June 15, 2011

Grow with Inbound Marketing: Spend 60% Less on Leads for

Customer Acquisition

Kirsten Knipp Director, Product Evangelism, HubSpot

@kirstenpetra

The Bad News

Traditional Marketing Is Hard

800-555-1234

Annoying

Salesperson

The Good News…

Inbound Marketing: Get Found using Google,

Social Media and Blogs

Top 5 Web Marketing

Book on Amazon

InboundBook.com

The Market Is Here Now

The Great News…

Source: State of Inbound Marketing 2011

Here‟s Why

Ask yourself …

Am I regularly creating remarkable content?

Am I optimizing my content for

search and social media?

Am I promoting my content via all channels,

including social media?

Am I converting as many visitors into

leads and sales as I can?

Am I analyzing the results to improve my marketing?

Stop thinking like a marketer or advertiser.

Start thinking part publisher, socializer & scientist.

Get Found

Convert

Getting Found

Create

Optimize

Promote

Know your Audience

Define your „Persona‟

•What are their goals and aspirations?

•What motivates and inspires them?

•What are their problems/pains/obstacles?

•How do they consume information (on- and offline)?

•What/who influences their buying decisions?

•What's important to them?

19

Draw People Down the Funnel

20

SUSPECT: Just Browsing, Attract Me

PROSPECT: Learning More

LEAD: Interested

Nurture & Engage

1) Different depth & value of content at each stage

2) Different willingness to share personal data at each stage

Content for Suspects

Just Browsing, Attract Me …

Draw them in with optimized & FREE content

• Blog Posts

• Short Videos

• Fun Testimonials

• Any Short Form Content

• Other

21

Content for Prospects

I’m Learning More, Help me Research?

Give mid-weight content, for the price of „staying in touch‟

Get an email address …

• Tips

• Checklists

• Curated list of „best blogs‟

• Low touch tools (graders)

• Contests

• Other

22

Content for Leads

Interested, Help Solve my Problem …

Remarkable content or offers, in return for details (full form)

• eBooks & White Papers

• Webinars

• 30-Minute assessments

• Free Trials

• Demo Request / RFP

• Other

23

Publish Everything

• Blog

• Podcast

• Videos

• Photos

• Presentations

• eBooks

• Webinars

• News Releases

Grow Traffic with Remarkable Content

• Blogging Attracts More Visitors

Source: Data from over 1,500 businesses - http://hub.tm/BlogROI

46% of companies who blog have gotten revenue because of their blog.

More Content = More Leads & Sales

• Blog More to Increase Results

Source: HubSpot State of Inbound Marketing 2011

Getting Found

Create

Optimize

Promote

Two Sides of Optimization

On-Page Off-Page

How Google Weighs Optimization

Off-page optimization is critical

On

Page

(25%)

Off

Page

(75%)

How Do You Get Links?

Create content worth linking to …

Blogging Attracts Inbound Links

Source: Data from over 1,500 businesses - http://hub.tm/BlogROI

Where is Search Headed?

Where Everyone Else is Going

SEO in 2011 & Beyond

On-Page Off-Page Social Graph

UK Social Spend Doubling Annually

Getting Found

Create

Optimize

Promote

Listen & Engage

• Social Media Monitoring …

• Twitter

• Facebook Discussions

• LinkedIn Answers

• What’s relevant in your country or industry?

Build Networks, Share Content of Value

What Gets Shared?

Rarely

Shared

Frequently

Shared

• Product info

• Free trials

• Software documentation

• New data

• Funny videos

• Top-notch posts

Content is King Across Channels

“More brands are trying to work out how to drive

their social strategies … research shows the

complementary roles the two sites [Facebook &

YouTube] can take.

Key findings are that brands advertising on

YouTube and Facebook benefit from the attributes

of each, while content is the driving force for

whether users share or ‘like’ a brand.”

-Bruce Daisley, UK Head of YouTube & Google Display

Content & Social for Every Industry

Make Sharing Easy

$

Tweet

Orchestra uses 10 FREE business tools to run our

business. Check it out: http://bit.ly/8Wrel

Blog Post

Email from

Website Form

...we have a free tool, can you mention our

website and product?...

Joint effort

discussion

We’ll mention you, you mention us

Partner

Links Mention in

Newsletter

Unique Hubspot tokenized URL

Traffic to

Orchestra.com Web Lead

via CTA

Lead Source: Newsletter via Hubspot Token

How Can Sharing Deliver Leads?

Courtesy of

HubSpot Customer:

Social Media Drives Sales

Source: State of Inbound Marketing 2011

Get Found

Convert

47

48

Recognize This?

49

Give them Direction

700+ Landing Pages

Home Page Content Pages

Keep in Touch with Content & Offers

Help your Sales Team Connect

Get Found

Convert

Become a Marketing Scientist

Recognition | Industry Websites

Recognition | Industry Leaders

Web 2.0 Penetration

Courtesy of

HubSpot Customer:

Qualitative: Blog & Brand-Social Reach

Thought Leadership Status

Courtesy of

HubSpot Customer:

Quantitative: Overall Reach

Courtesy of

HubSpot Customer:

Measure Sources of Traffic, Leads & Sales

Invest More in What Works … Inbound

Channels Gaining Importance: 2009 v. 2011

Final Thoughts (Then Workshop!)

Traditional Sales

Inbound Sales & Marketing

Can You Put the Pieces Together?

d.j.k. on flickr

HubSpot Puts the Pieces Together

Workshop: Let’s Go Inbound …

Developing a Content Plan for Your Funnel

66

SUSPECT: Just Browsing, Attract Me

PROSPECT: Learning More

LEAD: Interested

Nurture & Engage

1) Different depth & value of content at each stage

2) Different willingness to share personal data at each stage

Inbound Workshop – Use Handout

1. Form Group & Pick Company

2. Develop Persona & Content Strategy

3. Create Content Idea Backlog

1. Suspect – think blog topics

2. Prospect – think checklists, tutorials

3. Lead – think eBook, assessment, trial

4. Discuss Next Steps

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Questions Before

We Begin?

Form Groups & Volunteer or Pick Someone

Form Groups &

Find or Pick a

Volunteer

Additional Resources

• Read “Inbound Marketing” Book

www.InboundBook.com

• Grade your website:

www.WebsiteGrader.com

• Try HubSpot for Free:

www.hubspot.com/free-trial-uk

• Check out more free resources:

www.HubSpot.com/marketing-hubs

Contact Kirsten Knipp:

•1-888-HubSpot

•www.Twitter.com/kirstenpetra

•www.LinkedIn.com/in/kirstenpetra

•Company: www.HubSpot.com

•Blog: blog.HubSpot.com

•Free Tool: www.WebsiteGrader.com

Thank you!