3 out of 4 Inbound Marketers are embracing Inbound Marketing worldwide. While this is great news, this also means it becomes harder and harder to stand out. Here are five ways you can leverage in 2016 and beyond to separate yourself from the rest of the pack to achieve a significant and long-term competitive advantage: 1) Growth Driven Design 2) Contextual Marketing 3) Marketing Automation 4) Email Marketing 5) Sales and Marketing Alignment The link to the recording can be found here: http://info.3pcreativegroup.com/live-webinar-5-trends-that-will-drive-marketing-in-2016

1. 5 Trends That Will Drive
Marketing Success in 2016

2. Introductions
Hannah Eisenberg
Chief Inbound Marketing Strategist
Dani Carlo
Inbound Marketing Consultant

3. 3 out of 4 marketers
worldwide embrace
Inbound Marketing.

4. Demonstrating ROI is the #1 challenge
Senior executives favor
inbound more than managers.
Our data showed that the farther
you advance in your company,
the more likely it is you’ll favor
inbound approaches.
Leading marketers let results
drive decisions.
Top marketers realize that
inbound is a long game. If you
get off to a slow start, you
shouldn’t back off. In fact, you
might consider doubling down.

5. Content vs. Context

6. framework

7. 1) Growth-Driven Design - UX In Context
(Function)
In 2016, leaders will
understand and
anticipate individual
needs to deliver
personalized
experiences, sharply
increasing their lead in
the market. (Forrester)
Every $1 invested in user
experience will bring $2
to $100 in return.
(UserTesting)

8. Growth-Driven Design: 83% Increase In Traffic & Better Quality Leads

9. Do Don’t
● GDD + Inbound = Super Powers!
● Hire a pro with extensive UX experience
● Map out your strategy for the next three years
● Brainstorm a wishlist of all the things you
could ever want in a website, with a focus on
functionality, SEO and lead-generation.
Prioritize.
● User testing, surveys & interviews
● Build “Launchpad” website (80/20 rule)
● Work through rest of the list to improve SEO,
style, usability, stickiness, and lead-generation
● Monthly smaller fee
● Don’t just hire the cheapest gun.Your website is
your best business development asset working
24/7 for you.
● Don’t let it sit there. Google, and all search
engines, love continous updates! It shows that
you care.
● Don’t base your website on the fanciest new
trend out there. Sliders, for example, are almost
never a good idea from the user’s perspective.
● User testing can be scary. Don’t shy away from it -
you are building something that you expect
people to use - make sure, they can!

10. 2) Contextual Marketing - UX In Context (Content)
Contextual marketing personalizes a user's
experience on your website based on who
they are and what they're looking for.
What It Is:
● Cutting Edge Marketing
● Highly personalized, targeted approach-
personalize everything from emails, to
blogs, and your website
● The practice of personalizing your
business to your audience based on who
they are and what they want, need, or do

11. Better user experience = Happier Visitors

12. Do Don’t
● Use Contextual Marketing strategically
● Put yourself in your user’s shoes. How can you
improve their user experience / solve their
problems?
● Leverage your buyer persona and Growth
Driven Design knowledge wherever possible.
● Use it to shorten navigation paths (customers
will need to see different information than
new visitors)
● Improve conversions (e.g., Substitute CTA)
● Don’t be big brother! Visitors can become a bit
freaked out if we display too much
● Don’t try to make everything contextual - be
smart about it.
● Don’t forget about user testing.

13. 3) Marketing Automation: 96% of visitors that come
to your website are not ready to buy
Marketing automation
allows you to nurture your
leads through the entire
buying process, delivering
highly-targeted,
personalized messages
that address their specific
barriers to purchase.

14. Marketing Automation: Workflows

15. Do Don’t
● Integrate marketing automation with you
inbound marketing strategy
● Send highly-targeted and specific content to
a narrowed audience
● Set up customer engagement campaigns to
keep your current customers happy and
coming back for more
● Earn the right to communicate with your
email marketing list and then continue to
build trust.
● Always follow Spam laws and allow people
to opt out of communication with you
● Blast or broadcast general messages
● Forget about your customers
● Use Purchased Lists

16. 4) Email Marketing
● Email marketing offers the best
ROI: 4,300% according to the
Direct Marketing Association
● It's easy to tap into the
exponentially growing mobile
market
● Checking emails is one of the
most popular uses for
smartphones
● An estimated that 91% of
consumers check email at least
once a day
● Email seamlessly integrates with
other marketing strategies

17. Do Don’t
● Make promises you can't keep. If you
promise a weekly blog post, make sure
you have the capacity to do so.
● Send out emails to a list using the cc:
function
● Send before thorough review! Broken links
or typos can seriously affect future open
rates.
● Don’t send emails with just an image.
Make it actionable.
● Personalize. HubSpot’s personalization
tokens such as the recipient's name go a
long way.
● Keep your content fresh and relevant.
● Keep messages short and clear.
● Link directly to content you refer to.
● Track links and other campaign activity.
● Test and adjust as needed.

18. 5) Inbound Marketing Success Requires Company-
wide Commitment - Yes, Even From Sales.
The most successful marketing organizations
launch a balanced attack on churning out
compelling content.
In particular, organizations that saw an increase
in ROI from 2014 to 2015 were more likely to
employ both staff writers and guest
contributors in their content creation efforts
than their less successful peers.

19. At Yale Appliance, creating content for everyone is
mandatory!
Shared with permission from The Sales Lion.

20. Tips for Accomplishing Sales
and Marketing Alignment
● Hold a marketing & sales alignment workshop to get everyone on board.
● Sign a formal Service Level Agreement with Sales.
● Have an established content creation process in place (e.g., hold
brainstorm sessions at regular meetings)
● Use a shared Google document to collect ideas and references team
email alias to collect blog ideas.
● Coordinate your content marketing campaigns with Sales.
● Get sales involved in social media.
● Make yourself (or another marketer) available for calls and facilitate
training if needed.

21. Questions?