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Marketing Powered by Data julcreative.com | @julcreativeMarketing Powered by Data
BUILDERS ASSOCIATION OF
THE TWIN CITIES
...
Marketing Powered by Data
Tweet @julcreative
#BuildingBetterMarketing
Questions
Comments
Interesting Takeaways
Marketing Powered by Data
Cost of Customer Acquisition (COCA)
EXAMPLE
Total Marketing Staff Costs $200,000
Total Advertisi...
Marketing Powered by Data
Inbound marketing costs
per lead than traditional, outbound marketing.
AVG COST/LEAD: $143
AVG C...
Marketing Powered by Data
Marketing Methods
Used in Home
Searches Today
• Internet: 90%
• Yard Sign: 53%
• Home Tours: 45%...
Marketing Powered by Data
Breakout Discussion
Take 5-10 minutes at each of
your tables and discuss how
prospects are findi...
Marketing Powered by Data
Attract
Strangers Visitors
Blog
Keywords
Social Media
Marketing Powered by Data
Marketing Powered by Data
Measure
Attract
Email
Signals
Workflows
Events
Social Inbox
Smart Content
Ample Opportunity For ...
Marketing Powered by Data
• 71% of people say blogs affect
their purchasing decision (HubSpot
2014)
• 80% of blog visits a...
57%of businesses have
acquired a customer
through their
company blog.
SOURCE: HUBSPOT,
2013
Marketing Powered by Data
More Blogs, More Leads
Marketing Powered by Data
Marketing Powered by Data
Breakout Discussion
Take 5-10 minutes at each of your tables and discuss
this scenario: You have...
Marketing Powered by Data
Blog Post
Marketing Powered by Data
Convert
Visitors Leads
Forms
Calls-to-action
Landing Pages
Marketing Powered by Data
Measure
Attract
Blog
Keywords
Social Media
Events
Social Inbox
Smart Content
Marketing Powered by Data
Target Buyer Persona: Melissa & Mike the Gen-Y
Personal
Background:
Role: Influential
Position i...
Marketing Powered by Data
Target Buyer Persona: Bob & Sue Soon to be Retirees
Personal
Background:
Role: Influential
Posit...
Marketing Powered by Data
Is your sales process based on?
a. The way you want to sell
b. The way Mike and Melissa
are maki...
Marketing Powered by Data
Understand Your Buyers Journey
Meet Them Where They Are
Marketing Powered by Data
Buyer Personas + Buyers Journey
= Higher Conversions
PERSONA LIFECYCLE STAGE
Melissa & Mike
The ...
Marketing Powered by Data
Close
Leads Customers
Email
Signals
Workflows
Marketing Powered by Data
Smarketing
• Companies with strong sales and marketing
alignment achieve a 20% annual growth rat...
Marketing Powered by Data
Close
• The website and marketing automation
move prospects down the sales funnel
• Smarketing T...
Marketing Powered by Data
Delight
Customers Promoters
Events
Social Inbox
Smart Content
Marketing Powered by Data
Delight
• Keep top-of-mind with current clients
• Smarketing Toolbox up-sell
Marketing Powered by Data
Inbound Methodology
Convert Close Delight MeasureAttract
Strangers Visitors Leads Customers Prom...
Marketing Powered by Data
The bad news:
We’re way
behind.
The good news:
Plenty of open
opportunity in
your industry!
Marketing Powered by Data
What We Know…
• In 2015, 81% of the buyers journey starts
with with online search.
• 90% of peop...
Marketing Powered by Data
The Costs of Doing Nothing
• Maintain status quo
• Relevancy is reduced, day by day
• Your compe...
Marketing Powered by Data
Stop Selling. Start Educating.
Educational Marketing is
about understand buying
behavior
Marketing Powered by Data
Lead Generation
Warriors!
Marketing Powered by Data
Discussion
Is there anyone who would like to evaluate their website
with the group? If so, would...
Marketing Powered by Data
Contact Info
Jenna Engel
Inbound Marketing Specialist
jenna@julcreative.com
414.852.8889
julcrea...
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BATC Round Table Discussion on Inbound Marketing

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Jenna Engel, an Inbound Marketing Specialist at Jul Creative, discusses how inbound methods increase your chances of attracting, converting, closing, and delighting your target market!

