Today’s webinar will begin shortly<br />Please note there are TWO ways to hear the audio portion of this webcast:<br />1<b...
HubSpot Case StudyOrchestra Directs New Sales with Social Media<br />Featuring: Brad Windecker, President, Orchestra LLC<b...
Housekeeping Items<br />Today’s webinar is scheduled to last 1 hour including Q&A<br />All dial-in participants will be mu...
About Our Speakers<br />Brad Windecker<br />President & Co-Founder<br />Brad grew up in a family business and combined his...
About HubSpot<br />Inbound Marketing software & advice that helps SMB businesses grow<br />2006<br />2,300+<br />98%<br />...
About Orchestra<br />Business Technology firm that helps small and midsize companies solve problems<br />2008<br />30+<br ...
Agenda<br />Discovering Inbound Marketing<br />Blogging & Social Media at Orchestra<br />Measuring Results<br />Challenges...
Orchestra Marketing & Lead Gen Early 2009<br />About Orchestra<br />Doing things “The Old Way”<br /><ul><li> Brochure ware...
 Purchasing Leads
 Manual Lead Management
 Lots of work = few results</li></ul>What’s next?  Telemarketing?<br />
Orchestra Discovers Inbound Marketing<br />About Orchestra<br /><ul><li> Limited Marketing Resources
 Needed Competitive Advantage
 Asked the question:“What are our competitors not doing?”</li></ul>When you’re a small fish in a big crowded pond, you’ve ...
Agenda<br />Discovering Inbound Marketing<br />Blogging & Social Media at Orchestra<br />Measuring Results<br />Challenges...
Inbound Marketing Strategy at Orchestra<br />About Orchestra<br />Create<br />Promote<br />BLOG<br />Measure<br />Graphic ...
Inbound in Action: Step 1 Create Content<br />About Orchestra<br />Writing your Blog<br /><ul><li> Start with Topic & Keyw...
 Ideally write 3-5 paragraphs
 Keyword heavy headers
 Include a visual
 Video, Screenshot, Image
 Link to other site pages or CTAs
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HubSpot Webinar | Orchestra Directs New Sales with Social Media

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Social media is everywhere, unless you live under a rock. But proving ROI and connecting social media to sales seems ever elusive.

Brad Windecker, President of Orchestra LLC, a B2B software and services company that helps small and midsize companies solve business problems by extending SAP, shares social media successes and lessons learned to help you deliver leads and sales through this fast growing channel.

