User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

User GroupKn xville

KnoxHUG

KnoxvilleHUG

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

Meet the Knoxville HUG Leader

bull Inbound Marketing Certified bull Partner Certified bull HubSpot Certified bull Contextual Marketing Certified bull COS Design Certifiedbull HubSpot Beta Tester

wwwvieodesigncom

Holly YalovePrincipal amp CMO for VIEO Design

HollyYalove

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

Help Knoxville Win the HUG ContestExpires 81515

bull Promote our HUG code for $50 off INBOUND registration Code KnoxvilleHUG15 (not case sensitive)

bull Use the code yourself and share it with colleagues and other marketers in our area

If you already registered we can still get credit - just let Holly Yalove know so the code can be applied

In addition to $50 off INBOUND registration the prizes are

bull 8 members receive a copy of Seth Godinrsquos bookbull 15 members will have access to exclusive networking with executives during INBOUNDbull 25 members will have access to up front seating during all keynotes at INBOUND

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

Next Meetup Date

Q4 Knoxville HUG Meetup 10-13-15

bull HubSpot Guest Speaker Nick Sal Head of Channel Partner Inbound Success Training at HubSpot

Introduction

Chad ElmoreDirector of Digital CommunicationPyxl Knoxville

Gadget obsessed

SciFi Enthusiast

Coffee Lover

Gamer

Vol for Life

Movie Buff

Meet Our Guest Speaker

thinkpyxlcomcelmorethinkpyxlcom

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

Mapping Content to the Buyerrsquos Journey

Presented ByChad ElmoreDirector of Digital CommunicationPyxl Knoxville

Agenda- What is the Buyerrsquos Journey- Content Mapping Methodology - OK so now what- How to get started

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

Letrsquos go on a Journey

What do we know about customers

- Theyrsquore all looking for stuff - They sometimes need direction on where to find said stuff - They do their homework

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

Letrsquos go on a Journey

What do we know about customers

- Theyrsquore all looking for stuff - They sometimes need direction on where to find said stuff - They do their homework

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

What else do we know

56 of US email users unsubscribe from a business or nonprofit email subscription because of content that is no longer relevantSource ChadwickMartinBailey

Our new challenge

Deliver the right contentto the right personat the right time

What is the Buyerrsquos Journey anyway

Definition The active research process a potential buyer goes through leading up to a purchase

Awareness Stage Decision StageConsideration Stage

The Buyerrsquos Journey

Wersquore aware of this phenomenon all the time at retail but it can be applied to the digital space as well

The Buyerrsquos Journey

- What does this mean for marketers Just as we need the right products in the right place for customers at retailhellip hellipwe need the right offers content and

education at the right times to nurture leads toward purchase

Content Mapping MethodologyContent Type

Buying Cycle Stage

Keywords

User Behavior

- All three elements are equally weighted

Understanding User Behavior

Awareness Stage

Mission Users are seeking educational third party vendor neutral content

Mission Users are committing to solving their clearly defined problem more focused on solutions amp comparisons

Mission Users are seeking validation in determining their short list and selecting a vendor

Decision StageConsideration Stage

But their goals change throughout the buyerrsquos journey

Customers are on a mission

What type of content

Awareness Stage

eGuides

eBooks

White Papers

Webcasts

Solution Comparisons White Papers

Expert Editorial eGuides

Vendor ProductComparison

Case Studies

Trial Software

Downloads

Decision StageConsideration Stage

As customers approach becoming ldquopurchase readyrdquo the information theyrsquore served online must adapt to stay relevant

Keywords Matter

Awareness Stage

Issue Opportunity type terms Troubleshoot Issue Resolve Risks Upgrade

Solution type terms Solution Provider Service Supplier Tool Device

Comparison Review type terms Compare Versus Vs Comparison Pros and Cons

Decision StageConsideration Stage- The buyerrsquos journey should also dictate how you talk about the offer - Titles email copy subject lines and landing pages should adjust as users move down the sales funnel

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

Swag Time

What is the Buyerrsquos Journey anyway

Definition The active research process a potential buyer goes through leading up to a purchase

Awareness Stage Decision StageConsideration Stage

The Buyerrsquos Journey

Wersquore aware of this phenomenon all the time at retail but it can be applied to the digital space as well

