ConsistentStrategy + Tactics
Industry AwarenessEducating Audiences & Markets
Selling Value PropositionConnect & Engage
Leads
3Friday, April 12, 13
Jim Caruso, +1 770.642.2080 http://MediaFirst.net 3
Unfair AdvantagesEngineers
IT Sales = Real Customers12 Years of Client Successes
Know Industries & TechnologiesEffective process, Low overhead
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 4
Partner, Tool, Contractor• Partners: Rackspace 10+, Hubspot, Yottaa, Acquia, etc.
•Tools: Drupal, WordPress, MailChimp, and whatever you have
•Write, edit, social media, PR, etc.
•Websites & changes, advertising, etc.
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 5
6
78% of Internet users conduct product research online.
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 6
10
75% of the links search users
click on are organic—not paid.
SOURCE: MARKETING SHERPA, FEBRUARY 6, 20077Friday, April 12, 13
Jim Caruso, +1 770.642.2080 http://MediaFirst.net 7
Companies that blog get
website visitors.
12 SOURCE: HUBSPOT, 2010
55% more
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 8
14 SOURCE: HUBSPOT, 2011
67%of B2C companies
and 41% of B2B companieshave acquired a customer
through Facebook.
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 9
IT’S TIME TO
MARKETING!TRANSFORM
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 10
28
Make stuff people want.
1START CREATING/PUBLISHING CONTENT THAT IS HELPFUL & VALUABLE TO OUR CUSTOMERS:
• FAQS• HOW-TO’S• EBOOKS• VIDEOS• BLOG!
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 11
29
Be generous.2
• THE MORE WE GIVE, THE MORE WE’LL GET
• INCREASE # OF PAGES & INBOUND LINKS
• BUILD TRUST, CREDIBILITY, & GOOD WILL
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 12
30
Rock our keywords.3 • GET ON PAGE 1!
• DOUBLE TRAFFIC• CUT PPC SPENDING IN HALF
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 13
31
Give great directions.
4• CREATE RELEVANT LANDING PAGES• CLEAR CALLS TO ACTION• COMPELLING OFFERS
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 14
32
Invest wisely.5
“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
15Friday, April 12, 13
Jim Caruso, +1 770.642.2080 http://MediaFirst.net 15
6 MONTH GOALS:
• Double web traffic (to buyer keywords)• Double web leads• Website Grade above 70
–http://www.WebsiteGrader.com–Grader.com
• REPEAT!HOW TO USE THIS SLIDE: Adjust above goals according to your baseline and growth objectives. Then delete this box & the orange arrow to the left!
33
(my addition in parentheses)
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 16
11
200 MillionAmericans have registered on the Federal Trade Commission’s “Do Not Call” list.
SOURCE: FTC, JULY 201017Friday, April 12, 13
Jim Caruso, +1 770.642.2080 http://MediaFirst.net 17
25
Yesterday’s approach:
“GET IN THEIR FACE” when they’re not looking.
Tomorrow’s approach:
“GET FOUND” when they are looking.
18Friday, April 12, 13
Jim Caruso, +1 770.642.2080 http://MediaFirst.net 18
16
Inbound marketing costs 62% less per lead than traditional, outbound marketing.
AVG COST/LEAD: $143
AVG COST/LEAD: $373
OUTBOUND INBOUND
SOURCE: HUBSPOT, 201119Friday, April 12, 13
Jim Caruso, +1 770.642.2080 http://MediaFirst.net 19
Inbound Marketing Methodology
Source - http://www.hubspot.com/products/inbound-marketing/
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 20
Marketing is EVERYTHING
• Website
• Content
• Social Media
• SEO
• Events
• Video
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 21
Marketing Automation
•Overview
•Components
•Tools
•Implementation
•Measurement
•Plan, Do , Measure, Control - Deming
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 22
What I Like
• A methodology for implementation
• Tracking methods that show incremental improvement
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 23
Drupal
•Powerful Out-of-the-Box
•Flexible - Add Modules
•Functional - Any
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 24
Marketing Automation
• Content: Website, Blogging, Press Releases, Forum, etc
• Calls-To-Action (CTA)
• Forms (number of fields)
• Landing Pages
• Email: Campaigns, Nurturing (Drip), Transactional
• SEO
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 25
Attract Buyers
• Buyer Personas - Who will buy?
• Buyer Needs - What content helps them buy?
• “Buyer Keywords” - What will be their search query?
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 26
Owned, Earned & Paid Media
• Owned: your website and communications that you control
• Earned: Press coverage, “Likes,” Google +1, Retweet, etc.
• Paid: Advertising and promoted content
• Syndicated content, promoted tweet, Facebook or Linkedin Ads
27Friday, April 12, 13
Jim Caruso, +1 770.642.2080 http://MediaFirst.net 27
Persona, VC (Investor)
• Large Market
• Excellent Management Team
• Effective Value Proposition
• Ability to Execute
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 28
Metrics• Revenues: Top Line
• Profit: Bottom Line
• Closed Deals
• Qualified Leads
• Marketing Qualified Leads
• All Leads
• Traffic29Friday, April 12, 13
Jim Caruso, +1 770.642.2080 http://MediaFirst.net 29
Marketing Tools•Website profiler: Ghostery, BuiltWith, etc.
