There’s no doubt that you have ambitious growth plans for your business, but is your digital marketing strategy set up to propel you towards meeting and exceeding those goals?
Grow with HubSpot Singapore is about helping you learn how to use inbound marketing to grow your business online. Learn how to create a robust inbound strategy to attract, convert, close and delight your prospective customers.
4. @RyanBonnici | #GrowWithHubSpot | @HubSpot
INSERT YOUR HEADSHOT/
Users/rbonnici/
rbonnici@hubspot.com/
Headshot - LQ.png
INBOUND
MARKETING:
PAST, PRESENT, FUTURE
Why Inbound, How it Works, &
The Inbound Marketing Funnel
5. @RyanBonnici | #GrowWithHubSpot | @HubSpot
HOW TO TURN STRANGERS
INTO WEBSITE VISITORS
Niti Shah
HubSpot | @NitiFromBoston
Convert Leads
Close Customers
Attract Visitors
6. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Attract VisitorsAttract Visitors
Convert Leads
Close Customers
HOW TO CONVERT
VISITORS INTO LEADS
James Gilbert
HubSpot | @jatgilbert
Convert Leads
7. @RyanBonnici | #GrowWithHubSpot | @HubSpot
HOW TO TURN
LEADS INTO CUSTOMERS
Rosalia Cefalu
HubSpot | @RosaliaCef
Convert Leads
Close Customers
Attract Visitors
8. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Ryan Bonnici
HubSpot | @RyanBonnici
Convert Leads
Close Customers
Attract Visitors
KEY TAKEAWAYS FROM
GROW WITH HUBSPOT
INSERT YOUR HEADSHOT/
Users/rbonnici/
rbonnici@hubspot.com/
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11. @RyanBonnici | #GrowWithHubSpot | @HubSpot
THEN
• Advertisers had all the control.
• Consumers were bombarded
with ads & pamphlets trying
to sell them many products.
• While they didn’t like this,
they couldn’t do anything
about it.
12. @RyanBonnici | #GrowWithHubSpot | @HubSpot
NOW
• The buyer is in control
and has much more power.
• They have all the tools at
their disposal to do their
own research.
• They’re able to make
their own decision on your
product / service without you.
13. @RyanBonnici | #GrowWithHubSpot | @HubSpot
BROKEN
The old playbook is
are on do
not call lists
direct mail is
never opened
unsubscribe
from email
skip
TV ads
48%20%91%83%
14. @RyanBonnici | #GrowWithHubSpot | @HubSpot
The biggest problem
with the old playbook is that
it fights for people’s attention
by interrupting them.
Seth Godin (1998!)
“
18. @RyanBonnici | #GrowWithHubSpot | @HubSpot
DEC 2013 DEC 2015
HERE’S A BLOG
POST FROM 2013
Look how much traffic
it is still getting 2 years
later (& continues to get)
20. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Blogs
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks
Software /
Tools
In the world of digital,
people love content.
21. @RyanBonnici | #GrowWithHubSpot | @HubSpot
+
All-in-one
inbound marketing
and sales software.
We attract 6M+ marketers
per month through content.
What do all marketers
really want to know?
HOW GOOD IS
MY WEBSITE?
30. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Convert leads with
personalised content
experiences
Close customers with
personalised mktg.
automation
Attract visitors with their
web & blog content
33. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Convert leads with
personalised content
experiences
Close customers with
personalised mktg.
automation
Attract visitors with their
web & blog content
35. @RyanBonnici | #GrowWithHubSpot | @HubSpot
HELPS YOU
GENERATE
MORE OF WHAT
YOU LOVE.
Creating content that
people love,
TRAFFIC,
LEADS &
36. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Total blog posts
%LeadGrowth
Impact of total published blog posts on inbound leads
Read: leads increase as your content increases
MORE CONTENT
= MORE LEADS
Leads
EffortEffort
37. @RyanBonnici | #GrowWithHubSpot | @HubSpot
The world’s fastest
growing companies
have realised it’s
smarter to attract
their customers vs.
interrupt them.
54. @RyanBonnici | #GrowWithHubSpot | @HubSpot
We’re an all-in-one
digital marketing
platform that
businesses use to
attract, convert
& close customers.
56. @RyanBonnici | #GrowWithHubSpot | @HubSpot
But we don’t talk about our
product very much. Instead,
we create content that helps
OUR IDEAL
CUSTOMER
DO THEIR
JOB BETTER.
60. @RyanBonnici | #GrowWithHubSpot | @HubSpot
THIS HAS HELPED US BECOME A
HIGH GROWTH COMPANY TOO.
*per month
CustomersLeads*Site visits*
6M+ 60K+ 18K+
63. @RyanBonnici | #GrowWithHubSpot | @HubSpot
WOULD YOU
PREFER TO
OWN IT
INSTEAD?*
*VS. PAYING SOMEONE’S
HOME MORTGAGE FOR THEM?
