Inbound Marketing Lead Generation - WOMMA


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Presentation on using Inbound marketing for lead Generation at the WOMMA (Word of Mouth Marketing Association) School of WOM event in Chicago in May 2010 by Ilya Mirman and Mike Volpe.

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  • Your intro of yourself & CILK Arts
  • Ilya to present slide as normal … CONVERSATION / KIR’S QUESTIONS:Why did you feel confident making such a big bet on IM?Can we draw on your prior success here as well and maybe have you elaborate on how you got team buy in for this?
  • Ilya to present slide as normal … CONVERSATION / KIR’S QUESTIONS:You mention it met or exceeded the competition – was this your ultimate goal?May be a great opportunity to mention how it helped get you acquired (if this was a good exit for you guys and part of the goal) …
  • Ilya to present slide as normal … CONVERSATION / KIR’S QUESTIONS:Did you have to overcome any concerns about sharing information, IP or other cultural hurdles to get your team bought in?If yes, please share … If no, please share why the team was already on board. Great tidbits for those who are fence-sitting.
  • Ilya to present slide as normal … CONVERSATION / KIR’S QUESTIONS:Was there anything that surprised you and did any of the metrics change your behavior or content?
  • Ilya to present slide as normal … CONVERSATION / KIR’S QUESTIONS:How did this help in your business goals? Was it brand awareness or did these activities actually help you get more leads?
  • Ilya to present slide as normal … CONVERSATION / KIR’S QUESTIONS:Carryover from prior slides question – I can ask it here or on prior slide – let me know if you have a preference.
  • Ilya to present slide as normal … CONVERSATION / KIR’S QUESTIONS:So … clearly in terms of the Getting found part of the equation, these are great results. Did you find it hard or easy to do?Not sure if you are comfortable talking about ease of use, tools and relative cost if you had to outsource? Or why you kept it in house?
  • Would you be comfortable talking to this content?Sharing ease of use on LP creation, how you achieved good conversion rates … … great place to talk about testing.POSSIBLE QUESTIONS:In looking at some of your landing page results, it seems that some did really well, while others less so – can you talk a little bit about testing and trying out different LPs & CTAs?
  • Again – new slide from me … thinking you could share some of your experiences, key points that were great:SFDC to HubSpot integration took only 10 Minutes to set up – and you are not an IT Guru … Who used HubSpot vs. who used SFDC … QUESTIONS:When it comes to the integration, it isn't only lead management that you used right? Can you share a little bit about how you viewed and used the reports that HubSpot created based on the systems knowledge of sources, leads and customers closed? (maybe a good time to talk about how you used this with your board)You mentioned that your engineers got lead alerts – can you share more about that experience? (thinking this bolsters your thought leadership position by letting them engage directly with interested parties)NOT SURE: Did you use lead scoring?
  • Here I’ll jump in … and use HubSpot & your lead record as an example of that closed loop experience … I may also hop into the software to show folks how easy it is to use.
  • Ilya to present slide as normal … CONVERSATION / KIR’S QUESTIONS:How did you use the metrics on a day to day basis and did they shape your marketing decisions?I would love to hear any testing that you did and the way you used these with the board.QUESTION TO DISCUSS BEFORE WE PRESENT  I think sources came out AFTER you guys got purchased … but did you have the ability to see the closed leads and full ROI? If yes, I’d love to speak to this. If no, then I can mention how it WOULD be used during the demo and maybe show our Sources … but not ask you about it …
  • Leads
  • Inbound Marketing Lead Generation - WOMMA