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  • No talking – just the placeholder
  • KIR: Good afternoon and welcome to today’s webinar – TITLE, featuring SPEAKER … a very successful HubSpot customer.My name is Kirsten Knipp, I run Product Evangelism at HubSpot and I’ll be helping moderate today’s session … **********Synopsis for Posts, Email Campaigns &amp; Landing Pages************
  • I’ll do a quick intro of Brad and then ask Brad to share a few highlights about his backgroundI’ll intro myself briefly
  • I’ll do a quick introduction of HubSpot … then I’ll tee it up for you to introduce VOVICI &amp; go from there …HUBSPOT is a Cambridge MA based company that was founded in 2006 based on the ideas and efforts of two MIT colleagues who wanted to make modern, inbound marketing accessible and help people ride the wave of change that the web is bringing about – helping customer their businesses online.We’ve been around for three years and serve more than 2300 clients on HubSpot with our team of about 130+ employees (and growing).About 15-20 companies sign up every day for HubSpot because we provide a really cost effective way to master inbound marketing and increase qualified leads.
  • Brad
  • Kirsten covers overview of Agenda &amp; then hands over to Brad – I will give you mouse control as well …
  • Orchestra before Inbound MarketingWe had a website with little contentWe purchased leads from a service for a big feeWe handled each lead uniquely - taking a lot of time and effort to manageWe considered &quot;doing what was normal&quot; and hiring telemarketers
  • POLL #1  this will be about their company size … so we can comment on relative resource pool at any given company.How we discovered Inbound MarketingWe knew the old model of selling was not sustainable (buying leads)We&apos;re a small fish in a big pond, how do we make a splashWe have limited resources for marketingWe needed a competitive advantage, and found it in being a first mover in social media for our industryWatched a Hubspot webinar and was sold on the tool as a central hub for all Inbound marketing
  • Orchestra before Inbound MarketingWe had a website with little contentWe purchased leads from a service for a big feeWe handled each lead uniquely - taking a lot of time and effort to manageWe considered &quot;doing what was normal&quot; and hiring telemarketersHow we discovered Inbound MarketingWe&apos;re a small fish in a big pond, how do we make a splashProcess for Blogging &amp; Social Media … Leverage tools of the trade, most are freeChallenges, Learnings, and TipsResults Speak Louder than Words
  • Our Thought Process for Blogging &amp; Social MediaStrategy drives everything we doBlogging is the hub and drives everything elseWe measure everything and share the resultsNEXT STEPS  maybe this should be in the lessons learned / next steps part? Conversion is the goal, so landing pages &amp; calls to action are our focus in future
  • Process of BloggingStart with a strategy for the keywords and topic (i.e. new version of our software)Write a blog that is 3-5 paragraphs, with clear headers that are keyword heavyAlways have a visual, ideally a videoPicture of the person who wrote itLink to other parts of our websiteGet others involved in blogging to create multiple voices
  • Poll #2: Which of the following social media tools does your company use today. We’ll see who is doing what … and share some perspectives.Spread the blog virallySetup unique URL in Hubspot for easy metricsTweet it with the Hubspot linkHave staff retweet it from their accountsPost it on LinkedIn GroupsSyndicate it to news/article sites (Ulitzer etc.)Leverage tools of the trade, most are freeCompany Blog &amp; websiteHubspotTwitter &amp; TweetDeck for trendsLinkedInYouTubeSlideshareFacebookIndustry social networks (SAP Community, Apple Developer Community)Press Release websites
  • Measure and refineLook to Hubspot to see what works and what doesn&apos;tWhat&apos;s the traffic to conversion ratio?What keywords drive the traffic?
  • Orchestra before Inbound MarketingWe had a website with little contentWe purchased leads from a service for a big feeWe handled each lead uniquely - taking a lot of time and effort to manageWe considered &quot;doing what was normal&quot; and hiring telemarketersHow we discovered Inbound MarketingWe&apos;re a small fish in a big pond, how do we make a splashProcess for Blogging &amp; Social Media … Leverage tools of the trade, most are freeChallenges, Learnings, and TipsResults Speak Louder than Words
  • Results Speak Louder than WordsMeasuring success with HubspotOrganic traffic growth visual (attached to email)Tracking our competitors in HubspotDiscovering keywords with Hubspot and targeting them in blogsThought Leadership status within a huge industryGot attention of SAP, a Fortune 500 giantInbound Marketing &gt; Twitter &gt; Lead &gt; $$$
  • Needs more images … Do you have an image of where you are presenting next …Or tweets / emails of folks who follow you?
  • http://www.orchestrateam.com/blogs/ten-free-online-tools-small-business
  • Orchestra before Inbound MarketingWe had a website with little contentWe purchased leads from a service for a big feeWe handled each lead uniquely - taking a lot of time and effort to manageWe considered &quot;doing what was normal&quot; and hiring telemarketersHow we discovered Inbound MarketingWe&apos;re a small fish in a big pond, how do we make a splashProcess for Blogging &amp; Social Media … Leverage tools of the trade, most are freeChallenges, Learnings, and TipsResults Speak Louder than Words
  • Challenges, Learnings, and TipsStart with a strategy and a way to measure successRequires commitment to do it regularlyEngage key staff and share the results &amp; successFavorite adage: &quot;don&apos;t get it right, get it written&quot;Resist urge to be perfectStart by getting the word out in a simple wayExample: start using twitter be retweeting others, and learn from other peopleInvest in learning, this is new for everyone, so watch webinars, read marketing blogs, and attend Hubspot webinars
  • HubSpot Webinar | Orchestra Directs New Sales with Social Media

