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The 4 Simple (But Unusual) Marketing Strategies That Transformed - - PowerPoint PPT Presentation
The 4 Simple (But Unusual) Marketing Strategies That Transformed - - PowerPoint PPT Presentation
The 4 Simple (But Unusual) Marketing Strategies That Transformed HubSpots Growth Hi, Im Kipp CMO at HubSpot Break-throughs If you don't have a few "Wait! we're doing it all wrong!" moments in your career, you're, well...
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Break-throughs
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If you don't have a few "Wait! we're doing it all wrong!" moments in your career, you're, well... you're doing it all wrong.
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Marketing moves fast. But the half-life of outdated practices is loooooooooong.
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Shift 1
Old is the New New.
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Short On Leads? Traffic Low?
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Got a Growth Problem?
Traffic Low? Short on leads?
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- ultricies. Quisque faucibus, ligula et imperdiet suscipit,
risus purus dapibus orci, et eleifend justo augue quis elit. Sed eleifend massa nunc, at vehicula turpis interdum ut. Maecenas feugiat imperdiet libero sit amet consequat. Pellentesque mollis tellus dictum risus aliquet, non aliquet felis egestas. Aliquam nisl ipsum, efficitur at vulputate vel, blandit sed metus. Ut malesuada suscipit justo, non consequat magna elementum quis. Pellentesque feugiat faucibus est, facilisis congue sapien bibendum et.Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin tristique risus leo, in elementum arcu laoreet a. Ut venenatis sem sit amet augue fermentum mollis. Nullam in dui porta, varius elit sed, accumsan purus. Cras vel sollicitudin velit, vitae laoreet odio. Aenean eleifend a nisl ut tincidunt. Sed scelerisque neque sed turpis ultrices
- ultricies. Quisque faucibus, ligula et imperdiet suscipit,
risus purus dapibus orci, et eleifend justo augue quis elit. Sed eleifend massa nunc, at vehicula turpis interdum ut. Maecenas feugiat imperdiet libero sit amet consequat. Pellentesque mollis tellus dictum risus aliquet, non aliquet felis egestas. Aliquam nisl ipsum, efficitur at vulputate vel, blandit sed metus. Ut malesuada suscipit justo, non consequat magna elementum quis. Pellentesque feugiat faucibus est, facilisis congue sapien bibendum et.
Put a blog on it.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin tristique risus leo, in elementum arcu laoreet a. Ut venenatis sem sit amet augue fermentum mollis. Nullam in dui porta, varius elit sed, accumsan purus. Cras vel sollicitudin velit, vitae laoreet odio. Aenean eleifend a nisl ut tincidunt. Sed scelerisque neque sed turpis ultrices
- ultricies. Quisque faucibus, ligula et imperdiet suscipit,
risus purus dapibus orci, et eleifend justo augue quis elit. Sed eleifend massa nunc, at vehicula turpis interdum ut. Maecenas feugiat imperdiet libero sit amet consequat. Pellentesque mollis tellus dictum risus aliquet, non aliquet felis egestas. Aliquam nisl ipsum, efficitur at vulputate vel, blandit sed metus. Ut malesuada suscipit justo, non consequat magna elementum quis. Pellentesque feugiat faucibus est, facilisis congue sapien bibendum et.Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin tristique risus leo, in elementum arcu laoreet a. Ut venenatis sem sit amet augue fermentum mollis. Nullam in dui porta, varius elit sed, accumsan purus. Cras vel sollicitudin velit, vitae laoreet odio. Aenean eleifend a nisl ut tincidunt. Sed scelerisque neque sed turpis ultrices
- ultricies. Quisque faucibus, ligula et imperdiet suscipit,
risus purus dapibus orci, et eleifend justo augue quis elit. Sed eleifend massa nunc, at vehicula turpis interdum ut. Maecenas feugiat imperdiet libero sit amet consequat. Pellentesque mollis tellus dictum risus aliquet, non aliquet felis egestas. Aliquam nisl ipsum, efficitur at vulputate vel, blandit sed metus. Ut malesuada suscipit justo, non consequat magna elementum quis. Pellentesque feugiat faucibus est, facilisis congue sapien bibendum et.
Put a blog on it.
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Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 - 4 monthly posts.
2015 Data - 3500 companies
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“Hey, has anyone ever noticed that 92% of our leads and 75% of our traffic in a given month are from posts published prior to that month?”
- Pam Vaughan
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Pam Vaughan
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If 92% of our leads come from old content…
Why the %$@# are100%
- f our content creators
focused on new stuff?!
