http://www.bocahug.com Learn how to drive more highly-targeted traffic to your website, differentiate by arriving earlier in the sales cycle, protect your pricing power and margins, convert more of the right decision makers into highly-qualified leads, and accelerate the sales cycle with fewer labor-intensive sales touchpoints. The topic is valuable for all marketers, not just HubSpot users.
Introducing the Analogic framework for business planning applications
10 Inbound Marketing Tools That Generate More High-Quality Leads and Close Sales Faster
1. 10 Inbound Marketing Tools
That Generate More
High-Quality Leads and
Close Sales Faster
Joshua Feinberg
Co-Leader of Boca Raton HubSpot User Group
Co-Founder and Chief Inbound Marketing Officer of SP Home Run
@joshua_feinberg
2. Welcome!
The Boca Raton HubSpot User Group (HUG) is
composed of marketers and small business
owners looking to master the HubSpot software
and inbound marketing to get the best results.
We meet 4 times a year in Boca Raton, Florida
(Palm Beach County) to network, share ideas,
and give presentations.
3. Why?
• Network with and learn from other Inbound
marketers in the greater Boca Raton, Florida
area.
• Discover new ways to attract, convert, close,
and delight customers and clients, so you can
grow your business or organization.
4. Please Add This to Your Calendar Now!
• Tuesday morning, September 30 @ 9am-11am
• Same location
• Watch your inbox and social media for details
and the registration link
5. Boca Raton HUG on Social Media
• Join the LinkedIn Group for the Boca Raton
HubSpot User Group (HUG)
• Follow @BocaHUG on Twitter (Use #bocahug)
6. South Florida HubSpot User Groups
• Boca Raton
– Co-Leaders Joshua Feinberg
and Jennifer Rossler
– @BocaHUG
• West Broward
– Leader Kristen Clinton
– @HUGBroward
• Miami
– Leader Alex Duran
– @DuranMccoy
13. Who’s Here Today?
• Please introduce yourself
– Joshua Feinberg (Boca Raton HUG Co-Leader)
– SP Home Run / Inbound Agency for B2B Tech Companies
– HubSpot Professional User Since 2011
• Inbound Certified, HubSpot Certified, HubSpot Certified Partner
– What You’re Looking to Get Out of Attending Today and at
Future Meetings
• Learn Together
• Build a Community
14. SCORE South Palm Beach
• Very fortunate to have one of the highest-ranked SCORE
chapters in the USA right in our own backyard
• #1 SCORE Chapter in the Nation for 2012
• Hal Finkelstein, Chairman of the South Palm Beach SCORE
• Save the Date: Saturday, May 9, 2015
– Seventh Annual SCORE Business Conference at Lynn
University
• Educational Programs and Business Counseling Year Round
• Visit http://www.scoresouthflorida.net
• Call 561-981-5180
15. Boca Raton HubSpot User Group +
SCORE South Palm Beach was Mentioned in the
June HUG Leader Office Hours Webinar
16. Who’s Here Today?
• Please introduce yourself
– Name
– Company/Organization/Location
– HubSpot User Since… (or Future HubSpot User)
– What You’re Looking to Get Out of Attending
Today and at Future Meetings
17. 10 Inbound Marketing Tools
That Generate More
High-Quality Leads and
Close Sales Faster
Joshua Feinberg
Co-Leader of Boca Raton HubSpot User Group
Co-Founder and Chief Inbound Marketing Officer of SP Home Run
@joshua_feinberg
18. What is HubSpot?
(HubSpot Co-Founders
Brian Halligan and Dharmesh Shah)
http://www.youtube.com/watch?v=X_bqIr7pGzQ
22. How to Build a Team
• How many players are on an active roster in
Major League Baseball?
• How many players need to be there at game
time to play the field for an inning?
• What happens if you show up with only your
best pitcher, catcher, and position player?
23. How to Build a Team
• Now what happens if you start doing…?
– SEO
– Social Media
– Google AdWords
• But you have no…?
– Content
– Context
24. Ghost Town
“abandoned village, town or city,
usually one which contains
substantial visible remains. A town
often becomes a ghost town because
the economic activity that supported
it has failed, or due to natural or
human-caused disasters” (Wikipedia)
28. Agenda
• Drive more highly-targeted traffic to your website
• Differentiate by arriving earlier in the sales cycle, so you
can protect your pricing power and margins
• Convert more of the right decision makers into
highly-qualified leads
• Accelerate the sales cycle with fewer labor-intensive
sales touchpoints
29. Drive More Highly-Targeted Traffic to Your Website
Why? 57% of the typical B2B sales cycle is over before
prospects talk to anyone (Source: CEB)
30. Drive More Highly-Targeted Traffic to Your Website
What have you searched for this week?
How do you know what your ideal buyers are searching for?
