how to seduce prospects without giving your work away for free

SEDUCE PROSPECTS WITHOUT GIVING YOUR WORK AWAY FOR FREE

How to Create a Predictable Pipeline With Inbound Marketing

Jami Oetting | Editor, HubSpot’s Agency Post | @jamioetting

OUTBOUND METHODS •  Cold Prospecting •  RFPs & Proposals •  Networking & Lunches •  Pitch Presentations •  Mailings

AGENDA •  Why inbound makes sense – for

agencies •  A modern understanding of

content marketing •  How to build an inbound program

to drive new business leads

Customers complete nearly 60% of a typical purchasing decision before having a conversation with a supplier.

Source: HBR

Source: RSW/US

THE PROCESS MARKETERS USE WHEN HIRING A NEW AGENCY

54% of agency selection decisions are made based on research from press and online sources.

Source: Incite

Marketers are managing their own searches for solutions.

69% of agencies list referrals as the most valuable source of new business.

MOST VALUABLE SOURCE OF NEW BIZ

Source: RSW/US

But what influences these valuable referrals?

Source: Hinge Research Institute

SOURCES THAT INFLUENCE REFERRALS

Content fuels a predictable & sustainable pipeline of leads.

But wait … we tried that.

But wait … we tried that. 1.  Too hard

But wait … we tried that. 1.  Too hard 2.  Time-consuming

But wait … we tried that. 1.  Too hard 2.  Time-consuming 3.  Doesn’t work

1 HOW CONTENT MARKETING ACTUALLY WORKS: THE DATA

“The typical blog postwill generate between

1x and 2x as much traffic with time.”

- Thomas Tunguz

Read more about this study.

76% of monthly blog views came from old posts.

92% of monthly blog-sourced leads came from old posts.

(2 years ago, it was 70%.)

Read more about historical optimization.

CONTENT = ANNUITY

2 HOW TO CREATE AN INBOUND MARKETING PLAN TO DRIVE NEW BUSINESS

SET  GOALS  SET GOALS 1

RECOMMENDED GOALS

1  Leads

2  Traffic

3  Subscribers

Learn how to create a lead waterfall chart.

SECONDARY GOALS

1  Social Shares

2  Inbound Links

3  Comments

4  Thought Leadership

FIND YOUR NICHE 2

DEFINE YOUR TOPICS / CATEGORIES

1  What common questions do prospects ask us?

2  What common challenges do clients face?

3  What services do we provide?

4  What do people search for?

DMA’S TOPICS/CATEGORIES

•  Social

•  Events

•  Branding

•  Sales

•  Careers

•  Recipes

•  Blogging

•  Packaging

•  Public Relations

•  Culture

SET  GOALS  RELY ON FORMULAS 3

Common Post Types/Formats

•  How-to

•  List

•  IG/SlideShare/Video

•  Thought Leadership

•  Editorial

•  Newsjack

•  Data

•  Roundup

•  Promo

•  FAQ

•  Interview

TOPIC

FORMAT  

BLOGGING  

HOW-­‐TO          LIST          SLIDESHARE          DATA          ROUNDUP  

TOPIC

FORMAT  

BLOGGING  

HOW-­‐TO          LIST          SLIDESHARE          DATA          ROUNDUP  

TOPIC

FORMAT  

BLOGGING  

HOW-­‐TO          LIST          SLIDESHARE          DATA          ROUNDUP  

TOPIC

FORMAT  

BLOGGING  

HOW-­‐TO          LIST          SLIDESHARE          DATA          ROUNDUP  

TOPIC

FORMAT  

BLOGGING  

HOW-­‐TO          LIST          SLIDESHARE          DATA          ROUNDUP  

TOPIC

FORMAT  

BLOGGING  

HOW-­‐TO          LIST          SLIDESHARE          DATA          ROUNDUP  

SET  GOALS  FOCUS ON QUALITY 4

54M NEW BLOG POSTS ARE PUBLISHED EACH MONTH

FOCUS ON QUALITY

•  Create posts that are THE go-to resource on a topic

•  Include data and supporting facts

•  Focus on the how-to

•  Provide examples

•  Include interviews with experts

Read the study.

SET  GOALS  FUEL GROWTH THROUGH SUBSCRIBERS 5

77% of views on Sidekick blog come from email.

70% of initial traffic to a new post on HubSpot’s Marketing Blog are from email subscribers.

Learn why you should focus on subscribers.

NO REALLY … FOCUS ON SUBSCRIBERS

Read about how we gave Google the middle finger.

USE NATIVE SUBSCRIBE CTAS

USE NATIVE SUBSCRIBE CTAS

SUBSCRIBE-GATE CONTENT

TRY A SUBSCRIBER POP-UP*

TEST SLIDE-IN CTAS

SET  GOALS  CAPTURE TRAFFIC WITH TARGETED OFFERS 6

CREATE TARGETED OFFERS

BASE OFFERS ON CATEGORIES

New Business Client Services Structure Services Marketing

SPECIFIC TOPIC + GENERAL AUDIENCE

GENERAL TOPIC + SPECIFIC AUDIENCE

EXAMPLE LEAD GEN CAMPAIGN

CREATING A LEAD CAMPAIGN

Set Goals

•  Visits

•  Leads

•  SQLs

•  Opportunities

•  Customers

SET  GOALS  COMMIT TO CONTENT 7

SET  GOALS  COMMIT TO CONTENT

SET  GOALS  COMMIT TO CONTENT

Read about blogging frequency benchmarks.

Growth in Traffic

Source: Impact

Growth in Leads

Source: Impact

HOW WOULD YOUR NEW BUSINESS PROGRAM

BE DIFFERENT?

HOW WOULD YOUR CONVERSATIONS WITH PROSPECTS CHANGE?

INBOUND +

OUTBOUND =

Thank You! Questions?

Follow @jamioetting