Inbound Publishers Summit 2015 Recap

INBOUND PUBLISHERS SUMMIT
RECAP

OVERVIEW
•  The Inbound Opportunity for Publishers – Patrick Shea & Pete
Caputa
•  Why Publishers Need to Think Like Marketers - Seth Nichols
•  Increasing Digital Revenue Through Lead Generation
Campaigns for Your Advertisers - Rick Kranz
•  Using Audience Data to Deliver Better Results and Drive
Revenue in B2B Publishing - John Yedinak
•  The Line Between Media and Brands is Blurring Fast - Chad
Pollitt
2015 Inbound Publishers Summit

THE INBOUND
OPPORTUNITY FOR
PUBLISHERS
Patrick Shea & Pete Caputa

Direct mail may have worked in 1965.
But it’s 2015 and marketers are the ones
tasked with driving growth.

Most important lead sources over the last 6 months.
Source: 2014 State of
Inbound Marketing
Report
Notice a common theme? They’re inbound channels.

20% of publishers’ current digital ad revenue
comes from content. Two years from now,
publishers project this will jump to 50%.
- Association of Business Information & Media Companies

Once a upon a time, marketing agencies needed help growing.
1. Difficulty proving ROI of services
2. Difficulty renewing clients
3. Difficulty acquiring new clients

1. Difficulty proving ROI of services
2. Difficulty renewing clients
3. Difficulty acquiring new clients
Marketing agencies need help growing.
advertisers
advertisers
advertising
Publishers
Now it’s publishers’ turn.

Unlike agencies, publishers are
poised to succeed with inbound marketing from square one.
> Existing assets help with speed to value
> Decades of credibility in niche industries
> Massive followings & distribution channels
> World-beating content creation machines
> Lacked scalable delivery approach
> Lacked any vertical specialization
> Lacked brand awareness in market
> Marketing themselves was a challenge
Publishers have massive leverage online.
Agencies Publishers

$3 Billion
Spent in 2015
Native advertising is the fastest growing form of digital advertising.
2017 Projection
$5 Billion
Source: emarketer

Competition for the
world’s digital dimes
will remain
FIERCE.

Over 800 magazines were
launched in the last year.
- Marketplace.org (American Public Media)

Every publisher is in the same business: IMPRESSIONS

Need to know more about the people in our database.

> Drive high quality traffic & leads like no else can
> Package & sell intelligence.
> Build smarter targeting.
> Promote events better.
> Sell additional products.
Need to know more about the people in our database.

Our differentiator will be actionable intelligence & ROI.
Hold, something tactical
Mary Miller

WHY PUBLISHERS NEED
TO THINK LIKE
MARKETERS
Seth Nichols

There’s a fundamental disconnect in how publishers
and marketers think.
Publishers value old business models
•  Brand strength
•  Reach
•  Audience Demos
Marketers value campaigns’ ability to increase the sales
pipeline
•  CMOs are measured/goaled on this

This limited scope may solve for now, but will
quickly be outdated and extinct. It’s more
important to sell end results, instead of our means
of getting there.

Publishers are thinking about railroads.
Marketers are thinking about transportation.

Display campaigns are diminishing in value in terms of the
customers they produce.
All leads are not created equal.
To generate measurable ROI for their advertisers, publishers
and sales teams must align their efforts to look beyond reach
and demographics. This means focusing on quality, rather than
quantity.

1.  Know marketing metrics, funnel metrics, and
marketing language—such as market intelligence,
buyers journey, and campaign best practices.
2.  Produce quality, independent editorial by
understanding context: attract, identify, nurture
and convert high quality prospects.
3.  Focus on quality over reach when planning
circulation and audience development.
4.  Measure ROI and constantly adjust!
Align your sales team with your customers and
organization as a whole. Together your whole team
must be able to:

To be a marketing partner, you have to be a
marketer. Publishers have better visibility to pick
up purchase signals and publishers’ content is
more highly valued by prospects.
•  Map content to the buyer’s journey.
•  Use content to pick up explicit and behavioral purchase
intent.
•  Use HubSpot workflows, event triggers, CTAs, lead scoring
etc. to paint the bigger picture for advertisers.

To sum it up: Be marketers, not publishers.
1.  Align organization with customer goals.
•  Publishers/sales teams of consultative marketers
•  Content teams understand the buyer’s journey
2.  Use tools and processes your customers use.
3.  Prove your value for each campaign: Return on
Marketing Investment .
4.  Build products for business predictability and inevitable
downturns.

INCREASING DIGITAL
REVENUE THROUGH LEAD
GENERATION CAMPAIGNS
FOR YOUR ADVERTISERS
Rick Kranz

Case Study: Dental Products Report
Using Inbound to Drive
•  68% reduced Customer Acquisition Cost
•  545% ROI
•  98% Reduction in Cost-Per-Lead

Planning: Questions to Consider
•  What resonates with your
subscribers?
•  In terms of the advertiser’s product/
service:
o  Are your subscribers aware of it?
o  Do they think they need it?
o  Do they understand it?
o  Do they want it?
•  What is the advertiser’s goal?
?

