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@RyanBonnici | #GrowWithHubSpot | @HubSpot
GROW WITH
HUBSPOT
#GrowWithHubSpot
SYDNEY
@RyanBonnici | #GrowWithHubSpot | @HubSpot
I’m @RyanBonnici
Marketing Director
Hi!
@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot
TODAY’S 

AGENDA!
@RyanBonnici | #GrowWithHubSpot | @HubSpot
INSERT YOUR HEADSHOT/
Users/rbonnici/
rbonnici@hubspot.com/
Headshot - LQ.png
INBOUND
MARKETING:
PAST, PRESENT, FUTURE
Why Inbound, How it Works, &
The Inbound Marketing Funnel
@RyanBonnici | #GrowWithHubSpot | @HubSpot
HOW TO TURN STRANGERS 

INTO WEBSITE VISITORS
Niti Shah 

HubSpot | @NitiFromBoston
Convert Leads
Close Customers
Attract Visitors
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Attract VisitorsAttract Visitors
Convert Leads
Close Customers
HOW TO CONVERT
VISITORS INTO LEADS
James Gilbert

HubSpot | @jatgilbert
Convert Leads
@RyanBonnici | #GrowWithHubSpot | @HubSpot
20 MINUTE BREAK
@RyanBonnici | #GrowWithHubSpot | @HubSpot
HOW TO TURN 

LEADS INTO CUSTOMERS
Rosalia Cefalu

HubSpot | @RosaliaCef
Convert Leads
Close Customers
Attract Visitors
@RyanBonnici | #GrowWithHubSpot | @HubSpot
SPECIAL
GUESTS!
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Inbound Marketing Success Panel
HubSpot Customer & Partner Showcase
Andrea Hoymann
Head of Content
Karin Cahill
Digital Marketing Manager
Caroline Halliday
Director of Consumer Marketing
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Kipp Bodnar
Chief Marketing Officer
The Future of Marketing
Peter Roper
Editor
Fireside Chat with HubSpot CMO, Kipp Bodnar
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Ryan Bonnici

HubSpot | @RyanBonnici
Convert Leads
Close Customers
Attract Visitors
KEY TAKEAWAYS FROM

GROW WITH HUBSPOT
INSERT YOUR HEADSHOT/
Users/rbonnici/
rbonnici@hubspot.com/
Headshot - LQ.png
@RyanBonnici | #GrowWithHubSpot | @HubSpot
NETWORKING
LUNCH
@RyanBonnici | #GrowWithHubSpot | @HubSpot
You’ll receive all slides + links 

to all resources mentioned.
Follow up
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Please silence your
mobile phone.
BUT FEEL FREE
TO TWEET THE
GOOD STUFF.
#GrowWithHubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot
WE’RE ON SNAPCHAT
@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot
BEGIN?
WESHALL
@RyanBonnici | #GrowWithHubSpot | @HubSpot
VS
OUTBOUND

MARKETING
INBOUND

MARKETING
@RyanBonnici | #GrowWithHubSpot | @HubSpot
THEN
• Advertisers had all the control.
• Consumers were bombarded

with ads & pamphlets trying

to sell them many products.
• While they didn’t like this,

they couldn’t do anything 

about it.
@RyanBonnici | #GrowWithHubSpot | @HubSpot
NOW
• The buyer is in control

and has much more power.
• They have all the tools at 

their disposal to do their 

own research.
• They’re able to make 

their own decision on your

product / service without you.
@RyanBonnici | #GrowWithHubSpot | @HubSpot
BROKEN
The old playbook is
are on do 

not call lists
direct mail is

never opened
unsubscribe

from email
skip 

TV ads
48%20%91%83%
@RyanBonnici | #GrowWithHubSpot | @HubSpot
The biggest problem

with the old playbook is that
it fights for people’s attention
by interrupting them.
Seth Godin (1998!)
“
@RyanBonnici | #GrowWithHubSpot | @HubSpot
ATTRA TING
ATTENTIONis better than than renting it with ads
@RyanBonnici | #GrowWithHubSpot | @HubSpot
ATTRA TING
ATTENTION
requires you to 

provide something 

people will love
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Blogs
In the world of digital,
people love content.
@RyanBonnici | #GrowWithHubSpot | @HubSpot
DEC 2013 DEC 2015
HERE’S A BLOG
POST FROM 2013
Look how much traffic 

it is still getting 2 years
later (& continues to get)
@RyanBonnici | #GrowWithHubSpot | @HubSpot
12,000
SEARCHES
for press release
template per month
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Blog Posts &
Web Content
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks
Software
& Tools
In the world of digital,
people love content.
@RyanBonnici | #GrowWithHubSpot | @HubSpot
+
All-in-one

