How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot
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Inbound marketing delivers 54% more leads than traditional marketing. There is a major shift in how buyers make purchase decisions, and it is more important than ever for marketers to adapt to this shift via inbound marketing. This session will provide actionable tips for marketers to use inbound marketing to first drive more qualified traffic to their websites and then convert more of that traffic into leads and customers.
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How To Use Inbound Marketing To Grow Your Business - Rebecca Corliss, HubSpot
- 2. Director of Marketing Fun Fact: Everyone calls me Repcor. @repcor REBECCA CORLISS
- 3. What are we doing here?
- 4. Marketers are the ones tasked with driving growth.
- 5. Over achieve on revenue targets growth. Sales team hits 100%+ Drive sales followup Hit monthly leads goal Hit monthly traffic goal Drive sales followup Hit monthly leads goal Hit monthly traffic goal
- 6. Growth is never by mere chance; it is the result of forces working together. - JC Penney
- 8. Marketing has a lovability problem..
- 9. Trusted professions in North America Marketer Car Salesman Salesperson Lobbyist Politician Stockbroker Services/Customer Service Professional Athlete Investment Banker Journalist Barista Software Developer Lawyer Professional Musician Accountant Dentist Nurse Doctor Teacher 0% 0% 1% 1% 1% 2% 3% 3% 3% 3% 4% 6% 9% 9% 13% 19% 41% 48% 50% 60%Firefighter Marketer Salesperson
- 11. Hi Mom, I just bought a list of 10,000 names and sent them all an email.
- 12. skip TV ads unsubscribe from email of direct mail is never opened (over 200 M) are on do not call lists 95% 98% 53% 66% The old marketing playbook is BROKEN.
- 13. The buyer is in control.
- 14. No one wakes up and says “I want to see an ad.”
- 15. So why do marketers wake up and say “Let’s make an ad.”
- 16. How do we create marketing that people love?
- 18. INBOUND Cold Calling Cold Emails (SPAM) Advertising Interruption Seller-centric Content Tools Freemium Attraction Buyer-centric VS TRADITIONAL
- 19. Your customers now start their search online. Content
- 20. Reach them with content that is relevant, helpful and human.
- 21. Do you rent or own your marketing? VS 56% of leads from campaigns >1 month ago
- 22. Total blog posts New leads index Impact of Total Published Blog Posts on Inbound Leads
- 23. Where do I start?
- 24. Your inbound tool kit. Blogs Interactive Tools Photos & Infographic s Videos & Podcasts Presentations & Ebooks
- 25. Your inbound tool kit. Content they value.
- 26. 91% of marketers say they use content in their marketing 42% say they are effective at it. …but only
- 27. You don’t determine what quality content is, your audience does.
- 29. Meet Mary Marketer She wants to improve her marketing.
- 30. Which is more likely?
- 31. Which is more likely? Mary marketer Googles the word “HubSpot”
- 32. Which is more likely? Mary marketer Googles the word “HubSpot” Mary marketer Googles “What is blogging?”
- 34. Your Website
- 35. But how does this lead to Mary becoming a new customer?
- 36. You need to turn anonymous visitors into people you can do business with.
- 37. Offer something that’s worth the price of an email address.
- 38. Your website needs focused conversion paths. Landing Page
- 39. Your website needs focused conversion paths. Landing Page
- 40. Your website needs focused conversion paths.
- 41. Example with Mary I want to mobile optimize my website.
- 42. Your website needs focused conversion paths.
- 43. Your website needs focused conversion paths.
- 44. Your website needs focused conversion paths.
- 45. Your website needs focused conversion paths.
- 46. Your website needs focused conversion paths.
- 47. Your website needs focused conversion paths.
- 48. Measuring Impact
- 50. average increase in monthly website visitors Increase in leads average increase in monthly leads report growth in revenue Increase in traffic Increase in revenue 4.10X 3.0X 72% Those who use an inbound strategy see …
- 51. … The average companies save per year by investing in inbound marketing vs. outbound.
- 52. #GrowWithHubSpot “Market to others as you would want to be marketed to…”
Editor's Notes
- And I don’t mean to send everyone in to an existential crisis so let’s focus on this event specifically. What are we doing here? We’re here to talk about marketing. We’re here to talk about technology and process, because you need both to do marketing these days. And we’re here to talk about growth.
