inbound marketing blueprint

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© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved Inbound Marketing Blueprint Pilot Marketing Strategy Peter Risman [email protected] m: 210-416-8856 linkedin.com/in/peterrisman

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Page 1: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Inbound Marketing Blueprint

Pilot Marketing StrategyPeter Risman

[email protected]: 210-416-8856

linkedin.com/in/peterrisman

Page 2: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Traditional B2B vs Inbound Marketing is the difference between “Yelling at Random People” and an “Informed Conversation”.

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"Don’t find customers for your products, find products for your customers.” - Seth Godin"You cannot sell a man who isn’t listening.” - Bill Bernbach

"Yelling At Random People"● Marketer Initiated● Interruption Based● Unidirectional Communication● Everyone Receives Same Message● Marketing Offers Prospect Little/No Value● Little/No Lead Capture● Most/All Leads Forwarded To Sales● Arbitrary Timing Of Contacts● Bursts Of Campaigns, Followed By Inactivity● Difficult To Measure

"Informed Conversation"● Purchaser Initiated● Permission Based● Bi-Directional/Interactive Communication● Personalized Messaging● Marketing Seeks To Educate/Entertain ● Robust Lead Capture ● Only Qualified Leads Forwarded To Sales● Prospect Interaction Determines Contact Timing● Campaigns Continually In Market● Highly Quantifiable

“If you have more money than brains, focus on outbound marketing. If you have more brains than money, focus on inbound marketing.” - Guy Kawasaki

Page 3: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

• “I’ve got a problem”• “I’ve committed to solving

the problem”• “I’ve defined the problem”• “I’ve got a basic idea how to

solve my problem”

• “I’ve proven the need to solve the problem”

• “I’ve obtained the budget and authority to proceed”

• “I’ve identified possible solutions to my problem”

• “I’ve identified a preferred solution”

• “I’ve learned that others successfully solved their problems with this solution”

• “I’ve confidence in my recommendation”

• “I’ve received approval to proceed.”

DISCOVERY CONSIDERATION DECISION

“I’m trying to educate myself, and am not interested in sales pitches”

Relevant Content:• Research White Papers• Webinars• Workshops• Diagnostic/Assessment tools

“I could use some help building a business case”

Relevant Content:• Solution White Papers• Efficiency/Savings/Value

benchmarks• ROI Analysis tools

“I’m ready to select a provider – why you?”

Relevant Content:• Case studies• Testimonials• Feature Comparisons• TCO comparison tools

Inbound Marketing begins with understanding the Buyer’s Journey, and developing relevant content that addresses Prospects’ questions and issues at each step of the purchasing process.

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Page 4: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

QUALIFIEDPROSPECTS

QUALIFIED LEADS

LEADS

INQUIRIES

SALESCALL

MA

RK

ETIN

GS

ALE

S

Marketing and Sales have different roles to play in effective Lead Gen. Sales must first identify Buyer Personas and characteristics of a Qualified Lead before Marketing can generate Inquiries and nurture Leads.

Roles:• Generate Inquiries• Nurture Leads• Deliver Qualified Leads

Roles:• Detail characteristics of Buyer’s

Journey and Ideal Prospect• Pursue Qualified Leads• Close sales

Sales describes the ideal prospect – Marketing finds them – Sales closes them

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Page 5: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

INQUIRIES

EVALUATE

Inquiries are generated when individuals in the targeted segment self-identify in exchange for content, information, or other object of value.

Inbound marketing more efficient than Outbound marketing• Prospects actively searching for information• Extremely scalable

Initial/Advanced Lead Scoring• Registration provides basic information needed

to identify minimum criteria for purchasing• Follow-up communications delivers additional

information for Advanced Lead Scoring

INITIAL LEAD SCORINGDo they meet minimum criteria for purchasing? (e.g. size, geographic location, etc.)

NO

ADVANCED LEAD SCORINGDo they meet some/all criteria for a likely purchaser? (e.g. BANT, etc.)

