Inbound Marketing: Lead Generation at 60% Lower Cost - Jeanne Hopkins, HubSpot

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Inbound Marketing: Lead Generation at 60% Lower Cost

Customers now have the power to screen out cold calls, cold emails and other unsolicited communication, making it harder and harder to get results with outbound marketing. Yet, thousands of companies have proven that you can generate leads and drive sales at a 60% lower cost using inbound marketing to attract customers.


This presentation will include specific tips on using social media, SEO, blogging, lead nurturing, landing pages and analytics together as an inbound marketing strategy for radically better marketing.

* Jeanne Hopkins, Director of Marketing, HubSpot

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Inbound Marketing: Lead Generation at 60% Lower Cost - Jeanne Hopkins, HubSpot

  1. 1. Online Marketing Summit<br />Philadelphia, PA | July 8, 2010<br />Inbound Marketing<br />Lead Generation @ 60% Lower Cost<br />Speaker: Jeanne Hopkins, HubSpot<br />@jeannehopkins<br />1<br />
  2. 2. Outbound Marketing<br />800-555-1234<br />Annoying<br />Salesperson<br />
  3. 3.
  4. 4. Inbound Marketing<br />
  5. 5.
  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. So I can just buy<br />inbound leads from<br />Google, Bing, TechTarget, right?<br />
  9. 9.
  10. 10. Don’t make me do marketing!<br />Just up our AdWords limit...<br />
  11. 11.
  12. 12.
  13. 13.
  14. 14.
  15. 15. Questions to ask yourself...<br />
  16. 16. Am I regularly creating new share-worthy content?<br />
  17. 17. Am I promoting<br />my content in<br />social media conversations?<br />
  18. 18. Am I optimizing<br />my content for<br />search and social media?<br />
  19. 19. Am I converting as<br />many visitors into<br />leads and sales as I can?<br />
  20. 20. Stop thinking like a<br />marketer or advertiser.<br />
  21. 21. Start thinking like a<br />publisher and socializer.<br />
  22. 22. Getting Found<br /> Create<br /> Optimize<br /> Promote<br />
  23. 23. Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
  24. 24. Publish Everywhere<br />
  25. 25. 46% of companies who blog have generated revenue<br />because of their blog.<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  26. 26. Create Great Content by Blogging<br />Source: Data from over 1,500 businesses - http://hub.tm/BlogROI<br />
  27. 27. Blogging Attracts More Links<br />Source: Data from over 1,500 businesses - http://hub.tm/BlogROI<br />
  28. 28. Blogging Attracts More Visitors<br />Source: Data from over 1,500 businesses - http://hub.tm/BlogROI<br />
  29. 29. Getting Found<br /> Create<br /> Optimize<br /> Promote<br />
  30. 30.
  31. 31.
  32. 32. SEO Tips from Website Grader<br />Lessons from 2,345,619 websites<br />
  33. 33. Ranking Algorithm:f(n): Context + Authority<br />
  34. 34. Most Business Blogs Post Weekly<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  35. 35. More Blogging Increases Results<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  36. 36. On-Page SEO (Context)<br /><ul><li> Page Title
  37. 37. Clean URL
  38. 38. Headers & Content
  39. 39. Description</li></li></ul><li>Authority is Determined by Links<br />
  40. 40. More & Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />
  41. 41. Content is Useless w/o Links<br />Source: SEOMoz.org<br />
  42. 42. Use these links<br />
  43. 43. Where is Search Going?<br />
  44. 44. Where is Search Going?<br />
  45. 45. SEO in 2010 and Beyond<br />Ranking Algorithm:f(n): Context + Authority<br />+ Social Graph<br />
  46. 46. Blogging Drives Social Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
  47. 47. Getting Found<br /> Create<br /> Optimize<br /> Promote<br />
  48. 48. Social Media = Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  49. 49. Content Makes You Interesting<br />
  50. 50. What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
  51. 51. Product documentation
  52. 52. Company background
  53. 53. New market data
  54. 54. Educational content
  55. 55. Top-notch blog posts</li></li></ul><li>Make Sharing Easy<br />
  56. 56. It’s NOT About You… Ever!<br />HubSpot.com/cartoons<br />
  57. 57. All Your Employees Are Marketers<br />
  58. 58. Empower Employees by Sharing Info<br />
  59. 59. Read the “Inbound Marketing” Book<br />www.InboundBook.com<br />Grade Your Website: www.WebsiteGrader.com<br />Additional Free Resources: www.HubSpot.com/marketing-hubs<br />Suggested Next Steps<br />
  60. 60. d.j.k. on flickr<br />
  61. 61. jhopkins@hubspot.com<br />@jeannehopkins<br />http://Website.Grader.com<br />http://Blog.Grader.com<br />http://Grader.com<br />Free Trial Offer: www.HubSpot.com/free-trial<br />55<br />Thank You!<br />
  62. 62. 56<br />Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br /> Follow us @OMSummit<br />

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