This document discusses moving beyond basic inbound marketing tactics to provide more value to clients and increase budgets. It provides examples of interactive content that generates more views and higher conversion rates than static content. The document also discusses adding value at different stages of the buyer's journey through content tailored for sales, lead generation campaigns, training and supporting the sales team, and pricing interactive content and sales enablement as higher value services.

1. INBOUND15
More Value, Better Clients,
Bigger Budgets: Moving
Beyond the Basics of
Inbound
platinum agency
partner

2. What to expect
from this session

3. + + +
Inbound Light
to HubSpot

4. + +

5. + +
+

6. Code your way
to better TOFUs

8. 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.

9. Seeing the
opportunity

10. 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?

11. 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 sales
and remember …
•Mobile is a must

12. Hot tub
selector

17. 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

18. Telco solutions
finder example

23. 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

24. Inbound + CRO
= Money

25. 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

28. Moving down
the funnel

29. Adding value and growing retainers at the
bottom-of-funnel
•Helping Sales Leverage Content
•Lead Gen
•Training & Support

30. 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

33. Lead generation
campaigns

34. 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

36. Training & supporting
the Sales Organization

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

40. What do
I need?

41. 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

42. 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 first
2. Build in extra for testing and iteration
3. Take advantage of value perception
4. Charge more for development than design

43. INBOUND15