Stop scrounging for new leads and start leading them to you with this powerful guide to inbound marketing.

1. Market With a Magnet
How Inbound Can Help Businesses Like Yours

2. Introduction
Inbound Marketing is a methodology focused on long-term planning and
building brand relationships. The emphasis is on developing a meaningful
connection between your brand and your ideal clients, so that when they
need your services, they come to you.
This presentation will discuss how an inbound marketing strategy can
benefit you, and then walk you through the process of developing and
implementing one.
Let’s go!

3. Inbound Marketing
Statistics

4. Create long-lasting marketing assets by publishing blog articles
optimized to get found and generate leads.
Blogging
• There are 31% more bloggers today than there were three years ago
• 46% of people read blogs more than once a day
• Most people read 5-10 blogs
• Nearly 40% of U.S. companies use blogs for marketing purposes
• Blog frequency impacts customer acquisition. 92% of companies who blogged
multiple times a day acquired a customer through their blog
• 57% of marketers acquired customers from blogging
• Companies that blog 15+ per month get 5x more traffic than companies that
don’t blog
• Companies that increase blogging from 3-5x/month to 6-8x/month almost
double their leads
• An average company will see a 45% growth in traffic when increasing total blog
articles from 11-20 to 21-50

5. Impact of Monthly Blog Articles on Inbound Traffic
Blogging
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TRAFFIC
INDEX
MONTHLY BLOG POSTS

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LEADS
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MONTHLY BLOG POSTS
Impact of Monthly Blog Articles on Inbound Traffic
Blogging

7. Publish and track messages across multiple platforms and accounts with
suggested times for increasing reach. Monitor the social activity of your leads.
Social Media
• The world is becoming more social: 4.6 average hours per week worldwide
• 59% of marketers are using social media for 6 hours or more each week
• 83% of marketers indicate that social media is important for their business
• Social media has a 100% higher lead-to-close rate than outbound marketing
• Social media use in the U.S. has increased by 356% since 2006
• 42% of marketers say Facebook is critical or important to their business
• Companies that acquired customers from Facebook: B2C is 77% and B2B is 43%
• 79% of U.S. Twitter users are more likely to recommend brands they follow
• 67% of U.S. Twitter users are more likely to buy brands they follow

8. Impact of Company Twitter Reach on Inbound Traffic
Social Media
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TWITTER FOLLOWERS

9. Discover which keywords will bring the best organic traffic to
your site and analyze your paid search campaigns.
SEO & Keywords
• 61% of global Internet users research products online
• 44% of online shoppers begin by using a search engine
• Worldwide, we conduct 131 billion searches per month on the web
• 57% of TV viewers use the web simultaneously
• 60% of all organic clicks go to the top three organic search results
• 75% of users never scroll past the first page of search results
• Companies that blog have 97% more inbound links
• The average click-through rate for paid search in 2010 (worldwide) was
2%

10. Capture inbound leads through your website with landing pages
that are easy to customize, A/B test, personalize, and track.
Landing Pages
• Companies with 30 or more landing pages generate 7x more leads than
those with fewer than 10
• 48% of marketers build a new landing page for each marketing
campaign
• 68% of B2B businesses use landing pages to garner a new sales lead for
future conversion
• 16% of landing pages are free of navigation bars
• Businesses with over 40 landing pages got 12x more leads than those
with only 1 to 5 landing pages

11. Impact of Monthly Blog Articles on Inbound Traffic
Blogging
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600
NEW
LEADS
INDEX
LANDING PAGES

12. Send personalized, beautiful emails that your prospects will look forward
to receiving and measure which messages are most effective.
Email
• 59% of B2B marketers say email is the most effective channel in
generating revenue
• Relevant emails drive 18x more revenue than broadcast emails
• Personalized emails improve click-through rates by 14%, and conversion
rates by 10%
• Lead nurturing emails get 4 to 10 times the response rate compared to
standalone email blasts
• Companies that excel at lead nurturing have 9% more sales reps
making quota
• “Secrets” is the most clicked lead nurturing subject line word
• “Posts” and “Jobs” is the most clicked subject line words
• Your most recent subscribers are the most likely to click through

13. Marketing and Sales
• 50% of leads are qualified, but not yet ready to buy
• Only 25% of leads are legitimate and should advance to sales
• 79% of marketing leads never convert into sales, with lack of lead
nurturing as the common cause
• 61% of B2B marketers send all leads directly to sales, however only
27% of those leads are qualified
• Just 56% of B2B organizations verify valid business leads before
they are passed to sales
• Companies that excel at lead nurturing generate 50% more sales
ready leads at 33% lower cost

14. Marketing and Sales
• 46% of marketers with mature lead management processes have sales
teams that follow up on more than 75% of marketing-generated leads
• 25% of marketers who adopt mature lead management processes have
sales teams that follow up on more than 75% of marketing-generated
leads
• Companies with mature lead generation and management practices
have a 9.3% higher sales quota achievement rate
• Companies that excel at lead nurturing have 9% more sales reps making
quota
• Nurtured leads produce, on average, a 20% increase in sales
opportunities versus non-nurtured leads
• Nurtured leads make 47% larger purchases than non-nurtured leads

15. About
Inbound Marketing

16. Market with a
magnet, not a
sledgehammer.

17. Marketing and Sales
Instead of buying ads, buying
email lists, or cold calling,
inbound marketing focuses on
creating educational content
that pulls people toward your
website where they can learn
more about what you sell on
their own accord.

18. Inbound is an approach to marketing that reaches today’s
consumer.
Get found by qualified
leads online with
content (website pages,
blog articles, social
messages) optimized
for search and social
media.
Understand what
content pulls your
buyers through the
sales funnel, and use
that context to
personalize your
marketing at scale.

