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Grow with HubSpot - Singapore - June 2016

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There’s no doubt that you have ambitious growth plans for your business, but is your digital marketing strategy set up to propel you towards meeting and exceeding those goals?

Grow with HubSpot Singapore is about helping you learn how to use inbound marketing to grow your business online. Learn how to create a robust inbound strategy to attract, convert, close and delight your prospective customers.

Publicado en: Empresariales

Grow with HubSpot - Singapore - June 2016

  1. 1. @RyanBonnici | #GrowWithHubSpot | @HubSpot GROW WITH HUBSPOT SINGAPORE #GrowWithHubSpot
  2. 2. @RyanBonnici | #GrowWithHubSpot | @HubSpot I’m @RyanBonnici Marketing Director Hi!
  3. 3. @RyanBonnici | #GrowWithHubSpot | @HubSpot TODAY’S 
 AGENDA!
  4. 4. @RyanBonnici | #GrowWithHubSpot | @HubSpot INSERT YOUR HEADSHOT/ Users/rbonnici/ rbonnici@hubspot.com/ Headshot - LQ.png INBOUND MARKETING: PAST, PRESENT, FUTURE Why Inbound, How it Works, & The Inbound Marketing Funnel
  5. 5. @RyanBonnici | #GrowWithHubSpot | @HubSpot HOW TO TURN STRANGERS 
 INTO WEBSITE VISITORS Niti Shah 
 HubSpot | @NitiFromBoston Convert Leads Close Customers Attract Visitors
  6. 6. @RyanBonnici | #GrowWithHubSpot | @HubSpot Attract VisitorsAttract Visitors Convert Leads Close Customers HOW TO CONVERT VISITORS INTO LEADS James Gilbert
 HubSpot | @jatgilbert Convert Leads
  7. 7. @RyanBonnici | #GrowWithHubSpot | @HubSpot HOW TO TURN 
 LEADS INTO CUSTOMERS Rosalia Cefalu
 HubSpot | @RosaliaCef Convert Leads Close Customers Attract Visitors
  8. 8. @RyanBonnici | #GrowWithHubSpot | @HubSpot Ryan Bonnici
 HubSpot | @RyanBonnici Convert Leads Close Customers Attract Visitors KEY TAKEAWAYS FROM
 GROW WITH HUBSPOT INSERT YOUR HEADSHOT/ Users/rbonnici/ rbonnici@hubspot.com/ Headshot - LQ.png
  9. 9. @RyanBonnici | #GrowWithHubSpot | @HubSpot BEGIN? WESHALL
  10. 10. @RyanBonnici | #GrowWithHubSpot | @HubSpot VS OUTBOUND
 MARKETING INBOUND
 MARKETING
  11. 11. @RyanBonnici | #GrowWithHubSpot | @HubSpot THEN • Advertisers had all the control. • Consumers were bombarded
 with ads & pamphlets trying
 to sell them many products. • While they didn’t like this,
 they couldn’t do anything 
 about it.
  12. 12. @RyanBonnici | #GrowWithHubSpot | @HubSpot NOW • The buyer is in control
 and has much more power. • They have all the tools at 
 their disposal to do their 
 own research. • They’re able to make 
 their own decision on your
 product / service without you.
  13. 13. @RyanBonnici | #GrowWithHubSpot | @HubSpot BROKEN The old playbook is are on do 
 not call lists direct mail is
 never opened unsubscribe
 from email skip 
 TV ads 48%20%91%83%
  14. 14. @RyanBonnici | #GrowWithHubSpot | @HubSpot The biggest problem
 with the old playbook is that it fights for people’s attention by interrupting them. Seth Godin (1998!) “
  15. 15. @RyanBonnici | #GrowWithHubSpot | @HubSpot ATTRA TING ATTENTIONis cheaper than renting it with ads
  16. 16. @RyanBonnici | #GrowWithHubSpot | @HubSpot ATTRA TING ATTENTION requires you to 
 provide something 
 people will love
  17. 17. @RyanBonnici | #GrowWithHubSpot | @HubSpot Blogs In the world of digital, people love content.
  18. 18. @RyanBonnici | #GrowWithHubSpot | @HubSpot DEC 2013 DEC 2015 HERE’S A BLOG POST FROM 2013 Look how much traffic 
 it is still getting 2 years later (& continues to get)
  19. 19. @RyanBonnici | #GrowWithHubSpot | @HubSpot 12,000 SEARCHES for press release template per month
  20. 20. @RyanBonnici | #GrowWithHubSpot | @HubSpot Blogs Photos & Infographics Videos & Podcasts Presentations & eBooks Software / Tools In the world of digital, people love content.
  21. 21. @RyanBonnici | #GrowWithHubSpot | @HubSpot + All-in-one
 inbound marketing
 and sales software. We attract 6M+ marketers 
 per month through content. What do all marketers 
 really want to know? HOW GOOD IS 
 MY WEBSITE?
  22. 22. @RyanBonnici | #GrowWithHubSpot | @HubSpot Open web app website.grader.com2. 1.
  23. 23. @RyanBonnici | #GrowWithHubSpot | @HubSpot
  24. 24. @RyanBonnici | #GrowWithHubSpot | @HubSpot Take a screenshot Tweet screenshot + #GrowWithHubSpot 2. 1.
  25. 25. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
  26. 26. @RyanBonnici | #GrowWithHubSpot | @HubSpot Who had the 
 best website?