31. Drive More Highly-Targeted Traffic to Your Website
Persona Research
• Don’t Guess
• Ask
• Analyze
• Pre- / Post-Sales FAQs
• Find the Consensus
32. Drive More Highly-Targeted Traffic to Your Website
Keyword Research
• Google Suggest
• Google Organic and
PPC Results
• HubSpot Keyword Tool
(Volume vs. Difficulty)
33. Drive More Highly-Targeted Traffic to Your Website
Keyword Research
• Google Suggest
• Google Organic and
PPC Results
• HubSpot Keyword Tool
(Volume vs. Difficulty)
34. Drive More Highly-Targeted Traffic to Your Website
Keyword Research
• Google Suggest
• Google Organic and
PPC Results
• HubSpot Keyword Tool
(Volume vs. Difficulty)
35. Drive More Highly-Targeted Traffic to Your Website
Strategic Blogging
• One Long-Tail Keyword
• For One Buyer Persona
• For One Life Cycle
Stage
36. Drive More Highly-Targeted Traffic to Your Website
Re-Purpose Blogs
• SlideShare
• YouTube
• Wistia HubSpot
Integration
37. Drive More Highly-Targeted Traffic to Your Website
Re-Purpose Blogs
• SlideShare
• YouTube
• Wistia HubSpot
Integration
38. Drive More Highly-Targeted Traffic to Your Website
Re-Purpose Blogs
• SlideShare
• YouTube
• Wistia HubSpot
Integration
39. Drive More Highly-Targeted Traffic to Your Website
Schedule Social
Publishing
• High Frequency
• Repeat Every 3 Days
• Multiple Profiles and
Multiple Channels
40. Agenda
• Drive more highly-targeted traffic to your website
• Differentiate by arriving earlier in the sales cycle, so you
can protect your pricing power and margins
• Convert more of the right decision makers into
highly-qualified leads
• Accelerate the sales cycle with fewer labor-intensive sales
touchpoints
41. Differentiate By Arriving Earlier In the Sales Cycle
Create Solution-Focused
Content for Awareness
(Research) Lifecycle Stage
• Keyword Selection
• Premium Content
Offers
Awareness
Consideration
Decision
42. Differentiate By Arriving Earlier In the Sales Cycle
Create Solution-Focused
Content for Awareness
(Research) Lifecycle Stage
• Keyword Selection
• Premium Content
Offers
43. Agenda
• Drive more highly-targeted traffic to your website
• Differentiate by arriving earlier in the sales cycle, so you
can protect your pricing power and margins
• Convert more of the right decision makers into
highly-qualified leads
• Accelerate the sales cycle with fewer labor-intensive
sales touchpoints
44. Convert More Decision Makers into Qualified Leads
Calls to Action
• Action Verbs
• Create a CTA
• Create a Smart CTA
45. Convert More Decision Makers into Qualified Leads
Forms and Landing Pages
• Use Smart Fields to
Avoid Asking for the
Same Data Twice
• Balance Conversion
Rate vs. Qualification
46. Agenda
• Drive more highly-targeted traffic to your website
• Differentiate by arriving earlier in the sales cycle, so you
can protect your pricing power and margins
• Convert more of the right decision makers into
highly-qualified leads
• Accelerate the sales cycle with fewer labor-intensive
sales touchpoints
47. Accelerate the Sales Cycle With Fewer Touchpoints
Smart Lists + Workflows
• Automate When
Lower Lifetime Value
• Drip Best Content for
Each Persona and
Lifecycle Stage
48. Accelerate the Sales Cycle With Fewer Touchpoints
Webinars
• Repurpose Blog Posts
and White Papers
• Use Recordings for
Lead Generation
• Leverage Integration
49. Accelerate the Sales Cycle With Fewer Touchpoints
Webinars
• Repurpose Blog Posts
and White Papers
• Use Recordings for
Lead Generation
• Leverage Integration
50. Accelerate the Sales Cycle With Fewer Touchpoints
Signals
• Real Time Lead Revisit
Notifications
• Real Time Email Open
and Click Through
Notifications
52. Recap of the
10 Inbound Marketing Tools
That Generate More
High-Quality Leads and
Close Sales Faster
53. 1. Persona Research
2. Keyword Research
3. Strategic Blogging
4. Re-Purposed Blogs
5. Scheduled Social Publishing
6. Solution-Focused Content
7. Calls to Action
8. Forms and Landing Pages
9. Smart Lists + Workflows
10. Webinars
11. Signals
54. Agenda
• Drive more highly-targeted traffic to your website
• Differentiate by arriving earlier in the sales cycle, so you
can protect your pricing power and margins
• Convert more of the right decision makers into
highly-qualified leads
• Accelerate the sales cycle with fewer labor-intensive
sales touchpoints
55. Q&A Clinic (New)
Optional, Complimentary 30 Minute Q&A Clinic
Immediately Following Todays’ Meeting:
• For HubSpot Customers
• For Non-HubSpot Customers Looking to Either
Schedule an Inbound Marketing Assessment or Start
a HubSpot Trial
56. Special Thanks
• SCORE South Palm Beach for allowing us to
meet here
–Hal Finkelstein @SCORESoPalmBch
• HubSpot for sponsoring @HubSpot
–Sarah Papachristos @SarahPapa
57. For More Info
• This slide deck is now live on BocaHUG SlideShare (Please Like and Share!)
• Boca Raton HubSpot User Group
– Subscribe at BocaHUG.com
– Follow @BocaHUG on Twitter
– Join the LinkedIn Group for the Boca Raton HubSpot User Group
• Joshua Feinberg from SP Home Run
– Email joshua at sphomerun dot com
– Connect with Joshua Feinberg on LinkedIn
– Follow @Joshua_Feinberg on Twitter