Post on 20-Aug-2015
May 12, 2011
Inbound Marketing: Spend 60% Less on Lead Gen
Kirsten Knipp Director, Product Evangelism, HubSpot
@kirstenpetra
The Bad News
Traditional Marketing Is Hard
800-555-1234
Annoying
Salesperson
The Good News…
Inbound Marketing: Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com
The Great News…
Source: State of Inbound Marketing 2011
Here’s Why
Ask yourself …
Am I regularly creating remarkable content?
Am I optimizing my content for
search and social media?
Am I promoting my content via all channels,
including social media?
Am I converting as many visitors into
leads and sales as I can?
Am I analyzing the results to improve my marketing?
Stop thinking like a marketer or advertiser.
Start thinking part publisher, socializer & scientist.
Get Found
Convert
Getting Found
Create
Optimize
Promote
Know your Audience
Publish Everything
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• Webinars
• News Releases
Grow Traffic with Remarkable Content
• Blogging Attracts More Visitors
Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
46% of companies who blog have gotten revenue because of their blog.
More Content = More Leads & Sales
• Blog More to Increase Results
Source: HubSpot State of Inbound Marketing 2011
Getting Found
Create
Optimize
Promote
Two Sides of Optimization
On-Page Off-Page
How Google Weighs Optimization
Off-page optimization is critical
On
Page
(25%)
Off
Page
(75%)
How Do You Get Links?
Create content worth linking to …
Blogging Attracts Inbound Links
Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
Where is Search Headed?
Where Everyone Else is Going
SEO in 2010 & Beyond
On-Page Off-Page Social Graph
Getting Found
Create
Optimize
Promote
Listen & Engage
• Social Media Monitoring …
• Facebook Discussions
• LinkedIn Answers
• What’s relevant in your country or industry?
Build Networks, Share Content of Value
What Gets Shared?
Rarely
Shared
Frequently
Shared
• Product info
• Free trials
• Software documentation
• New data
• Funny videos
• Top-notch blog posts
Make Sharing Easy
$
Tweet
Orchestra uses 10 FREE business tools to run our
business. Check it out: http://bit.ly/8Wrel
Blog Post
Email from
Website Form
...we have a free tool, can you mention our
website and product?...
Joint effort
discussion
We’ll mention you, you mention us
Partner
Links Mention in
Newsletter
Unique Hubspot tokenized URL
Traffic to
Orchestra.com Web Lead
via CTA
Lead Source: Newsletter via Hubspot Token
How Can Sharing Deliver Leads?
Courtesy of
HubSpot Customer:
Social Media Drives Leads
• Twitter is largest category
• >40% of HubSpot’s total social media leads
Social Media Drives Sales
Source: State of Inbound Marketing 2011
Get Found
Convert
40
41
Recognize This?
42
Give them Direction
300+ Landing Pages
Home Page Content Pages
Keep in Touch with Content & Offers
Help your Sales Team Connect
Get Found
Convert
Become a Marketing Scientist
Recognition | Industry Websites
Recognition | Industry Leaders
Thought Leadership Status
Web 2.0 Penetration
Courtesy of
HubSpot Customer:
Qualitative: Blog & Brand-Social Reach
Courtesy of
HubSpot Customer:
Quantitative: Overall Reach
Courtesy of
HubSpot Customer:
Measure Sources of Traffic, Leads & Sales
Invest More in What Works … Inbound
Channels Gaining Importance: 2009 v. 2011
Final Thoughts
Traditional Sales
Inbound Sales & Marketing
Can You Put the Pieces Together?
d.j.k. on flickr
HubSpot Puts the Pieces Together
Additional Resources
• Read “Inbound Marketing” Book
www.InboundBook.com
• Grade your website:
www.WebsiteGrader.com
• Check out more free resources:
www.HubSpot.com/marketing-hubs
Contact Kirsten Knipp:
•1-888-HubSpot
•www.Twitter.com/kirstenpetra
•www.LinkedIn.com/in/kirstenpetra
•Company: www.HubSpot.com
•Blog: http://Blog.HubSpot.com
•Free Tool: www.WebsiteGrader.com
Thank you!