Creating Content for The Middle Of The Funnel For Lead Nurturing Campaigns

•

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Going beyond the top of the funnel basic content offers, this session will highlight how to progress buyers to richer, more engaging interactions, such as a product demo or trial, to ultimately convert. The session also will highlight the types of content that work for middle of the funnel nurturing campaigns that help move prospects closer to buyers.

Negócios Tecnologia

Creating Content for the
Middle of the Funnel

I’m Jeanne Hopkins.
Nice to meet you.

@jeannehopkins
VP, Marketing @HubSpot

1 The Inbound Marketing Philosophy

2 Telling HubSpot’s Marketing Story

3 White Bread vs. Wheat Bread Leads

4 Measuring Your Marketing

5 Questions

Agenda

For decades, marketing focused
on pushing messages out.

86%
skip TV ads

44%
of direct mail is
never opened

91%
unsubscribe

200m
Say DO NOT CALL

7

Be more
inbound to draw
people in at all
stages of the
sales and
marketing
process.

“Here’s some exceptional
content, useful data &/or
awesome service. Enjoy.”

1 Get Found

73%
of B2B executives use
search engines to find
goods & services for
their business.

1 Get Found

( INBOUND )
MARKETING

2 Convert

3 Analyze

Get Found

73%
of B2B executives use
search engines to find
goods & services for
their business.

10
Beta Customers

2
Leads Per Day

Circa 2007
5
Employees

$x
Small seed investment
by Founder

18

Customers

5961

3855

1150
317
48
3

2006 2007 2008 2009 2010 2011

Wheat Bread Lead Value

VSB Marketer Enterprise Experiments VAR

Demo $22.18 $138.86 $166.06 $29.44 $22.33

Contact Sales $21.72 $80.92 $111.16 $39.99 $27.21

IMA $3.97 $56.09 $67.25 $5.71 $9.75

Free Trial $3.50 $31.27 $21.96 $3.08 $6.50

White Bread $0.42 $6.44 $2.74 $0.44 $0.61

10+ Behavior-Based Lead Nurturing Series

Convert
•  5-7% overall conversion rate
•  1,200 landing pages with 45%
conversion rate
•  Hundreds of social media
messages / month
•  50-90 segmented and targeted
emails / month
•  10+ behavior-based lead nurturing
series
•  Intelligence about lead behavior
drives alerts for sales team
•  10,000 MQLs given to sales each
month

1,200 Landing Pages

45%
conversion rate

Measure each stage
of your sales
& marketing
process.
VISITS

PROSPECTS

LEADS

WO.
LEADS

OPPS

CUST

Drill into each source to diagnose.

Visitors

Leads

Sales

SEO

Social

Media

Measure progress DAILY.

100%

80%
% Progress to Goal

60%
Actual
Goal
40%

20%

0%
21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0

Business Days Left in Month

1 What does Your Wheat Bread Look Like?

2 How Much are Those Leads Worth?

3 Develop Calls-to-Action

4 Use All Available Real Estate

5 Measure and Report

Summary

+ +
You can do
marketing
this way.

+ +

+
SEO Consultants

Or you
All-in-One
can do
Marketing Software marketing
this way.

51

Search Engine
Optimization

Blogging &
Social Media

Lead
Generation

Lead
All-in-One Management

Marketing Software
Email &
Automation

Marketing
Analytics

52

3
days
2000 7 50+ 6
breakout inspiring
15
small
0
reasons
inbound learning sessions keynotes group not to
marketing tracks workshops GO!
professionals

Get

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Creating Content for The Middle Of The Funnel For Lead Nurturing Campaigns

1. Creating Content for the Middle of the Funnel

2. I’m Jeanne Hopkins. Nice to meet you. @jeannehopkins VP, Marketing @HubSpot

3. 1 The Inbound Marketing Philosophy 2 Telling HubSpot’s Marketing Story 3 White Bread vs. Wheat Bread Leads 4 Measuring Your Marketing 5 Questions Agenda

4. Inbound Marketing Philosophy

6. For decades, marketing focused on pushing messages out.

7. 86% skip TV ads 44% of direct mail is never opened 91% unsubscribe 200m Say DO NOT CALL 7

8. Be more inbound to draw people in at all stages of the sales and marketing process. “Here’s some exceptional content, useful data &/or awesome service. Enjoy.”