The Buyerrsquos Journey

- What does this mean for marketers Just as we need the right products in the right place for customers at retailhellip hellipwe need the right offers content and

education at the right times to nurture leads toward purchase

Content Mapping MethodologyContent Type

Buying Cycle Stage

Keywords

User Behavior

- All three elements are equally weighted

Understanding User Behavior

Awareness Stage

Mission Users are seeking educational third party vendor neutral content

Mission Users are committing to solving their clearly defined problem more focused on solutions amp comparisons

Mission Users are seeking validation in determining their short list and selecting a vendor

Decision StageConsideration Stage

But their goals change throughout the buyerrsquos journey

Customers are on a mission

What type of content

Awareness Stage

eGuides

eBooks

White Papers

Webcasts

Solution Comparisons White Papers

Expert Editorial eGuides

Vendor ProductComparison

Case Studies

Trial Software

Downloads

Decision StageConsideration Stage

As customers approach becoming ldquopurchase readyrdquo the information theyrsquore served online must adapt to stay relevant

Keywords Matter

Awareness Stage

Issue Opportunity type terms Troubleshoot Issue Resolve Risks Upgrade

Solution type terms Solution Provider Service Supplier Tool Device

Comparison Review type terms Compare Versus Vs Comparison Pros and Cons

Decision StageConsideration Stage- The buyerrsquos journey should also dictate how you talk about the offer - Titles email copy subject lines and landing pages should adjust as users move down the sales funnel

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

Swag Time

The Buyerrsquos Journey

Wersquore aware of this phenomenon all the time at retail but it can be applied to the digital space as well

The Buyerrsquos Journey

- What does this mean for marketers Just as we need the right products in the right place for customers at retailhellip hellipwe need the right offers content and

education at the right times to nurture leads toward purchase

Content Mapping MethodologyContent Type

Buying Cycle Stage

Keywords

User Behavior

- All three elements are equally weighted

Understanding User Behavior

Awareness Stage

Mission Users are seeking educational third party vendor neutral content

Mission Users are committing to solving their clearly defined problem more focused on solutions amp comparisons

Mission Users are seeking validation in determining their short list and selecting a vendor

Decision StageConsideration Stage

But their goals change throughout the buyerrsquos journey

Customers are on a mission

What type of content

Awareness Stage

eGuides

eBooks

White Papers

Webcasts

Solution Comparisons White Papers

Expert Editorial eGuides

Vendor ProductComparison

Case Studies

Trial Software

Downloads

Decision StageConsideration Stage

As customers approach becoming ldquopurchase readyrdquo the information theyrsquore served online must adapt to stay relevant

Keywords Matter

Awareness Stage

Issue Opportunity type terms Troubleshoot Issue Resolve Risks Upgrade

Solution type terms Solution Provider Service Supplier Tool Device

Comparison Review type terms Compare Versus Vs Comparison Pros and Cons

Decision StageConsideration Stage- The buyerrsquos journey should also dictate how you talk about the offer - Titles email copy subject lines and landing pages should adjust as users move down the sales funnel

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

Swag Time

The Buyerrsquos Journey

- What does this mean for marketers Just as we need the right products in the right place for customers at retailhellip hellipwe need the right offers content and

education at the right times to nurture leads toward purchase

Content Mapping MethodologyContent Type

Buying Cycle Stage

Keywords

User Behavior

- All three elements are equally weighted

Understanding User Behavior

Awareness Stage

Mission Users are seeking educational third party vendor neutral content

Mission Users are committing to solving their clearly defined problem more focused on solutions amp comparisons

Mission Users are seeking validation in determining their short list and selecting a vendor

Decision StageConsideration Stage

But their goals change throughout the buyerrsquos journey

Customers are on a mission

What type of content

Awareness Stage

eGuides

eBooks

White Papers

Webcasts

Solution Comparisons White Papers

Expert Editorial eGuides

Vendor ProductComparison

Case Studies

Trial Software

Downloads

Decision StageConsideration Stage

As customers approach becoming ldquopurchase readyrdquo the information theyrsquore served online must adapt to stay relevant

Keywords Matter

Awareness Stage

Issue Opportunity type terms Troubleshoot Issue Resolve Risks Upgrade

Solution type terms Solution Provider Service Supplier Tool Device

Comparison Review type terms Compare Versus Vs Comparison Pros and Cons

Decision StageConsideration Stage- The buyerrsquos journey should also dictate how you talk about the offer - Titles email copy subject lines and landing pages should adjust as users move down the sales funnel