  27. 27. @RyanBonnici | #GrowWithHubSpot | @HubSpot That was an example of a FREE TOOL FOR B2B
  28. 28. @RyanBonnici | #GrowWithHubSpot | @HubSpot But what about FREE TOOLS FOR B2C?
  29. 29. @RyanBonnici | #GrowWithHubSpot | @HubSpot
  30. 30. @RyanBonnici | #GrowWithHubSpot | @HubSpot Convert leads with personalised content experiences Close customers with personalised mktg. automation Attract visitors with their 
 web & blog content
  31. 31. @RyanBonnici | #GrowWithHubSpot | @HubSpot
  32. 32. @RyanBonnici | #GrowWithHubSpot | @HubSpot
  33. 33. @RyanBonnici | #GrowWithHubSpot | @HubSpot Convert leads with personalised content experiences Close customers with personalised mktg. automation Attract visitors with their 
 web & blog content
  34. 34. @RyanBonnici | #GrowWithHubSpot | @HubSpot DIGRESSBUT I
  35. 35. @RyanBonnici | #GrowWithHubSpot | @HubSpot HELPS YOU GENERATE 
 MORE OF WHAT YOU LOVE. Creating content that people love, TRAFFIC, LEADS &
  36. 36. @RyanBonnici | #GrowWithHubSpot | @HubSpot Total blog posts %LeadGrowth Impact of total published blog posts on inbound leads Read: leads increase as your content increases MORE CONTENT 
 = MORE LEADS Leads EffortEffort
  37. 37. @RyanBonnici | #GrowWithHubSpot | @HubSpot The world’s fastest growing companies have realised it’s smarter to attract their customers vs. interrupt them.
  38. 38. @RyanBonnici | #GrowWithHubSpot | @HubSpot AIRBNB 
 is one of the fastest growing worldwide p2p businesses.
  39. 39. @RyanBonnici | #GrowWithHubSpot | @HubSpot This is airbnb’s
 PRODUCT
  40. 40. @RyanBonnici | #GrowWithHubSpot | @HubSpot This is airbnb’s
 CONTENT
  41. 41. @RyanBonnici | #GrowWithHubSpot | @HubSpot This is airbnb’s
 CONTENT
  42. 42. @RyanBonnici | #GrowWithHubSpot | @HubSpot This is airbnb’s
 CONTENT
  43. 43. @RyanBonnici | #GrowWithHubSpot | @HubSpot $250M $900M REVENUE IN 3 YEARS
  44. 44. @RyanBonnici | #GrowWithHubSpot | @HubSpot HELPFUL 
 CONTENT SALES 
 PITCH
  45. 45. @RyanBonnici | #GrowWithHubSpot | @HubSpot NET-A-PORTER is a global online 
 fashion retailer 
 that took high-end online shopping to new levels.
  46. 46. @RyanBonnici | #GrowWithHubSpot | @HubSpot Their 
 AUDIENCE was searching for high-end fashion online, but wasn’t used to buying it 
 there.
  47. 47. @RyanBonnici | #GrowWithHubSpot | @HubSpot So they created fashion content to satisfy their customers online search behaviour.
  48. 48. @RyanBonnici | #GrowWithHubSpot | @HubSpot
  49. 49. @RyanBonnici | #GrowWithHubSpot | @HubSpot
  50. 50. @RyanBonnici | #GrowWithHubSpot | @HubSpot
  51. 51. @RyanBonnici | #GrowWithHubSpot | @HubSpot
  52. 52. @RyanBonnici | #GrowWithHubSpot | @HubSpot $0 $1.2B ANNUAL REVENUE 
 IN 10 YEARS
  53. 53. @RyanBonnici | #GrowWithHubSpot | @HubSpot HELPFUL 
 CONTENT SALES 
 PITCH
  54. 54. @RyanBonnici | #GrowWithHubSpot | @HubSpot We’re an all-in-one digital marketing platform that businesses use to attract, convert 
 & close customers.
  55. 55. @RyanBonnici | #GrowWithHubSpot | @HubSpot This is our
 PRODUCT
  56. 56. @RyanBonnici | #GrowWithHubSpot | @HubSpot But we don’t talk about our product very much. Instead, we create content that helps OUR IDEAL CUSTOMER DO THEIR JOB BETTER.
  57. 57. @RyanBonnici | #GrowWithHubSpot | @HubSpot This is our
 CONTENT
  58. 58. @RyanBonnici | #GrowWithHubSpot | @HubSpot This is our
 CONTENT
  59. 59. @RyanBonnici | #GrowWithHubSpot | @HubSpot This is our
 CONTENT
  60. 60. @RyanBonnici | #GrowWithHubSpot | @HubSpot THIS HAS HELPED US BECOME A
 HIGH GROWTH COMPANY TOO. *per month CustomersLeads*Site visits*
 6M+ 60K+ 18K+
  61. 61. @RyanBonnici | #GrowWithHubSpot | @HubSpot HELPFUL 
 CONTENT SALES 
 PITCH
  62. 62. @RyanBonnici | #GrowWithHubSpot | @HubSpot HANDS UP 
 IF YOU’RE CURRENTLY RENTING 
 YOUR HOME
  63. 63. @RyanBonnici | #GrowWithHubSpot | @HubSpot WOULD YOU
 PREFER TO OWN IT 
 INSTEAD?* 
 *VS. PAYING SOMEONE’S
 HOME MORTGAGE FOR THEM?
