Leverage Relationships to Triple Lead Flow
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#INBOUND15: Two brains are better than one, right? When it comes to running inbound marketing campaigns, two brands with a common goal, working side by side to create and promote unique and valuable content is a beautiful thing. Think double the manpower, double the expertise, double the promotional efforts, and most importantly, double the LEADS. In this session, I'll show you how to identify the right partners to work with, how to approach them, and how to work with them throughout the entire campaign to ensure a smooth process with maximum output.
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Leverage Relationships to Triple Lead Flow
- 1. INBOUND15 The Power of Two: How to Leverage Relationships to Triple Lead Flow (For Free!) Lisa Toner Head of Relationship Marketing HubSpot EMEA
- 2. There is power in unity and there is power in numbers. Martin Luther King, Jr.
- 3. Whenspiderwebsunite, theycantie up a lion.
- 7. Relationship Marketing is when two entities join forces to create marketing that’s targeted to their mutual audience in order to achieve their respective goals.
- 8. Here are a few examples…
- 9. Here are a few examples… These campaigns generated 3X the leads just by working with a partner!!!
- 10. My Verdict?
- 11. My Verdict? This s**t works!
- 12. For successful co-marketing relationships you need: The right partner
- 13. For successful co-marketing relationships you need: The right partner Great communication
- 14. For successful co-marketing relationships you need: The right partner Great communication Solid execution and promotion plan
- 15. For successful co-marketing relationships you need: The right partner Great communication Solid execution and promotion plan Two-way relationship
- 16. For successful co-marketing relationships you need: The right partner Great communication Solid execution and promotion plan Two-way relationship Let’s dive in, shall we?
- 17. INBOUND15 2 HOW TO IDENTIFY THE RIGHT PARTNERS
- 20. What’s the one common denominator?
- 21. A Deep Understanding of their Buyer Personas
- 22. INBOUND15 Who triggers them to think about your category? ASK YOURSELF …
- 23. INBOUND15 Who triggers them to think about your category? Who is answering their questions or teaching them? ASK YOURSELF …
- 24. INBOUND15 Who triggers them to think about your category? Who is answering their questions or teaching them? Who provides info and content that helps them make a decision? ASK YOURSELF …
- 25. INBOUND15 Who triggers them to think about your category? Who is answering their questions or teaching them? Who provides info and content that helps them make a decision? Who controls the environment in which they buy? ASK YOURSELF …
- 26. INBOUND15 Reach Resonance Relevance Then rank them in terms of:
- 27. INBOUND15 Tools For Identifying Great Co-Marketing Partners
- 42. INBOUND15 Research is really important; I can’t stress this enough. Can I say it again? Research is really, really, really important… Shonali Burke, President & CEO, Shonali Burke Consulting
- 43. INBOUND15 Read through their website Research
- 44. INBOUND15 Read through their website Read their blog Research
- 45. INBOUND15 Read through their website Read their blog Check who their competitors are Research
- 46. INBOUND15 Read through their website Read their blog Check who their competitors are Look at their social channels Research
- 47. INBOUND15 Read through their website Read their blog Check who their competitors are Look at their social channels Read their reviews Research
- 48. INBOUND15 Engage
- 49. INBOUND15 “Just like real life relationships, it’s important to interact with someone before you ask them for a favour.” Amy Higgins, Content Marketing Manager, Concur
- 50. INBOUND15 Share their content Engage
- 51. INBOUND15 Share their content Comment on their blogs Engage
- 52. INBOUND15 Share their content Comment on their blogs Join their communities Engage
- 53. INBOUND15 Share their content Comment on their blogs Join their communities Guest blog for them Engage
- 54. INBOUND15 Share their content Comment on their blogs Join their communities Guest blog for them Invite them to guest blog for you Engage
- 56. INBOUND15 “The pitch is always better when it offers an experience they would welcome. Pinpoint relevant, contextual and valuable information.” Amy Higgins, Content Marketing Manager, Concur
- 57. INBOUND15 Email
- 58. INBOUND15 Introduction - who you are and why they should care Email
- 59. INBOUND15 What’s in it for them? Include an example if possible Email
- 60. INBOUND15 Invite to discuss further via phone Email
- 61. INBOUND15 Introduction – who you are and why they should care What’s in it for them Invite to discuss further via phone/email LinkedIn
- 62. INBOUND15 Who you want to speak to What you want Call-to-action Twitter
- 63. INBOUND15 Video
- 67. INBOUND15 4 PLAN AND EXECUTE THE CAMPAIGN
- 69. INBOUND15
- 70. INBOUND15
- 72. INBOUND15 Basque in your joint SUCCESS!
- 73. INBOUND15 5 NURTURE THE RELATIONSHIP
- 74. INBOUND15 Relationships get better over time if you give them proper love and attention.
