
Attract VisitorsAttract Visitors
Convert Leads
Close Customers
HOW TO C...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
No BusinessNo ConversionTraffic
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Leads
MQLs
Subscribers
HOW
DO ...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Leads
MQLs
Subscribers
HOW
DO ...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Leads
MQLs
Subscribers
HOW
DO ...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Leads
MQLs
Subscribers
HOW
DO ...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Leads
MQLs
Subscribers
GENERAT...
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
PLACE A “SUBSCRIBE” FORM
ON YOUR BLOG
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
CREATE A BLOG SUBSCRIBER
LANDING PAGE
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Leads
MQLs
Subscribers
CAPTURI...
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
HAVE A RELEVANT
ON BLOG POSTS.
CALL-TO-ACTION (CTA)
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
HAVE THAT ‘CTA’ LEAD TO A
DEDICATED LANDING PAGE
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
OPTIMIZE YOUR
LANDING PAGES
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
VS
A/B TEST YOUR
LANDING PAGES
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
VS
A/B TEST YOUR
LANDING PAGES
WINNER
Conversion
increased
110%
in this...
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
ERROR RATE DECREASED FROM 60% TO 22%
FOCUS ON
QUALITY CONVERSIONS
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Leads
MQLs
Subscribers
TURN LE...
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
EMAIL 1 EMAIL 2 EMAIL 3
NURTURE LEADS WITH
MARKETING AUTOMATION
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
OR
WINNING THE
EMAIL BATTLE GROUND
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Compelling Subject Line
CHECKL...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Compelling Subject Line
Sender...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Compelling Subject Line
Sender...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Compelling Subject Line
Sender...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Compelling Subject Line
Sender...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Compelling Subject Line
Sender...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Compelling Subject Line
Sender...
@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Potential customer
visits your site
Later, customer surfs the
web and s...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Subscriber to lead
ratio
METRI...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
162
customers
requires
20,000
...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
3
Reverse engineer
your funnel...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
HOW TO TURN
LEADS INTO CUSTOME...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
All Sales Reps
are A**holes.
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Sales is
motivated
by more
tha...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Marketers
sit around all
day d...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Marketers are
all about data.
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
MIS COMMUNICATION
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
SALES REP
SCOTT
We don’t have
...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
MARKETING
MICHELLE
We give sal...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Companies with strong sales an...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Compared to a
for companies wi...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
COLLABORATE?
So, how do we
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
SALES MARKETING+ =
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
2.1. 3.
COMMON
LANGUAGE
SETTIN...
@KatWarboys | #GrowWithHubSpot | @HubSpot@KatWarboys | #GrowWithHubSpot | @HubSpot
SERVICE LEVEL
AGREEMENT
A contract betw...
@KatWarboys | #GrowWithHubSpot | @HubSpot@KatWarboys | #GrowWithHubSpot | @HubSpot
MARKETING
TO SALES
SALES TO
MARKETING
N...
@KatWarboys | #GrowWithHubSpot | @HubSpot@KatWarboys | #GrowWithHubSpot | @HubSpot
MARKETING
TO SALES
SALES TO
MARKETING
N...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
STEP
1
STEP
2
STEP
4
STEP
3
ST...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
=
NEW
REVENUE GOAL
AVERAGE
SAL...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
NEW
CUSTOMERS GOAL
LEAD TO
CUS...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
Calculate the Sales Side.
3
BU...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
How will you incentivize sales...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
SMARKETING
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
1
Inbound
is about
being
human...
@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
THANK YOU
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Inbound Marketing for Startups - HubSpot for Startups

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This is a crash course for marketing and sales best practices as an early stage startup. Learn how to attract visitors, convert leads, and close customers with the INBOUND methodology.

Publié dans : Marketing
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Inbound Marketing for Startups - HubSpot for Startups

  1. 1. A Crash Course in Inbound Marketing How your startup can use marketing to get more customers
  2. 2. Christian Mongillo Business Development @HubSpot for Startups HubSpot is a software company that helps businesses grow and scale their marketing and sales.
