what is inbound marketing?

Welcome to Inbound Marketing

Suzanne Carawan, CMO

Integrated eMessaging Solutions

Build It and They Will Come

Integrated eMessaging Solutions

Reality of Membership Market

Integrated eMessaging Solutions

Individual Power/ WIIFM

www.highroadsolution.com

Integrated eMessaging Solutions

Integrated eMessaging Solutions

Integrated eMessaging Solutions

Integrated eMessaging Solutions

Integrated eMessaging Solutions

Hottest Trends in Marketing

1)Content Marketing2)Live & Virtual Event Marketing3)Promoted Social/ Social Marketing4)Marketing Automation

Integrated eMessaging Solutions

The New Methodology in Marketing

• Inbound Marketing:–Marketing activities that bring visitors IN– Earns the attention of customers–Makes company easy to be found– Draws people in using interesting

content

Integrated eMessaging Solutions

The Thinking Game

Integrated eMessaging Solutions

The Running Nowhere Game

Inbound Marketing

Why Inbound for Not-for-Profits

Integrated eMessaging Solutions

Typical Inbound Elements

• Banner Ads• Social Media• Keywords• Email• Blog• Landing Pages to Capture Data & Offer

Value-Add &/or Interactive Experience• Website Analytics

Integrated eMessaging Solutions

**Hint! Use LinkedIn ads to drive traffic to website!!!

Integrated eMessaging Solutions

Why Are U Suited for Inbound?• Content• Content• Content• Content• Content• Content• Too Many Emails full of CONTENT!!

Integrated eMessaging Solutions

What Are the Obstacles?

Integrated eMessaging Solutions

What’s Really New? Growth!

Integrated eMessaging Solutions

What Are the Obstacles?

Integrated eMessaging Solutions

Integrated eMessaging Solutions

Growth: How Do We Design For Now?

EngagedCheckbook members

High negative or no squeak

Integrated eMessaging Solutions

Where Does the Time & Energy Go?

Integrated eMessaging Solutions

Why Aren’t We Increasing Revenue?

Integrated eMessaging Solutions

Grow or Go Mentality

Inbound Mindset ElementsSegmentation, Persona, Lifecycle & Lead

Scoring

Integrated eMessaging Solutions

Modern Method: Be There

Your brand

Your brand

Your brand

Your brand

Integrated eMessaging Solutions

Reality of mass market

Integrated eMessaging Solutions

Power of Influencers

Integrated eMessaging Solutions

How Do We Understand the Market?

• How Do We Group People? What are the Factors that Group People Together?

• Who Are the Influencers? • Who Are the Haters?• Cultural/Environmental Factors? • How Do they Get Information?• Demographics/Psychographics?• Tastes & Preferences?

Integrated eMessaging Solutions

Segments

• Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and priorities, and then designing and implementing strategies to target them.

Integrated eMessaging Solutions

Personas

• Characterization of a target population to allow you to better craft product/service offering, value proposition & promotion

Integrated eMessaging Solutions

Why Use Personas?

Helps get you into the mindset so you can ideate & understand what’s of interest

Integrated eMessaging Solutions

What’s the Diff?

• Segmentation– Discrete data– Slices based on

criteria such as demographics, psychographics, etc

– Rear facing– “What did they do?”

• Personas– Fictitious– Aggregates criteria– Behaviorally

focused– Forward facing– “What will they

do?”

Integrated eMessaging Solutions

Lifecycle Stage

• Where the user is in the buying lifecycle:– Lead–Marketing Qualified (MQL)– Sales Qualified (SQL)– Opportunity– Customer– Evangelist

Integrated eMessaging Solutions

Lead Scoring

• Assign a numeric value to actions that a user may take. Reward harder engagement with more points

• Example: Filled out an interest form about membership, score them as a 50 out of 100 total possible points

Integrated eMessaging Solutions

Lifecycle Stage & Lead Scoring• Understand who’s who & where they

are:– Lead: Scores of 1-49–Marketing Qualified (MQL): Scores of 50– Sales Qualified (SQL): Scores of 51-75– Opportunity: Scores of 75-90– Customer: Scores of 91-100– Evangelist: Scores of 101+

Integrated eMessaging Solutions

Self-Check: Your Org & U

Putting Inbound in Action

Key Technique: Knowing the Right Mix

Integrated eMessaging Solutions

Where U Are in the Process

• Know the Market• Know our Data• New Way to Use the Same Channels• New Tool to Make it Easy • Create Campaign & Measure

Integrated eMessaging Solutions

Integrated eMessaging Solutions

Sidenote: LinkedIn

Integrated eMessaging Solutions

Emails Sent

Integrated eMessaging Solutions

Integrated eMessaging Solutions

Results

• Increases!– Conversion– New registrants– New people you didn’t know– New subscribers– New energy