How to create an inbound marketing engine

Editor's Notes

• #2: HarveyDavid is a specialist INBOUND MARKETING agency based on Queen Square. This evening we’re talking about MA and how it can work with Salesforce. However, as I only have 15 minutes I don’t want to get technical!!!! Instead I’m going to share with you what we know about Marketing Automation and how it can be used in conjunction with an INBOUND MARKETING STRATEGY, alongside your existing CRM.
• #3: So, here’s an interesting stat! 85%! Why is this? Because MA is just a tool. To be effective it requires a INBOUND STRATEGY closely aligned to CONTENT that addresses the buyer needs and expectations across all phases of the buying process. Furthermore, marketers are just beginning to enhance their understanding of how data can fuel the delivery of meaningful interactions and MA provides the means to capture and manage this process. So, before you invest in MA what do you need to consider your current STRATEGY and CONTENT.
• #4: So, hands up who has a CRM tool? And who is responsible for Marketing? Now, out of you marketers, who is conducting Inbound Marketing? CRM does plays a key role in the day-to-day operations of your organisation. BUT, its not able to give Inbound marketers the specialist requirements they need now! - A single view of every interaction a prospect or client has with your organisation The stitching together of all your desperate marketing solutions and tools into one interface Intelligent and dynamic response management
• #5: Your challenge = attract new customers in order to grow your organisation More responsible for QUALIFIED leads – not just leads! Finding a pipeline of new, qualified leads is hard. First need to ATTRACT new prospects STAT: “67% of B2B buyers rely more on content to research and make purchasing decisions than they did a year ago” Then you need to NURTURE leads to obtain qualification. That means gaining more purchasing information, insight and interest in order to move them down the engagement funnel and become a marketing qualified opportunity. And if you’ve done your job correctly this will accelerate the ability of sales to CONVERT leads into paying customers. You need an INBOUND MARKETING ENGINE. But why is INBOUND so important and the best way to find new customers?
• #6: Because the rules of engagement have changed. Since early 2000 the WWW and TECHNOLOGY has re-engineered how customers buy. We’re now part of a global marketplace, with access to information and the ability to both use and hide behind technology means that our customers behaviors have changed significantly. This has meant that traditional marketing methods have become OBSOLETE. Furthermore, sales orientated new business is also declining in effectiveness due to the use of intervention technology, privacy rules and call screening. So, for many businesses the existing pipeline of new business is drying up and in many cases marketing hasn’t evolved its approach to keep pace. The result: Not being able to see nor engage our audiences An inability to talk to them easily (cost prohibitive or just not possible) Not being available at the right time Marketing needs to modernize – it need AUTOMATED INBOUND MARKETING
• #7: SO HOW DOES YOUR ORGANSATION PERFORM CURRENTLY – ARE YOU DEPLOYING EFFECTIVE INBOUND MARKETING? WHAT’S THE FUTURE JOURNEY? The correlation between marketing content and the tools / processes to support inbound marketing engagement are essential. To be effective you need the right content delivered via the right tools and infrastructure to deliver and scale. The lead pipeline will accelerate as you implement and mature on the journey. To start your journey you need to create an effective process in your organisation……
• #8: There are four key elements to creating an inbound lead engine for your organisation: Firstly data intelligence is a vital component in the make-up of inbound lead generation. Without a coherent and clear process for capturing, recording, managing and moving data across your organisation it will not be possible to market and nurture effectively. Secondly organisation need to listening and better understanding the needs and expectations of the buyer. Just like a good sales person! Marketing needs to learn the PSYCHOLOGY of buyers. Questioning, listening, gathering information and understanding – making sure their content and dialogue is relevant. Their INTERNAL NARRATIVE Thirdly there’s a big requirement to create and share great content. Without relevant and informative content which can be easily found or served to an audience its not possible to attract and nurture prospects. Lastly its about selecting the right innovative marketing technology and deploying it correctly. Selecting the right automation tool and getting it to work together with your CRM and Data Management Platform is essential for future success.
• #10: Big data is driving all aspects of marketing. Whether it be first, second or third party data its essential your organisation has a process and method for capturing, analyzing, segmenting and sharing it across your marketing tools. Without the proper data management and hygiene in place your marketing operations will suffer (and not scale) because it’s nearly impossible to meaningfully segment and refine your prospects . A Response Management Protocol or Data Management Platform provides the ability to collect and match data via a user identity – usually an email address – and with consistent form data capture processes. The ability to match identities from different devices and data sources to limit overlap and redundancy will enhance insight driven communications. Once you have the means and ability to manage data effectively this can be used to enhance and learn more about your prospect audience, feeding into activities such as prospect profiling, lead scoring and propensity modeling.
• #11: ‘Meaningful marketing is centered on the customer’ - When thinking about content to engage your customer consider the process through their eyes! Think about the psychology of the buyer - THE BUYER PSYCHOLOGY Set aside the obvious and think about the softer, more emotive drivers……NARRATIVES! What’s motivating them? What REAL need do they have? Do they have any prerequisites or expectations? Then consider their internal narrative…. What fears might they have (need to make a safe decision, FOMO, cost prohibitive etc.) (E.G> TENT) The better refined you are at this stage the more relevance your communications will have. Also, consider, to engage with customers in a meaningful way, you must develop tactics to address and align messaging across all digital channels.
• #12: So, what makes great content? We know relevance to the audience is essential – if it isn’t relevant their their circumstances they are less likely to engage. Use story to shape your content – WHY? Because stories are emotional. And how do you create stories – I’ll tell you now…. Always include a next action or actions – lead the prospect on their journey by showing them the next step/s. The more clarity and advice provided the happier the prospect will be to follow.
• #13: Stories are the most powerful thought structure for buyer decision-making. THE 5WS: Who, what, when, where, why THE 4PS: Princes, purses, places & pets THE 3 ACTS: Act 1 (problem or Obstacle), Act 2 (Conflict or Struggle), Act 3 (Resolve or Legacy) THE 2 STATES: 2 States (Happy / Sad), (positive / negative) flip! HOW TO CREATE 1 KILLER HEADLINE
• #18: Once everything else is in place you are in a better position to deploy automation. Remember: INBOUND MARKETING relies on all aspects of inbound marketing and not just the MARKETING AUTOMATION TOOL! MA is the delivery platform and mechanism to bring everything together. Done right the benefits are impressive; Brings all you disparate marketing channels & technology together The ability to design and run sophisticated campaigns. - Measure results, report on ROI and forecast marketing performance - Automate tasks and reduce repetition Maintain all prospects in a nurture process Gather data and create leads - Lead score and categories prospects for sales to close. There are options: You could use a normal email solution in the early stages to ‘GROWTH HACK’ your approach before investing into an expensive tool.
• #20: GET YOUR INBOUND MARKETING TACTICS RIGHT AND THE RESULTS SPEAK FOR THEMSELVES. A pipeline of qualified leads appearing in your Salesforce Lead View – with Lead Scores attached. Listed in order of lead score! Most likely to buy first! Your sales team will love you!!!!