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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 Food & Networking
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
#GrowWithHubSpot
Grow with HubSpot - Sydney Event Deck
#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 talks to your
salesperson.
Corporate Executive Board: bit.ly/zub217
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
Grow with HubSpot - Sydney Event Deck
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
Grow with HubSpot - Sydney Event Deck
Sales are prioritising
leads from Inbound
sources
Grow with HubSpot - Sydney Event Deck
Marketers are shifting
budgets and priorities
from traditional marketing
to Inbound
Grow with HubSpot - Sydney Event Deck
WHAT IS
INBOUND
MARKETING?
NURAH MAHAMAD
Snr. Inbound Strategist
@localglobetrotr
Grow with HubSpot - Sydney Event Deck
COR
TI
SOL
Grow with HubSpot - Sydney Event Deck
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 is
never opened
BROKEN.
#GrowWithHubSpot
The buyer is in control.
#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
Grow with HubSpot - Sydney Event Deck
OXY
TO
CIN
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
1. The Recipe for Success.

2. Contextual Marketing | Lead Nurturing 2.0

3. Three Keys to Contextual Marketing.

4. Customer Insights.
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 speculation about
customer demographics, behaviour patterns,
motivations, and goals.
Grow with HubSpot - Sydney Event Deck
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 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
single 

customer 

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

14%
of Marketers say they
were strongly capable
of creating a single
view of the customer.
-eMarketer
#GrowWithHubSpot
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:
Grow with HubSpot - Sydney Event Deck
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 funnel.
#GrowWithHubSpot
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
Grow with HubSpot - Sydney Event Deck
(source: DemandGen)
Leads nurtured with
targeted content produce
an increase in sales
opportunities of more than
20%.
#GrowWithHubSpot
#INBOUND14

43%
Marketers globally say that
their priority is to translate a
deep knowledge of their
customers into a relevant
interaction.
-Marketing Charts
#GrowWithHubSpot
#INBOUND14

39%
Of marketers globally say that
understanding their customers
and translating that into relevant
actions is their biggest challenge.
-Marketing Charts
#GrowWithHubSpot
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.
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 preferences.
-Marketing Charts
#GrowWithHubSpot
SEG
MEN
TA
TION
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Segmentation
WORKS!
personalisation
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Personalised emails improve
click-through rates by as
much as 14%, and conversion
rates by as much as 10%.
Grow with HubSpot - Sydney Event Deck
Device
Persona
Weather
Location
Lifecycle
Stage
Time of Day
Grow with HubSpot - Sydney Event Deck
SMARTCONTENT
Personalisation on Website Pages and Landing Pages
Grow with HubSpot - Sydney Event Deck
Smart Calls-to-Action
Smart Calls-to-Action
Smart Calls-to-Action
Smart Calls-to-Action
Grow with HubSpot - Sydney Event Deck
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
Grow with HubSpot - Sydney Event Deck
Social Media
Monitoring
Automatic
Colour-
Coded
Monitoring




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



(lead, opportunity, customer, hero)
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
82%
of consumers 

are more likely to
trust a company
whose CEO and
leadership team
are active on
social media #GrowWithHubSpot
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Sell
Building context into the sales process.
The goal of Contextual Marketing is to prevent any
potential friction through the sales funnel.
Grow with HubSpot - Sydney Event Deck
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 = ?
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
Grow with HubSpot - Sydney Event Deck
#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!!!

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