Template Resources for Partners

Inbound Methodology Slides

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The time to change is now…

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1What is outbound marketing?

2What is inbound marketing?

3The philosophy of inbound

4The methodology of inbound

5The tools of inbound

6Additional resource

Agenda

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What is outbound marketing?

More luck than judgement?

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Source: Moz.com

Reasons why outbound no longer works

1. Too many media messages

Not only has the media landscape grown by type; each type has grown exponentially by volume.

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The proliferation of media.

Advertising was proliferating faster than laws were implemented to regulate it, which leads us to ...

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2. Deceptive advertising

of consumers need to

hear company claims63%

3-5x before they’ll

actually believe

them!

Consumers are accustomed to false claims and deceit in advertising, so even when clever ads are seen by consumers, they’re thought to be

dishonest.

InterruptionFalse claimsOver-promisingUnder-deliveringBrand egocentrism ExploitationLawsuits

}This changed everything.

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3. Technology has empowered the

consumer

Consumers gained access to tools

and information that enabled them

to dodge interruptive brand

messages and instead seek out

information when they’re ready.

Technology has empowered the consumer

Caller idPVRsThe do not call list Spam softwareBroadband internet SmartphonesSocial media

This Changed Everything.}

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What is Inbound Marketing?

Instead of buying ads, buying

email lists, or cold calling,

inbound marketing focuses on

creating educational content

that pulls people toward your

website where they can learn

more about what you sell on

their own accord.

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Inbound is an approach to marketing that reaches today’s consumer.

Understand what content pulls your buyers through the sales funnel, and use that context to personalize your marketing at scale.

Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media.

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Inbound marketing in a nutshell:

Market with a magnet, not a sledgehammer.

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Why does inbound marketing work?

Pre-internet.

• Buyer: relatively

uninformed.

• Buyer journey: linear.

• Marketing playbook:

interrupt (cold calls and

advertising).

Think about it.

Today.

• Buyer: well-informed.

• Buyer journey: fluid

and random. Starts with

google.

• Marketing playbook:

thought leadership

through content

creation.

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By aligning the content you

publish with your customer’s

interests, you can earn

permission to market to

prospects that you can convert

into leads, close into customers,

and delight to the point they

come promoters of your brand.

Earning your buyers’ trust

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How does inbound work?

The methodology facilitates the buyer journey through the sales funnel – from strangers to promoters of your brand.

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Fundamentals of inbound marketing #1 …Focus on your business goals

Top line goal: £12,000 in new business

Average order value:£2,000

Current lead to customer conversion:10%. Example: 100 leads = 10 customers

Current website visitor to lead conversion1.5% Example: 1000 hits = 15 leads

Monthly Targets

4000visitors

60leads

6customers

Align activity to your business goals and objectives

Fundamentals of inbound marketing #2 …Don’t lose sight of your audience

Align activity to your buyer personas

Sample Sally• The following slides are based on the buyer persona for a fictional

software company and are purely illustrative.

BACKGROUND

• Head of Human Resources

• Worked at the same company for 10 years; worked her way up from HR Associate

• Married with 2 children (10 and 8)

DEMOGRAPHICS

• Skews female

• Age 30-45

• Dual HH Income: £100,000

• Suburban

IDENTIFIERS

• Calm demeanor

• Probably has an assistant screening calls

• Asks to receive collateral mailed/printed

Sample Sally

GOALS

Keep employees happy and turnover low

Support legal and finance teams

CHALLENGES

Getting everything done with a small staff

Rolling out changes to the entire company

HOW WE HELP

Make it easy to manage all employee data in one place

Integrate with legal and finance teams’ systems

Sample Sally

REAL QUOTES

“It’s been difficult getting company-wide adoption of new technologies in the past.”

“I don’t have time to train new employees on a million different databases and platforms.”

“I’ve had to deal with so many painful integrations with other departments’ databases and software.”

COMMON OBJECTIONS

I’m worried I’ll lose data transitioning to a new system.

I don’t want to have to train the entire company on how to use a new system.

Sample Sally

MARKETING MESSAGING

Integrated HR Database Management

ELEVATOR PITCH

We give you an intuitive database that integrates with your existing software and platforms, and lifetime training to help new employees get up to speed quickly.

Fundamentals of inbound marketing #3 …Not all buyers are ready to buy

Along the top are the four actions (Get found, engage,

convert analyse) companies must take in order to

obtain visitors, leads, and customers.

The inbound methodology

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Tools to attract strangers to

your site include:

• Blogging

• Social media

• Keyword optimization

• Site pages

Step 1: Get FoundAttract strangers and turn them into website

visitors.

We’re going to take a moment to emphasise the importance of blogging because it’s that important ...

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Companies blog because it’s one of the most effective ways to attract potential customers to your site.

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The average company that blogs generates:

Seriously. Blogging works.

Source: HubSpot

55% 97%434%

more indexed pages

more website visitors

more inbound links

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Companies that blog generate 126% more leads than those that don’t.

Blog No blog0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

Av

era

ge

Mo

nth

ly L

ea

d G

row

th

Source: HubSpotSurvey N = 2,300

Source: HubSpot

Blogging is regularly linked to higher ROI.

