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1 CONTENT + CONTEXT = INBOUND MARKETING We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of the day

2 #INBOUNDLEARNING

3 WEBINAR SCHEDULE 8/5 - Designing an inbound experience 8/12 - How to build inbound s 8/19 - Review of customer s

4 Mark

5 Niti

6 AGENDA 1 Why you should use marketing 2 How to do the inbound way 3 What makes s effective

7 1 WHY YOU SHOULD USE MARKETING.

8 marketing is

9 marketing is SPAMMY

10 marketing is SPAMMY OUTBOUND

11 marketing is SPAMMY OUTBOUND OLD SCHOOL

12 can be one of your most effective channels when you use inbound best practices.

13 6 REASONS IS AWESOME. 1 There are more than 3.2 billion accounts today % of online consumers use ; 91% check at least once a day. has longer lifespan than social media. 77% of consumers prefer for marketing communications. lets you be highly personal. 6 marketing has an ROI of 4300%. SOURCE: EXACTTARGET (1,2), DIRECT MARKETING ASSOCIATION (4, 6)

14 2 HOW TO DO THE INBOUND WAY.

15 You can use it for every part of the Inbound Methodology: Convert new leads Close leads into customers Delight customers

16 1 CONVERT NEW LEADS.

17 FLICKR USER BEN GREY People like to share content they like.

18 That includes . Send relevant content to the right segments to increase engagement.

19 OPTIMIZE YOUR FOR SHARING MAILTO LINKS Examples SOCIAL SHARING BUTTONS

20 When a lead forwards your to someone, you gain the power of social proof. Encouraging referrals from existing leads helps you generate new ones. FLICKR RICHARD.ASIA

21 2 CLOSE LEADS INTO CUSTOMERS.

22 FLICKR KY_OLSEN When you segment lists and tailor s to each lead, they ll be more engaged.

23 FLICKR KY_OLSEN Build a relationship with your new leads by being helpful.

24 Listen to your existing leads to trigger nurturing based on their behavior.

25 Example: Say someone views your pricing page

26 Create a segmented list

27 that triggers a workflow.

28 that triggers a workflow. Lead receives an from you asking if they have any questions about pricing.

29 that triggers a workflow. Their sales rep receives a notification that they ve viewed the pricing page.

30 3 DELIGHT CUSTOMERS INTO PROMOTERS.

31 FLICKR USER JD HANCOCK Continue to engage customers by sending helpful resources and customer-only extras Communication & education is key to delight.

32 is a cost-effective way to strengthen relationships with customers, upsell products, and help with customer retention.

33

34 + Right Content Right Audience Right Timing SUCCESS

35 INBOUND MARKETING STRATEGY

36 INBOUND MARKETING STRATEGY This is where segmentation comes in.

37 HOW TO SEGMENT YOUR DATABSE Determine who your audience is Determine your audience s lifecycle stage Choose your segmentation criteria 4 Add list suppressions to improve list quality

38 1 DETERMINE WHO YOUR AUDIENCE IS.

39 BUYER PERSONAS Who are your ideal customers? What are their interests? What are their pain-points What are their behavior patterns? What are their motivations? What are their goals?

40 Example: Marketing Mary years old Marketing manager or director Doesn t have time Struggles to align marketing channels Interested in improving ROI

41 2 DETERMINE YOUR AUDIENCE S LIFECYCLE STAGE.

42 The content you send is dependent on where your audience is in the buyer s journey.

43 The content you send is dependent on where your audience is in the buyer s journey. Awareness

44 The content you send is dependent on where your audience is in the buyer s journey. Consideration Awareness

45 The content you send is dependent on where your audience is in the buyer s journey. Decision Consideration Awareness

46 3 CHOOSE YOUR SEGMENTATION CRITERIA.

47 More criteria = more targeted lists. More criteria = smaller list sizes.

48 It s vital to find a sweet spot between targeting the right audience and having a proper list size.

49 So how do I choose criteria?

50 ROLE Department Seniority Experience FLICKR _HADOCK_

51 LIFECYCLE STAGE Subscriber Lead Opportunity Customer Promoter / Evangelist FLICKR _HADOCK_

52 FLICKR USER _HADOCK_ FIRMOGRAPHIC Company size Company type Industry Department size

53 BEHAVIORAL Conversion events opens Page views FLICKR _HADOCK_

54 FLICKR USER IRON RODAR GEOGRAPHIC SEGMENTATION IP Area Time Zone Area Code Address

55 MARKETING INTELLIGENCE # of Twitter followers # of Facebook fans SEO search terms Website Pages Technology ROBERT S. DONOVAN

56 FLIICKR USER MOHAMMED ALNASER Some leads are never going to close. But they still love you!

57 LET THEM SPREAD THE LOVE. Evangelists Influencers Students FLICKR IRON RODART ROYCE VAIR ( STAR SHOOTER )

58 4 ADD LIST SUPPRESSIONS TO IMPROVE LIST QUALITY.

59 Your list decays at 25% a year. A list with 10,000 contacts will only have 5,625 viable contacts in 3 years.

60 ing purchased lists increases your chances of being marked as SPAM & decreases deliverability rates. FLIICKR USER HEGARTY_DAVID

61 Say goodbye to unengaged leads. Suppress them from your segmented lists. FLICKR USER REMON RIJPER

62 FLICKR USER REMON RIJPER Example: leads who haven t opened an in more than 1 year.

63 Suppress other lists that receive s in the same timeframe. You don t want to send them double s. FLICKR

64 LIST SEGMENTATION RESULTS Greater Customer Retention Greater Revenue Increased Sales Leads Better Deliverability Lower Opt-Out/Unsubscribe Rates 21% 24% 24% 24% 28% % of respondents Greater Relevance 34% Increased Open Rates 39% SOURCE: LYRIS, INC.

65 3 WHAT MAKES S EFFECTIVE.

66 What makes an perform well? 1 The right content + context 2 Aligning the content / structure with the 's goal

67 1 THE RIGHT CONTENT + CONTEXT

68 s should add value, not ask for it.

69 Send persona-aligned content based on The Buyer s Journey. Videos Blog posts Slideshares Free Tools Ebooks/Guides

70 Send persona-aligned content based on The Buyer s Journey. Webinars Case Studies FAQ Sheets Product Whitepapers Third-Party Reviews

71 Send persona-aligned content based on The Buyer s Journey. Free Trials ROI Reports Product Demos Consultations Estimates/Quotes

72 2 ALIGN WITH SPECIFIC GOAL

73 IDENTIFY A SPECIFIC GOAL: Generate new leads: enable sharing Follow up on offer download: kickback Collect audience feedback: surveys Increase program awareness: informative copy Nurture leads further down The Buyer s Journey: resources Facilitate sales process: CTA such as call us Educate customers about new features: overview

74 Cool. Do you have examples?

75 Come back next week! Same time, same place.

76 NEXT STEPS 1. To be successful at marketing you need to send the right content to the right person at the right time. 2. Segment your contacts database to increase engagement and deliverability. 3. Balance segmentation with feasible list size. 4. Optimize s based on the goal of your .

77 RESOURCES Anatomy of a Five Star Science of Marketing Little Tricks to Make Your s More Clickable

78 QUESTIONS?

79 THANK YOU.

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