Lead Generation & Conversion TipsThe BIG Conference - October 2009 – Portland, MEMike VolpeVP Marketing @HubSpotTwitter: @mvolpe

What’s HubSpot?Marketing software for SMBsOver 1,800 customers in 3 years99employees, lots of MIT grads

Marketing software for SMBs

Over 1,800 customers in 3 years

99employees, lots of MIT grads

Marketing is Changing1950 - 20002000 - 2050

Outbound Marketing

Outbound Marketing is Harder800-555-1234AnnoyingSalesperson

The Good News…

Inbound Marketing

But… Visitors are Not Customers!Flickr: Refracted Moments

The Great News…www.HubSpot.com/ROI

How can inbound marketing generate leads and sales?

Death to “Social Media Communists”!

Inbound Lead GenerationPublishPromoteOptimizeConvert

Lead Generation w/ Inbound Marketing Create great offers Use tons of calls to actionOptimize your landing pagesNurture your leads

Offers

Offers

Great Offers Free products, free trials Very useful info – tips, how to, dataGifts or promotions Value must be greater than the cost…

Calls to Action

Calls to Action – Blog Posts

Calls to Action – Twitter Grader

Calls to Action – Website Grader

Never let the user guesswhat to do next.

Great Calls to Action Use LOTS of them, everywhere Test to find the bestColors, text, size, placeMake the next step obvious

Landing Pages

Go Naked

How Naked is Up to You…

Graphics Matter

Keep It Simple

Keep It Short53% Conversion32% Conversion

Don’t Put Form Below the Fold

Don’t – Ask for Really Private Info

Don’t – Use a Clear / Cancel Button

Track Your Conversion Rate

Testing

Free Tool in Alpha/Betahttp://action.grader.com

Final Rule? Nothing is Set in Stone!

Great Landing Pages Limit distractions (navigation / links) Keep it short and simple Track your conversion % Test to find the best

Analysis and MeasurementFlickr: akisra

Traffic

Leads

Sales

…By Channel or SourceVisitorsLeadsSalesSEOSocialMedia

Thank You!Next Step? Free Trial of HubSpot:www.HubSpot.com/free-trialMike VolpeVP Marketing @HubSpotTwitter: @mvolpe

Additional ResourcesFacebookMarketing eBookhttp://www.hubspot.com/facebook-for-business-marketing-hub/Twitter Marketing eBookhttp://www.hubspot.com/twitter-marketing-hub/Social Media Marketing Kithttp://www.hubspot.com/twitter-marketing-hub/Blog: http://Blog.HubSpot.com