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Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
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Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot

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Inbound marketing keynote presentation by Mike Volpe, VP marketing at HubSpot at www.WootCon.com on 22 Feb 2010 in Bakersfield, CA. Covers inbound marketing, social media, SEO, blogging, lead …

Inbound marketing keynote presentation by Mike Volpe, VP marketing at HubSpot at www.WootCon.com on 22 Feb 2010 in Bakersfield, CA. Covers inbound marketing, social media, SEO, blogging, lead generation and online / internet marketing.

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  • To quote David Meerman Scott, no one cares about your products (except you).Don’t use your Facebook Page to talk about you and your products – create interesting, useful content that your audience wants to consume.
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    • 1. Inbound Marketing<br />w00t! Con – 22 Feb 2010<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />
    • 2. Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />
    • 3. Outbound Marketing<br />
    • 4. Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
    • 5. The Good News…<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book on Amazon<br />InboundBook.com<br />
    • 6. The Great News…<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    • 7. “Best Things” from 2009<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    • 8. “Worst Things” from 2009<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    • 9. Inbound Gives Leverage<br />
    • 10. Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
    • 11. Questions to ask yourself...<br />
    • 12. Am I regularly creating new share-worthy content?<br />
    • 13. Am I promoting my content<br />in social media conversations?<br />
    • 14. Am I optimizing my content for search and social media?<br />
    • 15. Am I converting as<br />many visitors into<br />leads and sales as I can?<br />
    • 16. Stop thinking like a<br />marketer or advertiser.<br />
    • 17. Start thinking like a<br />publisher and socializer.<br />
    • 18. Inbound Marketing<br />
    • 19. Success Drives Investment in Inbound<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    • 20. Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
    • 21. Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
    • 22. Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
    • 23. Publish Everywhere<br />
    • 24. Re-Publish What You Have<br />SolidWorks: 100+ Videos on Website<br />Published on YouTube, No Promotion<br />10,000+ Views / Month<br />
    • 25. 1,000’s of Tweets about report - Twitter drove 30% of traffic<br />Link-Worthy &amp; Share-Worthy<br />
    • 26. What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
    • 27. Free trials
    • 28. Software documentation
    • 29. New market data
    • 30. Educational content
    • 31. Top-notch blog posts</li></li></ul><li>Create Great Content by Blogging<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    • 32. Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    • 33. Blogging Attracts More Visitors<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    • 34. 46% of companies who blog have gotten revenue<br />because of their blog.<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    • 35. Most Business Blogs Post Weekly<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    • 36. Blogging More Often Drives Results<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    • 37. Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
    • 38. It’s NOT About You… Ever<br />HubSpot.com/cartoons<br />
    • 39. Target Content to Your Personas<br />Kadient photo by: David Meerman Scott<br />
    • 40. Create an Engaging Presence<br />Events<br />Videos<br />Discussions<br />Photos<br />Blog Articles<br />
    • 41. Content Makes You Interesting<br />
    • 42. Blogging Brings Social Media Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
    • 43. Make Sharing Easy<br />
    • 44. Social Media is for Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    • 45. Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
    • 46. SEO Tips from Website Grader<br />Lessons from 2,084,563 websites<br />
    • 47. Google is Judge, Jury and Executioner<br />HubSpot.com/cartoons<br />
    • 48. SEO = Context and Authority<br />Ranking Algorithm:f(n): Context + Authority<br />
    • 49. On-Page SEO (Context)<br /><ul><li> Page Title
    • 50. Clean URL
    • 51. Headers & Content
    • 52. Description</li></li></ul><li>Attractive to Whom? (Context)<br />www.seo-browser.com<br />
    • 53. Authority is Determined by Links<br />
