11. What should marketers do?
1 . W e m u s t c r e a te a p a th o f v a l u a b l e c o n te n t th a t h e lp s
th e b u y e r m o v e a l o n g th e b u y e r ’ s j o u r n e y .
2 . W e n e e d to o w n th e d i g i ta l c h a n n e l s w h e r e th i s
c o n te n t i s s to r e d .
3 . W e m u s t c r e a te a c o n v e r si o n s tr a te g y th a t ta k e s th e
p r o s p e c t fr o m b e i n g s u p e r fi c i al l y i n te r e s te d to b e c o m i n g
i n c l i n e d to b u y .
4 . W e n e e d to c o l l e c t r e a l ti m e u s e r b e h a v i o r d a ta a n d
u s e i t to c o n n e c ti n g w i th o u r ta r g e t a u d i e n c e i n a
r e l e v a n t a n d ti m e l y m a n n e r .
5 . T o a c c o m p l i s h a l l th i s w e n e e d a C D P a n d to e n s u r e
a l i g n m e n t b e tw e e n m a r k e ti n g a n d s a l e s
12. KPI Criteria CR Target
Measuring
method
Owner
Visitor Has seen a page or a blog post 220 000 Visits Marketing
Lead Has subscribed to blog or downloaded content 1,8 % 5 760
Marketing
Dashboard
Marketing
MQL
Has returned to us. Not disqualified (i.e. student,
competitor or small business)
40 % 2 304
List: New
MQLs
Marketing
SQL Interested in us. Interesting to us. 13 % 304
List: New
SQLs
Marketing
Opportunity
Booked a meeting with decision maker (the right
persona)
40 % 128
CRM View:
New deals
Sales
Offer Sent offer in writing 50 % 67
CRM View:
New offers
Advisor
Customer Made retainer deal 40 % 23
CRM View:
New
customers
Advisor
S A L E S A N D M A R K E T I N G A L I G N M E N T 2 0 1 9
( M A R K E D S P A R T N E R )
17. A globally adopted marketing strategy
6200 respondents
99 countries
20% have >200 employees
40% have <10 employees
1/3 have marketing budgets > EUR 80 000
43% are in some way affiliated with HubSpot
18. “Proper” inbound?
36% of Nordic CMOs in large
corporations say they have
invested in inbound marketing
and corresponding martech.
19. – H U B S P O T
«Inbound marketing is a holistic, data-driven and content-
centric approach to marketing that attracts individuals to
your brand and converts them into lasting and loyal
customers.»
20. HOLISTIC METHOD FOR DIGITAL MARKETING AND SALES AIMED AT
GENERATING LEADS, NURTURING PROSPECTS AND CLOSING
CUSTOMERS:
21. A M A N T R A I N B U S I N E S S S C H O O L :
22. T H A N K S T O « N E W » A N D S O P H I S T I C A T E D
S O F T W A R E W E C A N M E A S U R E E V E R Y T H I N G :
23. W E C A N E V E N T R A C E E V E R Y L E A D B A C K T O I T S
S O U R C E ( A T T R I B U T I O N )
24. A N D W E C A N « D R I L L » D O W N I N T H E D A T A
27. A D A T A - D R I V E N M E T H O D F O R S A L E S A N D
M A R K E T I N G
• Inbound marketing is 100% measurable on a tactical level
• This allows us to make tactical decisions on a «scientific» basis
• We continually monitor goals and KPIs:
• Search performance and organic visibility
• Traffic (sessions/visits)
• Number of leads and SQLs generated
• Cost per lead (per channel/tactic)
• Cost per sale/customer (ROI)
