1. SMU Marketing Bootcamp

2. I am Justin Lee
I live, eat & breathe all things related to Growth.
Growth & Acquisition @HubSpot
Independent Growth Consultant
Follow me on Medium or Twitter
Hello!

3. Table of Content
◉ Digital Trends in 2019
◉ Introduction to Key Marketing Concepts
◉ Building Buyer Personas & Brand Story
◉ Introduction to Distribution Methods
◉ How to Analyze Your Marketing Data
◉ How to Build a Marketing Engine

4. 4
Anyone with an idea could
publish them on the internet.
There was virtually no
barriers to entry.
THE DAWN OF THE
INTERNET

5. “
But something interesting
happened.
5

6. 6
People had access to
countless options.

7. 7
People had access to
countless options.
That became overwhelming.

8. 8
People had access to
countless options.
That became overwhelming.
So a new trend took care of
that.

9. 9
THEN TODAY
Endless Options Curated Options
Homogenous Experience Personalized Experience
Endless Publishers A Few Aggregators

10. COMPANIES THAT REDEFINED
CONVENIENCE
10
Record Stores iTunes Spotify
Movie Theatre DVD Stores Netflix
Direct Mail Email WhatsApp

11. 11
They share a few traits
Generic Experience Personalized Experience
Responsive Predictive
Available 9-5 Available 24-7

12. 12
People have changed.
But Marketing Strategy has not.

13. 1. Conversational Marketing

14. MY TIME IN SHANGHAI

18. The Conversational Experience is all about creating
more natural, human, 1-to-1 interactions at every
stage of the funnel.

19. 2. Voice Search

20. Google Home
Amazon Alexa
Apple Siri
Microsoft
Cortana

21. By 2020, 50% of all searches are expected to
come from voice*
https://www.campaignlive.co.uk/article/just-say-it-future
-search-voice-personal-digital-assistants/1392459

22. So what are the differences between voice & text
search?

23. Difference #1 - More Location-based

27. Difference #2 - More Natural Language

28. Instead of saying “weather Singapore”
We search for “what is the weather in
Singapore”

29. Instead of saying “age Cristiano Ronaldo”
We search for “what is Cristiano Ronaldo age”

30. Instead of saying “chicken rice recipe”
We search for “how do I cook chicken rice”

32. Difference #3 - More ‘Action-based’

33. Call DBS
Calculate HDB Loan
Buy Tiger Beer for Party

34. 3. Evolution of SEO

36. Less ads = less clicks?

42. 4. Social Media Marketing

46. 5. Video Marketing

47. In a world where more and more is automated,
video emerges as one of the last communication
channels that can’t be faked.

48. Video is projected to claim more than 80% of all
web traffic by 2019.

50. Some of you right now...

51. At the end of today

52. Introduction to Key
Marketing Concepts

53. THEN
◉ Advertisers had all the control
◉ Consumers were bombarded
with ads & pamphlets trying to
sell them many products
◉ Advertisers & marketers
could not track the return of
investment of efforts

54. NOW
◉ The buyer is in control and has
much more power.
◉ They have all the tools at their
disposal to do their own
research.
◉ Platforms have detailed
information of interactions and
engagement.

56. Back to Basics
Before you think about anything else
1

57. Marketing is an organisational function and a set of processes for
creating, communicating and delivering value to customers and
for managing customer relationships in ways that benefit the
organisation and its stakeholders.
— Kerin, Hartley, Berkowitz and Rudelius, Marketing 9th Edition
Definition: Marketing

58. Content
Create awesome stuff
Distribution
Promote it in a really smart way

59. Monetization
Exchange value for money
Customer Experience
Focus on creating value

60. Content
Attracts strangers to your website.
Blogs Photos &
Infographics
Videos &
Podcasts
Presentations
& Ebooks

61. Distribution
Gets your content to new audiences.

62. Distribution
Gets your content to new audiences.

63. Distribution
Gets your content to new audiences.

64. Owned, Earned & Paid Media
Owned Media Earned Media Paid Media
● Blog
● Email Newsletter
● Social Media Posts
● Guest Blogging
● PR
● Customer Reviews
● Advertorials
● Paid Social Marketing
● Sponsorships

65. Think in frameworks
The speed at which channels rise and die is too fast
for you to keep up.

66. It’s all a numbers game
What is a funnel & how do you build one out
2

67. The marketing world is
built on funnels

68. Let’s take a look at retail stores
If you want to figure out how many
items you can sell over a month,
how will you plan out your
projections?

