How do you set up a complete inbound campaign? Check the Paris HUG blog for more information: http://paris.hubspotusergroups.com/inboundmarketing/inbound-marketing-campaign-workshop-april-2014

1. Nikita Smits – Senior Channel Consultant

2. Nikita Smits – Senior Channel Consultant

3. 1 What is a campaign?
2 Where to start?
3 Your offer
4 Promotion
5 Measure

4. 1 What is an Inbound
Campaign?

5. When Marketers say “campaign” they usually mean one
of a few things...
• An automated drip email campaign.
• An ad campaign, like a print ad, commercial, etc.
• A Salesforce campaign (a list of people.)

6. What campaigns are
you currently running?

7. What we actually mean..
A strategy that aligns a set of assets and
marketing channels around a prospect or event
in order to achieve a particular goal.

8. They include:
Solution: An Inbound Campaign

9. What makes an inbound
campaign different?
• Starts with the customer in mind.
• Uses integrated, multi-channel tools
for multiple touch-points that connect
all your efforts.
• Results based on leads / customers –
NOT just clicks.

10. What are examples of inbound
campaigns?
• New product launch.
• Conference or event.
• An offer, ebook, or webinar.

11. 2 Where to start

12. IT ALL COMES
BACK TO BUYER
PERSONAS!

13. #inbound12
White
Buyer Personas
Building Buyer
Personas tell us who
we are creating content
for and why they will
buy from us.

14. What is a Buyer Persona?

15. Semi- fictional representations of your ideal customer
based on real data and some select educated
speculation about customer demographics, behavior
patterns, motivations, and goals.
What is a Buyer Persona?

16. Fictional characters
that represent your DREAM
customers
Buyer Personas ARE

17. MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing team (1-5 people)
• BComm (BU), MBA (Babson)
• 42, Married, 2 Kids (10 and 6)
Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges:
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
Loves HubSpot because:
• Easy to use tools that make her life easier
• Learn inbound marketing best practices
• Easier reporting to sales and CEO

18. Persona Name
BACKGROUND:
DEMOGRAPHICS:
IDENTIFIERS:
GOALS:
CHALLENGES:
HOW WE HELP:

19. How do we gather that
information?

20. • Interview customers
• Ask open ended questions
• Ask questions on Social
Media

21. 1 How many persona’s do you have?
2 How often do you rethink their challenges?
3 Can everyone in your business describe them?

22. 3 Your Offers

23. Relevance and
value!

24. WHAT IS A
KEYWORD?
PERSPECTIVE:
Consumer/
Prospect
Once we know what they
want, let’s give it to them

25. Do you use a content calendar?

26. Recycle
Curated
Created
CoMarket
Resources
Required
Expected Results
Your Content Types

27. Curated:
less effort

28. Recycle!
Multiple posts &
Formats

29. Created: Most
viewed blog post
of all time

30. Co-Marketing is
great for net new
contacts

31. • Your website as a digital
collage or mix tape.
• Express yourself through
sharing fresh content
with your followers
Other People’s Content

32. Where to source?
• Goodreads - Quotations
• LinkedIn Pulse - Aggregator
• Flipboard - Aggregator
• Alltop.com – Trending content
• Feedly.com – Your own library
Other People’s Content

33. Industry specific sites networking
• Avvo for lawyers
• Dribble for designers
• The Engineering Exchange for
Engineers
• CIOzone for CIOs
• Quora is our favorite catch-all
• Get to Wikipedia for a list of all of
them
Other People’s Content

34. Content Calendar

35. 4 Promotion

36. Promotion should feed
into your inbound efforts
by promoting every piece
of content.
Think of it as the thread
that ties your campaign
together.

37. “If you spend 10 hours
developing a piece of
content, you should
spend at least 10 hours
promoting it.”
@Searchbrat

38. Where do you promote your offers?

39. • Link to LP’s for conversion
• More visibility – thought
leadership
• Delight customers by responding
timely to their remarks
• Good content creates
evangelists

40. Segmented emails get
more clicks than
email blasts. Source: Marketing Sherpa
50%

41. • Segment your database on previous behavior
• Re-use related offers
• Amazon style recommendations on thank you pages
• Consistent branding
• Use personalisation
Email Best Practice

42. Create Content That Closes
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters

43. What To Segment On?
• Persona
• Age
• Job title
• Gender
• Seniority
• Lifecycle stage
• Company
• Organization type
• Industry
• Past purchases
• Products
• Size
• Behavior
• Pages visited
• Purchase cycle
• Number of conversions

44. • Posts
• Jobs
• Survey
• Week’s
• E-Newsletter
• Issue
• Digest
• Bulletin
• Edition
• Giveaway
• Tips
• Video
• News
• Monthly
• Headlines
• Latest
• Updates

45. Blogs
convert.

46. Companies that
blog convert
70%
more leads than those that
don’t blog.

47. • Multiple posts around one offer
• Optimize old posts with new CTA
• Align your offers with your persona’s
• Align your offers with your buyers journey
Blogging Best Practice

48. Create Content That Attracts
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters

49. Create Content That Converts
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters

50. WHAT IS A
KEYWORD?
Social Media should tie in
with all the rest of your
marketing efforts!

51. • Early access for influencers
• 70% of new leads find us organically through old offers
• Use Amazon style related offers
• Use your keywords
• Consistent branding
Social Media Best Practice

52. Create Content That Delights
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters

53. The Possible Eyeballs You Can Generate

54. 5 Measure

55. Are you aligned with sales?

56. • Revenue goals
• How many Marketing Qualified
Leads?
• How many Sales Qualified Leads?
• What is the current close rate?
• Response time to customer
questions?
• How to respond to complaints?
• Social Engagement
• How many likes/ Clicks
Service Level Agreement

57. WHAT IS A
KEYWORD
?
How did you do?

58. How did you perform on different
parts of your campaign?

59. QUESTIONS?