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24. 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
45. 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.
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47. #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.
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58. 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.
64. 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
65. single
customer
view
An aggregated, consistent and
holistic representation of
the data known by a company
about its customers.
66. #INBOUND14
14%
of Marketers say they
were strongly capable
of creating a single
view of the customer.
-eMarketer
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67. If you don’t nail down your buyer personas,
every aspect of your lead nurturing
will suffer.
88. #INBOUND14
43%
Marketers globally say that
their priority is to translate a
deep knowledge of their
customers into a relevant
interaction.
-Marketing Charts
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89. #INBOUND14
39%
Of marketers globally say that
understanding their customers
and translating that into relevant
actions is their biggest challenge.
-Marketing Charts
#GrowWithHubSpot
90. 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.
91. Deliver the right content
to the right person
at the right time.
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101. #INBOUND14
71%
of consumers reported being
more likely to make a purchase
if an email was tailored to their
likes and preferences.
-Marketing Charts
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