Date post: | 19-Oct-2014 |
Category: |
Business |
View: | 2,636 times |
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Creating Content for the Middle of the Funnel
I’m Jeanne Hopkins. Nice to meet you.
@jeannehopkins VP, Marketing @HubSpot
The Inbound Marketing Philosophy
Telling HubSpot’s Marketing Story
White Bread vs. Wheat Bread Leads
1
3 Measuring Your Marketing
2
4 5
Agenda
Questions
Inbound Marketing Philosophy
For decades, marketing focused on pushing messages out.
7
86% skip TV ads
91% unsubscribe
200m Say DO NOT CALL
44% of direct mail is never opened
Be more inbound to draw people in at all stages of the sales and marketing process.
“Here’s some exceptional content, useful data &/or awesome service. Enjoy.”
Renting an Audience…
...vs Building Assets
How Inbound Marketing WORKS.
1 Get Found
of B2B executives use search engines to find goods & services for their business.
73%
2 Convert
3 Analyze
1 Get Found
2 Convert
3 Analyze
( INBOUND )
MARKETING
HubSpot Marketing Story
Get Found
of B2B executives use search engines to find goods & services for their business.
73%
18
Circa 2007
10 Beta Customers
2 Leads Per Day
5 Employees
$x Small seed investment
by Founder
Customers
2006 2007 2008 2009 2010 2011
48317
1150
3855
5961
3
Convert
Leads
22
White Bread Leads
24
Wheat Bread Leads
Analyze
Wheat Bread Lead Value
VSB
$22.18
$21.72
$3.97
$3.50
$0.42
Marketer
$138.86
$80.92
$56.09
$31.27
$6.44
Enterprise
$166.06
$111.16
$67.25
$21.96
$2.74
Experiments
$29.44
$39.99
$5.71
$3.08
$0.44
VAR
$22.33
$27.21
$9.75
$6.50
$0.61
Demo
Contact Sales
IMA
Free Trial
White Bread
Wheat Bread Leads
Wheat Bread Leads
Wheat Bread Leads
Assessment Offer
Free Trial Offer
Assessment Offer
Assessment Offer
Demo Offer
10+ Behavior-Based Lead Nurturing Series
Lead Nurturing Emails
Convert • 5-7% overall conversion rate • 1,200 landing pages with 45%
conversion rate • Hundreds of social media
messages / month • 50-90 segmented and targeted
emails / month • 10+ behavior-based lead nurturing
series • Intelligence about lead behavior
drives alerts for sales team • 10,000 MQLs given to sales each
month
3 Analyze
Data is your friend.
1,200 Landing Pages
45% conversion rate
50-90 Targeted eMails/Month
VISITS
PROSPECTS
LEADS
OPPS
CUST
WO. LEADS
Measure each stage of your sales & marketing process.
Visitors Leads Sales SEO
Social Media
Drill into each source to diagnose.
Set targets for each key metric.
0%
20%
40%
60%
80%
100%
21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0
% P
rogr
ess
to G
oal
Business Days Left in Month
Actual Goal
Measure progress DAILY.
What does Your Wheat Bread Look Like?
How Much are Those Leads Worth?
Develop Calls-to-Action
1
3 Use All Available Real Estate
2
4 5
Summary
Measure and Report
What is HubSpot?
SEO Consultants
+ +
+ +
+
You can do marketing this way.
51
All-in-OneMarketing Software
Or you can do marketing this way.
52
All-in-OneMarketing Software
Search Engine Optimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead Management
15 small group workshops
6 inspiring keynotes
50+ breakout sessions
7 learning tracks
3 days
2000 inbound marketing professionals
0 reasons not to GO!
REGISTER TODAY! http://inbound2012.eventbrite.com/
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www.InboundConference.com
54
All-in-OneMarketing Software
Free & Instant Assessment of Your Marketing: http://Marketing.Grader.com
Jeanne Hopkins Twitter.com/jeannehopkins Linkedin.com/in/jeannehopkins [email protected] www.HubSpot.com