Inbound marketing AMA Webinar

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Inbound Marketing: More Customers for Less Money

Transcript of Inbound marketing AMA Webinar

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Inbound Marketing:More Customers for Less Money

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I’m Mike Volpe.Nice to meet you.

@mvolpeCMO @HubSpot

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Our Marketing Philosophy

The Story from 2007 to 2011

Building an Inbound Marketing Machine

The New Marketing Team

1

3

Measuring Marketing

2

45

Agenda

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Our MarketingPhilosophy

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For decades, marketing focused on pushing messages out.

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86% skip TV

ads

91%

unsubscribe200m

Say DO NOT CALL

44%

of direct mail is never opened

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Be more inbound to draw people in at all stages of the sales and marketing process. “Here’s some exceptional

content, useful data &/or awesome service. Enjoy.”

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Renting anAudience…

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...vs Building Assets

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How Inbound Marketing WORKS.

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1 Get Found

of B2B executives use search engines to find goods & services for their business.

73%

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2 Convert

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3 Analyze

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1 Get Found

2 Convert

3 Analyze

( INBOUND )

MARKETING

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The Storyfrom 2007to 20112

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Circa 2007

10Beta Customers

2Leads Per Day

5Employees

$xSmall seed

investment by Founder

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Customers

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Leads

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Employees

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2011: Our BIGGEST Year Yet

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Building an Inbound Marketing Machine

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Kadient photo by: David Meerman Scott

Personas

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Build Marketing Assets

BlogFree ToolsPodcastVideosPhotos

PresentationseBooks

News Releases

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Your competition is not who you think it is.

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• Free interactive tool

• 4 million users• Great PR

coverage • 50,000+ visitors

from StumbleUpon

• 500,000+ opt-in emails

MarketingGrader

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Blog.HubSpot.com

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Blog.HubSpot.com

Top 3 source

of leads

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Blog.HubSpot.com

10% visit HubSpot.com

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Blog.HubSpot.com

10-20% Lead conversion rate

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55% more website visitorsfor companies that blog.

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Image credit: netzkobold

79% more Twitter followersfor companies that blog.

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• 1-2k views /episode

• 300,000 total views

• Top 5 marketing podcast in iTunes

MarketingUpdatePodcast

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http://www.youtube.com/watch?v=4-lGe5MnBlY

• 10,000 views 1st day

• Page 1 for “inbound marketing”

• Page 1 for “marketing” on YouTube

• 3x increase in searches for “inbound marketing”

B2B Music Video

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Social Media

165,000 followers

76,000 group members

105,000 likes

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Social Media

165,000 followers

76,000 group members

105,000 likes

Top 3 source of leads

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Social Media

165,000 followers

76,000 group members

105,000 likes

7-10% Lead conversion rate

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% Companies Acquiring Customers via Social Channels

57% 48% 57% 42%

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Targeted Calls-to-Action on All Content

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1,200 Landing Pages

45% conversion rate

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50-90 Targeted eMails/Month

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10+ Behavior-Based Lead Nurturing Series

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SUMMARY

Get Found• 2,800 blog articles, 9.4M views• 300 presentations, 1.3M views• 500 videos, 1M views• 180 podcast episodes, 300K views• 150 webinars, 300K views• 1,000’s keywords driving

SEO traffic

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SUMMARY

Convert• 5-7% overall conversion rate• 1,200 landing pages with

45% conversion rate• Hundreds of social media

messages / month• 50-90 segmented and

targeted emails / month• 10+ behavior-based lead

nurturing series • Intelligence about lead

behavior drives alerts for sales team

• 10,000 MQLs given to sales each month

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3 Analyze

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The New Marketing Team4

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The Press Release Hire

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GSD

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DARC : Analytical

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DARC : Reach

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DARC : Content

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Organizing the New Marketing Team

MarketingGet Found

Team

BlogsVideos

WebinarsPresentations

Promotion of Free Tools

Convert Team

Lead NurturingLead Scoring

Landing PageOptimization

Paid Lead Generation

Dev Team

Free Tools

Product Marketing

Sales Support & Training

Demo VideosProduct Info

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Measuring Marketing5

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Data is your friend.

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VISITS

PROSPECTS

LEADS

OPPS

CUST

WO. LEADS

Measure each stage of your sales & marketing process.

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Visitors Leads Sales

SEO

SocialMedia

Drill into each source to diagnose.

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Set targets for each key metric.

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21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 00%

20%

40%

60%

80%

100%

ActualGoal

Business Days Left in Month

% P

rog

ress t

o G

oal

Measure progress DAILY.

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Measure often.

Evolve faster.

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What is HubSpot?

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You can do marketing this way.

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Or you can do marketingthis way.

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Search EngineOptimization

Blogging & Social Media

Lead Generation

Email & Automation

Marketing Analytics

Lead Management

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#17

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$32M

Strategic investments.

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15smallgroupworkshops

6inspiringkeynotes

50+breakoutsessions

7 learningtracks

3days

2000 inbound marketing professionals

0reasonsnot toGO!

REGISTER TODAY!http://inbound2012.eventbrite.com/

Get 25% off the Early

Bird Price!

COUPON CODE:

ImGoing12

www.InboundConference.com

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Free & InstantAssessment of Your Marketing:http://Marketing.Grader.com

Mike VolpeTwitter.com/mvolpeFacebook.com/mvolpeLinkedin.com/in/[email protected]

www.HubSpot.com