  3. 3. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
  4. 4. People‘s behaviours have changed. They‘re tuning out traditional marketing tactics.
  5. 5. In order to attract customers, marketers have to provide them with something they love.
  6. 6. Definition Inbound Marketing Is a holistic, data-driven approach to marketing that attracts individuals to your brand and converts them into lasting customers.
  7. 7. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric Traditional SEO Blogging 1:1 Messaging Attraction Customer - Centric Inbound VS What Makes Inbound Different?
  8. 8. Attract Blog Keywords Social Media Convert Forms Calls-to-action Landing Pages Close Email Automation Sales Enablement Delight Events Social Media Dynamic Website How does inbound marketing work? Visitors Leads Customers PromotersStrangers
  9. 9. Can you out-help your competitors? (helping is hard!)
  10. 10. The company that best solves for the customer wins.
  11. 11. @cmongi02 | #HubspotforStartups | @HubSpotStartups Attract Visitors Convert Leads Close Customers THE INBOUND MARKETING FUNNEL Convert Leads
  12. 12. @KatWarboys | #GrowWithHubSpot | @HubSpot Attract Visitors Convert Leads Close Customers HOW TO CONVERT WEB VISITORS INTO LEADS
  13. 13. @KatWarboys | #GrowWithHubSpot | @HubSpot CREATION Content 1
  14. 14. @KatWarboys | #GrowWithHubSpot | @HubSpot are you creating content for? WHO
  15. 15. @KatWarboys | #GrowWithHubSpot | @HubSpot Create a buyer persona based on your ideal customer.
  16. 16. @KatWarboys | #GrowWithHubSpot | @HubSpot Growth Gary Demographics: • Boutique agency (5-20 employees) • Account Manager • Undergrad Degree • Aged 30, career-orientated Goals: • Grow revenue for agency • Increase KPIs for clients • Be recognised as a top agency Challenges: • Unpredictable amount of work • Client retention • Can’t find metrics to validate success
  17. 17. @KatWarboys | #GrowWithHubSpot | @HubSpot YOUR BUYER PERSONA INFORMS YOUR STRATEGY: Place Time Content
  18. 18. @KatWarboys | #GrowWithHubSpot | @HubSpot How do you decide WHAT CONTENT TO CREATE?
  19. 19. @KatWarboys | #GrowWithHubSpot | @HubSpot WHAT’S YOUR PERSONA SEARCHING FOR? Ask yourself:
  20. 20. @KatWarboys | #GrowWithHubSpot | @HubSpot GOOGLE ALERTS1.
  21. 21. @KatWarboys | #GrowWithHubSpot | @HubSpot GOOGLE TRENDS2.
  22. 22. @KatWarboys | #GrowWithHubSpot | @HubSpot GET IDEAS FROM REAL, LIVE HUMANS. 3. Industry podcasts FAQs from customers (and those who didn’t turn into customers) Talk to sales reps Rants from executives Internal documents
  23. 23. @KatWarboys | #GrowWithHubSpot | @HubSpot COMPELLING? What makes your content Relevance Timeliness UniquenessValue
  24. 24. @KatWarboys | #GrowWithHubSpot | @HubSpot • Free White-papers • Free Guides & Tips • Free eBooks • Free Checklists • Free Videos • Free Kits AWARENESS STAGE • Free Webinars • Case Studies • Product Spec • Free Events CONSIDERATION STAGE • Free Trials • Demos • Free Consultations • Estimates or Quotes • Free Samples & Discounts DECISION STAGE AUDIENCE? What format best serves your
  25. 25. @KatWarboys | #GrowWithHubSpot | @HubSpot OPTIMIZATION Content 2
  26. 26. @KatWarboys | #GrowWithHubSpot | @HubSpot LET’S SAY YOU’RE CREATING BLOG CONTENT companies who prioritise blogging are 13x more likely to achieve a positive ROI. 13x
  27. 27. @KatWarboys | #GrowWithHubSpot | @HubSpot LET’S SAY YOU’RE CREATING BLOG CONTENT companies who prioritise blogging are 13x more likely to achieve a positive ROI. 13x
  28. 28. @KatWarboys | #GrowWithHubSpot | @HubSpot LET’S SAY YOU’RE CREATING BLOG CONTENT companies who prioritise blogging are 13x more likely to achieve a positive ROI. 13x
  29. 29. @KatWarboys | #GrowWithHubSpot | @HubSpot HOOK YOUR READER WITH CURIOUSITY
  30. 30. @KatWarboys | #GrowWithHubSpot | @HubSpot COSCHEDULE HEADLINE ANALYSER
  31. 31. @KatWarboys | #GrowWithHubSpot | @HubSpot MAKE CONTENT EASY TO READ
  32. 32. @KatWarboys | #GrowWithHubSpot | @HubSpot Source: Nielson Norman Group 79% of readers skim, while only 16% read every word on a page.
