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Inbound Marketing

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Inbound Marketing

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A quick presentation for startup teams willing to experiment with new marketing tools.
Teams who are trying to sell to B2B need to implement scalable ways to sell to their clients. Inbound Marketing is entirely based on content creation and allows team to create a process to generate more qualified leads.

In this presentation you'll find some explanation on how to implement inbound quickly and what are the needs for your team.

My name is Aziz Morsly - you can contact me @azizmorsly

A quick presentation for startup teams willing to experiment with new marketing tools.
Teams who are trying to sell to B2B need to implement scalable ways to sell to their clients. Inbound Marketing is entirely based on content creation and allows team to create a process to generate more qualified leads.

In this presentation you'll find some explanation on how to implement inbound quickly and what are the needs for your team.

My name is Aziz Morsly - you can contact me @azizmorsly

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Inbound Marketing

  1. 1. INBOUND MARKETING Aziz Morsly
  2. 2. Hello! My name is Aziz Morsly and I’m an experienced General Manager with a strong commercial focus. I founded and worked with different startups and technology companies in London, Paris and Lisbon. Get in touch on Twitter! @azizmorsly
  3. 3. INTRO
  4. 4. SHOULD YOU PIVOT? This question is fundamental in the life of a startup trying to find the right marketing / sales channel You often hear team members saying: - We struggled to identify our users pain - The level of converted clients is ~1% - This methodology can’t scale in this market -> How to increase the number of leads with an urgent pain?
  5. 5. Inbound marketing is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention. Sharing is caring and inbound marketing is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more.
  6. 6. ADVANTAGES OF INBOUND? Inbound Marketing could help you generates more qualified leads and analyse the funnel to better match your offer. ● Leads with a specific pain to solve ● Leads experiencing a sort of urgency ● Brand awareness ● Multi-channel ● Metrics driven ● Scalable
  7. 7. LIMITS OF INBOUND? However Inbound Marketing requires the right mix of marketing and sales and relies on content at its core. ● Create content constantly ● Find the right formula from Marketing to Sales ● Phone intensive ● Slow implementation / results
  8. 8. CONTENT
  9. 9. CONTENT AS A CORE ASSET CONTENT Social Media SEO Paid Ads LEADS CLIENTS Emails Phone Demo Analytics Analytics Analytics
  10. 10. TYPES OF CONTENT There are different types of content to consider and they should all follow these 3 rules: ● How to help the buyer understands better her problem ● What are the solutions to solve her problem ● Which solution to choose to solve her problem Study Cases Clients Fbck Technology Verticals Interviews Trends Stats
  11. 11. CONTENT PACKAGING There a different ways to package this content. The key point is to repackage the content multiple times and post it over a long period (one month) to maintain a constant flow of (apparent) new content. For example, an eBook could generate multiple Blog Posts or Social Media Posts. eBooks Blog Posts Videos Podcasts S. Media Posts Articles Infographics
  12. 12. CONTENT DISTRIBUTION Inbound strategy is by definition multi-channels. This means that content should be leveraged across channels and that all channels should be used to direct buyers towards your solutions. Your Blog Social Media Google Rank. PR Other Blogs Paid Ads Newsletter
  13. 13. CONTENT PRODUCTION The most important aspect of the content creation is to be able to produce quality content repeatedly and regularly. If you don’t have internal resources to do so and no one is dedicated to writing. Your solutions are: - Freelance writer - Intern (eg. student in journalism) - Your sales/marketing person + others in the team TEAM
  14. 14. CHANNELS
  15. 15. YOUR BLOG You should centralise all your content effort on your blog. Using Medium API for your blog could leverage this platform for more virality and authority but will impact SEO.
  16. 16. SOCIAL MEDIA Every content you produce should be multi posted across your different social media with the goal of reaching your audience and increase your following to get more authority. However Social Media work in both sense, you should follow opinion leaders that your audience like and share relevant outsider content (Rule of Thumb: ⅓ us versus ⅔ others)
  17. 17. GOOGLE RANKING (SEO) SEO is impacted by the quality of the content you are producing. The more people are linking to your content the higher you will rank. You should focus on building content around the tail (“Creating mobile apps for the hotel industry”) to rank high on these keywords and attract qualified users / clients.
  18. 18. PR Public Relations will help establish brand awareness and authority. You should seek to establish links with prominent magazines, online publications and journalists in your eco-system to get regular features and mentions.
  19. 19. EXTERNAL BLOGS You should use external blogs / platforms who already have authority for your audience as a way to convey your solutions. Different actions should be taken such as reaching out to the blogger to see how you can help her, comment on her posts (sharing too), ask to write one post on her blog etc...
  20. 20. Paid Ads You should promote your content as much as possible including paid advertisement. These ads should redirect towards content that help the buyer in its current journey. Platforms to evaluate and to test: Google ads, Linkedin Ads and Facebook Ads.
  21. 21. Newsletter Newsletter have always demonstrated some effectiveness, you should keep the basis and and scale. This means having a ‘subscribe’ button on your site, using an online marketing tool, measuring open rates, click rates etc…
  22. 22. CHANNELS MANAGEMENT The most important aspect of the channels is to manage them on a daily basis. Different tools can help to schedule posts but someone should be in charge of managing the different accounts. Solutions? ● Freelancer ● Marketing or Sales ● Other? TEAM
  23. 23. BUYERS
  24. 24. BUYERS PERSONA Until now you might struggle to categorise your buyers but you can probably narrow down 3 categories for example: ENTERPRISE SME FREELANCER