Blogging Do’s and Don’ts

Do

Add a keyword to every blog title

Add an image to every blogAdd a call-to-action to every post

Keep your buyer persona in mind when writing

Share your articles across your social media accounts a few times

Make sure your blog subscribers receive an email update

Don’t

Write short, low quality articles

Write exclusively about company news

Keep telling people how brilliant your products and services are

Copy and paste other people’s articles

Blogging isn’t the only tool that effectively attracts customers to you, though.

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You must share

remarkable content

and valuable

information on the

social web, engage

with your prospects,

and put a human face

on your brand.

You need to be active on social media too…

Consider your audience

Relevant content + right channel + right time

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Consider your goals

Goals = Traffic, leads and salesSocial is a good source of leadsRegularly share links to landing pages

Don’t be boring…Visual engages

Posts with visuals receive 94% more page visits and engagement. Visual data is processed much faster by the brain than text is.

More than 75% of brand posts shared on Facebook are photos.

You need to carefully,

analytically pick keywords,

optimize your pages, create

content, and build links around

the terms your ideal buyers

are searching for.

You should create content around targeted keywords as well.

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Search engines and users like

frequently updated websites,

so you need to transform

your site into a beacon of

helpful, fresh, and optimized

pages to appeal to your ideal

buyers without having to rely

on IT.

Keep your website fresh

Now, what tools do you use to turn traffic into leads?

Tools to convert visitors into

leads include:

• Premium content

• Calls-to-Action

• Landing Pages

• Contacts Database

Step 2: EngageConvert website visitors into leads.

Premium content development

Align to your buyer personas:

• Pain points

• Solutions

• Evidence

• The Sell

Calls-to-action (CTAs) are buttons or links that encourage

your visitors to take action, like “download a whitepaper” or

“attend a webinar.” If you don’t have CTAs or if they aren’t

enticing enough, you won’t generate leads.

Entice your visitors to claim an offer with calls-to-action.

When a website visitor clicks

on a CTA, they should then be

sent to a landing page where

the offer in the call-to-action is

fulfilled, and where the

prospect submits information

that your sales team can use

to begin a conversation with

them.

Drive visitors to landing pages where they can become leads.

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Landing page best practices

Do

Use clear, compelling headings

Explain the value of the offer to your persona

Include images

Include social sharing links

Capture details using a form

Don’t

Include navigation away from the page

Write in large paragraphs of text

Add too many fields on your form

Use jargon or generic ‘submit’ buttons

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Bad landing page

Keep track of the leads you're

converting in a centralized

marketing database so you

can make sense out of every

interaction you’ve had with

your contacts – be it through

email, a landing page, or

social media.

Utilise your CRM and collect data to hone your activities

What tools do you use to turn leads into customers?

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Tools to convert leads into

customers include:

• Marketing Automation

• Email marketing

Step 3: Convert Close leads into customers through lead nurturing.

What if a visitor clicks on your

CTA and fills out a form on a

landing page to download a

whitepaper, but still isn’t

ready to become a customer?

Nurture them with a series of

emails focused on useful,

relevant content until they’re

ready.

Send targeted emails to leads to pull them through the sales funnel.

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If a visitor downloaded a

whitepaper from you in the

past, you might want to send

that lead a series of related

emails. But if they follow you

on twitter and visited certain

pages on your website, you

might want to tailor the

messaging.

Go beyond email by using automation informed by context and lifecycle.

The Do’s and Don’ts of marketing automation

Do

Understand that marketing automation is a technology, not a strategy

Take advantage of automation technology to build lead nurturing workflows

Automate email communications especially from your sales team

Make sure you’re collecting enough of the right data to make automation really work for you

Don’t

Overlook all the things that can be automated and what you can gain from an automation process

Don’t automate the wrong things

Don’t send generic email communications

Forget to align your automation strategy to your persona

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Tools to analyse results include

• Analytics

• CRM

• Closed loop reporting

Step 4: AnalyseMeasure and improve

Know which marketing efforts

are bringing in the best leads

and whether your sales team

is focused on the most

qualified leads by integrating

with your customer

relationship management

(CRM) system.

Links marketing with sales. /

Sales & marketing alignment

Close the loop by integrating your marketing tools with your CRM.

Treat people like people and

earn trust by using smart

content and personalisation

tokens to create a tailored

experience based on

prospects’ needs across all of

your marketing channels –

from CTAs to email to landing

pages.

Keep the cycle going by continually nurturing with personalised content.

To recap…

Here’s how the inbound methodology and tools all come together.

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1) GET FOUND: TRAFFIC

GENERATION

2) ENGAGE: GET LEADS

3) CONVERT: GET CUSTOMERS

4) ANALYSE: OPTIMISE

Create blog content, search engine optimize

(SEO) that content, and promote it on social

media sites.

Place calls-to-action throughout your website, blog,

social accounts, and email to drive visitors to

landing pages with forms.

Send leads targeted, automated emails to drive them

through your buying cycle. Provide your sales team with lead

intelligence for more effective sales calls.

Analyse the success of your marketing campaigns, and

determine which areas need further optimisation or

personalisation for future success.

Does it work? Absolutely.

300% increase in

organic traffic

100% social audience growth

2500% YOY social traffic

increase

100% increase in

leads

5

Finally....

Tweet about the event using the hashtag

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