In this session, you'll learn about: • Defining a inbound marketing strategy to identify your current priorities • Executing a plan to drive the lead and sales you need to reach your growth goals • Evolving your strategy to develop healthy and scalable strategic planning habits Originally presented as a webinar by Whole Brain Group CEO, Marisa Smith and HubSpot Director, Dan Tyre on October 30, 2013.

2. About Marisa
About Whole Brain Group
We’re passionate about delivering premium design &
digital marketing services to growing companies, using
strong in-house technical expertise and a results-driven
process to help our clients generate leads and sales online.

3. About Dan
About HubSpot
HubSpot all-in-one marketing software helps more than
10,000 companies in 56 countries attract leads and convert
them into customers. A pioneer in inbound marketing,
HubSpot aims to help its customers make marketing that
people actually love.

4. Common Challenges of
Growing Companies

5. Challenges of Growing Companies
“We want to find customers that value
what we offer and will help us maintain a
healthy bottom line.”
“We don’t have the leads
and sales we need to meet our
growth goals.”
“We want to generate leads
online, but we don’t have the expertise
in-house to figure out a plan and
execute on it.”
“We have a lot of leads, but our
sales team is having trouble converting
them to customers.”

6. Challenges of Growing Companies
1.
2.
3.
4.
5.
Undefined/undocumented shared vision for success
Unclear or competing priorities
Ad hoc marketing and sales tactics
Ad hoc communication between teams
Getting stuff out of the leader’s head so it can be taught
to new team members
Reactive vs. Proactive

7. Planning and Strategy

8. Define your ideal customer
Who are you trying to attract and what
problems can you help them solve?
1.
2.
3.
4.
5.
Identify key demographics
Define key characteristics
Determine need and pain
Think about how they buy and decide
Create an ideal customer profile

9. Identify your secret sauce
Look at your competitors
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•
•
•
What are their strengths?
What are their weaknesses?
What content are they creating?
How are they positioning themselves?
Look in the mirror
•
•
•
•
Why do your customers love you?
What value do you bring to them?
Where do you need to improve?
How can you set yourself apart?

10. Define your authentic brand & voice
What should people to feel when they
interact with your brand?
1. Set your tone
2. Address writing style
3. Be authentic in person and online

11. Align your sales and marketing teams
Make sure your marketing is designed to:
1.
2.
3.
Attract and educate prospects that are easier to sell
Increase the efficiency of your sales process
Generate enough qualified leads to support your
growth goals improve close rates

12. Document your sales process
Diagram or document the process by which:
1.
2.
3.
4.
5.
6.
Prospects find your business (events, online, networking,
direct mail, etc.)
Prospects become leads (phone calls, contact forms, walkins, etc.)
Your sales team qualifies or disqualifies the leads
Your sales team promotes and develops opportunities
Opportunities turn into sales
Customers are nurtured so they become repeat customers

13. Identify lost opportunities

14. Identify your marketing and sales priorities
1.
2.
3.
4.
Choose 3-4 priorities to focus on for the quarter
Make sure priorities are aligned with the company vision
Decide how you will measure success
Document your plan

15. Execution

16. Inbound Marketing Basics

17. Develop content offers to attract your ideal customer
What are people looking for at each stage of the buying cycle?
1. Just looking or casually interested
2. Actively shopping & considering options
3. Ready to purchase or talk to someone

18. Develop compelling content to showcase your expertise
How can you educate your buyers?
1.
2.
3.
Common questions you hear from your prospects (and
may be tired of answering!)
Questions you wish your prospects would ask you
Misconceptions your prospects have about your company,
industry, products, or services

19. Optimize your website and blog for lead generation
1.
2.
3.
4.
5.
Compelling content to give people a reason to visit in the
first place
Calls to action designed to let your visitors know about
your content offers
Landing pages to give your visitors more information
about your content offers, and collect contact information
via a form
Tracking and analytics for collecting visitor data and
helping you measure ROI
Integration with your customer relationship management
system so your sales team can view lead intelligence and
use it during the sales process

20. Nurture leads with targeted information
Blogging
2-3 posts per week that educate
customers and establish your expertise
Social Media
Promote content and engage with your
prospects and customers
Email
Nurture leads with content offers
tailored to their interests

21. Evolution

22. Data and scorecards
Questions you may be trying to answer:
1.
2.
3.
4.
5.
Is site traffic increasing due to my inbound efforts?
How many new contacts are we adding to our
mailing list every month?
Are we gaining fans and followers on social
media?
Of all the people coming to my site, how many
are becoming leads (filling out a contact form)?
Is my pipeline growing because of my inbound
efforts?

23. #1 Problem?
Getting Traction

24. Meeting pulse
Annual Planning (4 - 5 hour session)
1.
2.
3.
Review previous year’s results
Establish long-term goals for the year
Select 3-4 rocks for the first quarter
Quarterly Planning (2 -3 hour session)
1.
2.
3.
Review results from previous quarter
Identify and discuss issues
Establish high-level rocks for upcoming quarter
Monthly Planning (1-2 hour session)
1.
2.
3.
Review results from previous month
Identify and discuss issues
Establish activities for upcoming month

25. Marketing People Love
By publishing the right content in the
right place at the right time, your
marketing becomes relevant and
helpful to your customers, not
interruptive.

26. Now What?

27. Talk to us
Whole Brain Group
msmith@thewholebraingroup.com
http://twitter.com/wholebraingroup
http://www.facebook.com/wholebraingroup
HubSpot
dtyre@hubspot.com
http://twitter.com/hubspot
http://www.facebook.com/hubspot