Inbound marketing AMA Webinar

Inbound Marketing:More Customers for Less Money

I’m Mike Volpe.Nice to meet you.@mvolpeCMO @HubSpot

1 Our Marketing Philosophy2 The Story from 2007 to 20113 Building an Inbound Marketing Machine4 The New Marketing Team5 Measuring Marketing Agenda

Our Marketing1 Philosophy

For decades, marketing focusedon pushing messages out.

86% skip TV ads 44% of direct mail is never opened 91% unsubscribe200mSay DO NOT CALL 7

Be moreinbound todraw people inat all stages ofthe sales andmarketingprocess. “Here’s some exceptional content, useful data &/or awesome service. Enjoy.”

Renting anAudience…

...vs Building Assets

How InboundMarketingWORKS.

1 Get Found73%of B2B executives usesearch engines to findgoods & services fortheir business.

2 Convert

3 Analyze

1 Get Found ( INBOUND ) MARKETING 2 Convert 3 Analyze

The Story from 20072 to 2011

10 Beta Customers 2 Leads Per DayCirca 2007 5 Employees $x Small seed investment by Founder 17

Customers 5961 3855 1150 317 48 3 2006 2007 2008 2009 2010 2011

Employees 304 176 96 42 15 3 2006 2007 2008 2009 2010 2011

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.

Building an Inbound2 Marketing Machine

Personas

Build Marketing Assets• Blog• Free Tools• Podcast• Videos• Photos• Presentations• eBooks• News Releases

Your competition is not who you think it is.

MarketingGrader• Free interactive tool• 4 million users• Great PR coverage• 50,000+ visitors from StumbleUpon• 500,000+ opt-in emails

Blog.HubSpot.com

Blog.HubSpot.com Top 3 source of leads

Blog.HubSpot.com 10% visit HubSpot.com

Blog.HubSpot.com 10-20% Lead conversion rate

55% more website visitorsfor companies that blog.

79% more Twitter followers for companies that blog.Image credit: netzkobold

MarketingUpdatePodcast• 1-2k views /episode• 300,000 total views• Top 5 marketing podcast in iTunes

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

Social Media 165,000 followers 105,000 likes 76,000 group members

Social Media Top 3 165,000 followers source of leads 105,000 likes 76,000 group members

Social Media 7-10% Lead conversion rate 165,000 followers 105,000 likes 76,000 group members

% Companies Acquiring Customersvia Social Channels 57% 48% 57% 42%

Targeted Calls-to-Action on All Content

1,200 Landing Pages 45% conversion rate

50-90 Targeted eMails/Month

10+ Behavior-Based Lead Nurturing Series

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

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

3 Analyze

The New Marketing4 Team

ThePressReleaseHire

DARC : Digital

DARC : Analytical

DARC : Reach

DARC : Content

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

Measuring5 Marketing

Data is your friend.

Measure each stageof your sales& marketingprocess. VISITS PROSPECTS LEADS WO. LEADS OPPS CUST

Drill into each source to diagnose. Visitors Leads SalesSEOSocialMedia

Set targets for each key metric.

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

Measure often. Evolve faster.

What isHubSpot?

+ +You candomarketingthis way. + + + SEO Consultants

Or youAll-in-One can doMarketing Software marketing this way. 63

Search Engine Optimization Blogging & Social Media Lead Generation LeadAll-in-One ManagementMarketing Software Email & Automation Marketing Analytics 64

#17 66

Strategic investments. $32M

• Based in Cambridge, MA • 300+ employeesABOUT • 6,000 customers in 43 countries • #2 Fastest Growing Software Company • #17 Most Promising Company • Backed by: 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

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

http://www.conseilsmarketing.com	276
http://www.scoop.it	39
http://www.stonepower.fr	23
http://staging.slideshare.com	12
http://feeds.feedburner.com	7
http://www.michaelhartzell.com	3
https://si0.twimg.com	3
http://www.paperblog.fr	2
http://us-w1.rockmelt.com	1

Inbound marketing AMA Webinar

by HubSpot All-in-one Marketing Software

Accessibility

Categories

Upload Details

Usage Rights

9 Embeds 366

Statistics

Inbound marketing AMA Webinar Presentation Transcript