grow with hubspot melbourne - 19 may 2016 - inbound marketing masterclass

@RyanBonnici | #GrowWithHubSpot | @HubSpot

GROW WITH HUBSPOT MELBOURNE

#GrowWithHubSpot


I’m @RyanBonniciMarketing Director

Hi!


TODAY’S AGENDA!


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MARKETING: PAST, PRESENT, FUTUREWhy Inbound, How it Works, & The Inbound Marketing Funnel


HOW TO TURN STRANGERS INTO WEBSITE VISITORS

Niti Shah HubSpot | @NitiFromBoston

Convert Leads

Close Customers

Attract Visitors


Attract Visitors

Convert Leads

Close Customers

HOW TO CONVERT VISITORS INTO LEADS

James GilbertHubSpot | @jatgilbert

Convert Leads


HOW TO TURN LEADS INTO CUSTOMERS

Rosalia CefaluHubSpot | @RosaliaCef

Convert Leads

Close Customers

Attract Visitors


SPECIALGUESTS!


Genevieve Wood Head of Marketing

Inbound Marketing Success Panel HubSpot Customer & Partner Showcase

Rob Weisz Head of Marketing

Soumya Rao Indurti Founder & Growth Specialist


Ryan BonniciHubSpot | @RyanBonnici

Convert Leads

Close Customers

Attract Visitors

KEY TAKEAWAYS FROM GROW WITH HUBSPOT

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NETWORKING LUNCH


You’ll receive all slides + links to all resources mentioned.

Follow up


Please silence your mobile phone. BUT FEEL FREE TO TWEET THE GOOD STUFF.


VSOUTBOUNDMARKETING

INBOUNDMARKETING


THEN • Advertisers had all the control.

• Consumers were bombardedwith ads & pamphlets tryingto sell them many products.

• While they didn’t like this, they couldn’t do anything about it.


NOW • The buyer is in control

and has much more power.

• They have all the tools at their disposal to do their own research.

• They’re able to make their own decision on yourproduct / service without you.


BROKENThe old playbook is

are on do not call lists

direct mail isnever opened

unsubscribefrom email

skip TV ads

48%20%91%83%


The biggest problemwith the old playbook is that

it fights for people’s attention by interrupting them.

Seth Godin (1998!)

“


ATTRA TINGATTENTIONis cheaper than renting it with ads


ATTRA TINGATTENTION

requires you toprovide something

people will love


Blogs

In the world of digital, people love content.


DEC 2013 DEC 2015

HERE’S A BLOG POST FROM 2013 Look how much traffic it is still getting 2 years later (& continues to get)


12,000 SEARCHES for press release template per month


BlogsPhotos &

InfographicsVideos & Podcasts

Presentations & eBooks

Software / Tools

In the world of digital, people love content.


+

All-in-one inbound marketingand sales software.

We attract 6M+ marketers per month through content.

What do all marketers really want to know?


+

All-in-one inbound marketingand sales software.

We attract 6M+ marketers per month through content.

What do all marketers really want to know?

HOW GOOD IS MY WEBSITE?


Open web app

website.grader.com2.

1.


Take a screenshot

Tweet screenshot + #GrowWithHubSpot

2.

1.

@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot


Who had the best website?


That was an example of a

FREE TOOL FOR B2B


But what about

FREE TOOLS FOR B2C?


Convert leads with personalised content

experiences

Close customers with personalised mktg.

automation

Attract visitors with their web & blog content


DIGRESS BUT I


HELPS YOU GENERATE MORE OF WHAT YOU LOVE.

Creating content that people love,


HELPS YOU GENERATE MORE OF WHAT YOU LOVE.

Creating content that people love,

TRAFFIC, LEADS & CUSTOMERS.


Total blog posts

% L

ead

Gro

wth

Impact of total published blog posts on inbound leads Read: leads increase as your content increases

MORE CONTENT = MORE LEADS

Leads


Total blog posts

% L

ead

Gro

wth

Impact of total published blog posts on inbound leads Read: leads increase as your content increases

MORE CONTENT = MORE LEADS

Leads

EffortEffort


The world’s fastest growing companies have realised it’s smarter to attract their customers vs. interrupt them.


AIRBNB is one of the fastest growing worldwide p2p businesses.


This is airbnb’sPRODUCT


This is airbnb’sCONTENT


$250M $900MREVENUE IN 3 YEARS


HELPFUL CONTENT

SALES PITCH


NET-A-PORTER are a global online fashion retailer that took high-end online shopping to new levels.


