View
8.313
Download
2
Category
Preview:
Citation preview
Inbound Marketing:More Customers for Less Money
I’m Mike Volpe.Nice to meet you.
@mvolpeCMO @HubSpot
Our Marketing Philosophy
The Story from 2007 to 2011
Building an Inbound Marketing Machine
The New Marketing Team
1
3
Measuring Marketing
2
45
Agenda
Our MarketingPhilosophy
1
For decades, marketing focused on pushing messages out.
7
86% skip TV
ads
91%
unsubscribe200m
Say DO NOT CALL
44%
of direct mail is never opened
Be more inbound to draw people in at all stages of the sales and marketing process. “Here’s some exceptional
content, useful data &/or awesome service. Enjoy.”
Renting anAudience…
...vs Building Assets
How Inbound Marketing WORKS.
1 Get Found
of B2B executives use search engines to find goods & services for their business.
73%
2 Convert
3 Analyze
1 Get Found
2 Convert
3 Analyze
( INBOUND )
MARKETING
The Storyfrom 2007to 20112
17
Circa 2007
10Beta Customers
2Leads Per Day
5Employees
$xSmall seed
investment by Founder
Customers
Leads
Employees
2011: Our BIGGEST Year Yet
Building an Inbound Marketing Machine
2
Kadient photo by: David Meerman Scott
Personas
Build Marketing Assets
BlogFree ToolsPodcastVideosPhotos
PresentationseBooks
News Releases
Your competition is not who you think it is.
• Free interactive tool
• 4 million users• Great PR
coverage • 50,000+ visitors
from StumbleUpon
• 500,000+ opt-in emails
MarketingGrader
Blog.HubSpot.com
Blog.HubSpot.com
Top 3 source
of leads
Blog.HubSpot.com
10% visit HubSpot.com
Blog.HubSpot.com
10-20% Lead conversion rate
55% more website visitorsfor companies that blog.
Image credit: netzkobold
79% more Twitter followersfor companies that blog.
• 1-2k views /episode
• 300,000 total views
• Top 5 marketing podcast in iTunes
MarketingUpdatePodcast
http://www.youtube.com/watch?v=4-lGe5MnBlY
• 10,000 views 1st day
• Page 1 for “inbound marketing”
• Page 1 for “marketing” on YouTube
• 3x increase in searches for “inbound marketing”
B2B Music Video
Social Media
165,000 followers
76,000 group members
105,000 likes
Social Media
165,000 followers
76,000 group members
105,000 likes
Top 3 source of leads
Social Media
165,000 followers
76,000 group members
105,000 likes
7-10% Lead conversion rate
% Companies Acquiring Customers via Social Channels
57% 48% 57% 42%
Targeted Calls-to-Action on All Content
1,200 Landing Pages
45% conversion rate
50-90 Targeted eMails/Month
10+ Behavior-Based Lead Nurturing Series
SUMMARY
Get Found• 2,800 blog articles, 9.4M views• 300 presentations, 1.3M views• 500 videos, 1M views• 180 podcast episodes, 300K views• 150 webinars, 300K views• 1,000’s keywords driving
SEO traffic
SUMMARY
Convert• 5-7% overall conversion rate• 1,200 landing pages with
45% conversion rate• Hundreds of social media
messages / month• 50-90 segmented and
targeted emails / month• 10+ behavior-based lead
nurturing series • Intelligence about lead
behavior drives alerts for sales team
• 10,000 MQLs given to sales each month
3 Analyze
The New Marketing Team4
The Press Release Hire
GSD
DARC : Analytical
DARC : Reach
DARC : Content
Organizing the New Marketing Team
MarketingGet Found
Team
BlogsVideos
WebinarsPresentations
Promotion of Free Tools
Convert Team
Lead NurturingLead Scoring
Landing PageOptimization
Paid Lead Generation
Dev Team
Free Tools
Product Marketing
Sales Support & Training
Demo VideosProduct Info
Measuring Marketing5
Data is your friend.
VISITS
PROSPECTS
LEADS
OPPS
CUST
WO. LEADS
Measure each stage of your sales & marketing process.
Visitors Leads Sales
SEO
SocialMedia
Drill into each source to diagnose.
Set targets for each key metric.
21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 00%
20%
40%
60%
80%
100%
ActualGoal
Business Days Left in Month
% P
rog
ress t
o G
oal
Measure progress DAILY.
Measure often.
Evolve faster.
What is HubSpot?
You can do marketing this way.
63
Or you can do marketingthis way.
64
Search EngineOptimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead Management
65
66
#17
$32M
Strategic investments.
68
15smallgroupworkshops
6inspiringkeynotes
50+breakoutsessions
7 learningtracks
3days
2000 inbound marketing professionals
0reasonsnot toGO!
REGISTER TODAY!http://inbound2012.eventbrite.com/
Get 25% off the Early
Bird Price!
COUPON CODE:
ImGoing12
www.InboundConference.com
70
Free & InstantAssessment of Your Marketing:http://Marketing.Grader.com
Mike VolpeTwitter.com/mvolpeFacebook.com/mvolpeLinkedin.com/in/mikevolpemvolpe@HubSpot.com
www.HubSpot.com
Recommended