hubspot + inbound marketing. - Frequently Asked Questions

HUBSPOT + INBOUND MARKETING. HUBSPOT/MCG ONSITE TRAINING. AUGUST 19, 2015

AGENDA: August 19, 2015 9:00 am Welcome & Introductions 9:30 Getting to Know our Buyer Personas 10:30 Break 10:45 The Buyer’s Journey 12:00 pm Lunch 1:00 [Workshop] Building Buyer Persona profiles in HubSpot 1:30 [Workshop] Tagging Contacts by Persona in HubSpot 2:00 Break 2:15 [Workshop] Our Persona’s Information Needs along Buyer’s Journey 3:30 [Workshop] Content Creation / Repurposing Brainstorm 4:45 Wrap Up

What is HubSpot?

But first…

What is Inbound Marketing?

INBOUND MARKETING: AN INTRODUCTION.

What is Inbound Marketing?

Inbound marketing focuses on creating quality content that pulls people toward your company and product instead of the old interruption-based methods.

MARKETING HAS A LOVABILITY PROBLEM.

Car Sales

Stockbrokers

Lobbyists

Lawyers

Marketers

Less Lovable

More Lovable

The old marketing playbook is

BROKEN. 86%

skip TV ads

91%

unsubscribe from email

44%

of direct mail is never opened

200M

on the Do Not Call list

No one wakes up and says…

“I want to see an ad.”

But marketers still wake up and say…

“I think I’ll make an ad.”

FACT: BUYERS ARE IN CONTROL.

SELLERS NEED TO CHANGE. to Interruption (SELLER FOCUSED)

Attraction (BUYER FOCUSED)

How do we create marketing that people will

love?

Personalization & relevant content creates marketing people love.

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So, what does this mean for us?

We need to shift our focus from selling to helping people buy.

Content marketing, done well, requires marketers to think like publishers.

Help prospects connect with us through our content.

BUILD MARKETING ASSETS.

Blogs

Photos & Infographics

Videos & Podcasts

Presentations & eBooks

Having the right content isn’t enough.

The right place and the right time matter too.

CREATING CONTEXTUAL RELEVANCE.

MEET BRIAN.

ü  THE GRATEFUL DEAD ü  VENTURE CAPITAL ü  THE RED SOX

MEET DHARMESH.

ü  PROGRAMMING ü  KIDDIE STUFF ü  MORE PROGRAMMING

CONTEXT IS PERSONAL.

CONTEXT IS PERSONAL. NOT ONE SIZE FITS ALL.

THE

EFFECT.

How can you provide context on your website?

Provide context throughout the buyer’s journey with cta buttons relevant to their buying stage. *cta is short for call-to-action

Create context by device type using content optimization to provide a seamless user experience.

86% of C-level execs say a smartphone is their primary communication device.

MOST EMAIL IS NOT MOBILE OPTIMIZED.

MOST WEBSITES AREN’T MOBILE OPTIMIZED.

USE CONTEXT EVERYWHERE YOUR CONTENT LIVES. •  •  •  • 

Email Website Mobile Social Media

Personalization & relevant content creates marketing people love.

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What’s a HubSpot?

HubSpot /həbspät/ –noun 1. 

software that enables marketers to execute all inbound marketing tactics in one place.

THE INBOUND MARKETING METHODOLOGY.

ALL THE TOOLS MARKETERS NEED, IN ONE PLACE.

HubSpot helps marketers create marketing people love.

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How do we know what they’ll love?

How do we know what they’ll love?

How do we know what they’ll love? We need to get to know them.

BUYER PERSONAS:

THE CORNERSTONE OF INBOUND MARKETING.

What is a Buyer Persona?

A fictional representation of your ideal customer based on real data and select, educated speculation about customer demographics, behavior patterns, motivations, and goals.

THE INBOUND MARKETING METHODOLOGY.

Personas matter at every stage of the inbound methodology.

Content to attract visitors

Content to convert leads

Content to close customers

Personas help us create the right content to send the right message at the right time.

IMAGE CREDIT: FLICKR USER ANDY HAY

Personas help identify where our best customers spend time on the Internet – so we can be there too.

Personas help guide product & service development.

Keep personas’ goals in mind to help our business create offerings that help overcome challenges.

BUYER PERSONAS ARE NOT: þ 

Target markets

þ 

Job title/roles

þ 

Dependent on what you sell

þ 

Actual people

BUYER PERSONAS ARE: þ 

Common behavioral patterns

þ 

Shared challenges and pain points

þ 

Universal goals, wishes, dreams

þ 

General demographic & biographic information

BUYER PERSONAS ARE: þ 

Common behavioral patterns

þ 

Shared challenges and pain points

þ 

Universal goals, wishes, dreams

þ 

General demographic & biographic information

Using Personas to Transform our Content Strategy.

USING PERSONA PROFILES TO PROVIDE CONTEXT. ü  Write blog posts that read like their favorite blogs/magazines ü  Create content in their preferred formats ü  Post social updates that speak their language ü  Hang out where our personas hang out ü  Use technology that matches their technical level ü  Align campaign timing with their lifestyle ü  Mold our sales process to their decision making process

Name 3 reasons why buyer personas are important.

Let’s look at an example…

Meet Adventure Andy. 1. 

30-ish years old.

2. 

lives in an urban neighborhood.

3. 

primarily uses public transportation or his bike.

4. 

enjoys traveling.

5. 

works at a startup.

Andy is a 30-ish year old startup employee.

Andy lives in an urban area.

Andy lives in an urban area.

Andy usually takes the subway.



Andy rides his bike because it’s eco-friendly.

Andy enjoys traveling.

Andy enjoys traveling.

Andy works at a startup.

(likely with other Andy’s)

All of that based on just 5 points… 1. 

