Inbound Marketing for Startups - HubSpot for Startups

A Crash Course in
Inbound Marketing
How your startup can use marketing to
get more customers

Christian Mongillo
Business Development
@HubSpot for Startups
HubSpot is a software company that helps
businesses grow and scale their marketing and
sales.

@KatWarboys | #GrowWithHubSpot | @HubSpot@cmongi02 | #HubSpotforStartups | @HubSpotStartups

People‘s behaviours
have changed.
They‘re tuning out
traditional
marketing tactics.

In order to attract
customers,
marketers have
to provide them
with something
they love.

Definition
Inbound Marketing
Is a holistic, data-driven approach to
marketing that attracts individuals to
your brand and converts them into
lasting customers.

Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
Traditional
SEO
Blogging
1:1 Messaging
Attraction
Customer - Centric
Inbound
VS
What Makes Inbound Different?

Attract
Blog
Keywords
Social Media
Convert
Forms
Calls-to-action
Landing Pages
Close
Email
Automation
Sales Enablement
Delight
Events
Social Media
Dynamic Website
How does inbound marketing work?
Visitors Leads Customers PromotersStrangers

Can you
out-help
your
competitors?
(helping is hard!)

The company that best
solves for the customer wins.

@cmongi02 | #HubspotforStartups | @HubSpotStartups
Attract Visitors
Convert Leads
Close Customers
THE INBOUND
MARKETING FUNNEL
Convert Leads

@KatWarboys | #GrowWithHubSpot | @HubSpot
Attract Visitors
Convert Leads
Close Customers
HOW TO CONVERT WEB
VISITORS INTO LEADS

CREATION
Content
1

are you creating
content for?
WHO

Create a buyer
persona based on
your ideal
customer.

Growth Gary
Demographics:
• Boutique agency (5-20 employees)
• Account Manager
• Undergrad Degree
• Aged 30, career-orientated
Goals:
• Grow revenue for agency
• Increase KPIs for clients
• Be recognised as a top agency
Challenges:
• Unpredictable amount of work
• Client retention
• Can’t find metrics to validate success

YOUR
BUYER
PERSONA
INFORMS
YOUR
STRATEGY:
Place Time
Content

How do you decide
WHAT CONTENT
TO CREATE?

WHAT’S YOUR
PERSONA
SEARCHING
FOR?
Ask yourself:

GOOGLE ALERTS1.

GOOGLE TRENDS2.

GET IDEAS FROM
REAL, LIVE
HUMANS.
3.
Industry
podcasts
FAQs from
customers
(and those who didn’t
turn into customers)
Talk to
sales reps
Rants from
executives
Internal
documents

COMPELLING?
What makes your content
Relevance Timeliness UniquenessValue

• Free White-papers
• Free Guides & Tips
• Free eBooks
• Free Checklists
• Free Videos
• Free Kits
AWARENESS
STAGE
• Free Webinars
• Case Studies
• Product Spec
• Free Events
CONSIDERATION
STAGE
• Free Trials
• Demos
• Free Consultations
• Estimates or Quotes
• Free Samples & Discounts
DECISION
STAGE
AUDIENCE?
What format best serves your

OPTIMIZATION
Content
2

LET’S SAY YOU’RE CREATING BLOG CONTENT
companies who
prioritise blogging are
13x more likely to
achieve a positive
ROI.
13x

HOOK YOUR
READER
WITH
CURIOUSITY

COSCHEDULE HEADLINE ANALYSER

MAKE
CONTENT
EASY TO
READ

Source: Nielson Norman Group
79% of readers skim,
while only 16% read
every word on a page.

MAKE CONTENT
EASY TO SHARE

WORD COUNT VS
AVERAGE SOCIAL SHARES

MAKE YOUR CONTENT
MORE SHAREABLE

MAKE YOUR CONTENT
MORE SHAREABLE
There is a
19% increase in
retweets when you
include a quote.

MAKE YOUR CONTENT
MORE SHAREABLE
There is a
17% increase in
retweets when you
include a stat.

DISTRIBUTION
Content
3

SOCIAL MEDIA

2015 B2B Content Marketing Trends - North America: Content Marketing Institute / MarketingProfs
B2B CONTENT MARKETING
SOCIAL MEDIA PLATFORM USAGE

VISUALS
MATTER.
TRY CANVA
FOR EASY
(FREE)
GRAPHIC
CREATION.

SHARE A
VARIETY OF CONTENT

REACH THE RIGHT AUDIENCE
WITH TARGETED UPDATES

INCREASE REACH
WITH BOOSTED POSTS

Tweet your links
at a slower pace.
Source: The Science of Social Media by Dan Zarrella

GET
CREATIVE
and find other
channels that work
for you.

INSTAGRAM

QUORA

PRODUCTHUNT

“
Herbert Krugman
PEOPLE NEED TO HEAR AND SEE
SOMETHING 5 TIMES FOR IT TO AFFECT A
BEHAVIOUR CHANGE.