Their AUDIENCE was searching for high-end fashion online, but wasn’t used to buying it there.


So they created fashion content to satisfy their customers online search behaviour.


$0 $1.2BANNUAL REVENUE

IN 10 YEARS


HELPFUL CONTENT

SALES PITCH


We’re an all-in-one digital marketing platform that businesses use to attract, convert & close customers.


This is ourPRODUCT


But we don’t talk about ourproduct very much. Instead,we create content that helps

OUR IDEAL CUSTOMERDO THEIRJOB BETTER.


This is ourCONTENT


THIS HAS HELPED US BECOME AHIGH GROWTH COMPANY TOO.

*per month

CustomersLeads* Site visits*6M+ 60K+ 18K+


HELPFUL CONTENT

SALES PITCH


HANDS UP IF YOU’RE CURRENTLYRENTING YOUR HOME


WOULD YOU PREFER TOOWN IT INSTEAD?* *VS. PAYING SOMEONE’S HOME MORTGAGE FOR THEM?


SO, WHY WOULD YOU RENT YOUR MARKETING WHEN YOU CAN OWN IT?

80% of our leads come from content created over 30 days ago

Learn more about this research we did here: http://blog.hubspot.com/marketing/marketing-shutdown-im-nj

vs

http://blog.hubspot.com/marketing/marketing-shutdown-im-nj


BEGIN?WESHALL


#GrowWithHubSpot

NEXTUP

@NitiFromBoston | #GrowWithHubSpot | @HubSpot

HOW TO TURN STRANGERS INTO WEBSITE VISITORS

Niti Shah HubSpot | @NitiFromBoston

Convert Leads

Close Customers

Attract Visitors


TOFU


Convert Leads

Close Customers

Attract Visitors Top of the funnel:Any marketing activities that increase brand awareness & traffic.


attracts strangers to your website.CONTENT

Presentations& Ebooks

Videos &Podcasts

Photos &Infographics

Blogs


2.

1.

4.

3.Content Creation

Content Optimisation

Content Distribution

Content Analysis

AGENDA


CREATIONContent

1


are you creating content for?

WHO


Create a Buyer Persona based on your ideal customer.


AGENCY ADELINEDemographics:• Boutique Agency (5-20 employees)• Account Manager• Undergrad Degree• 30, career-oriented

Goals:• Grow revenue for agency• Increase KPIs for clients• Be recognised as a top agency

Challenges:• Unpredictable amount of work• Client retention• Can’t find metrics to validate success


YOURBUYERPERSONAINFORMSYOURSTRATEGY:

Place Time

Content


How do you decide

WHAT CONTENTTO CREATE?


COMPELLING?What makes your content

Relevance Timeliness UniquenessValue


QUALITY CONTENTInspiration, empathy or utility

Talk to your customers…

Aspirations & goals Specific needs & utilityFrustrations & problems


• Free Whitepapers’ • Free Guides &

Tip-Sheets • Free eBooks • Free Checklists • Free Videos • Free Kits

(combo of above)

AWARENESS STAGE

1

• Free Webinars • Case Studies • Free Sample • Product Spec • Sheets Catalogs

CONSIDERATIONSTAGE

2

• Free Trials • Demos • Free Consultations • Estimates

or Quotes • Coupons

DECISION STAGE

3


GOOGLE TRENDS1.


GOOGLE ALERTS2.


BUZZSUMO3.


HEADLINE ANALYSER4.


GET IDEAS FROM REAL, LIVE HUMANS.

5.

Industry podcasts

FAQs from customers

(and those who didn’t turn into customers)

Talk to sales reps

Rants from executives

Internal documents


“

Marcus Sheridan

THE ULTIMATESTRATEGY ISLISTENING


IN REVENUE $1.2MFROM ONE BLOG POST


OPTIMISATIONContent

2


LET’S START WITH YOUR BLOG

companies who blog are 13x more likely to achieve a positive ROI.

13x


HEADLINE

CONTENTThe Anatomy of


HEADLINEBODY COPY



HEADLINEBODY COPYCALL-TO-ACTION



HOOK YOUR READER WITH YOURHEADLINE


Too vague and I don’t want to click.

Too specific. I don’t need to click.

Just enough, andI want to click.

LEVERAGE THE CURIOSITY GAP

Donald Trump says “I want the middle class to be tied to the roof of my car.”

You will not believe what Donald Trump wants to do to you.

Donald Trump says something bad, again.


TEST ON PAID SOCIAL MEDIA BEFORE YOU HIT “PUBLISH”


DON’T REINVENTTHE WHEEL.


