Empower Your Administration with Inbound Marketing Lead Nurturing

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Thank You Nicholas thank you very much and first of all I'd like to thank everybody for joining us for the evening for this webinar on creating an and converting an inbound marketing strategy I'm actually calling live from Perth in Western Australia we do have many attendees here from all over Australia but also internationally as well so I welcome you to the to the webinar and we're actually psyched to have you to join us now hear a lot more about inbound marketing so before I actually get into the presentation I wanted to give everybody an idea of what to expect this evening from administration point of view and also an agenda so like Nicholas said we're looking at around about 40 to 45 minutes of presentation time and from myself and also my co-presenter Tony 15 minutes at the end of that Q&A session so please do ask the questions in the in the question box because we are happy to answer those questions at the end and also these slides will be shared like Nicholas said and also a recorded session so you will be delivered this information following the event at the agenda I will start with a couple of introductions of myself and Tony why markers are shifting from inbound oh sorry inbound marketing from the traditional tactics that we all know the recipe for inbound marketing success and also how we actually put the whole entire funnel together to build a high converting marketing strategy so as an introduction to myself my name is Andrew Levy I'm an inbound marketing strategist at the brand manager here in Perth Western Australia for the last two two-and-a-half years prior to my appointment at the brand manager I was a chief marketing officer for a global software organization where I was able to shift my marketing strategy from a a traditional type to an inbound type of marketing in my specialty is a content marketing blogging social media PPC and marketing automation using marketing tools and technology to improve and leverage my experiences and improving my marketing strategy my personal experiences of using inbound marketing were significant within such a short period of time just by shifting my mindset from a traditional approach to an inbound approach we saw significant improvement in both traffic lead generation and also 2016 growth in revenue so my background is very much about marketing strategy and the inbound marketing strategy and that's why I'm hoping to share that with you today with my co-presenter who is tony eades so hi again Tony yes hello Andrew and good evening everybody great to be part of this fantastic webinar going out across the world bringing us all closer together thanks to the internet so Tony Jay is the director of the brand strategy in CEO of the brand manager he for the Australian audience he's actually the digital brand expert for Kashi's business builders many of the Australian attendees today would know if David cost from sunrise presenter on sunrise Tony works and present with his team and his community to help support the growth from a digital marketing perspective he's also got a wealth of experience and that is an author and a columnist for many of the biggest Australian magazines here across Australia so where I wanted to actually start this particular session is I wanted to set the scene of why markers and now shifting from traditional marketing to inbound marketing as we've all we all know we can all see the shift there's been such a big fundamental shift in the way that companies are reaching their audience but also the way that buyers a buying product and service two or three years ago brands were actually in control buyers would consistently bombarded with Trucy style of advertising like billboards commercials and cold calls she trying to sell them their product or their service but we take it forward to 2014 and beyond the customer is actually now in control buyers are tuning out loud interactive style of advertising and they're opting to consume more information online they have a lot more information at their peril and therefore they're opting to research and look and search on Google as such to find relative information so one of the reasons why interruption or interruptive style of marketing doesn't work and the number one reason is because the marketing landscape has become insanely cluttered this particular graphic here shows where we were two or three or four years ago where we're simply looking at three or four or five different channels that were feeding out to the public this is where the public was trying to source our information if we move forward this is now what the marketing landscape looks like there's magazines TV channels radio stations the old tactics which people are still using but now we have a gajillion websites for every conceivable interest more technology social media so much more content that is being consumed out there in the market that now interactive style doesn't work consumers and prospects and buyers now have so much more activity and so much more content to consume than they ever have done before so that is a change in behavior this particular graphic here and gives us a simplified timeline and of appearances of advertising and major communication channels it gives us an indication of where we can now advertise and now where consumers are now finding their content finding their information and what they're actually doing we've got so much more Avenue as a marketer to push out content so you've now we're looking at how our buyers actually do buy today and this is the very interesting point 90% of research starts with a question our buyers have a problem or a need but they aren't actually sure of a solution many of the 10 DS on the call today you know we would we would be talking to a friend or talking for colleague and we have questions what we're doing now is we're asking Google by asking Google to solve our problems because that's where we're finding the information so 90% starts on Google and it all starts with a question a longtail keyword like my example how do I increase my Twitter followers these are the questions now 92% clicked on the organic results not the actual paid advertisements so the target market is consuming the information that they feel is relevant to their needs not necessarily finding a company but finding the relative content it's going to answer and solve their problem so as you can see my highlighted screen it doesn't necessarily have to be a company page it can be a blog post like these two examples how to dramatically increase your following which is an article written on the Forbes forum 10 ways to increase your Twitter followers state of digital these are all educational based content resources that are now ranking high on Google and this is what people are actually searching for and this is how people are finding their information at the very top