The New Rules of Marketing
Featuring: You … the members of the SEBC
Moderator: Kirsten Knipp, Director Product Evangelism, HubSpot
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?
"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."
Advertising Direct Marketing
Interruptions get ignored …
Blog SEO Social Media
Relevant info is being sought daily…
Great for SMB & Entrepreneurs …
Because you have more of this … than $$$
Inbound Marketing Maps to Funnel
Analyze Convert Content
Marketing Lead Nurturing &
Does Inbound Marketing Work?
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
Done with the basics, what’s advanced?
• Get Found
• Social Media – listen & participate
• Video, Audio, Webinars, eBooks +
• Cultivate Multiple Offers
• Automate Follow Up & Nurturing
• Integrate with CRM
• Analyze – closed loop marketing
What can you skip?
• Flash Content & Fancy Websites
• PR Firms – DIY instead
• Heavy PPC – use it to experiment &
• Trade Shows
• Traditional Advertising
Let’s take a quick look at a site …
•Poor metadata / On Page SEO
•MozRank = 3
•Inbound Links = 85
•Limited lead capture
What can you take away?
Give away your ideas to generate a following
Always optimize your content
& Measure what works …
Bootstrap Basics with Free Tools …
Other tools exist to make it easier & more effective
Company Background / Backup
Inbound Marketing software
& advice that helps SMB
HubSpot’s Inbound Marketing System
• Simple & Integrated Software
SEO Blog Content
• Support & Expertise
• Hosted Solution Marketing Lead Nurturing &
• No IT Required (Salesforce.com
MIT study shows:
HubSpot customers get
4.2 times more leads
after 5 months