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Inbound Marketing for Lead Generation
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Transcript of Inbound Marketing for Lead Generation
Twitter: @ilyamirman & @mvolpe
Slides: www.MikeVolpe.com/WOMMA
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Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
The Good News…
Inbound Marketing:Get Found using Google, Social Media and Blogs
Top 5 Web Marketing Book on Amazon
InboundBook.com
“If you have more money than brains, use
outbound marketing.If you have more brains
than money, use inbound marketing”
-- Guy Kawasaki
© 2008 CILK ARTS, Inc. 17
Cilk Arts, Inc*Mission:
To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors.
Our Goal: Own a multicore programming standard Cilk++ Runtime on
every processor Cilk++ used by all
C/C++ multi-coders
17
[*July 2009: Cilk Arts acquired by Intel]
© 2008 CILK ARTS, Inc. 18
Go To Market Approach
∙ Open source business model Low-touch, low-cost sales model Broad awareness, trial, adoption
∙ Big bet on Inbound Marketing No sales people Hired 1 marketer (me) 8 months before
shipping product to implement Inbound Marketing approach
∙ Blog as primary marketing vehicle Entire team contributed (~1 post per week) Helped us engage with the developers we
hoped to serve; understand what content they’re interested in
18
© 2008 CILK ARTS, Inc. 19
Results
∙ Reached over 100,000 developers
∙ Traffic and awareness matched or exceeded competitors
∙ >3,000 leads∙ >1,000 downloads∙ >6,200 inbound links∙ >600 blog subscribers∙ Adoption at >300
universities worldwide
© 2008 CILK ARTS, Inc. 20
Content is King
∙ Blog was primary vehicle∙ Entire team contributed∙ Repurposed content in
multiple ways e-Book Short YouTube videos Online courses 2-day training workshop
© 2008 CILK ARTS, Inc. 21
Don’t know ahead of time which topics will strike a
chord
Engaged entire team
Links drove search engine rank
Blog Metrics
Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
© 2008 CILK ARTS, Inc. 24
Social Media
∙ Engaged bloggers in industry and academia
∙ Drove coverage, links, conference invites
© 2008 CILK ARTS, Inc. 27
Thought Leadership & Awareness
Blog Subscribers
Inbound Links
∙ Grew a loyal following:
> 6,200 inbound links
> 600 Blog subscribers
© 2008 CILK ARTS, Inc. 28
Organic SEO
∙ Web site optimized for long tail of relevant search terms 40% of traffic from
search High rank for ~300
relevant phrases∙ Ongoing maintenance
to optimize popular pages for key terms
Keywords w/high Google rank
© 2008 CILK ARTS, Inc. 30
Lead Management
∙ 3000+ Leads∙ 1 Sales & 1 Marketing person managed it all∙ Even engaged engineers with lead alerts∙ Key: Closed Loop Marketing & CRM
Integration
Marketing Sales
© 2008 CILK ARTS, Inc. 32
published eBook;Pilot campaign to quant finance community
Posted Cilk++ docs;Pilot campaign to IEEE community
Visitors & Sources
∙ Healthy mix of traffic from organic search and key social media sites
© 2008 CILK ARTS, Inc. 33
Inbound Marketing Lessons
Do…∙ Get your whole organization engaged in contributing content∙ Be real, be genuine∙ Build an editorial calendar with a broad set of interesting,
valuable content, targeted at key personas∙ Leverage content in many ways (Blog, e-Books, Tutorials,
YouTube, SlideShare, etc.)∙ Use Closed Loop Marketing to get a single view of your funnel
so Sales & Marketing can work as an efficient team
Don’t…∙ …be a blatant, self-centered commercial∙ …focus on just one topic∙ …make your blog your only social media effort; instead,
spend time on other blogs, community sites, and contribute∙ …worry about slow periods (# of visitors,# of subscribers, # of comments)
Suggested Next Steps
• Read the “Inbound Marketing” Book
• Grade your website: www.WebsiteGrader.com
• Additional Free Resources: www.HubSpot.com/marketing-hubs