of the buying cycle so education and research is what they're choosing a lot of b2b companies now are placing a higher value on educational formats like blogging and webinars where maybe a b2c customer is more willing to experiment on advertising digital formats maybe interactive tools and videos but it gives you an indication when this statistic here the 46% of people now read blogs more than once a day it gives you an indication of where the mindset is of the consumer they trying to find this information where its blog whether it's imagery where it's at using infographics within our blogs it's all educational based content not selling your service and not selling a product but sharing our knowledge with other people they're also engaging following untrusted networks social media had to become a powerhouse good stand out content free content to our target market 85% of people are now engaging on social media so every single organization doesn't matter what vertical what industry you're in 85% of your buyers are actually on social media 71% of people read relevant content so talking about ourselves we're talking about our product or our service people tune out if we're providing educational based content that is relevant to our buyers are then it's more likely they're going to engage they're gonna retweet you're gonna follow they're going to post for them to share content is gonna go viral and this is how we start to build up a lot more trust in that in that top end of the cycle where our content is being sent viral reaching more people based on the information and interestingly 35% of people now purchase through brands they know and trust online so it's so important to make sure that sending out quality deliverable content that resonates with a fire that is building up trust every single time we touch these people with quality content now giving an indication of where the buyers are today well statistic from HubSpot tell us that 88 10 other prospects consultant average of ten point four resourced before any human engagement it's incredible stats where things were two or three or four years ago 60% of the sales cycle is now over before biased talk with a supplier so what is this information giving us what are these statistics telling us our buyers now like to educate themselves rather than speaking to an individual or speaking to a salesperson we don't want to be sold to any more we want to the information we want to educate ourselves we've become smarter than we ever have done before the internet social media the amount of content that's on the Internet has allowed us to become even better smarter and more wise with our purchasing decisions so we must change the way that we think as a marketer to then connect with our buyer the question is how can you do marketing that your buyer will love this is where we start the process of inbound marketing some people on the call today may already know about inbound marketing this market the first time you've been introduced to inbound marketing so what I wanted to do at first is to set the scene of what really is inbound marketing people think it's content marketing people think it's a new style of marketing what is it so I'm going to set the scene for you before I then pass across to Tony age who will drill down into the intimacy's about nurturing you lead through the funnel and in increasing our conversion rate at every single step of the way ultimately increasing our results so content creation is inbound marketing it is the fuel of email marketing the point or the main point about content creation with inbound is that you're targeting your content that answers our customers are your customers basic questions and needs and you share that content far and wide so much like I said before my customers have a pain our customers have a problem our content must answer the customer's basic questions many companies out there at the moment are creating content but it's just effectively noise it's creating a lot of noise on the line that isn't actually targeted to the consumer and that is the key to inbound marketing content is that we understand who our buyer is and then we answer their question so that were connecting with them on a one-on-one level and sharing obviously that content far and wide is we're creating the content like an SME Rush example they have thousands of people people bring forums and different channels where we're sharing this information so it's remarkable content being pushed out we talk about inbound as a lifestyle marketing or looking at the lifestyle marketing where we actually recognize that people go through stages as they interact with our company people have different challenges different goals and they all set at different stages of the buying cycle so requires different marketing actions at different points so the days of actually sending out blanket generic information doesn't connect with every single person because we're all different we can't be marketing to people like they're a crowd we need to be speaking to them as an individual and therefore they sit at different stages in the buying cycle some at the top some in the middle and some right down the bottom of that marketing funnel so the content must be mapped to them as an individual that's how it's going to strike a chord with the individual we talk about personalization as context the more that you actually learn about your lead over time the better you can actually personalize your content to their specific needs and later in this slide deck Tony will share with you how we gather explicit and implicit data which is a demographic and your behavioral data about an individual so that we can better personalize the content to their specific needs and once this type of activity increases our engagement it increases our click-through rates it includes it increases the way that people interact with our content so it's all about personalization through that marketing funnel and again Tony will share that a little bit later down the track email is multi-channel presence it's about inbound being multi-channel is a nature because it approaches everybody where they are where they interact with you so as a as a buyer persona your target market might be more relevant on say a social media forum like LinkedIn or Twitter or maybe email marketing wherever they interact this is how we have to connect with every single person is completely different to inbound covers to the whole entire funnel no matter where you are in the lifecycle and no matter what channel or or marketing activity you prefer the inbound marketing is covering it all look at integration publishing and analytical tools working together allow you to focus on publishing the right content in the right place at the right time and that one line that one sentence of delivering that right content to the right person is so incredibly vital to increase in conversion throughout your whole entire broad strategy