  25. 25. BUYERS JOURNEY The buyer will follow different steps before making her final decision. Your role is to help her better understand her problem, what are the different solutions available and help her select YOU as her partner / solution Problem Education Solution Research Solution Selection
  26. 26. BUYERS MATRIX ENTERPRISE SME FREELANCER Problem Education Problem Education Problem Education Solution Research Solution Research Solution Research Solution Selection Solution Selection Solution Selection
  27. 27. HOW TO USE THIS MATRIX? Enterprises represent potential large sources of recurring revenues - you should have sales talking to them early in the process (Problem Education) SMEs need more information to understand exactly their problem. Sales should help them later in the pipe and support the Solution Research Freelancers are looking for tons of information and are on a budget. Sales should enter late in the process (Selection)
  28. 28. REFINE THE BUYER PERSONA You should refine each buyer persona to get to the right level of the journey. For example ● Entreprise could be broken down into Technology / FMCG / Financial Services ● SME could be broken down into Local / National or through different verticals.
  29. 29. PROBLEM EDUCATION A buyer in a problem education state is looking for general information around an issue her organisation has found. It is still not well defined and she is looking to understand all the angles. She’ll be looking for content such as: “Understand impact of digital on the industry” or “Design Innovation in organisations” She will be mainly reading content and downloading content SOLUTION RESEARCH A buyer in a solution research state has already a clear understanding of what she is trying to solve and is looking for the different options in the market to achieve her goal. She’ll be looking at content such as: “Difference between Native or React Native” or “ How client X has launch its app in few weeks” She will be reading content and will ask questions (or FAQ) SOLUTION SELECTION A buyer is a solution selection state has already all the necessary information and needs now to compare the different providers through different criteria. She’ll be looking at content such as: “ How we helped client x increase its sales” or “How we helped client Y cut development time by two” She will be asking pricing information, and referrals from other clients. THE DIFFERENT STATES
  30. 30. INSIDE SALES
  31. 31. INSIDE VS. OUTSIDE SALES In a normal outbound strategy, the sales function consists on developing leads from a predefined list. The sales will thus need to cold call (phone or email) different potential leads and identify if they have a needs and how you can solve it. Inbound marketing works at the opposite. The marketing filters the leads and deliver qualified leads to the inside sales. The sales will have to contact the referred leads to make sure to help them in their journey.
  32. 32. ROLE OF THE INSIDE SALES The inside sales is here to work the leads that the marketing has sent over. This means getting in touch with the lead, evaluate her needs, help her move up in her journey, understand the urgency of the situation, the budget, the decision making unit and close the sales. To achieve this he will need to use multiple calls, emails, set up meetings when necessary and send quotes and RFPs
  33. 33. BUYER DECISION PROCESS Each buyer has a decision making unit process, it is the role of the inside sales to understand who are the decision makers and what type of information they need to make their decision Eg. The operational person might need to understand how the technical work will be done while the budget manager will need to understand how it will be billed.
  34. 34. QUALIFYING LEADS In outside sales we use a method called BANT (Budget-Authority-Need-Timing) and I usually use a simpler version called AN (Authority and Need) where the focus is on finding the need of the lead while trying to assess if the contact has the decision power. With inside sales this methodology is not efficient enough as some leads are left apart while others with low potential are transferred from marketing.
  35. 35. GPCT GPCT (Goal-Plan-Challenge-Timing) has been used by companies like HubSpot to qualify leads. The Sales should first try to understand the Goal of the lead (eg. “increase usage of our service by 20%”). Then discuss the plan to achieve these goals (eg. “building an app”). When these two components are validated, the lead should be able to assess the different challenges (“we don’t have a mobile team”) and the timing (“in Q1 2017”)
  36. 36. INSIDE SALES MANAGEMENT Your current organisation should pivot if you don’t have the right skills or resources. It is important to keep the right pace to answer as quickly as possible to qualified leads. Solutions? ● Sales person ● Founder ● Other? TEAM
  37. 37. KPIs & METRICS
  38. 38. MEASURE EVERYTHING Inbound Marketing is metrics-driven: you build an engine and refine it through experimentations and analysis. For example: Visitor / page eBooks Download Suscribe Newslette Open Rates Nb of Ask More Info Nb of Likes Nb of Coms Value of £ generated Churn Rate Nb of leads ...
  39. 39. SET KPIs It is important to set objectives aligned with the desired growth of the business. - How many leads per month should you transfer from marketing to sales? - What average revenue you should target for each buyer persona?
  40. 40. REFINE THE ENGINE Each new month should be the opportunity to refine the engine. From analysing the matrix funnel, to analysing the click conversion on specific content or improving client conversion from the inside sales.
  41. 41. TOOLS
  42. 42. TWO APPROACHES All In One You can choose the Hubspot approach where all the tools are combined together. Pros: simple and automation Cons: costly and not flexible Multiple You can choose the lean approach where you will use different tools Pros: cheap and flexible Cons: missing information and setup time All In One Multiple
  43. 43. THE BASICS There are key tools that you will need to include in your strategy. CRM Social Media automation Blog Email automation Web Analytics Landing Page / Form SEO Optimiser
  44. 44. HUBSPOT MARKETING SOFTWARE SALES SOFTWARE CRM
  45. 45. MULTIPLE SOLUTIONS (EXAMPLE)
  46. 46. THX :) Aziz Morsly ---------> Twitter: @azizmorsly

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