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Secrets of Successful Inbound Marketing

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By now you have probably heard of this new type of marketing called Inbound Marketing, but do you really know its value or where to start? We thought this might be the case. Salesforce.com and HubSpot …

By now you have probably heard of this new type of marketing called Inbound Marketing, but do you really know its value or where to start? We thought this might be the case. Salesforce.com and HubSpot have joined forces to bring you the latest in Inbound Marketing on this free on-demand webinar.
knife,_tool_kit
This on-demand webinar featuring Mike Volpe, CMO of HubSpot and Dave Thomas, Senior Director of Content and Community at Salesforce.com, incorporates data from the "State of Inbound Marketing 2013" report, with responses from over 3,000 businesses and their use of inbound marketing.

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  • VOLPE - Doesn’t fit with the theme, remove??
  • VOLPE - Doesn’t fit with the theme, remove??
  • Once you know your goal, you can begin to create your content engine
  • Landing pagesFormsLead generationContact capture
  • Landing pagesFormsLead generationContact capture
  • 43% of companies say they have acquried a customer from a company blog. 82% of companies who blog daily say they see a positive ROI in blogging, vs. 57% who blog monthly.
  • Help covert people and move them down the funnel
  • 74% of marketers say that Facebook is an important channel for lead generation. 52% of people say they have acquired a customer from FB, 43% from Linkedin and 36% from Twitter.
  • From SOIM 2013
  • From SOIM 2013
  • Once you know your goal, you can begin to create your content engine
  • Q&A for both Lauren and Karen

Transcript

  • 1. #inbound INBOUND MARKETING:! How to Prove Your ROI! Live Webinar:! July 25th, 12pm ET/ 9am PST! ! Speakers:! Mike Volpe, HubSpot! David B. Thomas, salesforce.com! ! ! Ask your questions now at #inbound
  • 2. #inbound MEET YOUR EXPERTS:! Mike Volpe! CMO @ HubSpot! @mvolpe! David B. Thomas! Senior Director of Content and Community @ salesforce.com! @davidbthomas ! !
  • 3. #inbound AGENDA! ! 1.  What is inbound marketing?! 2.  Where do you start?! 3.  How do you do it?! 4.  How can you track and measure the ROI of inbound marketing?! !
  • 4. #inbound #1 WHAT IS INBOUND MARKETING?!
  • 5. #inbound Watch Full Recorded webinar:! ! ! !
  • 6. #inbound HUMANS HAVE CHANGED!
  • 7. #inbound 1990 2000 2010 Hours Worked 9-5 8-6+ Whenever Office 4 walls Open Cubicles iPhone Internet None Email & Web Research Everything in the Cloud Learn about products Tradeshows, Ads, Print Publications, Sales Reps Tradeshows & Google Social Media, Google, Freemium Buying process Sales Rep in Office & Golf Course Sales Rep on Phone / Web No Sales Rep HUMANS HAVE CHANGED!
  • 8. #inbound CHANGES IN CONSUMER ATTENTION! 86% ! skip TV ads! 91% ! unsubscribe! 200m!Say DO NOT CALL! 44% !of direct mail is never opened!
  • 9. #inbound 1% OF COLD CALLS WORK. 
 THE OTHER 99% HATE YOUR GUTS.
 
