Inbound Marketing - Leads for 60% Less | NEDMA

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Overview of inbound marketing given at the NEDMA 2011 event @Bentley University. What is inbound and why does it generate leads at a lower cost than traditional methods?

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Inbound Marketing - Leads for 60% Less | NEDMA

  1. 1. Inbound Marketing:Spend 60% Less on Lead GenKirsten KnippDirector, Product Evangelism, HubSpot@kirstenpetraMay 12, 2011
  2. 2. The Bad News
  3. 3. Traditional Marketing Is Hard 800-555-1234 Annoying Salesperson
  4. 4. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
  5. 5. The Market Is Here Now
  6. 6. The Great News… Source: State of Inbound Marketing 2011
  7. 7. Here’s Why
  8. 8. Ask yourself …
  9. 9. Am I regularly creating remarkable content?
  10. 10. Am I optimizing my content forsearch and social media?
  11. 11. Am I promotingmy content via all channels, including social media?
  12. 12. Am I converting as many visitors intoleads and sales as I can?
  13. 13. Am I analyzing the results to improve my marketing?
  14. 14. Stop thinking like amarketer or advertiser.
  15. 15. Start thinking part publisher, socializer & scientist.
  16. 16. Get Found Convert
  17. 17. Getting Found Create Optimize Promote
  18. 18. Know your Audience
  19. 19. Publish Everything• Blog• Podcast• Videos• Photos• Presentations• eBooks• Webinars• News Releases
  20. 20. Grow Traffic with Remarkable Content• Blogging Attracts More Visitors Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
  21. 21. 46% of companies who blog have gotten revenue because of their blog.
  22. 22. More Content = More Leads & Sales • Blog More to Increase Results Source: HubSpot State of Inbound Marketing 2011
  23. 23. Getting Found Create Optimize Promote
  24. 24. Two Sides of OptimizationOn-Page Off-Page
  25. 25. How Google Weighs Optimization On Page (25%) Off Page (75%) Off-page optimization is critical
  26. 26. How Do You Get Links?Create content worth linking to …
  27. 27. Blogging Attracts Inbound Links Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
  28. 28. Where is Search Headed?
  29. 29. Where Everyone Else is Going
  30. 30. SEO in 2010 & BeyondOn-Page Off-Page Social Graph
  31. 31. Getting Found Create Optimize Promote
  32. 32. Listen & Engage• Social Media Monitoring …• Twitter• Facebook Discussions• LinkedIn Answers• What’s relevant in your country or industry?
  33. 33. Build Networks, Share Content of Value
  34. 34. What Gets Shared?Rarely FrequentlyShared Shared• Product info • New data• Free trials • Funny videos• Software documentation • Top-notch blog po
  35. 35. Make Sharing Easy
  36. 36. How Can Sharing Deliver Leads?Blog Post Tweet Orchestra uses 10 FREE business tools to run our business. Check it out: http://bit.ly/8Wrel Joint effort Email from discussion Website Form We’ll mention you, you mention us ...we have a free tool, can you mention our website and product?... Partner Mention in Links Newsletter Unique Hubspot tokenized URL$ Web Lead via CTA Lead Source: Newsletter via Hubspot Token Traffic to Orchestra.com Courtesy of HubSpot Customer:
  37. 37. Social Media Drives Leads• Twitter is largest category• >40% of HubSpot’s total social media leads
  38. 38. Social Media Drives Sales Source: State of Inbound Marketing 2011
  39. 39. Get Found Convert
  40. 40. 40
  41. 41. 41
  42. 42. Recognize This?42
  43. 43. Give them DirectionHome Page Content Pages 300+ Landing Pages
  44. 44. Keep in Touch with Content & Offers
  45. 45. Help your Sales Team Connect
  46. 46. Get Found Convert
  47. 47. Become a Marketing Scientist
  48. 48. Qualitative: Blog & Brand-Social Reach Recognition | Industry Websites Thought Leadership Status Web 2.0 Penetration Recognition | Industry Leaders Courtesy of HubSpot Customer:
  49. 49. Quantitative: Overall Reach Courtesy of HubSpot Customer:
  50. 50. Measure Sources of Traffic, Leads & Sales Courtesy of HubSpot Customer:
  51. 51. Invest More in What Works … Inbound
  52. 52. Channels Gaining Importance: 2009 v. 2011
  53. 53. Final Thoughts
  54. 54. Traditional Sales
  55. 55. Inbound Sales & Marketing
  56. 56. Can You Put the Pieces Together? d.j.k. on flickr
  57. 57. HubSpot Puts the Pieces Together
  58. 58. Additional Resources• Read “Inbound Marketing” Book www.InboundBook.com• Grade your website: www.WebsiteGrader.com• Check out more free resources: www.HubSpot.com/marketing-hubs
  59. 59. Thank you!Contact Kirsten Knipp:•1-888-HubSpot•www.Twitter.com/kirstenpetra•www.LinkedIn.com/in/kirstenpetra•Company: www.HubSpot.com•Blog: http://Blog.HubSpot.com•Free Tool: www.WebsiteGrader.com

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