Rethinking Marketing Inbound Marketing to

Grow Your Business

Mark Roberge

HubSpot

markroberge

MIT Sloan Alumni Club of Boston (mitsacb)

September 14th 2010

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

2

3 markroberge

Outbound Marketing

4 markroberge

Outbound Marketing is Harder

800-555-1234

Annoying

Salesperson

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

2

3 markroberge

Outbound Marketing

4 markroberge

Outbound Marketing is Harder

800-555-1234

Annoying

Salesperson

3 markroberge

Outbound Marketing

4 markroberge

Outbound Marketing is Harder

800-555-1234

Annoying

Salesperson

4 markroberge

Outbound Marketing is Harder

800-555-1234

Annoying

Salesperson

5 markroberge

Inbound Marketing

Blog SEO Social Media

Inbound Leads Cost 60 Less Than Outbound Leads

Source survey of hundreds of businesses HubSpotcomROI

7 markroberge

Why Inbound Is Cheaper

8markroberge

Reading List Suggestion

Inbound MarketingGet Found using Google

Social Media and Blogs

Top 5 Web Marketing

Book on Amazon

InboundBookcom

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

9

How Do You Get to the Top History of SEO

11 markroberge

Inbound Marketing ndash One Strategy not Three

Blog SEO Social Media

7 markroberge

Why Inbound Is Cheaper

8markroberge

Reading List Suggestion

Inbound MarketingGet Found using Google

Social Media and Blogs

Top 5 Web Marketing

Book on Amazon

InboundBookcom

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

9

How Do You Get to the Top History of SEO

11 markroberge

Inbound Marketing ndash One Strategy not Three

Blog SEO Social Media

8markroberge

Reading List Suggestion

Inbound MarketingGet Found using Google

Social Media and Blogs

Top 5 Web Marketing

Book on Amazon

InboundBookcom

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

9

How Do You Get to the Top History of SEO

11 markroberge

Inbound Marketing ndash One Strategy not Three

Blog SEO Social Media

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

9

How Do You Get to the Top History of SEO

11 markroberge

Inbound Marketing ndash One Strategy not Three

Blog SEO Social Media

How Do You Get to the Top History of SEO

11 markroberge

Inbound Marketing ndash One Strategy not Three

Blog SEO Social Media

11 markroberge

Inbound Marketing ndash One Strategy not Three

Blog SEO Social Media

12markroberge

SEO = Context and Authority

Ranking Algorithmf(n) Context + Authority

Two Sides of Optimization

13

On-Page

(Context)

Off-Page

(Authority)

14 markroberge

On-Page SEO (Context)

bull Page Title

bull Clean URL

bull Headers

bull Description

Off-Page SEO (Authority)

bull Recommendations from friends1 ldquoI know Mark Robergerdquo

2 ldquoMark Roberge is a marketing expertrdquo

3 Seth Godin Mark Roberge is a marketing

expert

bull Links are online recommendations1 A link wwwHubSpotcom

2 Anchor text Internet Marketing

3 Link is from the Wall Street Journal

Two Sides of Optimization

13

On-Page

(Context)

Off-Page

(Authority)

14 markroberge

On-Page SEO (Context)

bull Page Title

bull Clean URL

bull Headers

bull Description

Off-Page SEO (Authority)

bull Recommendations from friends1 ldquoI know Mark Robergerdquo

2 ldquoMark Roberge is a marketing expertrdquo

3 Seth Godin Mark Roberge is a marketing

expert

bull Links are online recommendations1 A link wwwHubSpotcom

2 Anchor text Internet Marketing

3 Link is from the Wall Street Journal

14 markroberge

On-Page SEO (Context)

bull Page Title

bull Clean URL

bull Headers

bull Description

Off-Page SEO (Authority)

bull Recommendations from friends1 ldquoI know Mark Robergerdquo

2 ldquoMark Roberge is a marketing expertrdquo

3 Seth Godin Mark Roberge is a marketing

expert

bull Links are online recommendations1 A link wwwHubSpotcom

2 Anchor text Internet Marketing

3 Link is from the Wall Street Journal

Off-Page SEO (Authority)

