5. @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
6. @RyanBonnici | #GrowWithHubSpot | @HubSpot
HOW TO TURN STRANGERS â¨
INTO WEBSITE VISITORS
Niti Shah â¨
HubSpot | @NitiFromBoston
Convert Leads
Close Customers
Attract Visitors
7. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Attract VisitorsAttract Visitors
Convert Leads
Close Customers
HOW TO CONVERT
VISITORS INTO LEADS
James Gilbertâ¨
HubSpot | @jatgilbert
Convert Leads
11. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Inbound Marketing Success Panel
HubSpot Customer & Partner Showcase
Andrea Hoymann
Head of Content
Karin Cahill
Digital Marketing Manager
Caroline Halliday
Director of Consumer Marketing
12. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Kipp Bodnar
Chief Marketing Officer
The Future of Marketing
Peter Roper
Editor
Fireside Chat with HubSpot CMO, Kipp Bodnar
13. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Ryan Bonniciâ¨
HubSpot | @RyanBonnici
Convert Leads
Close Customers
Attract Visitors
KEY TAKEAWAYS FROMâ¨
GROW WITH HUBSPOT
INSERT YOUR HEADSHOT/
Users/rbonnici/
rbonnici@hubspot.com/
Headshot - LQ.png
21. @RyanBonnici | #GrowWithHubSpot | @HubSpot
THEN
⢠Advertisers had all the control.
⢠Consumers were bombardedâ¨
with ads & pamphlets tryingâ¨
to sell them many products.
⢠While they didnât like this,â¨
they couldnât do anything â¨
about it.
22. @RyanBonnici | #GrowWithHubSpot | @HubSpot
NOW
⢠The buyer is in controlâ¨
and has much more power.
⢠They have all the tools at â¨
their disposal to do their â¨
own research.
⢠Theyâre able to make â¨
their own decision on yourâ¨
product / service without you.
23. @RyanBonnici | #GrowWithHubSpot | @HubSpot
BROKEN
The old playbook is
are on do â¨
not call lists
direct mail isâ¨
never opened
unsubscribeâ¨
from email
skip â¨
TV ads
48%20%91%83%
24. @RyanBonnici | #GrowWithHubSpot | @HubSpot
The biggest problemâ¨
with the old playbook is that
it fights for peopleâs attention
by interrupting them.
Seth Godin (1998!)
â
28. @RyanBonnici | #GrowWithHubSpot | @HubSpot
DEC 2013 DEC 2015
HEREâS A BLOG
POST FROM 2013
Look how much traffic â¨
it is still getting 2 years
later (& continues to get)
30. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Blog Posts &
Web Content
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks
Software
& Tools
In the world of digital,
people love content.
31. @RyanBonnici | #GrowWithHubSpot | @HubSpot
+
All-in-oneâ¨
inbound marketingâ¨
and sales software.
We attract 6M+ marketers â¨
per month through content.
What do all marketers â¨
really want to know?
HOW GOOD IS â¨
MY WEBSITE?
40. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Convert leads with
personalised content
experiences
Close customers with
personalised mktg.
automation
Attract visitors with their â¨
web & blog content
43. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Convert leads with
personalised content
experiences
Close customers with
personalised mktg.
automation
Attract visitors with their â¨
web & blog content
46. @RyanBonnici | #GrowWithHubSpot | @HubSpot
HELPS YOU
GENERATE â¨
MORE OF WHAT
YOU LOVE.
Creating content
that people love,
TRAFFIC,
LEADS &
47. @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 â¨
= MORE LEADS
Leads
EffortEffort
48. @RyanBonnici | #GrowWithHubSpot | @HubSpot
The worldâs fastest
growing companies
have realised itâs
smarter to attract
their customers vs.
interrupt them.
56. @RyanBonnici | #GrowWithHubSpot | @HubSpot
NET-A-PORTER
is a global online â¨
fashion retailer â¨
that took high-end
online shopping to
new levels.
57. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Their audience â¨
was searching for
high-end fashion
online, but wasnât
used to buying it â¨
there.
58. @RyanBonnici | #GrowWithHubSpot | @HubSpot
So they created
fashion content â¨
to satisfy their
customers online
search behaviour.
64. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Weâre an all-in-one
digital marketing
platform that
businesses use to
attract, convert â¨
& close customers.
66. @RyanBonnici | #GrowWithHubSpot | @HubSpot
But we donât talk about our
product very much. Instead,
we create content that helps
OUR IDEAL
CUSTOMER
DO THEIR
JOB BETTER.
73. @RyanBonnici | #GrowWithHubSpot | @HubSpot
WOULD YOUâ¨
PREFER TO
OWN IT â¨
INSTEAD?* â¨
*VS. PAYING SOMEONEâSâ¨
HOME MORTGAGE FOR THEM?
74. @RyanBonnici | #GrowWithHubSpot | @HubSpot
SO, WHY WOULD YOU â¨
RENT YOUR MARKETING â¨
WHEN YOU CAN OWN IT?
80%
of our leads come
from content created â¨
over 30 days ago
Learn more about this research we did here: http://blog.hubspot.com/marketing/marketing-shutdown-im-nj
vs
76. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
HOW TO TURN STRANGERS â¨
INTO WEBSITE VISITORS
Niti Shah â¨
HubSpot | @NitiFromBoston
Convert Leads
Close Customers
Attract Visitors
#GrowWithHubSpot
78. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
Convert Leads
Close Customers
Attract Visitors Top of the funnel:
Any marketing
activities that
increase brand
awareness & traffic.
93. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
GET IDEAS FROM â¨
REAL, LIVE HUMANS.
5.
Industry â¨
podcasts
FAQs from
customers â¨
(and those who didnât
turn into customers)
Talk toâ¨
sales reps
Rants from â¨
executives
Internal â¨
documents
101. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
Too vague and â¨
I donât want to click.
Too specific. â¨
I donât need to click.
Just enough, andâ¨
I want to click.
LEVERAGE THE â¨
CURIOSITY GAP
Donald Trump says
âI want the middle
class to be tied to
the roof of my car.â
You will not believe
what Donald Trump
wants to do to you.
Donald Trump
says something
bad, again.
112. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
MAKE YOUR CONTENTâ¨
MORE SHAREABLE
There is a â¨
19% increase in
retweets when you
include a quote.
113. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
MAKE YOUR CONTENTâ¨
MORE SHAREABLE
There is a â¨
17% increase in
retweets when you
include a stat.
127. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
WHAT TO CONSIDER IN A â¨
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?
129. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
Source: Content Marketerâs Guide to Influencer Marketing
3% of people generate
of the impact online90%
139. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
â
Herbert Krugman
PEOPLE NEED TO HEAR AND SEE â¨
THINGS 3 TO 5 TIMES FOR IT TO
AFFECT A BEHAVIOUR CHANGE.
147. @JATGilbert | #GrowWithHubSpot | @HubSpot
HOW TO CONVERT
VISITORS INTO LEADS
James Gilbertâ¨
HubSpot | @jatgilbert
Convert Leads
Close Customers
Attract Visitors
#GrowWithHubSpot
151. @JATGilbert | #GrowWithHubSpot | @HubSpot
Leads
MQLs
Subscribers
HOWâ¨
DO YOUâ¨
CONVERTâ¨
TRAFFIC?
To establish a relationshipâ¨
and open communication.
For blog subscribers youâ¨
want email address andâ¨
first name.
What you want
152. @JATGilbert | #GrowWithHubSpot | @HubSpot
Leads
MQLs
Subscribers
HOWâ¨
DO YOUâ¨
CONVERTâ¨
TRAFFIC?
To get data about the
person to further refine
your communication â¨
and begin to identify if
they are a fit.
Company name, â¨
job title, employee count
etc.
