INBOUND15

More Value, Better Clients, Bigger Budgets: Moving Beyond the Basics of Inbound

platinum agency partner

What to expect from this session

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Inbound Light to HubSpot

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Code your way to better TOFUs

Interactive eats static content for breakfast•Generates 38% more views than it’s nearest TOFU competitor

•AND … the Submission Rate is 38% higher than it’s nearest TOFU competitor

•But wait, there’s more … the Customer Rate is 2x better than any other piece of content on the site.

Seeing the opportunity

Seeing the opportunity•Ask Sales! People ask questions... but buyers ask different questions and seek different information … nobody knows this like the sales department.

•Marketing triggers … early questions in the cycle … if it really does all come down to price, then what are the 5-10 questions that need to be answered in order to arrive at a budget range?

Interactive content checklist•Answering questions vs serving content•Capture user data, sync often•Learn about your prospects as you go •Know what’s next•Integrate with salesand remember …•Mobile is a must

Hot tub selector

Aqua-Tech Hot Tub Selector•Top converting asset on site•Easy to use and fun•Send lead to bottom of funnel form at final stage•Notify lead of their options via email•Notify sales about their engaged lead

Telco solutions finder example

Eastlink Business Solutions Finder•Capture information in stages•Save each stage to HubSpot•Present the solution for each section•Final screen triggers overall recommendation, email to lead and email of all details to sales dept

•JS/JSON question/answer matrix built for reuse

Inbound + CRO = Money

Add value at the mid funnel•Conversion Rate Optimization•User/usability testing•Heatmaps, clickmaps help determine user paths•Split test big changes, iterate, improve•Need traffic•Exceptionally powerful for ecommerce

Moving down the funnel

Adding value and growing retainers at the bottom-of-funnel

•Helping Sales Leverage Content•Lead Gen•Training & Support

Bringing the top down•Content for sales •Extending marketing messaging down the funnel (Message Templates) to accelerate sales

•Make offer documents available from within the CRM for easy access

Lead generation campaigns

Lead Generation•Integrating social & direct email outreach via internal workflows

•Premium content opportunities•Other revenue opportunities (list gen, competitive research, repurposing lead gen content for general site use)

•Custom landing pages & follow-up emails

Training & supporting the Sales Organization

Training & Support•CRM training •Sales intelligence (Sidekick, BuiltWith, WhoIs, LinkedIn, etc)

•Sales coaching

What do I need?

How can you get started with these tactics?•A developer helps :)•A willingness to get closer to sales and ask probing business questions

•A way of pricing it

About pricing•In our experience, both Interactive Content & Sales Enablement are perceived as higher value by clients and, thus, have less budgetary pressure

•There’s no pricing magic … itemize, estimate and iterate based on experience. But …1. Charge for scoping first2. Build in extra for testing and iteration3. Take advantage of value perception4. Charge more for development than design

INBOUND15