inbound marketing

and sales software.
We attract 6M+ marketers 

per month through content.
What do all marketers 

really want to know?
HOW GOOD IS 

MY WEBSITE?
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Open web app
website.grader.com2.
1.
@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Take a screenshot
Tweet screenshot +
#GrowWithHubSpot
2.
1.
@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Who had the 

best website?
@RyanBonnici | #GrowWithHubSpot | @HubSpot
That was an example of a
FREE TOOL
FOR B2B
@RyanBonnici | #GrowWithHubSpot | @HubSpot
But what about
FREE TOOLS
FOR B2C?
@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Convert leads with
personalised content
experiences
Close customers with
personalised mktg.
automation
Attract visitors with their 

web & blog content
@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Convert leads with
personalised content
experiences
Close customers with
personalised mktg.
automation
Attract visitors with their 

web & blog content
@RyanBonnici | #GrowWithHubSpot | @HubSpot
DIGRESSBUT I
@RyanBonnici | #GrowWithHubSpot | @HubSpot
HELPS YOU GENERATE 

MORE OF WHAT YOU LOVE.
Creating content that people love,
@RyanBonnici | #GrowWithHubSpot | @HubSpot
HELPS YOU
GENERATE 

MORE OF WHAT
YOU LOVE.
Creating content
that people love,
TRAFFIC,
LEADS &
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Total blog posts
%LeadGrowth
Impact of total published blog posts on inbound leads
Read: leads increase as your content increases
MORE CONTENT 

= MORE LEADS
Leads
EffortEffort
@RyanBonnici | #GrowWithHubSpot | @HubSpot
The world’s fastest
growing companies
have realised it’s
smarter to attract
their customers vs.
interrupt them.
@RyanBonnici | #GrowWithHubSpot | @HubSpot
AIRBNB 

is one of the
fastest growing
worldwide p2p
businesses.
@RyanBonnici | #GrowWithHubSpot | @HubSpot
This is airbnb’s

PRODUCT
@RyanBonnici | #GrowWithHubSpot | @HubSpot
This is airbnb’s

CONTENT
@RyanBonnici | #GrowWithHubSpot | @HubSpot
This is airbnb’s

CONTENT
@RyanBonnici | #GrowWithHubSpot | @HubSpot
This is airbnb’s

CONTENT
@RyanBonnici | #GrowWithHubSpot | @HubSpot
$250M $900M
REVENUE IN 3 YEARS
@RyanBonnici | #GrowWithHubSpot | @HubSpot
HELPFUL 

CONTENT
SALES 

PITCH
@RyanBonnici | #GrowWithHubSpot | @HubSpot
NET-A-PORTER
is a global online 

fashion retailer 

that took high-end
online shopping to
new levels.
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Their audience 

was searching for
high-end fashion
online, but wasn’t
used to buying it 

there.
@RyanBonnici | #GrowWithHubSpot | @HubSpot
So they created
fashion content 

to satisfy their
customers online
search behaviour.
@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot
$0 $1.2B
ANNUAL REVENUE 

IN 10 YEARS
@RyanBonnici | #GrowWithHubSpot | @HubSpot
HELPFUL 

CONTENT
SALES 

PITCH
@RyanBonnici | #GrowWithHubSpot | @HubSpot
We’re an all-in-one
digital marketing
platform that
businesses use to
attract, convert 

& close customers.
@RyanBonnici | #GrowWithHubSpot | @HubSpot
This is our

PRODUCT
@RyanBonnici | #GrowWithHubSpot | @HubSpot
But we don’t talk about our
product very much. Instead,
we create content that helps
OUR IDEAL
CUSTOMER
DO THEIR
JOB BETTER.
@RyanBonnici | #GrowWithHubSpot | @HubSpot
This is our

CONTENT
@RyanBonnici | #GrowWithHubSpot | @HubSpot
This is our

CONTENT
@RyanBonnici | #GrowWithHubSpot | @HubSpot
This is our

CONTENT
@RyanBonnici | #GrowWithHubSpot | @HubSpot
WE’VE ALSO SEEN

FAST GROWTH.
*per month
CustomersLeads*Site visits*

6M+ 60K+ 18K+
@RyanBonnici | #GrowWithHubSpot | @HubSpot
HELPFUL 

CONTENT
SALES 

PITCH
@RyanBonnici | #GrowWithHubSpot | @HubSpot
HANDS UP 

IF YOU’RE
CURRENTLY
RENTING 

YOUR HOME
@RyanBonnici | #GrowWithHubSpot | @HubSpot
WOULD YOU

PREFER TO
OWN IT 

INSTEAD?* 

*VS. PAYING SOMEONE’S

HOME MORTGAGE FOR THEM?
@RyanBonnici | #GrowWithHubSpot | @HubSpot
SO, WHY WOULD YOU 

