Inbound Marketing Lead Generation - WOMMA

Inbound Marketingfor Lead Generation
Ilya Mirman
Twitter: @IlyaMirman
Mike Volpe
Twitter: @mvolpe

Twitter: @ilyamirman & @mvolpe
Slides: www.MikeVolpe.com/WOMMA
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Marketing is Changing
1950 - 2000
2000 - 2050

Outbound Marketing

Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson

The Good News…
Inbound Marketing:
Get Found using Google, Social Media and Blogs
Top 5 Web Marketing Book on Amazon
InboundBook.com

The Great News…
Source: survey of hundreds of businesses: HubSpot.com/ROI

Budget vs. Brains
Flickr: Refracted Moments
Flickr: Gaetoan Lee

“If you have more money than brains, use outbound marketing.
If you have more brains than money, use inbound marketing”
-- Guy Kawasaki

Questions to ask yourself...

Am I regularly creating new share-worthy content?

Am I promoting my content
in social media conversations?

Am I optimizing my content for search and social media?

Am I converting as
many visitors into
leads and sales as I can?

Stop thinking like a
marketer or advertiser.

Start thinking like a
publisher and socializer.

Cilk Arts, Inc*
Mission:
To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors.
Our Goal:
Owna multicore programming standard
Cilk++ Runtime on every processor
Cilk++ used by all C/C++ multi-coders
[*July 2009: Cilk Arts acquired by Intel]
17

Go To Market Approach
Open source business model
Low-touch, low-cost sales model
Broad awareness, trial, adoption
Big bet on Inbound Marketing
No sales people
Hired 1 marketer (me) 8 months before shipping product to implement Inbound Marketing approach
Blog as primary marketing vehicle
Entire team contributed (~1 post per week)
Helped us engage with the developers we hoped to serve; understand what content they’re interested in
18

Results
Reached over 100,000 developers
Traffic and awareness matched or exceeded competitors
>3,000 leads
>1,000 downloads
>6,200 inbound links
>600 blog subscribers
Adoption at >300 universities worldwide

Content is King
Blog was primary vehicle
Entire team contributed
Repurposed content in multiple ways
e-Book
Short YouTube videos
Online courses
2-day training workshop

Blog Metrics
Engaged entire team
Don’t know ahead of time which topics will strike a chord
Links drove search engine rank

Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Social Media
Engaged bloggers in industry and academia
Drove coverage, links, conference invites

Blogging Drives Social Success
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI

Thought Leadership & Awareness
Grew a loyal following:
> 6,200 inbound links
> 600 Blog subscribers
Inbound Links
Blog Subscribers

Organic SEO
Web site optimized for long tail of relevant search terms
40% of traffic from search
High rank for ~300 relevant phrases
Ongoing maintenance to optimize popular pages for key terms
Keywords w/high Google rank

Lead Capture
Translating content & traffic to Leads using Landing Pages

Lead Management
3000+ Leads
1 Sales & 1 Marketing person managed it all
Even engaged engineers with lead alerts
Key: Closed Loop Marketing & CRM Integration
Sales
Marketing

Lead Intelligence

published eBook;
Pilot campaign to quant finance community
Posted Cilk++ docs;
Pilot campaign to IEEE community
Visitors & Sources
Healthy mix of traffic from organic search and key social media sites

Inbound Marketing Lessons
Do…
Get your whole organization engaged in contributing content
Be real, be genuine
Build an editorial calendar with a broad set of interesting, valuable content, targeted at key personas
Leverage content in many ways (Blog, e-Books, Tutorials, YouTube, SlideShare, etc.)
Use Closed Loop Marketing to get a single view of your funnel so Sales & Marketing can work as an efficient team
Don’t…
…be a blatant, self-centered commercial
…focus on just one topic
…make your blog your only social media effort; instead, spend time on other blogs, community sites, and contribute
…worry about slow periods (# of visitors,# of subscribers, # of comments)

Inbound Marketing Summary
Convert

Suggested Next Steps
Read the “Inbound Marketing” Book
Grade your website: www.WebsiteGrader.com
Additional Free Resources: www.HubSpot.com/marketing-hubs

Q&A
These Slides: www.MikeVolpe.com/WOMMA
Ilya Mirman
Twitter: @IlyaMirman
Mike Volpe
Twitter: @mvolpe

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Inbound Marketing Lead Generation - WOMMA

by Mike Volpe on May 16, 2010

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