- 75. INBOUND15 Make your partners feel special. Include them in your other campaigns.
- 77. INBOUND15 Include commentary or quotes
- 80. INBOUND15 Become an advisor Can you help me choose a logo for my new venture?
- 81. INBOUND15 Become an advisor Can you help me choose a logo for my new venture?
- 82. INBOUND15 Become an advisor Can you help me choose a logo for my new venture? Can you come and speak to my team about X?
- 83. INBOUND15 Re-promote! These spikes are brand new downloads
- 84. INBOUND15 Remember: There is Power in Numbers.
- 85. INBOUND15 Remember: There is Power in Numbers. Build Relationships to Build Your Company.
Hinweis der Redaktion
- Hi everyone. My name is Lisa Toner and I work on the HubSpot marketing team, working from the Dublin office. I started working at HubSpot over two years ago and was running inbound marketing campaigns on a regular basis. Some of those campaigns involved working with other brands and co-creating and co-promoting the campaign. They were so successful, I decided to make it my job. At HubSpot, we’re lucky enough to be able to do that and create our own roles :D Today, I’m the head of relationship marketing and I’m going to show you how you can run these co-marketing campaigns to triple your lead flow. Without spending a penny!
- Let’s start with an inspirational quote from none other than Martin Luther King. He said it best when he said: “There is power in unity and there is power in numbers.” By coming together to achieve a mutual goal, we are more likely to make impact and see success. This is true whether we are individuals, communities or companies.
- And this proverb is a personal favourite of mine: “When spider webs unite, they can tie up a lion.” – To me, this means, no matter how small we are, if we work together, our strength can be unstoppable. You don’t need to be a big brand like HubSpot to make this work for your business. But after you’ve done it for a while, you have every chance of becoming a power brand yourself.
- So if these sayings are so true, why are we being so hard on ourselves, and trying to do everything alone? Most of us are using our own social channels to launch every campaign. We’re using our own database to spread the word, our own blog…. And wonder why we don’t see as many leads come in that we want to. They say the definition of insanity is doing the same thing over and over again and expecting different results. So knowing this, how many people in this room can claim insanity? Let’s see if I can cure insanity in the next 40 minutes! Like anything, a simple lack of education has impeded our growth, but by the end of this session, we’ll have removed that barrier and you’ll have the knowledge you need to start tripling your leads immediately.
- So my point is this. When we work together, we get better results. Most of you will know that relationships are important for business growth. You rely on having a good relationship with your employees, your colleagues, your business partners, but have you thought about marketing relationships? What about building relationships with other companies and influencers in your industry? Companies who share your target audience? How can we leverage these relationships to grow traffic and leads? Next slide: Let’s start with defining relationship marketing …
- So what is “Relationship marketing”? Let’s start with my definition.
- “Relationship marketing is when two entities join forces to create marketing that’s targeted to their mutual audience in order to achieve their respective goals.” It can also go by the name of “co-marketing” or “co-branding”.
- Social selling with linkedin: Linkedin has a an awesome audience of marketing and sales people – what better topic to co-create than an ebook about how sales and markting can use social data to close more deals. Twitter: 304 million users of Twitter – but many marketers struggling to figure out how to use it for growing their business. We knew working together on created the ultimate guide to using Twitter for business would be mutually beneficial for driving awareness and leads for both companies. Eventbrite – Marketers run events and need people to sign up for those events. Creating an ebook with eventbrite made sense because they want to drive awareness of eventbrite as the platform to use for event sign ups for marketers, and we want to get in front of their audience as a brand who can help them run their events and also close the loop on the results from those events with a marketing platform like hubspot. It’s all about education for our audience. BUT, for us … it’s all also about growing our available audience. When I looked at the leads generated on average across our co-marketing campaigns versus our non-co-marketing campaigns, I saw that …
- These campaigns generated 3x the leads of non co-marketing campaigns, simply by having a partner involved and promoting the assets as well. And who doesn’t want 3 X more leads? And it makes total sense, Right? You’re doubling the promotion power behind your campaign and exposing our brand to an entire new audience.
- To be successful at relationship marketing you need to have a: A great fit partner who has the reach and resonance with your target audience as well as easy and fun to work with
- You need to have great, two way communication as well as set and manage expectations effectively.
- Put together an execution and promo plan that you both agree to and sign off on to hold each other accountable to achieving your goals.
- And make sure that both parties feel they are equal in the partnership.
- Let’s look at what all of this looks like and how to start executing on some co-marketing campaigns and generating 3 times more leads.
- Cool, so first let’s take a look at a few examples of brands who nailed relationship marketing to give you an idea of how this works outside of the HubSpot world.
