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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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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: www.MikeVolpe.com/WOMMA<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 />InboundBook.com<br />
  7. 7. The Great News…<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<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 - http://hub.tm/BlogROI<br />
  23. 23. Blogging Attracts More Visitors<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<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 - http://bit.ly/a6SrWh<br />
  26. 26. Social Media = Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<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: www.WebsiteGrader.com<br />Additional Free Resources: www.HubSpot.com/marketing-hubs<br />
  36. 36. Q&A<br />These Slides: www.MikeVolpe.com/WOMMA<br />Ilya Mirman<br />Twitter: @IlyaMirman<br />Mike Volpe<br />Twitter: @mvolpe<br />

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