RENT YOUR MARKETING 

WHEN YOU CAN OWN IT?
80%
of our leads come
from content created 

over 30 days ago
Learn more about this research we did here: http://blog.hubspot.com/marketing/marketing-shutdown-im-nj
vs
@RyanBonnici | #GrowWithHubSpot | @HubSpot
#GrowWithHubSpot
NEXTUP
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
HOW TO TURN STRANGERS 

INTO WEBSITE VISITORS
Niti Shah 

HubSpot | @NitiFromBoston
Convert Leads
Close Customers
Attract Visitors
#GrowWithHubSpot
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
TOFU
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
Convert Leads
Close Customers
Attract Visitors Top of the funnel:
Any marketing
activities that
increase brand
awareness & traffic.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
attracts strangers to your website.
CONTENT
Presentations

& Ebooks
Videos &

Podcasts
Photos &

Infographics
Blogs
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
2.
1.
4.
3.Content Creation
Content Optimisation
Content Distribution
Content Analysis
AGENDA
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
CREATION
Content
1
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
are you creating
content for?
WHO
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
Create a Buyer
Persona based on
your ideal customer.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
AGENCY ADELINE
Demographics:
• Boutique Agency (5-20 employees)
• Account Manager
• Undergrad Degree
• 30, career-oriented
Goals:
• Grow revenue for agency
• Increase KPIs for clients
• Be recognised as a top agency
Challenges:
• Unpredictable amount of work
• Client retention
• Can’t find metrics to validate success
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
YOUR

BUYER

PERSONA

INFORMS

YOUR

STRATEGY:
Place Time
Content
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
COMPELLING?
What makes your content
Relevance Timeliness UniquenessValue
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
QUALITY CONTENT
Inspiration, empathy or utility
Talk to your customers…
Aspirations & goals Specific needs & utilityFrustrations & problems
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
• Free Whitepapers
• Free Guides & 

Tip Sheets
• Free eBooks
• Free Checklists
• Free Videos
• Free Kits 

(combo of above)
AWARENESS 

STAGE
1
• Free Webinars
• Case Studies
• Free Sample
• Product Spec
• Sheets Catalogs
CONSIDERATION

STAGE
2
• Free Trials
• Demos
• Free Consultations
• Estimates 

or Quotes
• Coupons
DECISION 

STAGE
3
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
GOOGLE TRENDS1.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
GOOGLE ALERTS2.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
BUZZSUMO3.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
HEADLINE ANALYSER4.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
GET IDEAS FROM 

REAL, LIVE HUMANS.
5.
Industry 

podcasts
FAQs from
customers 

(and those who didn’t
turn into customers)
Talk to

sales reps
Rants from 

executives
Internal 

documents
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
“
Marcus Sheridan
THEULTIMATE
STRATEGY IS
LISTENING
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
IN REVENUE
$1.2M
FROM ONE 

BLOG POST
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
OPTIMISATION
Content
2
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
LET’S START WITH YOUR BLOG
companies who blog
are 13x more likely to
achieve a positive ROI.
13x
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
HEADLINE
BODY COPY
CALL-TO-ACTION
CONTENT
The Anatomy of
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
HOOK YOUR
READER
WITH YOUR
HEADLINE
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
Too vague and 

I don’t want to click.
Too specific. 

I don’t need to click.
Just enough, and

I want to click.
LEVERAGE THE 

CURIOSITY GAP
Donald Trump says
“I want the middle
class to be tied to
the roof of my car.”
You will not believe
what Donald Trump
wants to do to you.
Donald Trump
says something
bad, again.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
TEST ON PAID SOCIAL MEDIA 

BEFORE YOU HIT “PUBLISH”
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
DON’T REINVENT
THE WHEEL.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
TAKE SUCCESSFUL CONTENT & 

CREATE A 10X BETTER VERSION.
Skyscraper technique:
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
Content length matters.
INCREASE YOUR
CHANCES OF
BEING FOUND
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
The average
content length 

for a web page
that ranks 

in TOP 10 is 

2000 WORDS.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
MAKE
CONTENT
EASY TO
READ
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
Source: Nielson Norman Group
79% of readers skim,
while only 16% read
every word on a page.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
MAKE CONTENT
EASY TO SHARE
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
WORD COUNT vs 

AVERAGE SOCIAL SHARES
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
MAKE YOUR CONTENT

MORE SHAREABLE
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
MAKE YOUR CONTENT

MORE SHAREABLE
There is a 

19% increase in
retweets when you
include a quote.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
MAKE YOUR CONTENT

MORE SHAREABLE
There is a 

17% increase in
retweets when you
include a stat.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
sharelinkgenerator.com
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
DISTRIBUTION
Content
3
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
SOCIAL MEDIA
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
2015 B2B Content Marketing Trends - North America: Content Marketing Institute / MarketingProfs
B2B CONTENT MARKETING 

SOCIAL MEDIA PLATFORM USAGE
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
VISUALS
MATTER. 

