How to develop an effective and business oriented Inbound Marketing campaign: strategy, management and measurement. The slides of my lesson at Bologna Business School.

1. INBOUND
MARKETING
FOR BtoB

2. @FedericoO6
For any doubt or question contact me on
Twitter and I will answer in the next day

3. STRATEGY

4. INBOUND MARKETING:
definition
Inbound Marketing refers to marketing activities
that draw visitors in, rather than marketers having to
go out to get prospects attention. It's all about
earning the attention of customers, making the
company easy to find online, and drawing customers
to the website by producing interesting, helpful
content. By aligning the content you publish with
your customer’s interests, you naturally attract
inbound traffic that you can then convert, close,
and delight over time

5. Inbound
Marketing
Email
marketing &
lead
nurturing
Social media
marketing
Marketing
automation
Content
creation &
curation
SEO
Market &
performance
analysis
User
Experience

6. Where are
we now?
Situation
analysis
Where do we
want to be?
Objectives
How do we
get there?
Strategy
How
exactly we
get there?
Tactics
Who does
what and
when?
Actions
How do we
monitor
performance?
Control

7. Specific Measurable
Actionable Relevant
Time-bound
SMART OBJECTIVES

8. Consider
Evaluate
BuyExperience
Bond
Advocate

9. BUYER PERSONA:
definition
Semi-fictional representations of your
ideal customer based on real data and
some select educated speculation about
customer demographics, behavior
patterns, motivations, and goals. Start by
interviewing your current customers

10. BUYER PERSONA:
key points
Role Company
Goals &
challanges
Buying
criteria
Watering
holes

11. MANAGEMENT

12. Why change?
Your prospects often are unaware that
they should consider a different product,
service, or vendor. In this phase, don’t
talk about your solution or its
benefits. Instead, get them to
recognize that an issue exists. Share
industry insights that help them realize
that their peers are experiencing similar
costly issues. These insights can help
prospects diagnose their own organization
and challenges
VALUE PROPOSITION

13. Why now?
Help the prospect realize that the status
quo isn’t just an issue but a real cost and
business risk. Provide content that helps
them quantify the cost of doing
nothing. Give prospects a cost and
value examination
VALUE PROPOSITION

14. Why you?
Each solution has unique advantages, but
buyers often don’t notice the subtle
differences among competitors. Today’s
buyers are drawn to price and value as
evaluating criteria. Communicate and
quantify how your solution can deliver
better business value (e.g., drive cost
savings, improve productivity, lower risks,
etc.). Show that you have a lower total
cost of ownership (over the solution’s
useful life cycle), superior ROI and
faster payback
VALUE PROPOSITION

15. Discovery
Loosening
of the status
quo
Committing
to change
Consideration
Exploring
possible
solutions
Committing
to a
solution
Decision
Justifying
the decision
Making the
selection
CONTENT MARKETING
buyer’s journey

16. Discovery
Create
awareness
around a new
problem
Drive urgency
Consideration
Solving the
problem
Align solution
with specific
business
needs
Decision
Make the
business case
for change
Prove best
value
CONTENT MARKETING
strategy

17. Discovery
White
papers
Blog post
Consideration Case studies
Video
testimonials
Decision
Report,
webinar,
ebook
Interactive
demo
CONTENT MARKETING
recommended content

18. CONTENT MARKETING
best practices
A/B Testing
Competitors
benchmarking
Diversify your
contents for the
different platforms
and customer
journey moments
Take advantage of
Keyword Planner
for defining your
tone of voice
Costant
measurement and
fine tuning

19. SEO OPTIMIZATION
Site
Architeture
Content
hierarchy
Urls SEO
friendly
Visible
contact info
User
Experience
Lower your
bounce rate
Mobile and
loading time
optimized
Minimise
pop-ups

20. SEO OPTIMIZATION
Keywords
Keep main
keyword per
page
Forget
keyword
density
Steal
competitor’s
keywords
Analytics
Traffic
changes
Bounce rate
and exite
pages
Landing
pages

21. SEO OPTIMIZATION
Contents
Images
optimization
Internal &
external
links
Encourage
social shares
Meta
Description
Under
150/160
characters
Use 1-2
keywords
Avoid
keyword
duplication

22. EMAIL MARKETING:
database segmentation
Company
segmentation
Industry
Company size
and type
Role
segmentation
Department
and function
Seniority
Behavioral
segmentation
Email,
website and
social
interactions
Conversion
events

23. EMAIL MARKETING:
tips
Show exclusive
contents
Include social
shares
Offer deal, free
consultation or
demos
Create multiple
email
subscription
Personalize
emails based on
info you know
about your
prospects
Leverage custom
insights through
surveys

24. LANDING PAGE:
best practices
Write a
cleare,
concise
action
oriented
headline
Explain the
offer clearly
and place
visual
emphasis
on the value
Remove the
navigation
menu and
links

25. LANDING PAGE:
best practices
Keep the form
as short as
you can
Include a
relevant
image,
animation or
short video
A/B or
Multivariate
testing

26. COMMUNITY
MANAGEMENT
Be quick and
responsive for
a better social
caring service
Optimize your
response time
rate through
social media
dashboards
Monitor the
reputation
and response
enquiries
(also) in
(potential)
earned media

27. COMMUNITY
MANAGEMENT
Be focused on
the right
platforms for
your business
goals
Stimulate
dialogue and
social caring
through
contents
Define the tone
of voice and
write your style
guidelines

28. COMMUNITY
MANAGEMENT
LinkedIn
• prospecting
• lead generation
• brand identity reinforce
Twitter
• stakeholders & influencers relationship improving
• customer care & support
• brand identity reinforce
Facebook
• brand awareness & community engagement
• website traffic
• brand identity reinforce

29. COMMUNITY
MANAGEMENT
Character/Persona
Professional and
authoritative
Tone
Personal and
technical
Language
Insider
Purpose
Educate, build trust,
thought leadership
Brand
Voice

30. MEASUREMENT

31. Awareness >
reach, impression, website
traffic, % new visitor, video
views

32. Connection >
fan/follower, % returning
visitor, average session
duration, bounce rate

33. Prospecting >
n° lead, landing page
conversion rate

34. Conversion >
n° purchases, sales volume,
average value

35. Customer support >
% enquiries resolution,
average response time,
keywords brand mentions

36. Loyalty >
upselling, average order
value, churn rate, advocacy
and reviews

37. Thought leadership >
brand mentions, sentiment,
online & offline publications

38. MEASUREMENT:
optimization
Set up goals in
Analytics
Integrate your
CRM system with
the online
metrics
Install social
tracking codes
Take advantage
of Google URL
Builder
Choose an
attribution model
Sentiment
analysis through
web monitoring
tools

39. RESOURCES

40. HubSpot Academy:
certification & training
http://academy.hubspot.com/
Kissmetric blog:
analytics & testing
https://blog.kissmetrics.com/
MarketingSherpa:
email marketing & research
http://sherpablog.marketingsherpa.com/
Google Partners:
Analytics & AdWords certificate
https://www.google.com/partners/
Content Marketing Institute:
content marketing
http://contentmarketinginstitute.com/

41. Distilled blog:
SEO
https://www.distilled.net/resources/
Gartner:
research, stats & insights
http://www.gartner.com/marketing/digital/?prm=g
/
HubSpot Marketing blog:
inbound marketing
http://blog.hubspot.com/marketing
Smart Insights:
digital strategy
http://www.smartinsights.com/blog/
Social Media Examiner:
social media marketing
http://www.socialmediaexaminer.com/

42. https://it.linkedin.com/in/federicooliveri/en
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