The document discusses how inbound marketers depend on their wits, not their wallets. It emphasizes focusing on the right goals, experimenting, and using data to drive decisions. It provides examples of how companies like HubSpot, Hotmail, and Uber focused on the right metrics and goals to maximize growth. Marketers are encouraged to experiment with different content types and formats, social sharing options, and nurture programs that extend beyond email to drive better results.

1. Inbound Marketers
Depend onWits
NotWallets
Kieran Flanagan, Marketing Director
(EMEA) @HubSpot
@searchbrat kflanagan@hubspot.com

2. Kieran Flanagan
@searchbrat
Highly motivated marketing geek
high on data crack.

3. Havingmoney
isgreat...

4. ...butnotallofus
useitwisely.

5. Peoplespendmoney
onstupidshit!

6. This Diamond encrusted blackberry will
set you back £15,000.

7. Or how about a diamond encrusted mouse for
£20,000?

8. Who doesn’t need expensive Guinea pig
armor for £14,000?

9. Butwhataboutallthe
stupidshitmarketers
spendmoneyon?

10. The world’s most expensive billboard ad space
is valued at $1.3 Billion.

11. Booth babes are used to turn desperate
men into leads.

12. A sponsored tweet like this can be yours
for £6,000.

13. Inbound Marketers think
Differently.

14. It’s not about ...

15. Inbound vs. Outbound.

16. It’s about being smart with
the resources you have ...
+ + =

17. ... and creating value
for your audience.

18. Wits will get you far.

19. Marketing Grader has generated over
4 million visits and 500,000 prospects.

20. Hotmail’s“PS I Love you”signature helped
them to grow to over 12 million email a/cs

21. Uber provided free rides to influencers at
tech conferences knowing they would share
their experience on social.

22. “It’s easier to focus on a strength than a
weakness.”– Elliot Shmukler

23. “It’s easier to focus on a strength than a
weakness.”– Elliot Shmukler
LinkedIn focused on their biggest
opportunities to help them scale.
Homepage views: 40% 50,000 -> 50%
63,000 (+13,000) took 4 months
vs.
Email Invitations: 4% 25,000 -> 7% 44,000
(+19,000) took 2 years

24. Marketers with wits are
focused on the right goals
at the right time.

25. Company Goal WhatThey Did
HubSpot Increase prospects Create a valuable tool
Hotmail Increase accounts Intriguing line at end of each
email sent
Uber Social awareness Free rides to tech crowd
Linkedin Free signups Improve performance of
home page

26. They experiment to
maximize scale.

27. They use data to spot
opportunities to do
things better.

28. Right Goals,

29. Right Goals, Experiments,

30. Right Goals, Experiments,
Data Driven

31. = Great Inbound Marketer

32. #1Why Goals Matter

33. Goals are easy, right?

34. but a lot of us make
too many goals.

35. Or don’t know how
to make the right goals.

36. Or struggle to pick
the right goals to work on.
10 5 15
100

37. We lose sight of our path
to success.

38. Goals should be
easy for marketers.

39. The marketing funnel is simple
Get Visitors
Contact
Customers
Retain
Users
Visit to Contact %
Contact to Customer %
Churn Rate

40. The metrics tell us what to work on.
Get Visitors
Contact
Customers
Retain
Users
Generate 200 weekly visits
Contact to Customer %
Contact to Customer Rate 50%

41. The metrics tell us what to work on.
Get Visitors
Contact
Customers
Retain
Users
Generate 200 weekly visits
Contact to Customer %
Contact to Customer Rate 50%
Oursshouldbevisits

42. Looking at the metrics across your funnel
will help you focus on the right goals.
a.Visits per channel
b. Leads per channel
c.Visit-to-lead ratio per channel
d. Lead-to-customer ratio per channel

43. Chunk down your goals until you can check stuff off
Increase visits
Increase User
Generated Content
Community with monthly
prizes for top posters
Email partners on why
they should create
content for us
Create author pages to
profile contributors

44. Monthly traffic light system to keep team focused
Community with monthly prizes for top posters.
Email partners on why they should create content.
Create author pages to profile contributors.