Try Canva 

for easy (free)
graphic creation.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
Use high-level
facts and stats
from your content
to grab audience
attention.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
REACH THE RIGHT AUDIENCE 

WITH TARGETED UPDATES
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
SHARE A 

VARIETY OF CONTENT
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
INCREASE REACH 

WITH BOOSTED POSTS
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
Keep Tweets
between 

120 and 130
characters.
Source: The Science of Social Media by Dan Zarrella
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
Tweet your links

at a slower pace.
Source: The Science of Social Media by Dan Zarrella
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
START DOING
CO-MARKETING
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
WHAT TO CONSIDER IN A 

CO-MARKETING PARTNERSHIP
Are they a non-competitive?
Do they have a similar target audience?
Do they have great content?
Do they have a large contacts database?
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
GET INFLUENCERS
INVOLVED
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
Source: Content Marketer’s Guide to Influencer Marketing
3% of people generate
of the impact online90%
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
Use email marketing
to leverage your
existing audience.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
ADD SHARING 

LINKS IN EMAIL
Share our story
TWEET ITPOST IT WHATSAPP
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
GET CREATIVE
and find other channels
that work for you.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
INSTAGRAM
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
QUORA
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
PRODUCTHUNT
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
SNAPCHAT
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
INBOUND.ORG
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
“
Herbert Krugman
PEOPLE NEED TO HEAR AND SEE 

THINGS 3 TO 5 TIMES FOR IT TO
AFFECT A BEHAVIOUR CHANGE.
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
ANALYSIS
Content
4
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
1. Traffic
2.
3. Engagement
Sources of traffic
@NitiFromBoston | #GrowWithHubSpot | @HubSpot@NitiFromBoston | #GrowWithHubSpot | @HubSpot
Track your
promotions with
tracking URLs
@NitiFromBoston | #GrowWithHubSpot | @HubSpot@NitiFromBoston | #GrowWithHubSpot | @HubSpot
What sources
are driving 

your traffic?
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
WHAT’S THE
ENGAGEMENT 

ON YOUR
CAMPAIGNS?
Email:
Facebook:
Twitter:
Landing page:
Open rate, click through rate,

unsubscribe rate, deliverability
Views, shares, likes, comments
Impressions, retweets, favourites
Traffic, submissions rate
@NitiFromBoston | #GrowWithHubSpot | @HubSpot
KEY TAKEAWAYS
3
Distribute
content on
multiple
channels
4
Always
measure
content
performance
1
Create 

ideal buyer
personas
2
Optimise 

for search,
reach &
readability
@RyanBonnici | #GrowWithHubSpot | @HubSpot
#GrowWithHubSpot
NEXTUP
@JATGilbert | #GrowWithHubSpot | @HubSpot
HOW TO CONVERT
VISITORS INTO LEADS
James Gilbert

HubSpot | @jatgilbert
Convert Leads
Close Customers
Attract Visitors
#GrowWithHubSpot
@JATGilbert | #GrowWithHubSpot | @HubSpot
No BusinessNo ConversionTraffic
@JATGilbert | #GrowWithHubSpot | @HubSpot
@JATGilbert | #GrowWithHubSpot | @HubSpot
Leads
MQLs
Subscribers
HOW

DO YOU

CONVERT

TRAFFIC?
@JATGilbert | #GrowWithHubSpot | @HubSpot
Leads
MQLs
Subscribers
HOW

DO YOU

CONVERT

TRAFFIC?
To establish a relationship

and open communication.
For blog subscribers you

want email address and

first name.
What you want
@JATGilbert | #GrowWithHubSpot | @HubSpot
Leads
MQLs
Subscribers
HOW

DO YOU

CONVERT

TRAFFIC?
To get data about the
person to further refine
your communication 

and begin to identify if
they are a fit.
Company name, 

job title, employee count
etc.
What you want
@JATGilbert | #GrowWithHubSpot | @HubSpot
Leads
MQLs
Subscribers
HOW