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BATC Round Table Discussion on Inbound Marketing

  1. 1. Marketing Powered by Data julcreative.com | @julcreativeMarketing Powered by Data BUILDERS ASSOCIATION OF THE TWIN CITIES Introducing your Chief Growth Officer February 2016
  2. 2. Marketing Powered by Data Tweet @julcreative #BuildingBetterMarketing Questions Comments Interesting Takeaways
  3. 3. Marketing Powered by Data Cost of Customer Acquisition (COCA) EXAMPLE Total Marketing Staff Costs $200,000 Total Advertising Costs $300,000 Total Technology (Salesforce, Pardot, Hubspot, etc.) $150,000 Total Marketing Costs $650,000 New Annual Customers 50 COCA $650,000 / 50 = $13,000
  4. 4. Marketing Powered by Data Inbound marketing costs per lead than traditional, outbound marketing. AVG COST/LEAD: $143 AVG COST/LEAD: $373 OUTBOUND INBOUND SOURCE: HUBSPOT, 2014
  5. 5. Marketing Powered by Data Marketing Methods Used in Home Searches Today • Internet: 90% • Yard Sign: 53% • Home Tours: 45% • Newspaper Ad: 27% • Homes Magazine: 18% Source: Joint Study with Google and Consumer and Market Trends in Real Estate
  6. 6. Marketing Powered by Data Breakout Discussion Take 5-10 minutes at each of your tables and discuss how prospects are finding homebuilder companies online.
  7. 7. Marketing Powered by Data Attract Strangers Visitors Blog Keywords Social Media
  8. 8. Marketing Powered by Data
  9. 9. Marketing Powered by Data Measure Attract Email Signals Workflows Events Social Inbox Smart Content Ample Opportunity For Your Industry Keyword Monthly Search Difficulty (1 easy-100 hard) Custom Homes 3,600 16 Building a Home 2,400 58 Custom Home Builders 4,400 60 Custom Home Builder 1,300 59
  10. 10. Marketing Powered by Data • 71% of people say blogs affect their purchasing decision (HubSpot 2014) • 80% of blog visits are complete strangers that have never been onto your companies website (HubSpot 2014) • Companies that blog have 55% more website visitors than those that don’t (HubSpot 2013)
  11. 11. 57%of businesses have acquired a customer through their company blog. SOURCE: HUBSPOT, 2013
  12. 12. Marketing Powered by Data More Blogs, More Leads
  13. 13. Marketing Powered by Data
  14. 14. Marketing Powered by Data Breakout Discussion Take 5-10 minutes at each of your tables and discuss this scenario: You have attracted a qualified prospect, they saw your post on social media of your blog and clicked to read it. Now what? How are you going to interact with them, figure out who they are once they get onto your site?
  15. 15. Marketing Powered by Data Blog Post
  16. 16. Marketing Powered by Data Convert Visitors Leads Forms Calls-to-action Landing Pages
  17. 17. Marketing Powered by Data Measure Attract Blog Keywords Social Media Events Social Inbox Smart Content
  18. 18. Marketing Powered by Data Target Buyer Persona: Melissa & Mike the Gen-Y Personal Background: Role: Influential Position in Company Company Information: Goals and Challenges Shopping & Industry News Preference: Age: 32-37 Family: Married with 1-2 children in pre-school or younger Education: College Degrees Job Measured: staying ahead of competition, efficiency, employee productivity Skills Required: People management, analysis, decision maker, Position: Manager, C- Suite, Entrepreneur Manages: General Managers Yearly Salary: $125k+ Success Means: growth, wealth, happiness with family Value Most: family, success Biggest Challenge: balancing work & life. Biggest Objections: Finding an honest, open ended contractor to help them build their dream home. Also looking for ways to make this process less time consuming Preferred Communication: Phone and email Use internet for buying research: Much Social Networking: Twitter, snap chat Pinterest Facebook, LinkedIn, & Google+ Buyer Persona
