With each of our clients, we bring the same level of creative energy and attention to detail.
Inbound Scaling will develop and deploy a strategic inbound marketing system focused on driving business value for your company. The program focuses on attracting visitors, converting visitors into leads, closing leads into customers, and reducing customer churn (or increasing lifetime value).
We shall work with you to execute an inbound marketing game plan that seeks to drive value for your company aimed at improving performance across the complete visitor journey: Attract, Convert, Close and Delight.
Ultimately, Inbound Scaling will become a trusted partner and an extension of the company team, operating as a marketing infrastructure in a variety of perspectives to help your company achieve its overall business objectives.
Inbound Methodology is comprised of four distinct phases. Our strategy at any given point in time will focus on the phase that we collaboratively determine will be of the highest impact.
Inbound Scaling Ltd will build your CRM and website into a unified sales, marketing, operations and client services system in a manner that seeks to integrate the basic tenets of lean/agile development. By doing so, Inbound Scaling Ltd will minimise many of the risks inherent to the traditional implementation process and treat your company's inbound system as an iterative, continuously evolving marketing platform.
The setup phase will involve four concurrent workflows, loosely organised into the following silos:
Strategy – personas, campaign plan, content map, workflows, lead scoring, etc.
Design – landing pages, screen layouts, collateral layout, email templates, etc.
Content – collateral assets, emails, pages, social posts, etc.
Tech – landing pages, list setup, platform integrations, CRM and website integration, etc.
The project will commence with an examination of:
Goals & Personas –
What is your company trying to achieve? What impact is your company system trying to make on the business and why is it important? Who are the people that are coming to the website and who are the people that your company is interacting with?
Website & Analytics Audit –
Quantitative analysis of company analytics data (as relevant) to determine how the audience is currently interacting with your website. Where are visitors dropping off of the funnel? What areas of the site seem to resonate? Where are current users of the current site having points of pain?
User Experience Research –
Ask questions of representative personas to help inform the perspective of what sort of website content will be most effective.
Fundamental Assumptions –
Pursuant to the above exercises, certain baseline assumptions can be made about: value propositions; why visitors are coming to the system; where they’re coming from; what the points of pain are.
Global & Page Strategy –
These fundamental assumptions become the foundation for global and page-by-page-based strategies.
Brainstorm Wishlist –
coming out of the research phase, with an understanding of personas/ goals/etc., and having formulated strategies at both the micro and macro levels, the Inbound Scaling Ltd and company teams should be able to formulate a comprehensive wish list of ideas and specifications around website pages, CRM sections and features, etc. for inclusion in the ideal system. Many of these wish list ideas will already be present in the RFP document, but more will be identified and discovered throughout this Strategy process.
Growth Drive Design (GDD)
Whereas traditional approaches to CRM and website development would involve a long development cycle every few years, Inbound Scaling Ltd proposes an innovative new approach called Growth Driven Design (GDD). GDD is adaptive and cuts development time by using user data instead of just assumptions for validating and designing a roadmap for continual improvement.
GDD was originally created for website development but can be applied to any user-driven system.
GDD embraces agile methodologies and focuses on developing a data-driven system that is constructed with adaptability and flexibility in mind.
One of the principal tenets behind this approach hinges on mitigating the risk associated with designing a non-data-driven system that leverages popular trends and that leverages decisions that are, ultimately, based on unproven assumptions and hypotheses.
In many cases, decisions are made based on popular trends without any real visibility into what the impact of those decisions will be. It is not until post-launch that an analysis of results occurs, and at this stage, it is oftentimes too late to bring a project back to the drawing board as an iterative, continuously evolving marketing and sales platform.
GDD IS BASED ON 3 CENTRAL PILLARS
Minimise risk – let the data dictate ongoing design decisions
Continuously learn and improve – Business management systems are not static and design can be dynamic based on data
Inform marketing and sales – take findings from the design process and leverage them within marketing + sales initiatives
The result is a business system that is continuously evolving and built in stages according to assumptions that are validated or invalidated based on data, and where features are rolled out in a manner that both inform and are informed by experiences and learnings from the marketing and sales teams.
This approach increases the potential impact your business system can have on business objectives, and minimises the risk inherent to change.
Once the brainstorming session has been completed, and a full inventory of desired functional and feature inclusions has been identified, Inbound Scaling Ltd will perform an 80/20 analysis (e.g., “What are the 20% of items that will make 80% of the business impact?”) on that inventory of wish list items.
These items will be set aside and then prioritised to identify the items that are mission-critical. These wish list features will be identified for inclusion in the sprint toward a launchpad system.
At this point, the first sprint cycle will commence towards the completion of the launch pad system and will follow this basic workflow:
During the development cycle for the launch pad system, efforts will be made to identify the data collection methods required for the validation of our fundamental assumptions.
The underlying goal of the launch pad system is to get started quickly in order to start making data-driven improvements instead of just relying on new trends or assumptions.
GROWTH DRIVEN DESIGN
Once the system is live, attention will be turned to the remaining wish list items. Wishlist items will generally fall into one of four top-level categories:
The inventory of wish list action items will be evaluated in light of basic hypothesis statements to determine the order by which the items will be deployed to the business management system.
The hypothesis statement will identify the (a) persona and (b) page being impacted as well as the (c) status quo/control variable versus the (d) new variable being introduced.
Finally, it will (e) suggest the expected impact and (f) the reasons fueling those expectations.
Once the launch pad system has been completed, attention will be turned to the remaining wish list items. Wishlist items will generally fall into one of four top-level categories:
. Expected impact
. Required effort
. Impacted metrics (for measurement)
. Definition of completion (to measure impact definitively)
All open wish list items receive this treatment. Once all wish list action items have been identified and hypothesis statements have been written, they will be prioritised according to their presumed impact:
Wishlist items are then evaluated for inclusion in monthly sprint cycles. These sprint cycles are user-centric and seek to continuously increase the effectiveness of the system from the perspective of the prospective customer. Cycles commence with a planning phase, where the wish list items for inclusion in that cycle are identified from the inventory of outstanding wish list action items. The development phase commences on the current sprint’s wish list items. Data is aggregated from the completed work activities to inform a learning phase whereby the hypothesis statements are either validated or invalidated. Lastly, the Transfer phase communicates learnings to stakeholders on the marketing and sales teams to help improve overall processes and approach.
Each sprint cycle contains steps to plan, develop, learn and transfer strategies.
. Performance of control sample vs. goals sought by variation
. Additional data or research as needed
. Brainstorm + update wish list
. Impact, effort, metrics, completion
. Prioritise sprint cycle
. Implement sprint activities
. Collaborate on completing tasks
. Setup validation tracking
. Develop marketing campaigns to drive users to the changes that have been made.
. Run experiment
. Review data
. Validate or invalidate assumptions
. Report on learnings
. Transfer what was learned to improve marketing and sales
. Create recommendations
. Educate other teams
Contact us today for more information.