DO YOU

CONVERT

TRAFFIC?
A potential customer to
signal they want to begin
a sales conversation.
Filling out a contact
sales form, demo or
starting a trial.
What you want
@JATGilbert | #GrowWithHubSpot | @HubSpot
Leads
MQLs
Subscribers
GENERATING
@JATGilbert | #GrowWithHubSpot | @HubSpot
1
PLACE A “SUBSCRIBE” FORM
ON YOUR BLOG
@JATGilbert | #GrowWithHubSpot | @HubSpot
2
CREATE A BLOG SUBSCRIBER
LANDING PAGE
@JATGilbert | #GrowWithHubSpot | @HubSpot
S
3
TRY USING AN
EXIT POP-UP
@JATGilbert | #GrowWithHubSpot | @HubSpot
4
USE TWITTER CARDS FOR
2-CLICK SUBSCRIBES
@JATGilbert | #GrowWithHubSpot | @HubSpot
Leads
MQLs
Subscribers
CAPTURING
@JATGilbert | #GrowWithHubSpot | @HubSpot
1
HAVE A RELEVANT
ON BLOG POSTS.
CALL-TO-ACTION (CTA)
@JATGilbert | #GrowWithHubSpot | @HubSpot
2
HAVE THAT ‘CTA’ LEAD TO A
DEDICATED LANDING PAGE
@JATGilbert | #GrowWithHubSpot | @HubSpot
3
OPTIMISE YOUR
LANDING PAGES
@JATGilbert | #GrowWithHubSpot | @HubSpot
HEADER
• Logo
• Phone number
• No navigation
@JATGilbert | #GrowWithHubSpot | @HubSpot
TITLE
• Say what it is
• Begin with hook
• Don’t use fluff
@JATGilbert | #GrowWithHubSpot | @HubSpot
SUBHEAD
• Include benefit
• Personalise
@JATGilbert | #GrowWithHubSpot | @HubSpot
COPY
• Avoid dense
paragraphs
• Use bullet points
• Bold key points
@JATGilbert | #GrowWithHubSpot | @HubSpot
IMAGE
• Always include 

an image
• Make it vibrant
• Mobile-optimise
@JATGilbert | #GrowWithHubSpot | @HubSpot
FORM
• Begin with CTA
• Right # of fields
• Privacy policy
• Actionable button
@JATGilbert | #GrowWithHubSpot | @HubSpot
2
HAVE THAT ‘CTA’ LEAD TO A
DEDICATED LANDING PAGE
Conversion

increased

22%
@JATGilbert | #GrowWithHubSpot | @HubSpot
4VS
A/B TEST YOUR
LANDING PAGES
@JATGilbert | #GrowWithHubSpot | @HubSpot
4VS
A/B TEST YOUR
LANDING PAGES
WINNER
Conversion

increased

110%

in this test
@JATGilbert | #GrowWithHubSpot | @HubSpot
5ERROR RATE DECREASED FROM 60% TO 22%
FOCUS ON
QUALITY CONVERSIONS
@JATGilbert | #GrowWithHubSpot | @HubSpot
5
TOOLS CAN HELP
CONVERT LEADS TOO!
@JATGilbert | #GrowWithHubSpot | @HubSpot
Leads
MQLs
Subscribers
TURN LEADS INTO
@JATGilbert | #GrowWithHubSpot | @HubSpot
1LANDING PAGE (LP) THANK YOU PAGE (TYP)
DON’T STOP AT THE
LANDING PAGE
@JATGilbert | #GrowWithHubSpot | @HubSpot
2
GENERATE MQLS ON YOUR
THANK YOU PAGE
@JATGilbert | #GrowWithHubSpot | @HubSpot
2
OPTIMISE YOUR “THANK-YOU PAGE”
FOR THE RIGHT CONVERSIONS
@JATGilbert | #GrowWithHubSpot | @HubSpot
3EMAIL 1 EMAIL 2 EMAIL 3
NURTURE LEADS WITH
MARKETING AUTOMATION
@JATGilbert | #GrowWithHubSpot | @HubSpot
4OR
WINNING THE
EMAIL BATTLE GROUND
@JATGilbert | #GrowWithHubSpot | @HubSpot
Compelling Subject Line
CHECKLIST
@JATGilbert | #GrowWithHubSpot | @HubSpot
Compelling Subject Line
Sender Name
CHECKLIST
@JATGilbert | #GrowWithHubSpot | @HubSpot
Compelling Subject Line
Sender Name
Personalised Copy
CHECKLIST
@JATGilbert | #GrowWithHubSpot | @HubSpot
Compelling Subject Line
Sender Name
Personalised Copy
Call-To-Action
CHECKLIST
@JATGilbert | #GrowWithHubSpot | @HubSpot
Compelling Subject Line
Sender Name
Personalised Copy
Call-To-Action
Image
CHECKLIST
@JATGilbert | #GrowWithHubSpot | @HubSpot
Compelling Subject Line
Sender Name
Personalised Copy
Call-To-Action
Image
Unsubscribe Link
CHECKLIST
@JATGilbert | #GrowWithHubSpot | @HubSpot
5Potential customer

visits your site
Later, customer surfs the
web and sees your ad
Customer goes
back to your site
Potential customers
become paying customers
LEVERAGE
PAID RETARGETING
Ad was targeted 

