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www.digital22.com
Inbound Marketing
and HubSpot
A quick intro...
● My name is Rikki Lear
● I am a Director at Digital 22
● Been working in digital marketing for 10 years
● Digital 22 is an inbound marketing agency and a HubSpot Platinum Partner
Agenda
● What is inbound marketing?
● Where does HubSpot come in?
● How to get started
○ Strategy
○ Tactics
www.digital22.com
What is inbound?
Consumers have changed...
The internet has changed the customer buying
journey by putting the power in their hands.
The customer is now more empowered and isn't as
persuaded by interruptive marketing tactics.
Consumers have changed (the stats)...
44% of direct mail is never opened86% skip TV commercials
200 million say “Do Not Call” 2 million PAY to skip ads
89% of all ads are ignored, and only 3% are liked
How has that impacted marketing?
PRE-INTERNET.
● Buyer: Relatively uninformed
● Buyer Journey: Linear
● Marketing Playbook: Interrupt (cold calls & advertising)
TODAY.
● Buyer: Well-informed
● Buyer Journey: Fluid and random. Starts with Google
● Marketing Playbook: Thought leadership through content
creation
How has that impacted marketing?(An example)
Transform your marketing...
● 61% of people research products and
services online
● 46% of people read blogs more than once a
day
● Today, 57% of the sales cycle is complete
before a prospect reaches out to a sales
rep
● That’s why inbound leads have a close rate
of 14.6% while outbound leads have a
close rate of 1.7%
The solution? The inbound methodology
Does it work?
Does it work?
Big budget or small,
everyone gets big
returns from inbound
Inbound is the dominant marketing strategy for companies
with fewer than 200 people...
Which channel
has the higher
return
www.digital22.com
HubSpot?
Traditional marketing automation software
doesn’t address your whole marketing funnel.
It only serves specific
parts of the funnel...
Strangers
Visitors
Leads
Customers
Traditional email marketing / marketing
automation tools (like Eloqua or MailChimp)
Inbound marketing and HubSpot
HubSpot -
reporting and
analytics
● Closed loop reporting
● See a contacts every interaction with your
marketing
● Provide them with personalised content based
on these interactions
● Compare channels by traffic, leads and
customers - right down to the people
● Prove your marketing ROI (from the earliest
touchpoint)
The HubSpot Growth Stack
HubSpot
Marketing
HubSpot
Sales
HubSpot
CRM
BRING YOUR TEAM, TOOLS,
AND DATA TOGETHER, ALL IN
ONE PLACE.
HubSpot Marketing is everything
you need to increase traffic,
convert leads, and prove ROI –
backed by a team that helps you
grow.
SELL IN AN EFFICIENT,
MODERN, HUMAN-FRIENDLY
WAY.
HubSpot Sales brings useful
information about the contacts
and companies you interact with
right to your inbox. Time saving
productivity tools help you sell in
an efficient, modern way.
THE-EASY-TO USE FREE CRM
SYSTEM YOUR SALES TEAM
WILL LOVE.
Say goodbye to manual tasks and
confusing features. HubSpot
CRM is a real, free CRM system
that organizes every detail about
your contacts and customers in a
single place.
www.digital22.com
How to get started
All starts with marketing to sales funnel
Visitors Contacts Leads Proposals Customers
Inbound marketing and HubSpot
Building the funnel
● Company growth goal is £2m
● Want to achieve this in 3 years
● Lifetime value of customer is £18.5k
● Therefore we need 108 customers
● Equals 3 customers per month
● Work back up to proposals, leads, contacts, visitors
● Will be very different for every business
● Now you have to figure out how to achieve each segment of the funnel...
Visitors
Contacts
Leads
Proposals
Customers
6340
190
31
3%
143
75%
93
65%
32%
Buyer personas
● It will help will all the elements to come
● Improves understanding of your market
● Focus your content to the right audience
● What to include...
3%30%67%
www.digital22.com
Tactics
Inbound marketing and HubSpot
Traffic to reality
(Attract)
First task:
● Keyword research
Four key ways:
● SEO
● Blogging
● Social
● Paid
Content
Awareness Consideration Decision
Blogs
eBooks
White papers
Research reports
Podcasts
Lists
How to’s
News
Comparison guides
Video
FAQs
Q&A
Interviews
Pros and Cons
Case studies
Trials
Demos
Product / service literature
Vendor comparisons
Benchmarks
Reviews
Testimonials
Getting the leads (convert)
Marketing can help sales
(close)
● Qualifying via marketing
○ Not wasting sales time
● Marketing CRM
○ Providing data to sales
○ Context
● Automation / lead nurturing
Thank you...
● Any questions?