  33. 33. @KatWarboys | #GrowWithHubSpot | @HubSpot MAKE CONTENT EASY TO SHARE
  34. 34. @KatWarboys | #GrowWithHubSpot | @HubSpot WORD COUNT VS AVERAGE SOCIAL SHARES
  35. 35. @KatWarboys | #GrowWithHubSpot | @HubSpot MAKE YOUR CONTENT MORE SHAREABLE
  36. 36. @KatWarboys | #GrowWithHubSpot | @HubSpot MAKE YOUR CONTENT MORE SHAREABLE There is a 19% increase in retweets when you include a quote.
  37. 37. @KatWarboys | #GrowWithHubSpot | @HubSpot MAKE YOUR CONTENT MORE SHAREABLE There is a 17% increase in retweets when you include a stat.
  38. 38. @KatWarboys | #GrowWithHubSpot | @HubSpot DISTRIBUTION Content 3
  39. 39. @KatWarboys | #GrowWithHubSpot | @HubSpot SOCIAL MEDIA
  40. 40. @KatWarboys | #GrowWithHubSpot | @HubSpot 2015 B2B Content Marketing Trends - North America: Content Marketing Institute / MarketingProfs B2B CONTENT MARKETING SOCIAL MEDIA PLATFORM USAGE
  41. 41. @KatWarboys | #GrowWithHubSpot | @HubSpot VISUALS MATTER. TRY CANVA FOR EASY (FREE) GRAPHIC CREATION.
  42. 42. @KatWarboys | #GrowWithHubSpot | @HubSpot SHARE A VARIETY OF CONTENT
  43. 43. @KatWarboys | #GrowWithHubSpot | @HubSpot REACH THE RIGHT AUDIENCE WITH TARGETED UPDATES
  44. 44. @KatWarboys | #GrowWithHubSpot | @HubSpot INCREASE REACH WITH BOOSTED POSTS
  45. 45. @KatWarboys | #GrowWithHubSpot | @HubSpot Tweet your links at a slower pace. Source: The Science of Social Media by Dan Zarrella
  46. 46. @KatWarboys | #GrowWithHubSpot | @HubSpot GET CREATIVE and find other channels that work for you.
  47. 47. @KatWarboys | #GrowWithHubSpot | @HubSpot INSTAGRAM
  48. 48. @KatWarboys | #GrowWithHubSpot | @HubSpot QUORA
  49. 49. @KatWarboys | #GrowWithHubSpot | @HubSpot PRODUCTHUNT
  50. 50. @KatWarboys | #GrowWithHubSpot | @HubSpot “ Herbert Krugman PEOPLE NEED TO HEAR AND SEE SOMETHING 5 TIMES FOR IT TO AFFECT A BEHAVIOUR CHANGE.
  51. 51. @KatWarboys | #GrowWithHubSpot | @HubSpot ANALYSIS Content 4
  52. 52. @KatWarboys | #GrowWithHubSpot | @HubSpot 1. Traffic 2. 3. Engagement Sources of traffic
  53. 53. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups What sources are driving your traffic?