to only your
website visitors
@JATGilbert | #GrowWithHubSpot | @HubSpot
6
REACH OUT TO
EXISTING LEADS
@JATGilbert | #GrowWithHubSpot | @HubSpot
Subscriber to lead
ratio
METRICS
MQL to customer ratio,
cost per lead, length of
sales cycle
Lead to customer
ratio, cost per lead,
length of sales cycle
Leads
MQLs
Subscribers
@JATGilbert | #GrowWithHubSpot | @HubSpot
162 

customers
requires
20,000 

visits
Visitors: 20,000
Customers: 162
2,400 - Leads
1,080 - MQLs
6,000 - Subscribers
40% Subscriber-
to-Lead
45% Lead-to-MQL
30% Conversion
Rate
15% MQL-to-Customer
REVERSE-ENGINEER YOUR FUNNEL
@JATGilbert | #GrowWithHubSpot | @HubSpot
FIND OUT WHAT YOU’RE 

WILLING TO PAY AT EACH STAGE
HOW MUCH IS A LEAD WORTH
TO YOU AT EACH STAGE?
Assuming the customer has a
lifetime profit of $5,000
Visitor $0.01
Subscriber $1
Lead $51
MQL $750
Customer $5,000
@JATGilbert | #GrowWithHubSpot | @HubSpot
3
Reverse engineer
your funnel to
know the value 

of your leads
1
Reduce 

the friction 

wherever 

possible
2
Always 

present options
to progress
down the funnel
KEY TAKEAWAYS
@JATGilbert | #GrowWithHubSpot | @HubSpot
#GrowWithHubSpot
NEXTUP
@RyanBonnici | #GrowWithHubSpot | @HubSpot
20 MINUTE BREAK
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Take a selfie 

with a HubSpotter
Tweet that selfie +
#GrowWithHubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot
YES!!! ERM
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Business & Agency Growth Experts
Sam Emma Eoin Ravneet Tom
Harry Kartike David Michael Nick
Alex
David
Nick Angus Elyse Jeremy Jack
Ariana Mads
Cindy
Nick
Ricky
Aldrich
Loren
@RyanBonnici | #GrowWithHubSpot | @HubSpot
MARKETING 

STRATEGY
AFTER MORE
@RyanBonnici | #GrowWithHubSpot | @HubSpot
HOW TO TURN 

LEADS INTO CUSTOMERS
Rosalia Cefalu

HubSpot | @RosaliaCef
Convert Leads
Close Customers
Attract Visitors
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Inbound Marketing Success Panel
HubSpot Customer & Partner Showcase
Andrea Hoymann
Head of Content
Karin Cahill
Digital Marketing Manager
Caroline Halliday
Director of Consumer Marketing
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Kipp Bodnar
Chief Marketing Officer
The Future of Marketing
Peter Roper
Editor
Fireside Chat with HubSpot CMO, Kipp Bodnar
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Ryan Bonnici

HubSpot | @RyanBonnici
Convert Leads
Close Customers
Attract Visitors
KEY TAKEAWAYS FROM

GROW WITH HUBSPOT
INSERT YOUR HEADSHOT/
Users/rbonnici/
rbonnici@hubspot.com/
Headshot - LQ.png
@RyanBonnici | #GrowWithHubSpot | @HubSpot
NETWORKING
LUNCH
@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot
HOW MANY YEARS OF DIGITAL

EXPERIENCE?
years
0-2 years
2-4 years
5+
@RyanBonnici | #GrowWithHubSpot | @HubSpot
20 MINUTE BREAK
@RyanBonnici | #GrowWithHubSpot | @HubSpot
THE BEST 

SELFIE
WHO HAD
@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot
#GrowWithHubSpot
NEXTUP
@RosaliaCef | #GrowWithHubSpot | @HubSpot
HOW TO TURN 

LEADS INTO CUSTOMERS
Rosalia Cefalu

HubSpot | @RosaliaCef
Convert Leads
Close Customers
Attract Visitors
#GrowWithHubSpot
@RosaliaCef | #GrowWithHubSpot | @HubSpot
All Sales Reps 

are A**holes.
FALSE
@RosaliaCef | #GrowWithHubSpot | @HubSpot
Sales is
motivated 

by more 

than money.
TRUE
@RosaliaCef | #GrowWithHubSpot | @HubSpot
Marketers

sit around all 

day doing arts 

and crafts.
FALSE
@RosaliaCef | #GrowWithHubSpot | @HubSpot
Marketers are 

all about data.
TRUE
@RosaliaCef | #GrowWithHubSpot | @HubSpot
MISCOMMUNICATION
@RosaliaCef | #GrowWithHubSpot | @HubSpot
SALES REP 

