SLCHUG Event: October 27 2016

transcript

#SLCHUG Good morning

#SLCHUG

Agenda• Welcome • Introductions & House Keeping w/ Doc • Social Selling w/ Tim •Videos That Convert w/ Margot • LinkedIn w/ AJ • Q&A & Wrap-up

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Decks Will Be Available

Recap Post Coming

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READY?

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Cool Stuff• Welcome to the launch of SLC HUG• Our goal and charter• Volunteers encouraged

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DARINBERNTSON@iGoByDoc

Founder

Co-Leader SLCHUG

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BRANDONCARTER@bscarter

Marcom Manager

HubSpot Customer

Co-Leader of SLCHUG

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Roll Call• First Event? • HubSpot Users?• HubSpot Partner Agencies?• Awesome Guests?

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Registered 150

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Our Goals For SLCHUG• Education – Inbound in general– Some HubSpot specific

• Who is this for? –HubSpot Customers, Partners & Prospects– Anyone who wants to sharpen Inbound skills

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Our Goals For SLCHUG• Frequency

–Minimum 4 times a year– Fill-in workshops coming in 2017

• These events are for you –We are not here to sell anyone– This is a learning environment– Let’s be “inbound” and be helpful to each other

#SLCHUGLike Our New Digs?

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INFORMAL POLL RESULTS

Someplace More Central Better/Free Parking

More Topics Per Meeting Deeper Dive Into Toolsets

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#SLCHUGWho is going this year?

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Code:HUGSaltLakeCityfor contest and$50 Discount

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HUG Contest Results

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Save The Date Our Next SLCHUG Event

Thursday, January 26, 2017 Topic TBD

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Let’s TalkCertifications?

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Who Has Completed?

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New CertificationsComing Soon

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Go GetCertified

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PROJECTS

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READY?

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READY?

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MEETINGS

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READY?

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NEXT UP

Tim Dealove

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TIMDEARLOVE@tdearlove

Principal Channel Consultant

SOCIAL SELLINGTIM DEARLOVE: PRINCIPAL CHANNEL CONSULTANT @ HUBSPOT

IMPACT OF SOCIAL ON BUSINESS

Source: http://arresteddevelopment.wikia.com/wiki/Gobias_Industries

Source: HubSpot’s State of Inbound 2016

Source: http://blog.simplereach.com/facebook-continues-to-be-the-biggest-driver-of-social-traffic/

WHERE ARE WE?

▸ Importance of video (in general)

▸ Importance of Social as a tool to promote your content

▸ Same challenges persist

HIGH LEVEL THOUGHTS

▸ More than ever - invest in a variety of channels

HIGH LEVEL THOUGHTS

▸ Think about the business value of your investment

https://twitter.com/nitWitty/status/785500645109403652

HIGH LEVEL THOUGHTS

▸ Think about the business value of your investment

▸ Continue to focus on personality + promotion

WHICH AD IS BETTER?

THIS ONE

SOCIAL SELLING: GETTING STARTED

“Social selling is when salespeople use social media to interact directly with their prospects. Salespeople will provide value by answering prospect questions and offering thoughtful content until the prospect is ready to buy.”

Sam Kusinitz (HubSpot)

DEFINITION

WHY SHOULD I CARE?

SOCIAL SELLING: HIGH LEVEL GOALS

▸ As a sales rep you want to connect with more high quality leads via social

▸ Develop the process for a sales rep to follow to use social effectively

▸ Give Sales Reps the tools to connect with their leads through social channels

Source: http://harrypotter.wikia.com/wiki/First_year

STEPS TO GET STARTED (SALES)

http://arresteddevelopment.wikia.com/wiki/Gobias_Industries

GET STARTED WITH SOCIAL SELLING

▸ Setup Alerts

▸ Optimize Profiles

▸ Setup Alerts

▸ Find Your Audience

▸ Setup Alerts

▸ Find Your Audience

▸ Invest in your own thought leadership

PROVIDE EDUCATION. BE HELPFUL.

Me (Right Now)

DON’T SPAM.

Me (Again)

EASE UP ON THE SELL. SAY NO TO ABC.

Me (Last time, I promise)

STEPS TO GET STARTED FOR MARKETERS

http://arresteddevelopment.wikia.com/wiki/Gobias_Industries

HOW TO ENABLE YOUR SALES TEAM

▸ Get Buy In

▸ Help make this as easy as possible

▸ Provide feedback, share data and results

BUY IN

▸ Find the overachievers

▸ Share the right data

▸ Bring in managers

MAKE CONTENT ACCESSIBLE FOR REPS (MAKE IT EASY)

MONTHLY MEETINGS TO REVIEW RESULTS

QUESTIONS?YOU CAN FIND ME @TDEARLOVE

DOWNLOAD THIS DECK: SLCHUG EVENT RECAP

#SLCHUG#SLCHUG

Thank You!

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NEXT UP

Margot Mazur

#SLCHUG

MARGOTMAZUR@margotcodes

Partnership Co-ordinator

Salt Lake City HubSpot User Group

Video Marketing Basics: Keys To Success

Margot MazurPartnership Co-ordinatorWistia

@margotcodes

Title TextBody Level One

Body Level TwoBody Level Three

Body Level FourBody Level Five

Why we love video

Why video?

• 93% of businesses who use video believe it has increased user understanding of their product.

• 69% of users say they'd share a branded video if it had information that might be of interest to friends.

• 64% of businesses who use video believe that it has led directly to increased sales.

