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7 Steps to Inbound Success
Felicity McCarthyOct 2015
Inbound
Inbound
Content
SEO
Social
Is Inbound right for me?Explore need
Identify need
Evaluate options
Address concerns
Make the purchase
Evaluate
How long is your sales cycle?
How many touchpoints do you have with prospects on that cycle?
Could you/should you have more digital touchpoints?
Your Inbound Strategy
Buyer Personas
1. Buyer Personas
Buyer PersonasWho are your key decision makers?• Age & Gender• Interests• Role & Education• Industry• Pain Points• Proposition• Motivations
IT Manager
Business Owner
Buyer/Planner
Marketing Manager
Finance Manager Car Buyer
Home Buyer
Facilities Manager
Construction
Engineer
Customer Journey
Buyer Personas
2. Customer Journey
Map your customer journey
Reach
• prospects• customers
Act
• achieve interaction
Convert
• to lead• to sale
Engage
• through time
Ref: SmartInsights by Dave Chaffey
Content Creation
Customer Journey
Buyer Personas
3. Content Creation
Create great content
eBooksGuides
Webinars: Live & on-demand
Live Demos
Videos:TestimonialsInstructional
Educate, engage, inform or motivateTruly uniqueHigh value
Align content to journey• Blog• Infographics• Articles
Reach
• eBooks• Webinars• Guides
Act
• Live demos• Free trials• Customer testimonials
Convert
• Advice• Enhance cust experience• Exclusive content
Engage
Ref: SmartInsightsDave Chaffey
Example Content
Content Creation
Automation Tools
Customer Journey
Buyer Personas
4. Automation Tools
Choose the right toolsEvaluate based on:
• Cost• Support• Training required• Expertise level
Content Creation
Automation Tools
Distribute Content
Customer Journey
Buyer Personas
5. Distribute content
Distribute your contentSeed out through relevant channels
Distribute your content
Right content: Right customer• Target your buyer personas• Segment through customer lifecycle
(RACE)• Leverage customer data, create:
• custom audiences • lookalike audiences• Retargeting audiences
Content Creation
Automation Tools
Distribute Content
Customer Journey
Buyer Personas
6. Lead Capture & Score
Lead Capture & Scoring
Capture leads & score them• Collect essential data only• Track the source• Score based on source:
• Download report• Webinar• Live demo• Free Trial• Free phone
consultation
3. Content Creation
4. Automat’n Tools
5. Distribute Content
2. Customer Journey
1. Buyer Personas
6. Lead Capture & Scoring
7. Nurture & Close7. Nurture
& Close
Nurture Leads
• Be systematic• Track every contact• Respond to every lead• Stay in touch• Learn and iterate
79% of marketing leads never convert into sales, due to lack of lead nurturing. (MarketingSherpa)
Close the dealMarketing & Sales collaborate on sales execution, using:• Lead sources• Lead scoring• Lead qualification• Close the sale
Closing
Qualify
ScoreSource
Measure - KPIsREACH ACT CONVERT ENGAGE
Unique users Site Traffic Unique visitors Repeat visits
Audience size Time on site Registrations/attendees
Time on site
Reach of ads/content
Pages per visit Scored leads Social Engagement
Bounce Rate
Flow: Sage Ireland
Flow: SumoMe.com
Flow: Canva
Goals:Transition from data marketplace to cloud based big data businessMethod:Focus on customers, map customer intent through the funnel.Develop funnel with high quality content – reports, webinars & online workshopsResults:Grew database 94% in year of testGrew run rate of lead gen by 358% in 1 year.
Example: Infochimps
3. Content Creation
4. Automat’n Tools
5. Distribute Content
2. Customer Journey
1. Buyer Personas
6. Lead Capture & Scoring
Your Inbound Formula7. Nurture
& Close
Thank You
Follow @sparkfelicity
/sparkdigital.ie