28. WHAT IS QUALITY CONTENT?
USEFUL & HELPFUL NOT SALESY ENTERTAINING
EASY TO READ AND
DIGEST
NOT BRAGGING
PERSONAL AND
AUTHENTIC
ANSWERING
QUESTIONS
VISUALLY
APPEALING
ADDS VALUE IN
AND OF ITSELF
NEWSWORTHY OR
EVERGREEN
SHOWS THE WAY
ALIGNED WITH
BUYER’S JOURNEY
SHAREABLE
PERSONA-
CENTRIC
INSPIRING
35. T H E I N B O U N D - M E T H O D
( S T E P B Y S T E P )
36. T H E I N B O U N D M A R K E T I N G
M E T H O D O L O G Y
37. S T E P 1
A T T R A C T I N G
S T R A N G E R S T O
Y O U R D I G I T A L
C H A N N E L S
38. – L E E F I T Z G E R A L D , H U B S P O T
«Your blog is the hub of your inbound content marketing
engine. When it motors at full speed, you'll find it carries
your entire inbound strategy.»
43. W H A T I S T H E R O I O F B E I N G O N G O O G L E ’ S F I R S T
P A G E ?
3 151
1 328
44. PAID ADS (GOOGLE ADWORDS) CAN BE USED TO
COMPENSATE FOR ORGANIC GROWTH
45. T H O S E W H O S E E K D O F I N D , T H E S A T I S F I E D S H A R E
A N D T H E C U R I O U S D I S C O V E R ( A N D A W A K E ! )
46. E V E N B E T T E R T H A N A « R E T W E E T »
47. 5 STEPS TO ATTRACT VISITORS
1. Decide WHO you want to reach
You will never succeed trying to please everyone.
2. Launch a company blog
Publish content on a regular basis. Answer your audience’s questions, provide solutions to their problems and opportunities and
use their manner of expression and the words they enter into Google.
3. Share your blog articles in social media
In the preferred social networks of your target audiences.
4. Identify where the traffic comes from
and notice what works and not. Google Analytics is free and provides useful data.
5. Be patient
Inbound marketing takes time, perhaps 3-6 months before you see the effect. You can use native advertising and targeted display
ads in social as a gas pedal.
50. – S T I G H A M M E R
«Blogging without a good conversion strategy
is like throwing bait in the ocean without
putting it on a hook.»
51. J U S T A S E F F I C I E N T A S C O L L E C T I N G W A T E R W I T H
A S I E V E
52. W H E N W E F I G U R E D I N B O U N D O U T , T H E R E S U L T S
C A M E :
I 2010-2012 jobbet vi ikke
inbound i det hele tatt.
I 2013 og 2014 hadde vi forstått
inbound på et strategisk nivå,
men hadde ikke et optimalt
verktøy, og blogget kun
sporadisk. Skapte likevel gode
resultater.
Fra og med januar 2015 har vi
jobbet optimalt inbound, både
strategisk og taktisk, basert på
markedets beste verktøy. Resultat:
Ekstrem vekst i trafikk og leads.
0
75
150
225
300
0.
1250.
2500.
3750.
5000.
2010 2011 2012 2013 2014 Jan 2015 Feb 2015 Mar 2015
Leads pr måned Besøk pr måned
53. T R I G G E R A N A C T I O N B Y U S I N G C T A S
1
2
3
57. A C O N T E N T O F F E R C O U L D B E A N Y T H I N G :
58. T H E M O R E C O N T E N T A S S E T S , T H E M O R E L E A D S :
59. 4 S T E P S T O C O N V E R T I N G V I S I T O R S T O L E A D S
1. Create a piece of premium content for your audience
The content offer could be anything, as long as it’s relevant and provides value to your target audience.
Remember: They pay you with their contact information.
2. Present it in an appealing way by using a CTA
You need to speak to their minds and hearts. People judge a book by its cover!
3. Create a landing page for each content offer
Your CTAs must link to this page. The page has only one goal, to make the visitor fill out the form in order to
receive the content offer.
4. Invest in software that can handle leads
HubSpot is a brilliant solution – and they do also have a freemium version.
61. – G L E A N S T E R R E S E A R C H
«50% of potential customers who reach out to you
are qualified, but not ready to make a purchase
decision.»
62. T O M O V E C O N T A C T S F O R W A R D I N T H E I R
B U Y E R ’ S J O U R N E Y , W H A T I S T H E N E X T S T E P
W E W A N T T H E M T O T A K E ?
