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How to Build anInbound Marketing Machine
The Traditional Playbook?Broken.            44% of direct mail is never opened            86% skip TV commercials         ...
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%.       ...
Example: How to Convert “By segmenting our CTAs in addition to our emails we saw a real [143%] increase in conversion rate...
How toGet Found
Who Are You Trying toAttract?                        HubSpot’s Primary                        Persona (Marketing Mary)    ...
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.,  hubspot.com).• Allow readers ...
Social Media Essentials 1   Build Reach            2   Drive Engagement     •    Email list            • Optimize for retw...
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 c...
Marketing Grader• Free interactive tool• 4 million users• Great PR coverage• 50,000+ visitors from  StumbleUpon• 500,000+ ...
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 i...
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     ...
Get to Know YourContacts                    Found                                        Email                           S...
Segmented &    Personalized Email•   Segment by Lifecycle    Stage•   Personalize by Name,    Company, from Sales Rep,    ...
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!Twitter.com/rickburnesrburnes@hubspot.comwww.hubspot.com                    ...
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How to Create an Inbound Marketing Machine

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

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Transcript of "How to Create an Inbound Marketing Machine"

  1. 1. How to Build anInbound Marketing Machine
  2. 2. 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”
  3. 3. The New PlaybookGet Found Convert Analyze
  4. 4. 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
  5. 5. 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
  6. 6. How toGet Found
  7. 7. Who Are You Trying toAttract? HubSpot’s Primary Persona (Marketing Mary) Holly Allison, VP, Marketing, Vico Software
  8. 8. The Keys to Getting Found SEO Social Media Blog
  9. 9. Blog: A Magnet for Visits …and Links and Likes
  10. 10. Blog Posts Are Lottery Tickets
  11. 11. 55% more website visitorsfor companies that blog.
  12. 12. Five Tips for Your Blog• Commit to 2 or 3 posts/week.• Put it on your company domain (e.g., hubspot.com).• Allow readers to subscribe via email.• Constantly experiment and measure content.• Be patient. It will take at least three months to get traction.
  13. 13. 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)
  14. 14. How Do You Optimize forSocial? It’s all about Content.
  15. 15. 79% more Twitter followersfor companies that blog.
  16. 16. Make your accountsmust-see-tvfor your persona.
  17. 17. Keys to On-Page SEO 1. Pick Your Keywords 2. Optimize Those Keywords
  18. 18. 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
  19. 19. Marketing Grader• Free interactive tool• 4 million users• Great PR coverage• 50,000+ visitors from StumbleUpon• 500,000+ opt-in emails
  20. 20. Marketing Update Podcast• 1-2k views /episode• 300,000 total views• Top 5 marketing podcast in iTunes
  21. 21. 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”
  22. 22. Your Company Is aMedia Company
  23. 23. How toConvert
  24. 24. How Do You Build a List?
  25. 25. Give to Get Information
  26. 26. Mo Landing Pages,Mo Leads
  27. 27. The Traditional Viewof Contacts Referral Email Data Lead Offline Volume Info spamtrap@gmail.com Funnel Web Volume Analytics
  28. 28. Get to Know YourContacts Found Email Site Via? Website Grade Offline Activity Form Data Twitter Funnel Facebook Stage Browsing History
  29. 29. Segmented & Personalized Email• Segment by Lifecycle Stage• Personalize by Name, Company, from Sales Rep, Industry, Geography
  30. 30. The Impact of Segmentation 3.1% CTR 3.6% CTR 4.0% 3.5% 3.0% CTR 2.5%
  31. 31. Use Progressive FormsFirstCompletion.
  32. 32. Use Progressive FormsSecondCompletion.
  33. 33. Segment & Personalize YourWebsite
  34. 34. How toAnalyze
  35. 35. Set Clear, MeasureableGoals
  36. 36. Measure Each Stage & Asset
  37. 37. Measure Each Stage & Asset
  38. 38. Ultimately, Focus onthe Funnel
  39. 39. Final thought …
  40. 40. It’s Hard to Tie It All Together
  41. 41. My Pockets Circa 2005
  42. 42. Now I Only Need This
  43. 43. Now Marketers Only Need This +
  44. 44. Rick Burnes Thank You!Twitter.com/rickburnesrburnes@hubspot.comwww.hubspot.com 44
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