Integrating

Inbound Marketing

Phil Mark | pmark@hubspot.com | 857.829.5731

Agenda

Datto Intro

Reasons for Inbound

Convert Visitors into Leads

Analyze

1

2

3

4 4

5

Get Found

1. Time

2. Attracting New Leads

3. Understanding Web Marketing

Your list expires at 25% a year…

44% of direct mail is never opened

86% skip TV commercials

91% unsubscribe from emails

200million say “Do Not Call”

The way buyers discover & research

products has fundamentally changed

6 SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

of adult Americans use the Internet. 79%

78% of Internet users conduct product research online.

SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

We need to stop interrupting what

people are interested in &

be what people are interested in.”

8

CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)

Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising.

Inbound marketing in a nutshell.

Get Found 1

11 SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007

2. Off-Page

SEO – 75%

SEO Basics

1. On-Page

SEO – 25%

Top of the Funnel

Non-Branded, Non-Jargon

75% of Website Traffic

Middle of the Funnel

Jargon Keywords

22% of Website Traffic

Bottom

Branded

2-3%

What They Are Looking For

Specific Information on

your brand

Broader Information on

the industry or category

General Information on

the products, services &

solutions in the category

Top of the Funnel

Non-Branded, Non-Jargon

75% of Website Traffic

Middle of the Funnel

Jargon Keywords

22% of Website Traffic

Bottom

Branded

2-3%

What They Are Looking For

• Compare

• Versus

• Comparison

• Pros & Cons

• Troubleshoot

• Issue

• Resolve

• Risks

• Improve

• Solution

• Provider

• Tool

• Device

• Hardware

15

5 Rules For On-Page SEO

1. URL

2. Title Tag

3. Header Tags

4. Body Copy

5. Image Tags and Filenames

Your Customers are Online…

2. Off-Page

SEO – 75%

SEO Basics

1. On-Page

SEO – 25%

SOURCE: EMARKETER, AUGUST 2010

More than half of all Internet users read blogs at least monthly.

57% of businesses have acquired a customer through their company blog.

SOURCE: HUBSPOT, 2011

5 Tips For Blog Content

1. Answer Industry FAQs, check your email!

2. Ride the Tide

3. Demonstrate Support for your Local

Community

4. Provide How-to Based Content

5. REPURPOSE!!!

Convert 2

Bad Offer Example

26

Give people what they want.

• EDUCATIONAL EBOOKS

• FAQS

• WEBCASTS

• VENDOR COMPARISONS

• PRODUCT LITERATURE

Strategy for Offers

ToFu

MoFu

Bottom

75% of website traffic

What do I need?

22% of website traffic

Why do I need it from you?

2-3% of website traffic

Why should I buy now?

Strategy for Offers

ToFu

MoFu

Bottom

• Ebooks

• Whitepapers

• Editorial Content

• Webcasts

• Virtual Tradeshows

• EGuides

• Vendor Comparisons

• Case Studies

• Product Literature

29

Give great directions.

• CLEAR CALLS TO ACTION

• COMPELLING OFFERS

• RELEVANT LANDING PAGES

Clear Calls-to-Action & Compelling Offers

Relevant Landing Pages

Warmer Sales Calls to Leads…

What is lead nurturing?

The process of identifying

potential customers, initiating an

exchange of information, and

moving prospects through the

sales cycle toward a purchase.

Nurtured leads have

9% higher average

deal size

and 23% shorter

sales cycle

Nurture your leads

Tips For Converting Leads

1. Give people what they want - content

2. Multiple CTAs for different stages of funnel

3. Landing Pages with no navigation & social

4. Limit your fields

5. Nurture leads through the sales funnel

Analyze 3

Stay ahead of the competition

by tracking your ROI….

HubSpot

Google Analytics

Marketing Analytics to Track Conversions

Who is HubSpot 4

Complicated & Confusing

Easy & Integrated

HubSpot Training & Consulting

Dedicated technical setup & implementation help

Inbound marketing fundamentals & best practices

Landing page templates

Contact segmentation & workflow consulting

Analytics & measurement consulting

Content and social media consulting

Persona development

Marketing & sales alignment consulting

HubSpot All-in-One Marketing Software

Phil Mark

pmark@hubspot.com

857.829.5731

Rachael Plummer

rplummer@hubspot.com

857.829.5854