hubspot - dublin tour may 2014

Persona Driven

Inbound Marketing.

Mike Ewing, Consulting Team Lead @ HubSpot, Author, Inbound Commerce: How To Sell Better Than Amazon @inboundcommerce

Kieran Flanagan @searchbrat “Highly motivated marketing geek high on data crack.”

Inbound Marketing Intro

Understanding Buyer Personas

How To Research Buyer Personas

2

3

5

Today’s Agenda

1

Building Your Content Blueprint

6 The Buyers Journey

Our Inbound Marketing Methodology

Source - http://www.hubspot.com/products/inbound-marketing/

for how your customers

buy today

Have a Need

65% Europeans 88% UK B2B

Research Options

Research Options

Trust

Networks

They like to educate themselves

rather than speak with a sales person

60% of the sales cycle is over – before a buyer talks to your salesperson. Corporate Executive Board: bit.ly/zub217

Convert

Retain Customers

Retain

Your consumer has changed,

They are in control.

Don’t Interrupt

Be What’s Consumed

Inbound Marketing is the art of creating persona driven marketing across your entire funnel.

@Searchbrat

“

”

INBOUND MARKETING = CONTENT + CONTEXT.

BUILD MARKETING ASSETS.

Blog & eBooks Tools Photos Videos & Podcasts Presentations

THINK LIKE A MEDIA COMPANY.

IMPACT OF WEBSITE CONTENT ON INBOUND LEADS.

IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS.

INBOUND MARKETING = CONTENT + CONTEXT.

CONTEXT IS PERSONAL.

NOT ONE SIZE FITS ALL.

CONTEXT IS PERSONAL, NOT ONE SIZE FITS ALL.

Why?

In 2011 there were over _______ pages on the internet.

But there are only 2.4 billion global internet users.

That means there are 417 web pages for every 1 person.

100 hours of video are uploaded to YouTube every minute.

500,000,000 Tweets sent per day.

Every two days we create as much information as we did from the dawn of civilization up until 2003.

@ericschmidt

“

”

Information

Pollution

Your more likely to survive a plane crash than _______ ?

1 BUYER PERSONAS KNOW YOUR

BUYER PERSONAS 1

White

Buyer Personas

Building Buyer Personas tell us who we are creating content for and why they will buy from us.

What is a Buyer Persona?

Semi- fictional representations of your ideal customer based on real data and some select

educated speculation about customer demographics, behavior patterns, motivations, and

goals.

What is a Buyer Persona?

MARKETING MARY •  Professional marketer (VP, Director, Manager) •  Mid-sized company (25-200 employees) •  Small marketing team (1-5 people) •  BComm (BU), MBA (Babson) •  42, Married, 2 Kids (10 and 6) Goals: •  Support sales with collateral and leads •  Manage company communications •  Build awareness Challenges: •  Too much to do •  Not sure how to get there •  Marketing tool and channel mess

Loves HubSpot because: •  Easy to use tools that make her life easier •  Learn inbound marketing best practices •  Easier reporting to sales and CEO

Fictional characters that represent your DREAM

customers

Buyer Personas ARE

Buyer Personas are NOT…

Specific real people

Buyer Personas are NOT…

Influenced by changes in technology

Buyer Personas are NOT…

Target markets

Buyer Personas are NOT…

Professional roles

Buyer Personas ARE…

Common behavior patterns

Buyer Personas ARE …

Shared pain points

Buyer Personas ARE …

Universal goals, wishes, dreams

Buyer Personas ARE …

General demographic and biographic information

Buyer Personas ARE …

Not just fluff!

2HOW TO

RESEARCH BUYER

PERSONAS

HOW TO CREATE BUYER

PERSONAS 2

Persona Profile Checklist Persona Detail Questions to Ask

Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?

Company What industry or industries does your company work? What is the size of your company (revenue, employees)?

Goals What are you responsible for? What does it mean to be successful in your role?

Challenges What are your biggest challenges?

Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?

Personal Background Age, Family (married, children), Education

Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?

Persona Profile Checklist Persona Detail Questions to Ask

Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?

Company What industry or industries does your company work? What is the size of your company (revenue, employees)?

Goals What are you responsible for? What does it mean to be successful in your role?

Challenges What are your biggest challenges?

Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?

Personal Background Age, Family (married, children), Education

Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?