9. Renting an Audience…

10. ...vs Building Assets

11. How Inbound Marketing WORKS.

12. 1 Get Found 73% of B2B executives use search engines to find goods & services for their business.

13. 2 Convert

14. 3 Analyze

15. 1 Get Found ( INBOUND ) MARKETING 2 Convert 3 Analyze

16. HubSpot Marketing Story

17. Get Found 73% of B2B executives use search engines to find goods & services for their business.

18. 10 Beta Customers 2 Leads Per Day Circa 2007 5 Employees $x Small seed investment by Founder 18

19. Customers 5961 3855 1150 317 48 3 2006 2007 2008 2009 2010 2011

20. Convert

21. Leads

22. 22

23. White Bread Leads

24. 24

25. Wheat Bread Leads

26. Analyze

27. Wheat Bread Lead Value VSB Marketer Enterprise Experiments VAR Demo $22.18 $138.86 $166.06 $29.44 $22.33 Contact Sales $21.72 $80.92 $111.16 $39.99 $27.21 IMA $3.97 $56.09 $67.25 $5.71 $9.75 Free Trial $3.50 $31.27 $21.96 $3.08 $6.50 White Bread $0.42 $6.44 $2.74 $0.44 $0.61

28. Wheat Bread Leads

29. Wheat Bread Leads

30. Wheat Bread Leads

31. Assessment Offer

32. Free Trial Offer

33. Assessment Offer

34. Assessment Offer

35. Demo Offer

36. 10+ Behavior-Based Lead Nurturing Series

37. Lead Nurturing Emails

38. Convert •  5-7% overall conversion rate •  1,200 landing pages with 45% conversion rate •  Hundreds of social media messages / month •  50-90 segmented and targeted emails / month •  10+ behavior-based lead nurturing series •  Intelligence about lead behavior drives alerts for sales team •  10,000 MQLs given to sales each month

39. 3 Analyze

40. Data is your friend.

41. 1,200 Landing Pages 45% conversion rate

42. 50-90 Targeted eMails/Month

43. Measure each stage of your sales & marketing process. VISITS PROSPECTS LEADS WO. LEADS OPPS CUST

44. Drill into each source to diagnose. Visitors Leads Sales SEO Social Media

45. Set targets for each key metric.

46. Measure progress DAILY. 100% 80% % Progress to Goal 60% Actual Goal 40% 20% 0% 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 Business Days Left in Month

47.

48. 1 What does Your Wheat Bread Look Like? 2 How Much are Those Leads Worth? 3 Develop Calls-to-Action 4 Use All Available Real Estate 5 Measure and Report Summary

49. What is HubSpot?

50. + + You can do marketing this way. + + + SEO Consultants

51. Or you All-in-One can do Marketing Software marketing this way. 51

52. Search Engine Optimization Blogging & Social Media Lead Generation Lead All-in-One Management Marketing Software Email & Automation Marketing Analytics 52

53. 3 days 2000 7 50+ 6 breakout inspiring 15 small 0 reasons inbound learning sessions keynotes group not to marketing tracks workshops GO! professionals Get

54. 25%

55. off

56.

57.

58. the

59. Early

60. Bird

61. Price!

62.

63. COUPON

64. CODE:

65.

66. ImGoing12

67. REGISTER TODAY! http://inbound2012.eventbrite.com/ www.InboundConference.com

68. All-in-One Free Instant Marketing Software Assessment of Your Marketing: http://Marketing.Grader.com Jeanne Hopkins Twitter.com/jeannehopkins Linkedin.com/in/jeannehopkins jhopkins@HubSpot.com www.HubSpot.com 54

Creating Content for The Middle Of The Funnel For Lead Nurturing Campaigns

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