  64. 64. @RyanBonnici | #GrowWithHubSpot | @HubSpot SO, WHY WOULD YOU 
 RENT YOUR MARKETING 
 WHEN YOU CAN OWN IT? 80% of our leads come from content created 
 over 30 days ago Learn more about this research we did here: http://blog.hubspot.com/marketing/marketing-shutdown-im-nj vs
  65. 65. @RyanBonnici | #GrowWithHubSpot | @HubSpot #GrowWithHubSpot NEXTUP
  66. 66. @NitiFromBoston | #GrowWithHubSpot | @HubSpot HOW TO TURN STRANGERS 
 INTO WEBSITE VISITORS Niti Shah 
 HubSpot | @NitiFromBoston Convert Leads Close Customers Attract Visitors #GrowWithHubSpot
  67. 67. @NitiFromBoston | #GrowWithHubSpot | @HubSpot TOFU
  68. 68. @NitiFromBoston | #GrowWithHubSpot | @HubSpot Convert Leads Close Customers Attract Visitors Top of the funnel: Any marketing activities that increase brand awareness & traffic.
  69. 69. @NitiFromBoston | #GrowWithHubSpot | @HubSpot attracts strangers to your website. CONTENT Presentations
 & Ebooks Videos &
 Podcasts Photos &
 Infographics Blogs
  70. 70. @NitiFromBoston | #GrowWithHubSpot | @HubSpot 2. 1. 4. 3.Content Creation Content Optimisation Content Distribution Content Analysis AGENDA
  71. 71. @NitiFromBoston | #GrowWithHubSpot | @HubSpot CREATION Content 1
  72. 72. @NitiFromBoston | #GrowWithHubSpot | @HubSpot are you creating content for? WHO
  73. 73. @NitiFromBoston | #GrowWithHubSpot | @HubSpot Create a Buyer Persona based on your ideal customer.
  74. 74. @NitiFromBoston | #GrowWithHubSpot | @HubSpot AGENCY ADELINE Demographics: • Boutique Agency (5-20 employees) • Account Manager • Undergrad Degree • 30, career-oriented Goals: • Grow revenue for agency • Increase KPIs for clients • Be recognised as a top agency Challenges: • Unpredictable amount of work • Client retention • Can’t find metrics to validate success
  75. 75. @NitiFromBoston | #GrowWithHubSpot | @HubSpot YOUR
 BUYER
 PERSONA
 INFORMS
 YOUR
 STRATEGY: Place Time Content
  76. 76. @NitiFromBoston | #GrowWithHubSpot | @HubSpot How do you decide WHAT CONTENT
 TO CREATE?
  77. 77. @NitiFromBoston | #GrowWithHubSpot | @HubSpot COMPELLING? What makes your content Relevance Timeliness UniquenessValue
  78. 78. @NitiFromBoston | #GrowWithHubSpot | @HubSpot QUALITY CONTENT Inspiration, empathy or utility Talk to your customers… Aspirations & goals Specific needs & utilityFrustrations & problems
  79. 79. @NitiFromBoston | #GrowWithHubSpot | @HubSpot • Free Whitepapers • Free Guides & 
 Tip Sheets • Free eBooks • Free Checklists • Free Videos • Free Kits 
 (combo of above) AWARENESS 
 STAGE 1 • Free Webinars • Case Studies • Free Sample • Product Spec • Sheets Catalogs CONSIDERATION
 STAGE 2 • Free Trials • Demos • Free Consultations • Estimates 
 or Quotes • Coupons DECISION 
 STAGE 3
  80. 80. @NitiFromBoston | #GrowWithHubSpot | @HubSpot GOOGLE TRENDS1.
  81. 81. @NitiFromBoston | #GrowWithHubSpot | @HubSpot GOOGLE ALERTS2.
  82. 82. @NitiFromBoston | #GrowWithHubSpot | @HubSpot BUZZSUMO3.
  83. 83. @NitiFromBoston | #GrowWithHubSpot | @HubSpot HEADLINE ANALYSER4.
  84. 84. @NitiFromBoston | #GrowWithHubSpot | @HubSpot GET IDEAS FROM 
 REAL, LIVE HUMANS. 5. Industry 
 podcasts FAQs from customers 
 (and those who didn’t turn into customers) Talk to
 sales reps Rants from 
 executives Internal 
 documents
  85. 85. @NitiFromBoston | #GrowWithHubSpot | @HubSpot “ Marcus Sheridan THEULTIMATE STRATEGY IS LISTENING
  86. 86. @NitiFromBoston | #GrowWithHubSpot | @HubSpot IN REVENUE $1.2M FROM ONE 
 BLOG POST
  87. 87. @NitiFromBoston | #GrowWithHubSpot | @HubSpot OPTIMISATION Content 2
  88. 88. @NitiFromBoston | #GrowWithHubSpot | @HubSpot LET’S START WITH YOUR BLOG companies who blog are 13x more likely to achieve a positive ROI. 13x
  89. 89. @NitiFromBoston | #GrowWithHubSpot | @HubSpot HEADLINE BODY COPY CALL-TO-ACTION CONTENT The Anatomy of
  90. 90. @NitiFromBoston | #GrowWithHubSpot | @HubSpot HOOK YOUR READER WITH YOUR HEADLINE
  91. 91. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
  92. 92. @NitiFromBoston | #GrowWithHubSpot | @HubSpot Too vague and 
 I don’t want to click. Too specific. 
