This document discusses how marketers can use context to personalize customer experiences across the sales funnel. It outlines a three-step process: 1) Gather information about customers from all touchpoints to build a 360-degree view of who they are and what interests them, 2) Personalize the experience based on that information through personalized content, lead nurturing, websites, landing pages and social media, and 3) Use the context gathered to better sell to customers by monitoring their activities and engaging with them directly. The goal is to move from treating customers as part of a crowd to speaking to each individual customer as an "audience of one."

1. Ryan Ball
HEAD OF ENTERPRISE SALES EMEA
HubSpot

2. Conversations,
not Campaigns:
How to Create Profitable Relationships With
Clients Through Context
Ryan L. Ball
Head of Enterprise Sales (EMEA) @ HubSpot
@ryanlball
ie.linkedin.com/in/ryanlball

3. Ryan L. Ball
@ryanlball

4. Marketers are not loved
Less Lovable More Lovable
Stockbrokers lawyers
Marketers

5. We use budget to interrupt people’s lives.

6. THAT MARKETING PLAYBOOK IS
BROKEN.
86%
skip TV ads
91%
unsubscribe
from email
200M
on the
Do Not Call list
44%
of direct mail is
never opened

7. Our Inbound Marketing
Methodology
Source - http://www.hubspot.com/products/inbound-marketing/

8. Create content that adds
value,

9. Create content that adds
value, solves a pain
point,

10. Create content that adds
value, solves a pain
point, or just
entertains.

11. 3
Create
Marketing
Assets
Create a
Content
Machine23
Context to
Personalise your
Funnel
USE CONTEXT
TO
PERSONALISE

12. As marketers we want more traffic, leads,
customers.

13. As marketers we want more traffic, leads,
customers.
But, in marketing we talk a lot about the crowd.

14. Your customers don’t want to feel like
they are part of the crowd.

15. They have different challenges and
are at various stages of the buying cycle.

16. We’ve talked about how we use
personas and content to attract the right visitors.

17. How can we use context to personalise
their experience across the funnel?

18. Email marketing
tools allow us to do
some context
marketing.
Email Marketing
Relevant List
Segment
Dynamic Subject Line
Dynamic Body Copy
Dynamic CTA

19. The results are in!

20. Click through rates: 14%+
Conversion rates: 10%+
The results are in!

21. But it’s 2015, is context in email
really the best we can do?

23. The Broad Context Marketing Strategy
Buyer Persona
Personalised
Email Content
Personalised
Lead Nurturing
Personalised
Website
Content
Personalised
Landing Pages
Personalised
Social Media
Engagement
Mobile Optimised

24. The 3 Keys to
Context Marketing

25. The 3 Keys to Context Marketing
1 Gather
2 Personalise
3 Sell

26. 1 Gather information
across all touch points.
The 3 Keys to Context Marketing

28. Gather demographic data
Capture demographic data…
The 3 Keys to Context Marketing

29. The 3 Keys to Context Marketing
Gather demographic data
Capture demographic data…

30. The 3 Keys to Context Marketing - Gather
Gather demographic data
Demographic Data
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Behavioural Data
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched

31. Behavioural Data
Blog articles read
Forms filled
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Demographic Data
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
The 3 Keys to Context Marketing - Gather
Build a 360° view of every contact
Who they are

32. Behavioural Data
Blog articles read
Forms filled
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Demographic Data
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
The 3 Keys to Context Marketing - Gather
Build a 360° view of every contact
Who they are
What they are interested in

33. Personalise the experience
across every interaction.2

34. …and combine with behavioral data to build lead
profiles.
The 3 Keys to Context Marketing - Personalise
Persona
Driven

35. Personal goes beyond knowing someone’s First
Name.
Personalised
Email Content
The 3 Keys to Context Marketing - Personalise

36. The 3 Keys to Context Marketing - Personalise
Personalised
Lead Nurturing

38. Personal goes beyond email marketing.
The 3 Keys to Context Marketing - Personalise
Personalised
Website
Content

39. The 3 Keys to Context Marketing - Personalise
Personalised
Website
Content

40. The 3 Keys to Context Marketing - Personalise
Personalised
Landing Pages

41. …and takes into consideration where and when
they consume content.
The 3 Keys to Context Marketing - Personalise
Personalised
Social Media
Engagement

42. Personal caters for people preferences.
The 3 Keys to Context Marketing - Personalise
Mobile
Optimised

44. What about the people
we don’t know?
The 3 Keys to Context Marketing - Personalise

45. Personalise the experience for all of your visitors - even
if they are not in your database yet!
The 3 Keys to Context Marketing - Personalise

46. Use context
to sell.3

48. The 3 Keys to Context Marketing – Use Context to Sell
Complete visibility into
interaction with our
marketing & sales material.

49. Notifications on key activities.
Direct to my inbox.
The 3 Keys to Context Marketing – Use Context to Sell

50. Monitor and engage with my
prospects on social media.
Analyse and report on your
specific Accounts (Companies)
to further guide your efforts
The 3 Keys to Context Marketing – Use Context to Sell

52. The 3 Keys to Context Marketing
1
2
3
Gather
Personalise
Sell
Pulling It Together

53. The right content,
to the right person,
at the right time.

55. Stop speaking to our audience like
they are part of the crowd.

56. Start speaking to them,
as an audience of one.

57. THANK YOU.