69. Now let’s take a look at emails
If you want to figure out how much
traffic you can get on your website,
how will you plan out your
projections?

71. AARRR!!!

72. Marketing Psychology
Things that don’t change
3

73. Purpose
Why do you exist?

74. ◉ Why do you exist?
◉ What do you stand for?
◉ What do you believe in?
◉ What benefit or greater good do you bring to people?
Define your purpose

76. ◉ Lower prices
◉ Faster solutions to problems
◉ Greater control over your time
◉ More choices
◉ Increased confidence/trust
Things that never change
◉ Entertainment/curiosity
◉ Deeper human interactions
◉ Greater transparency
◉ Less collateral damage
◉ Higher social status

77. Buyer Journey &
Persona
4

79. What is a Buyer Persona?
Buyer personas are fictional, generalized representations of your
ideal customers. They help you understand your customers (and
prospective customers) better, and make it easier for you to tailor
content to the specific needs, behaviors, and concerns of
different groups.

80. Imagine: Deliveroo or GrabFood

81. Example Persona - Sample Sam
Background
Demographic
Identifiers
- Restaurant chef owner
- Worked as head chef in a big hotel
restaurant for 4 years
- Married with 1 children
- Skews male
- Age 35 - 40
- Likes to have the kitchen under control
- Hates to handle new systems
- Prefers coming up with new recipes

82. Example Persona - Sample Sam
Goals
Challenges
What we can do
- Keep his kitchen staff motivated
- Support his serving staff
- Get returning customers
- Getting everything done with a small staff
- Training his serving crew on new
technology
- Make it easy for him to keep his customer
data

83. Example Persona - Sample Sam
Real quotes
Common
Objections
“I would love for the wait staff to handle
everything outside the kitchen but I’m afraid
they are not well equipped to do that”
“Is it hard to train my staff to use this system?”

84. Build a Buyer Persona
Look for the Buyer Persona Template in:
◉ http://bit.ly/smubootcamp
Now

85. Create Content Ideas
Look for the Content Ideas Template in:
◉ http://bit.ly/smubootcamp
Next

86. Introduction to Distribution Strategy

87. Content
Create awesome stuff
Distribution
Promote it in a really smart way

89. Distribution

90. Distribution
SEO Networks Performance

91. Owned, Earned & Paid Media
Owned Media Earned Media Paid Media
● Blog
● Email Newsletter
● Social Media Posts
● Guest Blogging
● PR
● Customer Reviews
● Advertorials
● Paid Social Marketing
● Sponsorships

92. Search Engine
Optimization - SEO
1

93. Search Engine Optimization
Increasing the visibility of your website rankings on
search engines.

95. Visibility
How prominent is the domain
Rankings
How to place the webpage

97. What does Google look at?
What the crawlers look for

98. Relevancy
This measures if the content
matches the intent of the
searcher
Google’s focus when ranking a
webpage
Authority
This measures if the creator
of the content knows what its
talking about

99. Relevancy in practice

100. Authority in practice

101. What about our focus?
Actionable SEO Tactics

102. Technical SEO
◉ Website navigation and links
◉ Simple URL structure
◉ Page speed
◉ Dead links or broken redirects
◉ Duplicate content

103. Technical SEO using Ahrefs
Tools

104. Content
Content is what customers want when searching.
Creating content that ranks well is about:
1. Understanding the intent behind search queries.
2. Targeting the right keywords and topics
3. Optimizing the content & page for these keywords

105. Keyword Research using
Ahrefs
Tools

106. Backlink building
Backlinks are references to your content on other websites.
Not all backlinks are the same, Google determine backlink
quality by:
1. The popularity of a linking site
2. The topic relevance of the linking content
3. The trustworthiness of the linking domain

107. Competitor Research using
Ahrefs
Tools

108. Performance
Marketing2

109. Performance Marketing
Advertisers pay only when a specific action is
completed, like a sale, lead submission or click.

