On target 2015, Ryan Ball, HubSpot
57
Ryan Ball HEAD OF ENTERPRISE SALES EMEA HubSpot
-
Upload
vendemore-a-bisnode-company -
Category
Marketing
-
view
300 -
download
1
Transcript of On target 2015, Ryan Ball, HubSpot
Ryan BallHEAD OF ENTERPRISE SALES EMEA
HubSpot
Conversations, not Campaigns: How to Create Profitable Relationships With Clients Through Context
Ryan L. BallHead of Enterprise Sales (EMEA) @ [email protected]/in/ryanlball
Ryan L. Ball@ryanlball
Marketers are not loved
Less Lovable More Lovable
Stockbrokers lawyers
Marketers
We use budget to interrupt people’s lives.
THAT MARKETING PLAYBOOK IS
BROKEN.
86% skip TV ads
91% unsubscribefrom email
200Mon the
Do Not Call list
44% of direct mail is never opened
Our Inbound Marketing Methodology
Source - http://www.hubspot.com/products/inbound-marketing/
Create content that adds
value,
Create content that adds
value, solves a pain point,
Create content that adds
value, solves a pain point, or just
entertains.
3Create
Marketing Assets
Create a Content Machine23
Context to Personalise your
Funnel
USE CONTEXT
TO PERSONALISE
As marketers we want more traffic, leads,
customers.
As marketers we want more traffic, leads,
customers.
But, in marketing we talk a lot about the crowd.
Your customers don’t want to feel like
they are part of the crowd.
They have different challenges and
are at various stages of the buying cycle.
We’ve talked about how we use
personas and content to attract the right visitors.
How can we use context to personalise
their experience across the funnel?
Email marketing
tools allow us to do
some context
marketing.
Email Marketing
Relevant List
Segment
Dynamic Subject Line
Dynamic Body Copy
Dynamic CTA
The results are in!
Click through rates: 14%+
Conversion rates: 10%+
The results are in!
But it’s 2015, is context in email
really the best we can do?
The Broad Context Marketing Strategy
Buyer Persona
Personalised
Email Content
Personalised
Lead Nurturing
Personalised
Website
Content
Personalised
Landing Pages
Personalised
Social Media
Engagement
Mobile Optimised
The 3 Keys to
Context Marketing
The 3 Keys to Context Marketing
1 Gather
2 Personalise
3 Sell
1 Gather informationacross all touch points.
The 3 Keys to Context Marketing
Gather demographic data
Capture demographic data…
The 3 Keys to Context Marketing
The 3 Keys to Context Marketing
Gather demographic data
Capture demographic data…
The 3 Keys to Context Marketing - Gather
Gather demographic data
Demographic Data
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Behavioural Data
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Behavioural Data
Blog articles read
Forms filled
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Demographic Data
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
The 3 Keys to Context Marketing - Gather
Build a 360° view of every contact
Who they are
Behavioural Data
Blog articles read
Forms filled
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Demographic Data
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
The 3 Keys to Context Marketing - Gather
Build a 360° view of every contact
Who they are
What they are interested in
Personalise the experience across every interaction.2
…and combine with behavioral data to build lead
profiles.
The 3 Keys to Context Marketing - Personalise
Persona
Driven
Personal goes beyond knowing someone’s First
Name.
Personalised
Email Content
The 3 Keys to Context Marketing - Personalise
The 3 Keys to Context Marketing - Personalise
Personalised
Lead Nurturing
Personal goes beyond email marketing.
The 3 Keys to Context Marketing - Personalise
Personalised
Website
Content
The 3 Keys to Context Marketing - Personalise
Personalised
Website
Content
The 3 Keys to Context Marketing - Personalise
Personalised
Landing Pages
…and takes into consideration where and when
they consume content.
The 3 Keys to Context Marketing - Personalise
Personalised
Social Media
Engagement
Personal caters for people preferences.
The 3 Keys to Context Marketing - Personalise
Mobile
Optimised
What about the people
we don’t know?
The 3 Keys to Context Marketing - Personalise
Personalise the experience for all of your visitors - even
if they are not in your database yet!
The 3 Keys to Context Marketing - Personalise
Use contextto sell.3
The 3 Keys to Context Marketing – Use Context to Sell
Complete visibility into
interaction with our
marketing & sales material.
Notifications on key activities.
Direct to my inbox.
The 3 Keys to Context Marketing – Use Context to Sell
Monitor and engage with my
prospects on social media.
Analyse and report on your
specific Accounts (Companies)
to further guide your efforts
The 3 Keys to Context Marketing – Use Context to Sell
The 3 Keys to Context Marketing
1
2
3
Gather
Personalise
Sell
Pulling It Together
The right content,
to the right person,
at the right time.
Stop speaking to our audience like
they are part of the crowd.
Start speaking to them,
as an audience of one.
THANK YOU.