and making sure that you're including increase your engagement rate that really is the core of inbound delivering the right content to the right place at the right time so just very quickly as a summary of what inbound marketing is before we actually get down to the core where we're starting to look at the funnel I'm starting to look at how we actually increase our conversion rate so inbound marketing of these three points summarized building trust amongst your prospects this is what we're trying to do throughout the funnel 90% of people who are on the line who are on those Google searches and asking for questions are not actually ready to buy they were only researching so we need to nurture them through the marketing funnel so that they can actually I just move through that funnel to that buying stage that's our aim now as a marker so we can qualify our prospect we need to be loved not ignored by your customers this is by producing that quality content that resonates with our buyer persona at the right time that is that is not about talking your product or your service when they're at the research stage they're not interested in who you are they're interested in actually finding the information that they've served for so interestingly 80 to 90% of companies now are the online presenting information about their product or their service but they're actually missing out on 85% of the opportunities because our buyers are not ready at that point yet it's only until the last four to ten percent do we start talking about our own product and our own service so being loved our marketing needs to be loved it needs to be content that resonates with our buyer persona and outsmarting not out spending your competitors inbound marketing is actually 61% more cost effective than traditional advertising or radio or TV so where our competitors now are actually spending and throwing out a very expensive net we're being smarter with the individual if we start to make sure we make sure that our marketing is targeting an audience of one we will outperform our competitors who are marketing to a crowd and gin with generic information hopefully they capturing your four or five or six or seven people with a very expensive net so embarrass all about building trust it's all about connecting with the individual and it's all it's all about about making sure that we've been smart with our marketing and not spending a huge amount of cost to actually acquire a customer so now how - how do we actually get started we've inbound marketing and my colleague and co-presenter tony eades will now take us through the actual buying funnel of inbound marketing and some of the actual marketing techniques like blogging and email marketing and call to action the landing pages and putting this whole entire piece together of how you can increase your conversion through the marketing funnel so Nicholas it would be a very good time to switch across to Tony which will allow him to take controls okay Andres thank you very much and here we go Tony fantastic thank you very much Andrew and good evening again I'll just make sure that is that on screen now for everyone yes it is yep so moving on as Andrew was just saying it's it's obviously a massive change that's happening in the world at the moment as we're all experiencing and inbound marketing is is by far the best way and the most measurable way that you can really market in today's world one of the things you've heard a lot of stats but just to add to that 79% of marketing leads generally nowadays are never converted into sales and the reason that happens is because they've generally a lack of lead nurturing being the most common cause so the way inbound marketing works is that we really have to start looking and focusing on our customer which is our buyer persona when I talk about in a second and then following four simple steps of inbound marketing and that's what we're going to cover today is how do you create an effective inbound marketing campaign and how does that differ from traditional advertising and traditional forms of marketing that you might be doing already so firstly as Andrew was talking about before it's all focused around the buyer persona now nothing new about demographics we all talked about okay target markets people that we need to actually aim at really understanding who our customer is but we we never delved really deeply into the psychographics of a particular customer and this is where we need to start getting into now so basically the way it works is that we really need to be thinking in terms of one to instead of doing one too many we now need to be looking at more than one too many and they're looking at one to one it's about having that personal relationship with our customers and really understanding them and the way we do that and creating this audience of one for our marketing is by building a buyer persona so by persona starts off with things like the general demographics and who they are but then from there it moves on to understanding more about firstly their communication preferences where they actually go watering holes is what we generally call it where we think we'll in this particular case on your screen marketing meri is our buyer persona where does marketing marry go to get her information and then from there we start delving deeper then into the psychographic side which is around the goals the challenges some of the pain points that marketing meri or marketer Mary would be going through because it's within those pain points that were actually going to be finding blog posts and content that's going to resonate with Mary and obviously that's going to drive her towards more and more of our content and downloading some of our offers as we move forward we also needs to look at what our common objections are around when she's doing her job but also her lifestyle anything that we can start to build that relationship with in terms of marketer Mary is really where we need to go so it's delving a lot deeper into finding that and then tracking all the success of how we actually engage with her and how she takes our content and uses our content and then even shares our contents with others because obviously if she's sharing a content ideally she's sharing it with other marketer Mary's that will then end up joining us and going down the sort of marketing funnel so really it's about nailing down the buyer persona first and foremost because every campaign every inbound marketing strategy starts with a clear buyer persona so every aspect of your lead nurturing really needs to focus or it will suffer if you don't really classify who your buyer persona and you will have more than one different divisions of a company or even just a general business may have obviously more than one typical buyer persona but you start with one and in kind of work your way forward from there the other thing that's changed in the world we live in today is obviously the