Intro to Inbound Marketing workshop

INTRO TO INBOUND
MARKETING
GROW YOUR
IMPACT HUB

Hi!
I’m @ItaiBoublil
GLOBAL MARKETING LEAD

@Itaiboublil Impact Hub
TODAY’S
AGENDA
#GrowthWithImpactHub

INBOUND
MARKETING
PAST
PRESENT
CONCEPTS
DIVE INTO METHODOLOGY
BUILDING YOUR TEAM

LET’S
IN TIME
TRAVEL

THEN
Marketers had full control
Customers had no choice
but to accept ads, cold
calls, etc

NOW
The Buyer is in full control
The Buyer is armed with all
the tools to do research
The Buyer can make a
decision without your help

Customers’ Solution
Outbound Marketing

The old rules have
CHANGED
83%
skip
TV ads
91%
unsubscribe
from email
20%
Direct mail
never opened
48%
are on do
not call lists
*Data provided by Hubspot

ATTRA TING
ATTENTION
U
In order to attract customers
we need to provide them something
they will love

IN THE REALM OF DIGITAL
People love Content
Blogs Videos
&
Podcasts
Presentations
&
Ebooks
Photos
&
Infographics

CONTENT STRATEGY
DONE RIGHT
Look how much organic trafﬁc
the site is getting over time.
Impact Hub Singapore Website Revamped
DRIVE TRAFFIC

HERE IS A BLOG POST
FROM OCTOBER 2015
Look how much trafﬁc it is still
getting a ~year later
(& continue getting)
Hubbington Post - Impact Hub Singapore
EVERGREEN

MORE CONTENT =
MORE LEADS
Impact Hub Singapore - Lead Generation Strategy
CONTENT THAT PEOPLE
LOVE INCREASES YOUR
LEADS

MORE CONTENT =
MORE CUSTOMERS
Impact Hub Singapore - BOFU
CONTENT THAT PEOPLE
LOVE INCREASES YOUR
CUSTOMERS

CONTENT
CREATION
FOR WHOM?

@Itaiboublil #UA2016 Impact Hub
BUYER PERSONAS
Ideation Edi
Pre-founder Inga
Investor Carl
You need to create a
Buyer Persona based
on your ideal customer

CREATING BUYER PERSONAS
WHO WHAT WHY HOW
BACKGROUND
Job? Career path? Family?
DEMOGRAPHICS
Male of female? Age? Income?
IDENTIFIERS
Demeanour? Communications preferences ?
GOALS
Primary goal? Secondary goal?
CHALLENGES
Primary Challenge? Secondary challenge?
WHAT CAN WE DO
…to help our persona achieve their goals?
…to help our persona overcome their challenge?
REAL QUOTES
About goals, challenges, etc
COMMON
OBJECTIONS
Why wouldn’t they join your Impact Hub?
MARKETING
MESSAGING
How would describe your solution to
your persona?
ELEVATOR PITCH
Sell your persona on your Impact Hub.

IDEATION EDI
Demographics
• Female
• Student: 20-30, low to no income.Lives in the city
• Career shifter: 30-45, middle income (average annual:
€35K) to extremely wealthy (Europe), upper middle income
to higher (US)
• Lives in capital cities, urban locations
Background
• Two scenarios:
• Student: no job or a job of great dissatisfaction,
possibly just out of school.
• Career Shifter: well educated, 5 years of work
experience in a mid-level management corporate job
leading a small team, now questioning what it would
be like to be entrepreneur
• Single or in relationship with no kids (career shifter may
be starting family)

Identifiers
• Focus on self-development/fulfilment - may lack meaning
• Reads Harvard Business Review, Stanford Social Innovation
Review
• Student: Active on all social media, international/spent a
semester abroad, busy/social, curious/interested,
sustainability-/equity-driven, want social impact but
undefined type, hypocritical (want to do good but lifestyle
may differ - drive, fly, emit CO2), high expectations, attends
summer entrepreneurship programs/camps
• Career Shifter: Active on LinkedIn, has Facebook, maybe
Twitter. More focused/in tune with reality/mature; unsatisfied
with career; has lots of skills; seeking a clear, fast, focused,
plan; attends premier social enterprise conferences/
networking events; rediscovering courses/programs (e.g.
Starting Your Business)
IDEATION EDI

IDEATION EDI
Goals
• Turn their idea into action - find customers
• Basic organisational infrastructure.
• Support in strengthening personal motivation
Challenges
• Gain visibility and recognition for her work
• Access to new clients/investors/partners
• Resources to finance herself and her Startup
• Affordable and efficient workspace

IDEATION EDI
What can we do?
• Give motivation, courage, support or provide access to
people who can all that.
• Connect them with not just entrepreneurs but SOCIAL
entrepreneurs.
• Assess their ideas - program: show up with an idea, go
through process to ﬁgure out whether or not it has the
ability to make it - potential awards (Social Impact
Awards, central Europe)
• Special membership focused on incubation
acceleration (some IH’s have this)
• Access to knowledge: business help desk/coaching/
skillshares/work bench/ofﬁce hours
• Summerpreneurship - recruit interns for hub
members, act as cohort, attend sessions/programs
• Job boards (especially for students)

IDEATION EDI
MARKETING MESSAGING?
ELEVATOR PITCH?