19. Inbound
marketing is a
philosophy based
on the truth that
consumers buy
differently today
than they did 10
years ago.

20. PRE-INTERNET.
Buyer: Relatively uninformed.
Buyer Journey: Linear.
Marketing Playbook:
Interrupt (cold calls and
advertising).
TODAY.
Buyer: Well-informed.
Buyer Journey: Fluid and random.
Starts with Google.
Marketing Playbook: Thought
leadership through content
creation.

21. Major Themes of Inbound Marketing
• You create targeted content that answers your
customer's basic questions and needs, and you share
that content far and wide.
• You recognize that people go through stages as they
interact with your company, and that each stage
requires different marketing actions
• As you learn more about your leads over time, you can
better personalize your messages to their specific
needs.
• Inbound marketing is multi-channel by nature
because it approaches people where they are, in the
channel where they want to interact with you.
• Your publishing and analytics tools all work together
like a well-oiled machine, allowing you to focus on
publishing the right content in the right place at the
right time.

22. Inbound Marketing
Methodology

23. • The inbound philosophy is backed
by a methodology that helps
brands attract, convert, close, and
delight visitors, leads and
customers through a variety of
channels such as social media,
blogging, SEO, landing pages,
forms, and email.
• The methodology facilitates the
buyer journey through the sales
funnel – from strangers to
promoters of your brand.

24. Inbound and the Sales Funnel

25. How it Fits Together
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
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters

26. THE METHODOLOGY VISUALIZED AS A SALES
FUNNEL.
Along the top are the four
actions (Attract, Convert,
Close, Delight) companies
must take in order to
obtain visitors, leads, and
customers.
Along the bottom are the tools companies use to
accomplish these actions.

27. Attract strangers and turn them into website visitors.
Step 1
You want to attract people
that will potentially become
leads. Attract your ideal
customer or buyer persona
by creating content that’s
valuable and easy for them
to find.

28. Convert website visitors into leads.
Step 2
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).

29. Close leads into customers through nurturing
Step 3
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.

30. Attract strangers and turn them into website visitors.
Step 4
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. Inbound Marketing
in Action

32. Attract strangers and turn them into website visitors.
Step 4
Tools to attract strangers to
your site include:
• Blogging
• Social Media
• Keyword Optimization
• Site Pages Blog
Social Media
Keywords
Pages
Attract
Strangers Visitors

33. Blogging Matters
We’re going to take a moment
to emphasize the importance
of blogging because it’s that
important.
Companies blog because it’s
one of the most effective ways
to attract potential customers
to your site.
The average company that
blogs generates:
• 55% more website
visitors.
• 97% more inbound links.
• 434% more indexed
pages.

34. Companies that blog generate 126% more leads than those that
don’t.
Blogging Matters
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
Blog No blog
AverageMonthlyLeadGrowth

35. Blogging is regularly linked to higher ROI
Blogging Matters
75%
82%
71%
67%
57%
14%
10%
14%
21%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Multiple times per
day
Daily 2-3 times per week Weekly Monthly
B log g ing F requenc y
Percent of marketers who demonstrated inbound ROI
Percent of marketers who couldn't demonstrate inbound ROI

36. Blogging isn’t the only tool that effectively attracts
customers to you, though.
Strangers Leads
You need to be active on social
media, too.
• You must share remarkable
content and valuable
information on the social web,
engage with your prospects, and
put a human face on your brand.
You should create content
around targeted keywords as
well.
• You need to carefully,
analytically pick keywords,
optimize your pages, create
content, and build links around
the terms your ideal buyers are
searching for. (Psst! HubSpot’s
software gives you SEO advice as
you type).

37. Convert website visitors into leads.
Step 2
Tools to convert visitors into
leads include:
• Calls-to-Action
• Landing Pages
• Forms
• Contacts Database Calls-to-Action
Landing Pages
Forms
Contacts
Convert
Visitors Leads

38. 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.

39. Drive visitors to landing pages where they can become
leads.
When a website visitor clicks on
a CTA, they should then be sent
to a landing page where the
offer in the call-to-action is
fulfilled, and where the
prospect submits information
that your sales team can use to
begin a conversation with
them.

40. 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.

41. 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.

42. Close the leads into customers through nurturing
Step 3
Tools to delight your customers
include:
• Smart Calls-to-Action
• Social Media
• Email and Marketing
Automation Social Media
Smart-Calls-to-
Action
Email
Workflows
Delight
Customers Promoters

43. Send targeted emails to leads to pull them through the
sales funnel.
You’ve got contacts in your
system, but how do you know
which ones are ready to speak
to your sales team? Using a
numerical representation of the
sales-readiness of a lead takes
the guesswork out of the
process.

44. 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.

45. 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.

46. Attract strangers and turn them into website visitors.
Step 4
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.

47. Keep the cycle going by continually nurturing with
personalized content.
Treat people like people and
earn trust by using Smart
Content and Personalization
Tokens to create a tailored
experience based on prospects’
needs across all of your
marketing channels – from CTAs
to email to landing pages.

48. 1) ATTRACT: GET TRAFFIC
2) CONVERT: GET LEADS
3) CLOSE: GET CUSTOMERS
4) DELIGHT: ANALYZE & OPTIMIZE
Create blog content, search engine optimize
(SEO) that content, and promote it on social
media sites.
Place calls-to-action throughout your website, blog,
social accounts, and email to drive visitors to landing
pages with forms.
Send leads targeted, automated emails to drive them through
your buying cycle. Provide your sales team with lead
intelligence for more effective sales calls.
Analyze the success of your marketing campaigns, and
determine which areas need further optimization or
personalization for future success.