Overview of inbound marketing given at the NEDMA 2011 event @Bentley University. What is inbound and why does it generate leads at a lower cost than traditional methods?

1. Inbound Marketing:
Spend 60% Less on Lead Gen
Kirsten Knipp
Director, Product Evangelism, HubSpot
@kirstenpetra
May 12, 2011

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: State of Inbound Marketing 2011

7. Here’s Why

8. Ask yourself …

9. Am I regularly creating
remarkable 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
Convert

17. Getting Found
Create
Optimize
Promote

18. Know your Audience

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: HubSpot State of Inbound Marketing 2011

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
On-Page Off-Page Social Graph

31. Getting Found
Create
Optimize
Promote

32. Listen & Engage
• Social Media Monitoring …
• Twitter
• Facebook Discussions
• LinkedIn Answers
• What’s relevant in your country or industry?

33. Build Networks, Share Content of Value

34. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog po

35. Make Sharing Easy

36. How Can Sharing Deliver Leads?
Blog Post
Tweet
Orchestra uses 10 FREE business tools to run our
business. Check it out: http://bit.ly/8Wrel
Joint effort Email from
discussion Website Form
We’ll mention you, you mention us ...we have a free tool, can you mention our
website and product?...
Partner Mention in
Links Newsletter
Unique Hubspot tokenized URL
$ Web Lead
via CTA
Lead Source: Newsletter via Hubspot Token
Traffic to
Orchestra.com
Courtesy of
HubSpot Customer:

37. Social Media Drives Leads
• Twitter is largest category
• >40% of HubSpot’s total social media leads

38. Social Media Drives Sales
Source: State of Inbound Marketing 2011

39. Get Found
Convert

40. 40

41. 41

42. Recognize This?
42

43. Give them Direction
Home Page Content Pages
300+ Landing Pages

44. Keep in Touch with Content & Offers

45. Help your Sales Team Connect

46. Get Found
Convert

47. Become a Marketing Scientist

48. Qualitative: Blog & Brand-Social Reach
Recognition | Industry Websites Thought Leadership Status
Web 2.0 Penetration
Recognition | Industry Leaders
Courtesy of
HubSpot Customer:

49. Quantitative: Overall Reach
Courtesy of
HubSpot Customer:

50. Measure Sources of Traffic, Leads & Sales
Courtesy of
HubSpot Customer:

51. Invest More in What Works … Inbound

52. Channels Gaining Importance: 2009 v. 2011

53. Final Thoughts

54. Traditional Sales

55. Inbound Sales & Marketing

56. Can You Put the Pieces Together?
d.j.k. on flickr

57. HubSpot Puts the Pieces Together

58. 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

59. Thank you!
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