SCOTT
We don’t have
enough leads…
…and even 

the ones we have 

aren’t good.
@RosaliaCef | #GrowWithHubSpot | @HubSpot
MARKETING

MARY
We give sales 

plenty of leads.
They don’t put in 

enough effort to 

close deals.
@RosaliaCef | #GrowWithHubSpot | @HubSpot
Companies with strong sales and
marketing alignment achieve
annual 

growth 

rate20%
@RosaliaCef | #GrowWithHubSpot | @HubSpot
Compared to a
for companies with poor alignment
decline

in annual 

revenue4%
@RosaliaCef | #GrowWithHubSpot | @HubSpot
@RosaliaCef | #GrowWithHubSpot | @HubSpot
@RosaliaCef | #GrowWithHubSpot | @HubSpot
COLLABORATE?
So, how do we
@RosaliaCef | #GrowWithHubSpot | @HubSpot
MARKETINGS
SALES MARKETING+ =
@RosaliaCef | #GrowWithHubSpot | @HubSpot
2.1. 3.
COMMON

LANGUAGE
SETTING UP 

THE PROCESS
UTILISING 

TOOLS
SMARKETING 

STEPS TO SUCCESS
@RosaliaCef | #GrowWithHubSpot | @HubSpot@RosaliaCef | #GrowWithHubSpot | @HubSpot
@RosaliaCef | #GrowWithHubSpot | @HubSpot
DEFINE

YOUR

LIFECYCLE 

STAGES
Prospect/Visitor
Lead
Customer
Prospect/Visitor
Opportunity
Lead
MQL
SQL
Prospect/Visitor
Opportunity
Customer
@RosaliaCef | #GrowWithHubSpot | @HubSpot
SLA

SERVICE LEVEL
AGREEMENT
A contract between 

a service provider 

and the end user that
defines the level of
service expected from
the service provider.
@RosaliaCef | #GrowWithHubSpot | @HubSpot
MARKETING

TO SALES
SALES TO

MARKETING
Number and quality 

of leads required to hit
company revenue goals
Speed and depth 

of lead follow-up that 

makes economic sense
@RosaliaCef | #GrowWithHubSpot | @HubSpot
MARKETING

TO SALES
SALES TO

MARKETING
Number and quality 

of leads required to hit
company revenue goals
Speed and depth 

of lead follow-up that 

makes economic sense
@RosaliaCef | #GrowWithHubSpot | @HubSpot
STEP

1
STEP

2
STEP

4
STEP

3
STEP

5
BUILDING 

SMARKETING

ALIGNMENT
Calculate

the Marketing
Side
Determine

Business

Growth
Calculate

the Sales

Side
Set up
Marketing SLA
Reporting
Set up 

Sales SLA
Reporting
@RosaliaCef | #GrowWithHubSpot | @HubSpot
=
NEW 

REVENUE GOAL
AVERAGE 

SALES PRICE
Determine Business Growth
1BUILDING 

SMARKETING

ALIGNMENT
# of Customers
@RosaliaCef | #GrowWithHubSpot | @HubSpot
NEW 

CUSTOMERS GOAL
LEAD TO 

CUSTOMER CLOSE %
Calculate the Marketing Side
2BUILDING 

SMARKETING

ALIGNMENT
= LEADS GOAL
@RosaliaCef | #GrowWithHubSpot | @HubSpot
Calculate the Sales Side.
3
BUILDING 

SMARKETING

ALIGNMENT
The number of deals which 

go to the vendor who responds first.
35% 50%
@RosaliaCef | #GrowWithHubSpot | @HubSpot
Set Up Marketing SLA Reporting
4
BUILDING 

SMARKETING

ALIGNMENT
Leads
Days
Lead 

Generation 

Goal
@RosaliaCef | #GrowWithHubSpot | @HubSpot
Set Up Sales SLA Reporting5
BUILDING 

SMARKETING

ALIGNMENT
Leads
Jul
Sales

Commitment
Aug Sep
21 to 35 days
11 to 20 days
0 to 10 days
1%
3%
3%
1%
7%
0.7%
2%
1%
5%
@RosaliaCef | #GrowWithHubSpot | @HubSpot
101SMARKETING
HACKS
@RosaliaCef | #GrowWithHubSpot | @HubSpot
Email Tracking:
See who opens and 

clicks your emails
SALES ACCELERATION
TOOL: HUBSPOT SALES
@RosaliaCef | #GrowWithHubSpot | @HubSpot
Schedule Emails: 

write now and send later
SALES ACCELERATION
TOOL: HUBSPOT SALES
@RosaliaCef | #GrowWithHubSpot | @HubSpot
Email Templates: 