    • 54. More Content, Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />
    • 55. Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
    • 56. Calls to Action on All Content<br />
    • 57. Landing Pages<br />
    • 58. Track Your Conversion Rate<br />
    • 59. By the time there is a <br />case study in your specific industry, it&amp;apos;s going to be way too late for you to catch up.<br />-- Seth Godin<br />Source: http://sethgodin.typepad.com/seths_blog/2009/11/learning-by-analogy.html<br />Inbound Marketing Case Studies<br />
    • 60. Case Study: Reynolds Golf Academy<br />
    • 61. Results for Reynolds Golf<br />Monthly Traffic and Leads<br />Blog Subscribers<br />
    • 62. Results for Reynolds Golf<br />Increased traffic and lead volume by over 50x<br />Accumulated over 300 blog subscribers <br />Attracted 4,191 inbound links from over 230 domains<br />The website&amp;apos;s traffic rank has improved from 5.9 million to between 1 million and 2 million<br />
    • 63. Case Study: Palomar Technologies<br />
    • 64. Results for Palomar Technologies<br />Monthly Traffic<br />Google Referrers<br />
    • 65. Results for Palomar Technologies<br />Increased lead flow over 100%<br />Increased organic search traffic more than 50%<br />
    • 66. Case Study: Movative<br />
    • 67. Results for Modative<br />Google Referrers<br />Blog Subscribers<br />
    • 68. Results for Modative<br />Increased organic search traffic more than 150%<br />Increased lead flow and inquiries<br />
    • 69. Case Study: Cilk Arts, Inc.<br />Multicore programming software tools<br />Open source business model<br />Big bet on Inbound Marketing<br />No sales people<br />Hired 1 marketer 8 months before product shipped<br />Blog as primary marketing vehicle<br />Entire team contributed (~1 post / week)<br />
    • 70. Results for Cilk Arts<br />Reached over 100,000 developers<br />Traffic and awareness matched or exceeded competitors<br />Adoption at &amp;gt;250 universities worldwide<br />&amp;gt;3,000 leads<br />Update: Cilk Arts acquired by Intel in July 2009<br />
    • 71. Get the whole team engaged<br />Don’t obsess over <br /># of comments<br />Don’t know ahead of time which topics will strike a chord<br />Links drove our search engine rank<br />
    • 72. Recommendations from Cilk Arts<br />Get your whole organization engaged in contributing content<br />Be real, be genuine, personality is good<br />Build an editorial calendar with a broad set of interesting, valuable content<br />Leverage content in many other ways<br />
    • 73. Inbound Marketing Summary<br />Convert<br />
    • 74. Suggested Next Steps<br />Read the “Inbound Marketing” Book<br />Grade your website: www.WebsiteGrader.com<br />Additional Free Resources: www.HubSpot.com/marketing-hubs<br />
    • 75. Q &amp; A<br />HubSpot Free Trial: www.HubSpot.com/free-trial<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />
    • 76. Appendix<br />
    • 77. Case Study: BlendTec - Will It Blend?<br />Videos + Social Media<br />200,000 YouTube subscribers<br />500+ Facebook groups<br />5 Digg front page stories<br />48,000 inbound links<br />5x Sales Increase<br />
    • 78. Case Study: Website Grader<br />Free interactive tool<br />2.0 million URLs<br />40,000 inbound links<br />5,000 websites w/ badge &amp; link<br />4,500 Del.icio.us bookmarks<br />Great PR coverage (TechCrunch, RWW)<br />50,000+ visitors from StumbleUpon<br />100,000+ opt-in emails &amp; leads<br />
    • 79. Case Study: HubSpot TV<br />Weekly video podcast<br />80-100 live viewers<br />1-2K views / episode<br />Top 5 marketing podcast in iTunes<br />70,000 views in first year<br />Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan<br />
    • 80. Case Study: B2B Music Video<br />http://www.youtube.com/watch?v=4-lGe5MnBlY<br />
    • 81. Case Study: B2B Music Video<br /><ul><li>Video</li></ul>40,000 views first week<br />10,000 views first day<br /><ul><li>Social Media</li></ul>#1 source = StumbleUpon<br />#2 source = Twitter<br />#3 source = Facebook<br /><ul><li>SEO</li></ul>Page 1 for “inbound marketing”<br />50+ inbound links to blog article<br />
    • 82. Case Study: HubSpot Blog<br />Top 3 source of leads<br />~10% visit company website<br />~10-20% lead conversion rate<br />
    • 83. Blog Article Performance Metrics<br />
    • 84. Blogging is Key for SEO and Social<br />25-30% of visitors from SEO<br />Google is 90% of our SEO traffic<br />20-25% of visitors from social media<br />Stumbleupon<br />Twitter<br />Facebook<br />Reddit<br />Delicious<br />Digg<br />LinkedIn<br />Friendfeed<br />
    • 85. Analysis and Measurement<br />Flickr: akisra<br />
    • 86. Traffic<br />
    • 87. Leads<br />
    • 88. Sales<br />
    • 89. …By Channel or Source<br />Visitors<br />Leads<br />Sales<br />SEO<br />Social<br />Media<br />

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