How To Execute Inbound: Three Lead Generation Success Stories
The social indicators of inbound marketing success
50
The Social Indicators of inbound marketing success. Kieran Flanagan, Marketing Director (EMEA) @HubSpot @searchbrat [email protected]
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Marketing Director at Hubspot, who will be sharing with us 'The Story of Content & Context'. We all know that the most difficult part of marketing today is being able to reach the right audience with the right message at the right time. How do we ensure our communication stands out for the people we need to reach? Well, this presentation will give some examples of how inbound marketing can attract the right audience and, using context, turn that traffic into something valuable.
Transcript of The social indicators of inbound marketing success
The Social Indicators of inbound marketing success.
Kieran Flanagan, Marketing Director (EMEA) @HubSpot @searchbrat [email protected]
Kieran Flanagan @searchbrat “Highly motivated
marketing geek high
on data crack.”
Kieran Flanagan @searchbrat “Highly motivated
marketing geek high
on data crack.”
No Social
Media
Expert
this is a presentation about
inbound marketing
this is a presentation about
inbound marketing (& social)
but I want to start with
GOALS
The difference between remarkable or
average is our ability to create and
execute the right goals
Exhibit A
Exhibit B
0%
10%
20%
30%
40%
50%
60%
70%
80%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Achieving % of Goals for that year
Awesomeness
Setting better
goals
0%
10%
20%
30%
40%
50%
60%
70%
80%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Why indicators are so important
Awesomeness
You can’t jump
from here to
there
GOALS
Measurable Pushes You Indicator
Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart-Calls-to-
Action
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Inbound marketing is about setting
better goals across the entire funnel.
Source -
http://www.hubspot.com/products/inbound-
marketing/
Social Lead
Conversion
Social Lead
Conversion Social
Listening
Social
Reach
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Look for the social indicators of success
Example: Consider personas first and
then move onto things like keyword
research MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing team (1-5 people)
• BComm (DIT), MBA (Smurftt)
• 42, Married, 2 Kids (10 and 6)
Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges:
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
Loves HubSpot because:
• Easy to use tools that make her life
easier
• Learn inbound marketing best practices
• Easier reporting to sales and CEO
increase in web traffic
Social PR
(mentions, etc)
generates Inbound
links generates
leads
creates sales
Example: Define the value of your
Marketing Assets
this is a presentation about
inbound marketing (& SOCIAL) ….
Why indicators are so important
Awesomeness
Get 500 more twitter followers
A lot of social
goals are either
this or that
Have x% of revenue from social
what about the social indicators
for inbound marketing success?
We really care about
our social reach. It’s
an indication our
inbound campaigns
will be a lot more
successful
@Searchbrat
Social reach is a core part of our
promotion strategy.
Content Offer
LP &
CTA
Social
Website/Bl
og
THE
10:4:1
RULE From the B2B Social Media book -
@kippbodnar
Really?
Follow us Share this
Vs.
Share This Follow Me
3,200 Followers 256 Followers
Share This Follow Me
3,200 Followers 256 Followers
Add example from email
Give your evangelists lot’s of
opportunities to share.
We really care about
our social lead
conversion, it’s an
indication our
inbound funnel will
be a lot more
profitable
@Searchbrat
Content Offer
LP & CTA
Social
Blog
Social conversion is a core part of our
lead generation strategy.
Offer
Offer
We feel safe in numbers
Result: 27%
Click Through
Rate Increase
Cool, let’s try adding more.
Result: 23%
Increase in Click
Through Rate
Let’s try a more “buyer ready” offer.
Result: 5% Boost
to Conversion
Rate
What about email?
Result: 7% Boost
in Click-Through
Rate
Segmentation and Personalisation are key
What are your blue he-men?