PlaceTime
Content
YOUR BUYER
PERSONA
INFORMS YOUR
STRATEGY

BONUS!
www.makemypersona.com
CREATE YOUR PERSONA ONLINE

HOW DO YOU DECIDE
WHAT CONTENT
TO CREATE?

COMPELLING
VALUE RELEVANCE TIMELY UNIQE

QUALITY
TALK TO YOUR PERSONAS
GOALS PROBLEMS & FRUSTRATIONS SPECIFIC NEEDS

@Itaiboublil Impact Hub@Itaiboublil Impact Hub
PERSONA’S NAME
Content Ideas Content Ideas Content Ideas
Has realised & expressed
symptoms of potential
problem or opportunity
AWARENESS CONSIDERATION
Has clearly deﬁned and
given a name to their
DECISION
Has deﬁned their solution
strategy, method, or
approach.
Problem or opportunity
that the above persona
needs help with.
ORMULA
LIFE CYCLE STAGES

ORMULA
PERSONA’S NAME
IDEATION EDI
Edi is a career shifter. She wants to be an
entrepreneur.
Problem:
- Doesn’t like working in her company
because she wants to work for herself
- Coming up with an idea
- She doesn’t know if her idea is a good one
- Questions about opportunity cost
- She lacks of courage to make the 1st step
- Doesn’t have support or encouragement
from family, friends, partner
Content Ideas
• Beginner’s Guide to
shifting careers
• Blog post: how to come
up with the courage to
leave your corporate
job
Content Ideas
• Template: Calculate
the opportunity cost
for starting your
Startup
• Webinar: the process
of ideation; Learn
how the Pros do it!
Content Ideas
• Event: networking
event - talk to real
entrepreneurs
• Meet our co-founders
one on one. Ask
questions, get
answers!
Has realised & expressed
symptoms of potential
AWARENESS CONSIDERATION
Has clearly deﬁned and
given a name to their
DECISION
Has deﬁned their solution
strategy, method, or
approach.
TRUST LEVEL

BONUS!
HEADLINE ANALYSER
coschedule.com/headline-analyzer

HOW DOES IT ALL
WORK IN INBOUND
MARKETING?

ATTRACT VISITORS
CONVERT LEADS
CLOSED CUSTOMERS
TOFU
ATTRACT VISITORS
MOFU
CONVERT LEADS
BOFU
CLOSING CUSTOMERS
THE INBOUND FUNNEL

ATTRACT VISITORS
CONVERT LEADS
CLOSED CUSTOMERS
TOFU
ATTRACT VISITORS
TOP OF THE FUNNEL
Marketing activities
that increases brand
awareness. This is
known as Demand
Generation

Blogs Videos
&
Podcasts
Presentations
&
Ebooks
Photos
&
Infographics
CONTENT
ATTRACTS STRANGERS TO YOUR WEBSITE

• Content/Blog
• Keywords/SEO
• Social Media
• Website
• PPC
• Database
• Landing Pages
• Forms
• Calls to Action
• Email
• Lead Scoring
• Workﬂows
• CRM Integrations
• Personalised Emails
• Workshops
• e-books
• Power of Free
• Social Media
Strangers Visitors Leads Customers Promoters
Attract Convert Close Delight

ATTRACT VISITORS
CONVERT LEADS
CLOSED CUSTOMERS
MIDDLE OF THE FUNNEL
that increase visits to
leads conversion. This
is known as Lead
Generation
MOFU
CONVERT LEADS

TRAFFIC NO CONVERSION NO IMPACT HUB
$
=+

1@Itaiboublil Impact Hub
PLACE “SMART FORMS”
TO CAPTURE SMART DATA
bit.ly/impacthubtakeover

2@Itaiboublil Impact Hub
PLACE “SUBSCRIBE”
FORMS ON YOUR BLOG

ATTRACT VISITORS
CONVERT LEADS
CLOSED CUSTOMERS
BOTTOM OF THE FUNNEL
that increase leads to
customers conversion.
This is known as
ClosingBOFU
CLOSED CUSTOMERS