YES

YES

QUALIFIEDLEAD LEAD

NO

Whi

tepa

pers

Web

inar

s

Onl

ine

Vid

eo

Blo

g Po

sts

SEO

/PPC

BANT = Budget-Authority-Need-Timing

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Page 6: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

The key to successful Lead Gen is Lead Scoring, which evaluates leads against criteria that Sales believes are most relevant in identifying prospects with a high likelihood of successfully closing.

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Lead Profile Example

The Lead Scoring model above contains two weighted elements:• 5 categories, weighted by perceived importance to closing a sale

• Title (least important), Number of Employees, Annual Telecom Budget, Need, Timing (most important)

• Responses to each category, weighted by perceived importance to closing a sale

Any lead with a score greater than 4.75 is considered “Qualified”

QUALIFIED LEAD

Name Title Number of Employees

AnnualBudget Need Timing Score

Weight = 10% Weight = 20% Weight = 20%

0 – >1001 – 50-1002 – 20-503 – 10–206 – 5-103 – 2-50 – 1

0 – >50k1 – 25k-50k2 – 15k-25k4 – 10k-15k2 – 5k-10k1 – 1k-5k0 – <1k

Weight = 20% Weight = 30%

6 – Owner5 – C -level4 – VP3 – Director2 – Manager1 – Other

5 – New office5 – Save money3 – Upgrade1 – Expand seats0 – Just curious

9 – Next 30 days6 – 30-90 days3 – 3-6 months2 – 6-9 months1 – 9-12 months0 – don’t know

QUALIFIEDLEAD = 4.75+

Joe Blough VP (0.40) 20-50 (0.40) 10k-15k (0.80) New Office (1.00) 30-90 days (1.80) 4.40

Owner (0.60)Jane Doe 5-10 (1.20) 5k-10k (0.40) Save money (1.00) Next 30 days (2.70) 5.90

The purpose of Lead Scoring is to deliver to Sales only those leads that have the highest propensity to successfully close• Sales must define the characteristics of Qualified Leads• Marketing is responsible for delivering Qualified Leads

Page 7: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

ADVANCED LEAD SCORINGDo they meet some/all criteria for a likely purchaser? (e.g. BANT, etc.)

YES

LEADNURTURING

NO

QUALIFIEDPROSPECTS

QUALIFIED LEADS

LEADS

PROSPECT QUALIFICATIONAre they willing to engage or consider?YES NO

SALESCALL

Leads not ready to buy are nurtured and scored after every interaction. Once their score exceeds the threshold, they become a Marketing Qualified Lead (MQL). Sales accepts the leads (SAL), qualifies them (SQL), and attempts to close.

WINLOSS☠

EVALUATE

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Page 8: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Whitepaper#1

ADVANCEDLEAD

SCORING

Whitepaper#2

ADVANCEDLEAD

SCORING

Webinar#1

ADVANCEDLEAD

SCORINGCONTINUE

Lead Nurturing provides an opportunity to remain in contact – and top of mind – with leads as they progress through their Buyer’s Journey. Progressive Registration is used to compile a detailed and up-to-date Lead Profile.

LEADNUTURING

PROGRESSIVEREGISTRATION

PROGRESSIVEREGISTRATION

PROGRESSIVEREGISTRATION

PROGRESSIVEREGISTRATION

ResearchReport

ADVANCEDLEAD

SCORING

• Each Registration adds to – or confirms – the data in each Responders’ Lead Profile

• Progressive Registration allows for:• More in-depth Lead Profiling without

attempting to capture all the data at once

• Provides opportunities to update the Responder’s Lead Profile with new information

• Lead Nurturing offers non-self-serving reasons to remain in contact

QUALIFIED LEADS

INVITEEMAIL

INVITEEMAIL

INVITEEMAIL

INVITEEMAIL

8

Page 9: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Discovery

Seven steps to building an Inbound Marketing capability

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Analysis

Planning

Creation

Execution

Measurement

Optimization

Page 10: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Step 1 - Discovery: Marketing Benchmarking; Sales Benchmarking; Website Behavior Tracking; Content Audit; Platform Audit

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Analysis

Planning

Creation

Execution

Measurement

Optimization

Discovery

Marketing Benchmarking

Sales Benchmarking

Website Behavior Tracking

Content Audit

Platform Audit

Marketing Benchmarking

● What is the current marketing process?