 I don’t need to click. Just enough, and
 I want to click. LEVERAGE THE 
 CURIOSITY GAP Donald Trump says “I want the middle class to be tied to the roof of my car.” You will not believe what Donald Trump wants to do to you. Donald Trump says something bad, again.
  93. 93. @NitiFromBoston | #GrowWithHubSpot | @HubSpot TEST ON PAID SOCIAL MEDIA 
 BEFORE YOU HIT “PUBLISH”
  94. 94. @NitiFromBoston | #GrowWithHubSpot | @HubSpot DON’T REINVENT THE WHEEL.
  95. 95. @NitiFromBoston | #GrowWithHubSpot | @HubSpot TAKE SUCCESSFUL CONTENT & 
 CREATE A 10X BETTER VERSION. Skyscraper technique:
  96. 96. @NitiFromBoston | #GrowWithHubSpot | @HubSpot Content length matters. INCREASE YOUR CHANCES OF BEING FOUND
  97. 97. @NitiFromBoston | #GrowWithHubSpot | @HubSpot The average content length 
 for a web page that ranks 
 in TOP 10 is 
 2000 WORDS.
  98. 98. @NitiFromBoston | #GrowWithHubSpot | @HubSpot MAKE CONTENT EASY TO READ
  99. 99. @NitiFromBoston | #GrowWithHubSpot | @HubSpot Source: Nielson Norman Group 79% of readers skim, while only 16% read every word on a page.
  100. 100. @NitiFromBoston | #GrowWithHubSpot | @HubSpot MAKE CONTENT EASY TO SHARE
  101. 101. @NitiFromBoston | #GrowWithHubSpot | @HubSpot WORD COUNT vs 
 AVERAGE SOCIAL SHARES
  102. 102. @NitiFromBoston | #GrowWithHubSpot | @HubSpot MAKE YOUR CONTENT
 MORE SHAREABLE
  103. 103. @NitiFromBoston | #GrowWithHubSpot | @HubSpot MAKE YOUR CONTENT
 MORE SHAREABLE There is a 
 19% increase in retweets when you include a quote.
  104. 104. @NitiFromBoston | #GrowWithHubSpot | @HubSpot MAKE YOUR CONTENT
 MORE SHAREABLE There is a 
 17% increase in retweets when you include a stat.
  105. 105. @NitiFromBoston | #GrowWithHubSpot | @HubSpot sharelinkgenerator.com
  106. 106. @NitiFromBoston | #GrowWithHubSpot | @HubSpot DISTRIBUTION Content 3
  107. 107. @NitiFromBoston | #GrowWithHubSpot | @HubSpot SOCIAL MEDIA
  108. 108. @NitiFromBoston | #GrowWithHubSpot | @HubSpot 2015 B2B Content Marketing Trends - North America: Content Marketing Institute / MarketingProfs B2B CONTENT MARKETING 
 SOCIAL MEDIA PLATFORM USAGE
  109. 109. @NitiFromBoston | #GrowWithHubSpot | @HubSpot VISUALS MATTER. 
 Try Canva 
 for easy (free) graphic creation.
  110. 110. @NitiFromBoston | #GrowWithHubSpot | @HubSpot Use high-level facts and stats from your content to grab audience attention.
  111. 111. @NitiFromBoston | #GrowWithHubSpot | @HubSpot REACH THE RIGHT AUDIENCE 
 WITH TARGETED UPDATES
  112. 112. @NitiFromBoston | #GrowWithHubSpot | @HubSpot SHARE A 
 VARIETY OF CONTENT
  113. 113. @NitiFromBoston | #GrowWithHubSpot | @HubSpot INCREASE REACH 
 WITH BOOSTED POSTS
  114. 114. @NitiFromBoston | #GrowWithHubSpot | @HubSpot Keep Tweets between 
 120 and 130 characters. Source: The Science of Social Media by Dan Zarrella
  115. 115. @NitiFromBoston | #GrowWithHubSpot | @HubSpot Tweet your links
 at a slower pace. Source: The Science of Social Media by Dan Zarrella
  116. 116. @NitiFromBoston | #GrowWithHubSpot | @HubSpot START DOING CO-MARKETING
  117. 117. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
  118. 118. @NitiFromBoston | #GrowWithHubSpot | @HubSpot WHAT TO CONSIDER IN A 
 CO-MARKETING PARTNERSHIP Are they a non-competitive? Do they have a similar target audience? Do they have great content? Do they have a large contacts database?
  119. 119. @NitiFromBoston | #GrowWithHubSpot | @HubSpot GET INFLUENCERS INVOLVED
  120. 120. @NitiFromBoston | #GrowWithHubSpot | @HubSpot Source: Content Marketer’s Guide to Influencer Marketing 3% of people generate of the impact online90%
  121. 121. @NitiFromBoston | #GrowWithHubSpot | @HubSpot
  122. 122. @NitiFromBoston | #GrowWithHubSpot | @HubSpot Use email marketing to leverage your existing audience.
  123. 123. @NitiFromBoston | #GrowWithHubSpot | @HubSpot ADD SHARING 
 LINKS IN EMAIL Share our story TWEET ITPOST IT WHATSAPP
  124. 124. @NitiFromBoston | #GrowWithHubSpot | @HubSpot GET CREATIVE and find other channels that work for you.