- When you think about having a coffee at home, you’re either a quick, instant coffee kind of person like me, or you’re a persona of Douwe Egberts and you love nothing more than taking your sweet ass time to enjoy a quality cup of coffee and pondering life. in 2001 the company in collaboration with Philips produced the Senseo coffee maker system. The machine brews the coffee from Douwe Egberts, getting both brands in front of their mutual coffee loving audience. They recently just renewed their partnership to extend to 2020.
- And even smaller again are these two startups. Brewdog, a kraft beer company and Honest burgers knew their audience would love what they both had to offer and so teamed up to make more impact than they could on their own. They created a special BrewBurger that was served in Honest Burgers restaurants across London. Co-founder James Watt met Tom from Honest Burgers early this year and they really saw a lot of parallels in what they wanted to achieve in their fields (burger and beers…!) Collaborations are always awesome ways to learn from like-minded individuals and potentially invent something awesome from the sum of your respective produce, whether they're in the same industry or something a bit different, so working with Honest to co-create the BrewBurger made total sense. As well as the fun we had working together to create the BrewBurger and all the knowledge we took away from the experience, we were also able to open up the BrewDog brand to the Honest audience. And we were able to introduce our fans and followers to Honest’s incredible restaurants. This is beneficial for both parties and enables more people to try both beer and burger, which we knew would be of interest to their tastes and lifestyles. http://www.virgin.com/entrepreneur/brewdog-rules-how-to-pick-the-right-collaboration-for-your-start-up
- Finding the right partners for your marketing activities starts by developing a deep understanding of your customers’ needs, goals, and aspirations. - Mapping out who you want to influence, what their needs and likes are and who they rely on for information will help you determine who is truly influential to your customer. You can use HubSpot’s MakeMyPersona tool to help you get a good picture of what your persona profile looks like.
- Who triggers them to think about your category? Are they following popular blogs that make them think about your category? Are they subscribed to email newsletters from companies who cover your topics?
- Who are those companies or influencers that have the most impact among your target audience?
- Who influences them at the bottom of the funnel when it comes to decision time? You can think about partnerships or influencer marketing across the funnel as well as for generating leads.
- Again, what environment are they in when they’re in buying mode and who do you need to partner with to ensure your brand name is present in that environment.
- Once you have an idea of the brands you think could be a good fit for your personas, you then need to prioritize them in order of the ones who will get you the best results. You should look at their REACH – This is a measure of total audience size. Things like blog visitors, Twitter followers, YouTube subscribers, etc. RESONANCE – How engaged are their audience? How much impact does their content create? Look at things like Twitter Retweets, linkbacks, comments etc. are factors of someone’s Resonance. RELEVANCE – This is a measure of how relevant someone is to a topic and how much they talk about it. How often are they publishing content relevant to your category and persona?
- So those are the things you need to think about when you’re deciding the TYPE of partners you should be working with. But there are millions of potential companies around the world that could be a great fit for you. The following tools are a great starting place for identifying the ones you should reach out to.
- LinkedIn search is pretty straight forward as a starting point to find companies based on demographic information. (size, industry, reach (followers) and location. You’ll have to upgrade your account to search by all of that criteria though.
- LinkedIn pulse surfaces the thought leaders in categories – you should also look at the people/businesses interacting with them too to see who are the most engaged people with that category and then find out how influential their brand is in the space.
- Linkedin posts – only a select few thought leaders get selected for the influencer section of LinkedIn pulse but super smart people all over the world are using LinkedIn posts to demonstrate their expertise in a given category. You can search by topic, and then filter by top author to find the best person and then research their company and how it aligns with your brand. Image from http://www.gohyped.com/4-best-ways-to-apply-social-selling-principles-to-linkedin-groups/
- Similar to LinkedIn posts, groups are a hub of passionate people discussing your category. Look at the group owners and the top contributors Image from http://www.gohyped.com/4-best-ways-to-apply-social-selling-principles-to-linkedin-groups/
- Followerwonk surfaces the thought leaders in categories by searching Twitter bios for keywords and returning the people in your category with the largest following and engagement score -- look at the people/businesses interacting with them too to find more golden nuggets of influencers or companies worth working with.
- Buzzsumo shows you the most popular content for your keywords based on social shares. Simply search for relevant keywords to your brand and find out the companies behind the most popular pieces.
- Blog Search engine does something similar to Buzzsumo and surfaces the most popular blogs based on your keyword search. (Tip: For most blog search engines, you need to add your site. Make sure you do this, to get your blog found!)
- Just looking for your brand complementary keywords, head terms and long-tail will bring up the top results for your category so you can see who is the top companies in that space. For example, if I sell to marketers, what are some of the other products marketers use that I don’t offer? Think about the complete suite for your target persona. If you sell them a dress, who sells the most complementary shoes and accessories? If you sell them a car, who sells the best service, insurance deals, or fuel. How can you work with these companies to create something valuable to your audience and gets both of your brands more traction than you could on your own.
