This webinar will discuss the highlights from the 2016-2017 Inbound Lunch Educational Year.

1. Welcome to the
Inbound Lunch Bunch
2016 – 2017 Wrap Up

2. Introductions
Maneesha Manges, Director of Consulting
• Over 15 years of experience in digital marketing
• Consulting experience in the association world
around digital strategy, field and social media
marketing and change management
• Expertise in lead generation
Ways to Connect:
• Twitter: @maneeshamanges
• LinkedIn: www.linkedin.com/in/maneeshamanges
• Email: mmanges@highroadsolution.com

3. • Housekeeping:
• Tons of resources available:
• All of last year’s Inbound Lunch Sessions available on
demand: http://site.highroadsolution.com/inbound-
lunch-bunch-page
• Toolkits: http://pages.highroadsolution.com/toolkit-list
• If I suddenly drop off the call, hang tight, I will dial
back in!
• Post any questions in the Chat window and I will
try to answer as we go through the presentation

4. Year in Review

5. Month Inbound Lunch Bunch Toolkit
September 2016 Using Interactive Content to
Convert Prospects to
Customers (Application)
Web Content Audit
October 2016 Using Banner Ads to Attract
Customers
Competitive Product Sales
Reference
November 2016 Gaining New Leads through
eBooks
Blogging Maturity
Assessment
December 2016 Personalizing the Member
Experience
Customer Engagement Plan
Methodology

6. Month Inbound Lunch Bunch Toolkit
January 2017 Using Webinars for Lead
Generation
February 2017 Ecommerce for Associations Shopping Market
Methodology
March 2017 Building Digital Ecosystems
that Deliver ROI
Online Advertising ROI
Calculator
April 2017 Using Marketing Automation
to Grow
Marketing Automation
Metrics
May 2017 Using Digital Advertising for
Membership Growth
Advertising & Budget

7. Major Topics:
• Conversion
• Metrics for Success
• Content Marketing for Lead Gen
• User Journey and Experience
• Lead Generation
INBOUND MARKETING

8. Inbound Refresher.

10. Smart MarTech Stack for Retention (Communications)

11. Smart MarTech Stack for Growth (Recruitment)

12. Lead Generation

13. Why Do You Need Leads?
• Growth
• Revenue
• Membership Base
• Exposure of your Brand
• Find your People / Tribe
• 20% of your email list will degrade each year

14. Why are Leads so difficult to
acquire?
• Perception
• expensive
• sales-oriented function
• Lack of awareness
• Digital Marketing
• Audience segmentation
• Personalization / Persona
identification
• No one fishes where the fish
are
• Social Media
• Heavy reliance on email alone

15. Why Should We Consider Using Banner Ads to
Attract Customers?
• How can we get in front of people who don’t provide
their email address?

16. So where should we be placing banners to
attract customers?
• Emails
• Blog Notification Emails
• Website
• Social Media
• Ecommerce Receipts

17. Social Media
• Best way to get in front of those who don’t know you
• Sponsored content gives you opportunities to extend
your reach
• Select your targets based on data

18. Smart MarTech Stack for Growth (Recruitment)

19. American Payroll Association – Case Study
• Campaign Goals:
• Collect insights and contact information for targeted
personas
• Provide an offer that is compelling to the persona
• Collect initial email address and then initiate workflows for
additional follow up
• End-goal is to get qualified leads and eventually convert to
members

20. Target Audience / Personas
• Young professionals in Payroll who
are looking for specific information
on basic topics in the field
• Don’t know who APA is
• Likely tasked to get something done
but with not a lot of internal, hand-on
training
• Generation: Millennial

21. Landing Page
• Visual Branding
• Web Page – SEO
optimized
• Offer is clear – note
positioning of message

22. Their Ask
• The Form – the most
important element of
the campaign
• How much data can
you get away with
asking?
• What will you do with
the data?

23. Thank You Landing Page
• Thank you page is to the
point – not too
overwhelming
• Secondary user journey
back to a section on the
site
• Automated email on its
way

24. Email with Download
Link
• Automatically sends when
form is submitted
• Get to the point – give
them the offer!

25. Extra Points:
Automated Workflow
• Build branches – for
those who clicked on the
link to download – wait 1
week and send next offer
• Those who didn’t – wait
3 days and remind that
the offer is waiting to be
downloaded

26. Measuring Success?
• Identify your metrics:
• # of email clicks
• # of landing page views
• # of form submissions
• # of download clicks
• Page referrers – where is your traffic to your Landing Page
coming from?
• Direct Email
• Organic Search
• Direct Traffic
• Referrals

27. Call to Action
• Please provide feedback for 2017-2018
•School is back in session in September
•Happy 4th of July!