inbound marketing: targeting the buyer's journey || mimi an of hubspot
TRANSCRIPT
Inbound Marketing: Targeting The Buyer’s Journey#BOCAhug
Principal Marketing Manager of HubSpot ResearchPreviously at: Forrester Research, Intel Security
@HubSpotResearch
Mimi An
• The Buyer’s Journey • How HubSpot Does
Marketing• “Content interest”
• Hiring for Inbound
Agenda
1 The Buyer’s Journey
Consumer behavior has changed a lot in the last 10 years
Mobile time growing while laptop/desktop time stagnates
Source: KPCB Internet Trends 2015
2008 2009 2010 2011 2012 2013 2014 2015YTD0
1
2
3
4
5
6Mobile Desktop/laptop
Hou
rs o
n de
vice
per
day
But actually…there’s more to it
Source: Forrester Research
Content is what propels buyers through the buyer’s journey
Buyers want different types of content depending on the stage they’re in
Buyers Speak Out: How Sales Needs To Evolve
The Buyers Journey Quick Reference Guide
2 How HubSpot Does Marketing
We do the same things as you
Blogs Photos &Infographics
Videos &Podcasts
Presentations& eBooks
Renting Your Marketing
Owning & BuildingYour Marketing
“Content interest”
This post was written by HubSpot CEO Brian Halligan in July 2010. In 2015, it:
● Still ranks #1 in Google searches
● Received 17,854 views● Generated 117 leads
5 Years later, still moving the needle.
“Content interest”
This post was written by HubSpot CEO Brian Halligan in July 2010. In 2015, it:
● Still ranks #1 in Google searches
● Received 17,854 views● Generated 117 leads
5 Years later, still moving the needle.
Content interest is huge to our business
The Blogging Tactic No One Is Talking About: Optimizing the Past
30 HubSpot posts generate 46% of blog leads
The Blogging Tactic No One Is Talking About: Optimizing the Past
The hardest workers are compounding blog posts
Compounding Blog Posts: What They Are and Why They Matter
Compounding posts appear everywhere
1 out of 10 posts compound
Why this matters: more traffic, more leads
Title Goes Here
Marketing Benchmarks from 7,000 Businesses
Marketing Benchmarks from 7,000 Businesses
Once the content is created, it can become amplified
Where we amplify our content
• Our contacts
• Co-branding partners
• Social media
• SEO
• Sometimes super targeted social ads
B2B VS B2C Content Lessons From 175,000 Blog Posts
B2B VS B2C Content Lessons From 175,000 Blog Posts
New channels we’re exploring to amplify content and brand
• Medium
Slack – community (Inbounding) and bot (SpotBot)
Messenger apps (Whatsapp and Facebook Messenger)• WhatsApp Message Distribution – WhatsBroadcast
• Desktop Notifications – Roost
• Social 3.0: Snapchat and Facebook Live
3 Hiring for Inbound
? 26,905
CHARACTERISTICS OF INBOUND MARKETERS Smart GSD • Digital
• Analytical• Reach• Content
DIGITALLook for people who live and speak “digital”.
Someone who understands the digital landscape (digital literate). They know the channels and the best ways to engage.
ANALYTICALEveryone should be more analytical than the average person in their role elsewhere.
Even a writer should want to measure their content using metrics and be interested in judging their success that way.
REACHGood inbound marketers leave evidence that they have a gravitational attraction.
They have done something that “attracted” people to them or their work before.
CONTENTFind people who create content naturally.
You do not want content creation to be a struggle.
The HubSpot Marketing FunnelAudience
(Followers, Subscribers)Leads
MQLS
Customers
TOFU (attract)
MOFU(convert)
BOFU(close)
Skills By Funnel StageCloseConv
ertAttra
ctKey Skills:• Blogging• Social Media• SEO• Writing, Design, Creative
D A R C
Key Skills:• Optimization: LPs, CTAs, Workflows• Analytics• Lead Scoring
D A R C
Key Skills:• Product expert• Teacher / trainer• User testing• Messaging• Persuasion
D A R C
Sourcing Marketing HiresAlways be hiring.1 Referrals 2 Conferences & networking events3 Online networking4 LinkedIn5 Inbound.org6 Keep a running list of awesome people.7 Use Inbound: Make Content about Your Company
Screening CandidatesScan the application / resume• No AOL or Hotmail email addresses and no paper resumes• Demonstrated track record of success and growth• Look for some technical skills – HTML, CSS, Design, and
more• Inbound marketing experience / certificationsGoogle their name• Strong LinkedIn presence, check for mutual connections• Size and quality of digital footprint – what have they built?
Interview: The Funnel Question“Pretend you're the CMO for this company, and you have to decide on what your marketing team should focus. What do you do?"
25,000 Visitors
250 Leads
100 Sales Ready Leads
25 Opportunities
5 Customers
Interview: The Homepage Question“The CEO likes version A, the COO likes version B, and the company is evenly divided. Which homepage do you launch?”
Millions Love Our CompanyText text text Text text text Text text text Text text textText text text Text text text Text text text Text text text Text text text Text text text Text text text Text text text
[Video]
Make More Money With Us• Text text text Text
text text Text text text Text text text text text
• Text text text Text text text Text text text
• Text text text Text text text Text text text Text
[Picture 1]
[Picture 2]
4 Team Structure Over Time
Marketing Org Over Time2012
(25 ppl)2009(8 ppl)
2007(2 ppl)
2014(70 ppl)
VP• Lead gen & inbound background• Management of 15
College Grad• 2 internships• Generalist
ToFU Team• 3 people
MoFu Team• 3 people
Teams by Channel (email, blog, social)
MoFu Teams byPersonas
Prod Mktg
VP/Dir Content
VP/Dir Funnel
VP/Dir Product Mktg
VP/Dir Brand & Buzz
(detail on next slide)
Today’s Marketing Organization
ProductMarketing
Funnel Team
ContentTeam
Brand & Buzz
Results / Metrics• Website visitors• New contacts generated
Activity• Blog articles• Ebooks & webinars• Other content
Results / Metrics• Marketing pipeline• Sales goal %
Activity• Lead nurturing• Lead scoring• Sales alignment• Optimization
Results / Metrics• Sales test scores• % sales selling various features
Activity• Product content• Add-Ons• Sales enablement
Results / Metrics• PR wins• Event #s and feedback• Satisfaction of others
Activity• PR & Events• Creative: Videos, graphics, design
CloseConvertAttract
5 Management Philosophy
Monthly Planning Focused on Outcomes
Goals for month set by
CMO
Team decides on activities
Team executes on
activities
Team reports on metrics /
activity
CMO Feedback to
Teams
Monthly Goals Tracked Daily
0%20%40%60%80%
100%Actual Leads Leads Goal
Business Days Left in Month
% P
rogr
ess
to L
eads
G
oal
React to Alarms to Ensure Success
Create new offersPublish morePromote moreIncrease paid ads
THANK YOU.@hubspotresearch
MimiAn
Inbound.org jobs board
150k marketers active in the communityDedicated jobs board for any type of marketing role
QUESTIONS?
Here’s what traffic to HubSpot customers look like
All Paid5%
Blog20%
SEO25%
Free Tools15%
Social10%
HubSpot.com Landing Pages 1,000+ Landing Pages
25-30% Conversion Rate
~50K Leads / Month
Opt-In Email 10%
2/3 Nurturing
Scoring
1/3 Sales
Branded15%
Inbound leads cost ~30% less and convert
~200% better than paid
Lead Breakdown by Channel