  54. 54. @KatWarboys | #GrowWithHubSpot | @HubSpot WHAT’S THE ENGAGEMENT ON YOUR CAMPAIGNS? Email: Facebook: Twitter: Landing page: Open rate, click through rate, unsubscribe rate, deliverability Views, shares, likes, comments Impressions, retweets, favorites Traffic, submissions rate
  55. 55. @cmongi02 | #HubspotforStartups | @HubSpotStartups Attract VisitorsAttract Visitors Convert Leads Close Customers HOW TO CONVERT WEB VISITORS INTO LEADS Convert Leads
  56. 56. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups No BusinessNo ConversionTraffic
  57. 57. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Leads MQLs Subscribers HOW DO YOU CONVERT TRAFFIC?
  58. 58. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Leads MQLs Subscribers HOW DO YOU CONVERT TRAFFIC? To establish a relationship and open communication. For blog subscribers you want email address and first name. What you want
  59. 59. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Leads MQLs Subscribers HOW DO YOU CONVERT TRAFFIC? To get data about the person to further refine your communication and begin to identify if they are a fit. Company name, job title, employee count etc. What you want
  60. 60. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Leads MQLs Subscribers HOW DO YOU CONVERT TRAFFIC? A potential customer to signal they want to begin a sales conversation. Filling out a contact sales form, demo or starting a trial. What you want
  61. 61. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Leads MQLs Subscribers GENERATING
  62. 62. @cmongi02 | #HubSpotforStartups | @HubSpotStartups PLACE A “SUBSCRIBE” FORM ON YOUR BLOG
  63. 63. @cmongi02 | #HubSpotforStartups | @HubSpotStartups CREATE A BLOG SUBSCRIBER LANDING PAGE
  64. 64. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Leads MQLs Subscribers CAPTURING
  65. 65. @cmongi02 | #HubSpotforStartups | @HubSpotStartups HAVE A RELEVANT ON BLOG POSTS. CALL-TO-ACTION (CTA)
  66. 66. @cmongi02 | #HubSpotforStartups | @HubSpotStartups HAVE THAT ‘CTA’ LEAD TO A DEDICATED LANDING PAGE
  67. 67. @cmongi02 | #HubSpotforStartups | @HubSpotStartups OPTIMIZE YOUR LANDING PAGES
  68. 68. @cmongi02 | #HubSpotforStartups | @HubSpotStartups VS A/B TEST YOUR LANDING PAGES
  69. 69. @cmongi02 | #HubSpotforStartups | @HubSpotStartups VS A/B TEST YOUR LANDING PAGES WINNER Conversion increased 110% in this test
  70. 70. @cmongi02 | #HubSpotforStartups | @HubSpotStartups ERROR RATE DECREASED FROM 60% TO 22% FOCUS ON QUALITY CONVERSIONS
  71. 71. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Leads MQLs Subscribers TURN LEADS INTO
  72. 72. @cmongi02 | #HubSpotforStartups | @HubSpotStartups EMAIL 1 EMAIL 2 EMAIL 3 NURTURE LEADS WITH MARKETING AUTOMATION
  73. 73. @cmongi02 | #HubSpotforStartups | @HubSpotStartups OR WINNING THE EMAIL BATTLE GROUND
  74. 74. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Compelling Subject Line CHECKLIST
  75. 75. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Compelling Subject Line Sender Name CHECKLIST
  76. 76. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Compelling Subject Line Sender Name Personalised Copy CHECKLIST
  77. 77. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Compelling Subject Line Sender Name Personalised Copy Call-To-Action CHECKLIST
  78. 78. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Compelling Subject Line Sender Name Personalised Copy Call-To-Action Image CHECKLIST
  79. 79. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Compelling Subject Line Sender Name Personalised Copy Call-To-Action Image Unsubscribe Link CHECKLIST
  80. 80. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Compelling Subject Line Sender Name Personalised Copy Call-To-Action Image Unsubscribe Link CHECKLIST
  81. 81. @cmongi02 | #HubSpotforStartups | @HubSpotStartups Potential customer visits your site Later, customer surfs the web and sees your ad Customer goes back to your site Potential customers become paying customers LEVERAGE PAID RETARGETING Ad was targeted to only your website visitors
  82. 82. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Subscriber to lead ratio METRICS MQL to customer ratio, cost per lead, length of sales cycle Lead to customer ratio, cost per lead, length of sales cycle Leads MQLs Subscribers
  83. 83. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups 162 customers requires 20,000 visits Visitors: 20,000 Customers: 162 2,400 - Leads 1,080 - MQLs 6,000 - Subscribers 40% Subscriber- to-Lead 45% Lead-to-MQL 30% Conversion Rate 15%MQL-to-Customer REVERSE-ENGINEER YOUR FUNNEL
  84. 84. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups 3 Reverse engineer your funnel to know the value of your leads 1 Reduce the friction wherever possible 2 Always present options to progress down the funnel KEYTAKEAWAYS
  85. 85. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups HOW TO TURN LEADS INTO CUSTOMERS Convert Leads Close Customers Attract Visitors
  86. 86. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups All Sales Reps are A**holes.
