1. The „Digital World‟:
Is It Everything It‟s
„Cracked Up‟ To Be?

2. Digital Marketing Rule Book
For 2012 And Beyond:
“Adapt Or Perish…”
Avinash Kaushik
Author, Digital Marketing Evangelist - Google,
Co-founder - Market Motive.

3. Alternatives to you are one
click away…

4. “The power that can so
efficiently boost your business
to untold heights, is the same
power that can destroy it…”

5. Welcome To The
„New Economy‟

7. Ask Yourself:
What Are Your Biggest Frustrations
With Internet Marketing?
Are You Getting Plenty Of Leads?
What‟s The Quality?
Here’s how one contractor solved his
problem executing Inbound Marketing.

9. Inbound Marketing Zone - is an
innovative consulting and strategy firm who
is a Value Added Reseller(VAR) through
HubSpot's Partner Program. As a
consulting firm, we taught and
implemented a step by step marketing
system used in over 13,700 businesses in
more than 362 different industries.
For the past 6 years we've been evaluating
web-based technology platforms that allow
us develop our Done-For-You-Marketing
Management Solution; which is a
program we build, execute, measure and
fine tune everything on a monthly basis.

10. What Qualifies Us To Build This
Program For Contractors Who
Deliver Solutions That Improve
The Performance Of The Home.
Over 5 years studying „Ultra Energy
Efficient Construction‟ and „Home
Performance‟ with some of the best
Building Science guys in the Country.

11. We combine an extensive Sales, Bus.
Dev., Marketing & Strategy Experience By
Industries:
 Automotive: Engine, Chassis, Drive-
train, Hydraulics, Truck accessories, Auto
body, Transmission repair.
 Health Care: I.V. Solutions, Biomedical
Equipment, Drug delivery systems, Surgical
Spine Implants,
 Executive Recruiting: Factory
Automation, Electrical, Power
Generation, Building Products
 Ultra Energy Efficient Construction: Spray
Foam, SIPS, Insulating Concrete Forms(ICF)
 HVAC
 Home Performance
 Home Improvement
 Health Insurance.
 Marketing, Strategy & Innovation
 Website Dev. & Digital Media Development.

12. 1 Stats You Need To Know
2 Search Google In Your City
3 Building With The Right Foundation
4 Internet Marketing GAP Analysis
5 Pieces Of A Complete Strategy
6 The Playing Field Is Level

13. 1 Stats You Need To Know
Outbound Marketing
• 44% of direct mail is never opened.
• 86% of people skip TV ads.

14. 1 Stats You Need To Know
Inbound Marketing
• 93% of all buyers online or in stores use
search prior to making a purchase.
• 94% of buyers click on organic links versus
6% on paid links when searching online?
• 81% of consumers receive advice from
friends and family.
• 52% of 55-64 year old internet users have
joined a social network

15. 1 Stats You Need To Know
Inbound Marketing
• 77% use online reviews.
• 91% of adults use social media monthly.
• 64% read blogs.

16. 1 Stats You Need To Know
We Are Past The
„Tipping Point‟!

17. The MOST Important Piece
Of ‘Marketing Real Estate’.

18. Not Sure About
Your Online
Strategy…
Done Some
SEO.
Have A
Facebook
Page..

19. ...Do You Have A
Strategy In Place To
Capture Your Share?

20. • Our Strategy Is A Limited
Opportunity By Geography.
• Whoever Implements All Of This
Could Run Away With The Market.

21. 2 Search Google In Your City
Let‟s Take A Look.

22. 3 Building With The Right Foundation
Confusion!

23. 3 Building With The Right Foundation

24. 3 Building With The Right Foundation
All-In-One Or Fragmented?

26. 3 Building With The Right Foundation

27. 3 Building With The Right Foundation

28. 3 Building With The Right Foundation

29. 3 Building With The Right Foundation
The NEW Consumer: Respect Me! I‟m A Capable
Decision-Maker. Tell Me Why You Are Credible.

30. 3 Building With The Right Foundation
Categorize Your Prospects(HVAC): ‘John Smith’s Eyes’.
1. 'NO HEAT, NO COOL' (emergencies) - I need someone to
fix it NOW!
2. Do I Need A Tune Up: Is it worth it?
3. Should I replace my HVAC System with a more energy
efficient one?
4. High energy bills - what methods are a good investment
and which ones will drain your wallet.
5. Comfort issues - do I have to live with it or are there
solutions that work.
6. Health IAQ - What threats am I not aware of.
7. Home Performance - Air sealing, duct sealing, blower
door, etc.

31. 3 Building With The Right Foundation
So You‟re 1st Page On Google Along With 10 Others.
• Expecting a phone call – Yellow Page Mentality. 1-5%
are Now Buyers.
• What about the 95 - 99%? Engage and convert.
• Opportunity to educate.
• Lead nurturing.
• Increase sales conversion through pre-sales self
discovery.
• Lead analysis.