● How is success defined?

● What metrics are being tracked?

● What’s working? What’s not?

Sales Benchmarking

● What is the current sales process?

● How is success defined?

● What metrics are being tracked?

● Who is the “Perfect Prospect”?

● Have “Buyer Personas” been developed?

● Have each Buyer Persona’s content needs been identified?

Website Behavior Tracking

● Determine if/how website behaviors correlate to buy signals and purchasing behavior.

● Determine required changes to website for increased engagement and conversion

Content Audit

● What types of content are currently available? What formats?

● Which employees are SMEs and might contribute to developing new content?

● Which customers are SMEs and might contribute to developing new content?

Platform Audit

● What types of applications are currently being used by Marketing or Sales?

Page 11: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Discovery

Step 2 - Analysis: Buyer Persona Research; Lead Score Modeling; Content GAP Analysis

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Planning

Creation

Execution

Measurement

Optimization

Analysis

Buyer Persona Research

Lead Score Modeling

Content GAP Analysis

Buyer Persona Research

● Who are the Buyer Personas that participate in a purchase decision?

● What information are they seeking?

● Where/how are they looking for it?

● Where are their “pain points”? What problem are they trying to solve?

Lead Score Modeling

● What are the various characteristics of a lead?

● How should they be weighted?

● What are the requirements or score for a lead to be accepted by Sales (SAL)?

Content GAP Analysis

● Compare existing content to Buyer Personas content requirements

● Identify gaps in content that require new content to be developed

Page 12: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Discovery

Step 3: Planning: Campaign Planning; Content Planning; Sales/Marketing SLA

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Analysis

Creation

Execution

Measurement

Optimization

Planning

Campaign Planning

Content Planning

Sales/Marketing SLA

Campaign Planning

● Lead Gen - attracting prospects to open content

● Lead Nurturing - engaging with prospects prior to purchasing

● Onboarding - providing new customers with key information

● Retention - solidifying relationships with customer success stories

● Offboarding - providing unsubscribers with helpful information for transition

● Winback - providing unsubscribers a reason to reconsider in the future

Content Planning

● Determine what content is needed, and how it will be used

● Create “Content Calendar” to document when content will be published and online

events will occur

Sales/Marketing SLA

● Marketing agrees to deliver MQLs, as specified by Sales

● Sales commits to act upon MQL/SAL within an agreed-upon time frame

● Sales agrees to provide a Buy/No Buy disposition for each SQL

Page 13: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Discovery

Step 4: Creation: Design/Produce Content; Configure Marketing Automation Platform (MAP); Create Digital Promotion Assets

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Analysis

Planning

Execution

Measurement

Optimization

Creation

Design/Produce Content

Configure Marketing Automation Platform (MAP)

Create Digital Promotion Assets

Design/Produce Content

● Web page/email copywriting, white papers, eBooks, presentations, online videos, ROI/TCO

calculators/widgets, etc.

Configure Marketing Automation Platform (MAP)

● Integrate web page Lead Capture with MAP

● Configure Lead Scoring methodology

● Configure Campaign decision trees

Create Digital Promotion Assets

● Create new digital assets with “Conversion by Design”: emails, web pages, landing pages, display ads, etc.

Page 14: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Discovery

Step 5: Execution: Deploy Website Content; Deploy MAP; Initiate Campaigns; Integrate MAP with Offline Efforts

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Analysis

Planning

Creation

Measurement

Optimization

Execution

Deploy Website Content

Deploy MAP

Initiate Campaigns

Integrate MAP with Offline Efforts

Deploy Website Content

● Deploy digital assets and publish Top-of-Funnel content on website

Deploy MAP

● Integrate with web page Lead Capture forms

● Activate Lead Scoring functionality

● Activate Campaign decision tree functionality

Initiate Campaigns

● Drive Inquiries to Top-of-Funnel (Discovery) content with SEO, PPC, social media, etc.

