Inbound marketing AMA Webinar
 

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  • Source: Data from over 2,000 businsses - http://bit.ly/a6SrWh
  • But, blogging about your product is not the right strategy. You should blog about the things that most interest your target customer persona. Think like a media company – like Oprah – and think about what people want to read, not what you want them to read.
  • Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • Source: Data from over 2,000 businsses - http://bit.ly/a6SrWh
  • Source: survey of hundreds of businesses: HubSpot.com/ROI
  • Coke’s CMO – renter. Press Release hire.
  • This is a screenshot of my MONTHLY marketing report. It has over 110 slides in it, all graphs and tables of data. Each year, just marketing produces over 1500 pages of data/reports that we use to optimize and improve our business.
  • To diagnose problems or areas for improvement in the overall funnel, look at each source or campaign alone, and look at each of the stages for just that source. Comparing them can give you insights into trends and what you might do to improve.
  • For each of the metrics that you track, you need to set a goal or target for the future time periods. Even if inaccurate, it helps you target growth rates and figure out how fast you can grow.
  • If at all possible, measure you business monthly, not quarterly. If you measure monthly, you can evolve 12 times a year, 3 times faster than if you measure quarterly. Evolving your business faster means you can test more, learn more and improve more. Startups need to test and learn quickly, while the cost to do so is low.

