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Inbound Marketing
- 1. Building a Sales Pipeline through Inbound Marketing Matt Hodkinson CEO, Influence Agents ! ! @matt_hodkinson
- 2. In a Nutshell… “Inbound marketing is all about getting found by customers. Unlike dated and costly outbound tactics, inbound marketing relies on leveraging web content to bring customers to you”
- 3. Benefits of an Inbound Marketing Funnel • Search rankings and traffic referrals • Social engagement • More predictable lead generation • Conversion rate optimisation - added transparency • Automated lead nurturing - better qualification with less effort • Improved sales conversions - more stringent qualification and improved data about prospects • Re-activate “dormant” list/database contacts
- 4. 128% Increased in Client Lifetime Value 50% Increase in Revenues 7.5x Increased in Leads Generated • B2B eCommerce Platform • Before: Poorly or non-qualified leads • After: Automated early-funnel follow-ups • Lead Scoring and prioritised contact • Progressive profiling to improve customer knowledge • Transparency of contact behaviour on-site and email
- 5. 2.8x Leads Generated via Email 190% Increased in Traffic from Organic Search in 6 months 30% Conversions from Email Marketing • Sales Software Platform • Before: Poor site visitor data and lead insights • Long sales cycle • After: 66% reduction in Sales cycle • Persona-led communications & segmentation • Custom lead scoring - 85/100 prompts outreach • Automated workflows have halved lead response times
- 6. 55% Decrease in Customer Attrition 87% Increase in Customers Year-on-Year 152% Increase in Revenues Year-on-Year • SaaS Business Intelligence Platform • Before: No formal follow-up process • “Bare bones” analytics • After: More personalisation in email comms • Notifications bring faster response to Sales Qualified Leads • In-depth analytics and contact insights
- 7. Distribution Content Strategy Technology Talent The 5 Elements of Successful Marketing Automation
- 8. Lead Generation ! ! ! ! ! ! ! ! ! CMS ! ! ! ! ! ! ! ! ! Email Automation ! ! ! ! ! ! ! ! ! CRM ! ! ! ! ! ! ! ! !
- 9. Lead Generation ! ! ! ! ! ! ! ! ! CMS ! ! ! ! ! ! ! ! ! Email Automation ! ! ! ! ! ! ! ! ! CRM ! ! ! ! ! ! ! ! ! Funnel Management ! ! ! ! ! ! ! ! !
- 10. Information Qualified Leads Marketing Qualified Leads Sales Qualified Leads £££ FAQ Ready to Invest (Time, Money or Both) Brand Filter Social Media PR SEO PPC Networking CRM Clients/Customers
- 11. MoFu Offer ToFu Offer Thank You Page Email #1 Email #2 Email #3 Quiet List 2 days 5 days 5 days
- 12. Progressive Profiling Sales Dossier
- 13. Conversion Rate Optimisation Social Media PR SEO PPC Networking Information Qualified Leads Marketing Qualified Leads Sales Qualified Leads £££
- 14. 2 Primary areas of “pain”…
- 15. Strategy • Not everyone has a talent for marketing • Disconnect between “social” and sales • Poorly-constructed customer journeys • Lack of insight • Positioning/messaging too generic • No/unrealistic goals
- 16. Distribution • Low follower/fan numbers • Small/no database or email list • Low engagement/little influence • Following not relevant • Paid search/social ads too costly?
- 17. Workshop Agenda 1. Technology and Skills Review 2. Persona Design 3. Primary Triggers 4. Through-Funnel Content Planning