64. @RyanBonnici | #GrowWithHubSpot | @HubSpot
SO, WHY WOULD YOU
RENT YOUR MARKETING
WHEN YOU CAN OWN IT?
80%
of our leads come
from content created
over 30 days ago
Learn more about this research we did here: http://blog.hubspot.com/marketing/marketing-shutdown-im-nj
vs
66. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
HOW TO TURN STRANGERS
INTO WEBSITE VISITORS
Niti Shah
HubSpot | @NitiFromBoston
Convert Leads
Close Customers
Attract Visitors
#GrowWithHubSpot
68. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
Convert Leads
Close Customers
Attract Visitors Top of the funnel:
Any marketing
activities that
increase brand
awareness & traffic.
84. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
GET IDEAS FROM
REAL, LIVE HUMANS.
5.
Industry
podcasts
FAQs from
customers
(and those who didn’t
turn into customers)
Talk to
sales reps
Rants from
executives
Internal
documents
92. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
Too vague and
I don’t want to click.
Too specific.
I don’t need to click.
Just enough, and
I want to click.
LEVERAGE THE
CURIOSITY GAP
Donald Trump says
“I want the middle
class to be tied to
the roof of my car.”
You will not believe
what Donald Trump
wants to do to you.
Donald Trump
says something
bad, again.
118. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
WHAT TO CONSIDER IN A
CO-MARKETING PARTNERSHIP
Are they a non-competitive?
Do they have a similar target audience?
Do they have great content?
Do they have a large contacts database?
120. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
Source: Content Marketer’s Guide to Influencer Marketing
3% of people generate
of the impact online90%
130. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
“
Herbert Krugman
PEOPLE NEED TO HEAR AND SEE
THINGS 3 TO 5 TIMES FOR IT TO
AFFECT A BEHAVIOUR CHANGE.
138. @JATGilbert | #GrowWithHubSpot | @HubSpot
HOW TO CONVERT
VISITORS INTO LEADS
James Gilbert
HubSpot | @jatgilbert
Convert Leads
Close Customers
Attract Visitors
#GrowWithHubSpot
142. @JATGilbert | #GrowWithHubSpot | @HubSpot
Leads
MQLs
Subscribers
HOW
DO YOU
CONVERT
TRAFFIC?
To establish a relationship
and open communication.
For blog subscribers you
want email address and
first name.
What you want
143. @JATGilbert | #GrowWithHubSpot | @HubSpot
Leads
MQLs
Subscribers
HOW
DO YOU
CONVERT
TRAFFIC?
To get data about the
person to further refine
your communication
and begin to identify if
they are a fit.
Company name,
job title, employee count
etc.
What you want
144. @JATGilbert | #GrowWithHubSpot | @HubSpot
Leads
MQLs
Subscribers
HOW
DO YOU
CONVERT
TRAFFIC?
A potential customer to
signal they want to begin
a sales conversation.
Filling out a contact
sales form, demo or
starting a trial.
What you want
174. @JATGilbert | #GrowWithHubSpot | @HubSpot
Compelling Subject Line
Sender Name
Personalised Copy
Call-To-Action
CHECKLIST
175. @JATGilbert | #GrowWithHubSpot | @HubSpot
Compelling Subject Line
Sender Name
Personalised Copy
Call-To-Action
Image
CHECKLIST
176. @JATGilbert | #GrowWithHubSpot | @HubSpot
Compelling Subject Line
Sender Name
Personalised Copy
Call-To-Action
Image
Unsubscribe Link
CHECKLIST
177. @JATGilbert | #GrowWithHubSpot | @HubSpot
5Potential customer
visits your site
Later, customer surfs the
web and sees your ad
Customer goes
back to your site
Potential customers
become paying customers
LEVERAGE
PAID RETARGETING
Ad was targeted
to only your
website visitors
179. @JATGilbert | #GrowWithHubSpot | @HubSpot
Subscriber to lead
ratio
METRICS
MQL to customer ratio,
cost per lead, length of
sales cycle
Lead to customer
ratio, cost per lead,
length of sales cycle
Leads
MQLs
Subscribers
181. @JATGilbert | #GrowWithHubSpot | @HubSpot
FIND OUT WHAT YOU’RE
WILLING TO PAY AT EACH STAGE
HOW MUCH IS A LEAD WORTH
TO YOU AT EACH STAGE?
