As part of my Epic Win talk at the Going for Growth networking event, I spoke with Lisa Toner from HubSpot on which marketing channels worked best for their MakeMyPersona Campaign.
Your organisation in 140 characters
HubSpot is an inbound marketing software company that provides valuable and educational content that helps marketers become more effective (that’s 138, close!)
How did you come up with the idea
Buyer personas is the first step in getting started with inbound marketing but it’s a step that many people skip in order to do more fun and sexy marketing activities. I wanted to try and remove some of the friction for marketers by making it quicker and easier to create their personas.
What was the intended outcome and did you meet it?
The goal of creating the persona tool was to generate new subscribers for HubSpot and then convert them into leads. We surpassed the goal we set within the first week.
What channels (Twitter, Facebook, Email, word of mouth etc) did you promote the videos on? And which worked best?
We promoted the tool via email, social, blog, guest posts, and communities like inbound.org. Out top sources of traffic to the tool were: Email (23%), Direct: 20%, HubSpot blog (18%), LinkedIn (13%), Referral (6%), Twitter (3.5%), Organic.
Have you seen an increase in website visitors, followers, likes?
Yes, we used an exit-intent pop-up which drove traffic back to the HubSpot site to a relevant landing page which has generated over 1,000 conversions on that page.
Any unintended consequences?
Our sales team told us that a lead using that tool was more valuable to them for having meaningful conversations than if the lead had requested a demo or trial.
What have you learnt from the campaign?
On the next round I would think about how to integrate it more tightly with our product and show that off a little more.
What’s next?
We are translating it into 3 languages; spanish, german and portuguese.
Go ahead and make your own persona at www.makemypersona.com.
Follow @hubspot on Twitter or find out more on their website www.hubspot.com.