  125. 125. @NitiFromBoston | #GrowWithHubSpot | @HubSpot INSTAGRAM
  126. 126. @NitiFromBoston | #GrowWithHubSpot | @HubSpot QUORA
  127. 127. @NitiFromBoston | #GrowWithHubSpot | @HubSpot PRODUCTHUNT
  128. 128. @NitiFromBoston | #GrowWithHubSpot | @HubSpot SNAPCHAT
  129. 129. @NitiFromBoston | #GrowWithHubSpot | @HubSpot INBOUND.ORG
  130. 130. @NitiFromBoston | #GrowWithHubSpot | @HubSpot “ Herbert Krugman PEOPLE NEED TO HEAR AND SEE 
 THINGS 3 TO 5 TIMES FOR IT TO AFFECT A BEHAVIOUR CHANGE.
  131. 131. @NitiFromBoston | #GrowWithHubSpot | @HubSpot ANALYSIS Content 4
  132. 132. @NitiFromBoston | #GrowWithHubSpot | @HubSpot 1. Traffic 2. 3. Engagement Sources of traffic
  133. 133. @NitiFromBoston | #GrowWithHubSpot | @HubSpot@NitiFromBoston | #GrowWithHubSpot | @HubSpot Track your promotions with tracking URLs
  134. 134. @NitiFromBoston | #GrowWithHubSpot | @HubSpot@NitiFromBoston | #GrowWithHubSpot | @HubSpot What sources are driving 
 your traffic?
  135. 135. @NitiFromBoston | #GrowWithHubSpot | @HubSpot WHAT’S THE ENGAGEMENT 
 ON YOUR CAMPAIGNS? Email: Facebook: Twitter: Landing page: Open rate, click through rate,
 unsubscribe rate, deliverability Views, shares, likes, comments Impressions, retweets, favourites Traffic, submissions rate
  136. 136. @NitiFromBoston | #GrowWithHubSpot | @HubSpot KEY TAKEAWAYS 3 Distribute content on multiple channels 4 Always measure content performance 1 Create 
 ideal buyer personas 2 Optimise 
 for search, reach & readability
  137. 137. @RyanBonnici | #GrowWithHubSpot | @HubSpot #GrowWithHubSpot NEXTUP
  138. 138. @JATGilbert | #GrowWithHubSpot | @HubSpot HOW TO CONVERT VISITORS INTO LEADS James Gilbert
 HubSpot | @jatgilbert Convert Leads Close Customers Attract Visitors #GrowWithHubSpot
  139. 139. @JATGilbert | #GrowWithHubSpot | @HubSpot No BusinessNo ConversionTraffic
  140. 140. @JATGilbert | #GrowWithHubSpot | @HubSpot
  141. 141. @JATGilbert | #GrowWithHubSpot | @HubSpot Leads MQLs Subscribers HOW
 DO YOU
 CONVERT
 TRAFFIC?
  142. 142. @JATGilbert | #GrowWithHubSpot | @HubSpot Leads MQLs Subscribers HOW
 DO YOU
 CONVERT
 TRAFFIC? To establish a relationship
 and open communication. For blog subscribers you
 want email address and
 first name. What you want
  143. 143. @JATGilbert | #GrowWithHubSpot | @HubSpot Leads MQLs Subscribers HOW
 DO YOU
 CONVERT
 TRAFFIC? To get data about the person to further refine your communication 
 and begin to identify if they are a fit. Company name, 
 job title, employee count etc. What you want
  144. 144. @JATGilbert | #GrowWithHubSpot | @HubSpot Leads MQLs Subscribers HOW
 DO YOU
 CONVERT
 TRAFFIC? A potential customer to signal they want to begin a sales conversation. Filling out a contact sales form, demo or starting a trial. What you want
  145. 145. @JATGilbert | #GrowWithHubSpot | @HubSpot Leads MQLs Subscribers GENERATING
  146. 146. @JATGilbert | #GrowWithHubSpot | @HubSpot 1 PLACE A “SUBSCRIBE” FORM ON YOUR BLOG
  147. 147. @JATGilbert | #GrowWithHubSpot | @HubSpot 2 CREATE A BLOG SUBSCRIBER LANDING PAGE
  148. 148. @JATGilbert | #GrowWithHubSpot | @HubSpot S 3 TRY USING AN EXIT POP-UP
  149. 149. @JATGilbert | #GrowWithHubSpot | @HubSpot 4 USE TWITTER CARDS FOR 2-CLICK SUBSCRIBES
  150. 150. @JATGilbert | #GrowWithHubSpot | @HubSpot Leads MQLs Subscribers CAPTURING
  151. 151. @JATGilbert | #GrowWithHubSpot | @HubSpot 1 HAVE A RELEVANT ON BLOG POSTS. CALL-TO-ACTION (CTA)
  152. 152. @JATGilbert | #GrowWithHubSpot | @HubSpot 2 HAVE THAT ‘CTA’ LEAD TO A DEDICATED LANDING PAGE
  153. 153. @JATGilbert | #GrowWithHubSpot | @HubSpot 3 OPTIMISE YOUR LANDING PAGES
  154. 154. @JATGilbert | #GrowWithHubSpot | @HubSpot HEADER • Logo • Phone number • No navigation
  155. 155. @JATGilbert | #GrowWithHubSpot | @HubSpot TITLE • Say what it is • Begin with hook • Don’t use fluff
  156. 156. @JATGilbert | #GrowWithHubSpot | @HubSpot SUBHEAD • Include benefit • Personalise
  157. 157. @JATGilbert | #GrowWithHubSpot | @HubSpot COPY • Avoid dense paragraphs • Use bullet points • Bold key points
  158. 158. @JATGilbert | #GrowWithHubSpot | @HubSpot IMAGE • Always include 
 an image • Make it vibrant • Mobile-optimise
  159. 159. @JATGilbert | #GrowWithHubSpot | @HubSpot FORM • Begin with CTA • Right # of fields • Privacy policy • Actionable button
  160. 160. @JATGilbert | #GrowWithHubSpot | @HubSpot 2 HAVE THAT ‘CTA’ LEAD TO A DEDICATED LANDING PAGE Conversion
 increased
 22%
  161. 161. @JATGilbert | #GrowWithHubSpot | @HubSpot 4VS A/B TEST YOUR LANDING PAGES
  162. 162. @JATGilbert | #GrowWithHubSpot | @HubSpot 4VS A/B TEST YOUR LANDING PAGES WINNER Conversion
 increased
 110%
 in this test
  163. 163. @JATGilbert | #GrowWithHubSpot | @HubSpot 5ERROR RATE DECREASED FROM 60% TO 22% FOCUS ON QUALITY CONVERSIONS
  164. 164. @JATGilbert | #GrowWithHubSpot | @HubSpot 5 TOOLS CAN HELP CONVERT LEADS TOO!
