As part of global inbound marketing week 2015, Katapult hosted a free business event at the University of Derby. Titled 'Marketing with a magnet (not with a sledgehammer) the event covered why outbound marketing techniques are no longer effective, and why inbound marketing is the way forward. Our Digital Marketing Director, Martin Broadhurst was the speaker at the event. He shared insights on how to use inbound marketing techniques to draw buyers toward your digital channels where they can learn more about what you offer on their own terms.

1. Template Resources for
Partners
Inbound Methodology Slides
#IMW15

2. The time to change is
now…
#IMW15

3. 1 What is outbound marketing?
2 What is inbound marketing?
3 The philosophy of inbound
4 The methodology of inbound
5 The tools of inbound
6 Additional resource
Agenda
#IMW15

4. What is outbound
marketing?
More luck than judgement?
#IMW15

5. Source: Moz.com

6. Reasons why outbound no
longer works

7. 1. Too many media
messages

8. Not only has the media
landscape grown by type;
each type has grown
exponentially by volume.
#IMW15

9. The proliferation of media.

10. Advertising was
proliferating faster than
laws were implemented
to regulate it, which leads
us to ...
#IMW15

11. 2. Deceptive advertising

13. of consumers need to hear
company claims63% 3-5x before they’ll actually
believe them!
Consumers are accustomed to false claims
and deceit in advertising, so even when
clever ads are seen by consumers, they’re
thought to be dishonest.

14. Interruption
False claims
Over-promising
Under-delivering
Brand egocentrism
Exploitation
Lawsuits
This
changed
everything.
#IMW15

15. 3. Technology has
empowered the
consumer

16. Consumers gained access to tools
and information that enabled them
to dodge interruptive brand
messages and instead seek out
information when they’re ready.
Technology has empowered the consumer

17. Caller id
PVRs
The do not call list
Spam software
Broadband internet
Smartphones
Social media
This
Changed
Everything.
#IMW15

20. What is Inbound
Marketing?

21. Instead of buying ads, buying email
lists, or cold calling, inbound
marketing focuses on creating
educational content that pulls people
toward your website where they can
learn more about what you sell on
their own accord.
#IMW15

22. Inbound is an approach to marketing that reaches
today’s consumer.
Understand what
content pulls your
buyers through the
sales funnel, and use
that context to
personalize your
marketing at scale.
Get found by qualified
leads online with
content (website
pages, blog articles,
social messages)
optimized for search
and social media.
#IMW15

23. Inbound marketing
in a nutshell:
Market with a magnet,
not a sledgehammer.
#IMW15

24. Why does inbound
marketing work?

25. Pre-internet.
• Buyer: relatively uninformed.
• Buyer journey: linear.
• Marketing playbook:
interrupt (cold calls and
advertising).
Think about it.
Today.
• Buyer: well-informed.
• Buyer journey: fluid and
random. Starts with google.
• Marketing playbook: thought
leadership through content
creation.
#IMW15

26. By aligning the content you publish
with your customer’s interests, you can
earn permission to market to prospects
that you can convert into leads, close
into customers, and delight to the point
they come promoters of your brand.
Earning your buyers’ trust
#IMW15

27. How does inbound work?

28. The methodology
facilitates the buyer
journey through the sales
funnel – from strangers to
promoters of your brand.
#IMW15

29. #IMW15

30. Fundamentals of inbound
marketing #1 …
Focus on your business goals

31. Top line goal:
£12,000 in new business
Average order value:
£2,000
Current lead to customer conversion:
10%. Example: 100 leads = 10 customers
Current website visitor to lead conversion
1.5% Example: 1000 hits = 15 leads
Monthly
Targets
4000
visitors
60
leads
6
customers
Align activity to your business goals and
objectives