buyer journey so we need to recognize that the buyer journey that used to be quite lineal people would just generally go they would advertising as Andrew showed that slide earlier on people would use advertising as a particular method to find products or to find businesses so it's very little they would have a need they would go and find an ad in a paper or be absorbed to it through other media and then they will just go to a shop and make a purchase that was in the traditional linear old days nowadays however it's the other way around it's more random the actual buyer journey has change so much became more versatile than our marketing needs to follow that same method so we still go through three main stages though when we're considering all which is the awareness stage of knowing that we need something we have a pain point we have a need for a particular product or business service we then go through the consideration stage and then finally the decision stage when we're ready to make that purchase now if we put that into inbound marketing terms it kind of looks like this and this is how we kind of follow it from a HubSpot perspective which we mention a little bit more about HubSpot being a technology platform that helps drive inbound marketing a little bit later but as you can see here what we've done now is created the four steps that I was mentioning at the beginning of the presentation so the first step is the attraction stage where they're attracted to your website attracted to your content the conversion stage where were actually or consideration stages we had before where they're actually converting into a possible lead and then between the lead and the customer they become the closed stage and then from there we educate them further to become the delight stage so they're the the fourth main steps of an inbound marketing strategy the important thing to note is sales people today or people any of us were actually dealing with closing a customer should only be working on those last in closing and delight a lot of times and most websites will try and sell to people from the very first day so as soon as they get to a website you'll you'll see a lot of the call to actions are you know download this trial by now booked an appointment they're all bottom of the funnel type of offers which are down at the close and delight stage whereas you know stats show us 90% of people that are searching on the internet and looking on Google are not ready to buy they are just information hungry they're trying to find information to help solve their pain points or make an informed decision on something they're not ready to buy so that's what we're missing the majority of prospects because we're not giving them what they want when they're searching online so we're gonna go in a bit more detail in terms of how those four different steps so we'll start at the top which is step one and you can look at it also like a funnel if you like levels coming from the top down so at the very very beginning as I said a lot people are at that 90% not ruined a by stage there's also the fact that Forrester Research predicts that you have only up to around 59 seconds under a minute on a homepage to get somebody into your website so three main reasons they stake for people leaving a website they find it's not relevant you know a lot of people find that their searches now and just not relevant so therefore they're going to leave the cycles they just don't have time to waste they don't know what to do next and they also don't find it trustworthy the three main reasons people leave so what we need to do at this very top stage which is where our ninety percent of people are coming into this and not ready to buy is to attract them with good relevant content so this is this is traditional outbound advertising turned into inbound traditional outbound would have been just driving people to call us by interrupting their day whereas now we're actually putting relevant content for them through our vlogs through our social media through our keyword optimization and obviously our side pages to actually tell people what's happening and and obviously give them sort of relevant information so this is what we call the attract stage so people are actually strangers in a way when they're coming to our website we all we only know them actually as as a as a number so it's just an initial attraction that they're coming to us but we know ideally they're coming to our website because they're coming to us because they've seen some content so therefore they're an interesting prospect as far as our marketing is concerned so we write good blogs so good blogs are what it's really all about this is a kind of typical blog on the screen now you know Nielsen predicts that you know consumers today are 5 times more dependent on content than there were five years ago and the reason being is because they're searching as we're saying before they're looking for answers are looking for content they want to solve their buying decisions themselves as Andrew said I think before earlier in the presentation by 2020 85% of the buying journey will be done online before they even speak to a human being these are stats to people predicting now there's only a few years away so if your content is irrelevant and you're not already starting to nurture the lead the chances are you won't get that last Dean percent so it's really important that we we target our blogs and as you can see if you know who your by persona is and some of that information we were talking about before you can really write a fantastic blog or a blog post that resonates with a pain point or a goal or something that really means something that's relevant content to our buyer persona so blogging is very very important and it does produce great ROI as well here's some research that was done recently again from HubSpot who do a fair amount of for that sort of data but you can certainly google this sort of stuff just put some you know inbound stats on blogging and you'll find this type of result as you can see whether it's multiple times a day or daily to two to three times a walk to weekly you can see that the percentage of marketers have demonstrated that inbound certainly produces a far better ROI or return on investment then those that don't do it as regularly so it really does make it a difference we are living in a continent world and as long as you get that content relevant people will absorb the content and they will go hungry for more content to your website and another step for you here the companies our blog generate on average there as you can see 126 percent more leads than those that don't because obviously you're not selling to people anymore we're living in a world where people just do not want to be sold to we we have do-not-call registers we have junk mail filters you know we're making it as obvious as we can to marketers that we do not want to be sold to anymore we want to be