bull Recommendations from friends1 ldquoI know Mark Robergerdquo

2 ldquoMark Roberge is a marketing expertrdquo

3 Seth Godin Mark Roberge is a marketing

expert

bull Links are online recommendations1 A link wwwHubSpotcom

2 Anchor text Internet Marketing

3 Link is from the Wall Street Journal

16 markroberge

The Long Tail

The New Marketplace

Keywords

Po

pu

lari

ty

Long Tail

Head

17 markroberge

SEO Tips from Website Grader

Lessons from 2084563 websites

Where is Search Going

BEYOND SEARCH ENGINES

PERSONALIZATION REAL-TIME

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

19

Create Great Content by Blogging

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Attracts More Links

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Attracts More Visitors

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Versus Blogging with a Purpose

bull Use keyword tool to drive blog topic selection

bull Configure blog with On-Page SEO in mind

bull Include target long tail keywords in blog article titles

bull Think of blog articles as link bait

bull Think of blog articles as an army of sales people

working for you forever

17 markroberge

SEO Tips from Website Grader

Lessons from 2084563 websites

Where is Search Going

BEYOND SEARCH ENGINES

PERSONALIZATION REAL-TIME

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

19

Create Great Content by Blogging

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Attracts More Links

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Attracts More Visitors

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Versus Blogging with a Purpose

bull Use keyword tool to drive blog topic selection

bull Configure blog with On-Page SEO in mind

bull Include target long tail keywords in blog article titles

bull Think of blog articles as link bait

bull Think of blog articles as an army of sales people

working for you forever

Where is Search Going

BEYOND SEARCH ENGINES

PERSONALIZATION REAL-TIME

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

19

Create Great Content by Blogging

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Attracts More Links

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Attracts More Visitors

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Versus Blogging with a Purpose

bull Use keyword tool to drive blog topic selection

bull Configure blog with On-Page SEO in mind

bull Include target long tail keywords in blog article titles

bull Think of blog articles as link bait

bull Think of blog articles as an army of sales people

working for you forever

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

19

Create Great Content by Blogging

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Attracts More Links

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Attracts More Visitors

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Versus Blogging with a Purpose

bull Use keyword tool to drive blog topic selection

bull Configure blog with On-Page SEO in mind

bull Include target long tail keywords in blog article titles

bull Think of blog articles as link bait

bull Think of blog articles as an army of sales people

working for you forever

Create Great Content by Blogging

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Attracts More Links

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Attracts More Visitors

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Versus Blogging with a Purpose

bull Use keyword tool to drive blog topic selection

bull Configure blog with On-Page SEO in mind

bull Include target long tail keywords in blog article titles

bull Think of blog articles as link bait

bull Think of blog articles as an army of sales people

working for you forever

Blogging Attracts More Links

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Attracts More Visitors

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Versus Blogging with a Purpose