32. Fundamentals of inbound
marketing #2 …
Don’t lose sight of your audience

33. Align activity to
your buyer
personas

34. Sample Sally
• The following slides are based on the buyer persona for a fictional software
company and are purely illustrative.
BACKGROUND
• Head of Human Resources
• Worked at the same company for 10 years; worked her way
up from HR Associate
• Married with 2 children (10 and 8)
DEMOGRAPHICS
• Skews female
• Age 30-45
• Dual HH Income: £100,000
• Suburban
IDENTIFIERS
• Calm demeanor
• Probably has an assistant screening calls
• Asks to receive collateral mailed/printed

35. Sample Sally
GOALS
Keep employees happy and turnover low
Support legal and finance teams
CHALLENGES
Getting everything done with a small staff
Rolling out changes to the entire company
HOW WE HELP
Make it easy to manage all employee data in one place
Integrate with legal and finance teams’ systems

36. Sample Sally
REAL QUOTES
“It’s been difficult getting company-wide adoption of new
technologies in the past.”
“I don’t have time to train new employees on a million
different databases and platforms.”
“I’ve had to deal with so many painful integrations with
other departments’ databases and software.”
COMMON OBJECTIONS
I’m worried I’ll lose data transitioning to a new system.
I don’t want to have to train the entire company on how to
use a new system.

37. Sample Sally
MARKETING MESSAGING
Integrated HR Database Management
ELEVATOR PITCH
We give you an intuitive database that integrates with your
existing software and platforms, and lifetime training to
help new employees get up to speed quickly.

38. Fundamentals of inbound
marketing #3 …
Not all buyers are ready to buy

39. Along the top are the four actions (Get found, engage, convert
analyse) companies must take in order to obtain visitors, leads, and
customers.
The inbound methodology
#IMW15

40. Tools to attract strangers to your site
include:
• Blogging
• Social media
• Keyword optimization
• Site pages
Step 1: Get Found
Attract strangers and turn them into website visitors.

41. We’re going to take a
moment to emphasise
the importance of
blogging because it’s that
important ...
#IMW15

42. Companies blog because
it’s one of the most
effective ways to attract
potential customers to
your site.
#IMW15

43. The average company that
blogs generates:
Seriously. Blogging works.
Source: HubSpot
55% 97% 434%
more indexed
pages
more website
visitors
more inbound
links
#IMW15

44. Companies that blog generate 126%
more leads than those that don’t.
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
Blog No blog
AverageMonthlyLeadGrowth
Source: HubSpotSurvey N = 2,300

45. Source: HubSpot
Blogging is regularly linked to higher ROI.

46. Blogging Do’s and Don’ts
Do
Add a keyword to every blog title
Add an image to every blog
Add a call-to-action to every post
Keep your buyer persona in mind when
writing
Share your articles across your social
media accounts a few times
Make sure your blog subscribers
receive an email update
Don’t
Write short, low quality articles
Write exclusively about company news
Keep telling people how brilliant your
products and services are
Copy and paste other people’s articles

49. Blogging isn’t the only
tool that effectively
attracts customers to
you, though.
#IMW15

50. You must share remarkable
content and valuable
information on the social
web, engage with your
prospects, and put a human
face on your brand.
You need to be active on social media
too…

52. Consider your audience
Relevant content + right channel + right time
#IMW15

53. Consider your goals
Goals =Traffic, leads and sales
Social is a good source of leads
Regularly share links to landing pages

54. Don’t be boring…Visual engages
Posts with visuals receive 94% more page visits and engagement.
Visual data is processed much faster by the brain than text is.
More than 75% of brand posts shared on Facebook are photos.

55. You need to carefully, analytically pick
keywords, optimize your pages,
create content, and build links around
the terms your ideal buyers are
searching for.
You should create content around
targeted keywords as well.
#IMW15

56. Search engines and users like
frequently updated websites, so you
need to transform your site into a
beacon of helpful, fresh, and
optimized pages to appeal to your
ideal buyers without having to rely
on IT.
Keep your website fresh

57. Now, what tools do you
use to turn traffic into
leads?

58. Tools to convert visitors into leads
include:
• Premium content
• Calls-to-Action
• Landing Pages
• Contacts Database
Step 2: Engage
Convert website visitors into leads.

