Iconic Orange Sales Presentation

1WHAT IS INBOUND MARKETING?

2THE PHILOSOPHY: WHY INBOUND WORKS

3THE METHODOLOGY: HOW INBOUND

WORKS

4THE TOOLS: A PLAYBOOK THAT WORKS

CONTENTS

1WHAT IS INBOUND MARKETING?

Inbound Vs. Traditional Marketing

Instead of buying ads, buying email lists, or cold calling, inbound

marketing focuses on creating educational content that pulls people

toward your website where they can learn more about what you sell on

their own accord.

A marketing approach that reaches today’s consumer

Be found online by qualified leads with optimized content across website

pages, blog articles, social messages and more.. Use your content to

bring your audience to you.

2 The Philosophy:Why Inbound Works

1WHY INBOUND WORKS

MARKETING BEFORE AND AFTER THE INTERNET

BEFORE• Buyer: Relatively uninformed

• Buyer Journey: Linear

• Marketing Playbook:

Interruptions through cold calls

& advertising

NOW• Buyer: Well-informed

• Buyer Journey: Fluid and random

& usually starts with Google

• Marketing Playbook: Thought

• leadership through content creation

• The media landscape has grown by forum and volume, there are now

hundreds of ways to reach consumers digitally

• Interruption by old marketing techniques are bothersome, Consumers

make purchasing decisions on their own time

• Let’s face it: Marketing has gone digital

WHY OLD MARKETING METHODS DON’T WORK

Inbound Vs. Traditional Marketing

• 1920: 1 radio station --- 2011: 14,700 radio stations

• 1946: America had 12 broadcasting TV stations --- 2011: Now over 1,700

• 1998: Average consumer saw/heard almost 3,000 marketing messages per day

• 2014: Today there are an average of 1,500 stories competing to show up on your

personal Facebook News Feed at any given moment

The Proliferation of the media


2THEMES OF INBOUND MARKETING

These Changed Everything

There are several themes of inbound permission-based

marketing• Content Creation

• Lifecycle Marketing

• Personalization and Context

• Multi-Channel Presence

• Integration

THAT is WHY PERMISSION BECAME MORE EFFECTIVE

THAN INTERRUPTION

Content Creation

Create targeted content that answers your customer's basic questions

and needs. Then share that content far and wide across all digital

platforms.

Lifecycle Marketing

Recognize that people go through stages as they interact with your

company, and each stage requires different marketing actions.

Personalization and context

As you learn more about your leads over time, you can better personalize

your messages to their specific needs.

Multi-channel presence

Inbound marketing is multi-channel by nature because it approaches

people where they are on numerous digital platforms across the web.

integration

Your publishing and analytics tools all work together like a well-oiled

machine, allowing you to focus on publishing the right content, in the

right place at the right time.

• Building trust, not skepticism among your prospects

• Being loved, not ignored by your customers

• Outsmarting, not outspending your competitors

INBOUND MARKETING IS ABOUT


3INBOUND METHODOLOGY

THE METHODOLOGY

Enable brands to attract, convert, close, and delight visitors, leads and

customers through a variety of channels such as social media, blogging,

SEO, landing pages, forms, and email.

Inbound METHODOLOGY VISUALIZED AS A

SALES FUNNEL

The inbound Marketing method

NOTE: The tools that are listed under Attract, which is where they first come into play, but that is not the only place

the are applicable! Several tools, like email, can be essential in throughout several stages of the inbound method.

