Inbound Marketing Works: Spend 60% Less on Lead Gen - HubSpot, Kirsten Knipp

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Inbound Marketing Works: Spend 60% Less on Lead Gen …

Inbound Marketing Works: Spend 60% Less on Lead Gen

Thousands of companies have proven that you can generate leads and drive sales at a 60% lower cost using inbound marketing to attract and convert customers. Hear success stories and learn specific tips on using blogs, social media, SEO, lead nurturing and analytics together as an inbound marketing strategy for radically improved marketing.


* Kirsten Knipp, Director of Product Evangelism, HubSpot (@kirstenpetra)

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  • Inbound Marketing Works: Spend 60% Less on Lead GenThousands of companies have proven that you can generate leads and drive sales at a 60% lower cost using inbound marketing to attract and convert customers. Hear success stories and learn specific tips on using blogs, social media, SEO, lead nurturing and analytics together as an inbound marketing strategy for radically improved marketing. 
  • More money than brains vs. more brains than money …. ???
  • http://www.flickr.com/photos/peterjlambert/97671748/
  • Blog post frequency to Customer Acquisition … more frequent blogging = more customers from blog.
  • http://www.orchestrateam.com/blogs/ten-free-online-tools-small-business
  • Capture: http://www.flickr.com/photos/dnevill/3466254892/ DAN sNurture: http://www.flickr.com/photos/pinksherbet/3370498053/ pink sherbet
  • If it looks like your website then … http://www.flickr.com/photos/cyberslayer/952121271/Howard_gees
  • CTAs on HPCTAs on every pageLanding Pages for every campaign & offer … if you are doing any Paid media, PPC, etc and you arent sending that traffic to a dedicated landing page, or a landing page with a custom URL – you are wasting your effort …
  • Capture: http://www.flickr.com/photos/dnevill/3466254892/ DAN sNurture: http://www.flickr.com/photos/pinksherbet/3370498053/ pink sherbet
  • You know your audience … you’ve captured their attention and by converting with you once, they have given you an idea of what they want to know about.Tailor your communication with them … if they downloaded something on social media – follow up with more social media related assets … if it was SEO or lead gen, then you should be sending different copy, content and offers …
  • Capture: http://www.flickr.com/photos/dnevill/3466254892/ DAN sNurture: http://www.flickr.com/photos/pinksherbet/3370498053/ pink sherbet
  • Both sides of the sales & marketing relationship have a responsibility – and you can help your sales team be successfulBy defining clear criteria or lead goals in the form of an SLA – Service level agreement … we only turn over about ¼ of the leads we generate to our sales team on a monthly basis … and of those – they should still be prioritized … And then giving sales people tools, like lead scoring or grading, to help them work their leads most efficiently Have an SLA & Give Sales Tools to Filter / Select5 Steps to Establishing A Sales and Marketing SLA  1.       Run a closed loop analysis on your historical inbound lead segments.  Calculate the profitability of each segment. 2.       Classify profitable lead segments as “workable leads”, which are ready for sales.  Filter out and/or nurture “non-workable leads”.  3.       Determine the number of “workable leads” per sales rep per month that marketing is accountable for.  This metric becomes your marketing SLA.4.       Define the number and frequency of attempts that sales will make against each “workable lead”.  This metric becomes your sales SLA.5.       Automate the daily monitoring of the process.  Key metrics to monitor are:a.       “Workable leads” produced per sales rep, month to dateb.      Attempts per “workable lead”c.       Connect rate per “workable lead”d.      Conversion rate to forecasted pipeline per “workable lead”Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5885/Improving-Sales-and-Marketing-Alignment-The-Marketing-and-Sales-SLA.aspx#ixzz0u4gxzceT
  • Once it is clear that sales should engage … you should be helping them leverage all the tools you’ve been using throughtout the marketing lifecycle to develop a personal relationship-give them access to all the leads data – what pages they’ve viewed, forms downloaded and even which email campaigns they’ve been sent-employ social crm by providing social media profiles when available so they can quickly see what is on a prospects mind both personally and professionally for rapport building and to understand the dynamics of their business … Once sales has connected – they can continue using and sharing material with the prospect that maybe they have not seen before and leverage all the great inbound content you’ve created … This is another phenomenal way that blog posts and webinars live on and provide value further down the sales cycle.
  • Finally – to pull it all together – marketers should be measuring their results … learning from them and taking action to execute even smarter growth strategies in the future.Here’s where thinking like a scientist really comes in … http://www.flickr.com/photos/marsdd/2986989396/ - mars discovery districthttp://www.flickr.com/photos/michigancommunities/4728050732/ - mmlflickr
  • Measure everything … you are part scientist – part anthropologist to crunch the data … come up with hypotheses around why a certain outcome occurred and then test that hypothesis again until you find a winning formula … then do it again …
  • Needs more images … Do you have an image of where you are presenting next …Or tweets / emails of folks who follow you?
  • Measure by source … and measure by campaign … combining your most effective channels with your most effective tactics brings the most bang for buck and you should know what they are … Results Speak Louder than WordsMeasuring success with HubspotOrganic traffic growth visual (attached to email)Tracking our competitors in HubspotDiscovering keywords with Hubspot and targeting them in blogsThought Leadership status within a huge industryGot attention of SAP, a Fortune 500 giantInbound Marketing > Twitter > Lead > $$$
  • It all comes back down to cost per lead … and finding the way to generate more, higher quality leads with less overall investment.
  • Finally – to pull it all together – marketers should be measuring their results … learning from them and taking action to execute even smarter growth strategies in the future.Here’s where thinking like a scientist really comes in … http://www.flickr.com/photos/marsdd/2986989396/ - mars discovery district
  • 86% experienced lead increases90% experienced a traffic increaseThat’s how you spend 60% less on lead generation …

