SlideShare a Scribd company logo
nn Leveraging Inbound 
Marketing to Unlock a 
River of Quality Leads 
and New Customers 
Peter Caputa IV 
HubSpot
4
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
15 
The Best Inbound Marketers Report that Results from 
Inbound Marketing is… Methodical, Predictable, 
Repeatable, Improve-able, Scale-able, Exponential….
16 
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
6 
5 
Leverage INBOUND to 
Grow Your Business
+

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Leveraging Inbound Marketing to Generate Traffic, Leads and Sales

  • 1. nn Leveraging Inbound Marketing to Unlock a River of Quality Leads and New Customers Peter Caputa IV HubSpot
  • 2.
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  • 4. 4
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  • 6. My son making his first instructional video for “WooTube”.
  • 7.
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  • 9. 9
  • 10. 10 Every business does Inbound Marketing Now
  • 11.
  • 12. Blogs Interactive Tools Photos & Infographics Videos & Podcasts Presentations & eBooks
  • 13.
  • 14.
  • 15. 15 The Best Inbound Marketers Report that Results from Inbound Marketing is… Methodical, Predictable, Repeatable, Improve-able, Scale-able, Exponential….
  • 16. 16 Kuno Creative Generates 500 leads/month
  • 17. 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
  • 18. Square 2 Marketing Secured 48 clients via Inbound Marketing
  • 19. 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
  • 20. 100s of Case Studies http://www.hubspot.com/customers
  • 21. The Inbound Marketing Methodology Inbound marketing can turn strangers into customers and promoters of your business.
  • 22. 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
  • 23. 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.
  • 24. 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
  • 25. 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).
  • 26. 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
  • 27. 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.
  • 28. 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
  • 29. 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.
  • 31. Pick the right keywords
  • 33. Create optimized content frequently (aka Blog)
  • 34. I’m going to take a moment to emphasize the importance of blogging because it’s that important ...
  • 35. SERIOUSLY. BLOGGING WORKS. The average company that blogs generates: • 55% more website visitors. • 97% more inbound links. • 434% more indexed pages. Source: HubSpot
  • 36. 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
  • 37. 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
  • 40. Make Sure They Can Read It on Their Device!
  • 46. 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.
  • 47. Put it behind a landing page
  • 48. 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.
  • 51. Turning Leads into Customers
  • 52. 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.
  • 54. Time Your Sales Attempts Free tool: www.getsignals.com
  • 55. Collaborate with Prospects on Your Marketing
  • 57. Use Context to Deliver the Right Content at the Right Time via the Right Channel
  • 58. 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.
  • 59. 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.
  • 60. Nurture via your website
  • 61. 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.
  • 63. YOU’VE GOT YOUR TOES IN… 63
  • 64. IS IT TIME TO JUMP IN ALL THE WAY? 64
  • 65. 6 5 Leverage INBOUND to Grow Your Business
  • 66. +