Jani Aaltonen - presentation in Scaled16 9.3.2016 @Microsoft -house Keilaniemi, Espoo

1. Go International with inbound marketing
Workshop
@janiaaltonen

2. @janiaaltonen
founding partner
www.salescommunications.fi

6. SMART- goals
•Specific(täsmällinen | konkreettinen)
•Measurable (mitattava)
•Achievable (saavutettavissa oleva)
•Relevant (relevantti)
•Time-related (aikaan sidottu)

8. Set your goals

10. Semi-fictional representations of your ideal customer
based on real data and some select educated speculation.
BUYER PERSONAS

11. Every marketing activity
you take, moving forward,
will tie back to your buyer
personas.
FLICKR USER DECLANTM

12. Everything ties back:
• Keyword strategy
• Website content
• Blog posts
• Offers
• CTAs
• Landing pages
• Thank you pages
• Lead nurturing emails
• New services
• New products
FLICKR USER

13. PersonaDetail Sample question to Ask
Role What is your job role? Your title?
Company/Organization
What industry or industries does your company
work/is your role in?
Goals What are you working to accomplish?
Challenges What are your biggest challenges?
Watering Holes
How do you learn about new information for your
job?
Shopping Preferences
Do you use the internet to research vendors or
products?
SAMPLE PERSONA RESEARCH QUESTIONS

14. BACKGROUND:
• He runs a small business that he started after a career in the industry
• Married with a couple of children
• He’s been running his own business for about 3 years
DEMOGRAPHICS:
• Typically in his mid 40s
IDENTIFIERS:
• Drives a modest vehicle
• Achiever with entrepreneurial flair
• Determined individual and a natural leader
GOALS:
• Has high ambitions for his business
• Can see great opportunities in his marketplace for growth
• Likes to be his own boss
CHALLENGES:
• Cash flow can limit growth potential
• Lenders aren’t too helpful about borrowing funds to grow
• Income can be a little erratic at times due to business cash flow
• Occasionally has to borrow funds to borrow money which causes stress
• Isn’t on the same wavelength as his accountant
SOUNDBITES:
• “Sometimes, it’s difficult to do it all, and I just feel so stretched at times .”
GARY THE BUSINESS OWNER

15. www.makemypersona.com

17. THE BUYER’S JOURNEY
The active research process someone goes through leading up to a purchase.

18. THE BUYER’S JOURNEY
Prospect is experiencing and
expressing symptoms of a problem
or opportunity. Is doing educational
research to more clearly
understand, frame, and give a
name to their problem.

19. THE BUYER’S JOURNEY
Prospect has now clearly defined their
problem or opportunity, and given it a
name. Is committed to researching
and understanding all of the available
approaches and/or methods to solving
the defined problem or opportunity.

20. THE BUYER’S JOURNEY

21. THE BUYER’S JOURNEY

22. AWARENESS CONSIDERATION DECISION
User Behavior
Research & Info Needs
Key Terms
Content Types
BUYER STAGES
Have realized and expressed
symptoms of a potential prob-
lem or opportunity
Research focused on vendor
neutral 3rd party information
around identifying problems or
symptoms
Troubleshoot
Issue
Resolve
Risks
Upgrade
Improve
Optimize
Prevent
Solution
Provider
Service
Supplier
Tool
Device
Software
Appliance
Compare
Vs.
versus
comparison
Pros and Cons
Benchmarks
Review
Test
Have clearly defined and given a
name to their problem or oppor-
tunity
Have defined their solution
strategy, method, or approach
Committed to researching and
understanding all of the available
approaches/methods to solving
their defined problem or oppor-
tunity
Researching supporting docu-
mentation, data, benchmarks or
endorsements to make or recom-
mend a final decision
Analyst reports
Research reports
eGuides & eBooks
Editorial content
Expert content
White papers
Educational content
Webcase/podcast/video
Vendor comparisons
Product comparisons
Case Studies
Trial Download
Product Literature
Example
I have a sore throat, fever,
and I’m achy all over.
What’s wrong with me?
Aha! I have strep throat.
What are my options for
relieving or curing my
symptoms?
I can see a primary care
physician, ER, nurse or clinic.
The ER costs $$$, but are the
fastest & I have insurance.
Comparison white papers
Expert Guides
Live interactions
Live Demo
Buyer’s Journey

23. IDENTIFY BUYER PERSONA
KEYWORDS IN BUYER’S JOURNEY

25. Resourcing

26. ToFu MoFu BoFu
Weekly
Monthly
Yearly
2
8
104
1
4
52
0,5
2
24

27. Hours Money Know How
Set budget!

31. Awarness Consideration Decision
Top of funnel
Generates Leads
Middle of funnel
Generates Prospects
Bottom of funnel
Generates Sales Qualified
Leads and help sales to sell

33. Who is your industrys thought leader?

35. Where does
your
Buyer
Persona
Hang out?

44. Nurture them and put them on a workflow

46. www.salescommunications.fi/go-international-with-inbound-marketing