Liverpool HubSpot User Group Slides from our March event. Topics include:
"How & What to Consider for a Successful
Inbound Campaign"
"A Tactical Approach to Attracting Strangers on Social Media"
"Turn your website into a converting machine"
3. @LiverpoolHUG #LiverpoolHUG
Who are we?
Stewart Bennett
Digital Marketing Executive
@stewart_bennett
Chris Roche
Growth Marketing Manager
@CR_instinctive
5. @LiverpoolHUG #LiverpoolHUG
What is a H.U.G?
A HubSpot User Group is a meet-up
bringing together:
• HubSpot customers
• Non HubSpot customers
• Inbound Marketers
23. @LiverpoolHUG #LiverpoolHUG
Why?
You don’t need to build
Consideration and Decision
Stage Offers and lead nurturing
for every campaign.
Takeaway:
Build a static funnel and focus
on driving traffic into that funnel.
25. @LiverpoolHUG #LiverpoolHUG
Persona A
What Lives Inside?
Awareness Stage Lead Nurturing
Consideration Stage Blog Posts
Consideration Stage Content Offers
Consideration Stage Lead Nurturing
Decision Stage Content Offers
Decision Stage Lead Nurturing
Decision Stage Web Pages
Sales Team Sequences
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Offer
1
Persona A
Funnel
Persona B
Funnel
Persona C
Funnel
Best Describes Me Offer
2
Best Describes Me
Offer
3
Best Describes Me
Offer
4
Best Describes Me
Offer
5
Best Describes Me Content
offers can
change,
but the
forms stay
the same.
Inbound Funnel:
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Awareness Stage List (Lead Score 1-15)
Consideration Stage List (LS 15-25)
Decision Stage (LS 25-35)
5 5 7 9 11 13
24 21 18 16
28 32
Backburner List (LS 1-15)
Backburner List (LS 15-25)
13
17
Awareness
Stage Form
Backburner (LS 25-35)
26
Sales
Qualified
81. “
There is no conversion strategy without a content strategy, no content
strategy without a clear buyer persona definition and a mapped out
buyer’s journey.
@LiverpoolHUG #LiverpoolHUG
82. of B2B marketers say they don’t
have a documented content
marketing strategy.
68%
@LiverpoolHUG #LiverpoolHUG
83. The more VALUE you give, the more you’ll get back.
@LiverpoolHUG #LiverpoolHUG
84. Current performance
Visitor to Lead %
Lead to Customer %
Actual MQLs & SQLs
2. Benchmark & Set Goals
Set SMART goals:
“By the end of June, we aim
to increase the overall
visitor to lead conversion
rate by 20%, going from
100 to 120 leads a month”
@LiverpoolHUG #LiverpoolHUG
104. @LiverpoolHUG #LiverpoolHUG
Register for the June HUG…
Visit bit.ly/junehug to register
Our next HUGs:
• Wednesday 7th June
• Wednesday 6th September
• Wednesday 25th October