TAKE SUCCESSFUL CONTENT & CREATE A 10X BETTER VERSION.

Skyscraper technique:


Content length matters.

INCREASE YOUR CHANCES OFBEING FOUND


The average content length for a web page that ranks in TOP 10 is 2000 WORDS.


MAKE CONTENTEASY TO READ


THEY DON’T

Source: Nielson Norman Group

79% of readers skim, while only 16% read every word on a page.


MAKE CONTENTEASY TO SHARE


WORD COUNT vs AVERAGE SOCIAL SHARES


MAKE YOUR CONTENTMORE SHAREABLE



There is a 19% increase in

retweets when you include a quote.



There is a 17% increase in

retweets when you include a stat.


sharelinkgenerator.com


DISTRIBUTIONContent

3


SOCIAL MEDIA


B2B CONTENT MARKETING SOCIAL MEDIA PLATFORM USAGE

2015 B2B Content Marketing Trends - North America: Content Marketing Institute / MarketingProfs


VISUALS MATTER. Try Canva for easy (free) graphic creation.


Use high-level facts and stats from your content to grab audience attention.


REACH THE RIGHT AUDIENCE WITH TARGETED UPDATES


SHARE A VARIETY OF CONTENT


INCREASE REACH WITH BOOSTED POSTS


Keep Tweets between 120 and 130 characters.

Source: The Science of Social Media by Dan Zarrella

http://danzarrella.com/infographic-how-to-get-more-clicks-on-twitter.html



Tweet your links at a slower pace.

Source: The Science of Social Media by Dan Zarrella




START DOINGCO-MARKETING


WHAT TO CONSIDER IN A CO-MARKETING PARTNERSHIP

Are they a non-competitive?



Are they a non-competitive?Do they have a similar target audience?



Are they a non-competitive?Do they have a similar target audience?Do they have great content?



Are they a non-competitive?Do they have a similar target audience?Do they have great content?Do they have a large contacts database?


GET INFLUENCERSINVOLVED


Source: Content Marketer’s Guide to Influencer Marketing

3% of people generate

of the impact online90%


Use email marketing to leverage your existing audience.


ADD SHARING LINKS IN EMAIL

Share our story

TWEET ITPOST IT WHATSAPP


GET CREATIVE and find other channels that work for you.


INSTAGRAM


Quora


PRODUCTHUNT


SNAPCHAT


INBOUND.ORG


“

Herbert Krugman

PEOPLE NEED TO HEAR AND SEE THINGS 3 TO 5 TIMES FOR IT TO AFFECT A BEHAVIOUR CHANGE.


ANALYSISContent

4


1. Traffic

2.

3. Engagement

Sources of traffic

@NitiFromBoston | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot

Track your promotions with

tracking URLs

@NitiFromBoston | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot

What sources are driving

your traffic?


WHAT’S THE ENGAGEMENT ON YOUR CAMPAIGNS?

Email:

Facebook:

Twitter:

Landing page:

Open rate, click through rate, unsubscribe rate, deliverability

Views, shares, likes, comments

Impressions, retweets, favourites

Traffic, submissions rate


KEY TAKEAWAYS

1

Create ideal buyer personas


KEY TAKEAWAYS

1


2

Optimise for search,

reach & readability


KEY TAKEAWAYS

3

Distribute content on

multiple channels

1


2


reach & readability


KEY TAKEAWAYS

3

Distribute content on

multiple channels

4Always

measure content

performance

1


2


reach & readability


#GrowWithHubSpot

NEXTUP

@JATGilbert | #GrowWithHubSpot | @HubSpot

HOW TO CONVERT VISITORS INTO LEADS

James GilbertHubSpot | @jatgilbert

Convert Leads

Close Customers

Attract Visitors


No BusinessNo ConversionTraffic


Leads

MQLs

SubscribersHOWDO YOUCONVERTTRAFFIC?

To establish a relationshipand open communication. For blog subscribers youwant email address andfirst name.

What you want


Leads

MQLs


To get data about the person to further refine your communication and begin to identify if they are a fit. Company name, job title, employee count etc.

What you want


Leads

MQLs


A potential customer to signal they want to begin a sales conversation. Filling out a contact sales form, demo or starting a trial.