● Download the inbound strategy starter pack
○ Marketing to sales funnel
○ Persona worksheet
○ Buyer's journey template
○ Workflow planner
● https://www.digital22.com/inbound-starter-pack

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Inbound marketing and HubSpot

  • 2. A quick intro... ● My name is Rikki Lear ● I am a Director at Digital 22 ● Been working in digital marketing for 10 years ● Digital 22 is an inbound marketing agency and a HubSpot Platinum Partner
  • 3. Agenda ● What is inbound marketing? ● Where does HubSpot come in? ● How to get started ○ Strategy ○ Tactics
  • 5. Consumers have changed... The internet has changed the customer buying journey by putting the power in their hands. The customer is now more empowered and isn't as persuaded by interruptive marketing tactics.
  • 6. Consumers have changed (the stats)... 44% of direct mail is never opened86% skip TV commercials 200 million say “Do Not Call” 2 million PAY to skip ads 89% of all ads are ignored, and only 3% are liked
  • 7. How has that impacted marketing? PRE-INTERNET. ● Buyer: Relatively uninformed ● Buyer Journey: Linear ● Marketing Playbook: Interrupt (cold calls & advertising) TODAY. ● Buyer: Well-informed ● Buyer Journey: Fluid and random. Starts with Google ● Marketing Playbook: Thought leadership through content creation
  • 8. How has that impacted marketing?(An example)
  • 9. Transform your marketing... ● 61% of people research products and services online ● 46% of people read blogs more than once a day ● Today, 57% of the sales cycle is complete before a prospect reaches out to a sales rep ● That’s why inbound leads have a close rate of 14.6% while outbound leads have a close rate of 1.7%
  • 10. The solution? The inbound methodology
  • 11. Does it work? Does it work?
  • 12. Big budget or small, everyone gets big returns from inbound
  • 13. Inbound is the dominant marketing strategy for companies with fewer than 200 people... Which channel has the higher return
  • 15. Traditional marketing automation software doesn’t address your whole marketing funnel.
  • 16. It only serves specific parts of the funnel... Strangers Visitors Leads Customers Traditional email marketing / marketing automation tools (like Eloqua or MailChimp)
  • 18. HubSpot - reporting and analytics ● Closed loop reporting ● See a contacts every interaction with your marketing ● Provide them with personalised content based on these interactions ● Compare channels by traffic, leads and customers - right down to the people ● Prove your marketing ROI (from the earliest touchpoint)
  • 19. The HubSpot Growth Stack HubSpot Marketing HubSpot Sales HubSpot CRM BRING YOUR TEAM, TOOLS, AND DATA TOGETHER, ALL IN ONE PLACE. HubSpot Marketing is everything you need to increase traffic, convert leads, and prove ROI – backed by a team that helps you grow. SELL IN AN EFFICIENT, MODERN, HUMAN-FRIENDLY WAY. HubSpot Sales brings useful information about the contacts and companies you interact with right to your inbox. Time saving productivity tools help you sell in an efficient, modern way. THE-EASY-TO USE FREE CRM SYSTEM YOUR SALES TEAM WILL LOVE. Say goodbye to manual tasks and confusing features. HubSpot CRM is a real, free CRM system that organizes every detail about your contacts and customers in a single place.
  • 21. All starts with marketing to sales funnel Visitors Contacts Leads Proposals Customers
  • 23. Building the funnel ● Company growth goal is £2m ● Want to achieve this in 3 years ● Lifetime value of customer is £18.5k ● Therefore we need 108 customers ● Equals 3 customers per month ● Work back up to proposals, leads, contacts, visitors ● Will be very different for every business ● Now you have to figure out how to achieve each segment of the funnel... Visitors Contacts Leads Proposals Customers 6340 190 31 3% 143 75% 93 65% 32%
  • 24. Buyer personas ● It will help will all the elements to come ● Improves understanding of your market ● Focus your content to the right audience ● What to include...
  • 28. Traffic to reality (Attract) First task: ● Keyword research Four key ways: ● SEO ● Blogging ● Social ● Paid
  • 29. Content Awareness Consideration Decision Blogs eBooks White papers Research reports Podcasts Lists How to’s News Comparison guides Video FAQs Q&A Interviews Pros and Cons Case studies Trials Demos Product / service literature Vendor comparisons Benchmarks Reviews Testimonials
  • 30. Getting the leads (convert)
  • 31. Marketing can help sales (close) ● Qualifying via marketing ○ Not wasting sales time ● Marketing CRM ○ Providing data to sales ○ Context ● Automation / lead nurturing
  • 32. Thank you... ● Any questions? ● Download the inbound strategy starter pack ○ Marketing to sales funnel ○ Persona worksheet ○ Buyer's journey template ○ Workflow planner ● https://www.digital22.com/inbound-starter-pack