Transcript At the Anca Group, we guide new and existing

Partner Success Workshop:
Inbound Marketing Journey
& Customer Persona Development
Ashley L. Libby, PT, MBA
Brand & Marketing Strategist
Principal & Founder
@TheAncaGroup
At the Anca Group, we guide new and
existing organizations to
GROW, EVOLVE, ADVANCE, ADAPT,
OVERCOME, and THRIVE
by developing and delivering brand identities,
marketing plans, and business strategies
that drive relationships, results, and profits.
HubSpot = Investment / Future
Clients
Anca
Prospects
Maximize Inbound Opportunity
Learn | Absorb
• Partnered with my Inbound Marketing
Consultant*
• Joined Office Hours each week*
• Attended Inbound Marketing Workshop Series*
• Consulted my Channel Account Manager*
• Joined Partner Success Workshops*
• Utilized HubSpot community resources and offers
* THANK YOU, Tim Dearlove, Patrick Shea, Mark Kilens, Brian Signorelli, and Nick Sal!
Create Original, Unique Content
Brand It!
My Struggle

How do I make inbound marketing
more personal? How do I speak
directly to my customers?
My Answer

Customer (Marketing) Personas
- Mark Kilens’ Persona Workshop Series -
(Blank Slate)
Small Business Owner Ryan
What do I need to know /
remember about Small
Business Owner Ryan?
• Position
• Company Info
• Education & Experience
• Demographic & Day-toDay Info
• Learning New Info
• Publications & Blogs
• Biggest Problems &
Challenges
• Needs
Develop It
Use It
Results!
• Objective
– Increased website traffic
– Grown social media presence and visibility
– Taken on first HS customer
• Subjective
– Boosted confidence
– Better resource to current customers
– Feel more connected to potential customers
Takeaways
1. Be(come) a sponge
2. Know your customers and develop unique
content just for them
3. Appreciate the inbound process,
journey, and evolution
What’s Next
1. Continue to learn and practice the art and
science of inbound marketing
2. Bring on more customers in area of expertise
3. Convert current customer to HubSpot where
and when appropriate
Thank You | Please Contact Me
1. Learning – Content Creation & Personas
2. Branding – Mission, Vision & Values
3. Networking – Agency Relationships
Let’s Connect
Twitter: @TheAncaGroup
LinkedIn: Ashley L Libby
Facebook: /TheAncaGroup