How to Create an Inbound Marketing Funnel. Kieran Flanagan, Marketing

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1 How to Create an Inbound Marketing Funnel. Kieran Flanagan, Marketing

2 Let s go back to 1965.

3

4 Introspective opening Next fall will your cross country team be wearing the best shoe possible?

5 Introspective opening Next fall will your cross country team be wearing the best shoe possible? Social Positioning Bill Bowerman at Oregon said, If I tried to take the (marathon) shoe away from Kenny Moore or Wade Bell, I d have a fight on my hands.

6 Introspective opening Next fall will your cross country team be wearing the best shoe possible? Social Positioning Bill Bowerman at Oregon said, If I tried to take the (marathon) shoe away from Kenny Moore or Wade Bell, I d have a fight on my hands. Testimonials As a runner said, The only people who will be left wearing other shoes will be either uninformed or idiots.

7

8

9 Fast forward to 2015.

10 Marketers are the ones tasked with driving growth.

11 60% of the sales cycle is over before a buyer talks to your salesperson. From: Corporate Executive Board

12 growth. Over achieve on revenue targets

13 Sales team hits 100%+ growth. Over achieve on revenue targets

14 Hit MQL & SQL target Sales team hits 100%+ growth. Over achieve on revenue targets

15 growth. Hit monthly leads goal Hit MQL & SQL target Sales team hits 100%+ Over achieve on revenue targets

16 growth. Hit monthly traffic goal Hit monthly leads goal Hit MQL & SQL target Sales team hits 100%+ Over achieve on revenue targets

17 growth. Hit monthly traffic goal Hit monthly leads goal Hit MQL & SQL target Sales team hits 100%+ Over achieve on revenue targets

18 Hit monthly traffic goal Hit monthly leads goal Hit MQL & SQL target growth. Over achieve on revenue targets Sales team hits 100%+...Rinse, repeat & hire more sales reps!

19

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

21 INBOUND MARKETING = CONTENT + CONTEXT.

22 Our Inbound Marketing Methodology

23 Content INBOUND MARKETING = CONTENT +

24 BUILD MARKETING ASSETS. Blog & ebooks Tools Photos Videos & Podcasts Presentations

25 Blogging can help us reach over 1.5 million people each month

26 Content assets, which are valuable to our audience, have helped us generate over 50k leads a month

27 THINK LIKE A MEDIA COMPANY.

28 Build a real audience for your business Most businesses will give up here

29 Build a real audience for your business And miss out on all this

30 IMPACT OF WEBSITE CONTENT ON INBOUND LEADS.

31 IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS.

32 INBOUND MARKETING = CONTENT + CONTEXT.

33 INBOUND MARKETING = CONTENT + CONTEXT.

34 As marketers we always want more traffic, leads, customers. But, in marketing we talk a lot about the crowd.

35 Your customers don t want to feel like they are part of the crowd.

36 They have different challenges and goals.

37 CONTEXT IS PERSONAL.

38 NOT ONE SIZE FITS ALL.

39 CONTEXT IS PERSONAL, NOT ONE SIZE FITS ALL.

40 Context marketing means personalising the experience across every interaction.

41 The Broad Context Marketing Strategy Buyer Persona Personalised Content Personalised Lead Nurturing Personalised Website Content Personalised Landing Pages Personalised Social Media Engagement Mobile Optimised

42 The Broad Context Marketing Strategy We build a 360 view of every contact Demographic Data Name & Phone Role & Department Company & Industry Employees / Team Challenges / Goals Geographic location Who they are What they are interested in Behavioural Data Blog articles read Forms filled Content downloaded Website visits s opened Social media actions Videos watched

43 The Broad Context Marketing Strategy this allows us to create a marketing experience tailored for our different personas. Persona Driven

44 The Broad Context Marketing Strategy Personalised Content We can go beyond personalising around a First Name.

45 Personalised Lead Nurturing The Broad Context Marketing Strategy

46 The Broad Context Marketing Strategy Personalised Website Content And ensure each touch point is personalised for that individual.

47 The Broad Context Marketing Strategy Personalised Website Content Personal offers the right content at the right time,

48 Personalised Landing Pages The Broad Context Marketing Strategy

49 The Broad Context Marketing Strategy Personalised Social Media Engagement and takes into consideration where and when they consume content.

50 The Broad Context Marketing Strategy Mobile Optimised It provides an experience that works across devices.

51

52 The right content, to the right person, at the right time.

53 Stop speaking to our audience like they are part of the crowd.

54 Start speaking to them, as an audience of one.

55 INBOUND MARKETING = CONTENT + CONTEXT.

56 THANK

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