helped we want to be nurtured we want to be educated to help us make a buying decision and and then when we're ready to make the transaction that's when we will come and obviously talk to a particular business so you need to be active on social media as well social media is one of these free fantastic platforms that used properly can produce great ROI for a business but if you don't use it properly it is an absolute time waster and if you're sharing the wrong content in telling people about what you had for lunch you know it's just not interesting it's not relevant people don't have time to absorb that sort of content you need to realize that our buyers are now on multiple channels we need to be omnipresent with our brand we need to be across these channels if people are looking and searching on Facebook and checking their Facebook if they're there on Google and they're searching for something if they're are looking on YouTube or wherever they might be our brand needs to have a presence if that's the watering holes or that's where our marketer Mary or whoever are by Posada goes for their information so social media today did a report earlier this year that found that brands had expected to be active across three to four channels that's what they found from doing some research that people expect brands to be active across those channels at least three or four channels and 92% of brands see results through social media so they claim to have seen because they're tracking it and putting correct content through so you need to track leads opportunities and contacts but you also need to make sure that the contact that you're putting on is relevant and one of the things nowadays with a new market of Millennials that are coming through that is changing the marketing landscape once again Millennials being a younger audience are more time poor they they're more demanding as a consumer than ever before they want instant results they expect brands to be on social media and they expect brands to respond on social media as well so it's no longer just good enough to put a post up and leave it there you have to be available to respond and interact with a particular prospect or even a customer an example on your screen now is one that just demonstrates that to her to a fantastic degree this was a post that was put out by somebody here at a particular term and all traveling and they just did it a little bit too quickly and came up with I want to make love to the JetBlue terminal but within minutes the response was back because obviously they were checking their um their social media feeds and came back with a great response as you can see on the screen there in in blue so so JetBlue obviously showing that their brand is omnipresent it's available on on Facebook and it's also or on Twitter in this case and it's obviously very quick to respond so it just shows that a brand today has to be so much more active and it can't be passive as perhaps we used to be in times gone by so the next thing is really to look at content around our targeted words because we really need to make sure that keywords are used if we want to own our space in the marketplace then SEO is by far our most prominent prominence of importance we need to make sure people can find us and if you know a lot of people are using Google as they do then we need to be found on there so the way we do that is by making sure that our keywords are SEO keywords that we want to be found for are embedded within our pages are embedded within our content our links and a whole bunch of other things so Google will start seeing that we kind of own those keywords because we're using them to not sell but to produce content that obviously resonates with their audience we need to keep our website's fresh and we need to easily deploy site pages so we need to be flexible our websites today need to be constantly frequently updated every website has to have a blog as we were talking about so therefore there's you blog posts they get put up there but we need to have a website that's transient that actually can even change depending on our buyer and certainly using technology like we've mentioned a couple of times HubSpot and their platform enables you to create changed content on your site only subtly but relevant to a particular prospect that might be on there at a particular time in their buyer journey so it makes their buying experience or rather their viewing experience far more personalized and therefore more relevant and therefore they're going to stay longer and that's what it's all about nowadays making that sound so much more relevant in terms of our communication channels so Jupiter research if predicted as well in terms of relevant emails they can if you make a relevant email that's targeted to a particular client so in this case we've got you know this is a web content that we've done this way with this which is personalized to the degree we've got hello Rick if you also personalized emails the same way it can drive at 18 times more revenue than general broadcast the bottom line is up to 74 80 percent of consumers are just frustrated with web sites and content that's just not relevant to them anymore and we're just we're just tuning out from that stuff that's why people are unsubscribing to emails and and obviously not staying long on a website these days it's getting lower and lower under 59 seconds as we said before so we need to now personalize our website content so it's relevant to the person when they're coming in now interestingly we've we've tried this with a number of different audiences the Millennials the younger the audience the more they like this type of personalization generally the older the audience the more they're worried about they're all hang on how did they know my name was Rick what what are they gathering you know I'm starting to get a bit like big brother is watching me type of feel so it's interesting that you need to look at your by persona and see if it's a younger demographic that you know aiming at this is the type of personalization they want but remember the Millennials of today will become the Gen Xers and the baby boomers tomorrow so as they grow up so the future of marketing is all about this personalization is giving people a name giving them content that's relevant to them and and just continually building that relationship with them online so step two out of the four is around conversion and this is where we start to to get a little bit more meaningful because now we want to engage with our visitors so we need to know something about them so this particular case we want them to be thinking about downloading something of our website so the conversion stage is whether from a visitor into a lead is where we need to be putting on calls to actions or sent away their CTA s and landing pages so typical kind of offers that you could have on there could be you know downloading something like a guide to something or a