Transform Your Marketing and Sales the Inbound Way

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Alexandrina Neal
6 years ago
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1 Transform Your Marketing and Sales the Inbound Way &

2 Your Presenters Eadaoin Murphy Head of Partner Marketing & Events Alastair Little Chief

3 Why are we here?

4 The way people shop and buy has fundamentally changed.

5 ...and marketers and salespeople desperately need to catch up.

6 Pushed ads For years we ve: Cold called Spammed inboxes Stuffed mailboxes

7 But today s buyers have the tools to fight back.

8 They Ignore Our Commercials 94% Of consumers skip TV ads Base: Varied bases, minimum 598 global consumers Source: HubSpot Global Interruptive Ads Survey, Q Q

9 They Ignore Our Terrible Ads 32% of consumers used a mobile ad blocker in the past month Source: GlobalWebIndex, Q4 2016

10 They Ignore Our Cold Calls 200M+ are on the Do Not Call list Base: Varied bases, minimum 598 global consumers Source: HubSpot Global Interruptive Ads Survey, Q Q

They Ignore Our Junk Mail 94% unsubscribe from spammy email Base: Varied bases,

11 They Ignore Our Junk Mail 94% unsubscribe from spammy Base: Varied bases, minimum 598 global consumers Source: HubSpot Global Interruptive Ads Survey, Q Q

12 The Traditional Playbook is BROKEN

13 The biggest problem with the old playbook is that it fights for people s attention by interrupting them. Seth Godin (1998!)

14 ATTRA TION IS MORE POWERFUL THAN INTERRUPTION

15 The Inbound Methodology

16 GlobalWebIndex combines panel data with analytics data to deliver robust consumer profiling 18m panelists, 40 countries and 8,500 data points as standard AMERICAS Argentina Brazil Canada Mexico USA EMEA Belgium Egypt France Ghana Germany Ireland Italy Kenya Morocco Netherlands Nigeria Poland Portugal Russia Saudi Arabia South Africa Spain Sweden Turkey UAE UK Quantifying the behaviors & motivations of any consumer segment Demographics Attitudes & Lifestyle Device Ownership & Access Media Consumption Social Media Apps APAC Australia China Hong Kong India Indonesia Japan New Zealand Malaysia Philippines Singapore South Korea Taiwan Thailand Vietnam Online Activities & Behaviors Brand Commerce Marketing Touchpoints PRODUCT & CAPABILITIES

17 Clients access the data via our PRO Platform analytics tool It is one of the most valuable tools we have and we can t function without it. There is no other product that even comes close Mediacom PRODUCT & CAPABILITIES

18 Why HubSpot and Inbound? Going back a few years, we were hacking marketing tools together Multiple Platforms w/ One Feature One Platform w/ Multiple Features Disparate Reporting Closed-Loop Analytics Headcount Heavy Scaling Through Software PRODUCT & CAPABILITIES

Attract Convert Close Delight Discover Engage Evaluate Land Expand Unaware >

19 The GlobalWebIndex inbound funnel Key question: Are we delivering enough sales pipeline? Attract Convert Close Delight Discover Engage Evaluate Land Expand Unaware > Aware Contact > Lead MQL > SQL Opportunity > CustomerActive User > Evangelist HANDOVER TO SALES DEVELOPMENT MARKETING STRATEGY 2016

20 MARKETING STRATEGY 2016

21 B2B marketing teams must try harder Marketing Qualified Leads (MQLs) actually need to be qualified by marketing! B A N T Budget Authority Need Time We know the lead works for a company that can meet the GlobalWebIndex entrylevel rate card The lead is a decision maker or knows who that person is we have started to map the org structure We understand the lead s use cases and their current approach to consumer profiling The lead s company has prioritised finding a new solution and is looking to make a decision MARKETING STRATEGY 2016

22 Discovered via Chart Of The Day and PR activity MARKETING STRATEGY 2017

Nurtured via email and blog content, with CTAs targeted by lifecycle

23 Nurtured via and blog content, with CTAs targeted by lifecycle stage driving to landing pages MARKETING STRATEGY 2017

24 Goal 2X form submissions to generate the BANT data Sequential Persona specific Lifecycle stage specific MARKETING STRATEGY 2016

Outcome Marketing Qualified Lead (MQL) HubSpot Score = 97 Hot Lead - 80+ points - Good fit + good engagement Persona: Data Decision Maker Company:

competition, stay up to date with trends, move my company to become more data-centric, inform digital strategy, need globally harmonised data Warm Lead -

25 Outcome Marketing Qualified Lead (MQL) HubSpot Score = 97 Hot Lead points - Good fit + good engagement Persona: Data Decision Maker Company: [removed] Job title: VP, Global Media Looking to buy: In next 3 months Employees: 1,000+ Annual research spend: Unknown Data needs: Stay ahead of the competition, stay up to date with trends, move my company to become more data-centric, inform digital strategy, need globally harmonised data Warm Lead points - Good fit + poor engagement - Poor fit + good engagement Cold Lead points - Poor fit + poor engagement MARKETING STRATEGY 2017

26 Passed to Sales Development to close as new business Re-Targeting and Workflows $ Discover Landing Pages Engage Smart CTAs Evaluate Chart of The Day, Blog, SEO, paid advertising Workflows, Re-targeting, Blog, Case Product marketing, Case studies, Trials, Testimonials MARKETING STRATEGY 2017

27 Questions?

28 Find Out More

29 Thank You.

SUMMARY FLAGSHIP REPORT Q3

GWI SOCIAL 1 GWI Social GlobalWebIndex s flagship report on the latest trends in social media SUMMARY FLAGSHIP REPORT Q3 2017 www.globalwebindex.net Introduction Content GWI Social provides the most important