INBOUND15

More Value, Better Clients, Bigger Budgets: Moving Beyond the Basics of Inbound

platinum agency partner

What to expect from this session

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Inbound Light to HubSpot

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Code your way to better TOFUs

Interactive eats static content for breakfast • Generates 38% more views than it’s nearest TOFU competitor

• AND … the Submission Rate is 38% higher than it’s nearest TOFU competitor

• But wait, there’s more … the Customer Rate is 2x better than any other piece of content on the site.

Seeing the opportunity

Seeing the opportunity • Ask Sales! People ask questions... but buyers ask different questions and seek different information … nobody knows this like the sales department.

• Marketing triggers … early questions in the cycle … if it really does all come down to price, then what are the 5-10 questions that need to be answered in order to arrive at a budget range?

Interactive content checklist • Answering questions vs serving content • Capture user data, sync often • Learn about your prospects as you go • Know what’s next • Integrate with sales and remember …

• Mobile is a must

Hot tub selector

Aqua-Tech Hot Tub Selector • Top converting asset on site • Easy to use and fun • Send lead to bottom of funnel form at final stage • Notify lead of their options via email • Notify sales about their engaged lead

Telco solutions finder example

Eastlink Business Solutions Finder • Capture information in stages • Save each stage to HubSpot • Present the solution for each section • Final screen triggers overall recommendation, email to lead and email of all details to sales dept

• JS/JSON question/answer matrix built for reuse

Inbound + CRO = Money

Add value at the mid funnel • Conversion Rate Optimization • User/usability testing • Heatmaps, clickmaps help determine user paths • Split test big changes, iterate, improve • Need traffic • Exceptionally powerful for ecommerce

Moving down the funnel

Adding value and growing retainers at the bottom-of-funnel

• Helping Sales Leverage Content • Lead Gen • Training & Support

Bringing the top down • Content for sales • Extending marketing messaging down the funnel (Message Templates) to accelerate sales

• Make offer documents available from within the CRM for easy access

Lead generation campaigns

Lead Generation • Integrating social & direct email outreach via internal workflows

• Premium content opportunities • Other revenue opportunities (list gen, competitive research, repurposing lead gen content for general site use)

• Custom landing pages & follow-up emails

Training & supporting the Sales Organization

Training & Support • CRM training • Sales intelligence (Sidekick, BuiltWith, WhoIs, LinkedIn, etc)

• Sales coaching

What do I need?

How can you get started with these tactics? • A developer helps :) • A willingness to get closer to sales and ask probing business questions

• A way of pricing it

About pricing • In our experience, both Interactive Content & Sales Enablement are perceived as higher value by clients and, thus, have less budgetary pressure

• There’s no pricing magic … itemize, estimate and iterate based on experience. But … 1. Charge for scoping first 2. Build in extra for testing and iteration 3. Take advantage of value perception 4. Charge more for development than design

INBOUND15