The document outlines strategies for converting website visitors into leads using inbound marketing techniques from HubSpot. It emphasizes the importance of content creation, effective call-to-actions, landing pages, and targeted offers to enhance lead conversion and quality. Additionally, it discusses measuring lead effectiveness through closed-loop marketing and the importance of attracting the right customer personas.

1. Convert More Website
Visitors to Leads Using
HubSpot
Prashant Kaw Ellie Mirman
Inbound Marketing Manager Inbound Marketing Manager
Twitter: @prashantkaw Twitter: @ellieeille

2. 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)

3. Outbound Marketing

4. Outbound Marketing is Broken
800-555-1234
Annoying
Salesperson

5. Marketing Has Changed
1950 - 2000 2000 - 2050

6. The Good News!

7. Inbound Marketing
Blog SEO Social Media

8. Proven ROI of Inbound Marketing
www.HubSpot.com/ROI

9. HubSpot Awards

10. HubSpot Buzz

11. 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

12. 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

13. Website Conversion Challenges
• Traffic Volume
• Lead Volume
• Lead Quality
• Measurement

14. Your website is the
most important marketing tool
that you have.

15. It’s Like Monopoly
15

16. Monopoly: Constantly Add Value
16

17. Which is better?
• Website traffic has doubled
• Lead flow has doubled
-- Noel Huelsenbeck, CEO, Vocio

18. How to Increase
Traffic Volume

19. Inbound Marketing
Search Engines Blogs Social Media
Get Found
Convert

20. Content Drives Visitors
• Search engines like fresh
content
• People like fresh content
• More tickets in the SEO
lottery

21. 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

22. 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)

23. What to Publish?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

24. Optimize Your Content

25. Optimize Your Content

26. Publish Content to Social Media

27. Social Media Drives Real Traffic
HubSpot Blog Referrals (Q1 & Q2 2009)
>15% Social Media; 22.9% Google
27

28. Publish Content to Social Media

29. How to Convert
More Leads

30. 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

31. Conversion Tips
1. Call to Action
2. Offer
3. Landing Page

32. Calls to Action

33. 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

34. Call to Action
What do I do here?

35. Call to Action on Every Page
35

36. Action Oriented & Positive

37. Simple & Clear
37

38. Make it Pop
38

39. Link Both Text & Images

40. Targeted to Audience
40

41. Offers

42. Tips for Offers
• WIIFM?
• Try a “Kit”
• Target Offer to Content
• Match Offer & Landing Page
• Test, Test, Test

43. WWIF - What’s In It For Me?
VS.

44. Try a “Kit”

45. Target Offer to Content
45

46. Match Offer & Landing Page
46

47. Test, Test, Test

48. Landing Pages

49. Landing Page Tips
• Minimize distractions
• Graphics matter
• Keep it short & simple
• Above the fold is best

50. Minimize Distractions - Go Naked

51. Graphics Matter
Bad
Good

52. Keep it Short & Simple
32%
Conversion 53%
Conversion

53. Above the Fold is Best
The Fold
53

54. HubSpot Landing Pages

55. How to Improve
Lead Quality

56. Improving Lead Quality
Drive more inbound leads
Attract the right website visitors
Nurture leads to the next step
Provide Sales with detailed info

57. How Do You Get Quality Leads?
Kadient Photo by David Meerman Scott
Create content that your target personas gravitate to.
57

58. 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

59. Attract the Right Visitors
59

60. Attract the Right Visitors

61. Lead Nurturing
Get leads to take the next step

62. Provide More Lead Information
Give sales a more complete picture
Show the activity on each lead
Customize follow-up to activity

63. Lead Details

64. Salesforce.com or Other CRM

65. How to Measure
Lead Close Rates

66. 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

67. Measure the Lead Funnel

68. Track Visitors, Leads, Sales
Track visitors. Track leads. Track customers.

69. Measure Campaign Effectiveness

70. Which Offers Convert Better?

71. Analyze Each Channel

72. Analyze Each Channel

73. Analyze Each Channel

74. Analyze Each Channel

75. What HubSpot Software Does
75

76. Thank You!
www.HubSpot.com/Free-Trial
Prashant Kaw Ellie Mirman
Inbound Marketing Manager Inbound Marketing Manager
Twitter: @prashantkaw Twitter: @ellieeille