- Once you have a list of companies and you want to know more about how big their reach is, you can use a tool like Similar web to view their reach breakdown; monthly visits, engagement, countries, sources, etc. Simply put in their website and see the results.
- Built with offers more information about the company like Market Share and Competitor Movement
- Don’t underestimate the value of a good old fashioned group brainstorm too. We do this aat HubSpot on a quarterly basis where we get some food and get in a room together and throw out names of companies we think would be a great fit for a campaign.
- Keep a co-marketing database to store all of these contacts as you research them. <<Slide>> HubSpot has a FREE CRM btw … jus’ sayin ..
- Awesome! Now you know exactly who your ideal relationships are going to be with – how do you get their attention? First things, first ..
- Before you do anything, make sure you’ve done your research. You should have a good idea that this company will be a good fit with yours before you reach out. Nobody likes to have their time wasted. Also research why they would be interested in working with you, what are they trying to achieve with their marketing and does their brand style align with yours?
- Myself and Shonali feel the same about this point. Research is really really really important. Do not skimp on this phase and just send an email immediately in your excitement to get started.
- Just like real life relationships, it’s important to interact with someone before you ask them for a favour.
- Just like real life relationships, it’s important to interact with someone before you ask them for a favour.
- Email example follows
- Companies are more likely to help you if they can see tangible results that and an envision getting them too. When you introduce yourself and your company, point them to some of your successful campaigns-- if you can boast a large one. Know their motivation and play to that.
- Companies are more likely to help you if they can see tangible results that and an envision getting them too. When you introduce yourself and your company, point them to some of your successful campaigns-- if you can boast a large one. Know their motivation and play to that.
- Companies are more likely to help you if they can see tangible results that and an envision getting them too. When you introduce yourself and your company, point them to some of your successful campaigns-- if you can boast a large one. Know their motivation and play to that.
- Companies are more likely to help you if they can see tangible results that and an envision getting them too. When you introduce yourself and your company, point them to some of your successful campaigns-- if you can boast a large one. Know their motivation and play to that.
- Twitter. Save the details for a Direct Message. The account needs to be following you before you can send a DM so this might take a couple of steps if you need to get them to follow you first. A simple Tweet telling them you have a proposal for them and request they follow you to receive a DM can be effective. Alternatively, you could just ask them for their email address so you can send them the details. A simple Tweet telling them you have a proposal for them and request they follow you to receive a DM can be effective. Alternatively, you could just ask them for their email address so you can send them the details.
- Experiment with video. People are more inclined to watch a personalised video message than read text alone, plus it provides an opportunity to get your message across in more than 140 characters. I received the video below from someone who had come across some of my content that he found valuable. He wanted to interview me to be featured on his blog which is a great example of how to reach out to someone you don’t have contact details for.
- Experiment with video. People are more inclined to watch a personalised video message than read text alone, plus it provides an opportunity to get your message across in more than 140 characters. I received the video below from someone who had come across some of my content that he found valuable. He wanted to interview me to be featured on his blog which is a great example of how to reach out to someone you don’t have contact details for.
- Buzzstream will scrape all the links on the page and organise them on the right. – hit start prospecting, bs will take you from site to site and add contacts as you go. You can even choose to reach out straight away with one of their email templates.
- Buzzstream will scrape all the links on the page and organise them on the right. – hit start prospecting, bs will take you from site to site and add contacts as you go. You can even choose to reach out straight away with one of their email templates.
- Cool, so first let’s take a look at a few examples of brands who nailed relationship marketing to become world-renowned brands and how they did it.
- Splitting up the content creation process based on the partners’ strengths helps move things along and creates a high-quality piece of content. For example, if your team has an amazing design team, and your partner is better at copywriting, why not let your partner create the first draft, and your team can take the copy and design an eBook around it? By playing to your strengths, the relationship is likely to run smoothly, and bring value to both parties. Co-marketing projects can take more time than a normal project, simply because of the additional communication needed. Start with just one campaign, and see how it goes. If it is successful, starting scaling up your efforts.
- Tracking URLs - HubSpot Create a tracking URL for the content you’re promoting. You can use bit.ly, tinyURL or HubSpot’s tracking URL builder if you’re a HubSpot customer to create these tracking URLs. That way you can see all traffic and leads that came to your website for each of the influencers that shared your content. Make sure you create one for each influencer so you can measure who is having the most impact.
- Traffic, subscribers, Leads, customers- whatever it is .. Co-marketing projects can take more time than a normal project, simply because of the additional communication needed. Start with just one campaign, and see how it goes. If it is successful, starting scaling up your efforts.
- Find the right people to work with, build the relationship and work together to create something remarkable that gets you both 3 times more leads than you could get on your own.
- Find the right people to work with, build the relationship and work together to create something remarkable that gets you both 3 times more leads than you could get on your own.