personalise and save time
SALES ACCELERATION
TOOL: HUBSPOT SALES
@RosaliaCef | #GrowWithHubSpot | @HubSpot
Sales Content & Reporting:
Understand what content is
working.
SALES ACCELERATION
TOOL: HUBSPOT SALES
@RosaliaCef | #GrowWithHubSpot | @HubSpot
Prospects: Discover
companies that fit your
target audience
SALES ACCELERATION
TOOL: HUBSPOT SALES
@RosaliaCef | #GrowWithHubSpot | @HubSpot
Meetings: No more back
and forth with prospects
SALES ACCELERATION
TOOL: HUBSPOT SALES
@RosaliaCef | #GrowWithHubSpot | @HubSpot
Sequences: Automate 

your follow-up
SALES ACCELERATION
TOOL: HUBSPOT SALES
@RosaliaCef | #GrowWithHubSpot | @HubSpot
AUTOMATED PRICING
PAGE FOLLOW-UPS
@RosaliaCef | #GrowWithHubSpot | @HubSpot
INTERNAL SALES REP
NOTIFICATION EMAILS
@RosaliaCef | #GrowWithHubSpot | @HubSpot
1
Inbound 

is about
being 

human
KEY TAKEAWAYS
2
Alignment
through
shared
language
3
Metrics 

ensure we
are all kept
accountable
4
Tools &
platforms 

enable all 

of this
@RosaliaCef | #GrowWithHubSpot | @HubSpot
bit.ly/apacinboundRequest a free ticket! bit.ly/apacinbound
@RyanBonnici | #GrowWithHubSpot | @HubSpot
#GrowWithHubSpot
NEXTUP
@RyanBonnici | #GrowWithHubSpot | @HubSpot
INBOUND MARKETING 

SUCCESS PANEL
Ryan Bonnici

HubSpot | @RyanBonnici
Convert Leads
Close Customers
Attract Visitors
INSERT YOUR HEADSHOT/
Users/rbonnici/
rbonnici@hubspot.com/
Headshot - LQ.png
#GrowWithHubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Inbound Marketing Success Panel
HubSpot Customer & Partner Showcase
Andrea Hoymann
Head of Content
Karin Cahill
Digital Marketing Manager
Caroline Halliday
Director of Consumer Marketing
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Kipp Bodnar
Chief Marketing Officer
HubSpot | @kippbodnar
The Future of Marketing
Peter Roper
Editor
Marketing Mag | @peter_arrr
Fireside Chat with HubSpot CMO, Kipp Bodnar
@RyanBonnici | #GrowWithHubSpot | @HubSpot
TAKEAWAYS
KEY
#GrowWithHubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW TRAFFIC:
MAKE MY PERSONA
@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW TRAFFIC:
CONTENT AUDIT
WORKSHEET
@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW TRAFFIC:
GROW BLOG
SUBSCRIBERS
Cumulative Email Subscriber Growth

for the HubSpot Blog
95,888
236,382
380,232
20,767
2011 2012 2013 2014
2011 2012 2013 20142010200920082007
588,990 628,418
1,319,203
2,537,566
4,455,313
8,878,664
15,661,625
189,596,655
Yearly Traffic Growth (Visits)

to the HubSpot Blog
@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
TRY A QUICK

EXIT POPUP
255@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW LEADS:
@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot 256@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW LEADS:
CREATE HIGH-
CONVERTING 

LEAD PAGES
@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW LEADS:
REVERSE ENGINEER
YOUR FUNNEL
@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW CUSTOMERS:
USE HUBSPOT SALES TO
TRACK SALES EMAILS
@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot 259@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW CUSTOMERS:
BUILD A SALES &
MARKETING “SLA”
Leads
Days
@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot 260@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOUR BIGGEST
CHALLENGE IS TO
GROW CUSTOMERS:
AUTOMATIC PRICING
PAGE EMAILS FOR

SALES REPS
@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
IF YOU WANT TO
CONTINUE YOUR
INBOUND EDUCATION:
TAKE THE FREE
INBOUND MARKETING
CERTIFICATION
@RyanBonnici | #GrowWithHubSpot | @HubSpot
The Future of Sales & Marketing is Inbound
LeadsVisitors Customers
ATTRACT CONVERT CLOSE DELIGHT
SEO
Blogging
Keywords
Smart Forms
Calls-to-Action
Landing Pages
Free CRM
Lead Scoring
Email Nurturing
Surveys
Smart Content
Social Monitoring
Strangers Promoters
HubSpot is the World’s #1 Inbound Platform
@RyanBonnici | #GrowWithHubSpot | @HubSpot
NETWORKING
LUNCH
@RyanBonnici | #GrowWithHubSpot | @HubSpot
THANKS
EVERYONE
#GrowWithHubSpot
@RyanBonnici | #GrowWithHubSpot | @HubSpot

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