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We more than doubled the number of monthly leads generated by the old posts we've optimized. We increased the number of monthly organic search views
- f old posts we've optimized
by an average of 106%.
2X
106%
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More views with less content
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Shift 2
It’s the structure, silly.
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XKCD – modified under Creative Commons Attribution-NonCommercial 2.5 License.
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Bigger Fixes
- Merged the SEO and blog team
- Restructured the blog around a pillar/cluster model
- Captured snippets all day long
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SEO Editors Update vs. New Suggested Title & H2 Suggested URL Suggested Snippet Style Writers Editorial Guardrails Research Writing Editing
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Identify Broad Topics Consolidate Content Cluster Related Posts Clean Out Internal Links
Remove all internal links except those that link to the pillar. We had 15 posts about how managers can encourage social selling. MSV – 15000 or above on topics that matter to our organization. Link keyword back to the pillar posts.
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Capture the Snippet
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A Snippet Ate My Traffic
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How to Capture Snippets
STEP 1
Use SEMRush to identify keywords with a featured snippet
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How to Capture Snippets
STEP 2
Add the question and answer required for the snippet to your content
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- Keep your paragraph to less than 50
words, or list less than 7 bullets.
- Include the search term within the
answer where possible.
- If you are optimizing for multiple
snippets, add additional Featured Snippet Modules throughout your content.
- Ensure the content’s code is clean.
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CTR to our website for high volume keywords increased by more than 114%, even when we ranked #1
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Shift 3
We found out our customers are better at marketing than us.
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This is the classic marketing and sales funnel.
Marketing Sales
Customers
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“Yes, hello. We’re still on hold”
Marketing Sales
Customers
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Source: HubSpot Research
Word of mouth (friends, social media) referrals Customer references Media articles Vendor-authored materials (eBooks, blog posts, whitepapers, case studies Analyst reports/ recommendations (Gartner, Forrester) Crowdsourced review sites (Quora, G2 Crowd, TrustRadius) Salesperson 55% 46% 38% 38% 34% 27% 22%
Businesses report that word-of-mouth is their single best source of referrals.
What sources of information do you rely on when making purchase decisions for business software? 77% of consumers have shared positive experiences
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In fact, 60% of people trust what customers say when making a purchase while only 35% trust companies.
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Did you catch that? Your customers have almost double the amount of power you do.
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It’s not just about WOM. It’s also about SEO.
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Marketing Sales
Customers
S e r v i c e M a r k e t i n g S a l e s
Customers
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The Customer Code
EARN MY ATTENTION, DON’T STEAL IT. TREAT ME LIKE A PERSON, NOT A PERSONA. SOLVE FOR MY SUCCESS, NOT YOUR SYSTEMS. USE MY DATA, BUT DON'T ABUSE IT. ASK FOR FEEDBACK, AND ACT ON IT, OWN YOUR SCREW-UPS. I DON'T MIND PAYING, BUT I DO MIND BEING PLAYED. DON’T BLOCK THE EXIT. HELP ME HELP YOU, BY HELPING MYSELF.
#1 #2 #3 #4 #5 #6 #7 #8 #9
DO THE RIGHT THING, EVEN WHEN IT’S HARD.
#10
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Number of Reviews of HubSpot
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Shift 4
Sometimes you just gotta rebuild the spaceship mid-galaxy.
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“The Way People Shop and Buy Has Changed.”
- — HubSpot in 2006
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“The Way People Shop and Buy Keeps Changing.”
- — HubSpot in 2014
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2006
Interruptive Marketing Tactics
2014
Drawn-out Sales Process
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Changing our Go-to-Market
Marketing and Sales Driven Leads (MQL) Product-Driven Leads (PQLs)
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The Same Resources New Product-Driven GTM
+
Existing Inside Sales GTM
(yikes)
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Test the heck out of the new go-to- market until it’s predictable
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Ingredients for anything new:
- Small Team
- Heavy Experimentation
- Predictable Results
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Hand-raise PQL CTAs within the free product for paid features. Usage PQL Triggered a call to action based on product usage Upgrade PQL Grayed out features only available to paid users
Different PQLs = Different Results
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But this is not a lesson about conversion rates.
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It’s a lesson about learning to pivot as a scale-up.
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Make the existing go-to-market better.
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Increase in self-service purchases
- f HubSpot in the past two years
while growing the inside sales model
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If you find yourself in need
- f a new spaceship….
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So, there you have it. You get blocked. You break through. You become better.
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