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How to Double Your Lead Gen in 12 Months - from INBOUND16

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Learn how one team was able to generate double the leads for their sales team through out of the box marketing programs and campaigns. Original presentation at INBOUND16.

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How to Double Your Lead Gen in 12 Months - from INBOUND16

  1. 1. #INBOUND16 ACTIONABLE TIPS TO INCREASE LEAD GEN BY 100% IN 12 MONTHS How we increased leads by 100%! Amanda Sibley, HubSpot Manager of Acquisition
  2. 2. #INBOUND16 AMANDA SIBLEY Manager of acquisition at HubSpot
  3. 3. #INBOUND16 1. HubSpot’s lead problem (You probably have the same one) 2. Some cool SEO fixes 3. A new partner program to grow leads a lot! 4. Some content optimization fun 5. An educational play 6. A boatload of smaller bets WHAT YOUR NEXT 45 MINUTES LOOKS LIKE…
  4. 4. #INBOUND16 68% OF B2B COMPANIES ARE STRUGGLING WITH LEAD GENERATION CSO Insights
  5. 5. #INBOUND16 A Typical Lead Graph over 12 Months… 800 900 1000 1100 1200 1300 1400 JanuaryFebruary M arch April M ay June July August Septem berO ctoberN ovem berD ecem ber Leads by Month
  6. 6. #INBOUND16 So we did some of this…
  7. 7. #INBOUND16 …and some of this.
  8. 8. #INBOUND16
  9. 9. #INBOUND16
  10. 10. #INBOUND16
  11. 11. #INBOUND16 1 SEO
  12. 12. #INBOUND16 93% OF B2B BUYING PROCESSES BEGIN WITH AN INTERNET SEARCH
  13. 13. #INBOUND16 1. LINKS TO NOWHERE
  14. 14. #INBOUND16 1.Tell Google where it should actually spend time crawling 2. People are actually getting the content they are looking for
  15. 15. #INBOUND16 2. Blog Pagnation
  16. 16. #INBOUND16
  17. 17. #INBOUND16 2 CO-MARKETING
  18. 18. #INBOUND16 WHAT IS CO-MARKETING?
  19. 19. #INBOUND16 WHAT IS CO-MARKETING? A. Launching a co-branded product with two or more brands. B. Launching a co-branded project, with mutual goals, no money changes hands. C. A fake term marketers make up to sound cool in meetings.
  20. 20. #INBOUND16 WHAT IS CO-MARKETING? B. Launching a co-branded project, with mutual goals, no money changes hands.
  21. 21. #INBOUND16 1. Guest blogging 2. Social media chat 3. Ebook 4. Webinar 5. Tool 6. Event TYPES OF CO-MARKETING
  22. 22. #INBOUND16 HOW CO-MK DOUBLES LEAD GEN Email: 100k Social: 500k Paid: $2,000 Blog: 200k
  23. 23. #INBOUND16 HOW CO-MK DOUBLES LEAD GEN Email: 100k Social: 500k Paid: $2,000 Blog: 200k Email: 150k Social: 300k Paid: $1,500 Blog: 300k
  24. 24. #INBOUND16 CO-MARKETING PROCESS Evaluation of partner 1.
  25. 25. #INBOUND16 CO-MARKETING PROCESS Agreement 2.
  26. 26. #INBOUND16 CO-MARKETING PROCESS Content Creation 3.
  27. 27. #INBOUND16 CO-MARKETING PROCESS Promotion 4.
  28. 28. #INBOUND16 CO-MARKETING PROCESS Analysis of project 5.
  29. 29. #INBOUND16 CO-MARKETING PROCESS Partner Follow-up 6.
  30. 30. #INBOUND16 What we did at HubSpot to scale co-marketing in 12 months
  31. 31. #INBOUND16 ADDED WRITING RESOURCES 1.
  32. 32. #INBOUND16 2. CHANGED GLOBAL CAMPAIGNS 40 hours 40 hours40 hours
  33. 33. #INBOUND16 40 hours 10 hours 10 hours 10 hours 10 hours
  34. 34. #INBOUND16 3 CONTENT OPTIMIZATION
  35. 35. #INBOUND16 cmo.com 79% of businesses have not been able to prove ROI from content
  36. 36. #INBOUND16 92% OF HUBSPOT’S LEADS FROM THE BLOG ARE FROM OLD POSTS
  37. 37. #INBOUND16 95% OF HUBSPOT’S LEADS FROM CONTENT ARE FROM OFFERS MADE IN PREVIOUS MONTHS
  38. 38. #INBOUND16 LEADS FROM CONTENT PIECES TOP 30 55% OTHER 2K 45%
  39. 39. #INBOUND16 Conversion Rate Views Search engine optimize Optimize for conversion
  40. 40. #INBOUND16 • What keywords are people searching for to get to your post? Incorporate in CTAs. • Create new offers for those topics if you don’t have high quality content to put behind the CTA. OPTIMIZE FOR CONVERSION
  41. 41. #INBOUND16 OPTIMIZE FOR CONVERSION • In-line CTA
  42. 42. #INBOUND16 OPTIMIZE FOR CONVERSION • Slide-in CTA
  43. 43. #INBOUND16 Search engine optimization • Find content that is in need of updating, but has a high conversion rate. • Redo post with updated information, and republish. • Make sure to SEO update the content.
  44. 44. #INBOUND16 Search engine optimization • Google rewards you for up-to-date fresh content. • You have a new piece of content to publish. • You probably did less work than starting a post or offer from scratch.
  45. 45. #INBOUND16 4 EDUCATIONAL CONTENT
  46. 46. #INBOUND16 “INTELLECTUAL GROWTH SHOULD COMMENCE AT BIRTH AND CEASE ONLY AT DEATH.” Albert Einstein
  47. 47. #INBOUND16 We created a certification that included our content
  48. 48. #INBOUND16 5 SMALLER BETS
  49. 49. #INBOUND16 The number of active social media users. - Brandwatch 2.3 billion
  50. 50. #INBOUND16 GLOBAL SOCIAL, ROUND THE CLOCK
  51. 51. #INBOUND16
  52. 52. #INBOUND16 We had a great offer, but it was losing steam. CONTENT UPDATE:
  53. 53. #INBOUND16 RELAUNCHED CONTENT!
  54. 54. #INBOUND16 LANDING PAGE POSITIONING
  55. 55. #INBOUND16 Easy to understand title
  56. 56. #INBOUND16 Explained what CRO is
  57. 57. #INBOUND16 Asked people to join in
  58. 58. #INBOUND16 SO, WHAT DID ALL THESE ACTIVITIES DO FOR US?
  59. 59. #INBOUND16 DOUBLED OUR LEADS!
  60. 60. #INBOUND16 1. Everyone wants more leads 2. Fit broken SEO links and make sure Google can crawl your site 3. Partner with companies to get in front of new audiences with great content 4. Optimize content for conversion and traffic. Update and create as needed 5. Put an educational spin on existing content 6. Don’t forget the small bets, they add up. TO RECAP YOUR LAST 45 MINUTES…
  61. 61. #INBOUND16 THANK YOU.

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