 -- @MVOLPE!
  • 10. #inbound THE MARKETING PLAYBOOK 
 IS BROKEN.! 86% ! skip TV ads! 91% ! unsubscribe
 from email! 200M! on the 
 Do Not Call list! 44% ! of direct mail is never opened!
  • 11. #inbound VS.! Cold Calling ! Cold Emails (SPAM)! Interruptive Ads! Marketer - Centric! SEO! Blogging! Social media! Content! Value! Attraction! Customer - Centric! INBOUND!TRADITIONAL!
  • 12. #inbound INBOUND MARKETING METHODOLOGY!
  • 13. #inbound
  • 14. #inbound
  • 15. #inbound COST OF A LEAD! * Of marketers with >$25k budget yearly Average cost of a lead at a company not using inbound marketing:! $41
  • 16. #inbound COST OF A LEAD! * Of marketers with a yearly budget >$25k ! Average cost of a lead at a company not using inbound marketing:! $41 Average cost of a lead at a company using inbound marketing:! $36
  • 17. #inbound #2 WHERE DO YOU START?!
  • 18. #inbound IDENTIFY YOUR BUYER PERSONA ! SUSAN ! ERIC!
  • 19. #inbound DETERMINE THEIR NEEDS! “I need to generate more qualified leads.”! “I need to increase the reach of my brand.”!
  • 20. #inbound CREATE BUSINESS OBJECTIVES AROUND YOUR CUSTOMERS! Help Susan generate more qualified leads. Write content for her to help her learn more about what a qualified lead looks like, and where to find them.! ! Help Eric learn new and effective ways to increase his branding. Write blog posts for him to teach him branding best practices. !
  • 21. #inbound #3 HOW DO YOU DO IT?!
  • 22. #inbound BUILD MARKETING ASSETS! Blogs! Interactive! Tools! Photos &! Infographics! Videos &! Podcasts! Presentations! & eBooks!
  • 23. #inbound CREATE A CONTENT ENGINE!
  • 24. #inbound STEP 1: START WRITING VALUABLE CONTENT!
  • 25. #inbound STEP 2: TURN WRITTEN CONTENT INTO WEBINARS!
  • 26. #inbound STEP 3: BLOG ABOUT YOUR CONTENT!
  • 27. #inbound STEP 4: PUT A CTA ON YOUR BLOG POSTS!
  • 28. #inbound STEP 5: ASK PEOPLE TO SHARE YOU CONTENT!
  • 29. #inbound STEP 6: SHARE YOUR CONTENT YOURSELF!
  • 30. #inbound #4 HOW CAN YOU TRACK AND MEASURE THE ROI OF INBOUND MARKETING?!
  • 31. #inbound MEASUREMENT!
  • 32. #inbound TRACKING EACH CAMPAGIN!
  • 33. #inbound TRACKING EACH CAMPAGIN!
  • 34. #inbound TRACKING EACH CAMPAGIN!
  • 35. #inbound SERVICE LEVEL AGREEMENT! Example:! ! A marketing team agrees to generate a certain value of leads per month for the sales team. Each lead has a dollar value. This way, the sales team knows exactly how many leads to expect, and the marketing team can be held accountable in order to help the business as a whole reach revenue goals. ! Agreement between two teams to help reach a common goal !
  • 36. #inbound THE MARKETING SLA! Lead Type Lead Value Webinar $.07 eBook $.05 Free Trial $.45 Demo Request $.95 Owner Ollie Leads! (1-100 Employees)! Lead Type Lead Value Webinar $.35 eBook $.45 Free Trial $2.10 Demo Request $2.75 Marketing Mary Leads! (100-2,000 Employees)! * Data has been altered from actual HubSpot data for the purposes of this presentation!
  • 37. #inbound DAILY ACCOUNTABILITY FOR MARKETING & SALES! * Data has been altered from actual HubSpot data for the purposes of this presentation!
  • 38. #inbound DETERMINING YOUR COST PER CUSTOMER! 1. Take all the costs from a set timeframe (say a month), including:! !Advertising! !Marketing materials! !Sales reps! !Overhead! ! 2. Determine how many customers were acquired in that month! Example:! ! 1.  Total cost for the month of April = $100,000! 2.  Total customers acquired in April = 400! 3.  Cost per customer (CAC) = 100,000/400 = $250. ! Your cost per customer is $250 for April!
  • 39. #inbound COST PER CUSTOMER OF A COMPANY W/ SLA VS. WITHOUT! $291 $486 $0 $100 $200 $300 $400 $500 $600 W/SLA! W/O SLA!
  • 40. #inbound FINAL TAKE AWAYS! 
 Content Engine! Track and Measure! Optimize For ! Round 2!
  • 41. #inbound THANK ! YOU!!
  • 42. #inbound GET A FREE TRIAL OF HUBSPOT ! Offers.hubspot.com/free-trial!
  • 43. #inbound Get a FREE Guided Tour of Salesforce! bit.ly/SFDCGuidedTour!
  • 44. #inbound Stay in Touch! #inbound! https://twitter.com/salesforce! @mvolpe! @davidbthomas! https://twitter.com/HubSpot! http://www.linkedin.com/company/hubspot! http://www.linkedin.com/company/salesforce https://www.facebook.com/hubspot! https://www.facebook.com/salesforce! Blogs.Salesforce.com ! Blog.hubspot.com!