bull Use keyword tool to drive blog topic selection

bull Configure blog with On-Page SEO in mind

bull Include target long tail keywords in blog article titles

bull Think of blog articles as link bait

bull Think of blog articles as an army of sales people

working for you forever

Blogging Attracts More Visitors

Source Data from over 1500 small businesses - httphubtmBlogROI

Blogging Versus Blogging with a Purpose

bull Use keyword tool to drive blog topic selection

bull Configure blog with On-Page SEO in mind

bull Include target long tail keywords in blog article titles

bull Think of blog articles as link bait

bull Think of blog articles as an army of sales people

working for you forever

Blogging Versus Blogging with a Purpose

bull Use keyword tool to drive blog topic selection

bull Configure blog with On-Page SEO in mind

bull Include target long tail keywords in blog article titles

bull Think of blog articles as link bait

bull Think of blog articles as an army of sales people

working for you forever

Who Has Time for Blogging

Domain

Knowledge

Blog

Success

Writing Skills Time

25 markroberge

Get Into the Content Mindset

bull Make emails into blog posts

bull Turn forum posts into blog

posts

bull Shoot videos at events

bull Interview customers for your

blog

bull Repurpose company data for

public reports

bull Share lessons you learn

Flick Photo Cindiann

26 markroberge

How Often Should You Blog

26

Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10

Articles 21 30 36 54 54 58

Avg Views

Article 1137 1304 1305 864 1522 1447

Avg Links

Article 11 11 7 4 8 4

Avg

Comments

Article 12 15 15 11 18 13

Most Business Blogs Post Weekly

Source survey of hundreds of businesses HubSpotcomROI

More Blogging Increases Results

Source survey of hundreds of businesses HubSpotcomROI

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

29

30markroberge

Focus Participation on Digital Influencers

30

Distribute Your Content

31

25 markroberge

Get Into the Content Mindset

bull Make emails into blog posts

bull Turn forum posts into blog

posts

bull Shoot videos at events

bull Interview customers for your

blog

bull Repurpose company data for

public reports

bull Share lessons you learn

Flick Photo Cindiann

26 markroberge

How Often Should You Blog

26

Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10

Articles 21 30 36 54 54 58

Avg Views

Article 1137 1304 1305 864 1522 1447

Avg Links

Article 11 11 7 4 8 4

Avg

Comments

Article 12 15 15 11 18 13

Most Business Blogs Post Weekly

Source survey of hundreds of businesses HubSpotcomROI

More Blogging Increases Results

Source survey of hundreds of businesses HubSpotcomROI

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

29

30markroberge

Focus Participation on Digital Influencers

30

Distribute Your Content

31

26 markroberge

How Often Should You Blog

26

Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10

Articles 21 30 36 54 54 58

Avg Views

Article 1137 1304 1305 864 1522 1447

Avg Links

Article 11 11 7 4 8 4

Avg

Comments

Article 12 15 15 11 18 13

Most Business Blogs Post Weekly

Source survey of hundreds of businesses HubSpotcomROI

More Blogging Increases Results

Source survey of hundreds of businesses HubSpotcomROI

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

29

30markroberge

Focus Participation on Digital Influencers

30

Distribute Your Content

31

Most Business Blogs Post Weekly

Source survey of hundreds of businesses HubSpotcomROI

More Blogging Increases Results

Source survey of hundreds of businesses HubSpotcomROI

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

29

30markroberge

Focus Participation on Digital Influencers

30

Distribute Your Content

31

More Blogging Increases Results

Source survey of hundreds of businesses HubSpotcomROI

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

29

30markroberge

Focus Participation on Digital Influencers

30

Distribute Your Content

31

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

29

30markroberge

Focus Participation on Digital Influencers

30

Distribute Your Content

31

30markroberge

Focus Participation on Digital Influencers

30

Distribute Your Content

31

Distribute Your Content

31

32 markroberge

How to Participate

32

WHAT NOT TO DO

bull Give your company

elevator pitch

bull Talk about your

product features

bull Bash your

competition

WHAT TO DO

bull Educate answer their

question

bull Promote other good

content

bull Get your subject matter

experts involved

Blogging Drives Social Success

