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Inbound Marketing & Content:  The Playbook for Success
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Inbound Marketing & Content: The Playbook for Success

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This presentation was presented by Rick Burnes, Director of Product Marketing for Hubspot (@rickburned) at the PR Newswire & Business Development Institute Content Marketing & Communications …

This presentation was presented by Rick Burnes, Director of Product Marketing for Hubspot (@rickburned) at the PR Newswire & Business Development Institute Content Marketing & Communications Leadership Forum in Boston on August 2, 2012. Conversation around this presentation can be found on Twitter by searching #PRNBDI

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  • Source: survey of hundreds of businesses: HubSpot.com/ROI
  • Source: Data from over 2,000 businsses - http://bit.ly/a6SrWh
  • Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • Source: Data from over 2,000 businsses - http://bit.ly/a6SrWh
  • For each of the metrics that you track, you need to set a goal or target for the future time periods. Even if inaccurate, it helps you target growth rates and figure out how fast you can grow.
  • Transcript

    • 1. Inbound Marketing& Content: ThePlaybook for Success Rick Burnes (@rickburnes) Director of Product Marketing HubSpot
    • 2. Marketing Email Automation? Marketing? Landing Pages? SEO? Big Data? ContentFacebook? Marketing? Blogging? LinkedIn?
    • 3. Marketing today is like findingA taxi at the airport in Nairobi.
    • 4. Examples of Success
    • 5. Average Inbound Marketing Results 32% 17% Increase Monthly Traffic in Leads Growth Per Month
    • 6. Customer Acquisition via Social 57% 48% 57% 42%
    • 7. Example of Results – Customer Growth 5961 3855 1150 317 48 3 2006 2007 2008 2009 2010 2011
    • 8. Example of Results – Lead Generation
    • 9. Why All the Noise?
    • 10. For decades, marketing focusedon pushing messages out.
    • 11. 86% skip TV ads 44% of direct mail is never opened 91% unsubscribe200mSay DO NOT CALL 12
    • 12. Be more inbound todraw people in atall stages of thesales andmarketing process.
    • 13. HERE’S THEBIG IDEA:
    • 14. Renting an Audience…
    • 15. … vs Building Assets
    • 16. ThePlaybook
    • 17. HowInboundMarketingWORKS.
    • 18. 1 Get Found ( INBOUND ) MARKETING 2 Convert 3 Analyze
    • 19. 1 Get Found73%of B2B executives usesearch engines to findgoods & services fortheir business.
    • 20. Personas
    • 21. Build Marketing Assets • Blog • Free Tools • Podcast • Videos • Photos • Presentations • eBooks • News Releases
    • 22. Optimize for Search and Social
    • 23. Marketing Grader• Free interactive tool• 4 million users• Great PR coverage• 50,000+ visitors from StumbleUpon• 500,000+ opt-in emails
    • 24. Blog.HubSpot.com
    • 25. MarketingUpdatePodcast• 1-2k views /episode• 300,000 total views• Top 5 marketing podcast in iTunes
    • 26. 55% more website visitorsfor companies that blog.
    • 27. 79% more Twitter followers for companies that blog.Image credit: netzkobold
    • 28. 2 Convert
    • 29. Targeted Calls-to-Action on All Content
    • 30. 1,200 Landing Pages
    • 31. 50-90 Targeted eMails/Month
    • 32. 10+ Behavior-Based Lead Nurturing Series
    • 33. 3 Analyze
    • 34. Measure each stageof your sales& marketingprocess. VISITS PROSPECTS LEADS WO. LEADS OPPS CUST
    • 35. Set targets for each key metric.
    • 36. Measure progress DAILY. 100% 80% % Progress to Goal 60% Actual Goal 40% 20% 0% 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 Business Days Left in Month
    • 37. BEFORE IGO…PLEASEREMEMBER
    • 38. Do the Work. Build anAsset.
    • 39. Thank You Slides & More:All-in-One http://bit.ly/talkhubspotMarketing Software Free & Instant Assessment of Rick Burnes Twitter.com/rickburnes Your Marketing: Linkedin.com/in/rickburnes http://Marketing.Grader.com rburnes@HubSpot.com www.HubSpot.com 40

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