Is revenue growth a top priority for HubSpot in 2015? Are you confident that your strategy is strong enough to deliver that growth? Grow With HubSpot was an exclusive workshop to teach Sydney marketers how to use inbound marketing to increase their businesses' market share and make this a year of remarkable growth.

1. HUG Melbourne #HUGMEL
@HubSpot
@RyanBonnici
Grow
with
HubSpot
Does textSYDNEY
#GrowWithHubSpot

2. RYAN BONNICI
Marketing Director
INSERT
YOUR
HEADSHOT
@ryanbonnici

3. Agenda
Housekeeping
International Update + Inbound 101
Inbound Marketing Deep Dive
Customer Fireside Chat: YourTutor
More Food & Networking

6. #GrowWithHubSpot

8. #GrowWithHubSpot

9. #GrowWithHubSpot

10. JEETU MAHTANI
Managing Director
@jmahtani

11. Are you lovable?

12. Marketing has a Lovability Problem
marketers
Less Lovable More Lovable

13. Marketing has a Lovability Problem
stockbrokers lawyers
marketers
Less Lovable More Lovable

14. Marketing has a Lovability Problem
stockbrokers lawyers
car salespeople lobbyists
marketers
Less Lovable More Lovable

15. LOVE THE CONTENT YOU CONSUMED?

16. GENERIC
WHY? STOP THIS
MADNESS!

17. how your customers
buy today

18. Have a Need

19. Have a Need
90%
Start on
Google

20. Research Options Research
Options

21. Research Options Research
Options
ORGANIC - 92%
CLICK HERE

22. Trust
Networks

23. Trust
Networks
ENGAGED WITH
SALES VIA TWITTER

24. They like to educate themselves
rather than speak with a sales person
60% of the sales cycle
is over – before a
buyer talks to your
salesperson.
Corporate Executive Board: bit.ly/zub217

25. Your consumer has changed,
They are in control.

26. HOW CAN YOU
DO MARKETING
THAT Your Buyer
WILL LOVE?
?

27. The Inbound Funnel
Persona Driven Content + Context

28. Sydney Operation:
Sales, Services, Support
20 SydSpotters

30. Inbound marketing is
showing solid adoption
globally

31. 0
10
20
30
40
50
60
703030
80

32. Proving ROI is a key
priority and challenge
for marketers

34. Sales are prioritising
leads from Inbound
sources

36. Marketers are shifting
budgets and priorities
from traditional marketing
to Inbound

38. WHAT IS
INBOUND
MARKETING?

39. NURAH MAHAMAD
Snr. Inbound Strategist
@localglobetrotr

41. COR
TI
SOL

43. Your outbound
messaging
strategy is
LITERALLY
making your
leads sick.

44. MARKETERS
HAVE BEEN
BAD.
#GrowWithHubSpot

45. The old marketing playbook is
86%
skip TV ads
91%
unsubscribe
from email
10M
on the
Do Not Call list
44%
of direct mail is
never opened
BROKEN.
#GrowWithHubSpot

46. The buyer is in control.

47. #INBOUND14
(source: Conference Executive Board: Marketing Leadership Council Research, Sales Leadership Council Research)
57%
of a prospect’s buying decision is
complete before that prospect’s first
contact with a supplier.
#GrowWithHubSpot

49. OXY
TO
CIN

52. 1. The Recipe for Success.
2. Contextual Marketing | Lead Nurturing 2.0
3. Three Keys to Contextual Marketing.
4. Customer Insights.

53. 1 The Recipe For Success.

54. RECIPE
for success

55. #GrowWithHubSpot

56. PERSONAS:
Your secret
ingredient for
effective lead
nurturing.
#GrowWithHubSpot

57. What is a BUYER PERSONA?

58. What is a BUYER PERSONA?
Semi-fictional representation of your ideal
customer based on real data and some
select educated speculation about
customer demographics, behaviour patterns,
motivations, and goals.

60. Goals

61. Goals
Challenges

62. Goals
Challenges
Measurements of Success

63. Goals
Challenges
Measurements of Success
Behavioural Patterns

64. Marketer Mary
Business Size: 25-2000 employees
Job Title: VP, Director, Manager
Goals:
• Generate leads and support sales with collateral
• Manage company communications
• Build awareness for the company
Challenges:
• Too much to do! Mary is a busy lady.
• Not sure how to get there.
• Marketing tool and channel chaotic
and disorganised.
Measuring Success:
• Traffic, Leads, Registrants
• Boss's Gut Check
• Campaign Effectiveness
WHY MARY LOVES HUBSPOT:
Learn Inbound Marketing
Easy to use tools that make her life easier
Easier reporting to sales and CEO

65. single
customer
view
An aggregated, consistent and
holistic representation of
the data known by a company
about its customers.