white paper or even attending a webinar like this where you're getting more information but for whatever reason you're offering them something of value and in return we're asking for our visitor to give us their email address in their name which then starts our relationship building it starts us then also knowing who they are because we can relate that to their IP address and when they come back to our site we can track their activity that I have on our site how and and also how often they come so the more frequent the visitor obviously the more down the funnel or relevant to to ask in terms of becoming a potential customer they are so encourage your visitors to take action as I said one of the reasons people leave a website out of those top three was you don't tell them what you want to do next so give them something to do give them some good content without sales that's all about helping them solve an issue or answer a question they're going to download this white paper or the simple little ebook and in return give you their their email address in their name we also need to make sure that if they then come back to our website okay so they're visiting a second time we don't give them the same information again because now they could have moved on they could have moved down the funnel into what we call like middle of the funnel down sort of getting closer to becoming a customer so in this particular item on the screen now you can see that the first time that they might have got onto our website they were given the CTA at the bottom in red a free guide to how to use LinkedIn but then the next time that they go back we consider them to be you know viewing us a second time and being a little bit more engaged so now we give them a second offer so the system if you're using something like hotspot as a marketing system tracks that we recognize who they are from a second time visitor and we deliver something different so this time we deliver a CTA which is learn how to optimize your social media marketing as you can see a little bit more engaging a little bit more educational but obviously very very relevant because we don't want to be giving them the same offer they've already seen so we're moving them further down the funnel as we're doing this and and obviously building up that by persona as we move down there down the funnel so it's all about driving the visitors so that they eventually become leads we're getting more and more landing pages the prospects are submitting more and more information and the way we do that is obviously by offering them as we said before guides and offers that give more engaging in more detail as they get further down the funnel and therefore closer to making a buying decision so we do that by actually capturing them through information as you can see on the screen we want to keep asking them new questions because we may think we know a lot about marketer Mary but we don't actually have that validated yet until we start asking relevant questions so typical is we would call middle of the funnel at this particular stage of the buying journey questions that we might ask her could be stuff you know that's kind of relevant to what you might be doing what is your role you know does your company provide marketing so is one of the best ones we love is the one at the bottom there what is your biggest marketing challenge so if we can start to understand that marketer Mary's biggest challenge is getting leads to our website then we obviously understand that where there could be a service that we could help her with a pain point that she needs some help with and then obviously offer our services around that so as they go down the funnel we're building more and more information until they get probably to the bottom of the funnel where we could even be asking them for things like what's your budget when do you intend to take action really relevant stuff because we've spent time building that relationship and building the journey with them and sharing the journey with them for the thing this is the a screen taking out of HubSpot it shows that as we're grabbing all that information we need to capture all that information have it easily accessible so this is a typical context information window that shows that this particular lady it happens to be Mary so maybe she's a marketer Mary first had a touch point with our brand a year ago her last touch point with us was five hours ago and then it gives you a complete feed of everything that marketer Mary does the ebooks that she downloads the blog posts that she reads the webinar she attends the even the content that she then shares via social media is tracked so we really start to get an activity report and a feel of exactly how engaged Mary is with us and our brand so the next generation of marketing is really about having a data base that gives everybody a 360 degree view of our prospects it enables us once we know who the buyer persona is and where they are in the buyer journey which is what this information this data is giving us it tells us what information we need to deliver at the right time so inbound marketing in a nutshell is about delivering the right content to the right people at the right time and we use technology in the form of HubSpot and other platforms like that to actually tell us when we need to trier that information off so it's it's very much about the new way of doing marketing it's being a lot more I suppose we've moved more from being marketers to da artists scientists where we're actually using technology now to help us help and therefore help them nurture through the buying decision but obviously what it does is it means we don't have to advertise anymore we don't need to sell anymore the selling is actually done through the subtle content and the nurturing that we're doing with our leads step three is about closing the leads and the important part of closing the lead after we've done all that lead nurturing is done a number of ways so one of the best ways that we found is using a thing called lead scoring so what lead scoring does is is when marketer Mary is moving around our site we can give her a score for different things that she does like it's captured in our CRM so for example if marketer Mary downloads the top of the funnel offer the Lilly book and I give her 20 points if she then reads a blog post it might be a couple of points here and there for that if she shares one of our articles we might give her five points and then if she starts to download to say middle of the funnel offer or even visits our pricing page we might give her a you know thirty points so by the time marketer Mary reaches maybe a hundred points our system and our process considers her to be a elite a lead that's ready to be converted into a customer so that can pop up on our screen and say love this particular marketer Mary is ready to engage so it becomes a lot more analytical and driven that actually means that we're