    1. 1. Inbound Marketingfor Lead Generation<br />Ilya Mirman<br />Twitter: @IlyaMirman<br />Mike Volpe<br />Twitter: @mvolpe<br />
    2. 2. Twitter: @ilyamirman & @mvolpe<br />Slides:<br />Share whatever, wherever!<br />
    3. 3. Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />
    4. 4. Outbound Marketing<br />
    5. 5. Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
    6. 6. The Good News…<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book on Amazon<br /><br />
    7. 7. The Great News…<br />Source: survey of hundreds of businesses:<br />
    8. 8. Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
    9. 9. “If you have more money than brains, use outbound marketing.<br />If you have more brains than money, use inbound marketing”<br />-- Guy Kawasaki<br />
    10. 10. Questions to ask yourself...<br />
    11. 11. Am I regularly creating new share-worthy content?<br />
    12. 12. Am I promoting my content<br />in social media conversations?<br />
    13. 13. Am I optimizing my content for search and social media?<br />
    14. 14. Am I converting as<br />many visitors into<br />leads and sales as I can?<br />
    15. 15. Stop thinking like a<br />marketer or advertiser.<br />
    16. 16. Start thinking like a<br />publisher and socializer.<br />
    17. 17. Cilk Arts, Inc*<br />Mission: <br /> To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors.<br />Our Goal: <br /> Owna multicore programming standard <br />Cilk++ Runtime on every processor<br />Cilk++ used by all C/C++ multi-coders<br />[*July 2009: Cilk Arts acquired by Intel]<br />17<br />
    18. 18. Go To Market Approach<br />Open source business model<br />Low-touch, low-cost sales model<br />Broad awareness, trial, adoption<br />Big bet on Inbound Marketing<br />No sales people<br />Hired 1 marketer (me) 8 months before shipping product to implement Inbound Marketing approach<br />Blog as primary marketing vehicle<br />Entire team contributed (~1 post per week)<br />Helped us engage with the developers we hoped to serve; understand what content they’re interested in<br />18<br />
    19. 19. Results<br />Reached over 100,000 developers<br />Traffic and awareness matched or exceeded competitors<br />>3,000 leads<br />>1,000 downloads<br />>6,200 inbound links<br />>600 blog subscribers<br />Adoption at >300 universities worldwide<br />
    20. 20. Content is King<br />Blog was primary vehicle<br />Entire team contributed<br />Repurposed content in multiple ways<br />e-Book<br />Short YouTube videos<br />Online courses<br />2-day training workshop<br />
    21. 21. Blog Metrics<br />Engaged entire team<br />Don’t know ahead of time which topics will strike a chord<br />Links drove search engine rank<br />
    22. 22. Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses -<br />
    23. 23. Blogging Attracts More Visitors<br />Source: Data from over 1,500 small businesses -<br />
    24. 24. Social Media<br />Engaged bloggers in industry and academia<br />Drove coverage, links, conference invites<br />
    25. 25. Blogging Drives Social Success<br />Source: Data from over 2,000 businesses -<br />
    26. 26. Social Media = Leads and Sales<br />Source: survey of hundreds of businesses:<br />
    27. 27. Thought Leadership & Awareness<br /><ul><li>Grew a loyal following:</li></ul>> 6,200 inbound links<br />> 600 Blog subscribers<br />Inbound Links<br />Blog Subscribers<br />
    28. 28. Organic SEO<br />Web site optimized for long tail of relevant search terms<br />40% of traffic from search<br />High rank for ~300 relevant phrases<br />Ongoing maintenance to optimize popular pages for key terms<br />Keywords w/high Google rank<br />
    29. 29. Lead Capture<br />Translating content & traffic to Leads using Landing Pages<br />
    30. 30. Lead Management<br />3000+ Leads<br />1 Sales & 1 Marketing person managed it all<br />Even engaged engineers with lead alerts<br />Key: Closed Loop Marketing & CRM Integration<br />Sales<br />Marketing<br />
    31. 31. Lead Intelligence<br />
    32. 32. published eBook;<br />Pilot campaign to quant finance community<br />Posted Cilk++ docs;<br />Pilot campaign to IEEE community<br />Visitors & Sources<br />Healthy mix of traffic from organic search and key social media sites<br />
    33. 33. Inbound Marketing Lessons<br />Do…<br />Get your whole organization engaged in contributing content<br />Be real, be genuine<br />Build an editorial calendar with a broad set of interesting, valuable content, targeted at key personas<br />Leverage content in many ways (Blog, e-Books, Tutorials, YouTube, SlideShare, etc.)<br />Use Closed Loop Marketing to get a single view of your funnel so Sales & Marketing can work as an efficient team<br />Don’t…<br />…be a blatant, self-centered commercial<br />…focus on just one topic<br />…make your blog your only social media effort; instead, spend time on other blogs, community sites, and contribute<br />…worry about slow periods (# of visitors,# of subscribers, # of comments)<br />
    34. 34. Inbound Marketing Summary<br />Convert<br />
    35. 35. Suggested Next Steps<br />Read the “Inbound Marketing” Book<br />Grade your website:<br />Additional Free Resources:<br />
    36. 36. Q&A<br />These Slides:<br />Ilya Mirman<br />Twitter: @IlyaMirman<br />Mike Volpe<br />Twitter: @mvolpe<br />