Planning: Segment your subscribers
•  Interest
•  Demographics
•  Depth of knowledge
•  Intent to purchase
•  What offers they converted on
•  Level of engagement with your
content

Planning: Map subscribers to client’s
goal
Goal
Generate sales ready leads
Subscriber segment
Dentists interested in marketing and practice management
Relevant offer
Postcard marketing

Initial Campaign Steps
1. Reads article on postcard marketing
send user to webinar
2. Watch webinar
send user to consult page
3. Fill out form for consultation

Why is understanding your
audience so important?
Upon seeing a low number of
webinar viewers, DPR
swapped the webinar offer for
an eBook, applicable earlier on
in the buyer’s journey. This
ultimately helped them
generate more qualified leads.

1. Read article on postcard marketing
send them to ebook
2. Launch email campaign
send them to ebook
3. Download ebook
enroll in lead nurturing campaign
4. Five step lead nurturing emails
offer a coupon for free design
5. Fill out form for consultation
Revised Campaign Steps

Achievements: Final Results
Webinar
45 visits
20% conversion
9 Contacts
Overall
68% Reduced CAC
545% ROI
98% Reduction in
CPL
Ebook
419 visits
45% conversion
181 Contacts

USING AUDIENCE DATA TO
DELIVER BETTER
RESULTS & DRIVE
REVENUE IN B2B
PUBLISHING
John Yedinak

H HHH
A little about Senior Housing News
•  Largest B2B website focusing on the $300 billion
senior housing industry
•  Over 10,000 daily email subscribers
•  5 full time reporters

While they were selling out email/website ads by
the first month, it wasn’t enough. They needed to
make a change and find a new source of revenue.

The problem? They had very little data on their subscribers
aside from email address and company name.

•  Wanted to be inbound driven
•  Centralized database and integration tools
•  Needed better insight into users to deliver the right
content at the right time
•  Wanted to develop real lead gen program for clients
that delivered qualified leads and grow their
business beyond ads.
Why they chose HubSpot

1.  Integrate data from different services.
2.  Create downloadable content to obtain detailed information
about our readers.
3.  Develop a new progressive profiling strategy.
4.  Ask — what do we want to know about our audience?
First things first, they had to develop a data
strategy.

Their top of the funnel campaign was composed of:
M One dedicated email
N One article
W Smart CTAs
R Exit intent CTA
To get this data they know it would be all about the
content oﬀer.

They asked users probing questions
about:
•  Interests
•  Pain points
•  Product/service needs
And guess what? Their readers told them.
Great content resulted in great data.

Results: Over 2 months, the campaign drove almost $8,000 in
revenue through 119 submissions, and 26 highly qualified high-
value leads.
Using this rich data, they created niche highly-
segmented campaigns targeting people by
location, company type, and job title – using
Smart CTAs to drive the right people to a landing
page.

•  Inbound is a marathon, not a sprint.
•  Set individual campaign goals one at a time to avoid being
overwhelmed.
•  Start with a trusted client and cut them a great deal, then continue to
learn from each campaign.
•  Use Custom Event Tracking to dynamically create segments of your
audience to what they read and which topics convert best.
•  Inbound hasn’t detracted from traditional ad spend, only enhanced it.
•  They had to change the sales process.
•  The biggest challenge was determining the right CPL to charge.
Takeaways from implementing inbound:

•  Sell more than one product (ex: webinar & white paper).
•  Ask better questions: are you planning on buying soon?
•  Use Smart CTAs to target operators for recurring revenue
each month.
•  Increase the amount of custom content created for clients to
increase that segment of revenue.
What’s next for Senior Housing News?

THE LINE BETWEEN
MEDIA AND BRANDS
IS BLURRING FAST
Chad Pollitt

Every minute of every day:
•  571 websites are launched
•  350,000 tweets are tweeted
•  48 hours of YouTube videos are uploaded
Most verticals are already oversaturated with content, causing
great content to go unread daily.
We’re in the middle of a content explosion.

Despite smart phone proliferation, increased media
accessibility, demand and consumption… many traditional
media outlets are cutting back.
Blogs, social media, new media, brand, search engines, and
agencies are attempting to fill this media gap.
But, this isn’t a bad thing…

•  The media are building marketing agencies.
•  Brands are becoming the media.
•  Agencies are becoming publishers.
•  And search engines are buying media too.
And so the lines are blurring.

Exposure is harder to come by than ever with social reach
diminishing and search getting more crowded.
So what’s filling the content distribution void?

Native.

The native landscape is beginning to take shape, and the
race for supremacy has begun.

Publishers are in the driver’s seat, poised perfectly
to leverage their publications and their content with:
•  Inﬂuencer marketing
•  Bylines
•  Native advertising
•  Email marketing
•  Networking/speaking

HELP US KEEP THE
INBOUND PUBLISHING
CONVERSATION GOING
To access exclusive resources, share industry news, and join
other media-minded people in discussion:
Join the Inbound Publishing group on
Inbound.org

Inbound Publishers Summit 2015 Recap

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