Will the real Fab Five please stand up

Richmond Inbound Marketing | a HubSpot User Group September 12, 2012

A Few Highlights From Inbound 2012

Getting The Most Out of

1

2

3 Upcoming meetups & topics

TRIVIA QUIZ

Q:

Q:

A:

1991 Michigan Freshman Class

•  Jimmy King •  Juwan Howard •  Chris Webber •  Jalen Rose •  Ray Jackson

2012 US Olympic Team

•  Jordyn Wieber •  McKayla Maroney •  Alexandra Raisman •  Kyla Ross •  Gabrielle Douglas

5 Content Tracks

How To Become an Inbound Marketing Ninja in 5 Easy Steps Matt Kilens, Manager of Customer Training, HubSpot

88% of US internet users ages 14+ will browse or research products online in 2012. - US Digital Media Usage report, eMarketer

5 steps

1.  Goal Setting

2.  Traffic Generation

3.  Conversion

4.  Nurturing

5.  Analyzing

Social Media 50% Your Content 50% 3rd Party Content

Mobile in an Inbound Marketing World Jeanne Hopkins, CMO, SmartBear

www.howtogomo.com

A Marketer’s Guide:

Grading and Marketing Leads Meghan Keaney Anderson, Product Manager , HubSpot Annie Schirmacher, Consulting Team Manager, HubSpot

Did you know?: 61% of B2B organizations have not segmented their sales funnel

Ask yourself these questions…

1.  What problems are your prospects trying to solve?

2.  What type of content is your prospect attracted to?

3.  What does your prospect get out of interacting with you?

4.  Who else influences your prospect’s decision?

2. Define the funnel

Define the Funnel Top of the funnel

Questions they have

•  How do I…? •  What’s the best…? •  Should I…?

Content you provide

•  Best Practice Examples •  Templates •  Idea Posts

Indicators they’re ready to move on to the next stage. •  Sign up for demo •  Visit your pricing page •  Download multiple offers •  Request more information

Define the Funnel Middle of the funnel

Questions they have

•  How can you help? •  Do I need this? •  What can I expect? •  What do I need to consider?

Content you provide

•  Case studies •  Decision tools

(ie ROI calculator) •  Results analysis •  Demo/Trial

Indicators they’re ready to move on. •  Several talks with sales •  Decision makers brought in •  Final proposals

3. Develop a lead scoring system

The old lead scoring

The new lead scoring

Possible scoring fields Contact info Location Email activity (or lack of) Custom fields Visits, Page Views, Clicks…..

4. Hone your lead follow up

Why you get Fired Julie Devaney, Manager of Account Management, HubSpot

A few reasons •  They bought but were they bought in?

–  Terms –  Strategy –  Objectives –  Activity –  Results

•  Did you became an order taker •  You didn’t qualify hard enough

–  Your skills / their needs •  You didn’t connect the dots

–  Bringing them full circle –  Discussing what’s next and not next –  And Why

The Seven Deadly Sins of Landing Page Design Tim Ash, CEO of SiteTuners

1. Unclear Call-to-Action

BEFORE AFTER

BEFORE AFTER

2. Too many Choices

3. Asking for too much information

BEFORE AFTER

+51%

The rest

4.  Too much text 5.  Not keeping promises 6.  Visual distractions 7.  Lack of trust

www.hubspot.com/3

www.hubspot.com/3

1. Mobile

2. Smart CTA

3. Smart Fields

4. Social

5. Workflows (the artist formerly know as Lead Nurturing)

Upcoming Meetups

•  November 14th •  January 23rd •  March 27th Check the microsite www.RichmondInboundMarketing.com Resources, Blog Content, Other Marketing Classes & Meetups in the area

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