Lead Generation and Conversion in Inbound Marketing and Social Media

Lead Generation & Conversion TipsThe BIG Conference - October 2009 – Portland, ME

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

What’s HubSpot?

• Marketing software for SMBs• Over 1,800 customers in 3 years• 99 employees, lots of MIT grads

http://www.vmx09.com/award-nominations

Marketing is Changing

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Harder

800-555-1234AnnoyingSalesperson

http://images.google.com/imgres?imgurl=http://www.popandpolitics.com/wp-content/uploads/2008/05/rss_logo2.jpg&imgrefurl=http://www.popandpolitics.com/category/top-five/&h=300&w=300&sz=53&hl=en&start=2&sig2=NB-UQUuJRmwa20dT9yQaXg&um=1&tbnid=gH9Mdv2ae5FLAM:&tbnh=116&tbnw=116&ei=fhd0SI7ILoHIeaWbmNwC&prev=/images?q=rss+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

http://www.apple.com/pr/products/ipod/08classic_front_agreement.html

The Good News…

Inbound Marketing

Blog SEO Social Media

http://www.google.com/imgres?imgurl=http://lh6.google.com/shaileshdoke/R7Yvft7NeXI/AAAAAAAAAR8/c-KsB1lUh3c/YouTube%20Logo%5B5%5D&imgrefurl=http://digi-soft.blogspot.com/2008/02/high-resolution-1280x905-youtube-logo.html&h=345&w=487&sz=20&tbnid=dI7uwE0TkZ8J::&tbnh=91&tbnw=129&prev=/images?q=youtube+logo&sa=X&oi=image_result&resnum=2&ct=image&cd=1


But… Visitors are Not Customers!

Flickr: Refracted Moments

The Great News…

www.HubSpot.com/ROI

http://www.hubspot.com/ROI

How can inbound marketing generate

leads and sales?

Death to “Social Media Communists”!

http://www.google.com/imgres?imgurl=http://lh6.google.com/shaileshdoke/R7Yvft7NeXI/AAAAAAAAAR8/c-KsB1lUh3c/YouTube%20Logo%5B5%5D&imgrefurl=http://digi-soft.blogspot.com/2008/02/high-resolution-1280x905-youtube-logo.html&h=345&w=487&sz=20&tbnid=dI7uwE0TkZ8J::&tbnh=91&tbnw=129&prev=/images?q=youtube+logo&sa=X&oi=image_result&resnum=2&ct=image&cd=1


Inbound Lead Generation

Publish

Promote

Optimize

Convert

Lead Generation w/ Inbound Marketing

Create great offers

Use tons of calls to action

Optimize your landing pages

Nurture your leads

Offers

Great Offers

Free products, free trials

Very useful info – tips, how to, data

Gifts or promotions

Value must be greater than the cost…

Calls to Action

Calls to Action – Blog Posts

Calls to Action – Twitter Grader

Calls to Action – Website Grader

Never let the user guess

what to do next.

Great Calls to Action

Use LOTS of them, everywhere

Test to find the best• Colors, text, size, place

Make the next step obvious

Landing Pages

Go Naked

How Naked is Up to You…

Graphics Matter

Keep It Simple

Keep It Short

32% Conversion

53% Conversion

Don’t Put Form Below the Fold

Don’t – Ask for Really Private Info

Don’t – Use a Clear / Cancel Button

Track Your Conversion Rate

Testing

Free Tool in Alpha/Betahttp://action.grader.com

http://action.grader.com/

Final Rule? Nothing is Set in Stone!

Great Landing Pages

Limit distractions (navigation / links)

Keep it short and simple

Track your conversion %

Test to find the best

Analysis and Measurement

Flickr: akisra

Traffic

…By Channel or Source

Visitors Leads Sales

SEO

SocialMedia

Thank You!

Next Step? Free Trial of HubSpot:www.HubSpot.com/free-trial

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

Additional Resources

• Facebook Marketing eBook• http://www.hubspot.com/facebook-for-business-marketing-hub/

• Twitter Marketing eBook• http://www.hubspot.com/twitter-marketing-hub/

• Social Media Marketing Kit• http://www.hubspot.com/twitter-marketing-hub/

• Blog: http://Blog.HubSpot.com

http://www.hubspot.com/facebook-for-business-marketing-hub/

http://www.hubspot.com/twitter-marketing-hub/

http://www.hubspot.com/twitter-marketing-hub/

http://blog.hubspot.com/

Lead Generation and Conversion in Inbound Marketing and Social Media

Business

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