63. THE CONTACTS IN THE DATABASE ARE TAGGED WITH
THEIR LIFECYCLE STAGE
• Lead
Identified contact. Continue providing quality
content to build profile
• MQL
Not disqualified. Digital behavior indicates
interest. Continue nurturing with more mid-
and bottom funnel content.
• SQL
Interested in us. Interesting to us. Qualified
to be contacted by a sales rep.
• Opportunity
1:1 contact has been established. Can be
transferred to CRM. Needs more information
to make a purchase decision.
• Customer
Keep helping them with valuable content and
excellent customer service, and stimulate to
ambassadorship.
• Ambassador
A customer who is satisfied, who shares our
content and spreads positive WoM.
• Other
64. T H E T H A N K Y O U P A G E – H E R E T H E Y ’ R E A L R E A D Y
P O I N T E D T O T H E N E X T S T E P
65. A U T O M A T E D E M A I L S T R I G G E R E D B Y W O R K F L O W S
W I T H A S P E C I F I C E N D G O A L
Best practice for automated emails to
leads:
1. Add value
2. Add value
3. Soft CTA
4. Hard CTA
5. Goodbye!
When goal is reached, ex. “complete test”,
the person is removed from the workflow
and perhaps enrolled in a new workflow.
66.
67. M O B I L E A N D D E S K T O P N O T I F I C A T I O N S
68.
69. 3 S T E P S T O T U R N L E A D S I N T O C U S T O M E R S
1. Create a lead nurturing workflow for new leads
Use marketing automation to program a series of emails with a clear goal (next step)
2. Keep your leads warm with regular blog posts
Send email notifications to your contacts each time you update the blog. Frequency should be optional:
instant, weekly, monthly
3. Follow up with qualified leads instantly
When a lead has a digital behavior that indicates buying mode, act quickly. Research from MIT reveals that
a response 30 minutes after the initial contact is too late. The odds of winning that deal is 21X greater if you
can reduce response time to a maximum of 5 minutes.
72. S M A R T C T A S I N C R E A S E S C O N V E R S I O N B Y 4 2 %
73. 3 S T E P S T O T U R N C U S T O M E R S I N T O
A M B A S S A D O R S
1. Make sharing your content easy
Include a social sharing feature on all your digital channels. Even emails should have a «tell a friend»-button.
2. Be present and engaged in social media
Say thank you if someone leaves feedback. Reply in a constructive and polite manner if you get critical
questions. Not responding in a timely and polite manner is a huge turn off for your followers.
3. Use smart content
Bu using HubSpot or equivalent software, you can tailor your content to the type of person visiting your
homepage or blog. It increases user experience and the conversion rate.
74.
75.
76.
77.
78. E R L E N D F Ø R S U N D
Thank you for your attention!
Notas del editor
We ignore or skip TV commercials, escaping to our second screen
We don’t answer the phone if we don’t know who’s calling, so selling to us on the phone is harder than ever
We open our direct mail over the paper bin, or we just don’t open it
We ignore banner ads on news sites, and only click them by mistake
We install AdBlock software, even versions that replace ads with pictures of kittens
I remember when my wife and I (back in 2006) went out to buy a kitchen stove.
That was in the early days of the Internet (10 years for me), websites weren’t that good, so we had to go to the store to get enough product information in order to make a purchase decision.
The sales rep knew MORE than us, he had the power, cause he had the information.
Today the reality is turned upside down. Usually you know MORE than the sales rep when you arrive in the store. You’ve compared prices and products, you’ve read the reviews, and now you’re there only to see if you can strike a better deal, see if they have your thing in pink or blue. If you don’t like their attitude, you know of another store down the road.
Google has all the info they need
To quote an article in Harvard Business Review from 2012, marketing is dead.
If it was true then, traditional marketing is even deader now.
It all boils down to this principle!
To attract buyers we must stop bothering them with irrelevant and poorly timed ads while they’re consuming content.
