Inbound Marketing:
Spend 60% Less on Lead Gen

Kirsten Knipp
Director, Product Evangelism, HubSpot
@kirstenpetra
December ...
The Bad News
Traditional Marketing Is Hard

        800-555-1234
        Annoying
        Salesperson
The Good News…
       Inbound Marketing:
       Get Found using Google,
       Social Media and Blogs


         Top 5 Web...
The Market Is Here Now
The Great News…




     Source: survey of hundreds of businesses: www.HubSpot.com/ROI
Here’s Why
Ask yourself …
Am I regularly creating
 remarkable content?
Am I optimizing
     my content for
search and social media?
Am I promoting
my content via all channels,
 including social media?
Am I converting as
   many visitors into
leads and sales as I can?
Am I analyzing the results to
 improve my marketing?
Stop thinking like a
marketer or advertiser.
Start thinking part publisher,
    socializer & scientist.
Get Found
 Convert
Getting Found


 Create


 Optimize


 Promote
Know your Audience
Publish Everything
•   Blog
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   Webinars
•   News Releases
Grow Traffic with Remarkable Content

• Blogging Attracts More Visitors




               Source: Data from over 1,500 bu...
46% of companies who blog
   have gotten revenue
  because of their blog.
More Content = More Leads & Sales

        • Blog More to Increase Results




              Source: survey of hundreds of...
Getting Found


 Create


 Optimize


 Promote
Two Sides of Optimization




On-Page           Off-Page
How Google Weighs Optimization


             On
           Page
           (25%)

                     Off
              ...
How Do You Get Links?




Create content worth linking to …
Blogging Attracts Inbound Links




             Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
Where is Search Headed?
Where Everyone Else is Going
SEO in 2010 & Beyond




On-Page    Off-Page   Social Graph
Getting Found


 Create


 Optimize


 Promote
Listen & Engage




• Social Media Monitoring …
• Twitter
• Facebook Discussions
• LinkedIn Answers
• What’s relevant in y...
Build Networks, Share Content of Value
What Gets Shared?

Rarely                          Frequently
Shared                             Shared




• Product info...
Make Sharing Easy
How Can Sharing Deliver Leads?
Blog Post
                                                                  Tweet

        ...
Social Media Drives Leads




• Twitter is largest category
• >40% of HubSpot’s total social media leads
Social Media Drives Sales




         Source: survey of hundreds of businesses: www.HubSpot.com/ROI
Get Found
 Convert
40
41
Recognize This?




42
Give them Direction
Home Page         Content Pages




     300+ Landing Pages
Keep in Touch with Content & Offers
Help your Sales Team Connect
Get Found
 Convert
Become a Marketing Scientist
Qualitative: Blog & Brand-Social Reach
  Recognition | Industry Websites   Thought Leadership Status




                 ...
Quantitative: Overall Reach




                          Courtesy of
                       HubSpot Customer:
Measure Sources of Traffic, Leads & Sales




                                 Courtesy of
                              H...
Invest More in What Works
Final Thoughts
Traditional Sales
Inbound Sales & Marketing
Can You Put the Pieces Together?




                              d.j.k. on flickr
HubSpot Puts the Pieces Together
Additional Resources
• Read “Inbound Marketing” Book www.InboundBook.com
• Grade your website: www.WebsiteGrader.com
• Che...
Thank you!
Contact Kirsten Knipp:
•1-888-HubSpot
•www.Twitter.com/kirstenpetra
•www.LinkedIn.com/in/kirstenpetra
•Company:...
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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 can apply it to their business for improved marketing effectiveness and ROI.

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Transcript of "Inbound Marketing. Leads at 60% Lower Cost for B2BEU"

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

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