@Itaiboublil #UA2016 Impact Hub@Itaiboublil Impact Hub
• Content/Blog
• Keywords/SEO
• Social Media
• Website
• PPC
• Database
• Landing Pages
• Forms
• Calls to Action
• Email nurturing
• Lead Scoring
• Workﬂows
• CRM Integrations
• Closed Loop
Analytics
• Personalised Emails
• Workshops
• e-books
• Power of Free
• Social Media
Strangers Visitors Leads Customers Promoters
Attract Convert Close Delight

PROSPECT/VISITOR
LEAD
CUSTOMER
DEFINE
YOUR
LIFECYCLE
STAGES

PROSPECT/VISITOR
LEAD
MQL
DEFINE
YOUR
LIFECYCLE
STAGES
SQL
OPPORTUNITY
CUSTOMER

SALES + MARKETING =
SMARKETING

PROSPECT/VISITOR
LEAD
MQL
SQL
OPPORTUNITY
CUSTOMER
MARKETING
SALES
SMARKETING

MARKETING
TO SALES
SALES
TO MARKETING
Number & quality of
leads required to hit
Impact Hub Revenue
goals?
Speed & Depth
follow-up that makes
economic sense
Slide format inspired by Hubspot
LINK IT

STRANGERS PROMOTERS
ATTRACT CONVERT CLOSE DELIGHT
VISITS LEADS CUSTOMERS
Social media
SEO
Keywords
Blogging
Smart forms
Landing Pages
Calls-to-Action
CRM
Lead Scoring
Email nurturing
Smart content
Events
Social media love
THE INBOUND
METHODOLOGY

HIRING FOR THE DARC AGES
Digital
Analytical
Reach
Content
@Itaiboublil Impact Hub#GrowthWithImpactHub

Facebook
Twitter
LinkedIn
Followers
SocialMedia
Information
24/7
Likes
Leads
Shares
Retweets
Content
CTR%
Snapchat
Conversion
SMM
Instagram
Success
DIGITAL CITIZEN

ANALYTICAL CHOPS
Marketing
Databases
Customers
Information
Database
Information
Leads
conversion
Metrics
CRM
LandingPages
Forms
CTR%
Automation
Convert
Close Metrics
Success

Reach
Celebrity
Famous
ThoughtLeader
Lots Followers
Networking
Information
Known
Likes
Audience
Speaker
Active
Loved by people
Sharecause
Network
Blogger
Community
Success

CONTENT CREATORS
Writer
Journalist
CreativeMind
Experience
GuestBlogger
Information
Blogger
Designer
Lovewriting
Blogger
Active
Love writing
ContentCreator
‘GSD’ Person
Blogger
Journalist
Writer

Digital Content Reach
Analytical Content
Content
PLUG THEM IN
THE FUNNEL
?

HAVE WE FORGOTTEN ANYTHING?

The Saleminator
Revenues
Projections
Relentless
CRM
Relationshipbuilder
LeadsEater
Blogger
Designer
Quotas
SellSellSell
Active
SQLs
ContentCreator
‘GSD’ Person
CRM
Closer
Sales

TOP OF THE FUNNEL - TRAFFIC TO SITE
0
15000
30000
45000
60000
Aug Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug Sep Oct
45,591
58,729
45,340
39,514
31,695
39,602
43,541
45,171
17,182
37,894
38,909
34,707
35,993
40,222
41,485
15,847
18,714 19,184 19,682
17,927
22,660 22,259
25,885
24,201 23,586 22,882 22,225
2014/15 Some Marketing 2015/16 = Inbound Marketing
Google Penalty

Organic Trafﬁc to Website increased by 133.7%
0
150000
300000
450000
600000
595,586
254,949
2014/15 Pre Some Marketing 2015/16 Inbound Marketing

TOP OF THE FUNNEL - Social Media Growth per channel
0
10000
20000
30000
40000
Aug Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug Sep Oct
0 0 0 0 0 245 641 731 1,103 1,428 1,658 1,875 2,104 2,330 2,482
7,210 7,403
8,120 8,450 8,710 8,996
9,630 9,721 9,930 10,189 10,374 10,554 10,704 10,913 11,139
6,230
8,145
9,557
10,498
12,345
12,967 13,334
15,259
16,317
17,994
19,485
20,264
21,977 22,250 22,519
12,345
13,123 13,416
13,946
14,867 15,206 15,503
16,352
19,693
23,052
28,665
31,207
33,270 33,493 33,791
Facebook Twitter LinkedIn Instagram Google + YouTube

Social Media Growth per 4 month
0
20000
40000
60000
80000
Aug Dec Mar Jun Oct
26,060
36,456
42,660
60,857
70,701
SM Community growth

bit.ly/itaimarketing
THANK YOU!

Intro to Inbound Marketing workshop

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