Video content doublestime on site

Engagement

- Marketing Sherpa

Video As A Means To An End

DRIVE TRAFFIC

CONVERT LEADS

NURTURE LEADS

CLOSE SALES

SUPPORT CUSTOMERS

INCREASE ENGAGEMENT

Drive Traffic

Use short videos or clips with links to drive people to your website.

Increase Engagement

Element Three has seen a 425% increase in traffic per post for video blog content

(vs regular blog content)

Convert Leads

Adding video to a webinar registration page makes it more human and inviting

Nurture Leads

Video voicemails establish strong

relationships

Close Sales

Using Video Well

video thumbnails:

20-43% higher CTA

Video is a lead generation machine

Landing pages with video have up to 800% more conversion than the same page without a video

Shoot business video on an iPhone

Create a studio on the cheap

77% of consumers say they’ve been convinced to buy a product or service by watching a video

Stats from Wyzowl

Margot MazurPartnership Co-ordinatorWistia

@margotcodes

#SLCHUG#SLCHUG

Thank You!

#SLCHUG

NEXT UP

AJ Wilcox

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AJWILCOX@wilcoxajOwner

#SLCHUG@wilcoxaj

LinkedIn AdsThe Red-headed Stepchild of B2B PPC

#SLCHUG

@WilcoxAJ

#SLCHUG@wilcoxaj #SLCHUG@wilcoxaj

ABOUT AJ WILCOX

10+Years of PPC and SEO experience

Began heavy B2B focus 4 years ago

Live in Lehi with my wife and 4 kids

Triathlete, exotic car lover, soulless ginger

B2B CHALLENGES

B2B Marketers have to be more sophisticated

Inherent Obstacles with B2B:

Delayed Sales Cycles

Offline Conversion Events

It’s worth it, though!

Fortune 100072%

#PipelineMarketing

Allleads!=equal

Makeoptimizationdecisionsbasedonrealresults

Return On Ad Spend is the real metric

Visits

Marketing Qualified Leads

Sales Accepted Leads

Opportunities

Customers

KEYWORD TARGETING

How do you ensure your dollars are spent on someone with B.A.N.T.?

PaidSearch(AdWords)keyword-basedtargeting

Intent-based

CEOs type the same keywords as janitors

Budget

Authority

Timing

B2B TARGETINGPERSONAL FOCUS

BUSINESS FOCUS LOW COST HIGH COST

B2B AD OPTIONS

Industry PublicationsAdvertise in industry rags (ChiefExecutive magazine)

AdTech Vendors

Precise

Decent

LINKEDIN ADVERTISING - PROS

Up-To-Date (Self Selected)

Robust Targeting Business Mentality

No Gatekeeper

Larger Deal Sizes

LINKEDIN ADVERTISING - CONS

The platform is far from perfect:

Conversion Tracking (Finally!)

Dayparting

Hourly Reporting

Device-level Bidding

Retargeting

Opaque Relevancy Score

Ignored by LinkedIn (Changing!)

WHO’S A FIT?

LTV >$15Kis a no-brainer

Recruiting

Education

Subscription Software (SaaS)

Company Verticals:

Who’s an ideal fit for LinkedIn Advertising?

NOT A FIT!

Small LTVs (<$10K)

Broad Target B2C eCommerce Hard Sell

AD UNITS – TEXT ADS

80x80px image

.03% CTR is good

25 char headline75 char adline

Desktop ONLY

Not available through Hubspot

AD UNITS – SPONSORED UPDATES

1200x627px image

.4% CTR is good

128 char intro38 char title155 char description

65%+ mobile users

Available through Hubspot!

B2B TARGETING

ProfessionalJob Title (Project Manager)

Profile Completeness Dependent

Job Function (Marketing)Seniority (Manager)Skills (Nunchuck, MySQL)Group (Project Management R Us)

CompanyCategory/Industry (Hi-tech, Consumer Goods)Company Size (51 - 2000)Company Name (Microsoft)

EducationSchool Name (Stanford)Degree/Field of Study

DemographicsGender (M/F/Both)Age (55+)Geography (San Francisco Bay Area)

Combinations & Exclusions

EFFICIENT LINKEDIN REACH

Titles

Groups

Job Function

Skills

Titles

Groups (+ Seniority)

Job Function + Seniority

Skills + Seniority

WHO USES LINKEDIN ADS?

LinkedIn Twitter Facebook Google

$2,000

$4,000

$6,000

$8,000

$10,000

$12,000

$14,000

$16,000

$18,000

$20,000

$3,851

$18,100

Q4 2014 Ad Revenues (Millions)

CONTENT MARKETING FUNNEL

Trial/ Demo

Blog Post/Infographic

Webinar

RetargetingEmail

Nurture

Low Friction

High Friction

Guide / Whitepaper

GLORIOUS RETARGETING

LinkedIn retargeting = Building persona!

Facebook Custom Audiences

Twitter Tailored Audiences

Paid Search retargeting = Building audience around keyword

Recommended Retargeting Mix:

AdWords ReMarketing

Tag Manager Containing:

#SLCHUG@wilcoxaj

AJ@B2Linked.com @WilcoxAJ www.B2Linked.com

#SLCHUG#SLCHUG

Thank You!

#SLCHUG#SLCHUG

Panel Questions?

#SLCHUG160

Search EngineOptimization

Blogging & Social Media

Lead Generation

Email & Automation

Marketing Analytics

Lead Management

#SLCHUG#SLCHUG

Coming Soon

Workshops, Webinars, Blog, & (Possible) Podcast

Diving deeper into HubSpot tools and Inbound Methodology,

and User Stories Watch for eMail from Doc

#SLCHUG

Save The Date Our Next SLCHUG Event

Thursday, January 26, 2017 Topic TBD