  87. 87. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Sales is motivated by more than money.
  88. 88. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Marketers sit around all day doing arts and crafts.
  89. 89. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Marketers are all about data.
  90. 90. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups MIS COMMUNICATION
  91. 91. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups SALES REP SCOTT We don’t have enough leads… …and even the ones we have aren’t good.
  92. 92. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups MARKETING MICHELLE We give sales plenty of leads. They don’t put in enough effort to close deals.
  93. 93. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Companies with strong sales and marketing alignment achieve annual growth rate
  94. 94. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Compared to a for companies with poor alignment decline in annual revenue
  95. 95. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
  96. 96. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups
  97. 97. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups COLLABORATE? So, how do we
  98. 98. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups SALES MARKETING+ =
  99. 99. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups 2.1. 3. COMMON LANGUAGE SETTING UP THE PROCESS UTILISING TOOLS SMARKETING STEPS TO SUCCESS
  100. 100. @KatWarboys | #GrowWithHubSpot | @HubSpot@KatWarboys | #GrowWithHubSpot | @HubSpot SERVICE LEVEL AGREEMENT A contract between a service provider and the end user that defines the level of service expected from the service provider.
  101. 101. @KatWarboys | #GrowWithHubSpot | @HubSpot@KatWarboys | #GrowWithHubSpot | @HubSpot MARKETING TO SALES SALES TO MARKETING Number and quality of leads required to hit company revenue goals Speed and depth of lead follow-up that makes economic sense
  102. 102. @KatWarboys | #GrowWithHubSpot | @HubSpot@KatWarboys | #GrowWithHubSpot | @HubSpot MARKETING TO SALES SALES TO MARKETING Number and quality of leads required to hit company revenue goals Speed and depth of lead follow-up that makes economic sense
  103. 103. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups STEP 1 STEP 2 STEP 4 STEP 3 STEP 5 BUILDING SMARKETING ALIGNMENT Calculate the Marketing Side Determine Business Growth Calculate the Sales Side Set up Marketing SLA Reporting Set up Sales SLA Reporting
  104. 104. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups = NEW REVENUE GOAL AVERAGE SALES PRICE Determine Business Growth 1 BUILDING SMARKETING ALIGNMENT # of Customers
  105. 105. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups NEW CUSTOMERS GOAL LEAD TO CUSTOMER CLOSE % Calculate the Marketing Side 2 BUILDING SMARKETING ALIGNMENT = LEADS GOAL
  106. 106. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups Calculate the Sales Side. 3 BUILDING SMARKETING ALIGNMENT The number of deals which go to the vendor who responds first. 35% 50%
  107. 107. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups How will you incentivize sales behavior?
  108. 108. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups SMARKETING
  109. 109. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups 1 Inbound is about being human KEYTAKEAWAYS 2 Alignment through shared language 3 Metrics ensure we are all kept accountable 4 Tools & platforms enable all of this
  110. 110. @KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups THANK YOU

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