30-ish years old.

2. 

lives in an urban neighborhood.

3. 

primarily uses public transportation or his bike.

4. 

enjoys traveling.

5. 

works at a startup.

But what about B2B?

But what about B2B?

But what about B2B? B2C?



Think B2H.


Think B2H.

Business to Human.

Personas help businesses make better decisions.

UNDERSTANDING THE BUYER’S JOURNEY.

What is the Buyer’s Journey?

The active research process a potential buyer goes through leading up to a purchase.

What is the Buyer’s Journey?

A model to align our sales and marketing efforts to this research process, with specific focus on their needs and pain points.

Leads nurtured with targeted content produce an increase in sales opportunities of more than 20%. (Source: DemandGen)

THE 3 STAGES OF THE BUYER’S JOURNEY.

AWARENESS STAGE. Awareness

Consideration

Decision

“I AM… experiencing symptoms of a problem and seeking greater understanding of my problem”

CONSIDERATION STAGE. Awareness

Consideration

Decision

“I AM… considering all potential solutions to solve my problem”

DECISION STAGE. Awareness

Consideration

“I AM… deciding on a specific product or vendor for my chosen solution”

Decision

THE BUYER’S JOURNEY: AN EXAMPLE. Awareness

“I’m wasting a lot of time manually updating my weekly reports.”

Consideration

“There is probably a reporting tool that can help me create my reports faster. What are my options?”

Decision

“I can hire someone to manage all reporting, buy reporting software ABC or reporting software XYZ. Software XYZ will cost the least and increase efficiency most.”

Content type or format.

User behavior or research needs.

Keywords and relevant terms.

THE BUYER’S JOURNEY. Solve problems or address challenges with thought leadership content at exactly the right time.

BEHAVIOR AND RESEARCH NEEDS DIFFER IN EACH STAGE.

Prospect is experiencing symptoms of a problem.

Prospect has now clearly defined and given a name to their problem.

Prospect has now decided on their solution, method, or approach.

Doing educational research to identify and name the problem.

Committed to researching and understanding all available approaches to solving the defined problem.

Compiling vendors and products and narrowing down their options for a final purchasing decision.

User behavior behavior User or research research or needs. needs.

SPECIFIC CONTENT TYPES ARE MOST RELEVANT AT DIFFERENT STAGE.

Analyst reports eGuides & eBooks Editorial content White Papers Educational content Expert content Infographics

Comparison white papers Expert guides Webinars Live interactions Podcasts

Vendor comparison Product comparison Case studies Trial downloads Product literature Live demo

Content type or format.

USE RELEVANT TERMS IN EACH STAGE.

Problem/ opportunity terms

Solution terms

Comparison terms

Troubleshoot

Solution

Compare

Issue

Provider

Versus

Resolve

Service

Vs.

Risks

Supplier

Comparison

Upgrade

Tool

Pros and Cons

Improve

Device

Review

Optimize

Software

Test

Keywords and relevant terms.

Buyer’s Journey

Cheat Sheet.

link: bit.ly/buyers-journey-sheet

As marketers, the buyer’s journey helps us deliver the right content to the right person in the right place.

How can we achieve this alignment?

How can we achieve this alignment? Step 1: Identify the questions your persona asks at each stage of the buyer’s journey.

How can we achieve this alignment? Step 2: Match each question with content that answers it.

CREATING TARGETED CONTENT OFFERS.

INBOUND METHODOLOGY.

Content matters at every stage of the inbound methodology.

What is a Content Offer?

Information that addresses a specific pain point which is packaged up conveniently in a downloadable form.

INBOUND OFFERS PHILOSOPHY. Make your ebooks and webinars the best content for potential customers in your industry.

EXAMPLE CONTENT TYPES.

At this point, you may be thinking… ‘Content creation takes a LONG time!’

It’s not about volume.

More

Better

Repackage existing content. eBook: Analytics in Healthcare

Repurposing content is like borrowing from yourself.

Repurposing ideas Take content from your print materials, especially ones that target prospects. Slides and materials from expert presentations at events and trade shows can be packaged into downloadable formats. Webinar slides and audio can be repurposed as podcasts, video clips, and presentation downloads. Write thorough answers to questions asked during live webinars into individual blog posts or an FAQ Guide.

To get started, audit your existing content.

CONSOLIDATE ENTIRE CONTENT LIBRARY INTO A CONTENT INVENTORY.

INVENTORY HELPS ORGANIZE OUR CONTENT.

•  •  •  •  • 

Accessible Repurpose Consolidate Update Archive

Then, breakdown and analyze your content.

ANALYZE INVENTORY IN CONTENT MATRIX.

The Buyer’s Journey: Questions & Answers

As a team, brainstorm content to address each stage of your Personas’ Buyer’s Journey and complete the worksheet

Persona!

Awareness ! Stage!

DirectorHow to plan our first RV trip Diane

5

Consideration! Stage! How to decide which RV will the right choice for us

11


Decision! Stage! Where can I tour a [Model X] RV?

4


Persona!

Awareness ! Stage!

Questions Executive How to plan our first RV trip [Blog Post] 3 Tips to Planning Eric the Best RV Road Trip

1

Questions

Consideration! Stage! How to decide which RV will [eBook] Questions the right10 choice for usto Ask When Buying your First RV

4

Decision! Stage! Where can I tour a [Model X] [Virtual Tour] Tour the New RV? [Model X] RV Online!

4




Persona!

Understand overall content mix and gaps for each Persona by Stage.

Awareness ! Stage!


5


11



4


Persona!

Awareness ! Stage!


1

Questions


4


4




Persona!

Understand overall content mix and gaps for each Persona by Stage.

Awareness ! Stage!


5


11



4


Persona!

Awareness ! Stage!


1

Questions


4


4