Kirsten Knipp HubSpot b2beu dec2010
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This document discusses how inbound marketing can help businesses spend 60% less on lead generation compared to traditional marketing. It explains that inbound marketing involves getting found online through search engines, social media, and blogs by creating high-quality, optimized content and promoting it across multiple channels. The document provides tips for businesses on how to implement an inbound marketing strategy, including publishing different types of content, optimizing it for search and social media, listening to customers on social networks, and measuring results to continually improve marketing efforts.
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Kirsten Knipp HubSpot b2beu dec2010
- 1. Inbound Marketing:Spend 60% Less on Lead Gen Kirsten KnippDirector, Product Evangelism, HubSpot@kirstenpetra
- 2. The Bad News
- 3. Traditional Marketing Is Hard 800-555-1234 Annoying Salesperson
- 4. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
- 5. The Market Is Here Now
- 6. The Great News… Source: survey of hundreds of businesses: www.HubSpot.com/ROI
- 7. Here’s Why
- 9. Am I regularly creatingremarkable content?
- 10. Am I optimizing my content for search and social media?
- 11. Am I promoting my content via all channels, including social media?
- 12. Am I converting as many visitors into leads and sales as I can?
- 13. Am I analyzing the results to improve my marketing?
- 14. Stop thinking like a marketer or advertiser.
- 15. Start thinking part publisher, socializer& scientist.
- 16. Get Found Analyze Convert
- 17. Getting Found Create Optimize Promote
- 19. Publish Everything Blog Podcast Videos Photos Presentations eBooks Webinars News Releases
- 20. Grow Traffic with Remarkable Content Blogging Attracts More Visitors Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
- 21. 46% of companies who blog have gotten revenue because of their blog.
- 22. More Content = More Leads & Sales Blog More to Increase Results Source: survey of hundreds of businesses: www.HubSpot.com/ROI
- 23. Getting Found Create Optimize Promote
- 24. Two Sides of Optimization + On-Page Off-Page
- 25. How Google Weighs Optimization On Page (25%) Off Page (75%) Off-page optimization is critical
- 26. How Do You Get Links? Create content worth linking to …
- 27. Blogging Attracts Inbound Links Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
- 28. Where is Search Headed?
- 29. Where Everyone Else is Going
- 30. SEO in 2010 & Beyond + + Social Graph On-Page Off-Page
- 31. Getting Found Create Optimize Promote
- 33. Twitter
- 35. LinkedIn Answers
- 38. Free trials
- 40. New data
- 41. Funny videos
- 43. Blog Post Tweet Orchestra uses 10 FREE business tools to run our business. Check it out: http://bit.ly/8Wrel Joint effort discussion Email from Website Form ...we have a free tool, can you mention our website and product?... We’ll mention you, you mention us Partner Links Mention in Newsletter $ Unique Hubspot tokenized URL Web Lead via CTA Traffic to Orchestra.com Courtesy of HubSpot Customer: Lead Source: Newsletter via Hubspot Token How Can Sharing Deliver Leads?
- 46. Get Found Analyze Convert
- 47. 40
- 48. 41
- 50. Give them Direction ContentPages Home Page 300+ Landing Pages
- 51. Keep in Touch with Content & Offers
- 52. Help your Sales Team Connect
- 53. Get Found Analyze Convert
- 54. Become a Marketing Scientist
- 55. Recognition | Industry Websites Thought Leadership Status Web 2.0 Penetration Recognition | Industry Leaders Courtesy of HubSpot Customer: Qualitative: Blog & Brand-Social Reach
- 56. Courtesy of HubSpot Customer: Quantitative: Overall Reach
- 57. Measure Sources of Traffic, Leads & Sales Courtesy of HubSpot Customer:
- 58. Invest More in What Works
- 59. Final Thoughts
- 61. Inbound Sales & Marketing
- 62. Can You Put the Pieces Together? d.j.k. on flickr
- 63. HubSpot Puts the Pieces Together
Editor's Notes
- More money than brains vs. more brains than money …. ???
- http://www.flickr.com/photos/peterjlambert/97671748/
- Blog post frequency to Customer Acquisition … more frequent blogging = more customers from blog.
- Last, after a very fragmented beginning for social media in Europe, with geographical divergence in the popularity of varied platforms like Bebo, MySpace and ASmallWorld, Facebook is emerging as a leader across the continent. With almost 100 million European users, Facebook is the number one social network #1 in the UK, ranks as the second most visited site in France, after Google, and is growing in Germany and further east. That is great news for inbound marketers who adopt social media as a key engagement channel. Instead of trying to be present on all possible social media platforms, European marketers can start with Facebook and one or two local or vertically specialized social networks relevant to their audience.
- http://www.orchestrateam.com/blogs/ten-free-online-tools-small-business
- If it looks like your website then … http://www.flickr.com/photos/cyberslayer/952121271/Howard_gees
- CTAs on HPCTAs on every pageLanding Pages for every campaign & offer … if you are doing any Paid media, PPC, etc and you arent sending that traffic to a dedicated landing page, or a landing page with a custom URL – you are wasting your effort …
- You know your audience … you’ve captured their attention and by converting with you once, they have given you an idea of what they want to know about.Tailor your communication with them … if they downloaded something on social media – follow up with more social media related assets … if it was SEO or lead gen, then you should be sending different copy, content and offers …
- Once it is clear that sales should engage … you should be helping them leverage all the tools you’ve been using throughtout the marketing lifecycle to develop a personal relationship-give them access to all the leads data – what pages they’ve viewed, forms downloaded and even which email campaigns they’ve been sent-employ social crm by providing social media profiles when available so they can quickly see what is on a prospects mind both personally and professionally for rapport building and to understand the dynamics of their business … Once sales has connected – they can continue using and sharing material with the prospect that maybe they have not seen before and leverage all the great inbound content you’ve created … This is another phenomenal way that blog posts and webinars live on and provide value further down the sales cycle.
- Measure everything … you are part scientist – part anthropologist to crunch the data … come up with hypotheses around why a certain outcome occurred and then test that hypothesis again until you find a winning formula … then do it again …
- Needs more images … Do you have an image of where you are presenting next …Or tweets / emails of folks who follow you?
- Measure by source … and measure by campaign … combining your most effective channels with your most effective tactics brings the most bang for buck and you should know what they are … Results Speak Louder than WordsMeasuring success with HubspotOrganic traffic growth visual (attached to email)Tracking our competitors in HubspotDiscovering keywords with Hubspot and targeting them in blogsThought Leadership status within a huge industryGot attention of SAP, a Fortune 500 giantInbound Marketing > Twitter > Lead > $$$
- 86% experienced lead increases90% experienced a traffic increaseThat’s how you spend 60% less on lead generation …
- This workshop, led by HubSpot Director of Product Evangelism Kirsten Knipp, will provide attendees with insight into the changing nature of business shopping and will walk attendees through hands-on, actionable steps businesses can use to take advantage of modern, inbound marketing techniques, optimize their websites to get found by more prospects and convert higher percentages of these prospects into paying customers. Activities covered in the workshop include creating content and maintaining a company blog, researching and choosing keywords for search engine optimization, engaging in social media sites, creating effective landing pages and ultimately measuring the success of inbound marketing programs.