Why You re Doing It Wrong: Marketing in an Inbound Age. Ellie Mirman Head of Marketing, Small & Mid-Sized Business Segment HubSpot

Transcription

1 Why You re Doing It Wrong: Marketing in an Inbound Age Ellie Mirman Head of Marketing, Small & Mid-Sized Business Segment HubSpot

2 Session Speaker Black & White Ellie Mirman Head of SMB Marketing HubSpot Ellie Mirman is the Head of Small and Mid-Sized Business (SMB) Marketing at HubSpot, a marketing software company based in Cambridge, MA. She specializes in lead generation, marketing, product marketing, and marketing analytics. She has experience launching new lead generation channels, including HubSpot s marketing program, growing it into the company s largest lead generation channel, as well as HubSpot s webinar series, attracting thousands of attendees to each event. She also led the product team s customer research efforts and loves to work at the intersection of Marketing, Sales, and Product. 2

3 Agenda 1. Is Marketing Inbound or Outbound? 2. You re Doing It Wrong: Recipients 3. You re Doing It Wrong: Content s More Important Than Your Newsletter 5. You re Doing It Wrong: Tests 6. Don t Stop at

4 1 Is Marketing Inbound or Outbound?

5 Marketing is changing has changed

6 The Traditional Marketing Playbook Print TV Radio PR Events Direct Mail Analytics

7 86% skip TV ads 44% of direct mail is never opened 91% unsubscribe 200m Say DO NOT CALL 7

8 The New Marketing Playbook SEO Social Media Blogging Marketing Lead Nurturing Social CRM Landing Pages Marketing Automation Marketing Analytics

9 Times Have Changed

10 1990 Sales Demo Please tell me about your product. You have my undivided attention.

11 2013 Sales Demo Does their blog make them look smart? Search Reviews for Company XYZ Do I know anyone who works there? Anyone use Company XYZ? What s it like? Is there a demo video from an actual user? Do they have a mobile app?

12 3 Reasons to Go Inbound 1. Move with the change 2. Save money 3. Think long term

13 Move with the change

14 Save money

15 Inbound Consistently Yields Lower Cost Leads

16 89% maintaining or increasing inbound budgets

17 Increases Driven by Past Success; Decreases Driven by the Economy

18 Think long term

19 Inbound Builds Assets

20 We ve seen it

21 Top 30 Blog 264k followers 443k likes 22k followers JIM RICK 60k new leads/month 8k customers

22 Success with Inbound Marketing 8500 HubSpot Customers

23 What is Inbound ?

24 Outbound +

25 Inbound +

26 2 You re Doing It Wrong: Recipients

27 Purchased/Rented Lists

28 Purchased/Rented Lists Reputable service providers don t allow it There s no such thing as a good list for sale They don t know you and don t want your Every time you a cold list Your deliverability and IP reputation will be harmed PRETEND A KITTEN DIES.

29 Do It Right: Build Opt-In List

30 Do It Right: Build Opt-In List

31 Do It Right: Build Opt-In List

32 Make it EASY

33 Make it EASY WHERE to sign up WHY sign up WHAT you ll get 58%

34 Blast to the Your Database

35 Do It Right: Segment Your List

36 Do It Right: Segment Your List

37 What to Segment On Geography Age Gender Persona Organization type Organization size Industry Job function Seniority Past purchases Frequency of purchase or visit Purchase cycle Content topic Content format Interest level Education level Change in behavior Lifecycle stage type Satisfaction index Form abandonment Social media activity Number of conversions Current products

38 Marketing Automation = Expiration

39 Your List Expires at ~25% / Year Year 1 Year 2 Year 3 50K 21K

40 Attention Expires Too 40

41 Marketing Automation Expiration 500 Leads 50K list 4% CTR 25% Conversion 42 Leads 21K list 1% CTR 20% Conv

42 Do It Right: Fill the Top of the Funnel Blogging SEO Social Media Content

43 3 You re Doing It Wrong: Content

44 Focusing on You, Not the Subscriber

45 Wordsmithing Every Word

46 Do It Right: Create Killer Content

47 Do It Right: Think About Your Personas

48 60% Average landing page conversion rate

49 73% Conversion Rate

50 47 s More Important Than Your Newsletter

51 1.) New Offer

52 2.) Thank You

53 Thank You s Get Twice the Response

54 3.) New Subscriber Nurturing

55 4.) Abandonment Nurturing

56 Abandonment Nurturing 90% of ecommerce leads go cold within one hour, but when remarketed to, spend 50% more. - MIT Study via SeeWhy

57 Not Just for B2C

58 5.) Comarketing

59 6.) Social Media Updates

60 7.) Internal Updates

61 5 You re Doing It Wrong: Tests

62 NOT Testing

63 Testing Brings Consistent, Immediate Results

64 Obsessing About Subject Lines

65 Do It Right: Test Everything, Test Often Offer Topic Format Length/Size Name Landing Page Description Length Image/Preview Form Placement Number of Form Fields Which Form Fields Form Submit Button Text Sender Name/Address Consistent vs. Changing Person vs. Company Category-Related Name Audience Interest Persona Recency or Level of Engagement Other Demographics Lifecycle Stage Format Plain Text vs. HTML Content in Text vs. Images Number of Calls to Action Length of Timing & Frequency Day of Week Time of Day Triggered by Behavior Timing Around Event Frequency

66 Do It Right: Focus on Metrics that Matter Open Rate Click Through Rate Landing Page Conversion Rate Close Rate

67 6 Don t Stop at

68 Only Optimizing

69 Do It Right: Personalize All Channels

70 Do It Right: Integrate + Social = Expand Reach of Content & Build Following + Blog = Create Campaign Around Offer + Nurturing = Increase Yield of Leads + Search = Optimize Content for Search Traffic + Analytics = Measure Results & Segment Better + Mobile = Optimize Content for Device

71 Do It Right 1. Build an Opt-In List 2. Segment Your List 3. Fill the Top of the Funnel 4. Create Killer Content 5. Think About Your Personas 6. Think Beyond Your Newsletter 7. Test Everything, Test Often 8. Focus on Metrics that Matter 9. Personalize All Channels 10. Integrate

72 Thank You Ellie Mirman Head of SMB Marketing HubSpot Black & White Headshot