  165. 165. @JATGilbert | #GrowWithHubSpot | @HubSpot Leads MQLs Subscribers TURN LEADS INTO
  166. 166. @JATGilbert | #GrowWithHubSpot | @HubSpot 1LANDING PAGE (LP) THANK YOU PAGE (TYP) DON’T STOP AT THE LANDING PAGE
  167. 167. @JATGilbert | #GrowWithHubSpot | @HubSpot 2 GENERATE MQLS ON YOUR THANK YOU PAGE
  168. 168. @JATGilbert | #GrowWithHubSpot | @HubSpot 2 OPTIMISE YOUR “THANK-YOU PAGE” FOR THE RIGHT CONVERSIONS
  169. 169. @JATGilbert | #GrowWithHubSpot | @HubSpot 3EMAIL 1 EMAIL 2 EMAIL 3 NURTURE LEADS WITH MARKETING AUTOMATION
  170. 170. @JATGilbert | #GrowWithHubSpot | @HubSpot 4OR WINNING THE EMAIL BATTLE GROUND
  171. 171. @JATGilbert | #GrowWithHubSpot | @HubSpot Compelling Subject Line CHECKLIST
  172. 172. @JATGilbert | #GrowWithHubSpot | @HubSpot Compelling Subject Line Sender Name CHECKLIST
  173. 173. @JATGilbert | #GrowWithHubSpot | @HubSpot Compelling Subject Line Sender Name Personalised Copy CHECKLIST
  174. 174. @JATGilbert | #GrowWithHubSpot | @HubSpot Compelling Subject Line Sender Name Personalised Copy Call-To-Action CHECKLIST
  175. 175. @JATGilbert | #GrowWithHubSpot | @HubSpot Compelling Subject Line Sender Name Personalised Copy Call-To-Action Image CHECKLIST
  176. 176. @JATGilbert | #GrowWithHubSpot | @HubSpot Compelling Subject Line Sender Name Personalised Copy Call-To-Action Image Unsubscribe Link CHECKLIST
  177. 177. @JATGilbert | #GrowWithHubSpot | @HubSpot 5Potential customer
 visits your site Later, customer surfs the web and sees your ad Customer goes back to your site Potential customers become paying customers LEVERAGE PAID RETARGETING Ad was targeted 
 to only your website visitors
  178. 178. @JATGilbert | #GrowWithHubSpot | @HubSpot 6 REACH OUT TO EXISTING LEADS
  179. 179. @JATGilbert | #GrowWithHubSpot | @HubSpot Subscriber to lead ratio METRICS MQL to customer ratio, cost per lead, length of sales cycle Lead to customer ratio, cost per lead, length of sales cycle Leads MQLs Subscribers
  180. 180. @JATGilbert | #GrowWithHubSpot | @HubSpot 162 
 customers requires 20,000 
 visits Visitors: 20,000 Customers: 162 2,400 - Leads 1,080 - MQLs 6,000 - Subscribers 40% Subscriber- to-Lead 45% Lead-to-MQL 30% Conversion Rate 15% MQL-to-Customer REVERSE-ENGINEER YOUR FUNNEL
  181. 181. @JATGilbert | #GrowWithHubSpot | @HubSpot FIND OUT WHAT YOU’RE 
 WILLING TO PAY AT EACH STAGE HOW MUCH IS A LEAD WORTH TO YOU AT EACH STAGE? Assuming the customer has a lifetime profit of $5,000 Visitor $0.01 Subscriber $1 Lead $51 MQL $750 Customer $5,000
  182. 182. @JATGilbert | #GrowWithHubSpot | @HubSpot 3 Reverse engineer your funnel to know the value 
 of your leads 1 Reduce 
 the friction 
 wherever 
 possible 2 Always 
 present options to progress down the funnel KEY TAKEAWAYS
  183. 183. @JATGilbert | #GrowWithHubSpot | @HubSpot #GrowWithHubSpot NEXTUP
  184. 184. @RosaliaCef | #GrowWithHubSpot | @HubSpot HOW TO TURN 
 LEADS INTO CUSTOMERS Rosalia Cefalu
 HubSpot | @RosaliaCef Convert Leads Close Customers Attract Visitors #GrowWithHubSpot
  185. 185. @RosaliaCef | #GrowWithHubSpot | @HubSpot All Sales Reps 
 are A**holes. FALSE
  186. 186. @RosaliaCef | #GrowWithHubSpot | @HubSpot Sales is motivated 
 by more 
 than money. TRUE
  187. 187. @RosaliaCef | #GrowWithHubSpot | @HubSpot Marketers
 sit around all 
 day doing arts 
 and crafts. FALSE
  188. 188. @RosaliaCef | #GrowWithHubSpot | @HubSpot Marketers are 
 all about data. TRUE
  189. 189. @RosaliaCef | #GrowWithHubSpot | @HubSpot MISCOMMUNICATION
  190. 190. @RosaliaCef | #GrowWithHubSpot | @HubSpot SALES REP 
 SCOTT We don’t have enough leads… …and even 
 the ones we have 
 aren’t good.