What you want


Leads

MQLs

Subscribers

GENERATING


1PLACE A “SUBSCRIBE” FORMON YOUR BLOG


2CREATE A BLOG SUBSCRIBERLANDING PAGE


S3TRY USING ANEXIT POP-UP


4USE TWITTER CARDS FOR2-CLICK SUBSCRIBES


Leads

MQLs

Subscribers

CAPTURING


1HAVE A RELEVANT

ON BLOG POSTS.CALL-TO-ACTION (CTA)


2HAVE THAT ‘CTA’ LEAD TO ADEDICATED LANDING PAGE


2HAVE THAT ‘CTA’ LEAD TO ADEDICATED LANDING PAGE

Conversionincreased

22%


3OPTIMISE YOURLANDING PAGES


HEADER • Logo • Phone number • No navigation


TITLE • Say what it is • Begin with hook • Don’t use fluff


SUBHEAD • Include benefit • Personalise


COPY • Avoid dense

paragraphs • Use bullet points • Bold key points


IMAGE • Always include

an image • Make it vibrant • Mobile-optimise


FORM • Begin with CTA • Right # of fields • Privacy policy • Actionable button


4 VS

A/B TEST YOURLANDING PAGES


4 VS

A/B TEST YOURLANDING PAGES

WINNERConversionincreased

110% in this test


5ERROR RATE DECREASED FROM 60% TO 22%

FOCUS ONQUALITY CONVERSIONS


5TOOLS CAN HELPCONVERT LEADS TOO!


Leads

MQLs

Subscribers

TURN LEADS INTO


1LANDING PAGE (LP) THANK YOU PAGE (TYP)

DON’T STOP AT THELANDING PAGE


2OPTIMISE YOUR “THANK-YOU PAGE”FOR THE RIGHT CONVERSIONS


3EMAIL 1 EMAIL 2 EMAIL 3

NURTURE LEADS WITHMARKETING AUTOMATION


4 OR

WINNING THEEMAIL BATTLE GROUND


Compelling Subject Line

CHECKLIST


Compelling Subject Line Sender Name

CHECKLIST


Compelling Subject Line Sender Name Personalised Copy

CHECKLIST


Compelling Subject Line Sender Name Personalised Copy Call-To-Action

CHECKLIST


Compelling Subject Line Sender Name Personalised Copy Call-To-Action Image

CHECKLIST


Compelling Subject Line Sender Name Personalised Copy Call-To-Action Image Unsubscribe Link

CHECKLIST


5Potential customervisits your site

Later, customer surfs the web and sees your ad

Customer goes back to your site

Potential customers become paying customers

LEVERAGEPAID RETARGETING

Ad was targeted to only your

website visitors


6REACH OUT TOEXISTING LEADS


Subscriber to lead conversion rate

METRICS

MQL to customer ratio, cost per lead, length of sales cycle

Lead to customer ratio, cost per lead,

length of sales cycleLeads

MQLs

Subscribers


162 customers

requires

20,000 visits

Visitors: 20,000

Customers: 162

2,400 - Leads

1,080 - MQLs

6,000 - Subscribers

40% Subscriber-to-Lead

45% Lead-to-MQL

30% Conversion Rate

15% MQL-to-Customer

REVERSE-ENGINEER YOUR FUNNEL


FIND OUT WHAT YOU’RE WILLING TO PAY AT EACH STAGE

HOW MUCH IS A LEAD WORTH TO YOU AT EACH STAGE

Assuming the customer has a lifetime profit of $5,000

Visitor $0.01

Subscriber $1

Lead $51

MQL $750

Customer $5,000


1

Reduce the friction wherever possible

KEY TAKEAWAYS


1


2

Always present options

to progress down the funnel

KEY TAKEAWAYS


3

Reverse engineer your funnel to

know the value of your leads

1


2

Always present options

to progress down the funnel

KEY TAKEAWAYS


#GrowWithHubSpot

NEXTUP

@RosaliaCef | #GrowWithHubSpot | @HubSpot

HOW TO TURN LEADS INTO CUSTOMERS

Rosalia CefaluHubSpot | @RosaliaCef

Convert Leads

Close Customers

Attract Visitors


All Sales Reps are A**holes.


All Sales Reps are A**holes.

FALSE


Sales is motivated by more than money.


Sales is motivated by more than money.

TRUE


Marketerssit around all day doing arts and crafts.


Marketerssit around all day doing arts and crafts.

FALSE


Marketers are all about data.


Marketers are all about data.

TRUE


MISCOMMUNICATION


SALES REP SCOTT

We don’t have enough leads…

…and even the ones we have

aren’t good.


MARKETINGMARY

We give sales plenty of leads.

They don’t put in enough effort to

close deals.


