Presented as part of Quintain Marketing's Mid-Atlantic Inbound Summit during the

1. Building Your Own Inbound Marketing Roadmap
By Kathleen Booth
@workmommywork
#IMW15

2. Kathleen Booth
CEO
Quintain Marketing
@workmommywork
2
About the Presenter
#IMW15

3. Audience personas
Keyword research
What should it include?
3
A blogging strategy
INBOUND MARKETING STRATEGY
A good inbound marketing strategy should include:
Top, middle & bottom of
the funnel strategy
Content promotion
Lead nurturing
Lead scoring
A service level
agreement
#IMW15

4. What are the keys to success?
4
INBOUND MARKETING STRATEGY
The most successful inbound strategies have the following in common:
►Top to bottom buy in and participation
►Personality and a point of view
►Long term commitment
►Consistency
►Honesty
#IMW15

5. Audience Personas
5
►Fictional representation of an ideal
customer
►Most companies have more than one
►Detailed profile covering demographics
and psychographics
Think about your favorite customer. What makes them so great?

6. Audience Persona Example
6
Marketing Mary
Title: Director of Marketing
Goal: Wants to please her boss, demonstrate the ROI
of corporate marketing activities and improve
efficiency of marketing
Challenges: Lacks time and a focused strategy, can’t
demonstrate clear ROI
Wants a long range plan and key performance
indicators
Very busy but inquisitive and interested in staying on
top of the latest trends
#IMW15

7. Keyword Research & SEO
7
HIGH COST &
COMPETITION
LOW PROBABILITY
OF CONVERSION
LOW COST
& RISK
HIGH PROBABILITY
OF CONVERSION
1 Word Phrases
“television”
2 - 3 Word Phrases
“flat screen television”
More Descriptive Phrases
“42 inch LG flat screen television”
Key Phrase Curve
LONG TAIL SEO

8. Blogging Strategy
8
Cost and price questions
Comparisons and versus questionsvs.
Problems and issues
“Best of” questions
Review-based questions
#IMW15

9. Blogging + Long Tail SEO
9

10. The Buyer’s Journey
10#IMW15

11. Top, Middle and Bottom of the Funnel Strategy
11#IMW15

12. Content Promotion
12#IMW15

13. Lead Nurturing
13
BUYING STAGE
TRACK A
TRACK B
TRACK C
NEW
LEADS
BUYING STAGE
MILESTONES
SALES READY
MILESTONES
#IMW15

14. Lead Scoring
14#IMW15
►Job title
►Geographic location
►Annual revenues
►Lead behavior (downloads, visits, etc.)
►Other?
How will you determine which leads are marketing qualified? How will you gather this information?

15. Service Level Agreement - Marketing
15
Inbound Funnel Analysis Current Funnel
Desired Customers
at Current
Conversion Rates
Desired Customers
at Benchmark
Conversion Rates
Traffic/month 1000 4000 1333
Leads/month 20 80 40
Customers/month (inbound only) 1 4 4
Visitor:Lead conversion 2% 2% 3%
Lead:Customer conversion 5% 5% 10%
#IMW15

16. 100%
90%
Service Level Agreement - Sales
16
BETTER
ODDS
MORE
VALUE
If leads are responded to in
fewer than five minutes,
the odds of contacting
them are 100x higher than
waiting 30 minutes.
By making between six and
nine follow up attempts,
you get 90%+ value out of
the lead.
#IMW15

17. Questions?
17#IMW15
Find helpful resources and register for office hours at
www.quintainmarketing.com/IMW15

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