• Blog• Social Media• Keywords• Pages

• Calls-to-Action• Landing Pages• Forms• Contacts

• Email• Workflows• Lead Scoring• CRM

Integrations

• Social Media• Calls-to-Action• Email• Workflows

ATTRACT CONVERT CLOSE DELIGHT

Visitors Leads Customers PromotersStrangers

STEP 1: ATTRACT Strangers AND TURN THEM INTO

WEBSITE VISITORS

• Blog

• Social Media

• Keywords

• Pages

ATTRACT

VisitorsStrangers

STEP 2: CONVERT WEBSITE VISITORS INTO LEADS

• Calls-to-Action

• Landing Pages

• Forms

• Contacts

CONVERT

LeadsVisitors

STEP 3: Close Leads into customers through lead

nurturing

• Emails

• Workflows

• Lead Scoring

• CRM Integration

CLOSE

CustomersLeads

STEP 4: Delight customers and turn them into your brand

promoters

• Social Media

• Calls-to-Action

• Emails

• Workflows

Delight

Promoters

Customers


4INBOUND MARKETING TOOLS

The average company that blogs generates:

• 55% more website visitors

• 97% more inbound links

• 434% more indexed pages

BLOGGING WORKS

COMPANIES THAT BLOG GENERATE 126%

MORE LEADS THAN THOSE THAT DO NOT

Survey N = 2,300 Source: Hubspot

BLOGGING IS REGULARLY LINKED TO HIGHER ROI

Survey N = 2,300 Source: Hubspot

BE ACTIVE ON SOCIAL MEDIA SITES TOO

Share remarkable content and valuable information on the social

platforms, engage with your prospects, and personalize your brand.

CREATE CONTENT AROUND TARGETED KEYWORDS

Carefully and analytically pick keywords, optimize your pages, create content, and

build links around the terms your ideal buyers are searching for. (Psst! HubSpot’s

software gives you SEO advice as you type)

KEEP YOUR WEBSITE FRESH WITH EASY-TO-DEPLOY SITE

PAGESSearch engines and users like frequently updated websites, so transform

your site into a beacon of helpful, fresh, and optimized pages that appeal

to your ideal buyers without having to rely on IT.


I. TURN STRANGERS INTO LEADS

ENTICE YOUR VISITORS TO CLAIM AN OFFER WITH CALLS-

TO-ACTIONCalls-to-action (CTAs) are buttons or links that encourage your visitors to

take action. Like “Download a Whitepaper” or “Attend a Webinar.”

Without enticing CTAs it is next to impossible to generate leads.

DRIVE VISITORS TO LANDING PAGES WHERE THEY CAN

BECOME LEADSWhen a website visitor clicks on a CTA, they should then be sent to a

landing page where the offer in the call-to-action is fulfilled. Then the

prospect submits information in which your sales team can use to begin a

conversation with them.

USE FORMS TO GET THE INFORMATION YOU NEED ABOUT YOUR PROSPECTS

In order for visitors to become leads, they must fill out a form and submit

their contact information. Optimize your form to make this step of the

conversion process as easy as possible.

HOUSE ALL OF YOUR CONTACTS IN ONE PLACE.

Keep track of the leads you are converting in a centralized marketing

database so you can make sense out of every interaction you have had

with each contact – be it through email, a landing page, or even social

media.


II. TURN LEADS INTO CUSTOMERS

USE LEAD SCORING TO DETERMINE WHICH LEADS ARE

READY FOR A SALESPERSONHow do you know which leads are ready to speak to your sales team?

Using a numerical representation of the sales-readiness takes the

guesswork out of the process.

SEND TARGETED EMAILS TO LEADS TO PULL THEM

THROUGH THE SALES FUNNELWhat if a visitor clicks on your CTA and fills out a form on a landing page

to download a whitepaper, but still isn’t ready to become a customer?

Nurture them with a series of emails focused on useful, relevant content

until they’re ready.

GO BEYOND EMAIL BY USING AUTOMATION INFORMED BY CONTEXT AND LIFECYCLE

If a visitor downloaded a whitepaper in the past, you might want to send

them a series of related emails. Remember that if they follow you on

Twitter and visited certain pages on your website, you want to tailor the

messaging towards their interests.

CLOSE THE LOOP BY INTEGRATING YOUR

MARKETING TOOLS WITH YOUR CRMKnow which marketing efforts are bringing in the best leads and whether

your sales team is focused on the most qualified leads by integrating with

your Customer Relationship Management (CRM) system.

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III. TURN CUSTOMERS INTO PROMOTERS

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Iconic Orange Sales Presentation

Marketing

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