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

Swag Time

Content Mapping MethodologyContent Type

Buying Cycle Stage

Keywords

User Behavior

- All three elements are equally weighted

Understanding User Behavior

Awareness Stage

Mission Users are seeking educational third party vendor neutral content

Mission Users are committing to solving their clearly defined problem more focused on solutions amp comparisons

Mission Users are seeking validation in determining their short list and selecting a vendor

Decision StageConsideration Stage

But their goals change throughout the buyerrsquos journey

Customers are on a mission

What type of content

Awareness Stage

eGuides

eBooks

White Papers

Webcasts

Solution Comparisons White Papers

Expert Editorial eGuides

Vendor ProductComparison

Case Studies

Trial Software

Downloads

Decision StageConsideration Stage

As customers approach becoming ldquopurchase readyrdquo the information theyrsquore served online must adapt to stay relevant

Keywords Matter

Awareness Stage

Issue Opportunity type terms Troubleshoot Issue Resolve Risks Upgrade

Solution type terms Solution Provider Service Supplier Tool Device

Comparison Review type terms Compare Versus Vs Comparison Pros and Cons

Decision StageConsideration Stage- The buyerrsquos journey should also dictate how you talk about the offer - Titles email copy subject lines and landing pages should adjust as users move down the sales funnel

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

Swag Time

Understanding User Behavior

Awareness Stage

Mission Users are seeking educational third party vendor neutral content

Mission Users are committing to solving their clearly defined problem more focused on solutions amp comparisons

Mission Users are seeking validation in determining their short list and selecting a vendor

Decision StageConsideration Stage

But their goals change throughout the buyerrsquos journey

Customers are on a mission

What type of content

Awareness Stage

eGuides

eBooks

White Papers

Webcasts

Solution Comparisons White Papers

Expert Editorial eGuides

Vendor ProductComparison

Case Studies

Trial Software

Downloads

Decision StageConsideration Stage

As customers approach becoming ldquopurchase readyrdquo the information theyrsquore served online must adapt to stay relevant

Keywords Matter

Awareness Stage

Issue Opportunity type terms Troubleshoot Issue Resolve Risks Upgrade

Solution type terms Solution Provider Service Supplier Tool Device

Comparison Review type terms Compare Versus Vs Comparison Pros and Cons

Decision StageConsideration Stage- The buyerrsquos journey should also dictate how you talk about the offer - Titles email copy subject lines and landing pages should adjust as users move down the sales funnel

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

Swag Time

What type of content

Awareness Stage

eGuides

eBooks

White Papers

Webcasts

Solution Comparisons White Papers

Expert Editorial eGuides

Vendor ProductComparison

Case Studies

Trial Software

Downloads

Decision StageConsideration Stage

As customers approach becoming ldquopurchase readyrdquo the information theyrsquore served online must adapt to stay relevant

Keywords Matter

Awareness Stage

Issue Opportunity type terms Troubleshoot Issue Resolve Risks Upgrade

Solution type terms Solution Provider Service Supplier Tool Device

Comparison Review type terms Compare Versus Vs Comparison Pros and Cons

Decision StageConsideration Stage- The buyerrsquos journey should also dictate how you talk about the offer - Titles email copy subject lines and landing pages should adjust as users move down the sales funnel

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

Swag Time

Keywords Matter

Awareness Stage

Issue Opportunity type terms Troubleshoot Issue Resolve Risks Upgrade

Solution type terms Solution Provider Service Supplier Tool Device

Comparison Review type terms Compare Versus Vs Comparison Pros and Cons

Decision StageConsideration Stage- The buyerrsquos journey should also dictate how you talk about the offer - Titles email copy subject lines and landing pages should adjust as users move down the sales funnel

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

Swag Time

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

Swag Time

Wait who are these buyers again

AwarenessI am a buyer aware of a problem or need

ConsiderationI am a buyer thinking about potential solutions to my problem or need

DecisionI am a buyer trying to decide which vendor or product fully meets my need

Ok so now what

- Meet customers uniquely where they are with the right content

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

A real world example

Meet Violet- Shersquos having trouble choosing a landscaper for her home- Done her homework for weeks- Has rare plants and specific concerns- Narrowed her search to 2 vendors but needs peace of mind

Ok so now what

- Meet customers uniquely where they are with the right content

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

A real world example

Meet Violet- Shersquos having trouble choosing a landscaper for her home- Done her homework for weeks- Has rare plants and specific concerns- Narrowed her search to 2 vendors but needs peace of mind