- We are the ones being tasked with growth. Just listen to who we are, what we call ourselves these days compared to what people on our team used to be called: Demand generation managers, content creation specialists, data scientists, community growth managers, …quite a difference from 1965, heck even a few years ago when we were simply “marketers" or had a PR or product title. THERE HAS NEVER BEEN A BETTER TIME TO BE A MARKETER. I mean sure there are things like the Kardashians selling brand placement on instagram posts for 500k that can bum you out, but there is so much to be excited about. We have more powerful tools, collaboration is easier across team, experimentation is simple, and as a result, we’re being asked to ,...
- Let’s pause for on the word growth. Its what we’ve have the entire afternoon devoted to — It can have a lot of definitions and anchors in business. It can mean adding employees, it can mean growing the customer or client base, it can mean a lot of things, as we all know — but for today’s sake, let’s think about it in terms of revenue and “overachieving on our company’s revenue targets.” Sounds good right? This statement is usually followed by “we’re going to the bar with the CEO’s credit card” or “take Monday off!” — but let’s reverse engineer this and see what it means for us marketers. - Sales team hits 100%+ - no brainer here, but to overachieve on your quarterly or annual targets it means the majority of your reps crushed their number. - drive sales followup: the sales team isn’t going to 100%+ of the number unless they know the right things about the leads they are trying to close, and the sales enablement that marketing does here to help drive and close opps is huge. MQLs and SQLs - leads goal — You’re not going to have meaningful sales followup and sales enablement unless you’re working within the right volume of leads — which makes hitting the monthly goal super important. - traffic goal — And you are not going to hit the monthly leads goal unless you hit the traffic goal. Can’t get people to fill out forms on your website unless they actually visit your website, right? - Do we see how crucial our marketing activities are to sales success and ultimately moving the needle on growth? In this day and age, you cannot build a world class remarkable business without a growth strategy that includes empowering and equipping the marketers on your team to get this job done. The key to scale and predictable growth.
- Said more simply…
- MH Notes: I’m here today with news and a notion that we certainly are thinking about a lot at HubSpot. I’m not sure if you’ve noticed, but marketing has developed a real “lovability” problem. According to a Gallup poll, consumers like the people with our jobs better than a car salesman, but not as lovable as a lawyer. Not thee best spot to be in from a perception standpoint. Other Notes: I’m afraid I have some distressing news. I’m not sure if you’ve noticed, but Marketing has developed a ‘lovability’ problem. According to a Gallup poll, we beat out car salesmen and lobbyists, but we lose out to stockbrokers and lawyers. Ouch.
- Of course, you might expect firefighters, teachers and doctors to be at the top of the list. <build> But look how far down marketers fall. People trust politicians, lawyers, and even their local baristas more than they trust us. <build> As someone who chose marketing as a profession, this was pretty staggering. We are at the absolute bottom of the list.
- How did this happen? Well, marketers have been bad.
- MH Notes: Here’s something to think about: Would you call your mom and admit to her that you just bought 10,000 names and reached out, uninvited, and sent them all an email? Probably not. That doesn’t seem like something Mom would like. Other Notes: Would you call your mom and admit to her that you just bought 10,000 names and reached out, uninvited? Probably not.
- MH Notes: But actually, you have a bigger problem than your mom. The problem is you’re running the old marketing playbook, which is broken. If we marketers are known to be “data-driven” people, then the metrics here speak for themselves. The important part here is that the message is indisputable: the old marketing playbook is broken. Other Notes: And why would you buy those names anyway? The old marketing playbook is broken. (read stats).
- So what does this all mean? The marketer needs to acknowledge that the customer is in control. We can’t send them marketing messages and information on their time – we need to make information readily available for when the customer WANTS IT. So when a person is in need, we as marketers already have information available to find so we can serve them.
- MH Notes: My gut tells me that no one in this room wakes up and says, “I want to see an ad.” Save for Superbowl commercials, I’ll give those to you.
- MH Notes: If that’s true, then why are we waking up on Thursday mornings, reading our emails and getting excited about the idea of making one?
- So, in this new world that we live in, where the old marketing is exactly that - the old marketing playbook, how we do actually create marketing that people love?
- MH Notes: We start running the new marketing playbook, which some of you in this room are already familiar with: it’s called inbound marketing. If “traditional” marketing emcompasses activities like cold calling, spam emails, ads, list-buying, and other things that “interrupt” consumers, then inbound is the exact opposite. It’s free knowledge via content, free tools, and freemium models for business. Most importantly, your marketing, using the inbound playbook, becomes buyer-centric. This makes sense, right, because we already know the buyer is in control. Let’s talk about what it means to be buyer-centric for a minute. Other Notes: We need inbound marketing. If ‘traditional’ marketing encompasses, cold calling, ads, list buying, and other things that ‘interrupt’ customers, then inbound encompasses content, tools, freemium models…things that attract your customer, add value, and are thus buyer-centric.
