The document discusses inbound marketing methodology which focuses on attracting and engaging potential customers through helpful content rather than interruptive ads. It describes lead generation through content like ebooks and webinars to attract visitors and convert them into leads. It also discusses lead nurturing by collecting user information through forms integrated with email marketing services and marketing automation systems, then sending personalized emails to qualified leads who are not yet ready to purchase. The goal is to move leads through the buyer's journey from initial research to purchase decision.

1. WELCOME.

2. Agenda
• INBOUND METHODOLOGY
• LEAD GENERATION
• LEAD NURTURING
• COLLECTING USER INFORMATION

3. Inbound Methodology

4. Consumers
are sick of
marketing
interruptions.

5. 86%
skip TV ads
91%
unsubscribe
44%
direct mail is
never opened
200m
on DO NOT
CALL list

6. INBOUND METHODOLOGY

7. Lead Generation

8. The process of attracting visitors
and converting them to leads and
potentially to customers
DEFINITION

9. INBOUND METHODOLOGY

10. 2 Call-to-Action 3 Landing Page 4 Thank You Page1 Offer
CONVERSION PROCESS

11. 1. OFFER

12. Analyst reports
Research reports
eGuides & eBooks
Editorial content
Expert content
White papers
Educational content
Comparison guides
Expert guides
Live interactions
Webcast/podcast
Product comparison
Case studies
Trial download
Product literature
Live demo
THE BUYER’S JOURNEY
Prospect is experiencing
and expressing symptoms
of a problem or
opportunity. Is doing
educational research to more
clearly understand, frame, and
give name to their problem.
Prospect has now clearly
defined and given a name to
their problem or opportunity.
Is committed to researching and
understanding all of the available
approaches and/or methods to
solving the defined problem or
opportunity.
Prospect has now decided on
their solution strategy, method,
or approach. Is compiling a long
list of all available vendors and
products in their given solution
strategy. Is researching to whittle
the long list down to a short list and
ultimately make a final purchase
decision.

13. The sole purpose of a call-to-action is
to drive traffic to a landing page.
1. CALL-TO-ACTION

14. 3. LANDING PAGES

15. 3. THANK YOU PAGES

16. Owned
Earned
Paid
MEDIA
PROMOTE CONTENT

17. Lead Nurturing

18. 50% of leads are qualified but
not yet ready to buy.
(Source: Gleanster Research)

19. Personalized emails improve
click-through rates by 14%.
Source: The Aberdeen Group

22. Collecting Information

23. Connecting
your
WordPress
forms to
Email
marketing
services
Gravity Forms
Contact Form 7
Ninja Forms
WP Forms
Formidable

24. BUILD LISTS OR
INTEREST GROUPS IN
YOUR EMAIL SYSTEM
CONNECT YOUR EMAIL
SYSTEM ACCOUNT TO
YOUR FORMS
CONDITIONAL LOGIC
FOR INTEST GROUPS
INCLUDE
SUBSCRIBE/OPT-IN

25. Other
lead
collection
methods
•Email system native forms
•Bloom from Elegant Themes
•Hubspot’s free marketing platform

26. Marketing
Automation
Systems
• Hubspot
• Marketo
• SharpSpring
• Pardot
• Inbound Now
• Mailchimp

27. Marketing
Automation
Systems
• Hubspot
• Marketo
• SharpSpring
• Pardot
• Inbound Now
• Mailchimp

28. Marketing
Automation
Systems
• Hubspot
• Marketo
• SharpSpring
• Pardot
• Inbound Now
• Mailchimp

29. Marketing
Automation
Systems
• Hubspot
• Marketo
• SharpSpring
• Pardot
• Inbound Now
• Mailchimp

30. QUESTIONS.