User GroupKn xville KnoxHUGknoxvillehubspotusergroupscom

A real world example

Meet Violet- Shersquos having trouble choosing a landscaper for her home- Done her homework for weeks- Has rare plants and specific concerns- Narrowed her search to 2 vendors but needs peace of mind

Where is Violet in the buyerrsquos journey

- Doesnrsquot need lots of continued nurturing - Is ready to buy- Has short list of vendors selected- Needs to understand ROI and best fit

MissionUsers are seeking validation in determining their short list and selecting vendor

Decision Stage

Letrsquos design an offer

Behavior -Needs to decide between vendors Content- Needs real data to validate decision Relevant Keywords-Option 1 vs Option 2

- Seeking validation

- Case study with competitive comparisons

- Pros and Cons - Compare

Hey Violetwe have your answer

Wersquoll start by sending her a targeted email inviting her to ldquoCompare Awesome Landscaping Inc to the competitionrdquo

A landing page with even more information about Awesome Landscaping Inc and how we differ

Finally wersquoll deliver the exact resource that moves Violet to make an informed decision

What if Violet doesnrsquot buy

Remember there are 3 stages in the buyerrsquos journey - You may need more compelling Awareness and Consideration stages - Each stage should nurture leads - Too much info too early ldquoIrsquom just lookingrdquo

How to get started

- You probably already have some great content but in which stage does it fit- Where are the content gaps- What are the questions your customers ask themselves

Analyzing results

- Content success can be measured and adjusted- Let your results drive your content- Listen to customer feedback

Toolkit

- Content is king but additional tools can help - Marketing automation platform- PPC advertising- Analytics

Thank You Your customers are ready and

waiting for your content

Questions

Holly YalovePrincipal amp CMO for VIEO Design

Introduction

Chad ElmoreDirector of Digital CommunicationPyxl Knoxville

Gadget obsessed

SciFi Enthusiast

Coffee Lover

Gamer

Vol for Life

Movie Buff

Get in Touch

thinkpyxlcom

celmorethinkpyxlcom

wwwvieodesigncom

HollyYalove

Letrsquos design an offer

Behavior -Needs to decide between vendors Content- Needs real data to validate decision Relevant Keywords-Option 1 vs Option 2

- Seeking validation

- Case study with competitive comparisons

- Pros and Cons - Compare

Hey Violetwe have your answer

Wersquoll start by sending her a targeted email inviting her to ldquoCompare Awesome Landscaping Inc to the competitionrdquo

A landing page with even more information about Awesome Landscaping Inc and how we differ

Finally wersquoll deliver the exact resource that moves Violet to make an informed decision

What if Violet doesnrsquot buy

Remember there are 3 stages in the buyerrsquos journey - You may need more compelling Awareness and Consideration stages - Each stage should nurture leads - Too much info too early ldquoIrsquom just lookingrdquo

How to get started

- You probably already have some great content but in which stage does it fit- Where are the content gaps- What are the questions your customers ask themselves

Analyzing results

- Content success can be measured and adjusted- Let your results drive your content- Listen to customer feedback

Toolkit

- Content is king but additional tools can help - Marketing automation platform- PPC advertising- Analytics

Thank You Your customers are ready and

waiting for your content

Questions

Holly YalovePrincipal amp CMO for VIEO Design

Introduction

Chad ElmoreDirector of Digital CommunicationPyxl Knoxville

Gadget obsessed

SciFi Enthusiast

Coffee Lover

Gamer

Vol for Life

Movie Buff

Get in Touch

thinkpyxlcom

celmorethinkpyxlcom

wwwvieodesigncom

HollyYalove

Hey Violetwe have your answer

Wersquoll start by sending her a targeted email inviting her to ldquoCompare Awesome Landscaping Inc to the competitionrdquo

A landing page with even more information about Awesome Landscaping Inc and how we differ

Finally wersquoll deliver the exact resource that moves Violet to make an informed decision

What if Violet doesnrsquot buy

Remember there are 3 stages in the buyerrsquos journey - You may need more compelling Awareness and Consideration stages - Each stage should nurture leads - Too much info too early ldquoIrsquom just lookingrdquo

How to get started

- You probably already have some great content but in which stage does it fit- Where are the content gaps- What are the questions your customers ask themselves

Analyzing results

- Content success can be measured and adjusted- Let your results drive your content- Listen to customer feedback

Toolkit

- Content is king but additional tools can help - Marketing automation platform- PPC advertising- Analytics

