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Transcript of Nick's presentation
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Fit Marketing Sandy UT
Feb 27th, 2014
How to get started with
Marketing:
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Nick Salvatoriello nicksalinbound.com
Customer Training Team @HubSpot > academy.hubspot.com
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@NickSalinbound #IMSLC
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1 Understand what is inbound
2 Understand how it works
3 Get started (FREE STUFF!)
THE OBJECTIVES
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WHAT IS INBOUND? 1
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MARKETING HAS A lovability PROBLEM.
Stockbrokers! Lawyers!Car Salesman! Lobbyists!Marketers!
Less Lovable! More Lovable!
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The way we live has changed.
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The old marketing
86% skip TV ads
91% unsubscribe from email
200M on the
Do Not Call list
44% of direct mail is never opened
BROKEN. playbook is
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9
84% of 25-34 year-olds have left "a favorite website because of "intrusive or irrelevant advertising.
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The customer is in control.
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NO ONE WAKES UP AND SAYS:
“I want to see an ad.”
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SO WHY DO MARKETERS WAKE UP AND SAY:
“Let’s make an ad”?
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“Audiences everywhere are tough. They don’t have time to be bored or brow beaten
by orthodox, old-fashioned advertising.
We need to stop interrupting what people are interested in and instead
be what people are interested in.”
13
CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
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In order to attract customers, marketers have to provide them with
something they will love.
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Marketing people
Inbound love.
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Cold Calling Cold Emails (SPAM)
Interruptive Ads Marketer - Centric
SEO Blogging Attraction Customer - Centric
INBOUND TRADITIONAL
vs.
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Let’s Dance Let’s Dance
MARKETING PEOPLE LOVE
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Let’s Dance Let’s Dance
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MARKETING PEOPLE LOVE: CUSTOMER = HERO
BUSINESS = MENTOR
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“Yeah but…why is NICK here?” 1.5
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Nick Sal @NickSalinbound NickSalInbound.com
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3 48 317
1,150
3,855
5,961
8,440 8,800+
2006 2007 2008 2009 2010 2011 2012 2013
A brief history on HubSpot
Number of HubSpot Customers
$32million in funding
Acquires
Named #2 Fastest Growing Software Company
HubSpot founded
$35million in funding
Hires Nick Sal
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Let’s Dance Let’s Dance
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Let’s Dance Let’s Dance
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Let’s Dance Let’s Dance
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HOW DOES IT WORK? 2
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Inbound Marketing = Content + Context
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Transform your marketing into something people LOVE
Your
Get Found Online: Create valuable website pages, blog ar:cles and social media messages op:mized to drive qualified leads to your site.
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Understand Your Buyers: Personalize your marketing through a deep understanding of their needs to pull leads through your sales funnel faster.
Transform your marketing into something people LOVE
Get Found Online
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WHAT’S THE GOLDEN RULE?
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In other words, we need a plan.
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Building the content + context gameplan:
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Understand your buyer persona’s JOURNEY
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THE BUYER’S JOURNEY
Prospect is looking to make a final decision.
Prospect is compiling a list of options
Prospect is researching their needs
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PersonaLifecycle
Stage Lead Marketing Qualified
Lead Sales Qualified
Lead
Persona Example
B2B
“How to hit more project deadlines?”
“I need Project management
software, which ones are best fit?”
“Try Basecamp” “Try Trello”
Persona Example
B2C
“I have a sore throat, fever,
what’s wrong?”
“Aha! I have strep throat, what are my options for a cure?”
“Visit Primary Care”
“Visit ER” “Contact Clinic”
Buyer’s Journey Examples:
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Analyst reports Research reports eBooks Editorial content Expert content Whitepapers Educational Content
Comparison Whitepapers Expert guides Live interactions Webcast Podcast Video
Vendor comparison Product comparison Case studies Trial download Product Literature Live demo
Putting Content in Context w/Buyers Journey:
Awareness Stage
Decision Stage
Consideration Stage
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Make your ebooks and webinars the best offers for potential customers in your industry.
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ALL LEAD DATA GATHERED IN CENTRALIZED CONTACT PROFILE
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LANDING PAGES + FORM DATA
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“What’s the next step?”
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Consideration Stage CTA
Decision Stage CTA
Awareness Stage CTA
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Visitor is at Awareness
Stage
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Visitor is at Consideration
Stage
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Visitor is at Decision
Stage
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Dynamic / “Smart” Content example - HubSpot
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“What if they don’t come back to the site after and forget about their journey with us?” ….L
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Use timely, personalized email flows
Day 1
Day 5
Day 15
Day 33
Day 60
GOAL
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#imuk12
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#imuk12
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EMAIL HISTORY
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Empower Your Sales Team…
360° View of Your Leads What companies are visi:ng our site?
What pages have they viewed?
What have they converted on?
How engaged are they?
When are they on our site?
What emails have they opened?
Who are they on social media?
What is their lead score?
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To treat your precious contacts as humans.
To help mentor your future stars….
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FINAL THOUGHT
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Do you guarantee it will work for US?
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“What’s the next step?” …FREE STUFF! 4
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1 Complete Copy of Today’s Presentation
2 Buyer’s Journey Matrix
3 Free Inbound Marketing Training + Certification
4 Free HubSpot COS Designer Training + Certification
5 Free Beer With ME @ HubSpot!
FREE RESOURCES
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Where do I download?
Nicksalinbound.com/InboundSLC
Visit this link:
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THANK YOU.
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QUESTIONS?
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Nick Salvatoriello @nicksalinbound
Customer Training Team @HubSpot > nicksalinbound.com > academy.hubspot.com