how to seduce prospects without giving your work away for free
TRANSCRIPT
SEDUCE PROSPECTS WITHOUT GIVING YOUR WORK AWAY FOR FREE
How to Create a Predictable Pipeline With Inbound Marketing
Jami Oetting | Editor, HubSpot’s Agency Post | @jamioetting
OUTBOUND METHODS • Cold Prospecting • RFPs & Proposals • Networking & Lunches • Pitch Presentations • Mailings
AGENDA • Why inbound makes sense – for
agencies • A modern understanding of
content marketing • How to build an inbound program
to drive new business leads
Customers complete nearly 60% of a typical purchasing decision before having a conversation with a supplier.
Source: HBR
Source: RSW/US
THE PROCESS MARKETERS USE WHEN HIRING A NEW AGENCY
54% of agency selection decisions are made based on research from press and online sources.
Source: Incite
Marketers are managing their own searches for solutions.
69% of agencies list referrals as the most valuable source of new business.
MOST VALUABLE SOURCE OF NEW BIZ
Source: RSW/US
But what influences these valuable referrals?
Source: Hinge Research Institute
SOURCES THAT INFLUENCE REFERRALS
Content fuels a predictable & sustainable pipeline of leads.
But wait … we tried that.
But wait … we tried that. 1. Too hard
But wait … we tried that. 1. Too hard 2. Time-consuming
But wait … we tried that. 1. Too hard 2. Time-consuming 3. Doesn’t work
1 HOW CONTENT MARKETING ACTUALLY WORKS: THE DATA
“The typical blog postwill generate between
1x and 2x as much traffic with time.”
- Thomas Tunguz
Read more about this study.
76% of monthly blog views came from old posts.
92% of monthly blog-sourced leads came from old posts.
(2 years ago, it was 70%.)
Read more about historical optimization.
CONTENT = ANNUITY
2 HOW TO CREATE AN INBOUND MARKETING PLAN TO DRIVE NEW BUSINESS
SET GOALS SET GOALS 1
RECOMMENDED GOALS
1 Leads
2 Traffic
3 Subscribers
SECONDARY GOALS
1 Social Shares
2 Inbound Links
3 Comments
4 Thought Leadership
FIND YOUR NICHE 2
DEFINE YOUR TOPICS / CATEGORIES
1 What common questions do prospects ask us?
2 What common challenges do clients face?
3 What services do we provide?
4 What do people search for?
DMA’S TOPICS/CATEGORIES
• Social
• Events
• Branding
• Sales
• Careers
• Recipes
• Blogging
• Packaging
• Public Relations
• Culture
SET GOALS RELY ON FORMULAS 3
Common Post Types/Formats
• How-to
• List
• IG/SlideShare/Video
• Thought Leadership
• Editorial
• Newsjack
• Data
• Roundup
• Promo
• FAQ
• Interview
TOPIC
FORMAT
BLOGGING
HOW-‐TO LIST SLIDESHARE DATA ROUNDUP
TOPIC
FORMAT
BLOGGING
HOW-‐TO LIST SLIDESHARE DATA ROUNDUP
TOPIC
FORMAT
BLOGGING
HOW-‐TO LIST SLIDESHARE DATA ROUNDUP
TOPIC
FORMAT
BLOGGING
HOW-‐TO LIST SLIDESHARE DATA ROUNDUP
TOPIC
FORMAT
BLOGGING
HOW-‐TO LIST SLIDESHARE DATA ROUNDUP
TOPIC
FORMAT
BLOGGING
HOW-‐TO LIST SLIDESHARE DATA ROUNDUP
SET GOALS FOCUS ON QUALITY 4
54M NEW BLOG POSTS ARE PUBLISHED EACH MONTH
FOCUS ON QUALITY
• Create posts that are THE go-to resource on a topic
• Include data and supporting facts
• Focus on the how-to
• Provide examples
• Include interviews with experts
Read the study.
SET GOALS FUEL GROWTH THROUGH SUBSCRIBERS 5
77% of views on Sidekick blog come from email.
70% of initial traffic to a new post on HubSpot’s Marketing Blog are from email subscribers.
Learn why you should focus on subscribers.
NO REALLY … FOCUS ON SUBSCRIBERS
Read about how we gave Google the middle finger.
USE NATIVE SUBSCRIBE CTAS
USE NATIVE SUBSCRIBE CTAS
SUBSCRIBE-GATE CONTENT
TRY A SUBSCRIBER POP-UP*
TEST SLIDE-IN CTAS
SET GOALS CAPTURE TRAFFIC WITH TARGETED OFFERS 6
CREATE TARGETED OFFERS
BASE OFFERS ON CATEGORIES
New Business Client Services Structure Services Marketing
SPECIFIC TOPIC + GENERAL AUDIENCE
GENERAL TOPIC + SPECIFIC AUDIENCE
EXAMPLE LEAD GEN CAMPAIGN
CREATING A LEAD CAMPAIGN
Set Goals
• Visits
• Leads
• SQLs
• Opportunities
• Customers
SET GOALS COMMIT TO CONTENT 7
SET GOALS COMMIT TO CONTENT
SET GOALS COMMIT TO CONTENT
Read about blogging frequency benchmarks.
Growth in Traffic
Source: Impact
Growth in Leads
Source: Impact
HOW WOULD YOUR NEW BUSINESS PROGRAM
BE DIFFERENT?
HOW WOULD YOUR CONVERSATIONS WITH PROSPECTS CHANGE?
INBOUND +
OUTBOUND =
Thank You! Questions?
Follow @jamioetting