The freemium model (also used by Spotify) aka moving the free line
43% - either customers, partners or blog subscribers (in last year’s report, 12% were customers)
I want you to notice three things in this definition
The best way to turn strangers into customers and promoters of your business.
Du trenger sofistikert programvare for å praktisere inbound marketing. Et verktøy som f.eks. HubSpot har de fleste funksjoner integrert. Alternativt kan man «go budget» og sette sammen enkeltstående applikasjoner som WordPress (gratis) og Mailchimp (gratis opp til 2 000 kontakter)
Don’t sell on your blog – you’ve got your homepage for that purpose.
The content must also be SEO optimized.
1895: In 1837 John Deere invents the first steel plow that becomes a commercial success. His son, Charles, takes over the company and later publishes a customer magazine to help farmers understand farming techhnology to grow and increase their crops. This was more than 20 years before the company started producing tractors. In 1912 the magazine had 4 million readers. Today The Furrow is published in 14 languages in 115 countries, and is farming magazine number one in the world.
1900: What does car tyres and gourmet restaurants have in common? In 1898 the French brothers André and Edouard Michelin invented the modern car tyre. There were fewer than 3000 cars in France at that time. To increase the demand for cars (and tyreds), Michelin publishes a magazine to help car drivers find their way to service stations, hotels and motels. The first Michelin guide was published in an edition of 35 000 copies, with the prophetic words of André Michelin: «This guide was born with the century and will last as long as the century.»
Jyske bank calls themselves the world’s first TV company that has its own bank
Både teknologi (til medieproduksjon) og distribusjon har blitt så billig at ALLE har muligheten til å bli et medieselskap.
Mennesker har alltid vært historiefortellere. Da Johann Gutenberg fant opp boktrykkerkunsten på 1400-tallet, kunne historiene endelig skaleres. Selvsagt var det en vesentlig kostnad forbundet med dette, til papir, innbinding, trykk og distribusjon. Slik har det vært helt til nå. Da Internett kom, kunne hvem som helst med nettilgang og en datamaskin bli en utgiver. Den teknologiske utviklingen har siden 90-tallet gjort slike kvantesprang at hver og en av oss kan være et mediehus og nå tusenvis av likesinnede mennesker jorda rundt, enten med det skrevne ord, med lyd, bilder eller video i HD-kvalitet.
De fire stegene i inbound-metoden, illustrert med eksempler fra MarkedsPartner
The best way to turn strangers into customers and promoters of your business.
Hvordan tiltrekke FREMMEDE til dine digitale kanaler?
Det er TO hovedveier til målet: Søk og sosiale medier.
Bloggen er selve NAVET i en inbound-strategi. Det er den mest kostnadseffektive markedsføringskanalen du kan tenke deg. Det å ha en blogg setter deg på kartet. Du blir funnet på Google og du har plutselig noe å snakke om i sosiale medier, hvor du også vil bli delt av dine følgere.
Rangerer du på side to, går du glipp av 94% av markedet!
Og du er praktisk talt USYNLIG.
Where to hide a dead body?
November-tall 2016
Meninger går ofte mer viralt enn ren kompetanse, selv om sistnevnte gjerne driver mer Google-trafikk
Hvordan konvertere BESØKENDE til LEADS?
Vi koseblogget fra 2010 til 2014
Fisken blir mett og fornøy, JA!
Men du får ikke en eneste fisk oppi båten din!
NB: Må være MATCH mellom bloggens tittel og CTA
Bestepraksiser:
En god tittel og undertittel
Ta bort navigasjon
Skjema (actionspråk, e-post, rekr. til blogg, persona, knapp)
Et godt bilde av innholdsproduktet
Frist prospektet med godbitene på andre siden av skjemaet (verdi!)
Takkesiden viser veien videre
Når cookien på leadets datamaskin pares med e-postadressen har vi et identifisert lead. All digital aktivitet registreres (med tilbakevirkende kraft) og kan benyttes til bearbeidelse og kvalifisering av leadet.
Formater:
E-bøker og guider
Videoer
Kalkulatorer og verktøy
Maler