ANALYSIS
Content
4

1. Traffic
2.
3. Engagement
Sources of traffic

What sources
are driving
your traffic?

WHAT’S THE
ENGAGEMENT
ON YOUR
CAMPAIGNS?
Email:
Facebook:
Twitter:
Landing page:
Open rate, click through rate,
unsubscribe rate, deliverability
Views, shares, likes, comments
Impressions, retweets, favorites
Traffic, submissions rate

@cmongi02 | #HubspotforStartups | @HubSpotStartups
Attract VisitorsAttract Visitors
Convert Leads
Close Customers
HOW TO CONVERT WEB
VISITORS INTO LEADS
Convert Leads

No BusinessNo ConversionTraffic

Leads
MQLs
Subscribers
HOW
DO YOU
CONVERT
TRAFFIC?

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

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

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

Leads
MQLs
Subscribers
GENERATING

@cmongi02 | #HubSpotforStartups | @HubSpotStartups
PLACE A “SUBSCRIBE” FORM
ON YOUR BLOG

CREATE A BLOG SUBSCRIBER
LANDING PAGE

Leads
MQLs
Subscribers
CAPTURING

HAVE A RELEVANT
ON BLOG POSTS.
CALL-TO-ACTION (CTA)

HAVE THAT ‘CTA’ LEAD TO A
DEDICATED LANDING PAGE

OPTIMIZE YOUR
LANDING PAGES

VS
A/B TEST YOUR
LANDING PAGES

VS
A/B TEST YOUR
LANDING PAGES
WINNER
Conversion
increased
110%
in this test

ERROR RATE DECREASED FROM 60% TO 22%
FOCUS ON
QUALITY CONVERSIONS

Leads
MQLs
Subscribers
TURN LEADS INTO

EMAIL 1 EMAIL 2 EMAIL 3
NURTURE LEADS WITH
MARKETING AUTOMATION

OR
WINNING THE
EMAIL BATTLE GROUND

Compelling Subject Line
CHECKLIST

Sender Name
CHECKLIST

Sender Name
Personalised Copy
CHECKLIST

Sender Name
Personalised Copy
Call-To-Action
CHECKLIST

Sender Name
Personalised Copy
Call-To-Action
Image
CHECKLIST

Sender Name
Personalised Copy
Call-To-Action
Image
Unsubscribe Link
CHECKLIST

Potential 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

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

162
customers
requires
20,000
visits
Visitors: 20,000
Customers: 162
2,400 - Leads
1,080 - MQLs
6,000 - Subscribers
40%
Subscriber-
to-Lead
45% Lead-to-MQL
30%
Conversion
Rate
15%MQL-to-Customer
REVERSE-ENGINEER YOUR FUNNEL

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
KEYTAKEAWAYS

HOW TO TURN
LEADS INTO CUSTOMERS
Convert Leads
Close Customers
Attract Visitors

All Sales Reps
are A**holes.

Sales is
motivated
by more
than money.

Marketers
sit around all
day doing arts
and crafts.

Marketers are
all about data.

MIS COMMUNICATION

SALES REP
SCOTT
We don’t have
enough leads…
…and even
the ones we have
aren’t good.

MARKETING
MICHELLE
We give sales
plenty of leads.
They don’t put in
enough effort to
close deals.

Companies with strong sales and
marketing alignment achieve
annual
growth
rate

Compared to a
for companies with poor alignment
decline
in annual
revenue

COLLABORATE?
So, how do we

SALES MARKETING+ =

2.1. 3.
COMMON
LANGUAGE
SETTING UP
THE PROCESS
UTILISING
TOOLS
SMARKETING
STEPS TO SUCCESS

@KatWarboys | #GrowWithHubSpot | @HubSpot@KatWarboys | #GrowWithHubSpot | @HubSpot
SERVICE LEVEL
AGREEMENT
A contract between
a service provider
and the end user that
defines the level of
service expected
from the service
provider.

@KatWarboys | #GrowWithHubSpot | @HubSpot@KatWarboys | #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

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

=
NEW
REVENUE GOAL
AVERAGE
SALES PRICE
Determine Business Growth
1
BUILDING
SMARKETING
ALIGNMENT
# of Customers

NEW
CUSTOMERS GOAL
LEAD TO
CUSTOMER CLOSE %
Calculate the Marketing Side
2
BUILDING
SMARKETING
ALIGNMENT
= LEADS GOAL

Calculate the Sales Side.
3
BUILDING
SMARKETING
ALIGNMENT
The number of deals which
go to the vendor who responds first.
35% 50%

How will you incentivize sales behavior?

SMARKETING

1
Inbound
is about
being
human
KEYTAKEAWAYS
2
Alignment
through
shared
language
3
Metrics
ensure we
are all kept
accountable
4
Tools &
platforms
enable all
of this

THANK YOU

Inbound Marketing for Startups - HubSpot for Startups

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