Source Data from over 2000 businesses - httpbitlya6SrWh

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

34

Blogs and Social Media are for Leads and Sales

Source survey of hundreds of businesses HubSpotcomROI

36 markroberge

Never let website visitors

guess what to do next

How Does HubSpot Convert Visitors

37

Offer ndash WIIFM

Offer ndash WIIFM

Offer ndash WIIFM

bull Whitepapers eBooks

bull Research Studies

bull Free Tools

bull Trials amp Samples

bull NOT ldquoContact Usrdquo

bull Value must be greater than the costhellip

Landing Pages

42markroberge

Limited Navigation

Keep It Short

32

Conversion53

Conversion

Donrsquot Put Form Below the Fold

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

45

46

Track the Whole Funnel for Each Channel

Leads

SEO Visitors

SEO Customers

Blog Visitors

Blog Customers

PPC Visitors

PPC Customers

Social Media

Visitors

Social Media

Customers

47

Invest More in Channels that Work

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

Blogging Drives Social Success

Source Data from over 2000 businesses - httpbitlya6SrWh

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

34

Blogs and Social Media are for Leads and Sales

Source survey of hundreds of businesses HubSpotcomROI

36 markroberge

Never let website visitors

guess what to do next

How Does HubSpot Convert Visitors

37

Offer ndash WIIFM

Offer ndash WIIFM

Offer ndash WIIFM

bull Whitepapers eBooks

bull Research Studies

bull Free Tools

bull Trials amp Samples

bull NOT ldquoContact Usrdquo

bull Value must be greater than the costhellip

Landing Pages

42markroberge

Limited Navigation

Keep It Short

32

Conversion53

Conversion

Donrsquot Put Form Below the Fold

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

45

46

Track the Whole Funnel for Each Channel

Leads

SEO Visitors

SEO Customers

Blog Visitors

Blog Customers

PPC Visitors

PPC Customers

Social Media

Visitors

Social Media

Customers

47

Invest More in Channels that Work

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

34

Blogs and Social Media are for Leads and Sales

Source survey of hundreds of businesses HubSpotcomROI

36 markroberge

Never let website visitors

guess what to do next

How Does HubSpot Convert Visitors

37

Offer ndash WIIFM

Offer ndash WIIFM

Offer ndash WIIFM

bull Whitepapers eBooks

bull Research Studies

bull Free Tools

bull Trials amp Samples

bull NOT ldquoContact Usrdquo

bull Value must be greater than the costhellip

Landing Pages

42markroberge

Limited Navigation

Keep It Short

32

Conversion53

Conversion

Donrsquot Put Form Below the Fold

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

45

46

Track the Whole Funnel for Each Channel

Leads

SEO Visitors

SEO Customers

Blog Visitors

Blog Customers

PPC Visitors

PPC Customers

Social Media

Visitors

Social Media

Customers

47

Invest More in Channels that Work

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

Blogs and Social Media are for Leads and Sales

Source survey of hundreds of businesses HubSpotcomROI

36 markroberge

Never let website visitors

guess what to do next

How Does HubSpot Convert Visitors

37

Offer ndash WIIFM

Offer ndash WIIFM

Offer ndash WIIFM

bull Whitepapers eBooks

bull Research Studies

bull Free Tools

bull Trials amp Samples

bull NOT ldquoContact Usrdquo

bull Value must be greater than the costhellip

Landing Pages

42markroberge

Limited Navigation

Keep It Short

32

Conversion53

Conversion

Donrsquot Put Form Below the Fold

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

45

46

Track the Whole Funnel for Each Channel

Leads

SEO Visitors

SEO Customers

Blog Visitors

Blog Customers

PPC Visitors

PPC Customers

Social Media

Visitors

Social Media

Customers

47

Invest More in Channels that Work

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

36 markroberge

Never let website visitors

guess what to do next

How Does HubSpot Convert Visitors

37

Offer ndash WIIFM

Offer ndash WIIFM

Offer ndash WIIFM

bull Whitepapers eBooks

bull Research Studies

bull Free Tools

bull Trials amp Samples

bull NOT ldquoContact Usrdquo

bull Value must be greater than the costhellip

Landing Pages

42markroberge

Limited Navigation

Keep It Short

32

Conversion53

Conversion

Donrsquot Put Form Below the Fold

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

45

46

Track the Whole Funnel for Each Channel

Leads

SEO Visitors

SEO Customers

Blog Visitors

Blog Customers

PPC Visitors

PPC Customers

Social Media

Visitors

Social Media

Customers

47

Invest More in Channels that Work

