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HUG Melbourne #HUGMEL
@HubSpot
@RyanBonnici
Grow
with
HubSpot
Does textSYDNEY
#GrowWithHubSpot
RYAN BONNICI
Marketing Director
INSERT
YOUR
HEADSHOT
@ryanbonnici
Agenda
Housekeeping
International Update + Inbound 101
Inbound Marketing Deep Dive
Customer Fireside Chat: YourTutor
More ...
#GrowWithHubSpot
#GrowWithHubSpot
#GrowWithHubSpot
JEETU MAHTANI
Managing Director
@jmahtani
Are you lovable?
Marketing has a Lovability Problem
marketers
Less Lovable More Lovable
Marketing has a Lovability Problem
stockbrokers lawyers
marketers
Less Lovable More Lovable
Marketing has a Lovability Problem
stockbrokers lawyers
car salespeople lobbyists
marketers
Less Lovable More Lovable
LOVE THE CONTENT YOU CONSUMED?

GENERIC
WHY? STOP THIS
MADNESS!
how your customers

buy today
Have a Need
Have a Need
90%
Start on
Google
Research Options Research
Options
Research Options Research
Options
ORGANIC - 92%
CLICK HERE
Trust
Networks
Trust
Networks
ENGAGED WITH
SALES VIA TWITTER
They like to educate themselves
rather than speak with a sales person
60% of the sales cycle
is over – before a
buyer talk...
Your consumer has changed, 

They are in control.
HOW CAN YOU
DO MARKETING
THAT Your Buyer
WILL LOVE?
?
The Inbound Funnel
Persona Driven Content + Context
Sydney Operation:
Sales, Services, Support
20 SydSpotters
Inbound marketing is
showing solid adoption
globally
0
10
20
30
40
50
60
703030
80
Proving ROI is a key
priority and challenge
for marketers
Sales are prioritising
leads from Inbound
sources
Marketers are shifting
budgets and priorities
from traditional marketing
to Inbound
WHAT IS
INBOUND
MARKETING?
NURAH MAHAMAD
Snr. Inbound Strategist
@localglobetrotr
COR
TI
SOL
Your outbound
messaging
strategy is
LITERALLY
making your
leads sick.
MARKETERS
HAVE BEEN
BAD.
#GrowWithHubSpot
The old marketing playbook is
86%
skip TV ads
91%
unsubscribe

from email
10M
on the 

Do Not Call list
44%
of direct mail...
The buyer is in control.
#INBOUND14

(source: Conference Executive Board: Marketing Leadership Council Research, Sales Leadership Council Research)...
OXY
TO
CIN
1. The Recipe for Success.

2. Contextual Marketing | Lead Nurturing 2.0

3. Three Keys to Contextual Marketing.

4. Custo...
1 The Recipe For Success.
RECIPE

for success
#GrowWithHubSpot
PERSONAS:
Your secret
ingredient for
effective lead
nurturing.
#GrowWithHubSpot
What is a BUYER PERSONA?
What is a BUYER PERSONA?
Semi-fictional representation of your ideal
customer based on real data and some
select educated ...
Goals
Goals
Challenges
Goals
Challenges
Measurements of Success
Goals
Challenges
Measurements of Success
Behavioural Patterns
Marketer Mary
Business Size: 25-2000 employees
Job Title: VP, Director, Manager
Goals:
• Generate leads and support sales ...
single 

customer 

view
An aggregated, consistent and
holistic representation of
the data known by a company
about its cu...
#INBOUND14

14%
of Marketers say they
were strongly capable
of creating a single
view of the customer.
-eMarketer
#GrowWit...
If you don’t nail down your buyer personas,
every aspect of your lead nurturing
will suffer.
91%
Of marketers say they
use content in their
marketing
91%
Of marketers say they
use content in their
marketing
42%say they are
effective at it.
...but only
#GrowWithHubSpot
THE BUYER’S JOURNEY
The active research process a
potential buyer goes through
leading up to a purchase.
#GrowWithHubSpot
ingredient two:
THE BUYER’S JOURNEY
ingredient two:
Map content
to the
Buyer’s Journey
Ingredient three:
Tailor all content, existing
and future, to each
relevant stage of the
Buyer’s Journey.
Content Type
Relevant& Format
Content Type
Relevant
Keywords
&
Topics
& Format
Content Type
Relevant
User Behaviour
Research Needs
Keywords
&
Topics
& Format
Content Type
Relevant
User Behaviour
Research Needs
BUYING
CYCLE

STAGE
Keywords
&
Topics
& Format
Nurah, I’ve already
got workflows and
drip campaigns.
Plus, I already got ma
lead nurturing did… right?
Modern technology
and the behavior of the
modern buyer has grown
the complexity of
nurturing leads through the
sales funne...
2 Contextual Marketing:
Lead Nurturing 2.0
#INBOUND14