46. Sprint format makes sure the team knows
what to prioritize.

47. #2 Experiment for
Inbound Success

48. Thomas Edison –“I have not failed 1,000
times. I have successfully discovered 1,000
ways to not make a light bulb”.

49. Your competitive advantage is
being different ...

50. ... not the same.

51. Part 1
Grow your audience

52. Content
Type
ShortTerm
Traffic
LongTerm
Traffic
Audience
Quality
Virality
Curated X X X
Thought
Leadership
X X
How-to Posts X X
NewsJacking X X
Lists X X X
Experiment with content types and know
how to measure each one.

53. Experiment with content frequency. More is
not always best.

54. SERPIQ study says the average content length
for a web page that ranks in top 10 is 2,000
words.

55. What content is going to help
me grow my audience?

56. Socialcrawlytics can identify your competitors’
best content and their top authors.

57. Competition for eyeballs is
getting harder.

58. 27,000,000 pieces of
content are shared each day

59. 72% of UK B2B Marketers
will be producing much more
content next year than they
did this year.
@CMIContent
“

60. Eat24 create amazingly good content that’s
not always directly related to food.
Creativityhelps.

61. So does posting“valuable”
content on other sites.

62. Buffer wrote 60 guest posts that helped
grow their customer based to 100,000.

63. Part 2
Get more shares.

64. Upworthy writes 25 headlines. Pick two. A/B
test and pick the winner.

65. Upworthy writes 25 headlines. Pick two. A/B
test and pick the winner.
Check out their deck:
http://slidesha.re/1nqHwGd

66. Cute Feature Images
Increases Shares

67. Featured image showing actual tool
improved shares for launch posts.

68. Give users plenty of options to
share your content

69. Give the right options to the
right person

70. Adding those personal touches
really helps

71. Results in emails we send being
a huge driver of both traffic and
*new leads*

72. Part 3
Get more downloads.

73. People feel safe in numbers when deciding
to do something.

74. This is our normal CTA aligned
with the subject of the blog post.

75. We simply added a tweet from
someone who recommended
this ebook.

76. Result: 27% ClickThrough
Rate Increase

77. Cool, let’s try adding more.

78. Another one of our CTA’s

79. We added a bunch of tweets from
people who enjoyed the offer.

80. Result: 23% ClickThrough
Rate Increase

81. What about a lead that
showed“buying intent”?

82. This is a landing page for people
looking for demos.

83. We simply added tweets from
people who were happy with the
product.

84. Result: 5% Boost to
Conversion Rate

85. Ok, that worked - what
about email?

86. This is one of our emails offering
you an inbound marketing
assessment.

87. We just added tweets of people
saying great things about
HubSpot.

88. Result: 7% Boost in
Click-Through Rate

89. Part 4
Nurture Beyond Email.

90. How most marketers think
about email nurturing ...

91. Ihopemynext
leadnurtureemail
comestoday.

92. The reality is a lot different.

93. The people you are nurturing
are somewhere in here.

94. We split test our lead nurture workflows.

95. Workflow 1 (Email Only)
EMAIL 1 EMAIL 2 EMAIL 3

96. Workflow 2 (Email & Retargeting)
EMAIL 1 EMAIL 2 EMAIL 3

97. Workflow 2 (Email & Retargeting)
EMAIL 1 EMAIL 2 EMAIL 3
Significant increase in the number
of opportunities created.

98. #3 Know your Metrics

99. Just look through the deck.

100. There are a lot of metrics in
it, right?

101. That’s because ...

102. Right Goals,

103. Right Goals, Experiments,

104. Right Goals, Experiments,
Data Driven

105. = Great Inbound Marketer

106. ThankYou.
@searchbrat
kflanagan@hubspot.com