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

How Does HubSpot Convert Visitors

37

Offer ndash WIIFM

Offer ndash WIIFM

Offer ndash WIIFM

bull Whitepapers eBooks

bull Research Studies

bull Free Tools

bull Trials amp Samples

bull NOT ldquoContact Usrdquo

bull Value must be greater than the costhellip

Landing Pages

42markroberge

Limited Navigation

Keep It Short

32

Conversion53

Conversion

Donrsquot Put Form Below the Fold

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

45

46

Track the Whole Funnel for Each Channel

Leads

SEO Visitors

SEO Customers

Blog Visitors

Blog Customers

PPC Visitors

PPC Customers

Social Media

Visitors

Social Media

Customers

47

Invest More in Channels that Work

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

Offer ndash WIIFM

Offer ndash WIIFM

Offer ndash WIIFM

bull Whitepapers eBooks

bull Research Studies

bull Free Tools

bull Trials amp Samples

bull NOT ldquoContact Usrdquo

bull Value must be greater than the costhellip

Landing Pages

42markroberge

Limited Navigation

Keep It Short

32

Conversion53

Conversion

Donrsquot Put Form Below the Fold

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

45

46

Track the Whole Funnel for Each Channel

Leads

SEO Visitors

SEO Customers

Blog Visitors

Blog Customers

PPC Visitors

PPC Customers

Social Media

Visitors

Social Media

Customers

47

Invest More in Channels that Work

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

Offer ndash WIIFM

Offer ndash WIIFM

bull Whitepapers eBooks

bull Research Studies

bull Free Tools

bull Trials amp Samples

bull NOT ldquoContact Usrdquo

bull Value must be greater than the costhellip

Landing Pages

42markroberge

Limited Navigation

Keep It Short

32

Conversion53

Conversion

Donrsquot Put Form Below the Fold

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

45

46

Track the Whole Funnel for Each Channel

Leads

SEO Visitors

SEO Customers

Blog Visitors

Blog Customers

PPC Visitors

PPC Customers

Social Media

Visitors

Social Media

Customers

47

Invest More in Channels that Work

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

Offer ndash WIIFM

bull Whitepapers eBooks

bull Research Studies

bull Free Tools

bull Trials amp Samples

bull NOT ldquoContact Usrdquo

bull Value must be greater than the costhellip

Landing Pages

42markroberge

Limited Navigation

Keep It Short

32

Conversion53

Conversion

Donrsquot Put Form Below the Fold

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

45

46

Track the Whole Funnel for Each Channel

Leads

SEO Visitors

SEO Customers

Blog Visitors

Blog Customers

PPC Visitors

PPC Customers

Social Media

Visitors

Social Media

Customers

47

Invest More in Channels that Work

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

Landing Pages

42markroberge

Limited Navigation

Keep It Short

32

Conversion53

Conversion

Donrsquot Put Form Below the Fold

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

45

46

Track the Whole Funnel for Each Channel

Leads

SEO Visitors

SEO Customers

Blog Visitors

Blog Customers

PPC Visitors

PPC Customers

Social Media

Visitors

Social Media

Customers

47

Invest More in Channels that Work

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

42markroberge

Limited Navigation

Keep It Short

32

Conversion53

Conversion

Donrsquot Put Form Below the Fold

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

45

46

Track the Whole Funnel for Each Channel

Leads

SEO Visitors

SEO Customers

Blog Visitors

Blog Customers

PPC Visitors

PPC Customers

Social Media

Visitors

Social Media

Customers

47

Invest More in Channels that Work

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

Keep It Short

32

Conversion53

Conversion

Donrsquot Put Form Below the Fold

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

45

46

Track the Whole Funnel for Each Channel

Leads

SEO Visitors

SEO Customers

Blog Visitors

Blog Customers

PPC Visitors

PPC Customers

Social Media

Visitors

Social Media

Customers

47

Invest More in Channels that Work

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

Donrsquot Put Form Below the Fold

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

45

46

Track the Whole Funnel for Each Channel

Leads

SEO Visitors

SEO Customers

Blog Visitors

Blog Customers

PPC Visitors

PPC Customers

Social Media

Visitors

Social Media

Customers

47

Invest More in Channels that Work

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

Agenda

I Intro to Inbound Marketing

II SEO in 2010

III Blogging for Lead Generation