What you want
153. @JATGilbert | #GrowWithHubSpot | @HubSpot
Leads
MQLs
Subscribers
HOWâ¨
DO YOUâ¨
CONVERTâ¨
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
183. @JATGilbert | #GrowWithHubSpot | @HubSpot
Compelling Subject Line
Sender Name
Personalised Copy
Call-To-Action
CHECKLIST
184. @JATGilbert | #GrowWithHubSpot | @HubSpot
Compelling Subject Line
Sender Name
Personalised Copy
Call-To-Action
Image
CHECKLIST
185. @JATGilbert | #GrowWithHubSpot | @HubSpot
Compelling Subject Line
Sender Name
Personalised Copy
Call-To-Action
Image
Unsubscribe Link
CHECKLIST
186. @JATGilbert | #GrowWithHubSpot | @HubSpot
5Potential customerâ¨
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 â¨
to only your
website visitors
188. @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
190. @JATGilbert | #GrowWithHubSpot | @HubSpot
FIND OUT WHAT YOUâRE â¨
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
191. @JATGilbert | #GrowWithHubSpot | @HubSpot
3
Reverse engineer
your funnel to
know the value â¨
of your leads
1
Reduce â¨
the friction â¨
wherever â¨
possible
2
Always â¨
present options
to progress
down the funnel
KEY TAKEAWAYS
196. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Business & Agency Growth Experts
Sam Emma Eoin Ravneet Tom
Harry Kartike David Michael Nick
Alex
David
Nick Angus Elyse Jeremy Jack
Ariana Mads
Cindy
Nick
Ricky
Aldrich
Loren
198. @RyanBonnici | #GrowWithHubSpot | @HubSpot
HOW TO TURN â¨
LEADS INTO CUSTOMERS
Rosalia Cefaluâ¨
HubSpot | @RosaliaCef
Convert Leads
Close Customers
Attract Visitors
199. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Inbound Marketing Success Panel
HubSpot Customer & Partner Showcase
Andrea Hoymann
Head of Content
Karin Cahill
Digital Marketing Manager
Caroline Halliday
Director of Consumer Marketing
200. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Kipp Bodnar
Chief Marketing Officer
The Future of Marketing
Peter Roper
Editor
Fireside Chat with HubSpot CMO, Kipp Bodnar
201. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Ryan Bonniciâ¨
HubSpot | @RyanBonnici
Convert Leads
Close Customers
Attract Visitors
KEY TAKEAWAYS FROMâ¨
GROW WITH HUBSPOT
INSERT YOUR HEADSHOT/
Users/rbonnici/
rbonnici@hubspot.com/
Headshot - LQ.png
215. @RosaliaCef | #GrowWithHubSpot | @HubSpot
SALES REP â¨
SCOTT
We donât have
enough leadsâŚ
âŚand even â¨
the ones we have â¨
arenât good.
216. @RosaliaCef | #GrowWithHubSpot | @HubSpot
MARKETINGâ¨
MARY
We give sales â¨
plenty of leads.
They donât put in â¨
enough effort to â¨
close deals.
217. @RosaliaCef | #GrowWithHubSpot | @HubSpot
Companies with strong sales and
marketing alignment achieve
annual â¨
growth â¨
rate20%
218. @RosaliaCef | #GrowWithHubSpot | @HubSpot
Compared to a
for companies with poor alignment
declineâ¨
in annual â¨
revenue4%
223. @RosaliaCef | #GrowWithHubSpot | @HubSpot
2.1. 3.
COMMONâ¨
LANGUAGE
SETTING UP â¨
THE PROCESS
UTILISING â¨
TOOLS
SMARKETING â¨
STEPS TO SUCCESS
226. @RosaliaCef | #GrowWithHubSpot | @HubSpot
SLAâ¨
SERVICE LEVEL
AGREEMENT
A contract between â¨
a service provider â¨
and the end user that
defines the level of
service expected from
the service provider.
