Inbound Marketing. Leads at 60% Lower Cost for B2BEU

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Presentation describing what Inbound Marketing is and why practitioners can generate leads at 60% lower cost. Discusses the HubSpot methodology of "Get Found, Convert & Analyze" and how any marketer …

Presentation describing what Inbound Marketing is and why practitioners can generate leads at 60% lower cost. Discusses the HubSpot methodology of "Get Found, Convert & Analyze" and how any marketer can apply it to their business for improved marketing effectiveness and ROI.

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  • 1. Inbound Marketing: Spend 60% Less on Lead Gen Kirsten Knipp Director, Product Evangelism, HubSpot @kirstenpetra December 1, 2010
  • 2. The Bad News
  • 3. Traditional Marketing Is Hard 800-555-1234 Annoying Salesperson
  • 4. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
  • 5. The Market Is Here Now
  • 6. The Great News… Source: survey of hundreds of businesses: www.HubSpot.com/ROI
  • 7. Here’s Why
  • 8. Ask yourself …
  • 9. Am I regularly creating remarkable content?
  • 10. Am I optimizing my content for search and social media?
  • 11. Am I promoting my content via all channels, including social media?
  • 12. Am I converting as many visitors into leads and sales as I can?
  • 13. Am I analyzing the results to improve my marketing?
  • 14. Stop thinking like a marketer or advertiser.
  • 15. Start thinking part publisher, socializer & scientist.
  • 16. Get Found Convert
  • 17. Getting Found Create Optimize Promote
  • 18. Know your Audience
  • 19. Publish Everything • Blog • Podcast • Videos • Photos • Presentations • eBooks • Webinars • News Releases
  • 20. Grow Traffic with Remarkable Content • Blogging Attracts More Visitors Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
  • 21. 46% of companies who blog have gotten revenue because of their blog.
  • 22. More Content = More Leads & Sales • Blog More to Increase Results Source: survey of hundreds of businesses: www.HubSpot.com/ROI
  • 23. Getting Found Create Optimize Promote
  • 24. Two Sides of Optimization On-Page Off-Page
  • 25. How Google Weighs Optimization On Page (25%) Off Page (75%) Off-page optimization is critical
  • 26. How Do You Get Links? Create content worth linking to …
  • 27. Blogging Attracts Inbound Links Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
  • 28. Where is Search Headed?
  • 29. Where Everyone Else is Going
  • 30. SEO in 2010 & Beyond On-Page Off-Page Social Graph
  • 31. Getting Found Create Optimize Promote
  • 32. Listen & Engage • Social Media Monitoring … • Twitter • Facebook Discussions • LinkedIn Answers • What’s relevant in your country or industry?
  • 33. Build Networks, Share Content of Value
  • 34. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog po
  • 35. Make Sharing Easy
  • 36. How Can Sharing Deliver Leads? Blog Post Tweet Orchestra uses 10 FREE business tools to run our business. Check it out: http://bit.ly/8Wrel Joint effort Email from discussion Website Form We’ll mention you, you mention us ...we have a free tool, can you mention our website and product?... Partner Mention in Links Newsletter Unique Hubspot tokenized URL $ Web Lead via CTA Lead Source: Newsletter via Hubspot Token Traffic to Orchestra.com Courtesy of HubSpot Customer:
  • 37. Social Media Drives Leads • Twitter is largest category • >40% of HubSpot’s total social media leads
  • 38. Social Media Drives Sales Source: survey of hundreds of businesses: www.HubSpot.com/ROI
  • 39. Get Found Convert
  • 40. 40
  • 41. 41
  • 42. Recognize This? 42
  • 43. Give them Direction Home Page Content Pages 300+ Landing Pages
  • 44. Keep in Touch with Content & Offers
  • 45. Help your Sales Team Connect
  • 46. Get Found Convert
  • 47. Become a Marketing Scientist
  • 48. Qualitative: Blog & Brand-Social Reach Recognition | Industry Websites Thought Leadership Status Web 2.0 Penetration Recognition | Industry Leaders Courtesy of HubSpot Customer:
  • 49. Quantitative: Overall Reach Courtesy of HubSpot Customer:
  • 50. Measure Sources of Traffic, Leads & Sales Courtesy of HubSpot Customer:
  • 51. Invest More in What Works
  • 52. Final Thoughts
  • 53. Traditional Sales
  • 54. Inbound Sales & Marketing
  • 55. Can You Put the Pieces Together? d.j.k. on flickr
  • 56. HubSpot Puts the Pieces Together
  • 57. Additional Resources • Read “Inbound Marketing” Book www.InboundBook.com • Grade your website: www.WebsiteGrader.com • Check out more free resources: www.HubSpot.com/marketing-hubs Join the Inbound Marketing Workshop • Content & Call to Action Brainstorming • Landing Page Creation & Discussion
  • 58. Thank you! Contact Kirsten Knipp: •1-888-HubSpot •www.Twitter.com/kirstenpetra •www.LinkedIn.com/in/kirstenpetra •Company: www.HubSpot.com •Blog: http://Blog.HubSpot.com •Free Tool: www.WebsiteGrader.com