- MH Notes: Think about your business for a moment. Where do people that need your service or product start looking for it or find out about it for the first time? Online, on their phones or on their computers. Websites, blog articles, social media content (especially their friends). Running the inbound marketing playbook is about using these content assets to drive qualified leads to your website to buy from you. Other Notes: Inbound Helps You Get Found: Website pages Blog articles Social media messages All optimized to drive qualified leads to your site
- MH Notes: And the kind of content you want to be putting out there to make inbound work for you is content that’s relevant, helpful and human. It’s the marriage of content and context that makes this so important. Inbound requires a curiosity and in turn an understanding of your customer. Inbound marketing says, “personalize your content for your buyer.” If you understand what kind of content will walk someone through your sales funnel, you’ve got a repeatable model for your business. Other Notes: Context - Understand Your Buyers: Personalize your marketing Identify buyer needs Understand what content pulls leads through sales funnel
- MH Notes: Said another way, using the inbound methodology is “owning” your marketing. As opposed to buying temporary ads and lists, you’ll own your marketing. Owning your marketing, as we’ll discuss, drives incredible, long-term returns for our business. For instance, across HubSpot’s customer base, 56% of leads come from campaigns that are over a month old - you have to own your marketing for that to be possible. Other Notes: Said another way, ‘inbound’ is owning your marketing. As opposed to buying temporary placement and lists. And doing this, owning your marketing, as we’ll discuss, drives incredible, long-term returns, for instance, across our customer base, 56% of leads come from campaigns that are over a month old - you have to own your marketing for that to be possible.
- MH Notes: I’ve got some metrics to back that up. We did some reseach in-house across our customer base and found that, simply, the more blog posts you have, the more leads you will get. Other Notes: Doing this is good for you (here we see that leads increase exponentially as your content increases)…
- So, how do you start? How do you take the first step of enjoying that up and to the right graph I just showed you for your own business?
- How many of you are using content marketing? How many of you are using it effectively?
- MH Notes: Said more simply, your audience determines what your content is, whether it’s quality or not. So, okay, you have to work with your audience. But many people aren't sure what their audience wants, or even who their audience is. So how are you going to write content for them? Other Notes: Said more simply: (read slide). Audience engagement - Now that sounds easy enough, but how many people aren't sure what their audience wants, or even where to start with their content development?
- AUDIENCE ENGAGEMENT OPPORTUNITY: “What is something you can offer your buyer persona that might catch their attention when theyre on your website? Take a moment to think about it and write it down.”
- photo credit: <a href="http://www.flickr.com/photos/blavandmaster/8608417553/">blavandmaster</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
- photo credit: <a href="http://www.flickr.com/photos/blavandmaster/8608417553/">blavandmaster</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
- photo credit: <a href="http://www.flickr.com/photos/blavandmaster/8608417553/">blavandmaster</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
- photo credit: <a href="http://www.flickr.com/photos/blavandmaster/8608417553/">blavandmaster</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
- photo credit: <a href="http://www.flickr.com/photos/blavandmaster/8608417553/">blavandmaster</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
- photo credit: <a href="http://www.flickr.com/photos/blavandmaster/8608417553/">blavandmaster</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
- photo credit: <a href="http://www.flickr.com/photos/blavandmaster/8608417553/">blavandmaster</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
- photo credit: <a href="http://www.flickr.com/photos/blavandmaster/8608417553/">blavandmaster</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
- photo credit: <a href="http://www.flickr.com/photos/blavandmaster/8608417553/">blavandmaster</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
- Focus on the metrics to validate the results. >> visits, leads, and prospects tool.
- Thats why we’re here today with Grow with HubSpot. To talk about inbound marketing and how companies are using it at all stages of the sales and marketing funnel to fuel growth. We think we know a bit about this. We’ve been building out our inbound marketing platform since 2007, and we currently have more customers than any other marketing platform. And our customers are having some impressive success. More traffic, more leads and serious revenue growth. And thats not because they hooked their website up to HubSpot — not that easy — its because they follow a methodology and playbook thats repeatable and scalable. Thats what we’re going to make sure you all leave here today knowing inside and out. We aim to show you exactly what the strategy behind some of these awesome stats looks like so you all can begin adopting the methods for your business and crush your competition but also your growth goals.
- Adopting inbound and focusing on these channels, can lead to enormous success. 54% more leads generated, huge cost savings, in fact, the average saved is $20k a year.
- Our customers are the center of everything that we do in the same way that inbound marketing can be the center of everything you do.