  191. 191. @RosaliaCef | #GrowWithHubSpot | @HubSpot MARKETING
 MARY We give sales 
 plenty of leads. They don’t put in 
 enough effort to 
 close deals.
  192. 192. @RosaliaCef | #GrowWithHubSpot | @HubSpot Companies with strong sales and marketing alignment achieve annual 
 growth 
 rate20%
  193. 193. @RosaliaCef | #GrowWithHubSpot | @HubSpot Compared to a for companies with poor alignment decline
 in annual 
 revenue4%
  194. 194. @RosaliaCef | #GrowWithHubSpot | @HubSpot
  195. 195. @RosaliaCef | #GrowWithHubSpot | @HubSpot
  196. 196. @RosaliaCef | #GrowWithHubSpot | @HubSpot COLLABORATE? So, how do we
  197. 197. @RosaliaCef | #GrowWithHubSpot | @HubSpot MARKETINGS SALES MARKETING+ =
  198. 198. @RosaliaCef | #GrowWithHubSpot | @HubSpot 2.1. 3. COMMON
 LANGUAGE SETTING UP 
 THE PROCESS UTILISING 
 TOOLS SMARKETING 
 STEPS TO SUCCESS
  199. 199. @RosaliaCef | #GrowWithHubSpot | @HubSpot@RosaliaCef | #GrowWithHubSpot | @HubSpot
  200. 200. @RosaliaCef | #GrowWithHubSpot | @HubSpot DEFINE
 YOUR
 LIFECYCLE 
 STAGES Prospect/Visitor Lead Customer Prospect/Visitor Opportunity
  201. 201. @RosaliaCef | #GrowWithHubSpot | @HubSpot DEFINE
 YOUR
 LIFECYCLE 
 STAGES Lead MQL SQL Prospect/Visitor Opportunity Customer
  202. 202. @RosaliaCef | #GrowWithHubSpot | @HubSpot SLA
 SERVICE LEVEL AGREEMENT A contract between 
 a service provider 
 and the end user that defines the level of service expected from the service provider.
  203. 203. @RosaliaCef | #GrowWithHubSpot | @HubSpot MARKETING
 TO SALES SALES TO
 MARKETING Number and quality 
 of leads required to hit company revenue goals Speed and depth 
 of lead follow-up that 
 makes economic sense
  204. 204. @RosaliaCef | #GrowWithHubSpot | @HubSpot MARKETING
 TO SALES SALES TO
 MARKETING Number and quality 
 of leads required to hit company revenue goals Speed and depth 
 of lead follow-up that 
 makes economic sense
  205. 205. @RosaliaCef | #GrowWithHubSpot | @HubSpot STEP
 1 STEP
 2 STEP
 4 STEP
 3 STEP
 5 BUILDING 
 SMARKETING
 ALIGNMENT Calculate
 the Marketing Side Determine
 Business
 Growth Calculate
 the Sales
 Side Set up Marketing SLA Reporting Set up 
 Sales SLA Reporting
  206. 206. @RosaliaCef | #GrowWithHubSpot | @HubSpot = NEW 
 REVENUE GOAL AVERAGE 
 SALES PRICE Determine Business Growth 1BUILDING 
 SMARKETING
 ALIGNMENT # of Customers
  207. 207. @RosaliaCef | #GrowWithHubSpot | @HubSpot NEW 
 CUSTOMERS GOAL LEAD TO 
 CUSTOMER CLOSE % Calculate the Marketing Side 2BUILDING 
 SMARKETING
 ALIGNMENT = LEADS GOAL
  208. 208. @RosaliaCef | #GrowWithHubSpot | @HubSpot Calculate the Sales Side. 3 BUILDING 
 SMARKETING
 ALIGNMENT The number of deals which 
 go to the vendor who responds first. 35% 50%
  209. 209. @RosaliaCef | #GrowWithHubSpot | @HubSpot Set Up Marketing SLA Reporting 4 BUILDING 
 SMARKETING
 ALIGNMENT Leads Days Lead 
 Generation 
 Goal
  210. 210. @RosaliaCef | #GrowWithHubSpot | @HubSpot Set Up Sales SLA Reporting5 BUILDING 
 SMARKETING
 ALIGNMENT Leads Jul Sales
 Commitment Aug Sep 21 to 35 days 11 to 20 days 0 to 10 days 1% 3% 3% 1% 7% 0.7% 2% 1% 5%
  211. 211. @RosaliaCef | #GrowWithHubSpot | @HubSpot 101SMARKETING HACKS
  212. 212. @RosaliaCef | #GrowWithHubSpot | @HubSpot Email Tracking: See who opens and 
 clicks your emails SALES ACCELERATION TOOL: HUBSPOT SALES
  213. 213. @RosaliaCef | #GrowWithHubSpot | @HubSpot Schedule Emails: 
 write now and send later SALES ACCELERATION TOOL: HUBSPOT SALES
  214. 214. @RosaliaCef | #GrowWithHubSpot | @HubSpot Email Templates: 
 personalise and save time SALES ACCELERATION TOOL: HUBSPOT SALES