33. 4 Internet Marketing GAP Analysis

34. 5 Pieces Of A Complete Strategy
AT THE CORE:
• Marketing Strategy
• Website
• All-In-One Technology

40. $135 vs. $346

41. The 'Inner Circle' Opportunity
What Are The Costs?
What Do I Receive?

42. Getting Started – 90 Days Level One Level Two Level Three
Fees To Inbound Marketing Zone (Does Not $2200 $3200 $4500
Include $200/mo. HubSpot Subscription)
$1000 - To start. $1500 - To start. $2000 - To start.
Initial Set-Up And Dev.
$600 - Mo. # 2 $850 - Mo. # 2 $1250 - Mo. # 2
$600 - Mo. # 3 $850 - Mo. # 3 $1250 - Mo. # 3
Keyword strategy and analysis
  
Website migration and dev. (unlimited # of   
pages)
On-page SEO   
Landing Pages - Write copy, layout and design,
  
and build submittal forms.
Create Offers - Reports, Buyers Guides, etc.   
Blog set-up and integration;   
Blog subscription invitation page   
Set up Social Media and connect to HubSpot   
Build lead nurturing campaign  
Build custom email template  
Set up email manager  

43. Continue The Development And Refinement
Through Our:
Monthly Done-For-You Program Level One Level Two Level Three
(Fees To Inbound Marketing Zone) $600/mo. $850/mo. $1250
Blog Articles/mo. with keyword 6 8 12
SEO
Monthly analysis and adjustment.   
Import email lists from current   
databases.
Re-engage/Invite email blast.   
Free listing on   
www.HomeThatPerform.Com
Contractor Directory.

44. All The Extras Included In Level Three Of
Our Done-For-You Marketing Program:
Advanced Program Development Level One Level Two Level Three
($60,000 Value) $600/mo. $850/mo. $1250
ProActive Referral Program: 
Joint Ventures 
Up-selling Strategies 
Produce video testimonials 
Unlimited Consulting and 
Mastermind Group
Sales Process Improvements 

45. Advanced
Program
Development

46. Our „Inner-Circle‟ Done-For-You
Marketing Program:
A $104,600 Annual
Inbound Marketing
Campaign For $17,950.

47. Similar to a Group
Purchasing Organization
(GPO);
Affordable pricing by
leveraging the collective
buying power of multiple
small businesses within a
particular industry
segment.

48. All-in-One Marketing Software
$200 per month

49. All-in-One Marketing Software
HubSpot To Date: 6000+
Subscribers

50. “Small Business With
The Best Technology
Rules!”
“Small Business With The
Best (Internet Marketing)
Technology Rules!!”
(We Modified It A Little)

51. “Finally, there is onrushing
technology that can make you
either obsolete or quickly
threatened. If you're not on top
of the technology in your
category, trust me, someone
else out there is trying to nail
you. You have to be willing to
attack yourself with a better
Jack Trout
Recognized as the world's idea and not let your competitor
foremost marketing do it for you”.
strategist.

52. 6 The Playing Field Is Level

53. ‘Don't 'Re-invent The
Wheel’....Just Roll It
In Your Direction!
• Duplicate the track
record of HubSpot;
• 35,000 leads a month!
• A Pattern' and System -
10-Step process in
place.

54. DRIVE DOWN YOUR…
Cost Per Lead
Cost Per Sale
TO THE ABSOLUTE MINIMUM!

55. Increase Your Lead Conversion Rate
Going From 20%(2 out of 10) to 30%(3 out of 10)
Increases Sales $240,000:

56. The 'Inner Circle' Opportunity

57. Why Are We Doing
This?
The Testimonials: You appear and
speak in a video testimonial created by
us sharing your real-life experiences of
the program including the impact it has
made on your business; relating to the
materials; including but not limited to
figures, results, impact, increase in
sales, conversion ratios and productivity
relating to marketing strategies, the
benefits of the program.

58. It All Adds Up:
• Consultants With Our Business
Background.
• Most advanced Internet Marketing
Expertise; a proven methodology.
• Proven marketing system.
• Website dev., Copywriting.
• Business growth strategies.
• Industry knowledge – Home
Performance to Ultra Energy
Efficient Construction.
• Relationship with Building Science
Experts.

59. From our perspective:
Implementing All Of This Will
Be Required To Compete In
The Digital Age.

60. From our perspective:
You‟d be hard-pressed to find
company who can deliver this
much, this fast, for such a small
amount of money, for the most
important piece of „marketing
real-estate‟; where experts are
saying, “adapt or perish” .
A ‘Strategic Partnership’

61. From our perspective:
“Success Goes To Those Who
Apply New & Better Methods,
Improve Efficiencies And
Deliver Better Value!”

62. “Give me a lever
long enough and a
fulcrum on which
to place it, and I
shall move the
world.” Done-For-You
Marketing
Archimedes Solution

63. In The End, Build The
Ultimate…
…Lowering Your Costs, Making
More Money & Freeing Up More Of
Your Time.