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ACTIONABLE TIPS TO INCREASE LEAD GEN BY 100% IN 12 MONTHS How we increased leads by 100%!

Amanda Sibley, HubSpot Manager of Acquisition

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AMANDA SIBLEYManager of acquisition at HubSpot

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1. HubSpot’s lead problem (You probably have the same one)

2. Some cool SEO fixes

3. A new partner program to grow leads a lot!

4. Some content optimization fun

5. An educational play

6. A boatload of smaller bets

WHAT YOUR NEXT 45 MINUTES LOOKS LIKE…

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68% OF B2B COMPANIES ARE STRUGGLING WITH LEAD

GENERATIONCSO Insights

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A Typical Lead Graph over 12 Months…

800

900

1000

1100

1200

1300

1400

January

February

March Ap

rilMay

June Ju

ly

August

September

October

November

December

Leads by Month

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So we did some of this…

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…and some of this.

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1 SEO

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93% OF B2B BUYING PROCESSES BEGIN WITH AN INTERNET

SEARCH

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1. LINKS TO NOWHERE

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1.Tell Google where it should actually spend time crawling

2. People are actually getting the content they are looking for

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2. Blog Pagnation

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2 CO-MARKETING

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WHAT IS CO-MARKETING?

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WHAT IS CO-MARKETING?A. Launching a co-branded product with two or more brands.B. Launching a co-branded project, with mutual goals, no money changes hands.C. A fake term marketers make up to sound cool in meetings.

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WHAT IS CO-MARKETING?

B. Launching a co-branded project, with mutual goals, no money changes hands.

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1. Guest blogging

2. Social media chat

3. Ebook

4. Webinar

5. Tool

6. Event

TYPES OF CO-MARKETING

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HOW CO-MK DOUBLES LEAD GENEmail: 100kSocial: 500kPaid: $2,000Blog: 200k

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HOW CO-MK DOUBLES LEAD GENEmail: 100kSocial: 500kPaid: $2,000Blog: 200k

Email: 150kSocial: 300kPaid: $1,500Blog: 300k

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CO-MARKETING PROCESS

Evaluation of partner

1.

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CO-MARKETING PROCESS

Agreement2.

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CO-MARKETING PROCESS

Content Creation

3.

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CO-MARKETING PROCESS

Promotion4.

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CO-MARKETING PROCESS

Analysis of project5.

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CO-MARKETING PROCESS

Partner Follow-up6.

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What we did at HubSpot to scale co-marketing in 12 months

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ADDED WRITING RESOURCES

1.

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2. CHANGED GLOBAL CAMPAIGNS

40 hours 40 hours40 hours

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40 hours10 hours

10 hours

10 hours10 hours

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3 CONTENT OPTIMIZATION

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cmo.com

79% of businesses have not been able to

prove ROI from content

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92% OF HUBSPOT’S LEADS FROM THE BLOG ARE FROM OLD POSTS

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95% OF HUBSPOT’S LEADS FROM CONTENT ARE FROM OFFERS MADE IN PREVIOUS MONTHS

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LEADS FROM CONTENT PIECES

TOP 3055%

OTHER 2K45%

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View

s

Search engine

optimize

Optimize for

conversion

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• What keywords are people

searching for to get to your post? Incorporate in CTAs.

• Create new offers for those topics if you don’t have

high quality content to put behind the CTA.

OPTIMIZE FOR CONVERSION

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OPTIMIZE FOR CONVERSION• In-line CTA

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OPTIMIZE FOR CONVERSION• Slide-in CTA

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Search engine optimization

• Find content that is in need

of updating, but has a high conversion rate.

• Redo post with updated information, and republish.

• Make sure to SEO update the content.

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Search engine optimization

• Google rewards you for

up-to-date fresh content.

• You have a new piece of content to publish.

• You probably did less work than starting a post or offer from scratch.

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4 EDUCATIONAL CONTENT

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“INTELLECTUAL GROWTH SHOULD COMMENCE AT BIRTH AND CEASE ONLY AT DEATH.” Albert Einstein

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We created a certification that included our content

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5 SMALLER BETS

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The number of active social media users.

- Brandwatch

2.3 billion

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GLOBAL SOCIAL, ROUND THE CLOCK

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We had a great offer, but it was losing steam.

CONTENT UPDATE:

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RELAUNCHED CONTENT!

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LANDING PAGE POSITIONING

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Easy to understand title

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Explained what CRO is

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Asked people to join in

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SO, WHAT DID ALL THESE ACTIVITIES DO FOR US?

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DOUBLED OUR LEADS!

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1. Everyone wants more leads

2. Fit broken SEO links and make sure Google can crawl your site

3. Partner with companies to get in front of new audiences with great content

4. Optimize content for conversion and traffic. Update and create as needed

5. Put an educational spin on existing content

6. Don’t forget the small bets, they add up.

TO RECAP YOUR LAST 45 MINUTES…

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THANK YOU.