Transcript

  • 1. Online Marketing Summit
    Austin | July 21, 2010
    Inbound Marketing:
    Spend 60% Less on Lead Gen
    Kirsten Knipp
    Director, Product Evangelism
    HubSpot
    @kirstenpetra
  • 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 new 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
    Analyze
    Convert
  • 17. Getting Found
    Create
    Optimize
    Promote
  • 18. Know your Audience
  • 19. Publish Everything
    Blog
    Podcast
    Videos
    Photos
    Presentations
    eBooks
    Webinars
    News Releases
  • 20. Share Everywhere
  • 21. Blogging Attracts More Visitors
    Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
  • 22. 46% of companies who blog have gotten revenue
    because of their blog.
  • 23. Blog More to Increase Results
    Source: survey of hundreds of businesses: www.HubSpot.com/ROI
  • 24. Don’t Create Content Alone
  • 25. Hire Content Creators
  • 26. Getting Found
    Create
    Optimize
    Promote
  • 27. SEO Tips from Website Grader
    Lessons from 2,345,619 websites
  • 28. Ranking Algorithm:f(n): Context + Authority
  • 29. Context from On-Page SEO
    Page Title
    Clean URL
    Headers & Content
    Description
  • 30. Authority from Inbound Links
  • 31. Blogging Attracts Inbound Links
    Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
  • 32. Where is Search Headed?
  • 33. Where Everyone Else is Going
  • 34. SEO in 2010 & Beyond
    New Ranking Algorithm:f(n): Context + Authority
    + Social Graph
  • 35. Getting Found
    Create
    Optimize
    Promote
  • 36. It’s NOT About You… Ever
    www.HubSpot.com/cartoons
  • 37. What Gets Shared?
    Rarely
    Shared
    Frequently
    Shared
    • Product info
    • 38. Product documentation
    • 39. Company background
    • 40. New market data
    • 41. Educational content
    • 42. Top-notch blog posts
  • Content Makes You Interesting
  • 43. Make Sharing Easy
  • 44. Blogging Drives Social Success
    Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  • 45. 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 discussion
    Email from
    Website Form
    ...we have a free tool, can you mention our website and product?...
    We’ll mention you, you mention us
    Partner
    Links
    Mention in
    Newsletter
    $
    Unique Hubspot tokenized URL
    Web Lead via CTA
    Traffic to
    Orchestra.com
    Courtesy of HubSpot Customer:
    Lead Source: Newsletter via Hubspot Token
  • 46. Social Media = Leads & Sales
    Source: survey of hundreds of businesses: www.HubSpot.com/ROI
  • 47. Convert
    Capture
    Nurture
    Connect
  • 48. Recognize This?
    7/20/2010
    44
  • 49. Give Visitors a Direction
    ContentPages
    Home Page
    300+ Landing Pages
  • 50. Convert
    Capture
    Nurture
    Connect
  • 51. Keep in Touch with Something Interesting
  • 52. Keep in Touch via Preferred Channels
  • 53. Convert
    Capture
    Nurture
    Connect
  • 54. Deliver Quality & Help Sales Select
  • 55. Help your Sales Team Connect
  • 56. Analyze
    Measure
    Take Action
  • 57. Become a Marketing Scientist
  • 58. Qualitative: Blog & Brand-Social Reach
    Recognition | Industry Websites
    Thought Leadership Status
    Web 2.0 Penetration
    Recognition | Industry Leaders
    Courtesy of HubSpot Customer:
  • 59. Quantitative: Overall Reach
    Courtesy of HubSpot Customer:
  • 60. Measure Sources of Traffic, Leads & Sales
    Courtesy of HubSpot Customer:
  • 61. Find Low Cost & High Value Lead Sources
  • 62. Analyze
    Measure
    Take Action
  • 63. Invest More in What Works
  • 64. Skate to where the puck is . . .
  • 65. Read the “Inbound Marketing” Book
    www.InboundBook.com
    Grade your website: www.WebsiteGrader.com
    Check out more free resources: www.HubSpot.com/marketing-hubs
  • 66. Thank you!
    Contact Kirsten Knipp:
    • 1-888-HubSpot
    • 67. www.Twitter.com/kirstenpetra
    • 68. www.LinkedIn.com/in/kirstenpetra
    • 69. Company: www.HubSpot.com
    • 70. Blog: http://Blog.HubSpot.com
    • 71. Free Tool: www.WebsiteGrader.com
  • Thank You
    Visit
    www.onlinemarketingsummit.com
    for more information
    Follow us @OMSummit