spending less time with tire kickers or people that are not ready to buy and more time with the clothes and the bottom of those two which is what I showed before on those four steps so it makes our sales department so much more effective because now they're only dealing with people that are ready to buy and that are at that purchasing stage rather than people they're just looking for a quote not really committed and the important thing to note as well is we don't care how long that first two steps take it could take a week for somebody to go from the top of the funnel to this bottom of the funnel stage it might take them a year but because our marketing is in place and it's all running itself we don't really care because as long as it's in place when they're ready to come to us and when they're ready to buy from us is when we're ready to talk to them we're not wasting our time at the wrong time so the closed stage is all around lead scoring it's about sending email out it's about the marketing automation it's about sending workflows out we're going to too much detail tonight about that but it's really about having the automation in place to to subtly be sending content out whether it be a relevant blog post or a more detailed bit of information so it helps that buy and make that clothes lead until they're ready to do a bottom of the funnel verb which is when we really need to sort of engage with them and the bottom of the funnel offer is is really where we're going to get them to come and see us all or to do stuff so lead scoring will determine that for us it will tell ourselves people right these people are ready now to to have an appointment and to come and see you we need to make sure that when they're ready to do that we've got we've captured all their contact details it's given these salespeople all of the different information that we've captured through the whole buyer journey from when they very first came to our site to when they're there now so it's very very important to trap all of that kind of stuff because just imagine if you put your hat on as a salesperson if you've got all this background data about the prospect before you actually engage with them it can make that that whole transaction so much more effective because you you virtually there just to continue that journey rather than try and sell them something that they're not ready to buy so we make sure we've tracked everything we know the opens and clicks of emails we know how we've engaged with the prospect we know their real-time notifications one of the the great things you know without really you know keep using some HubSpot that one of the the great little things I love is that they have a thing called sidekick which as you can see on the screen that Brian stone at the bottom there has opened up your signed contract like it's real time data now so we can actually see once they've engaged at the top of the funnel we can see people actively on our site which is just kind of fantastic that we can see that Brian's opened this and he's now gone to our pricing page and he's now typing a contact form to it we almost know when Brian we can see when Brian's ready to contact us because we can see his activity starts to increase so he's at that kind of final stage of the purchase and the buyer journey so sending targeted emails is important too obviously we've got to keep that personalization going making sure our email content is relevant because it found people were just that they would just unsubscribe to your emails you know people are found with certainly sending personalized emails that results are just far far greater it's all about what we call behavior marketing and sending that email at the right time when it's relevant to people like a lot of people will end up in the junk mail if it sells and so we're not making it sells we were making a content driven we're personalizing up a putting first name in there and even changing data within the body of the email itself so it becomes relevant we might know that a particular person has gone to our case studies page so we might put hi Mary here's an interesting case tone that we thought you might like and it's not on our website we wanted to share it with you personal or a sudden Mary's gonna think hey I was looking at case studies now here's one they've sent me so again it merges that they just one step closer so targeted emails are very good sending it through the segmented lists as well so we can really set eggman our lists down we shouldn't be sending one to all as we said before should be one to one or at least segmenting it down to a group of buyer personas or people that are engaging with us as a certain part point of that prior journey so we can then send emails that are even more relevant than if we just sent one to everybody and then therefore I click-through rates go up here's in fact some of the rights that people have found from using email segmentation 39 percent increase in open rates which is tremendous and you can see the stats all the way down there but one I love there is the 24 percent greater revenue so they've actually tracked it back that not only have these people opened a segmented email but they've actually actioned it and then it's gone through to a purchase so people have found that their revenue is increased by 24 percent as well as just you know that you increased open rates so just makes sense to stop sending emails to everybody and start personalizing the whole email experience so personalized emails also improve the click-through rates as you can see here as much as 14% and conversion rates by as much as 10% so it goes without saying you know make sure emails are personalized and then finally closing the loop by integrating all of this together is using the CRM whether it be HubSpot or one of the other serums that are out there you know it's just fantastic that we have this thing we call now release marketing it's where sales and marketing become one so marketing now has all the information about building a relationship with a particular prospect handed over to cells and then cells carry that relationship on further to do not only the the final transaction then to continue building that person into the delight stage which we talked about a second which then becomes a brand ambassador for our brand so it's very very important now that we follow this this brand context marketing if you like which is through every level of the buyer journey so from an audience all the way through from visited a prospect to lead to MQL which is marketing qualified lead which is when we basically move them on from a middle of the funnel to an opportunity where they're ready to buy to finally a customer and then the final step is the delight stage and this is where we don't just leave the customer a customer we then make them think brand ambassador and advocate for our business so what do they do they go out start sharing our content they start you