2. 7
Earth-Shaking Reasons
why Marketers Need to Change
Their Mindsets
Inbound Marketing:
@hiddenpeakint

3. Meet the team
Erin Carpenter, CEO Michael Senger, COO
www.hiddenpeak.net
@hiddenpeakint

4. Not just
another
tactic, but
a holistic
approach.
Inbound Marketing

7. Why we need to change our mindsets.

8. 1Your website is
more than an
electronic brochure
to compel visitors
to contact you…

9. It is a lead and sales generation
machine.
Top Of Funnel (TOF)
Middle Of Funnel (MOF)
Bottom Of Funnel (BOF)

10. TOF MOF BOF
MOF
MOF
MOF

11. 1 Offer 2 Landing Page 3 Auto email
Website Lead Flow
@hiddenpeakint
4 Workflow

12. You normally
wouldn’t ask
someone to marry
you on the first
date…
2

13. So, why is the only Call-to-Action on
your website…

14. Most website visitors are still in the
research stage.

15. The Buying Process
Move them
through…
1
Perform
Research
2
Establish
Buying Criteria
3
Compare
Vendors
4
Make a
Purchase

16. The Buying Process
Move them
through…
1
Perform
Research
2
Establish
Buying Criteria
3
Compare
Vendors
4
Make a
Purchase
Prospect State of Mind:
Looking to solve a problem or answer a
question.

17. The Buying Process
Recommended Content:
• Ebooks/Guides
• Whitepapers
• Checklists
• Tip Sheets
• Videos
Move them
through…
DOWNLOAD
FOR
FREE!
1
Perform
Research
2
Establish
Buying Criteria
3
Compare
Vendors
4
Make a
Purchase

18. The Buying Process
Move them
through…
1
Perform
Research
2
Establish
Buying Criteria
3
Compare
Vendors
4
Make a
Purchase
Prospect State of Mind:
Understand the problem, need to know what
product or service will solve it.

19. The Buying Process
Recommended Content:
• Webinars
• Case Studies
• Free Samples
• Catalogs
• Product Spec Sheets
1
Perform
Research
2
Establish
Buying Criteria
3
Compare
Vendors
4
Make a
Purchase
Move them
through…

20. The Buying Process
Move them
through…
1
Perform
Research
2
Establish
Buying Criteria
3
Compare
Vendors
4
Make a
Purchase
Prospect State of Mind:
Knows what solution is needed and is ready
to select a product or service to buy.

21. The Buying Process
Recommended Content:
• Free Trials
• Free Demos
• Consultations
• Free Quotes or Estimates
• Coupons
1
Perform
Research
2
Establish
Buying Criteria
3
Compare
Vendors
4
Make a
Purchase
Move them
through…

22. The Buying Process
1
Perform
Research
2
Establish
Buying Criteria
3
Compare
Vendors
4
Make a
Purchase
Move them
through…
Marketing
SalesProspect State of Mind:
Ready to buy, sign a contract, etc.

24. 1. Perform Research

25. 1. Perform Research

26. 1. How
many
cubic
feet
do
I
need?
2. Do
I
really
need
a
steam
dryer?
3. How
many
cycles
are
really
necessary?
4. What
technology
lasts
the
longest?
2. Establish Buying Criteria

27. 2. Establish Buying Criteria

28. 3. Compare Vendors

29. 3. Compare Vendors

30. 4. Make a Purchase

31. The Buying Process
1
Perform
Research
2
Establish
Buying Criteria
3
Compare
Vendors
4
Make a
Purchase
Move them
through…
Marketing
Sales

32. 3Batch ‘n’ Blast
Email is for the
Past.

33. When emails are not relevant
One Offer Masses

34. Highly Engaged “Hot Leads.”
Dynamic Segmentation…

35. Dynamic Segmentation and automation
resulting in more leads and customers…
Multiple Offers
Masses
Segmented
Lists

36. Today’s customer
is in control of the
buying journey.
4

37. “In today’s buyer’s decision journey,
traditional communications just aren’t
relevant.”
- Marketing is Dead, HBR Blog,
August 9, 2012

39. What they hear “all the noise, noise, noise”

41. Has ALL the answers!

42. Are you creating persona-driven content
that addresses your customers questions,
problems, and needs?

43. When they ask ,

44. Does your website provide an
answer?…

45. Persona-driven content increases
inbound leads and customers.

46. 5Content is more
than ‘King’…

47.
…it works on your website like compounding
interest does for your bank account.

48. New
Leads
Index
Website Pages
Source: HubSpot
IMPACT OF WEBSITE CONTENT ON INBOUND
LEADS FOR B2B & B2C COMPANIES

49. New
Leads
Index
Website Pages
Source: HubSpot
IMPACT OF WEBSITE CONTENT ON INBOUND
LEADS BY COMPANY SIZE

50. 6‘Over the Fence’
Marketing is for
the Playground.

51. 92%
Of prospects are not closed …
mainly because of marketing
and sales misalignment.
Source:

52. Leads
Marketing Sales

53. Generate as many leads as possible using:
Leads
- PPC, Landing Page campaigns, Purchased Lists,
Tradeshow badges scanned.
Marketing

54. Needs Prospects that are ready to close.
Leads
Sales

55. Who’s to blame?

56. Handing off the baton should
be smooth, not a toss.

57. It’s time to
reposition
marketing within
the organization.
7

58. Marketing

59. The Revenue Driver
Marketing:

60. 73% of CEOs think Marketers lack
business credibility: They can’t
prove they generate business
growth.
2011 study – 600 CEOsWhy?

61.
Revenue
Performance
Management

62. “I always say, if you don’t like what they’re
saying, change the conversation.” – Peggy
Mad Men – April 21, 2013

63. Shift the talk about Engagement - Likes,
Tweets, Click-throughs, Shares, Comments,
Page Views, etc…

64. Towards more business-impact
conversations such as…
• Customer Acquisition Cost
• Customer Lifetime Value
• Cost Per Lead
• Marketing Influenced
Customer %
• % of Target Revenue
Achieved

65. Brand Awareness is important, but…

66. Can you tie these
metrics to
Top-Line Growth
Generation?
Marketing
Sales
Leads,
Prospects,
Customers,
Evangelists
Net Income

67. Recap
1. Your website is more than an electronic brochure.
2. Don’t ask for a call or sale before the prospect is
ready.
3. Batch ‘n’ Blast Email is for the past.
4. Today’s customer is in control of the buying
journey.
5. Content is more than just ‘King’.
6. ‘Over the Fence’ Marketing is for the playground.
7. It’s time to reposition marketing.

68. Final word: wondering how your
website is performing?
Sign up here and we’ll send you a free report:
http://marketing.hiddenpeak.net/free-website-assessment

69. For more information, contact:
Erin Carpenter
erin@hiddenpeak.net
@ehcarpenter
Hidden Peak Interactive, LLC
Carlsbad, CA
www.hiddenpeak.net
Michael Senger
michael@hiddenpeak.net
@webmarketers
Questions?