  19. 19. Marketing Powered by Data Target Buyer Persona: Bob & Sue Soon to be Retirees Personal Background: Role: Influential Position in Company Company Information: Goals and Challenges Shopping & Industry News Preference: Age: 55-62 Family: Married with grown children in their 30s Education: college degrees Job Measured: roles and responsibility are being reduced consistently, worked to improve upper management productivity within the company Skills Required: People management, analysis, decision maker, Position: small business owner / upper level management Manages: General Managers Yearly Salary: $150+ Success Means: enjoying what they worked for the past 40 years together Value Most: family, raising grand children, traveling Biggest Challenge: Building the perfect home close to loved ones. Biggest Objections: Finding a contractor that will accommodate their personalized home plan and helping create a low maintenance home. Preferred Communication: Phone and email Use internet for buying research: Much Social Networking: Twitter, Facebook & LinkedIn Buyer Persona
  20. 20. Marketing Powered by Data Is your sales process based on? a. The way you want to sell b. The way Mike and Melissa are making decisions
  21. 21. Marketing Powered by Data Understand Your Buyers Journey Meet Them Where They Are
  22. 22. Marketing Powered by Data Buyer Personas + Buyers Journey = Higher Conversions PERSONA LIFECYCLE STAGE Melissa & Mike The Gen-Y Melissa and Mike are looking to sell their ‘starter’ house and are looking for an honest contractor to help them build their dream home. They want a suburban, safe community with good schools and an easy commute. A big backyard and a friendly neighbor is desired. They are also concerned with building an environmentally friendly home and ways to make this process less time consuming as possible. AWARENESS CONSIDERATION DECISION • What to look for when choosing a custom home builder contractor [eBook] • Ten Mistakes to Avoid When Building a New Home [eBook] • Fact or Myth: Ways To Build Your Home Environmentally Friendly [Whitepaper] • Checklist on The Top 5 Facts to be Aware of When Hiring a Contractor [Checklist] • The Factoring Turnaround Time When Building a House Ground Up [Template] • Top 10 Questions to Ask a Contractor Before Hiring • Free 30-Minute Consultation
  23. 23. Marketing Powered by Data Close Leads Customers Email Signals Workflows
  24. 24. Marketing Powered by Data Smarketing • Companies with strong sales and marketing alignment achieve a 20% annual growth rate. Companies with poor sales and marketing alignment have a 4% revenue decline. (Infor CRM 2015) • The most common complaint made by 65% of sales reps and teams is that they can’t find content/information to send to prospects. (Kapost 2014)
  25. 25. Marketing Powered by Data Close • The website and marketing automation move prospects down the sales funnel • Smarketing Toolbox helps with personalized follow up quickly, with less effort, which increases follow-up and effectiveness of follow-up
  26. 26. Marketing Powered by Data Delight Customers Promoters Events Social Inbox Smart Content
  27. 27. Marketing Powered by Data Delight • Keep top-of-mind with current clients • Smarketing Toolbox up-sell
  28. 28. Marketing Powered by Data Inbound Methodology Convert Close Delight MeasureAttract Strangers Visitors Leads Customers Promoters Blog Keywords Social Media Forms Calls-to-Action Landing Pages Email Signals Workflows Events Social Inbox Smart Content HubSpot Google Analytics Google Webmaster
  29. 29. Marketing Powered by Data The bad news: We’re way behind. The good news: Plenty of open opportunity in your industry!
  30. 30. Marketing Powered by Data What We Know… • In 2015, 81% of the buyers journey starts with with online search. • 90% of people looking to build or buy a home use the internet to research. • By 2020, customers will manage 85% of their relationships without talking to a human.
  31. 31. Marketing Powered by Data The Costs of Doing Nothing • Maintain status quo • Relevancy is reduced, day by day • Your competition adapts and kicks your a@#
  32. 32. Marketing Powered by Data Stop Selling. Start Educating. Educational Marketing is about understand buying behavior
  33. 33. Marketing Powered by Data Lead Generation Warriors!
  34. 34. Marketing Powered by Data Discussion Is there anyone who would like to evaluate their website with the group? If so, would everyone please jot down 3 positive attributes of the website and 3 negative attributes.
  35. 35. Marketing Powered by Data Contact Info Jenna Engel Inbound Marketing Specialist jenna@julcreative.com 414.852.8889 julcreative.com | @julcreative

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