NOBODY wakes up
and thinks:
“I HOPE TO GET
MARKETED
TO TODAY.”
08
in 2012
12
in 2000
(source: DemandGen)
Leads nurtured with
targeted content produce
an increase in sales
opportunities of more than
20%.
#Gro...
#INBOUND14

43%
Marketers globally say that
their priority is to translate a
deep knowledge of their
customers into a rele...
#INBOUND14

39%
Of marketers globally say that
understanding their customers
and translating that into relevant
actions is...
contextual marketing:
The practice of personalising
your business to your
Persona based on who they
are, what they want, w...
Deliver the right content
to the right person
at the right time.
#GrowWithHubSpot
1
2
3
Gather
Personalise
Sell
Three Keys to
Contextual Marketing:
Gather
Acquiring information across 

all touch points.
Gather explicit data from form submissions.
Form fields
should serve to
qualify leads,
assign Buyer
Personas and
ask direct
questions
relative to the
sales process.
Gather implicit
data from
user behavior.
#GrowWithHubSpot
PERSONAS:
Explicit and
implicit data will
build the 360°
view of your
Persona.
#GrowWithHubSpot
Personalise
Tailoring the experience across 

every interaction.
#INBOUND14
#INBOUND14

71%
of consumers reported being
more likely to make a purchase
if an email was tailored to their
likes and pre...
SEG
MEN
TA
TION
Segmentation
WORKS!
personalisation
Personalised emails improve
click-through rates by as
much as 14%, and conversion
rates by as much as 10%.
Device
Persona
Weather
Location
Lifecycle
Stage
Time of Day
SMARTCONTENT
Personalisation on Website Pages and Landing Pages
Smart Calls-to-Action
Smart Calls-to-Action
Smart Calls-to-Action
Smart Calls-to-Action
Source: Marketing Charts
Mobile
has now
outpaced
desktop!
Source: Marketing Charts
Please stop making
Nurah throw her phone
through the wall.
#GrowWithHubSpot
Use Smart
Rules to
change
content
based on
browsing
device.
What if you don’t
know a lead?
#GrowWithHubSpot
Anonymous Personalisation:
Customise
content for
visitors based
on their
Country IP.
Anonymous Personalisation:
Customise
content for
visitors based
on their Referral
Source
Progressive
Profiling
Social Media
Monitoring
Automatic
Colour-
Coded
Monitoring




Dependent on where they are in
their lifecycle with your business.



(lead, opport...
82%
of consumers 

are more likely to
trust a company
whose CEO and
leadership team
are active on
social media #GrowWithHu...
Sell
Building context into the sales process.
The goal of Contextual Marketing is to prevent any
potential friction through the sales funnel.
M
arketing
M
arketing
Sales
Send
notifications on
key activities
direct to your
inbox.
Leverage
implicit and
explicit data to
build stronger
relationships
with your
prospects and
leads.
Build
social media
streams
based on
segmented
lists of
contacts.
Don’t forget to engage or respond in
real time and with useful information!
Don’t forget to engage or respond in
real time and with useful information!
People have problems. Your company has
answers. Be the conductor of that
information & solve a problem.
Let’s start with a story.
Customer Insights
@yourtutor | #TBD
Caroline

HALLIDAY
Director of Consumer Marketing
CHALLENGES
SOLUTION
1 + 1 = ? 2 + 1 = ? 3 + 1 = ?
#GrowWithHubSpot
#GrowWithHubSpot
Let’s go back to 1965.
#GrowWithHubSpot
#GrowWithHubSpot
Introspective
opening?
#GrowWithHubSpot
Introspective
opening?
Good positioning
& social proof?
#GrowWithHubSpot
Introspective
opening?
Good positioning
& social proof?
Testimonials?
#GrowWithHubSpot
#GrowWithHubSpot
#GrowWithHubSpot
Create marketing that
people .
HUG Melbourne #HUGMEL
@HubSpot
@RyanBonnici
Grow
with
HubSpot
Does textSYDNEY
THANK YOU!!!
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
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Grow with HubSpot - Sydney Event Deck

  1. HUG Melbourne #HUGMEL @HubSpot @RyanBonnici Grow with HubSpot Does textSYDNEY #GrowWithHubSpot
  2. RYAN BONNICI Marketing Director INSERT YOUR HEADSHOT @ryanbonnici
  3. Agenda Housekeeping International Update + Inbound 101 Inbound Marketing Deep Dive Customer Fireside Chat: YourTutor More Food & Networking
  4. #GrowWithHubSpot
  5. #GrowWithHubSpot
  6. #GrowWithHubSpot
  7. JEETU MAHTANI Managing Director @jmahtani
  8. Are you lovable?
  9. Marketing has a Lovability Problem marketers Less Lovable More Lovable
  10. Marketing has a Lovability Problem stockbrokers lawyers marketers Less Lovable More Lovable
  11. Marketing has a Lovability Problem stockbrokers lawyers car salespeople lobbyists marketers Less Lovable More Lovable
  12. LOVE THE CONTENT YOU CONSUMED?

