Sloan entreprenuersinboundmarketing.may2010

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Sloan entreprenuersinboundmarketing.may2010

  1. 1. The New Rules of Marketing Featuring: You … the members of the SEBC Moderator: Kirsten Knipp, Director Product Evangelism, HubSpot
  2. 2. Tell me about you … How many of you are experts in your space? How many of you are expert marketers? What resources do you have a lot of? What resources are most scarce?
  3. 3. "If you have more Money than brains, you should focus on Outbound Marketing. If you have more Brains than money, you should focus on Inbound Marketing." @guykawasaki
  4. 4. Outbound Marketing Advertising Direct Marketing CALLER ID: 800-555-1234 Annoying Salesperson Interruptions get ignored …
  5. 5. Inbound Marketing Blog SEO Social Media Relevant info is being sought daily…
  6. 6. Great for SMB & Entrepreneurs …
  7. 7. Because you have more of this … than $$$ 7
  8. 8. Inbound Marketing Maps to Funnel Get Found QUALIFIED TRAFFIC Analyze Convert Content SEO Blog Creation Landing Social Pages Media Marketing Lead Nurturing & Analytics Intelligence CRM (Salesforce.com or other) SALES
  9. 9. Does Inbound Marketing Work? 9
  10. 10. What basics could you be doing? • Get Found • Blogging – build an audience early • Social media – listen • Optimize – each page = chance to rank • Convert – offer give / get • Analyze – figure out what worked 10
  11. 11. Done with the basics, what’s advanced? • Get Found • Social Media – listen & participate • Video, Audio, Webinars, eBooks + • Convert • Cultivate Multiple Offers • Automate Follow Up & Nurturing • Integrate with CRM • Analyze – closed loop marketing 11
  12. 12. What can you skip? • Flash Content & Fancy Websites • PR Firms – DIY instead • Heavy PPC – use it to experiment & build organic • Trade Shows • Traditional Advertising 12
  13. 13. Let’s take a quick look at a site … •Subdomain •No blog •Poor metadata / On Page SEO •MozRank = 3 •Inbound Links = 85 •Limited lead capture 13
  14. 14. What can you take away? Give away your ideas to generate a following Always optimize your content Capture Leads & Measure what works … Bootstrap Basics with Free Tools … Other tools exist to make it easier & more effective 14
  15. 15. Company Background / Backup
  16. 16. About HubSpot Inbound Marketing software & advice that helps SMB businesses grow 2006 Founded 2,500+ Customers 98% Retention 140+ Employees
  17. 17. HubSpot’s Inbound Marketing System QUALIFIED TRAFFIC • Simple & Integrated Software SEO Blog Content Creation • Support & Expertise Landing Social Pages Media • Hosted Solution Marketing Lead Nurturing & Analytics Intelligence CRM • No IT Required (Salesforce.com or other) SALES
  18. 18. Proven ROI MIT study shows: HubSpot customers get 4.2 times more leads after 5 months

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