Persona Profile Checklist Persona Detail Questions to Ask

Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?

Company What industry or industries does your company work? What is the size of your company (revenue, employees)?

Goals What are you responsible for? What does it mean to be successful in your role?

Challenges What are your biggest challenges?

Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?

Personal Background Age, Family (married, children), Education

Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?

Persona Profile Checklist Persona Detail Questions to Ask

Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?

Company What industry or industries does your company work? What is the size of your company (revenue, employees)?

Goals What are you responsible for? What does it mean to be successful in your role?

Challenges What are your biggest challenges?

Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?

Personal Background Age, Family (married, children), Education

Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?

Persona Profile Checklist Persona Detail Questions to Ask

Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?

Company What industry or industries does your company work? What is the size of your company (revenue, employees)?

Goals What are you responsible for? What does it mean to be successful in your role?

Challenges What are your biggest challenges?

Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?

Personal Background Age, Family (married, children), Education

Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?

Persona Profile Checklist Persona Detail Questions to Ask

Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?

Company What industry or industries does your company work? What is the size of your company (revenue, employees)?

Goals What are you responsible for? What does it mean to be successful in your role?

Challenges What are your biggest challenges?

Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?

Personal Background Age, Family (married, children), Education

Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?

Persona Profile Checklist Persona Detail Questions to Ask

Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?

Company What industry or industries does your company work? What is the size of your company (revenue, employees)?

Goals What are you responsible for? What does it mean to be successful in your role?

Challenges What are your biggest challenges?

Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?

Personal Background Age, Family (married, children), Education

Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?

Persona Profile Checklist Persona Detail Questions to Ask

Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?

Company What industry or industries does your company work? What is the size of your company (revenue, employees)?

Goals What are you responsible for? What does it mean to be successful in your role?

Challenges What are your biggest challenges?

Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?

Personal Background Age, Family (married, children), Education

Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?

Brainstorm 7 to 10 people

Interview Prospects

& Customers

Write Personas

(500 – 700)

Find a Photo

Test

Simple Buyer Persona Creation Process

1 2 3 4 5

Researching your Personas

Interview current customers

Research your customers

Use HubSpot lead intelligence

Use data from form fields

Talk to Sales

Interview current customers

1

2

3

4

How to interview your current customers

Best option is to set up in-person meetings

Set up focus group-based interviews

Use GoToMeeting, Join.Me, or other web-based conferencing tool

Telephone interviews

Research your

Customers/Prospects

Can use SurveyMonkey Audience to create a survey way you pay per response.

Survio allows you easily insert surveys into your website or promote them to your audience.

Google has ready made affinity segments now available in Google Analytics.

Can use twtrland.com to look for particular groups of users and look for common data.

Can use Facebook graph search to look for “Marketing Directors” who like HubSpot.

Lead Intelligence

Form fields

Woah!

Wow!

Cool!

Good to know! Yes!

Awesome!

Great!

Talk to sales The biggest problem our

prospects have is…

1 2 3 4 5

Sample questions to ask Sales about Buyer Personas:

What are prospects’ or customers’ biggest objections?

What are the common goals people have or problems they’re trying to solve?

Do you find it’s more effective to contact them by phone, email, etc..

Have you noticed if a particular demographic makes better customers

Anything else!

4Building Your

Content Machine 4

Creating Your Content

Blueprint

”

“ Great content is the best sales tool in the world.

@TheSalesLion

1Getting Buy In

All great Content Marketing plans start with getting people bought into your vision

All great Content Marketing plans start with getting people bought into your vision. You need a really great pitch.

1. Give an overview of your key challenges. Use just the right amount of data. Don’t over complicate things.

2. Show how solving those key challenges will have a real impact on business metrics. Cost and Revenue.

2. Show how solving these key challenges will have a real impact on business metrics. Cost and Revenue. Know the metrics

your boss really cares about

http://bit.ly/1k3cqDC

3. Give high level details on the strategy that will solve all key challenges. Remember your audience.

4. Create a sense of urgency if possible. Competitor envy can be a strong motivator.

5. Know the trends in the market. Include key stats in your presentation to back up your points.

“B2B companies with blogs generate 67% more leads per month on average than non-blogging firms” - source (http://bit.ly/1h79fpQ)

"Inbound marketing delivers 54% more leads in the 2013 marketing funnel than outbound sources"  - source (http://bit.ly/1h7bcT0)

