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Sloan entreprenuersinboundmarketing.may2010

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  • 1. The New Rules of Marketing Featuring: You … the members of the SEBC Moderator: Kirsten Knipp, Director Product Evangelism, HubSpot
  • 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. "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. Outbound Marketing Advertising Direct Marketing CALLER ID: 800-555-1234 Annoying Salesperson Interruptions get ignored …
  • 5. Inbound Marketing Blog SEO Social Media Relevant info is being sought daily…
  • 6. Great for SMB & Entrepreneurs …
  • 7. Because you have more of this … than $$$ 7
  • 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. Does Inbound Marketing Work? 9
  • 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. 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. 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. 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. 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. Company Background / Backup
  • 16. About HubSpot Inbound Marketing software & advice that helps SMB businesses grow 2006 Founded 2,500+ Customers 98% Retention 140+ Employees
  • 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. Proven ROI MIT study shows: HubSpot customers get 4.2 times more leads after 5 months