Inbound marketing 7 earth-shaking reasons webinar (v8.0)

7 Earth-Shaking Reasons why Marketers Need to Change

Their Mindsets

Inbound Marketing:

@hiddenpeakint

Meet the team

Erin Carpenter, CEO Michael Senger, COO

www.hiddenpeak.net @hiddenpeakint

Not just another tactic, but a holistic approach.

Inbound Marketing

Why we need to change our mindsets.

1 Your website is more than an electronic brochure to compel visitors to contact you…

It is a lead and sales generation machine.

Top Of Funnel (TOF)

Middle Of Funnel (MOF)

Bottom Of Funnel (BOF)

TOF MOF BOF

MOF

MOF

MOF

1 Offer 2 Landing Page 3 Auto email

Website Lead Flow

@hiddenpeakint

4 Workflow

You normally wouldn’t ask someone to marry you on the first date…

2

So, why is the only Call-to-Action on your website…

Most website visitors are still in the research stage.

The Buying Process Move them through…

1 Perform Research

2 Establish

Buying Criteria

3 Compare Vendors

4 Make a

Purchase


1 Perform Research

2 Establish

Buying Criteria

3 Compare Vendors

4 Make a

Purchase

Prospect State of Mind: Looking to solve a problem or answer a question.

The Buying Process

Recommended Content: •  Ebooks/Guides •  Whitepapers •  Checklists •  Tip Sheets •  Videos

Move them through…

DOWNLOAD FOR FREE!

1 Perform Research

2 Establish

Buying Criteria

3 Compare Vendors

4 Make a

Purchase


1 Perform Research

2 Establish

Buying Criteria

3 Compare Vendors

4 Make a

Purchase

Prospect State of Mind: Understand the problem, need to know what product or service will solve it.

The Buying Process

Recommended Content: •  Webinars •  Case Studies •  Free Samples •  Catalogs •  Product Spec Sheets

1 Perform Research

2 Establish

Buying Criteria

3 Compare Vendors

4 Make a

Purchase



1 Perform Research

2 Establish

Buying Criteria

3 Compare Vendors

4 Make a

Purchase

Prospect State of Mind: Knows what solution is needed and is ready to select a product or service to buy.

The Buying Process

Recommended Content: •  Free Trials •  Free Demos •  Consultations •  Free Quotes or Estimates •  Coupons

1 Perform Research

2 Establish

Buying Criteria

3 Compare Vendors

4 Make a

Purchase


The Buying Process

1 Perform Research

2 Establish

Buying Criteria

3 Compare Vendors

4 Make a

Purchase


Marketing

Sales Prospect State of Mind: Ready to buy, sign a contract, etc.

1. Perform Research

1. Perform Research

1.  How many cubic feet do I need? 2.  Do I really need a steam dryer? 3.  How many cycles are really necessary? 4. What technology lasts the longest?

2. Establish Buying Criteria

2. Establish Buying Criteria

3. Compare Vendors

3. Compare Vendors

4. Make a Purchase

The Buying Process

1 Perform Research

2 Establish

Buying Criteria

3 Compare Vendors

4 Make a

Purchase


Marketing

Sales

3 Batch ‘n’ Blast Email is for the Past.

When emails are not relevant

One Offer Masses

Highly Engaged “Hot Leads.”

Dynamic Segmentation…

Dynamic Segmentation and automation resulting in more leads and customers…

Multiple Offers Masses

Segmented Lists

Today’s customer is in control of the buying journey.

4

“In today’s buyer’s decision journey, traditional communications just aren’t relevant.”

- Marketing is Dead, HBR Blog, August 9, 2012

What they hear “all the noise, noise, noise”

Has ALL the answers!

Are you creating persona-driven content that addresses your customers questions, problems, and needs?

When they ask ,

Does your website provide an answer?…

Persona-driven content increases inbound leads and customers.

5 Content is more than ‘King’…

…it works on your website like compounding interest does for your bank account.

New Leads Index

Website Pages Source: HubSpot

IMPACT OF WEBSITE CONTENT ON INBOUND LEADS FOR B2B & B2C COMPANIES

New Leads Index

Website Pages Source: HubSpot

IMPACT OF WEBSITE CONTENT ON INBOUND LEADS BY COMPANY SIZE

6 ‘Over the Fence’ Marketing is for the Playground.

92% Of prospects are not closed …mainly because of marketing and sales misalignment.

Source:

Leads

Marketing Sales

Generate as many leads as possible using:

Leads

- PPC, Landing Page campaigns, Purchased Lists, Tradeshow badges scanned.

Marketing

Needs Prospects that are ready to close.

Leads

Sales

Who’s to blame?

Handing off the baton should be smooth, not a toss.

It’s time to reposition marketing within the organization.

7

Marketing

The Revenue Driver

Marketing:

73% of CEOs think Marketers lack business credibility: They can’t prove they generate business growth.

2011 study – 600 CEOs Why?

Revenue

Performance

Management

“I always say, if you don’t like what they’re saying, change the conversation.” – Peggy

Mad Men – April 21, 2013

Shift the talk about Engagement - Likes, Tweets, Click-throughs, Shares, Comments, Page Views, etc…

Towards more business-impact conversations such as…

•  Customer Acquisition Cost •  Customer Lifetime Value •  Cost Per Lead •  Marketing Influenced

Customer % •  % of Target Revenue

Achieved

Brand Awareness is important, but…

Can you tie these metrics to Top-Line Growth Generation?

Marketing

Sales Leads, Prospects, Customers, Evangelists

Net Income

Recap 1.  Your website is more than an electronic brochure. 2.  Don’t ask for a call or sale before the prospect is

ready. 3.  Batch ‘n’ Blast Email is for the past. 4.  Today’s customer is in control of the buying

journey. 5.  Content is more than just ‘King’. 6.  ‘Over the Fence’ Marketing is for the playground. 7.  It’s time to reposition marketing.

Final word: wondering how your website is performing?

Sign up here and we’ll send you a free report: http://marketing.hiddenpeak.net/free-website-assessment

For more information, contact: Erin Carpenter [email protected] M: 760-445-1317

Hidden Peak Interactive 7040 Avenida Encinas, Ste 104 Carlsbad, CA 92011






For more information, contact: Erin Carpenter [email protected] @ehcarpenter

Hidden Peak Interactive, LLC Carlsbad, CA www.hiddenpeak.net

Michael Senger [email protected] @webmarketers

Questions?

Business

Inbound marketing 7 earth-shaking reasons webinar (v8.0)