"The average amount of marketing budget spent on B2B content marketing is 33%, up from 26% in 2011" - source (http://bit.ly/1bIc6Wv)

1Getting Buy In 2Planning

MARKETING MARY •  Professional marketer (VP, Director, Manager) •  Mid-sized company (25-200 employees) •  Small marketing team (1-5 people) •  BComm (BU), MBA (Babson) •  42, Married, 2 Kids (10 and 6) Goals: •  Support sales with collateral and leads •  Manage company communications •  Build awareness Challenges: •  Too much to do •  Not sure how to get there •  Marketing tool and channel mess

Loves HubSpot because: •  Easy to use tools that make her life easier •  Learn inbound marketing best practices •  Easier reporting to sales and CEO

Make use of tools to help you brainstorm what content is right for your buyer personas.

•  Google Keyword Planner

•  Google Analytics

•  Google Suggest

•  UberSuggest

•  HubSpot Keyword Tool

•  Google Trends

•  Bottlenose

•  SocialCrawlytics

•  SEOGadget’s Content Ideas Generator

•  Quora

•  HubSpot Social Inbox

Keyword Tool being phased out, replaced by Keyword Planner

Keyword Planner

Keyword Planner

UberSuggest

LSI Keywords

Google Trends

Bottlenose

SEOGadget Content Idea

Generator

Google Consumer

Survey

SocialCrawlyti

cs

50eur

Internal Ideas

Content Swipe File

http://offers.hubspot.com/the-little-book-of-remarkable-ideas

Map those content ideas across your funnel to make sure you have the right content for each stage.

Awareness

Evaluation

Purchase

What content ideas are a good fit for your buyer personas in the awareness stage?

What content ideas are a good fit for your buyer personas in the evaluation stage?

PERSONALISE YOUR MARKETING

Strangers Visitors Leads Customers Promoters

Enterprise Erin Owner Ollie

ATTRACT QUALIFIED VISITS

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

CONTEXT TO PERSONALISE I’m a new

visitor I’m a lead

CONVERTS INTO QUALIFIED LEADS

Strangers Visitors Leads Customers Promoters

Attract Convert Close Delight

CONTEXT TO SEGMENT I love this

topic

Easily send follow up offer to all people who download this content

CLOSES ACTUAL SALES

Strangers Visitors Leads Customers Promoters

CONTEXT TO SELL MORE

I am ready to be called

3Publishing

CREATE ASSETS IN LOT’S OF DIFFERENT FORMATS.

Blog & eBooks Tools Photos Videos & Podcasts Presentations

Curated

Short Term Traffic

Long Term Traffic

Audience Quality

Virality

Thought Leadership

How to Posts

NewsJacking Lists

Curated

Short Term Traffic

Long Term Traffic

Audience Quality

Virality

Thought Leadership

How to Posts

NewsJacking Lists

 Curating Content

Curated

Short Term Traffic

Long Term Traffic

Audience Quality

Virality

Thought Leadership

How to Posts

NewsJacking Lists

Curated

Short Term Traffic

Long Term Traffic

Audience Quality

Virality

Thought Leadership

How to Posts

NewsJacking Lists

Teach people how to do something

Trend for “how to”

Curated

Short Term Traffic

Long Term Traffic

Audience Quality

Virality

Thought Leadership

How to Posts

NewsJacking Lists

Curated

Short Term Traffic

Long Term Traffic

Audience Quality

Virality

Thought Leadership

How to Posts

NewsJacking Lists

Sponsored Content – This is going to add a whole lot more to the information pollution.

OTHER PLACES TO GET CONTENT

Answer People’s FAQ

   FAQ

 Community

Share data you’ve discovered

 Data

 Evergreen Content

EXAMPLE 1

EXAMPLE 2

 Be funny

   Presentations into Slideshares

Getting way more reach out of the work you are doing !!

Close

   Recycle

4  Promo-on  

THE POSSIBLE EYEBALLS YOU CAN GENERATE.

Content

Distribution Channels

Available Audience

Engagement (CTR)

Engaged Audience

Blog   10,000   6%   3000  

Email   10,000   3%   300  

Facebook   8000   2.5%   200  

TwiDer   1000   0.5%   5  

PROMOTE TO YOUR LIST

PROMOTE THROUGH YOUR SOCIAL CHANNELS.

THANK YOU.