● Nurture Leads with emails promoting Mid-Funnel (Consideration) content

● Assist Sales with emails promoting Bottom-of-Funnel (Decision) content

● Commence Onboarding, Retention, and Offboarding Campaigns

Integrate MAP with Offline Efforts

● Maximize the effectiveness of Trade Shows, or Sports Tickets by targeting late-stage/high-value prospects

Page 15: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Discovery

Step 6: Measurement: Results Tracking; KPI Analysis; Executive Dashboard

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Analysis

Planning

Creation

Execution

Optimization

Measurement

Results Tracking

KPI Analysis

Executive Dashboard

Results Tracking

● Compare new results to existing marketing/sales benchmarks

● Begin to track new effectiveness- and conversion-metrics

KPI Analysis

● Total Sales; Revenue per Sale; Lead-to-Sale Conversion Rate; Marketing Cost Per Sale; Return on Marketing Investment

Executive Dashboard

● Top-to-bottom funnel management for executive reporting

Page 16: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Discovery

Step 7 - Optimization: Determine What’s Working/What’s Not; Update Lead Scoring Model

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Analysis

Planning

Creation

Execution

Measurement

Optimization

Determine What’s Working/What’s Not

Update Lead Scoring Model

Determine What’s Working/What’s Not

● Continuous testing

● Identify conversion rates at specific points in the sales funnel that need improvement

● Revise or create new:

○ Campaigns

○ Content

○ Emails/web pages/landing pages

Update Lead Scoring Model

● Determine if additional criteria - or modifying criteria weights - will result in more sales at higher conversion rates

Page 17: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Six campaigns cover the lifecycle of a lead

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Lead Gen

Lead Nurture

Onboarding

Offboarding

Retention

Winback

Page 18: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Six campaigns cover the lifecycle of a lead: Lead Gen

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Lead Gen

Inquiries and Leads are captured using SEO and Online Advertising to promote Top-of-Funnel, “open” content targeted at prospects who are in the Discovery phase of the Buyers’ Journey

Page 19: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Six campaigns cover the lifecycle of a lead: Lead Nurture

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Lead Nurture

Leads not ready to purchase - in the Consideration or Decision phase of the Buyers’ Journey - are nurtured with Mid-Funnel, “closed” content such as webinars and case studies.

Page 20: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved 20

Onboarding

Six campaigns cover the lifecycle of a lead: Onboarding

A campaign dedicated to helping new customers activate their purchase with a minimum of confusion and frustration.

Examples include “Quick Start” guides, “Pro Tips”, and short videos addressing topics or questions frequently raised by new customers.

Page 21: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Six campaigns cover the lifecycle of a lead: Retention

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Retention

Fortifying the brand relationship by helping customers get the most from their purchase, while inoculating them from competitive overtures.

Example: a quarterly eNewsletter featuring testimonials and case studies from customers who have realized meaningful benefits, or who have found innovative uses for the product.

Page 22: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Six campaigns cover the lifecycle of a lead: Offboarding

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Offboarding

A campaign dedicated to helping exiting customers transition to a new vendor with a minimum of dislocation or downtime.

In addition to reinforcing a positive brand image, it explicitly “leaves the door open” to reconsidering the decision if the new vendor fumbles the transition.

Page 23: Inbound Marketing Blueprint

© 2015 Pilot Marketing Strategy, LLC - All Rights Reserved

Six campaigns cover the lifecycle of a lead: Winback

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Winback

Periodic contacts to maintain relationship with ex-customers who may regret decision to leave for another vendor, and be open to reconsidering.

Example: a series of emails with information on new features, new pricing, success stories, etc..