66. #INBOUND14
14%
of Marketers say they
were strongly capable
of creating a single
view of the customer.
-eMarketer
#GrowWithHubSpot

67. If you don’t nail down your buyer personas,
every aspect of your lead nurturing
will suffer.

68. 91%
Of marketers say they
use content in their
marketing

69. 91%
Of marketers say they
use content in their
marketing
42%say they are
effective at it.
...but only

70. #GrowWithHubSpot

71. THE BUYER’S JOURNEY
The active research process a
potential buyer goes through
leading up to a purchase.
#GrowWithHubSpot

72. ingredient two:

73. THE BUYER’S JOURNEY
ingredient two:

75. Map content
to the
Buyer’s Journey
Ingredient three:

76. Tailor all content, existing
and future, to each
relevant stage of the
Buyer’s Journey.

77. Content Type
Relevant& Format

78. Content Type
Relevant
Keywords
&
Topics
& Format

79. Content Type
Relevant
User Behaviour
Research Needs
Keywords
&
Topics
& Format

80. Content Type
Relevant
User Behaviour
Research Needs
BUYING
CYCLE
STAGE
Keywords
&
Topics
& Format

81. Nurah, I’ve already
got workflows and
drip campaigns.
Plus, I already got ma
lead nurturing did… right?

82. Modern technology
and the behavior of the
modern buyer has grown
the complexity of
nurturing leads through the
sales funnel.
#GrowWithHubSpot

83. 2 Contextual Marketing:
Lead Nurturing 2.0

84. #INBOUND14
NOBODY wakes up
and thinks:
“I HOPE TO GET
MARKETED
TO TODAY.”

85. 08 in 2012
12 in 2000

87. (source: DemandGen)
Leads nurtured with
targeted content produce
an increase in sales
opportunities of more than
20%.
#GrowWithHubSpot

88. #INBOUND14
43%
Marketers globally say that
their priority is to translate a
deep knowledge of their
customers into a relevant
interaction.
-Marketing Charts
#GrowWithHubSpot

89. #INBOUND14
39%
Of marketers globally say that
understanding their customers
and translating that into relevant
actions is their biggest challenge.
-Marketing Charts
#GrowWithHubSpot

90. contextual marketing:
The practice of personalising
your business to your
Persona based on who they
are, what they want, what
they need or what they do.

91. Deliver the right content
to the right person
at the right time.
#GrowWithHubSpot

92. 1
2
3
Gather
Personalise
Sell
Three Keys to
Contextual Marketing:

93. Gather
Acquiring information across
all touch points.

94. Gather explicit data from form submissions.

95. Form fields
should serve to
qualify leads,
assign Buyer
Personas and
ask direct
questions
relative to the
sales process.

96. Gather implicit
data from
user behavior.

97. #GrowWithHubSpot

98. PERSONAS:
Explicit and
implicit data will
build the 360°
view of your
Persona.
#GrowWithHubSpot

99. Personalise
Tailoring the experience across
every interaction.

100. #INBOUND14

101. #INBOUND14
71%
of consumers reported being
more likely to make a purchase
if an email was tailored to their
likes and preferences.
-Marketing Charts
#GrowWithHubSpot

102. SEG
MEN
TA
TION

105. Segmentation
WORKS!

106. personalisation

110. Personalised emails improve
click-through rates by as
much as 14%, and conversion
rates by as much as 10%.

112. Device
Persona
Weather
Location
Lifecycle
Stage
Time of Day

114. SMARTCONTENT

115. Personalisation on Website Pages and Landing Pages

117. Smart Calls-to-Action

118. Smart Calls-to-Action

119. Smart Calls-to-Action

120. Smart Calls-to-Action

122. Source: Marketing Charts

123. Mobile
has now
outpaced
desktop!
Source: Marketing Charts

124. Please stop making
Nurah throw her phone
through the wall.
#GrowWithHubSpot

125. Use Smart
Rules to
change
content
based on
browsing
device.

126. What if you don’t
know a lead?
#GrowWithHubSpot

127. Anonymous Personalisation:
Customise
content for
visitors based
on their
Country IP.

128. Anonymous Personalisation:
Customise
content for
visitors based
on their Referral
Source

129. Progressive
Profiling

131. Social Media
Monitoring

132. Automatic
Colour-
Coded
Monitoring
Dependent on where they are in
their lifecycle with your business.
(lead, opportunity, customer, hero)

135. 82%
of consumers
are more likely to
trust a company
whose CEO and
leadership team
are active on
social media #GrowWithHubSpot

138. Sell
Building context into the sales process.

139. The goal of Contextual Marketing is to prevent any
potential friction through the sales funnel.

141. M
arketing

142. M
arketing
Sales

143. Send
notifications on
key activities
direct to your
inbox.

144. Leverage
implicit and
explicit data to
build stronger
relationships
with your
prospects and
leads.

145. Build
social media
streams
based on
segmented
lists of
contacts.

146. Don’t forget to engage or respond in
real time and with useful information!

147. Don’t forget to engage or respond in
real time and with useful information!

148. People have problems. Your company has
answers. Be the conductor of that
information & solve a problem.

149. Let’s start with a story.
Customer Insights

150. @yourtutor | #TBD
Caroline
HALLIDAY
Director of Consumer Marketing

151. CHALLENGES

152. SOLUTION
1 + 1 = ? 2 + 1 = ? 3 + 1 = ?

157. #GrowWithHubSpot

158. #GrowWithHubSpot
Let’s go back to 1965.

159. #GrowWithHubSpot

160. #GrowWithHubSpot
Introspective
opening?

161. #GrowWithHubSpot
Introspective
opening?
Good positioning
& social proof?

162. #GrowWithHubSpot
Introspective
opening?
Good positioning
& social proof?
Testimonials?

163. #GrowWithHubSpot

164. #GrowWithHubSpot

165. #GrowWithHubSpot
Create marketing that
people .

166. HUG Melbourne #HUGMEL
@HubSpot
@RyanBonnici
Grow
with
HubSpot
Does textSYDNEY
THANK YOU!!!