Inbound marketing differs from social media marketing and content marketing in really important ways. Learn more about how to use it to sustainably grow your business. Includes BONUS content from our Marketing Facts vs Fantasies eBook...

1. Business
of Social
What B2B and B2C software
companies need to know about social
media.
Laura Fitton @pistachio
pistachio@HubSpot.com

2. Laura @Pistachio Fitton
“Excited & geeky about
where all this leads!" Twitter
for
Dummie
s
Inbound
Marketing
Evangelis
t
86,000
Twitter
@pistachio Founder Readers
(acq. By HubSpot)

3. Laura Fitton, May 2007
Homebound mom.
Two kids under two.
Where do
I upgrade
my
browser?
What’s
Web 2.0?
Twitter
is
Dumb!
NO business
network in Boston

6. “Laura Fitton… has
thousands of people
following her on Twitter.
…by consistently
touching a tribe of
people with generosity
and insight, she’s
earned the right to lead”
-Seth Godin, Tribes

8. Founder/CEO oneforty.com

9. How did
THAT
Happen??!
Photo: http://www.flickr.com/photos/furryscalyman/

11. If you have more money than
brains, you should focus on
outbound marketing. If you have
more brains than money, you
should focus on inbound
marketing.
GUY KAWASAKI
FORMER CHIEF EVANGELIST, APPLE
CO-FOUNDER, ALLTOP.COM
Image Credit: RangerRick

12. Marketing was
about
pushing
messages out.

13. 13

14. 25%
of your list
expires each
91%
year
86% unsubscribe
skip TV ads
Email usage is
declining by as
much as
44% 59%
of direct mail is
2/3
never opened
on FTC’s
DO NOT CALL
list
14

15. Today it’s about
pulling
people in.

16. Less of this.
25%
of your list
expires each
91%
year
86% unsubscribe
skip TV ads
Email usage is
declining by as
much as
44% 59%
of direct mail is
2/3
never opened
on FTC’s
DO NOT CALL
list
16

17. More of this.
17

20. The balance of power shifted
mere mortal

22. Influence (WAS)
Attract attention to
yourself

23. Influence (IS)
Provide attention &
value to others

24. The Message is
the Influencer.
http://twitpic.com/135xa by @JKrums

25. Any to Many

28. Social Media
Marketing
in 2 Words…

29. Be
Useful!

30. Image: http://inay.org

32. When I grow up
I don’t want to be a
lead!
32

33. Social Media
Marketing
in 4 Words…

34. Listen.
Learn.
Care.
Serve.

35. http://bit.ly/inbound101
3 Steps:
1 2 3
Measure
Get Found Convert What
Matters

36. Get
1 Found

37. Websit Blog SEO Social Blog
Media PPC Creation
e
Landin Lead Lead Press
Nuturing Email Mgmt Webinars Releases
g
Pages
Analytic A/B Test Mobile Sales CRM Your Idea
s Intel

38. Have more fun!
Try more things.

39. Don’t be afraid to polarize

41. Either write something worth reading or
do something worth writing about.
BENJAMIN FRANKLIN
Image Credit:
lhalstead

42. 2 Convert

43. Websit Blog SEO Social Blog
Media PPC Creation
e
Landin Lead Lead Press
Nuturing Email Mgmt Webinars Releases
g
Pages
Analytic A/B Test Mobile Sales CRM Your Idea
s Intel

44. More of this.
44

45. Measure
3 What
Matters

46. Websit Blog SEO Social Blog
Media PPC Creation
e
Landin Lead Lead Press
Nuturing Email Mgmt Webinars Releases
g
Pages
Analytic A/B Test Mobile Sales CRM Your Idea
s Intel

47. You don’t just want a following.
47

48. You want
screaming, ravin
g fans

49. Marketing
is a Mess.

50. HubSpot
consolidates all
the best inbound
marketing methods
in one spot

51. 300
employee
s
$65M
Google
Ventures
Sequoia
5400 Salesforce.com
customers

52. INSPIRED?
Start working on your success
story. Sign up for a HubSpot
free trial and see how the
integration of content creation,
engagement and analytics
leads to awesome marketing
results.
Learn more today!
http://bit.ly/inbound101
Thank you! Laura Fitton @pistachio
pistachio@HubSpot.com

53. Unicorns
live in a
fantasy
world.

54. MARKETING EXECS
CAN’T AFFORD TO.

55. LET’S SEPARATE
MARKETING
FACT

56. LET’S SEPARATE
MARKETING
FACT from
fantas
marketing

57. fantasy
marketing
If you give your
content away
for free,
prospects will
never buy your
full-fledged
offering.
57

58. “Free trials” are
an excellent way
to demonstrate
the value of your
product &
increase
conversion.
MARKETING
FACT

59. “Free trials” are
an excellent way
to demonstrate
the value of your
product &
increase
conversion.
Sharing
free, relevant
MARKETING
content online
FACT
helps search
engines
—& prospects—
find you.

60. fantas
marketing
y
Blogging is overrated
& not particularly effective
for marketing.
60

61. MARKETING Companies
FACT that blog get
55%
more web traffic
than those
that don’t.

62. MARKETING Companies
FACT that blog get
55%
more web traffic
than those
that don’t.
They also get
70%more
leads

63. MARKETING Companies
FACT that blog get
55%
more web traffic
than those
that don’t.
57%
They also get
70%more of companies
leads have acquired a
customer through
their blog.

64. fanta
marketing
sy B2B companies
don’t need to
waste their time on

65. MARKETING
FACT
39%
of B2B companies
using Twitter have
acquired new
customers from it.

66. MARKETING
FACT 41%
of B2B companies
using Facebook
have acquired new
customers from it.
39%
of B2B companies
using Twitter have
acquired new
customers from it.

67. fantmarketing
asy
You can rely on email to
be the workhorse of
your online marketing
efforts.
67

68. MARKETING
FACT
Your email
database
expires
at a rate of
25%
per year

69. MARKETING
Gmail Priority
Inbox & other
tools are pushing
your automated
FACT
emails to the
bottom of the
inbox.
Your email
database
expires
at a rate of
25%
per year

70. fantas
marketing
y
Email is still one of
the most effective
ways of communicating
with prospects.
70

71. MARKETING
FACT
Email usage
is declining
by as much as
59%
across all
age groups

72. MARKETING
FACT
US internet
users
3X more
spend
minutes on blogs
& social
networks than on
email
Email usage
is declining
by as much as
59%
across all
age groups

73. fantasy
marketing
Optimizing for
mobile devices
isn’t worth the
effort.
73

74. 35%
of Americans
own a
smartphone.
MARKETING
FACT

75. By YE2011,
that figure
will rise to
50%
35%
of Americans
own a
smartphone.
MARKETING
FACT

76. By YE2011,
that figure
will rise to
50%
86%
35%
of Americans
of C-level
executives
have
smartphones.
own a
smartphone.
MARKETING
FACT

77. By YE2011,
that figure
will rise to
50%
86%
35%
of Americans
of C-level
executives
have
smartphones.
own a
smartphone.
The majority of
MARKETING
them say it’s their
primary
FACT
communication
tool.