Date post: | 20-Feb-2017 |
Category: |
Marketing |
Upload: | rachel-beisel-scott |
View: | 669 times |
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A BIT ABOUT ME
• Current VP of Marketing @GorillaLogic
• Founder of LeadOut Sales
• Hubspot, GA certified (this really doesn’t matter)
• Run marketing teams in ad agencies, PR agencies, Software, Textiles, Outdoor, nonprofit in both services and product industries for B2B and B2C
• Rather be discussing this while on a bike
AGENDA•How has marketing changed?
•Inbound Marketing Overview
•Outbound Marketing
Overview
•Marketing Automation Case
Study for Product & Service
•Break - 10 min
•Testing & Measuring
Success
•Tools & Techniques
•Group Exercise
•Anything else you want to
come away with?
INBOUND• Increases leads by 400%
• Higher conversion rates
• Cheaper customer acquisition
• Earned trust internally and externally
• Some Tools (we’ll go over more later):
• Hubspot/Marketo/etc
• Drip
• SendGrid
• LeadIn
OUTBOUND• IMHO, should be a part of your
strategy.
• BE HUMAN
• Spam is spam if the person getting it doesn’t want to hear your message.
• Collect all the information you can - enriched data and personalization always leads to better conversion
• Tools:
• ZenProspect
• LeadGenius
• EmailScout.io
• Amazon mTurk
MARKETING AUTOMATION• Save time
• Efficiency
• CRM integration
• Data collection
• Multichannel management
• Consistency
• Personalization
WHICH MARKETING AUTOMATION PLATFORM
• Hubspot
• Market
• Eloqua
• Mastic - open source marketing automation
• More here
BEST PRACTICES• Sunset Policy
• Standardize Lead Sources, Lifecycle Stages
• Use CleanUp workflows and always have them running
• Set up or know your personas FIRST
• Expect to spend a lot of time up front in the system.
• Keep Lead Sources simplified for Sales team to use but detailed enough to trigger workflows
• Meet regularly with your sales team
• Make sure you and your sales team clearly define and agree on an MQL and an SQL
DATA ENRICHMENT• APIs- (find which one works for your
leadgen purposes)
• Email deliverability
• Other Tools:
• Clear bit Prospector and for google sheets
• FullContact
• mTurk
• Experian (not so much data enrichment but need to validate info you find)
DESIGN• Engaging Design Increases
Conversion Rates
• Data viz works well
• Fiverr
• Place it
• Recordit
• Optimizely
CONTENT & SEO TOOLS• Screaming Frog
• Slack
• Google Trends, Webmaster Tools, and Planner
• Chrome Developer Tools
• Moz
EMAIL, REPUTATION, DELIVERABILITY & MORE
• Google Postmaster Tools
• DKIM
• SSL Cert (more SEO but still need technical knowledge to implement)
• AMP
KPIS & MEASURING SUCCESS
• Benchmarks
• Avoid “glory metrics”
• Paralysis by Analysis
• Example Product and Service KPIs here
TOOLS TO KEEP YOU SANE (PROJECT MANAGEMENT)
• Wrike
• Trello
• Pivotal Tracker
• Sprintly
• Google Drive
NOW YOU HAVE THE TOOLS - HOW DO YOU BUILD A LIST?
• Leverage some of those APIs but if you’re not a dev…try Postman
• CloudScrape/Kimono Labs to scrape once you’ve found a good source
• mTurk and/or Clearbit to enrich
• Gmail Contact Export
• LinkedIn Contact Export
• Industry specific ways
• Identify a performant segment of your audience
• Develop a hypothesis
• Launch something to support the hypothesis
• Determine how to measure
• Listen to performance
• Optimize Accordingly
LEADGEN MODEL
ANSWER THESE QUESTIONS• Who is the target market?
• Identify at least 2 triggers for potential customers.
• How would you identify a list of qualified prospects?
• How would you structure your messaging?
• What would you use to measure success?
• Assume someone is interested but not right now, how would you keep them in the loop?
EVEN WITH RIGHT TOOLS & EXPERIENCE
• Set aside time to evaluate new tools
• Know trends going on in the dev community - bc that’s where marketing trends will go.
• You have to push your creative boundaries
• You have to be ok with failure and your boss does too
• If you’re a manager, remove blockers and rely on your team. If your team is junior, teach them how to LEARN not how to replicate.
• Collaborate internally and externally. Marketing is a job that is never done and it doesn’t get easier. IT’S
• Never stop learning or you will become extinct
OPTIONAL (BUT HIGHLY RECOMMENDED) READING
• Predictable Revenue
• 1% Windfall
• Lean Startup
• SCRUM
• Think Opposite
• sorryformarketing.com
• sethgodin.com
• Code Academy
• Skill Crush
• Hubspot free Inbound certification
• Google Analytics free certification (this one is hard and you must study for it)
• Google Tag Manager, Adwords and many other free Google tutorials out there.