|Source: HubSpot presentation. The more content there is, the more lead generation there is.|
The old playbook for attracting customers is broken, proclaims Ryan Bonnici, Director of Marketing - Asia Pacific & Japan, HubSpot. Speaking at the opening of the HubSpot Singapore office, which is also the Asia Pacific headquarters for the company, Bonnici explained why inbound marketing works better than outbound marketing.
In the past, marketing consisted of advertisers bombarding customers with ads and pamphlets. Customers have more control. In a world filled with ad blockers, Netflix and lookalikes which come without ads, plus the ability to compare prices across different shops, they are not opening direct mail, unsubscribing from email alerts, and opting out of telemarketing, Bonnici said. The truth is that 83% of consumers skip TV ads, 91% unsubscribe from email, 20% of direct mail is never opened, and 48% have placed themselves on 'do not call' lists, out of reach of telemarketers, he said.
|Source: HubSpot presentation. Proving ROI in marketing is difficult.|
Bonnici added that marketers are just alienating customers with many of the digital marketing tools at their disposal, which include interruptive popup ads, and videos that "play really large".
The new way of marketing has to do with attracting attention by doing something that people want, and the answer has to do with quality content: a blog for example, plus photos, videos, and infographics to adds colour to the blog and makes it shareable, Bonnici said, pointing out that HubSpot's website attracts 6 million readers. At the advanced stage, e-books, presentations, and other digital content can be offered.
There are other ways to offer what people want, Bonnici added, introducing the website.grader.com website, which harvests website links and email addresses before evaluating a website on what it needs to improve on.
"It's a good example of a free B2B tool (that) generates interest," he said. "Convert leads with interactive content, then close customers with automation."
Other creative examples are websites which sell property, and which can intelligently suggest properties in the same location and price range as the one which is being viewed; and the L'Oréal Makeup Genius app, billed as a virtual makeup tester.
"The more content you create online, the more customer leads you generate," he said.
As proofpoints, Bonnici introduced Tradegecko, an inventory management software provider, which used HubSpot and benefited from over 100% growth in organic leads and web conversions since using the platform. The company also gained operational efficiencies with marketing from the ease-of-use.
Happy Marketer, an Internet marketing specialist and another HubSpot customer, built their own lead generation system on the inbound boosted client model. They boosted client Fastacash’s qualified leads by 1,040% in one month, and also increased NTU’s EMBA programme leads by 247%.