Inbound marketing AMA Webinar Presentation Transcript

  • 1. Inbound Marketing:More Customers for Less Money
  • 2. I’m Mike Volpe.Nice to meet you.@mvolpeCMO @HubSpot
  • 3. 1 Our Marketing Philosophy2 The Story from 2007 to 20113 Building an Inbound Marketing Machine4 The New Marketing Team5 Measuring Marketing Agenda
  • 4. Our Marketing1 Philosophy
  • 5. For decades, marketing focusedon pushing messages out.
  • 6. 86% skip TV ads 44% of direct mail is never opened 91% unsubscribe200mSay DO NOT CALL 7
  • 7. Be moreinbound todraw people inat all stages ofthe sales andmarketingprocess. “Here’s some exceptional content, useful data &/or awesome service. Enjoy.”
  • 8. Renting anAudience…
  • 9. ...vs Building Assets
  • 10. How
InboundMarketingWORKS.
  • 11. 1 Get Found73%of B2B executives usesearch engines to findgoods & services fortheir business.
  • 12. 2 Convert
  • 13. 3 Analyze
  • 14. 1 Get Found ( INBOUND ) MARKETING 2 Convert 3 Analyze
  • 15. The Story from 20072 to 2011
  • 16. 10 Beta Customers 2 Leads Per DayCirca 2007 5 Employees $x Small seed investment by Founder 17
  • 17. Customers 5961 3855 1150 317 48 3 2006 2007 2008 2009 2010 2011
  • 18. Leads
  • 19. Employees 304 176 96 42 15 3 2006 2007 2008 2009 2010 2011
  • 20. 2011: Our BIGGEST Year Yet Mar 8 May 19 Jul 12 Sep 15 Nov 30 Mike Volpe HubSpot App 1,000 HubSpot America’s 20 Most named CMO. Marketplace launches. customers & partners Promising Companies attend HUGS, the 2011 by Forbes. HubSpot User Group Summit. May 20 names Co-Founder & CTO Dharmesh Shah the Top Innovator in High Tech. Jun 9 Aug 18 Oct 19 Dec 6 HubSpot wins BBJ’s HubSpot acquires #8 Fastest Growing HubSpot Launches Top Places to Work Company in North Free Marketing Grader 2011 Award, 2nd year in a America. tool to Replace Website row. Grader. Aug 23 Jun 16 #2 Fastest Growing Software Company & HubSpot acquires #33 Fastest Growing HubSpot Company overall. Milestones Jun 17 Aug 24 CEO Brian Halligan HubSpot sets the named Ernst & Y oung world record for Entrepreneur of the Largest Online Year. Marketing Seminar with 10,899 attendees.
  • 21. Building an Inbound2 Marketing Machine
  • 22. Personas
  • 23. Build Marketing Assets• Blog• Free Tools• Podcast• Videos• Photos• Presentations• eBooks• News Releases
  • 24. Your competition is not who you think it is.
  • 25. MarketingGrader• Free interactive tool• 4 million users• Great PR coverage• 50,000+ visitors from StumbleUpon• 500,000+ opt-in emails
  • 26. Blog.HubSpot.com
  • 27. Blog.HubSpot.com Top 3 source of leads
  • 28. Blog.HubSpot.com 10% visit HubSpot.com
  • 29. Blog.HubSpot.com 10-20% Lead conversion rate
  • 30. 55% more website visitorsfor companies that blog.
  • 31. 79% more Twitter followers for companies that blog.Image credit: netzkobold
  • 32. MarketingUpdatePodcast• 1-2k views /episode• 300,000 total views• Top 5 marketing podcast in iTunes
  • 33. B2B Music Video• 10,000 views 1st day• Page 1 for “inbound marketing”• Page 1 for “marketing” on YouTube• 3x increase in searches for “inbound marketing” http://www.youtube.com/watch?v=4-lGe5MnBlY
  • 34. Social Media 165,000 followers 105,000 likes 76,000 group members
  • 35. Social Media Top 3 165,000 followers source of leads 105,000 likes 76,000 group members
  • 36. Social Media 7-10% Lead conversion rate 165,000 followers 105,000 likes 76,000 group members
  • 37. % Companies Acquiring Customersvia Social Channels 57% 48% 57% 42%
  • 38. Targeted Calls-to-Action on All Content
  • 39. 1,200 Landing Pages 45% conversion rate
  • 40. 50-90 Targeted eMails/Month
  • 41. 10+ Behavior-Based Lead Nurturing Series
  • 42. SUMMARYGet Found• 2,800 blog articles, 9.4M views• 300 presentations, 1.3M views• 500 videos, 1M views• 180 podcast episodes, 300K views• 150 webinars, 300K views• 1,000’s keywords driving SEO traffic
  • 43. SUMMARYConvert• 5-7% overall conversion rate• 1,200 landing pages with 45% conversion rate• Hundreds of social media messages / month• 50-90 segmented and targeted emails / month• 10+ behavior-based lead nurturing series• Intelligence about lead behavior drives alerts for sales team• 10,000 MQLs given to sales each month
  • 44. 3 Analyze
  • 45. The New Marketing4 Team
  • 46. ThePressReleaseHire
  • 47. GSD
  • 48. DARC : Digital
  • 49. DARC : Analytical
  • 50. DARC : Reach
  • 51. DARC : Content
  • 52. Organizing the New Marketing Team Marketing Get Found Convert Product Dev Team Team Team Marketing Blogs Lead Nurturing Sales Support Free Tools Videos Lead Scoring & Training Webinars Landing Page Demo Videos Presentations Optimization Product Info Promotion of Paid Lead Free Tools Generation
  • 53. Measuring5 Marketing
  • 54. Data is your friend.
  • 55. Measure each stageof your sales& marketingprocess. VISITS PROSPECTS LEADS WO. LEADS OPPS CUST
  • 56. Drill into each source to diagnose. Visitors Leads SalesSEOSocialMedia
  • 57. Set targets for each key metric.
  • 58. Measure progress DAILY. 100% 80% % Progress to Goal 60% Actual Goal 40% 20% 0% 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 Business Days Left in Month
  • 59. Measure often. Evolve faster.
  • 60. What isHubSpot?
  • 61. + +You candomarketingthis way. + + + SEO Consultants
  • 62. Or youAll-in-One can doMarketing Software marketing this way. 63
  • 63. Search Engine Optimization Blogging & Social Media Lead Generation LeadAll-in-One ManagementMarketing Software Email & Automation Marketing Analytics 64
  • 64. 65
  • 65. #17 66
  • 66. Strategic investments. $32M
  • 67. • Based in Cambridge, MA • 300+ employeesABOUT • 6,000 customers in 43 countries • #2 Fastest Growing Software Company • #17 Most Promising Company • Backed by: 68
  • 68. 3 2000 7 50+ 6 15 0 days breakout inspiring small reasons inbound learning sessions keynotes group not to marketing tracks workshops GO! professionals REGISTER TODAY! http://inbound2012.eventbrite.com/www.InboundConference.com
  • 69. All-in-One Free & InstantMarketing Software Assessment of Your Marketing: http://Marketing.Grader.com Mike Volpe Twitter.com/mvolpe Facebook.com/mvolpe Linkedin.com/in/mikevolpe mvolpe@HubSpot.com www.HubSpot.com 70
  • 70. 71