•Dashboards: Geckoboard, Informly, etc.
•Integration: Zapier
•Collaboration: Basecamp, GatherContent, etc.
•SEO: SeoMoz, SpyFu, SEMRush
•Traffic Rank: Alexa, Compete, Quantcast, etc.
•File Share & Sync: Dropbox, Google Drive, Voxel, CloudHQ
•Quotes & Digital Signatures30Friday, April 12, 13
Jim Caruso, +1 770.642.2080 http://MediaFirst.net 30
Dashboard: Leftronic
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 31
Dashboard: Ducksboard
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 32
Dashboards - a listhttp://chimeapp.com/
http://www.cyfe.com/http://www.digmydata.comhttp://www.ducksboard.comhttp://www.easy-insight.comhttp://www.geckoboard.comhttp://www.grappster.comhttp://www.inform.ly http://www.leftronic.comhttp://statusboard.mehttp://www.trakkboard.comhttp://www.zeppelin.coRead more: http://mediafirst.net/blog/dashboard-apps-chime-cyfe-digmydata-ducksboard-easy-insight-geckoboard-grappster-informly-trakk#ixzz2QBXpv0Yz Under Creative Commons License: Attribution Non-Commercial No Derivatives
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 33
THINK LIKE A MEDIA COMPANY. You are one.
34Friday, April 12, 13
Jim Caruso, +1 770.642.2080 http://MediaFirst.net 34
26
Google is our new business card.
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 35
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 36
IMPACT OF WEBSITE CONTENT ON INBOUND LEADS.
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 37
Inbound Marketing Campaign Components
38
Produce a Compelling Marketing Offer
Place the Offer on Your Website
Promote the Offer
Nurture the Leads who Convert on That Offer
Measure Your Success
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 38
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Create a Compelling Offer
40
•Offers can take any number of formats•Ebooks•Whitepapers•Webinars•Demos•Tip Sheets•Infographics•Videos•Templates•And so on…
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Jim Caruso, +1 770.642.2080 http://MediaFirst.net 40
Place the Offer on Your Website
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42
Email #1Day 10
Download Our New Lead Generation eBook
Email #2Day 20
Watch “How Using Targeting Email can Increase Leads”
Email #3Day 40
Receive a Demo of the HubSpot Contacts Tool
Nurture Leads Who Convert
42Friday, April 12, 13
Jim Caruso, +1 770.642.2080 http://MediaFirst.net 42
Promote the Offer
43
How to properly promote your offer through social media• Decide on the timing.• Choose what social networks work best for this offer• Use a Hashtag• Change up your messages• Measure your success and replicate what works.
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Measure Your Campaign
4444Friday, April 12, 13
CONVERTS INTO QUALIFIED LEADS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
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DELIGHTS YOUR CUSTOMERS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
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Content Distribution
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Incremental Improvement
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Landing Page
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Incremental Improvement
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Incremental Improvement
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create marketing people love
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119%THE CLICK-THROUGH RATE ON TRIGGERED MESSAGES IS 119% HIGHER THAN “BUSINESS AS USUAL MESSAGES.
- EPSILON & DMAhttp://www.epsilon.com/download/q1-2012-north-america-email-trend-results-open-rates-improve-over-previous-quarter-and-prev
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Semi- fictional representations of your ideal customer based on real data and some select educated speculation
about customer demographics, behavior patterns, motivations, and goals.
What is a Buyer Persona?
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Persona Profile Checklist
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MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (BU), MBA (Babson)• 42, Married, 2 Kids (10 and 6)
Goals:• Support sales with collateral and leads• Manage company communications• Build awareness
Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess
Loves HubSpot because:• Easy to use tools that make her life easier• Learn inbound marketing best practices• Easier reporting to sales and CEO
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Use PPC to Unleash the Power of Organic (SEO)
• Free
• More traffic
• Smarter people
• Longer lasting
Source: Marketing Sherpa and Enquiro Research
Organic Results
75% of clicks
Pay Per Click – 25% of Clicks
63Friday, April 12, 13
Marketing Automation Vendors•Act On
•Eloqua
•Hubspot
•Infusionsoft
•Loopfuse
•Marketo
•Pardot
•Salesfusion
•Silverpop
•“White Label”
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Resources: Complete Examples•Marketing Automation vendors
•Brian Clark
•ProBlogger.net
•Chris Brogan
•Gary Vaynerchuk @GaryVee
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Marketing Automation with Drupal
•Google Analytics
•Great content, taxonomy, related content
•Friendly search, Solr and faceted
•Performance tuned servers, caching, and CDN
•Drupal form & validation modules (CRM form modules)
•Email: modules for MailChimp & Mandrill - other ESPs
•Great experience, tracking and landing page alternatives
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MediaFirst: Marketing PR, Social, & Web - for Leads
• Jim Caruso, 404.788.0188, [email protected]
• http://MediaFirst.net
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