    1. 1. Today’s webinar will begin shortly<br />Please note there are TWO ways to hear the audio portion of this webcast:<br />1<br />2<br />Via Telephone<br />Use Dial In Information listed in the Go To Webinar Console<br />Streaming Audio through Your Computer’s Speakers<br />
    2. 2. HubSpot Case StudyOrchestra Directs New Sales with Social Media<br />Featuring: Brad Windecker, President, Orchestra LLC<br />Moderator: Kirsten Knipp, Director Product Evangelism, HubSpot<br />$<br />
    3. 3. Housekeeping Items<br />Today’s webinar is scheduled to last 1 hour including Q&A<br />All dial-in participants will be muted to enable the speakers to present without interruption<br />Questions can be submitted via the Go To Webinar ‘Questions’ screen at any time<br />Get the slides & a recording of this presentation approximately 72 hours after we conclude<br />http://www.hubspot.com/social-media-for-sales-webinar-archive<br />
    4. 4. About Our Speakers<br />Brad Windecker<br />President & Co-Founder<br />Brad grew up in a family business and combined his education in entrepreneurship and business to oversee Orchestra’s vision, direction, and partnerships vital to customers’ success<br />@orchestrateam<br />Kirsten KnippDirector, Product Evangelism<br />Professional tech & social media marketer with experience in telco, semiconductors, enterprise & SMB software. Recovering hotelier.<br />@kirstenpetra<br />
    5. 5. About HubSpot<br />Inbound Marketing software & advice that helps SMB businesses grow<br />2006<br />2,300+<br />98%<br />130+<br />Founded<br />Customers<br />Retention<br />Employees<br />
    6. 6. About Orchestra<br />Business Technology firm that helps small and midsize companies solve problems<br />2008<br />30+<br />20+<br />20,000<br />Founded<br />Customers<br />Technology Partners<br />YouTube Views<br />
    7. 7. Agenda<br />Discovering Inbound Marketing<br />Blogging & Social Media at Orchestra<br />Measuring Results<br />Challenges, Lessons Learned & Tips<br />
    8. 8. Orchestra Marketing & Lead Gen Early 2009<br />About Orchestra<br />Doing things “The Old Way”<br /><ul><li> Brochure ware website
    9. 9. Purchasing Leads
    10. 10. Manual Lead Management
    11. 11. Lots of work = few results</li></ul>What’s next? Telemarketing?<br />
    12. 12. Orchestra Discovers Inbound Marketing<br />About Orchestra<br /><ul><li> Limited Marketing Resources
    13. 13. Needed Competitive Advantage
    14. 14. Asked the question:“What are our competitors not doing?”</li></ul>When you’re a small fish in a big crowded pond, you’ve got to find a way to make a splash!<br />
    15. 15. Agenda<br />Discovering Inbound Marketing<br />Blogging & Social Media at Orchestra<br />Measuring Results<br />Challenges, Lessons Learned & Tips<br />
    16. 16. Inbound Marketing Strategy at Orchestra<br />About Orchestra<br />Create<br />Promote<br />BLOG<br />Measure<br />Graphic Based on Image Courtesy of Problogger.net<br />
    17. 17. Inbound in Action: Step 1 Create Content<br />About Orchestra<br />Writing your Blog<br /><ul><li> Start with Topic & Keywords
    18. 18. Ideally write 3-5 paragraphs
    19. 19. Keyword heavy headers
    20. 20. Include a visual
    21. 21. Video, Screenshot, Image
    22. 22. Link to other site pages or CTAs
    23. 23. Don’t go it alone – many voices</li></li></ul><li>Inbound in Action: Step 2 Promote Content<br />About Orchestra<br />Getting Blog Exposure<br /><ul><li> Ensure Unique URL
    24. 24. Auto-tweet & syndicate with HubSpot
    25. 25. Request team retweets
    26. 26. Extend reach with free syndication
    27. 27. Ulitzer
    28. 28. LinkedIn
    29. 29. YouTube
    30. 30. Slideshare
    31. 31. Industry Networks
    32. 32. & more</li></li></ul><li>Inbound in Action: Step 3 Measure & Refine<br />About Orchestra<br />Do what works<br /><ul><li>Blog views, links & comments
    33. 33. What topics drive 2-way dialogue
    34. 34. Best keywords for traffic
    35. 35. Which keywords bring visitors?
    36. 36. Best keywords for conversion
    37. 37. Which keywords bring business?</li></li></ul><li>Agenda<br />Discovering Inbound Marketing<br />Blogging & Social Media at Orchestra<br />Measuring Results<br />Challenges, Lessons Learned & Tips<br />
    38. 38. Macro Results of Blogging & Social Media<br />About Orchestra<br />Strong Traffic & Lead Growth<br />
    39. 39. Brand Awareness from Social Media<br />Recognition | Industry Websites<br />Thought Leadership Status<br />Web 2.0 Penetration<br />Recognition | Industry Leaders<br />
    40. 40. Social Media Leads Have Real Value<br />Initial Blog Post<br />Tweet<br />Orchestra uses 10 FREE business tools to run our business. Check it out: http://bit.ly/8Wrel<br />Joint effort discussion<br />Email from Website Form<br />...we have a free tool, can you mention our website and product?...<br />We’ll mention you, you mention us<br />Partner <br />Links<br />Mention in Newsletter<br />Unique Hubspot tokenized URL<br />$<br />Web Lead via CTA<br />Traffic to Orchestra.com<br />Lead Source: Newsletter with Hubspot Token<br />
    41. 41. Agenda<br />Discovering Inbound Marketing<br />Blogging & Social Media at Orchestra<br />Measuring Results<br />Challenges, Lessons Learned & Tips<br />
    42. 42. Challenges, Lessons Learned & Tips<br />About Orchestra<br />Start with strategy & a way to measure success<br />Commit to blog & promote regularly<br />Engage key staff, share the results & success<br />“Don't get it right, get it written"<br /><ul><li>Resist urge to be perfect
    43. 43. Get the word out in a simple way</li></ul>Invest in learning: watch HubSpot & other webinars, read marketing blogs and try new things<br />
    44. 44. We welcome your questions & feedback<br />Brad Windecker<br />President & Co-Founder<br />@orchestrateam<br />brad@orchestrateam.com<br />p: 877-683-2648 x701<br />Kirsten KnippDirector, Product Evangelism<br />@kirstenpetra<br />kknipp@hubspot.com<br />1-617-401-2840<br />
    45. 45. Thank you!Check Out Our Other Webinars<br />Wednesday, April 14 @12:30PM EST<br />

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