  13. GENERIC WHY? STOP THIS MADNESS!
  14. how your customers
 buy today
  15. Have a Need
  16. Have a Need 90% Start on Google
  17. Research Options Research Options
  18. Research Options Research Options ORGANIC - 92% CLICK HERE
  19. Trust Networks
  20. Trust Networks ENGAGED WITH SALES VIA TWITTER
  21. They like to educate themselves rather than speak with a sales person 60% of the sales cycle is over – before a buyer talks to your salesperson. Corporate Executive Board: bit.ly/zub217
  22. Your consumer has changed, 
 They are in control.
  23. HOW CAN YOU DO MARKETING THAT Your Buyer WILL LOVE? ?
  24. The Inbound Funnel Persona Driven Content + Context
  25. Sydney Operation: Sales, Services, Support 20 SydSpotters
  26. Inbound marketing is showing solid adoption globally
  27. 0 10 20 30 40 50 60 703030 80
  28. Proving ROI is a key priority and challenge for marketers
  29. Sales are prioritising leads from Inbound sources
  30. Marketers are shifting budgets and priorities from traditional marketing to Inbound
  31. WHAT IS INBOUND MARKETING?
  32. NURAH MAHAMAD Snr. Inbound Strategist @localglobetrotr
  33. COR TI SOL
  34. Your outbound messaging strategy is LITERALLY making your leads sick.
  35. MARKETERS HAVE BEEN BAD. #GrowWithHubSpot
  36. The old marketing playbook is 86% skip TV ads 91% unsubscribe
 from email 10M on the 
 Do Not Call list 44% of direct mail is never opened BROKEN. #GrowWithHubSpot
  37. The buyer is in control.
  38. #INBOUND14 (source: Conference Executive Board: Marketing Leadership Council Research, Sales Leadership Council Research) 57% of a prospect’s buying decision is complete before that prospect’s first contact with a supplier. #GrowWithHubSpot
  39. OXY TO CIN
  40. 1. The Recipe for Success. 2. Contextual Marketing | Lead Nurturing 2.0 3. Three Keys to Contextual Marketing. 4. Customer Insights.
  41. 1 The Recipe For Success.
  42. RECIPE for success
  43. #GrowWithHubSpot
  44. PERSONAS: Your secret ingredient for effective lead nurturing. #GrowWithHubSpot
  45. What is a BUYER PERSONA?
  46. What is a BUYER PERSONA? Semi-fictional representation of your ideal customer based on real data and some select educated speculation about customer demographics, behaviour patterns, motivations, and goals.
  47. Goals
  48. Goals Challenges
  49. Goals Challenges Measurements of Success
  50. Goals Challenges Measurements of Success Behavioural Patterns
  51. Marketer Mary Business Size: 25-2000 employees Job Title: VP, Director, Manager Goals: • Generate leads and support sales with collateral • Manage company communications • Build awareness for the company Challenges: • Too much to do! Mary is a busy lady. • Not sure how to get there. • Marketing tool and channel chaotic and disorganised. Measuring Success: • Traffic, Leads, Registrants • Boss's Gut Check • Campaign Effectiveness WHY MARY LOVES HUBSPOT: Learn Inbound Marketing Easy to use tools that make her life easier Easier reporting to sales and CEO
  52. single 
 customer 
 view An aggregated, consistent and holistic representation of the data known by a company about its customers.
  53. #INBOUND14 14% of Marketers say they were strongly capable of creating a single view of the customer. -eMarketer #GrowWithHubSpot
  54. If you don’t nail down your buyer personas, every aspect of your lead nurturing will suffer.
  55. 91% Of marketers say they use content in their marketing
  56. 91% Of marketers say they use content in their marketing 42%say they are effective at it. ...but only
  57. #GrowWithHubSpot
  58. THE BUYER’S JOURNEY The active research process a potential buyer goes through leading up to a purchase. #GrowWithHubSpot
  59. ingredient two:
  60. THE BUYER’S JOURNEY ingredient two:
  61. Map content to the Buyer’s Journey Ingredient three:
  62. Tailor all content, existing and future, to each relevant stage of the Buyer’s Journey.
  63. Content Type Relevant& Format
  64. Content Type Relevant Keywords & Topics & Format
  65. Content Type Relevant User Behaviour Research Needs Keywords & Topics & Format
  66. Content Type Relevant User Behaviour Research Needs BUYING CYCLE
 STAGE Keywords & Topics & Format
  67. Nurah, I’ve already got workflows and drip campaigns. Plus, I already got ma lead nurturing did… right?
  68. Modern technology and the behavior of the modern buyer has grown the complexity of nurturing leads through the sales funnel. #GrowWithHubSpot
  69. 2 Contextual Marketing: Lead Nurturing 2.0
  70. #INBOUND14 NOBODY wakes up and thinks: “I HOPE TO GET MARKETED TO TODAY.”
  71. 08
in 2012 12
in 2000
  72. (source: DemandGen) Leads nurtured with targeted content produce an increase in sales opportunities of more than 20%. #GrowWithHubSpot
  73. #INBOUND14 43% Marketers globally say that their priority is to translate a deep knowledge of their customers into a relevant interaction. -Marketing Charts #GrowWithHubSpot
  74. #INBOUND14 39% Of marketers globally say that understanding their customers and translating that into relevant actions is their biggest challenge. -Marketing Charts #GrowWithHubSpot
  75. contextual marketing: The practice of personalising your business to your Persona based on who they are, what they want, what they need or what they do.
  76. Deliver the right content to the right person at the right time. #GrowWithHubSpot
  77. 1 2 3 Gather Personalise Sell Three Keys to Contextual Marketing:
  78. Gather Acquiring information across 
 all touch points.
  79. Gather explicit data from form submissions.
  80. Form fields should serve to qualify leads, assign Buyer Personas and ask direct questions relative to the sales process.
  81. Gather implicit data from user behavior.
  82. #GrowWithHubSpot
  83. PERSONAS: Explicit and implicit data will build the 360° view of your Persona. #GrowWithHubSpot
  84. Personalise Tailoring the experience across 
 every interaction.
  85. #INBOUND14
  86. #INBOUND14 71% of consumers reported being more likely to make a purchase if an email was tailored to their likes and preferences. -Marketing Charts #GrowWithHubSpot
  87. SEG MEN TA TION
  88. Segmentation WORKS!
  89. personalisation
  90. Personalised emails improve click-through rates by as much as 14%, and conversion rates by as much as 10%.
  91. Device Persona Weather Location Lifecycle Stage Time of Day
  92. SMARTCONTENT
  93. Personalisation on Website Pages and Landing Pages
  94. Smart Calls-to-Action
  95. Smart Calls-to-Action
  96. Smart Calls-to-Action
  97. Smart Calls-to-Action
  98. Source: Marketing Charts
  99. Mobile has now outpaced desktop! Source: Marketing Charts
  100. Please stop making Nurah throw her phone through the wall. #GrowWithHubSpot
  101. Use Smart Rules to change content based on browsing device.
  102. What if you don’t know a lead? #GrowWithHubSpot
  103. Anonymous Personalisation: Customise content for visitors based on their Country IP.
  104. Anonymous Personalisation: Customise content for visitors based on their Referral Source
  105. Progressive Profiling
  106. Social Media Monitoring
  107. Automatic Colour- Coded Monitoring 
 