Thank You Your customers are ready and

waiting for your content

Questions

Holly YalovePrincipal amp CMO for VIEO Design

Introduction

Chad ElmoreDirector of Digital CommunicationPyxl Knoxville

Gadget obsessed

SciFi Enthusiast

Coffee Lover

Gamer

Vol for Life

Movie Buff

Get in Touch

thinkpyxlcom

celmorethinkpyxlcom

wwwvieodesigncom

HollyYalove

What if Violet doesnrsquot buy

Remember there are 3 stages in the buyerrsquos journey - You may need more compelling Awareness and Consideration stages - Each stage should nurture leads - Too much info too early ldquoIrsquom just lookingrdquo

How to get started

- You probably already have some great content but in which stage does it fit- Where are the content gaps- What are the questions your customers ask themselves

Analyzing results

- Content success can be measured and adjusted- Let your results drive your content- Listen to customer feedback

Toolkit

- Content is king but additional tools can help - Marketing automation platform- PPC advertising- Analytics

Thank You Your customers are ready and

waiting for your content

Questions

Holly YalovePrincipal amp CMO for VIEO Design

Introduction

Chad ElmoreDirector of Digital CommunicationPyxl Knoxville

Gadget obsessed

SciFi Enthusiast

Coffee Lover

Gamer

Vol for Life

Movie Buff

Get in Touch

thinkpyxlcom

celmorethinkpyxlcom

wwwvieodesigncom

HollyYalove

How to get started

- You probably already have some great content but in which stage does it fit- Where are the content gaps- What are the questions your customers ask themselves

Analyzing results

- Content success can be measured and adjusted- Let your results drive your content- Listen to customer feedback

Toolkit

- Content is king but additional tools can help - Marketing automation platform- PPC advertising- Analytics

Thank You Your customers are ready and

waiting for your content

Questions

Holly YalovePrincipal amp CMO for VIEO Design

Introduction

Chad ElmoreDirector of Digital CommunicationPyxl Knoxville

Gadget obsessed

SciFi Enthusiast

Coffee Lover

Gamer

Vol for Life

Movie Buff

Get in Touch

thinkpyxlcom

celmorethinkpyxlcom

wwwvieodesigncom

HollyYalove

Analyzing results

- Content success can be measured and adjusted- Let your results drive your content- Listen to customer feedback

Toolkit

- Content is king but additional tools can help - Marketing automation platform- PPC advertising- Analytics

Thank You Your customers are ready and

waiting for your content

Questions

Holly YalovePrincipal amp CMO for VIEO Design

Introduction

Chad ElmoreDirector of Digital CommunicationPyxl Knoxville

Gadget obsessed

SciFi Enthusiast

Coffee Lover

Gamer

Vol for Life

Movie Buff

Get in Touch

thinkpyxlcom

celmorethinkpyxlcom

wwwvieodesigncom

HollyYalove

Toolkit

- Content is king but additional tools can help - Marketing automation platform- PPC advertising- Analytics

Thank You Your customers are ready and

waiting for your content

Questions

Holly YalovePrincipal amp CMO for VIEO Design

Introduction

Chad ElmoreDirector of Digital CommunicationPyxl Knoxville

Gadget obsessed

SciFi Enthusiast

Coffee Lover

Gamer

Vol for Life

Movie Buff

Get in Touch

thinkpyxlcom

celmorethinkpyxlcom

wwwvieodesigncom

HollyYalove

Thank You Your customers are ready and

waiting for your content

Questions

Holly YalovePrincipal amp CMO for VIEO Design

Introduction

Chad ElmoreDirector of Digital CommunicationPyxl Knoxville

Gadget obsessed

SciFi Enthusiast

Coffee Lover

Gamer

Vol for Life

Movie Buff

Get in Touch

thinkpyxlcom

celmorethinkpyxlcom

wwwvieodesigncom

HollyYalove

Holly YalovePrincipal amp CMO for VIEO Design

Introduction

Chad ElmoreDirector of Digital CommunicationPyxl Knoxville

Gadget obsessed

SciFi Enthusiast

Coffee Lover

Gamer

Vol for Life

Movie Buff

Get in Touch

thinkpyxlcom

celmorethinkpyxlcom

wwwvieodesigncom

HollyYalove

Give Your Feedback HUG Hopes Survey

HUG Website wwwknoxvillehubspotusergroupscom

Join Our LinkedIn Group HubSpot User Group Knoxville TN

Follow Us on Twitter KnoxvilleHUG

User GroupKn xville

Thank You for Coming

User GroupKn xville