110. Paid Search
are the ads you see on search
engines like Google, Yahoo &
Bing. Advertisers pay to bid
for keywords and capture
search interest from the
markets they are targeting.
2 Biggest Types of Performance
Paid Social
are the ads you see on social
media platform like Twitter,
Facebook, LinkedIn.
Advertisers pay to get their
ads shown on the native
newsfeed of the platform.

111. Facebook Advertising
◉ Direct Response: Getting
someone to take an action, i.e.
a download, a signup, a lead, a
purchase.
◉ Branding: Going after eyeballs,
but not necessarily a direct
action. You would see branding
campaigns from big brands like
JetBlue or Coke/Pepsi.

112. Now let’s take a look at Facebook
ads
If you want to figure out how much
traffic you can get on your website
from ads, how will you plan out
your projections?

113. Step 1: Pick your Objective
◉ Do you want a direct response?
◉ Or do you want eyeballs on
your brand?

114. Step 2: Pick Your Bid Strategy
◉ CPM - Impressions
◉ CPC - Clicks
◉ CPA - Conversions

115. Step 3: Set up your targeting
◉ Custom Audiences - A list you
have
◉ Demographics - Job title, gender
◉ Devices - iPhone, Android,
Chrome, Safari, Desktop

116. Step 4: Pick your country
◉ Tier your cities - Find out what
are your most valuable markets
◉ Benchmarks - Research online
on the average cost of
acquisition for each target city

117. Step 5: Pick your ad creative
◉ Keep them curious - Don’t tell
the reader everything they want
to hear
◉ Blend into the feed - Nothing
that looks like an ad

118. Build a Facebook Ad
Go to:
◉ http://facebook.com/ads
Now

119. Tips for optimisation
Things to consider when you are improving your ads

120. Lifetime value
The average purchase cycle
of a B2C product is vastly
different from a B2B product.
Think about how long it takes
for your customer to
purchase something again.
Consider the following
Industry
If your price point is higher &
lifetime value is higher, it
might not make sense to
always just go for direct
response ads. Try using ads
as a nurturing tool

121. Lifetime value
The average purchase cycle
of a B2C product is vastly
different from a B2B product.
Think about how long it takes
for your customer to
purchase something again.
Consider the following
Industry
If your price point is higher &
lifetime value is higher, it
might not make sense to
always just go for direct
response ads. Try using ads
as a nurturing tool

122. Understanding your
conversion rates
A B C
Reach 50 20 80
Impressions 30 15 10
Clicks 5 2 3

123. How to Analyze Your Marketing Data

124. Part A: Concepts
◉ What is Marketing Analytics?
◉ History
◉ Why is it useful?
◉ What are the concepts?
◉ Web Analytics 101
◉ Data points to take note
Part B: Building an engine
◉ Anatomy of an A/B test
◉ Setting up a CRM
◉ Collecting data
◉ Using the data
◉ Useful Tools / Resources

125. Marketing Analytics is the act of measuring the steps
and touch points that lead to the increased value of a
user or a website.
Definition: Marketing
Analytics

126. ◉ Finding problems with your website so you can fix them and
increase revenue
◉ Killing bad digital media buys or marketing strategies
◉ Understanding the pain points in your customer life cycle
◉ Creating returning visitors + purchasers
◉ Predict marketing outcomes
What is it useful for?

127. Concept 1: Looking at your
marketing health

128. ◉ There are no bad solutions, just
ones that work and ones that
can be improved
◉ Test results can often seem
counter-intuitive
◉ If you can’t make an
improvement, go back to the
best performing
Concept 2: Test & iterate

129. ◉ What is a metric? A metric is a measure of the relationship between
one or more numbers generated by your website or customers.
◉ You do not need hundreds of metrics, just a couple of good ones
◉ Measure your key metrics regularly (at least weekly)
◉ Build metrics for specific business goals (customer acquisition,
revenue, etc)
Concept 3: Get the metrics
right