 Dependent on where they are in their lifecycle with your business.
 
 (lead, opportunity, customer, hero)
  108. 82% of consumers 
 are more likely to trust a company whose CEO and leadership team are active on social media #GrowWithHubSpot
  109. Sell Building context into the sales process.
  110. The goal of Contextual Marketing is to prevent any potential friction through the sales funnel.
  111. M arketing
  112. M arketing Sales
  113. Send notifications on key activities direct to your inbox.
  114. Leverage implicit and explicit data to build stronger relationships with your prospects and leads.
  115. Build social media streams based on segmented lists of contacts.
  116. Don’t forget to engage or respond in real time and with useful information!
  117. Don’t forget to engage or respond in real time and with useful information!
  118. People have problems. Your company has answers. Be the conductor of that information & solve a problem.
  119. Let’s start with a story. Customer Insights
  120. @yourtutor | #TBD Caroline
 HALLIDAY Director of Consumer Marketing
  121. CHALLENGES
  122. SOLUTION 1 + 1 = ? 2 + 1 = ? 3 + 1 = ?
  123. #GrowWithHubSpot
  124. #GrowWithHubSpot Let’s go back to 1965.
  125. #GrowWithHubSpot
  126. #GrowWithHubSpot Introspective opening?
  127. #GrowWithHubSpot Introspective opening? Good positioning & social proof?
  128. #GrowWithHubSpot Introspective opening? Good positioning & social proof? Testimonials?
  129. #GrowWithHubSpot
  130. #GrowWithHubSpot
  131. #GrowWithHubSpot Create marketing that people .
  132. HUG Melbourne #HUGMEL @HubSpot @RyanBonnici Grow with HubSpot Does textSYDNEY THANK YOU!!!
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Is revenue growth a top priority for HubSpot in 2015? Are you confident that your strategy is strong enough to deliver that growth? Grow With HubSpot was an exclusive workshop to teach Sydney marketers how to use inbound marketing to increase their businesses' market share and make this a year of remarkable growth.

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