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Convert More Website
  Visitors to Leads Using
  HubSpot
              Prashant Kaw   Ellie Mirman
Inbound Marketing Manager    Inbound Marketing Manager
   Twitter: @prashantkaw     Twitter: @ellieeille
HubSpot Background
•   Founded: 2006             1,500+ Customers
•   Team: 90 (15 MIT)
•   A: $5m General Catalyst
•   B: $12m Matrix Partners
•   Outside Director:
    Gail Goodman, CEO
    Constant Contact (CTCT)
Outbound Marketing
Outbound Marketing is Broken
                               800-555-1234
                               Annoying
                               Salesperson
Marketing Has Changed

   1950 - 2000          2000 - 2050
The Good News!
Inbound Marketing

   Blog        SEO   Social Media
Proven ROI of Inbound Marketing




            www.HubSpot.com/ROI
HubSpot Awards
HubSpot Buzz
Proven ROI of Inbound Marketing

     Cilk Arts Increases Leads 500%


     Makana Solutions 3x Leads, 2x Conversions


     Vocio Pays for HubSpot 30x Over with New Leads


     Objective Management Group Grows Leads 360%


     Bridge Group Doubles Online Leads

               www.HubSpot.com/ROI
HubSpot Inbound Marketing
  Process                         Tools
Get Found                   Get Found
• Publish                   • Content Mgmt
• Promote                   • Blogging
• Optimize                  • Social Media
                            • SEO
             Get Found      • Analytics

Convert                     Convert
• Test                      • Offers / CTAs
• Target     Convert        • Landing Pages
• Nurture                   • Email
                            • Lead Intelligence
                            • Lead Mgmt
                            • Analytics
Website Conversion Challenges

 •   Traffic Volume
 •   Lead Volume
 •   Lead Quality
 •   Measurement
Your website is the
most important marketing tool
       that you have.
It’s Like Monopoly




15
Monopoly: Constantly Add Value




16
Which is better?




      • Website traffic has doubled
      • Lead flow has doubled

      -- Noel Huelsenbeck, CEO, Vocio
How to Increase
 Traffic Volume
Inbound Marketing
   Search Engines      Blogs    Social Media




                    Get Found

                    Convert
Content Drives Visitors
• Search engines like fresh
  content

• People like fresh content

• More tickets in the SEO
  lottery
More Content = More Visitors & Power
                               Average Website Pages by Alexa Traffic
                                               Rank
                          1,000,000
  Average # of Webpages




                           100,000




                            10,000




                             1,000
                                      > 10,000,000 5,000,001 to   1,000,001 to    500,001 to    100,001 to     < 100,000
                                       (Extremely   10,000,000     5,000,000      1,000,000    500,000 (High   (Very High
                                       Low Traffic)  (Very Low    (Low Traffic)    (Medium        Traffic)       Traffic)
                                                       Traffic)                     Traffic)

                                                              Alexa Traffic Rank
More Content = More Visitors & Power
                                 Average Website Pages by Page Rank
                          10,000,000
  Average # of Webpages




                           1,000,000




                            100,000




                             10,000




                              1,000
                                       1   2   3    4     5    6     7      8   9   10
                                                   Page Rank (10 is best)
What to Publish?

•   Blog
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
Optimize Your Content
Optimize Your Content
Publish Content to Social Media
Social Media Drives Real Traffic
           HubSpot Blog Referrals (Q1 & Q2 2009)




             >15% Social Media; 22.9% Google



27
Publish Content to Social Media
How to Convert
 More Leads
Lead Conversion is Critical Step


                                 Target Market
Conversion is where we take
what we have spent time and      Website Visitors
money to get (visitors) and
change it into something
valuable to marketing (leads).              Leads
A cost becomes a benefit.
                                        Opportunities

                                            Customers
Conversion Tips

 1. Call to Action
 2. Offer
 3. Landing Page
Calls to Action
Call to Action Tips

 • Action Oriented & Positive
     • Click here! Sign up now! Tweet this!
 •   Simple & Clear
 •   Make it Pop
 •   Link Both Text & Images
 •   Targeted to Audience
Call to Action




                 What do I do here?
Call to Action on Every Page




35
Action Oriented & Positive
Simple & Clear




37
Make it Pop




38
Link Both Text & Images
Targeted to Audience




40
Offers
Tips for Offers

 •   WIIFM?
 •   Try a “Kit”
 •   Target Offer to Content
 •   Match Offer & Landing Page
 •   Test, Test, Test
WWIF - What’s In It For Me?




               VS.
Try a “Kit”
Target Offer to Content




45
Match Offer & Landing Page




46
Test, Test, Test
Landing Pages
Landing Page Tips

 •   Minimize distractions
 •   Graphics matter
 •   Keep it short & simple
 •   Above the fold is best
Minimize Distractions - Go Naked
Graphics Matter

      Bad
             Good
Keep it Short & Simple




                      32%
                    Conversion 53%
                           Conversion
Above the Fold is Best




     The Fold



53
HubSpot Landing Pages
How to Improve
 Lead Quality
Improving Lead Quality


   Drive more inbound leads
   Attract the right website visitors
   Nurture leads to the next step
   Provide Sales with detailed info
How Do You Get Quality Leads?




            Kadient Photo by David Meerman Scott




       Create content that your target personas gravitate to.


57
A Word of Caution
 • Writing for your
   personas DOES NOT
   mean writing about the
   products and services
   you sell them
 • Write about the things
   they want to learn about


58
Attract the Right Visitors




59
Attract the Right Visitors
Lead Nurturing

 Get leads to take the next step
Provide More Lead Information


   Give sales a more complete picture

   Show the activity on each lead

   Customize follow-up to activity
Lead Details
Salesforce.com or Other CRM
How to Measure
Lead Close Rates
Closed Loop Marketing Measurement


   Track leads all the way through sales

   Tie website visitors to closed deals

   Tie closed deals to lead sources or
  campaigns
Measure the Lead Funnel
Track Visitors, Leads, Sales




 Track visitors. Track leads. Track customers.
Measure Campaign Effectiveness
Which Offers Convert Better?
Analyze Each Channel
Analyze Each Channel
Analyze Each Channel
Analyze Each Channel
What HubSpot Software Does




75
Thank You!

     www.HubSpot.com/Free-Trial

              Prashant Kaw   Ellie Mirman
Inbound Marketing Manager    Inbound Marketing Manager
   Twitter: @prashantkaw     Twitter: @ellieeille

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