59. Premium content development

60. Align to your buyer personas:
• Pain points
• Solutions
• Evidence
• The Sell

61. Calls-to-action (CTAs) are buttons or links that encourage your visitors to
take action, like “download a whitepaper” or “attend a webinar.” If you
don’t have CTAs or if they aren’t enticing enough, you won’t generate
leads.
Entice your visitors to claim an offer
with calls-to-action.

63. When a website visitor clicks on a
CTA, they should then be sent to a
landing page where the offer in the
call-to-action is fulfilled, and where
the prospect submits information
that your sales team can use to begin
a conversation with them.
Drive visitors to landing pages where
they can become leads.
#IMW15

64. Landing page best practices
Do
Use clear, compelling headings
Explain the value of the offer to your
persona
Include images
Include social sharing links
Capture details using a form
Don’t
Include navigation away from the page
Write in large paragraphs of text
Add too many fields on your form
Use jargon or generic ‘submit’ buttons
#IMW15

65. Bad landing page

67. Keep track of the leads you're
converting in a centralized marketing
database so you can make sense out
of every interaction you’ve had with
your contacts – be it through email, a
landing page, or social media.
Utilise your CRM and collect data to hone your
activities

68. What tools do you use to
turn leads into
customers?
#IMW15

69. Tools to convert leads into customers
include:
• MarketingAutomation
• Email marketing
Step 3: Convert
Close leads into customers through lead nurturing.

70. What if a visitor clicks on your CTA
and fills out a form on a landing page
to download a whitepaper, but still
isn’t ready to become a customer?
Nurture them with a series of emails
focused on useful, relevant content
until they’re ready.
Send targeted emails to leads to
pull them through the sales
funnel.

71. #IMW15

72. If a visitor downloaded a whitepaper
from you in the past, you might want
to send that lead a series of related
emails. But if they follow you on
twitter and visited certain pages on
your website, you might want to
tailor the messaging.
Go beyond email by using automation informed by
context and lifecycle.

73. The Do’s and Don’ts of marketing
automation
Do
Understand that marketing
automation is a technology, not a
strategy
Take advantage of automation
technology to build lead nurturing
workflows
Automate email communications
especially from your sales team
Make sure you’re collecting enough of
the right data to make automation
really work for you
Don’t
Overlook all the things that can be
automated and what you can gain
from an automation process
Don’t automate the wrong things
Don’t send generic email
communications
Forget to align your automation
strategy to your persona
#IMW15

74. Tools to analyse results include
• Analytics
• CRM
• Closed loop reporting
Step 4: Analyse
Measure and improve

75. Know which marketing efforts are
bringing in the best leads and
whether your sales team is focused
on the most qualified leads by
integrating with your customer
relationship management (CRM)
system.
Links marketing with sales. /
Sales & marketing alignment
Close the loop by integrating your marketing tools
with your CRM.

76. Treat people like people and earn
trust by using smart content and
personalisation tokens to create a
tailored experience based on
prospects’ needs across all of your
marketing channels – from CTAs to
email to landing pages.
Keep the cycle going by continually
nurturing with personalised content.

77. To recap…
Here’s how the inbound
methodology and tools all
come together.
#IMW15

78. 1) GET FOUND:
TRAFFIC GENERATION
2) ENGAGE: GET LEADS
3) CONVERT: GET CUSTOMERS
4) ANALYSE: OPTIMISE
Create blog content, search engine optimize (SEO) that
content, and promote it on social media sites.
Place calls-to-action throughout your website, blog, social
accounts, and email to drive visitors to landing pages with
forms.
Send leads targeted, automated emails to drive them through your buying
cycle. Provide your sales team with lead intelligence for more effective
sales calls.
Analyse the success of your marketing campaigns, and determine which areas
need further optimisation or personalisation for future success.

79. Does it work? Absolutely.
300% increase
in organic
traffic
100% social
audience
growth
2500%YOY
social traffic
increase
100% increase
in leads

80. 5
Finally....
Tweet about the event using the hashtag
#IMW15
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