halifax hubspot user group meetup - dec 9, 2014
TRANSCRIPT
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Halifax, Nova Scotia #HALIHUG
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Michael Ewing Customer Success & Programs Manager, HubSpot @inboundcommerce
Tweet during presentation with #HALIHUG
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AGENDA
1 Inbound Marketing & HubSpot
2 Buyer Personas
3 Inbound Marketing Campaigns
4 A Special Treat..
5 Q&A
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What is inbound marketing?
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Inbound
marketing is a fundamental shift in how we relate
to potential customers
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START ATTRACTING consumers through relevant, useful, easy-to-
find content when they need it.
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STOP FORCING leads through your decision process.
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86% skip TV ads
91% unsubscribe from email
200M on the Do Not Call list
44% of direct mail is never opened
BROKEN.
THE OLD MARKETING PLAYBOOK
IS
#HALIHUG
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VS.
Cold Calling SPAM
Interruption Thinks like a Marketer
SEO Blogging Attraction Thinks like a Customer
OUTBOUND INBOUND
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Now, why do inbound marketing with HubSpot? Here’s 3 Reasons.
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1. Brian Halligan – HubSpot CEO
=
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0
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2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
HubSpot Raises $32 Million in Funding
HubSpot Makes Two Acquisitions
HubSpot Founded
HubSpot Opens European Office
Announces & HubSpot CRM
HubSpot Opens Australia Office
Number of HubSpot Customers
IPO
Named #2 Fastest Growing Software Company
12,478 as of September, 2014
2. HubSpot’s Rapid Growth
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HubSpot invented INBOUND MARKETING. 3.
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An inbound marketing software platform with all the tools you need in one place.
Strangers
Visitors
Leads
Customers
Promoters
Social Media
Forms
Email Optimization
Blog SEO Sites Mobile Optimization
Calls-to-Action Landing Page Optimization
CRM Synch #
Lead Scoring
Sales Alerts
Personalized Email + Web + Social
Nurturing
Feedback Forms Email + Web + Social Engagement
ATTRACT
CONVERT
CLOSE
DELIGHT
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ALL THE TOOLS TO CREATE MARKETING PEOPLE LOVE.
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INBOUND à à $*.
*$65 million in revenue from inbound leads
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It’s hard to buy todays customers,
you earn them.
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Buyer Personas.
gInbound
Marketing Campaigns.
r+
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Buyer Personas. g
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Know Your Customer
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White
Buyer Personas
Building Buyer Personas tell us who we are creating content for and why they will buy from us.
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What is a Buyer Persona?
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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?
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Fictional characters that represent your DREAM
customers
Buyer Personas ARE
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1-Page Buyer Personas Examples.
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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
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OWNER OLLIE • Business owner (Founder, President, Partner) • Small business (1-10 employees) • Industry expert with no marketing experience • BA History (University of Illinois) • 44, Married, 3 Kids (20, 16, and 11) Goals: • Deliver on past sales • Generate new sales • Keep the business running Challenges: • Lack of marketing expertise • No control over marketing assets • No time or budget for marketing
Loves HubSpot because: • Get more sales and leads • Get control over marketing assets • Learn Inbound Marketing
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ENTERPRISE ERIN • Director of Marketing Operations
(VP Marketing , Product Marketing) • Large company (200-2,000 employees) • Marketing team of 15+ • BS (Merrimack), MBA (Bentley) • 30, Married recently Goals: • Demand/pipeline generation • Campaign execution and coordination Challenges: • Working with sales • Data & technlogy overload • Selling use cases to IT, Legal,
Sales, Execs
Loves HubSpot because: • Integration with all of her systems • Homebase for marketing with takeaways • Easy to execute on campaigns • Stay at the forefront of marketing
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HUBSPOT’S PERSONAS
Marketing Mary PRIMARY PERSONA
Placeholder image
Owner Ollie Enterprise Erin
SECONDARY PERSONAS
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USE BUYER PERSONAS TO CREATE QUALIFIED CONTACTS
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Know what they need
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Create Content Tailored to Your Personas
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Create Content For Personas Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Enterprise Erin Owner Ollie
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Create Content That Attracts Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
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Create Content That Converts Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
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Create Content That Closes Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
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Create Content That Delights Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
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INBOUND MARKETING CAMPAIGNS.
r
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FIRST A DEFINITION OF WHAT A CAMPAIGN IS.
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Marketing campaigns
A specific, defined series of activities used in marketing a new or changed product or service, or in using new marketing channels and methods.
Source: Entrepreneur.com/encyclopedia
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Inbound marketing campaigns
Concentrated efforts that align all of your marketing channels around a single offer and goal.
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Offer to Generate New Email Contacts
Adver7se Offer On Your Website
Market Offer to Exis7ng Contacts
A@ract Leads Through Blogging
Use Social Media To Promote
Measure Performance with Data
Inbound Marke7ng Campaigns
Offer
LP + CTA
Blog
Social
Analy8cs
Offer
LP + CTA
Social
Blog
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Let’s Do This.
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My treat to you…
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Free
Project Management Assistance with your next Inbound Campaign
Hubspot.com/campaign-assistance