How to Create an Inbound Marketing Machine
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How to Create an Inbound Marketing Machine



Presentation at the Ektron Synergy 2012 conference in National Harbor, MD on Nov 8, 2012.

Presentation at the Ektron Synergy 2012 conference in National Harbor, MD on Nov 8, 2012.



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How to Create an Inbound Marketing Machine How to Create an Inbound Marketing Machine Presentation Transcript

  • How to Build anInbound Marketing Machine
  • The Traditional Playbook?Broken. 44% of direct mail is never opened 86% skip TV commercials 91% unsubscribe from emails 200 million say “Do Not Call”
  • The New PlaybookGet Found Convert Analyze
  • Example: How to Get Found Blogging and social media helped increase Thermo Fisher’s organic search traffic by 182%. Sonya Pelia Social Media & Search Engine Thermo Fisher Scientific
  • Example: How to Convert “By segmenting our CTAs in addition to our emails we saw a real [143%] increase in conversion rates.” David McCormick Director of Product Marketing Alpha Software
  • How toGet Found
  • Who Are You Trying toAttract? HubSpot’s Primary Persona (Marketing Mary) Holly Allison, VP, Marketing, Vico Software
  • The Keys to Getting Found SEO Social Media Blog
  • Blog: A Magnet for Visits …and Links and Likes
  • Blog Posts Are Lottery Tickets
  • 55% more website visitorsfor companies that blog.
  • Five Tips for Your Blog• Commit to 2 or 3 posts/week.• Put it on your company domain (e.g.,• Allow readers to subscribe via email.• Constantly experiment and measure content.• Be patient. It will take at least three months to get traction.
  • Social Media Essentials 1 Build Reach 2 Drive Engagement • Email list • Optimize for retweets • Website and mentions on Twitter • Partnerships • Optimize for likes, shares and comments on • Cross-promotion Facebook and LinkedIn (Edge Rank)
  • How Do You Optimize forSocial? It’s all about Content.
  • 79% more Twitter followersfor companies that blog.
  • Make your accountsmust-see-tvfor your persona.
  • Keys to On-Page SEO 1. Pick Your Keywords 2. Optimize Those Keywords
  • How to Optimize KeywordsWeb Page Optimization:•• Keywords in page title Use keywords in headlines and other page content 1 Page Title• Optimize description for increased click through 2 Headings & Content 3 Description
  • Marketing Grader• Free interactive tool• 4 million users• Great PR coverage• 50,000+ visitors from StumbleUpon• 500,000+ opt-in emails
  • Marketing Update Podcast• 1-2k views /episode• 300,000 total views• Top 5 marketing podcast in iTunes
  • B2B Music Videos• 10,000 views 1st day• Page 1 for “inbound marketing”• Page 1 for “marketing” on YouTube• 3x increase in searches for “inbound marketing”
  • Your Company Is aMedia Company
  • How toConvert
  • How Do You Build a List?
  • Give to Get Information
  • Mo Landing Pages,Mo Leads
  • The Traditional Viewof Contacts Referral Email Data Lead Offline Volume Info Funnel Web Volume Analytics
  • Get to Know YourContacts Found Email Site Via? Website Grade Offline Activity Form Data Twitter Funnel Facebook Stage Browsing History
  • Segmented & Personalized Email• Segment by Lifecycle Stage• Personalize by Name, Company, from Sales Rep, Industry, Geography
  • The Impact of Segmentation 3.1% CTR 3.6% CTR 4.0% 3.5% 3.0% CTR 2.5%
  • Use Progressive FormsFirstCompletion.
  • Use Progressive FormsSecondCompletion.
  • Segment & Personalize YourWebsite
  • How toAnalyze
  • Set Clear, MeasureableGoals
  • Measure Each Stage & Asset
  • Measure Each Stage & Asset
  • Ultimately, Focus onthe Funnel
  • Final thought …
  • It’s Hard to Tie It All Together
  • My Pockets Circa 2005
  • Now I Only Need This
  • Now Marketers Only Need This +
  • Rick Burnes Thank You! 44