Steve Vaughan, HubSpot Meer traffic, meer leads, meer klanten met HubSpot all-in-one marketing software The question is simple: will you position your business so that you can not only survive the next 5-10 years of digital transformation, but capitalise on it so you become a thought-leader in your sector and grow your business in a predictable and scalable manner? Meer info: www.dfb2b.nl Powered by: www.webs.nl

1. INBOUND MARKETING:
Your Secret Weapon .
Steve Vaughan, HubSpot International

2. Hi, I’m
#DFB2B
@SvaughanInbound

3. Are you lovable?

4. Marketing has a Lovability Problem
stockbrokers lawyers
salespeople lobbyists
marketers
Less Lovable More Lovable

6. GENERIC
WHY? STOP THIS
MADNESS!

7. WHY? STOP THIS
MADNESS!

8. 91%
unsubscribe
from email
44%
of direct mail
is never
opened
86%
skip TV ads
200M
on the
Do Not Call list
BROKEN.
THE OLD
MARKETING PLAYBOOK
IS

9. how your customers
buy today

10. Have a Need
90%
Europeans

11. Research Options Research
Options
ORGANIC - 92%
CLICK HERE

12. Trust
Networks
ENGAGED WITH
SALES VIA TWITTER

14. Octopus Group/Brightfire/HubSpot – The Human CIO

15. They like to educate themselves
rather than speak with a sales person
60% of the sales cycle
is over – before a
buyer talks to your
salesperson.
Corporate Executive Board: bit.ly/zub217

16. Your consumer has changed, They
are in control.

17. HOW CAN YOU
DO MARKETING
THAT Your Buyer
WILL LOVE?
?

20. The Inbound Funnel
Persona Driven Content + Context

21. In simple terms you
create value (content) for your
customers, experiences they will
love (context).

22. 1 BUYER
PERSONAS
Understand
Your Audience
1

23. Buyer Personas
Building Buyer
Personas tell us who
we are creating content
for and why they will
buy from us.

24. MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (50-500 employees)
• Small marketing team (1-5 people)
Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges:
• Too much to do
Loves HubSpot because:
• Easy to use tools that make her life easier
• Learn inbound marketing best practices
• Easier reporting to sales and CEO

25. CORPORATE CATHY• Director of Marketing Operations
(VP Marketing , Product Marketing)
• Large company (500-2,000 employees)
• Marketing team of 15+
Goals:
• Demand/pipeline generation
• Campaign execution and coordination
Challenges:
• Working with sales
• Data & technlogy overload
Loves HubSpot because:
• Integration with all of her systems
• Homebase for marketing with takeaways
• Easy to execute on campaigns

26. Talk to your prospects,
customers, and sales teams
The biggest
problem our
prospects have
is…

27. Listen on Social
Media

28. Use Analytics and
Lead Intelligence

29. Form fields
Woah!
Wow!
Cool!
Good to
know!
Yes!
Awesome!
Great!

30. 1 BUYER
PERSONAS
Understand
Your Audience
1
Attract and
Convert with
Content
2

31. Create content that adds
value,
answers questions,
solves a pain point, or
just entertains.

32. ATTRACT QUALIFIED VISITS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters

33. Close
Repurposed
Curated
Created
Co-marketing
Resources
Required
Expected Results
YOUR CONTENT TYPES

34. Close
Repurposed
Curated
Created
Co-marketing
Resources
Required
Expected Results
YOUR CONTENT TYPES

35. Close
Curating Industry
News

36. Close
Repurposed
Curated
Created
Co-marketing
Resources
Required
Expected Results
YOUR CONTENT TYPES

37. Close
Created
(Though Leadership)

38. Close
Repurposed
Curated
Created
Thought
Leadership
Resources
Required
Expected Results
YOUR CONTENT TYPES

39. Blog & eBooks Tools Photos Videos & Podcasts Presentations
RECYCLE AND PUBLISH
IN LOTS OF FORMATS

41. Close
Repurposed
Curated
Created
Co-Marketing
Resources
Required
Expected Results
YOUR CONTENT TYPES

42. Close
Joint Campaigns

43. CONVERTS INTO QUALIFIED LEADS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters

44. Calls to Actions to
Downloadable
Content

45. CONTENT TO CONVERT
Completes Form
(Stage = Lead)

46. Close
Original Blog Posts

47. Corporate Cathy

48. ASSETS MEAN YOU OWN YOUR
MARKETING
Vs
70%
of our blog leads
are from OLD
articles

49. IMPACT OF WEBSITE CONTENT
ON INBOUND LEADS.

50. IMPACT OF TOTAL PUBLISHED BLOG
POSTS ON INBOUND LEADS.

51. 3
Create
Marketing
Assets
Create a Content
Machine
23
Context to
Personalise your
Funnel3
USE CONTEXT
TO
PERSONALISE

52. CONTEXT TO SELL
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Mary

53. CONTENT TO ATTRACT
I have a question
about
“marketing org
structure”

54. CONTENT TO CONVERT
Call to Action to
download eBook
(Stage = Visitor)
Reads our blog
post

55. CONTEXT TO PERSONALIZE
Demographic Data
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location

56. CONTEXT TO PERSONALIZE
Behavioural Data
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched

57. CONTEXT TO BUILD A 360° VIEW
Behaviroal Data
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Demographic Data
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Who they are
What they are interested in

58. CONTEXT TO PERSONALIZE
Delight
I love this
topic
Easily send follow up offer to
all people who download this
content

59. CONTEXT TO PERSONALIZE
Delight

60. CONTEXT TO PERSONALIZE
Call to Action for
Inbound Marketing
Strategy feedback
(Stage = Marketing
Qualified Lead)

61. CONTEXT TO SELL
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters

62. CONTEXT TO SELL
DelightReady to be called
(Stage = Sales
Qualified Lead)

63. CONTEXT TO SELL MORE
Register for Inbound
(Stage = Customer)

64. CONTENT + CONTEXT TO DELIGHT
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters

65. Why Now?

66. THIS STUFF REALLY
WORKS.

69. Attracting
Visitors
Average Customer ROI after using Software for 1 Year
3.5x
Average Increase in
Monthly Website Visitors
Converting
Leads
6.1x
Average Increase in Monthly
Leads
Closing
Customers
69%
Report Growth
in Revenue
Source:
MIT
Sloan
graduate
student
study
available
at
HubSpot.com/ROI

70. 70
WHAT HAPPENS NEXT?

71. 71
Europe lags North
America?

72. My competition
doesn’t do this.
Be different!

73. I don’t want to be stuck.
Well, change directions
and experiment

74. http://www.hubspot.com/marketing-statistics
In God we trust, all else bring us data!
My boss said
“Show me the
money”!

75. WE’VE
GOT OUR
TOES IN…
75

76. Marketing has a Lovability Problem
marketers
Less Lovable More Lovable

77. TIME TO
JUMP IN
ALL THE
WAY!
77

78. Steve Vaughan, HubSpot International
@SVaughanInbound svaughan@hubspot.com #DFB2B
INBOUND
MARKETING:
Your Secret
Weapon.
Thank You!