  215. 215. @RosaliaCef | #GrowWithHubSpot | @HubSpot Sales Content & Reporting: Understand what content is working. SALES ACCELERATION TOOL: HUBSPOT SALES
  216. 216. @RosaliaCef | #GrowWithHubSpot | @HubSpot Prospects: Discover companies that fit your target audience SALES ACCELERATION TOOL: HUBSPOT SALES
  217. 217. @RosaliaCef | #GrowWithHubSpot | @HubSpot Meetings: No more back and forth with prospects SALES ACCELERATION TOOL: HUBSPOT SALES
  218. 218. @RosaliaCef | #GrowWithHubSpot | @HubSpot Sequences: Automate 
 your follow-up SALES ACCELERATION TOOL: HUBSPOT SALES
  219. 219. @RosaliaCef | #GrowWithHubSpot | @HubSpot AUTOMATED PRICING PAGE FOLLOW-UPS
  220. 220. @RosaliaCef | #GrowWithHubSpot | @HubSpot INTERNAL SALES REP NOTIFICATION EMAILS
  221. 221. @RosaliaCef | #GrowWithHubSpot | @HubSpot 1 Inbound 
 is about being 
 human KEY TAKEAWAYS 2 Alignment through shared language 3 Metrics 
 ensure we are all kept accountable 4 Tools & platforms 
 enable all 
 of this
  222. 222. @RyanBonnici | #GrowWithHubSpot | @HubSpot #GrowWithHubSpot NEXTUP
  223. 223. @RyanBonnici | #GrowWithHubSpot | @HubSpot INBOUND MARKETING 
 SUCCESS PANEL Ryan Bonnici
 HubSpot | @RyanBonnici Convert Leads Close Customers Attract Visitors INSERT YOUR HEADSHOT/ Users/rbonnici/ rbonnici@hubspot.com/ Headshot - LQ.png #GrowWithHubSpot
  224. 224. @RyanBonnici | #GrowWithHubSpot | @HubSpot TAKEAWAYS KEY #GrowWithHubSpot
  225. 225. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot IF YOUR BIGGEST CHALLENGE IS TO GROW TRAFFIC: MAKE MY PERSONA @RyanBonnici | #GrowWithHubSpot | @HubSpot
  226. 226. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot IF YOUR BIGGEST CHALLENGE IS TO GROW TRAFFIC: CONTENT AUDIT WORKSHEET
  227. 227. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot IF YOUR BIGGEST CHALLENGE IS TO GROW TRAFFIC: GROW BLOG SUBSCRIBERS Cumulative Email Subscriber Growth
 for the HubSpot Blog 95,888 236,382 380,232 20,767 2011 2012 2013 2014 2011 2012 2013 20142010200920082007 588,990 628,418 1,319,203 2,537,566 4,455,313 8,878,664 15,661,625 189,596,655 Yearly Traffic Growth (Visits)
 to the HubSpot Blog
  228. 228. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot TRY A QUICK
 EXIT POPUP 228@RyanBonnici | #GrowWithHubSpot | @HubSpot IF YOUR BIGGEST CHALLENGE IS TO GROW LEADS:
  229. 229. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot 229@RyanBonnici | #GrowWithHubSpot | @HubSpot IF YOUR BIGGEST CHALLENGE IS TO GROW LEADS: CREATE HIGH- CONVERTING 
 LEAD PAGES
  230. 230. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot IF YOUR BIGGEST CHALLENGE IS TO GROW LEADS: REVERSE ENGINEER YOUR FUNNEL
  231. 231. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot IF YOUR BIGGEST CHALLENGE IS TO GROW CUSTOMERS: USE HUBSPOT SALES TO TRACK SALES EMAILS
  232. 232. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot 232@RyanBonnici | #GrowWithHubSpot | @HubSpot IF YOUR BIGGEST CHALLENGE IS TO GROW CUSTOMERS: BUILD A SALES & MARKETING “SLA” Leads Days
  233. 233. @RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot 233@RyanBonnici | #GrowWithHubSpot | @HubSpot IF YOUR BIGGEST CHALLENGE IS TO GROW CUSTOMERS: AUTOMATIC PRICING PAGE EMAILS FOR
 SALES REPS
  234. 234. @RyanBonnici | #GrowWithHubSpot | @HubSpot In case you aren’t familiar with the 
 HubSpot Marketing & Sales Platform: Strangers LeadsVisitors Customers SEO Blog Keywords ATTRACT Promoters Smart Forms Calls-to-Action Landing Pages CONVERT Free CRM Lead Scoring Email Nurturing CLOSE Surveys Smart Content Social Monitoring DELIGHT

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