130. ◉ Tag all your external links – Paid,
earned, brand, sponsored, email,
social, referral & anything else.
◉ Don’t stress if you can’t track! Focus
on the channels you can
Concept 4: Only measure what
you can

131. Web Analytics using Google
Analytics
Tools

132. ◉ Unique Visitors
◉ Visits / Day
◉ Bounce rate
◉ New vs Returning depending on website section
◉ Mobile / Desktop visits
◉ Visits by language & country
Web Analytics 101 - The Basics

133. ◉ Sources - Did you traffic come by Organic, Paid, Email, Campaigns?
◉ Visitor flow analysis – Where customers are finding pages / dropping
off
◉ Visitor segmentation by purpose of visit – If someone visits your jobs
page, are they a potential customer? Should you include them in other
measures?
Web Analytics 101 - Advanced

134. Funnel Reporting using
Google Analytics
Tools

135. ◉ Goal Conversion (What makes you money?)
◉ Segmentation (How do you want to compare / isolate users?)
◉ Goals with fallout analysis (funnel visualization)
◉ Media cost data upload – useful for media cost analysis & basic
attribution
◉ Web tag management system to increase site performance /
efficiency
◉ Tag all of your incoming links with enough data for you to make
decisions
Data Checklist

136. Channel Conversion Rate
Analysis using Google
Analytics
Tools

137. ◉ CPA – Cost Per Acquisition, this metric is a calculation of the cost to
acquire each new lead. The theory is that your profit per customer
should be higher than this number.
◉ Conversion rate by channel, use this to correctly identify various steps
in the funnel to see if the messaging is correct through the transaction
◉ ALTV – Average Lifetime User Value – Use this to calculate the value of
every new client you acquire.
New Business Analytics 101

138. Building a Marketing Engine

139. A/B Testing in practice

140. A/B Testing in practice
As EA prepared to release the new
version of SimCity, they released a
promotional offer to drive more
game pre-orders. The offer was
displayed as a banner across the top
of the pre-order page --
front-and-center for shoppers.*
*Source: HubSpot

141. A/B Testing in practice
The variation with no offer
messaging whatsoever drove 43.4%
more purchases. Turns out people
really just wanted to buy the game
-- no extra incentive necessary.*
*Source: HubSpot

142. Before starting a test
◉ Understand your learning objective
◉ Craft a clear hypothesis
◉ Make sure you reach statistical significance
◉ Find out about your sample size

143. Understanding your learning
objective
The main objective of this experiment is to understand if _____
What are finding out the answer to?
E.g. The main objective of this experiment is to understand if reducing the
number of fields on the checkout form will lead to an increase in purchase
completion rate.

144. Crafting your hypothesis
We believe that _____ because ____
*note*: it’s not about your experiment or what you think is going to
happen. It’s about what you believe is true about the thing itself.
Hypotheses should be falsifiable.
E.g. We believe that people are abandoning the cart because the process is
too long and there is too much information to enter.

145. Making sure you reach statistical
significance
Statistical significance refers to “the low probability of obtaining at least as
extreme results given that the null hypothesis is true.”
This means that your result will be replicable and reproducible. The results
were not due to chance.

146. Finding out about your sample
size
If the sample size is too small, then you can’t be confident in being able to
reproduce the results
Think about how many people will see your page, ad or whatever you are
testing for. A sample size of 100 people and below is considered low.
Track this using an analytics tool like Google Analytics etc.

147. Build a mini automation
system
Now

148. Setting up a CRM
www.hubspot.com/crm

149. Collecting data
www.surveymonkey.com

150. Using the data
Its cheaper to get more money out of an existing customer than it is to
acquire a new one (4 to 10 times cheaper)
You automatically send emails to existing customers who have shown
recent or renewed interest in your product. This focuses your marketing
efforts on a select few to increase your conversion rate

151. SEO
◉ Webmasters Tool
◉ Moz
◉ Ahrefs
◉ Chrome search
modifiers
Social
◉ Hootsuite
◉ Buffer
◉ Facebook Insights
Marketing Automation
◉ HubSpot
◉ Mailchimp
◉ Instapage
◉ Marketo
Other Useful Tools
◉ Optimizely
◉ Zapier
◉ Jotform
Other Useful Resources