6 Steps to Creating Killer Marketing How to Write More Lovable . Lauren Pedigo

Transcription

1 6 Steps to Creating Killer Marketing How to Write More Lovable Lauren Pedigo

2 Lauren Indianapolis Native 2014 Boston Marathoner Been skydiving and spelunking Delivers lovable marketing to 1M+ inboxes each week Could eat guacamole every day

3 AGENDA 1 What People Think About 2 Insiders Look at HubSpot Marketing 3 6 Steps to Optimizing Your Marketing 4 Hacks

4 1 What People Think About

5

6 Is still effective?

7 Why Works 1 95% of online consumers use Source: Exact Target, Direct Marketing Association

8 Why Works 1 95% of online consumers use 2 77% of consumers prefer for marketing communications Source: Exact Target, Direct Marketing Association

9 Why Works 1 95% of online consumers use 2 77% of consumers prefer for marketing communications 3 marketing has an ROI up to 4300% Source: Exact Target, Direct Marketing Association

10 2 Insiders Look at HubSpot Marketing

11 HubSpot s Marketing Funnel Leads Enter the Funnel Nurturing Become a Customer Don t Become a Customer Customer Marketing One-Off Marketing Become a Customer One-Off Marketing

12 Segmentation Industry Roles Department Topic of Recent Conversion Previously Downloaded X

13 As a lead generation and nurturing team we: Segment our audience on every send Never opportunities or customers Suppress unengaged leads from our sends Test positioning of content offers on less valuable audiences Measure CTRs and not open rates Use an alias address to manage replies

14 3 The Six Steps to Optimizing Your Marketing

15 1 Identify Goals

16 Use Numbers Clickthrough rate Leads generated per send Leads who convert in the who are salesready

17 How to Decide What Goals are Right for You

18 Do I have a lead volume problem? Customers to generate per month Lead-tocustomer conversion rate = Leads needed per month

19 Do I have a lead quality problem? Customers to generate per month Leads generated per month = Lead-tocustomer conversion rate

20 2 Segment Your Database

21 Leads are not all the same.

22 Unsegmented List Send the same content to your entire list Disregard for personal or behavioral data

23 Segmented List Smaller subgroups of your entire database List is based on personal or behavioral data

24 3 Deliver the Right Content, at the Right Time

25 Developing Buyer Personas Company Info Marketing Mary Demographics Behaviors Motivations Challenges HUMAN characteristics

26 Lifecycle Stage Awareness Consideration Decision

27

28 Lead Generation vs. Lead Nurturing Content Shareable CTA: forward to a colleague Only slightly focused on your product Educational CTA is to learn more about your product More product focused

29 Smart Content Insert a contact property customization into your based on readers contact record. Saves time cloning s for different audiences.

30 4 Use the 6 Components of a Successful

31 Checklist Compelling Subject Line

32 Checklist Compelling Subject Line Sender Name

33 Checklist Compelling Subject Line Sender Name Personalized Copy

34 Checklist Compelling Subject Line Sender Name Personalized Copy Call-To-Action

35 Checklist Compelling Subject Line Sender Name Personalized Copy Call-To-Action Image

36 Checklist Compelling Subject Line Sender Name Personalized Copy Call-To-Action Image Unsubscribe Link

37 5 Conduct A/B Tests

38 Remember: Only test one variable at a time Run 2 variations per send, so you have a control group Set a clear goal and how you will determine the winner A/B test on the segment of your database who is never going to buy your product

39 Offer

40 Format

41 Send Time

42 CTAs

43 Using HubSpot for A/B Tests

44 6 Measure Your Results

45 You should be tying all your efforts back to higher-level goals.

46 Summary 1 Identify Goals 2 Segment Your Database 3 Deliver the Right Content at the Right Time 4 Use the 6 Components of a Successful 5 Conduct A/B Tests 6 Measure Your Results

47 4 Hacks

48 Bulletproof Buttons vs.

49 Managing an Alias Inbox

50 Managing an Alias Inbox

51 Suppress Unengaged Leads + Reengagement Campaigns

52 Suppress Unengaged Leads + Reengagement Campaigns

53 Suppress Unengaged Leads + Reengagement Campaigns

54 Building a Template to Clone for Each Send

55 Random # Stamping for Advanced A/B Testing

56 Random # Stamping for Advanced A/B Testing

57 Naming Conventions to Use in HubSpot MK-Buyer Persona-Date Offer Name MK-Mary Blog Post Templates MK-Ollie Blogging Blog Post Templates

58 Internal Notifications

59 Internal Notifications

60 Hacks Bulletproof buttons Managing an Alias Inbox Building a template in HubSpot and cloning the Suppress unengaged leads from our sends Stamping contacts with a Random Number for advanced A/B testing Naming Conventions Internal Notifications

61 Resources that are killin it reallygood s.com Litmus Blog Companies I Subscribe to *just* for inspiration Poppin, Quirky

62 Just remember: Deliver the right content to the right person, at the right time.

63 Thank you.

64 QUESTIONS?

65

66 Resources

67 Sign up for the next event on May 13 th 2015 here. Give feedback on the PHL HUG here. Visit the Philadelphia HubSpot User Group website here. ANNOUNCEMENT: Looking for co-leaders of the PHL HUG. Contact Xand here if interested.