2010 10-19 masters of business online - pdf
Transcript of 2010 10-19 masters of business online - pdf
![Page 1: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/1.jpg)
Inbound Marketing Today and Beyond How Your Business Can Modernize its Marketing Efforts
Mark Roberge
HubSpot
markroberge
Masters of Business Online - mbo10
October 19th 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
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
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
8
How Do You Get to the Top History of SEO
10 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
11 markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
12
On-Page
(Context)
Off-Page
(Authority)
13 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
15markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
16 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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 2: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/2.jpg)
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
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
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
8
How Do You Get to the Top History of SEO
10 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
11 markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
12
On-Page
(Context)
Off-Page
(Authority)
13 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
15markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
16 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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 3: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/3.jpg)
3 markroberge
Outbound Marketing
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
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
8
How Do You Get to the Top History of SEO
10 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
11 markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
12
On-Page
(Context)
Off-Page
(Authority)
13 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
15markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
16 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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 4: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/4.jpg)
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
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
8
How Do You Get to the Top History of SEO
10 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
11 markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
12
On-Page
(Context)
Off-Page
(Authority)
13 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
15markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
16 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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 5: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/5.jpg)
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
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
8
How Do You Get to the Top History of SEO
10 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
11 markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
12
On-Page
(Context)
Off-Page
(Authority)
13 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
15markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
16 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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 6: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/6.jpg)
Inbound Leads Cost 60 Less Than Outbound Leads
Source survey of hundreds of businesses HubSpotcomROI
7 markroberge
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
8
How Do You Get to the Top History of SEO
10 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
11 markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
12
On-Page
(Context)
Off-Page
(Authority)
13 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
15markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
16 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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 7: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/7.jpg)
7 markroberge
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
8
How Do You Get to the Top History of SEO
10 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
11 markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
12
On-Page
(Context)
Off-Page
(Authority)
13 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
15markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
16 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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 8: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/8.jpg)
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
8
How Do You Get to the Top History of SEO
10 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
11 markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
12
On-Page
(Context)
Off-Page
(Authority)
13 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
15markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
16 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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 9: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/9.jpg)
How Do You Get to the Top History of SEO
10 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
11 markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
12
On-Page
(Context)
Off-Page
(Authority)
13 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
15markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
16 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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 10: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/10.jpg)
10 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
11 markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
12
On-Page
(Context)
Off-Page
(Authority)
13 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
15markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
16 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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 11: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/11.jpg)
11 markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
12
On-Page
(Context)
Off-Page
(Authority)
13 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
15markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
16 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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 12: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/12.jpg)
Two Sides of Optimization
12
On-Page
(Context)
Off-Page
(Authority)
13 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
15markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
16 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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 13: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/13.jpg)
13 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
15markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
16 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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 14: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/14.jpg)
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
15markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
16 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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 15: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/15.jpg)
15markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
16 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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 16: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/16.jpg)
16 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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 17: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/17.jpg)
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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 18: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/18.jpg)
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
18
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 19: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/19.jpg)
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 20: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/20.jpg)
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 21: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/21.jpg)
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
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 22: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/22.jpg)
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
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 23: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/23.jpg)
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 24: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/24.jpg)
24 markroberge
Get Into the Content Mindset
bull Turn emails into blog posts
bull Transform 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
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 25: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/25.jpg)
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 26: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/26.jpg)
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 27: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/27.jpg)
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
27
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 28: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/28.jpg)
28markroberge
Focus Participation on Digital Influencers
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 29: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/29.jpg)
Distribute Your Content
29
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 30: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/30.jpg)
30markroberge
How to Participate
30
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 Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 31: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/31.jpg)
Blogging Drives Social Media 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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 32: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/32.jpg)
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
32
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 33: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/33.jpg)
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 34: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/34.jpg)
34 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 35: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/35.jpg)
How Does HubSpot Convert Visitors
35
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 36: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/36.jpg)
ldquoContact Usrdquo is Not Going to Work
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 37: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/37.jpg)
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 38: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/38.jpg)
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
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 39: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/39.jpg)
Landing Pages
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 40: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/40.jpg)
40markroberge
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 41: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/41.jpg)
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 42: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/42.jpg)
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 43: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/43.jpg)
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
43
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 44: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/44.jpg)
44
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
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 45: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/45.jpg)
Measure Total Reach Not Size of Email Database
45
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 46: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/46.jpg)
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 You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 47: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/47.jpg)
Thank You
Mark Roberge
HubSpot
markroberge
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 48: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/48.jpg)
48markroberge
Start the Transformation
ldquoWhen yoursquore finished changing
yoursquore finished
- Ben Franklin
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 49: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/49.jpg)
Appendix The HubSpot Product
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 50: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/50.jpg)
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
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 51: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/51.jpg)
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3400 customers
bull 200+ employees
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 52: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/52.jpg)
52markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 53: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/53.jpg)
53markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 54: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/54.jpg)
54markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 55: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/55.jpg)
55markroberge
Tools to Analyze Competitor Tracking
56markroberge
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
![Page 56: 2010 10-19 masters of business online - pdf](https://reader033.fdocuments.us/reader033/viewer/2022060108/554cef56b4c905a5138b49c1/html5/thumbnails/56.jpg)
56markroberge
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