Companies with strong sales andmarketing alignment achieve

annual growth rate20%


Compared to a

for companies with poor alignment

declinein annual revenue4%


COLLABORATE?So, how do we


MARKETINGSSALES MARKETING+ =

@RosaliaCef | #GrowWithHubSpot | @HubSpot@RosaliaCef | #GrowWithHubSpot | @HubSpot


DEFINEYOURLIFECYCLE STAGES

Lead

MQL

SQL

Prospect/Visitor

Opportunity

Customer


SLA

SERVICE LEVEL AGREEMENT

A contract between a service provider and

the end user that defines the level of

service expected from the service provider.


MARKETINGTO SALES

SALES TOMARKETING

Number and quality of leads required to hit

company revenue goals

Speed and depth of lead follow-up that

makes economic sense


STEP1

BUILDING SMARKETINGALIGNMENT

DetermineBusinessGrowth


STEP1

STEP2


Calculatethe Marketing Side



STEP1

STEP2

STEP3




Calculatethe SalesSide


STEP1

STEP2

STEP4

STEP3





Set up Marketing SLA Reporting


STEP1

STEP2

STEP4

STEP3

STEP5





Set up Marketing SLA Reporting

Set up Sales SLA Reporting


=NEW

REVENUE GOAL

AVERAGE SALES PRICE

Determine Business Growth1


# of Customers


NEW CUSTOMERS GOAL

LEAD TO CUSTOMER CLOSE %

Calculate the Marketing Side2


=LEADS GOAL


Calculate the Sales Side.3


The number of deals which go to the vendor who responds first.

35% 50%


Set Up Marketing SLA Reporting4


Leads

Days

Lead Generation

Goal


Set Up Sales SLA Reporting5BUILDING

SMARKETINGALIGNMENT

Leads

Jul

SalesCommitment

Aug Sep

21 to 35 days

11 to 20 days

0 to 10 days

1%

3%

3%

1%

7%

0.7%

2%

1%

5%


101SMARKETINGHACKS


Email Tracking: See who opens and clicks your emails

SALES ACCELERATION TOOL: HUBSPOT SALES


Schedule emails: write now and send later



Sales Content & Reporting: Understand what content is working.



Prospects: Discover companies that fit your target audience



Meetings: No more back and forth with prospects



Sequences: Automate your follow-up



AUTOMATED PRICING PAGE FOLLOW-UPS


INTERNAL SALES REP NOTIFICATION EMAILS


1

Inbound is about

being human

KEY TAKEAWAYS


1

Inbound is about

being human

KEY TAKEAWAYS

2

Alignment through shared

language


1

Inbound is about

being human

KEY TAKEAWAYS

2


language

3

Metrics ensure we are all kept accountable


1

Inbound is about

being human

KEY TAKEAWAYS

2


language

3

Metrics ensure we are all kept accountable

4

Tools & platforms

enable all of this


#GrowWithHubSpot

NEXTUP

@KHStoddard | #GrowWithHubSpot | @HubSpot

Genevieve Wood Head of Marketing

Inbound Marketing Success Panel HubSpot Customer & Partner Showcase

Rob Weisz Head of Marketing

Soumya Rao Indurti Founder & Growth Specialist


TAKEAWAYSKEY

#GrowWithHubSpot


IF YOUR BIGGEST CHALLENGE IS TO GROW TRAFFIC:

MAKE MY PERSONA



IF YOUR BIGGEST CHALLENGE IS TO GROW TRAFFIC:GROW BLOG SUBSCRIBERS

Cumulative Email Subscriber Growthfor the HubSpot Blog

95,888

236,382

380,232

20,767

2011 2012 2013 2014

2011 2012 2013 20142010200920082007588,990 628,418 1,319,203 2,537,566

4,455,313

8,878,664

15,661,625

189,596,655

Yearly Traffic Growth (Visits)to the HubSpot Blog


TRY A QUICKEXIT POPUP

249@RyanBonnici | #GrowWithHubSpot | @HubSpot

IF YOUR BIGGEST CHALLENGE IS TO GROW LEADS:


IF YOUR BIGGEST CHALLENGE IS TO GROW LEADS:REVERSE ENGINEER YOUR FUNNEL


IF YOUR BIGGEST CHALLENGE IS TO GROW CUSTOMERS:USE SIDEKICK TO TRACK SALES EMAILS


IF YOUR BIGGEST CHALLENGE IS TO GROW CUSTOMERS:BUILD A SALES & MARKETING “SLA”

Leads

Days


IF YOUR BIGGEST CHALLENGE IS TO GROW CUSTOMERS:AUTOMATIC PRICING PAGE EMAILS FORSALES REPS


THANKSEVERYONE

#GrowWithHubSpot


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