know telling people about how great we are so then people go back to step one that are thinking these people that such-and-such Mary is telling us about we should go back in there so marketer marries that we've looked after through the whole journey become ambassadors to go and bring in more marketer Mary's from there so very much a closed-loop marketing all about continuing to educate and grow our audience so they become greater and greater and therefore our business grows that's what it's all about these days so you keep the cycle going keep the nurturing going and the personalized content going and the results will be there because we can measure every single element every single part of that transition from top down to the bottom that's the best thing about inbound marketing these days is that it's totally measurable you run a radio ad today or TV ad or you do some mainstream marketing you don't know if it's worked you you only know if it's worked if the phone rings if your bottom of the funnel is is going off but you can't work your way through whereas with inbound marketing you can track it all the way through it the important thing is as Andrew said I think before sixty-one percent less per lead it's been proven you can see some figures on the screen there so why wouldn't you do in bear marketing if it's more effective than traditional marketing and it cost 61 percent less it's just done you know a fantastic thing 93% of buying cycles now they start with an on search 93% so when someone wants something there online first 93% of people start buying online so your SEO is vital how do you get SEO you get SEO through putting good quality content that Google loved and therefore give you and make you get found on the net and finally companies with marketing automation have experienced a four hundred and fifty one percent increase generally on qualified leads and that's what I think our clients and ourselves have found more is that they're qualified leads so the people that are coming to you and calling you and coming through that bottom of the funnel are actually qualified they've done the 85 percent buyer journey says now they're ready to make the transaction and for questions and Eugene you want to take over you there Andrew auntie hand you Andrew well guys I don't I don't see question yet you got me in the years I hear you Andrew I don't see questions here yet yes totally out is that this is a good moment to type the question in the chat box if you have any in the meantime we'll let you make like a summary of today's session while we give some time to our attendees to to sink some question is that good for you guys yeah you do you wanna just do a wrap yeah early on believe me yet the presentation it's about understanding that marketing has shifted dramatically it's a fundamental change from a marketing perspective or from a marketer's perspective but also from a buyer's perspective things have shifted and then marketers have to kind of sheet with this whole entire process of buying and selling product we the in further went into the actual inbound marketing funnel and looking at the four stages of attract convert clothes and also delighting the customers it's really really important that we're actually taking our customers through the funnel rather than taking a lead straight to the bottom of the funnel where they're not actually ready to buy and this is how we start to increase our conversion rate and start to increase our trust reliability through that funnel is by actually nurturing the client through with context and content so we actually drill down into some of the marketing activity of when to distribute content how to distribute content and then also importantly making sure that so we're understanding exactly how to deliver the right content to the right person at their right side at the right time in their buying cycle so it's important to actually make sure that we're connecting all of these points together to then increase our are marking front I mean my personal experience I have seen such a big shift as I showed earlier in the slide deck and I've taken my mindset away from traditional to an inbound marketing strategy which had significant growth at 26% within the year and significant growth in online visits and online leads so it's shaping the inbound marketing funnel and making sure that we're marketing effectively and making sure that our content is that is loved by our our our prospects are our typical buyer as Tony mentioned if thank you thank you Andrew here I have a question from Sheila Sheila says when you mentioned that bars should be on three social media platform should the content going across all platforms Arnie I was going to say yes I mean it's extremely important if you are owning three or four social media channels within your organization every single post that you should be delivering should be individual to that that particular platform people who engage on Twitter are very different to those that engage or typically engage on other platforms I Pinterest if you're in business consumer or LinkedIn it's a different language it's a different communication path so typically customers or markers used to use tools like HootSuite which are very good for increasing productivity whereby you're distributing one individual message and it then sends it out to three or four different social media platforms we have to get away from that because much like Tony and I were mentioning throughout the throughout the session it's about personalizing making sure that you're interacting with an individual and therefore if you're sending out generic information across all platforms then you're not speaking to the individual not personalizing your content and what you're in doing is you're actually increasing follow of a team so it's important to make sure that every single network that you you post on and he's speaking the language of the readership of that particular channel thank you Andrew Tony they want to to say anything about their this question you know I think it's just to make sure that the content that you're putting out there is engaging and that people are going to interact with it because I think I think nowadays your education is good and we need to make sure that we're pulling stuff out as education like we're talking about relevant content and definitely like different content it you know different ways of sharing it but certainly depending on the actual platform we're on if it's Facebook you know it you need to be sort of pushing to get people to interact with it you know to share it to comment on it all that kind of stuff because I just think social media sometimes if you have a look this there's a lot of post being put out there but not a lot of that actually activity if you know or interaction so I think we just have to be you know careful about what we put on there and making sure we would give it a bit of interaction or encourage interaction