Assuming the customer has a
lifetime profit of $5,000
Visitor $0.01
Subscriber $1
Lead $51
MQL $750
Customer $5,000
182. @JATGilbert | #GrowWithHubSpot | @HubSpot
3
Reverse engineer
your funnel to
know the value
of your leads
1
Reduce
the friction
wherever
possible
2
Always
present options
to progress
down the funnel
KEY TAKEAWAYS
200. @RosaliaCef | #GrowWithHubSpot | @HubSpot
DEFINE
YOUR
LIFECYCLE
STAGES
Prospect/Visitor
Lead
Customer
Prospect/Visitor
Opportunity
201. @RosaliaCef | #GrowWithHubSpot | @HubSpot
DEFINE
YOUR
LIFECYCLE
STAGES
Lead
MQL
SQL
Prospect/Visitor
Opportunity
Customer
202. @RosaliaCef | #GrowWithHubSpot | @HubSpot
SLA
SERVICE LEVEL
AGREEMENT
A contract between
a service provider
and the end user that
defines the level of
service expected from
the service provider.
203. @RosaliaCef | #GrowWithHubSpot | @HubSpot
MARKETING
TO SALES
SALES TO
MARKETING
Number and quality
of leads required to hit
company revenue goals
Speed and depth
of lead follow-up that
makes economic sense
204. @RosaliaCef | #GrowWithHubSpot | @HubSpot
MARKETING
TO SALES
SALES TO
MARKETING
Number and quality
of leads required to hit
company revenue goals
Speed and depth
of lead follow-up that
makes economic sense
205. @RosaliaCef | #GrowWithHubSpot | @HubSpot
STEP
1
STEP
2
STEP
4
STEP
3
STEP
5
BUILDING
SMARKETING
ALIGNMENT
Calculate
the Marketing
Side
Determine
Business
Growth
Calculate
the Sales
Side
Set up
Marketing SLA
Reporting
Set up
Sales SLA
Reporting
206. @RosaliaCef | #GrowWithHubSpot | @HubSpot
=
NEW
REVENUE GOAL
AVERAGE
SALES PRICE
Determine Business Growth
1BUILDING
SMARKETING
ALIGNMENT
# of Customers
207. @RosaliaCef | #GrowWithHubSpot | @HubSpot
NEW
CUSTOMERS GOAL
LEAD TO
CUSTOMER CLOSE %
Calculate the Marketing Side
2BUILDING
SMARKETING
ALIGNMENT
= LEADS GOAL
208. @RosaliaCef | #GrowWithHubSpot | @HubSpot
Calculate the Sales Side.
3
BUILDING
SMARKETING
ALIGNMENT
The number of deals which
go to the vendor who responds first.
35% 50%
209. @RosaliaCef | #GrowWithHubSpot | @HubSpot
Set Up Marketing SLA Reporting
4
BUILDING
SMARKETING
ALIGNMENT
Leads
Days
Lead
Generation
Goal
210. @RosaliaCef | #GrowWithHubSpot | @HubSpot
Set Up Sales SLA Reporting5
BUILDING
SMARKETING
ALIGNMENT
Leads
Jul
Sales
Commitment
Aug Sep
21 to 35 days
11 to 20 days
0 to 10 days
1%
3%
3%
1%
7%
0.7%
2%
1%
5%
221. @RosaliaCef | #GrowWithHubSpot | @HubSpot
1
Inbound
is about
being
human
KEY TAKEAWAYS
2
Alignment
through
shared
language
3
Metrics
ensure we
are all kept
accountable
4
Tools &
platforms
enable all
of this
225. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW TRAFFIC:
MAKE MY PERSONA
@RyanBonnici | #GrowWithHubSpot | @HubSpot
226. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW TRAFFIC:
CONTENT AUDIT
WORKSHEET
227. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW TRAFFIC:
GROW BLOG
SUBSCRIBERS
Cumulative Email Subscriber Growth
for the HubSpot Blog
95,888
236,382
380,232
20,767
2011 2012 2013 2014
2011 2012 2013 20142010200920082007
588,990 628,418
1,319,203
2,537,566
4,455,313
8,878,664
15,661,625
189,596,655
Yearly Traffic Growth (Visits)
to the HubSpot Blog
228. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
TRY A QUICK
EXIT POPUP
228@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW LEADS:
229. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot 229@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW LEADS:
CREATE HIGH-
CONVERTING
LEAD PAGES
230. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW LEADS:
REVERSE ENGINEER
YOUR FUNNEL
231. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW CUSTOMERS:
USE HUBSPOT SALES TO
TRACK SALES EMAILS
232. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot 232@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW CUSTOMERS:
BUILD A SALES &
MARKETING “SLA”
Leads
Days
233. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot 233@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW CUSTOMERS:
AUTOMATIC PRICING
PAGE EMAILS FOR
SALES REPS
234. @RyanBonnici | #GrowWithHubSpot | @HubSpot
In case you aren’t familiar with the
HubSpot Marketing & Sales Platform:
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CONVERT
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CLOSE
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DELIGHT