nn Leveraging Inbound
Marketing to Unlock a
River of Quality Leads
and New Customers
Peter Caputa IV
HubSpot

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My son making his first instructional video for “WooTube”.

9

10
Every business does Inbound Marketing Now

Blogs Interactive
Tools
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks

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The Best Inbound Marketers Report that Results from
Inbound Marketing is… Methodical, Predictable,
Repeatable, Improve-able, Scale-able, Exponential….

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Kuno Creative Generates 500 leads/month

HubSpot's Salesforce Integration
Revitalizes Mimio's Marketing
HubSpot helps us to improve our entire lead process
from increasing acquisition, to enabling segmentation, to
sending them off to our sales organization in a more
qualified state than we were able to do before.
“
Dawn Augiar ”
Senior Manager of Digital Marketing
Mimio
40%
Amount they are
exceeding monthly
leads goals
70%
Increase in
year-over-year
web traffic
#1
Page rank of
target
keywords
Full story: www.hubspot.com/customers/mimio

Square 2 Marketing Secured 48 clients via
Inbound Marketing

AmeriFirst Brings Its Relationship
Based Strategy Online
“I love HubSpot software because the tools are in one
place. Instead of piecing it all together slowly with
multiple sources, I get to do it all with fewer people and
one platform."
“
Dan Moyle ”
Creative Director of Marketing
AmeriFirst Home Mortgage
Full story: www.hubspot.com/customers/amerifirst
3.8x
More monthly
website traffic
after 1 year
51.7x
More monthly
leads after 1 year
5%
Increase in sales
after 2 years

100s of Case Studies
http://www.hubspot.com/customers

The Inbound Marketing Methodology
Inbound marketing can turn strangers into customers
and promoters of your business.

STEP 1: ATTRACT STRANGERS AND TURN
THEM INTO WEBSITE VISITORS.
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Email
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows

STEP 1: ATTRACT STRANGERS AND TURN
THEM INTO WEBSITE VISITORS.
You want to attract people that will potentially
become leads. Attract your ideal customer or
buyer persona by creating content that’s
valuable to them and easy for them to find.
Make yourself findable, but don’t wait until they
find you. Include them in the content creation
process through interviews and surveys and by
creating content that your sales team will use
when they proactively reach out to prospects.

STEP 2: CONVERT WEBSITE VISITORS INTO
LEADS.
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Email
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows

STEP 2: CONVERT WEBSITE VISITORS INTO
LEADS.
Once you’ve got visitors to your
site, the next step is to convert
those visitors into leads by
gathering their contact information.
In order to get this valuable
information, you need to offer
something up in return (ex: ebook).

STEP 3: CLOSE LEADS INTO CUSTOMERS
THROUGH LEAD NURTURING.
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Email
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows

STEP 3: CLOSE LEADS INTO CUSTOMERS
THROUGH LEAD NURTURING.
Once you’ve attracted the right
visitors and converted the right
leads, you need to transform those
leads into customers with targeted,
automated email nurturing and
social media interaction.

STEP 4: DELIGHT CUSTOMERS TO TURN
THEM INTO PROMOTERS OF YOUR BRAND.
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Email
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows

STEP 4: DELIGHT CUSTOMERS TO TURN
THEM INTO PROMOTERS OF YOUR BRAND.
Using context and personalization
to deliver tailored messages,
continue to engage with, delight,
and (hopefully) upsell your current
customer base into happy
promoters of your company.

Turning Strangers
into Visitors

Pick the right keywords

Optimize pages for SEO

Create optimized content frequently (aka Blog)

I’m going to take a
moment to emphasize
the importance of
blogging because it’s
that important ...

SERIOUSLY. BLOGGING WORKS.
The average company that blogs
generates:
• 55% more website visitors.
• 97% more inbound links.
• 434% more indexed pages.
Source: HubSpot

COMPANIES THAT BLOG GENERATE 126%
MORE LEADS THAN THOSE THAT DON’T.
180%
160%
140%
120%
100%
80%
60%
40%
20%
0%
Blog No blog
Average Monthly Lead Growth
Survey N = 2,300 Source: HubSpot

BLOGGING IS REGULARLY LINKED TO
HIGHER ROI.
75%
82%
Percent of marketers who demonstrated inbound ROI
Percent of marketers who couldn't demonstrate inbound ROI
71%
67%
57%
14%
10%
14%
21%
25%
Survey N = 3,339 Source: HubSpot
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Multiple times per
day
Daily 2-3 times per week Weekly Monthly
Blogging Frequency

Make it Shareable
80%

Share it Yourself

Make Sure They Can Read It on Their Device!

Track SEO Performance

Track Blogging Performance

Track Social Performance

Turning Visitors
into Leads

Create an offer

ENTICE YOUR VISITORS TO CLAIM AN OFFER
WITH CALLS-TO-ACTION.
Calls-to-action (CTAs) are buttons
or links that encourage your
visitors to take action, like
“Download a Whitepaper” or
“Attend a Webinar.” If you don’t
have CTAs or if they aren’t enticing
enough, you won’t generate leads.

Put it behind a landing page

USE FORMS TO GET THE INFORMATION YOU
NEED ABOUT YOUR PROSPECTS.
In order for visitors to become
leads, they must fill out a form and
submit their contact information.
Optimize your form to make this
step of the conversion process as
easy as possible.

Measure every offer

Test every landing page

Turning Leads
into Customers

HOUSE ALL OF YOUR CONTACTS IN ONE
PLACE.
Keep track of the leads you're
converting in a centralized
marketing database so you can
make sense out of every
interaction you’ve had with your
contacts – be it through email, a
landing page, or social media.

Know Their Interests

Time Your Sales Attempts
Free tool: www.getsignals.com

Collaborate with Prospects on Your Marketing

Interact via social

Use Context to Deliver the Right Content at the Right Time
via the Right Channel

SEND TARGETED EMAILS TO LEADS TO PULL
THEM THROUGH THE SALES FUNNEL.
What if a visitor clicks on your CTA
and fills out a form on a landing
page to download a whitepaper,
but still isn’t ready to become a
customer? Nurture them with a
series of emails focused on useful,
relevant content until they’re ready.

GO BEYOND EMAIL BY USING AUTOMATION
INFORMED BY CONTEXT AND LIFECYCLE.
If a visitor downloaded a
whitepaper from you in the past,
you might want to send that lead a
series of related emails. But if they
follow you on Twitter and visited
certain pages on your website, you
might want to tailor the messaging.

Nurture via your website

CLOSE THE LOOP BY INTEGRATING YOUR
MARKETING TOOLS WITH YOUR CRM.
Know which marketing efforts are
bringing in the best leads and
whether your sales team is
focused on the most qualified
leads by integrating with your
Customer Relationship
Management (CRM) system.

Measure the Smarketing Funnel

YOU’VE
GOT
YOUR
TOES
IN…
63

IS IT TIME
TO JUMP
IN ALL
THE WAY?
64

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5
Leverage INBOUND to
Grow Your Business

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