Inbound Marketing - Leads for 60% Less | NEDMA
 

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?

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 Inbound Marketing - Leads for 60% Less | NEDMA Presentation Transcript

  • Inbound Marketing:Spend 60% Less on Lead GenKirsten KnippDirector, Product Evangelism, HubSpot@kirstenpetraMay 12, 2011
  • 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 forsearch and social media?
  • Am I promotingmy content via all channels, including social media?
  • Am I converting as many visitors intoleads and sales as I can?
  • Am I analyzing the results to improve my marketing?
  • Stop thinking like amarketer or advertiser.
  • Start thinking part publisher, socializer & scientist.
  • Get Found Convert
  • Getting Found Create Optimize Promote
  • Know your Audience
  • 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 OptimizationOn-Page Off-Page
  • How Google Weighs Optimization On Page (25%) Off Page (75%) Off-page optimization is critical
  • 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 2010 & BeyondOn-Page Off-Page Social Graph
  • 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 FrequentlyShared Shared• Product info • New data• Free trials • Funny videos• Software documentation • Top-notch blog po
  • Make Sharing Easy
  • 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:
  • Social Media Drives Leads• Twitter is largest category• >40% of HubSpot’s total social media leads
  • Social Media Drives Sales Source: State of Inbound Marketing 2011
  • Get Found Convert
  • 40
  • 41
  • Recognize This?42
  • Give them DirectionHome Page Content Pages 300+ Landing Pages
  • Keep in Touch with Content & Offers
  • Help your Sales Team Connect
  • Get Found Convert
  • Become a Marketing Scientist
  • Qualitative: Blog & Brand-Social Reach Recognition | Industry Websites Thought Leadership Status Web 2.0 Penetration Recognition | Industry Leaders Courtesy of HubSpot Customer:
  • Quantitative: Overall Reach Courtesy of HubSpot Customer:
  • Measure Sources of Traffic, Leads & Sales Courtesy of HubSpot Customer:
  • Invest More in What Works … Inbound
  • Channels Gaining Importance: 2009 v. 2011
  • Final Thoughts
  • Traditional Sales
  • Inbound Sales & Marketing
  • Can You Put the Pieces Together? d.j.k. on flickr
  • HubSpot Puts the Pieces Together
  • 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
  • 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