IVSocial Media for Lead Generation

V Converting Visitors to Leads

VIMeasuring Inbound Marketing

Success

45

46

Track the Whole Funnel for Each Channel

Leads

SEO Visitors

SEO Customers

Blog Visitors

Blog Customers

PPC Visitors

PPC Customers

Social Media

Visitors

Social Media

Customers

47

Invest More in Channels that Work

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

46

Track the Whole Funnel for Each Channel

Leads

SEO Visitors

SEO Customers

Blog Visitors

Blog Customers

PPC Visitors

PPC Customers

Social Media

Visitors

Social Media

Customers

47

Invest More in Channels that Work

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

47

Invest More in Channels that Work

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

Measure Total Reach Not Size of Email Database

48

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

49 markroberge49

Final Thoughts hellip

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

50markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads Analytics Expertise

What is HubSpot

HubSpot

Marketo

Word

Press

Ektron

Lead

LanderDrupal

Web

CEOEloqua

Buzz

MetricsBlogger VTrenz

Core

MetricsMktg

Sherpa

Web

Position

Google

Manti-

core

Radian6Mktg

Profs

On-

Dialog

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

What is HubSpot

bull Founded in 2006 from research at MIT

bull Over 3100 customers

bull 180+ employees

Additional Resources

Grade your website at

wwwWebsiteGradercom

Read the Inbound Marketing Book

wwwInboundBookcom

Take the free Inbound Marketing training

wwwInboundMarketingcom

Start your free trial of HubSpot software

wwwHubSpotcomfree-trial

Thank Youmitsacb

Mark Roberge

HubSpot

markroberge

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bull Link Grader

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bull Link Grader

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bull Blog Analytics

bull Social Media

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bull Social Media

Publishing

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bull Lead Intelligence

bull Lead Alerts

bull Visitor Profiling

bull Lead Nurturing

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Tools to Analyze Competitor Tracking

59markroberge

Tools to Analyze Marketing Campaigns

bull Assess the effectiveness of your marketing on a

campaign-by-campaign level

bull Optimize resource allocation to maximize sales

55markroberge

Tools to Get Found SEO

bull Keyword Grader

bull Link Grader

bull Page Grader

56markroberge

Tools to Get Found Blog amp Social Media

bull Business Blog

Software

bull Blog Analytics

bull Social Media

Monitoring

bull Social Media

Publishing

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bull Landing Pages

bull Lead Intelligence

bull Lead Alerts

bull Visitor Profiling

bull Lead Nurturing

58markroberge

Tools to Analyze Competitor Tracking

59markroberge

Tools to Analyze Marketing Campaigns

bull Assess the effectiveness of your marketing on a

campaign-by-campaign level

bull Optimize resource allocation to maximize sales

56markroberge

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bull Business Blog

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bull Blog Analytics

bull Social Media

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bull Social Media

Publishing

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bull Landing Pages

bull Lead Intelligence

bull Lead Alerts

bull Visitor Profiling

bull Lead Nurturing

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Tools to Analyze Marketing Campaigns

bull Assess the effectiveness of your marketing on a

campaign-by-campaign level

bull Optimize resource allocation to maximize sales

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bull Landing Pages

bull Lead Intelligence

bull Lead Alerts

bull Visitor Profiling

bull Lead Nurturing

58markroberge

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Tools to Analyze Marketing Campaigns

bull Assess the effectiveness of your marketing on a

campaign-by-campaign level

bull Optimize resource allocation to maximize sales

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59markroberge

Tools to Analyze Marketing Campaigns

bull Assess the effectiveness of your marketing on a

campaign-by-campaign level

bull Optimize resource allocation to maximize sales

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bull Assess the effectiveness of your marketing on a

campaign-by-campaign level

bull Optimize resource allocation to maximize sales