227. @RosaliaCef | #GrowWithHubSpot | @HubSpot
MARKETINGâ¨
TO SALES
SALES TOâ¨
MARKETING
Number and quality â¨
of leads required to hit
company revenue goals
Speed and depth â¨
of lead follow-up that â¨
makes economic sense
228. @RosaliaCef | #GrowWithHubSpot | @HubSpot
MARKETINGâ¨
TO SALES
SALES TOâ¨
MARKETING
Number and quality â¨
of leads required to hit
company revenue goals
Speed and depth â¨
of lead follow-up that â¨
makes economic sense
229. @RosaliaCef | #GrowWithHubSpot | @HubSpot
STEPâ¨
1
STEPâ¨
2
STEPâ¨
4
STEPâ¨
3
STEPâ¨
5
BUILDING â¨
SMARKETINGâ¨
ALIGNMENT
Calculateâ¨
the Marketing
Side
Determineâ¨
Businessâ¨
Growth
Calculateâ¨
the Salesâ¨
Side
Set up
Marketing SLA
Reporting
Set up â¨
Sales SLA
Reporting
230. @RosaliaCef | #GrowWithHubSpot | @HubSpot
=
NEW â¨
REVENUE GOAL
AVERAGE â¨
SALES PRICE
Determine Business Growth
1BUILDING â¨
SMARKETINGâ¨
ALIGNMENT
# of Customers
231. @RosaliaCef | #GrowWithHubSpot | @HubSpot
NEW â¨
CUSTOMERS GOAL
LEAD TO â¨
CUSTOMER CLOSE %
Calculate the Marketing Side
2BUILDING â¨
SMARKETINGâ¨
ALIGNMENT
= LEADS GOAL
232. @RosaliaCef | #GrowWithHubSpot | @HubSpot
Calculate the Sales Side.
3
BUILDING â¨
SMARKETINGâ¨
ALIGNMENT
The number of deals which â¨
go to the vendor who responds first.
35% 50%
233. @RosaliaCef | #GrowWithHubSpot | @HubSpot
Set Up Marketing SLA Reporting
4
BUILDING â¨
SMARKETINGâ¨
ALIGNMENT
Leads
Days
Lead â¨
Generation â¨
Goal
234. @RosaliaCef | #GrowWithHubSpot | @HubSpot
Set Up Sales SLA Reporting5
BUILDING â¨
SMARKETINGâ¨
ALIGNMENT
Leads
Jul
Salesâ¨
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%
245. @RosaliaCef | #GrowWithHubSpot | @HubSpot
1
Inbound â¨
is about
being â¨
human
KEY TAKEAWAYS
2
Alignment
through
shared
language
3
Metrics â¨
ensure we
are all kept
accountable
4
Tools &
platforms â¨
enable all â¨
of this
249. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Inbound Marketing Success Panel
HubSpot Customer & Partner Showcase
Andrea Hoymann
Head of Content
Karin Cahill
Digital Marketing Manager
Caroline Halliday
Director of Consumer Marketing
250. @RyanBonnici | #GrowWithHubSpot | @HubSpot
Kipp Bodnar
Chief Marketing Officer
HubSpot | @kippbodnar
The Future of Marketing
Peter Roper
Editor
Marketing Mag | @peter_arrr
Fireside Chat with HubSpot CMO, Kipp Bodnar
252. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW TRAFFIC:
MAKE MY PERSONA
@RyanBonnici | #GrowWithHubSpot | @HubSpot
253. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW TRAFFIC:
CONTENT AUDIT
WORKSHEET
254. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW TRAFFIC:
GROW BLOG
SUBSCRIBERS
Cumulative Email Subscriber Growthâ¨
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)â¨
to the HubSpot Blog
255. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
TRY A QUICKâ¨
EXIT POPUP
255@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW LEADS:
256. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot 256@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW LEADS:
CREATE HIGH-
CONVERTING â¨
LEAD PAGES
257. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW LEADS:
REVERSE ENGINEER
YOUR FUNNEL
258. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW CUSTOMERS:
USE HUBSPOT SALES TO
TRACK SALES EMAILS
259. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot 259@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW CUSTOMERS:
BUILD A SALES &
MARKETING âSLAâ
Leads
Days
260. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot 260@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW CUSTOMERS:
AUTOMATIC PRICING
PAGE EMAILS FORâ¨
SALES REPS
261. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOU WANT TO
CONTINUE YOUR
INBOUND EDUCATION:
TAKE THE FREE
INBOUND MARKETING
CERTIFICATION
262. @RyanBonnici | #GrowWithHubSpot | @HubSpot
The Future of Sales & Marketing is Inbound
LeadsVisitors Customers
ATTRACT CONVERT CLOSE DELIGHT
SEO
Blogging
Keywords
Smart Forms
Calls-to-Action
Landing Pages
Free CRM
Lead Scoring
Email Nurturing
Surveys
Smart Content
Social Monitoring
Strangers Promoters
HubSpot is the Worldâs #1 Inbound Platform