This document summarizes an inbound marketing presentation given by Mike Volpe and Ellie Mirman of HubSpot. The presentation outlines how inbound marketing techniques like blogging, social media, content marketing and search engine optimization can generate more leads at a lower cost than traditional outbound marketing approaches. It provides specific tactics and tools that companies can use during an economic recession to cut marketing costs while increasing lead generation through inbound marketing.
10. Challenges & Opportunities
Budget Use Brain,
Cuts Not Budget
Longer Cheap Lead
Sales Cycles
S l C l Nurturing
N t i
Lower Lead Generate
Close Rates
Close Rates More Leads
More Leads
15. Outbound vs. Inbound Marketing
1. Find a “targeted” list 1. Do inbound marketing
2. Call, email
2 Call email, mail the list 2.
2 Attract people to your
3. Most of them (97%) business
have no interest 3.
3 Qualify out those that
4. Those that have are interested, but not
interest need to be a fit for you (50%)
qualified, and sold on 4. Engage with those that
your company are interested and a fit
Lots of time, effort Don’t waste time,
and money wasted effort, money on
on uninterested uninterested
prospects prospects
16. Outbound Marketing
1. Find a “targeted” list • 10,000 people on list
2. Call, email
2 Call email, mail the list • Mail email call at cost
Mail, email,
3. Most of them (97%) of ~$5+ each
have no interest • $50 000 investment
$50,000
4. Those that have • 300 respond to this
interest need to be outbound marketing
qualified, and sold on • 200 are qualified leads
your company
• Cost per lead = $250
17. Inbound Marketing
1. Do inbound marketing • Software + tools ~$4K
2.
2 Attract people to your • Invest 25% of your time
business for 3 months
3.
3 Qualify out those that • 400 people download
are interested, but not your ebook
a fit for you (50%) • 200 are qualified leads
4. Engage with those that
are interested and a fit • Cost per lead = $20
• Cost including time @
$75K per year = $45
per lead
18. Outbound vs. Inbound Marketing
Outbound Inbound
Marketing Marketing
Cash Cost $50,000 $4,000
Cash Cost per $250
$ $20
$
Lead
Time 25 Hours 10‐15 Hours /
Investment Week
Total Cost per $255 $45
Lead
33. Tips You Might Not Know
• Start before you ha e a prod ct
o have product
• Start before you have a website
• Start before you have anything
• All you need: a rough market and some ideas
• A blog can launch a company
34. Biggest Blogging Mistake
Don’t use a “free” URL from a blog service
• HubSpot.blogspot.com – NO!
• HubSpot typepad com – NO!
HubSpot.typepad.com
• HubSpot.wordpress.com – NO!
• Blog.HubSpot.com – Yes
• HubSpot.com/Blog – Yes
• SmallBusinessHub.com – Yes
35. Blog as Lead Nurturing
• No spam filters on RSS
• RSS follo s to ne jobs email doesn’t
follows new jobs,
• People can comment
• Build a relationship with your company
• Easily shared content
• Side benefits
• Social media performance
• S O performance
SEO f
37. Participate in Q&A
• Facebook
Discussions
• Yahoo!
Answers
• LinkedIn
Q&A and
Discussions
38. Q&A / Discussion Forums
• Short tho ghtf l ans ers
Short, thoughtful answers
• Links to (your) blog and tools
• First answers are better
• Long term, long tail strategy
40. 25% of SEO = On Page (Visible)
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold
41. 25% of SEO = On Page (Invisible)
• Description
• Keywords
• Alt text on images
42. 75% of SEO = Off Page
• Recommendations from friends
1.
1 “I know Mike Volpe”
2. “Mike Volpe is a marketing expert”
3.
3 You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com
2.
2 Anchor text: Internet Marketing
3. Link is from a trusted website
44. Start Groups
14,000 M
14 000 Membersb 2,100 Members
#6 in search for “marketing”
45. Build a Group
• Generic Title (“Pro Marketers”)
• Invite employees, customers and friends
• Post on your blog, website, etc.
• Then it spreads virally (or repeat the steps)
(or,
50. Priorities
• Cut cost per lead
• Cut low
C t lo ROI programs
• Cut non-lead gen activities
• Improve lead quality
• Increase lead generation
• Focus on ROI measurement
• Use inbound marketing…
51. Recession Marketing Plan
• Buy HubSpot
B H bSpot
• Buy “New Rules of Marketing & PR”
• Buy video camera
• Dedicate time to inbound marketing
• Cost: $20/day for 2009
52. Thank You!
Learn more about HubSpot:
Learn more about HubSpot:
http://www.hubspot.com/demo
Become a Fan:
Become a Fan:
http://facebook.hubspot.com
Mike Volpe Ellie Mirman
VP Inbound Marketing Inbound Marketing Manager
Twitter: @mvolpe Twitter: @ellieeille
54. Inbound Marketing System
Content
SEO Management Blogs
Landing Social
Pages Media
Lead
Intelligence
CRM
55. Getting Found: On-Page SEO
Keyword Grader
• Determine what k
D i h keywords tod
optimize your pages around based
on relevance, search volume, and
how difficult it will be to rank on the
first page of Google
• Identify critical long tail words (high
conversion rates, low competition)
• Monitor your rank against
competitors for each
keyword/phrase
• Determine the specific page on
y
your site that is ranking for each
g
keyword(phrase) and how to make
further improvements
56. Getting Found: Off-Page SEO
Link Grader
• Identify opportunities to generate
more return from your existing
links
• Monitor your live inbound links
and which inbound links are
producing the most value for you
• Aggregate your competitors
inbound links to discover new link
building opportunities that you
have not taken advantage of
57. Getting Found: SEO for Your Whole Site
Page Grader
• Analyze each page of your site to
see which produce the most
value for you (traffic, leads,
ranked k
k d keywords, li k )
d links)
• Automatically recommend
improvements to optimize each
page of your site
f it
58. Getting Found: Blogosphere
Blogging
• Enable
E bl easy, natural process to
l
consistently update content on
your site, achieve more frequent
search engine crawls, and
improve authority
i th it
• Develop an audience of email
and RSS subscribers
• Attract more inbound links (“link
( link
bait”)
• Write keyword rich content to
attract more high conversion rate
traffic
60. Lead Intelligence
• Track the full path of all of your
leads through your web site
• Automatically develop more
intelligence around each lead
(number of visits, time on site,
pages visited, comments written
on blog, documents downloaded,
g
information submitted via web
forms created)
• Increase close rate through
improved l d quality
i d lead lit
61. Making Better Marketing Decisions
Analytics
• Integrated reports in HubSpot
software allow you to understand
the effects of all your marketing
activities so you can optimize
ti iti ti i
your efforts and allocate your time
and money towards the programs
that generate the most leads and
sales for your business
62. Actionable Marketing Insights
HubFeed
• HubFeed “watches” your Internet
marketing efforts and delivers
highlights and actionable insights
based on your d t
b d data
63. HubSpot Methodology and Consulting
• Our Internet Marketing Consultants
are experienced in all aspects of
online marketing and specifically
trained on HubSpot's products and
HubSpot s
methodologies
• Consulting sessions focus on these
topics based on the specific needs
of the client
65. Thank You!
Learn more about HubSpot:
Learn more about HubSpot:
http://www.hubspot.com/demo
Become a Fan:
Become a Fan:
http://facebook.hubspot.com
Mike Volpe Ellie Mirman
VP Inbound Marketing Inbound Marketing Manager
Twitter: @mvolpe Twitter: @ellieeille