GOAL PLANNING & STRATEGY TRAINING CLASS

Transcription

1 GOAL PLANNING & STRATEGY TRAINING CLASS INTRODUCTORY. We will be starting at 11:01am ET. Use the Chat Pane in GoToTraining to Ask Questions! Are Please answer the following questions in chat now: Where you re calling in from? What does your company do? you a new or existing #HubSpotter?

2 Chris #HubSpotting

3 GOAL PLANNING & STRATEGY TRAINING CLASS PAGE

4 TODAY S GOAL: To learn and begin building a strong inbound marketing foundation.

5 AGENDA 1 Getting Organized [5 min] 2 Setting SMART marketing goals [10 min] 3 Inbound Fundamentals [25 min] 4 HubSpot Resources [15] 5 Next steps [5 min]

6 1 GETTING ORGANIZED.

7 WHAT SUBSCRIPTION LEVEL DO YOU HAVE? BASIC, PROFESSIONAL or ENTERPRISE?

8 WHO IS YOUR PRIMARY POINT OF CONTACT? CUSTOMER - Purchased from HubSpot - Basic subscription Primary Contact: - Customer Success Manager (Month 1+) New CUSTOMER - Purchased from HubSpot - Professional or Enterprise subscription Primary Contacts: - Implementation Specialist for onboarding (month 1-3) - Customer Success Manager (Month 3+) New CUSTOMER - Purchased from Partner Agency - Enterprise, professional or basic subscription Primary Contact: - Your primary content will be at the agency you purchased from NOT HubSpot. EXISTING CUSTOMER - Purchased from Partner Agency - Enterprise, professional or basic subscription - No longer working with Partner Primary Contact: - clodolce@hubspot.com New Partner - Professional, Enterprise or basic subscription Primary Contacts: - Channel Consultant (Month 1+) Not sure who your primary point of contact should be? clodolce@hubspot.com with your HubID.

9 DEVELOP SMART 2MARKETING GOALS.

10 Why bother setting goals?

11 Nobody wakes up one day, successful.

12 SMART GOAL SETTING S M A R T Specific Measurable Attainable Relevant Timely

13 SMART GOAL SETTING Inbound Style S M A R T Specific Measurable Attainable Relevant Timely

14 SMART GOAL SETTING S Specific: Visits, Leads or Customers

15 SMART GOAL SETTING S M Specific: Visits, Leads or Customers Measurable: Provide a number

16 SMART GOAL SETTING S M A Specific: Visits, Leads or Customers Measurable: Provide a number Attainable: Understand benchmarks

17 Add goals into HubSpot from the dashboard.

18 SMART GOAL SETTING S M A R Specific: Visits, Leads or Customers Measurable: Provide a number Attainable: Understand benchmarks Relevant: Relates back to overall end goal

19 SMART GOAL SETTING S M A R T Specific: Visits, Leads or Customers Measurable: Provide a number Attainable: Understand benchmarks Relevant: Relates back to overall end goal Timely: Include time-frame

20 SMART GOAL Template: Increase by ( starting at this amount and go to this amount ) by this date.

21 SMART GOAL Template: Increase by ( starting at this amount and go to this amount ) by this date. SMART GOAL Example: Increase visits by 20% (5,000 per month to 6,000 per month) by March 31, 2016

22 GOAL PLANNING & STRATEGY TRAINING CLASS RESOURPAGE

23 INBOUND 3FUNDAMENTALS.

24 INBOUND FUNDAMENTALS Inbound Methodology Buyer Personas Buyer s Journey Campaign Execution

25 INBOUND FUNDAMENTALS Inbound Methodology Buyer Personas Buyer s Journey Campaign Execution

26

27 INBOUND FUNDAMENTALS Inbound Methodology Buyer Personas Buyer s Journey Campaign Execution

28 Every marketing activity you take, moving forward, will be dictated by your buyer persona.

29 Everything: Keyword strategy Blog posts Offers CTAs Landing pages Thank you pages Lead nurturing Workflows New services New products

30 But, why is that? Why should every marketing activity tie back to our buyer personas?

31 BUYER PERSONAS are semi-fictional characters marketers create by doing research. They represent your ideal customer & help you to refine your marketing activities.

32 Get the right traffic & leads, not just any of them.

33 GOAL PLANNING & STRATEGY TRAINING CLASS RESOURCE PAGE

34 INBOUND FUNDAMENTALS Inbound Methodology Buyer Personas Buyer s Journey Campaign Execution

35 The Buyer s Journey Awareness Stage Consideration Stage Decision Stage Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame, and give name to their problem. Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity. Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision.

36 GOAL PLANNING & STRATEGY TRAINING CLASS RESOURCE PAGE

37 CAMPAIGNS.

38 Inbound marketing campaigns Concentrated efforts that align all of your marketing channels around a single offer and goal.

39 4 HUBSPOT RESOURCES.

40 HUBSPOT LEARNING RESOURCES

41 4NEXT STEPS.

42 NEXT STEPS 1 Complete HubSpot Account activation with IS 2 Review Buyer Persona Training 3 Review Content Creation Training 4 Review Campaign Training 5 Draft SMART goal and add to HubSpot Goals app & share with Implementation specialist.

43 GOAL PLANNING & STRATEGY TRAINING CLASS PAGE

44 QUESTIONS?

45 THANK YOU.