Lead Generation on a BudgetThe ROI of Inbound MarketingThe ROI of Inbound MarketingMay 2009

Mike VolpeVP Marketing @H bSpotVP Marketing @HubSpotTwitter: @mvolpe

What’s HubSpot?

• Inbound marketing software

• Over 1,200 customers in 2 years

• 85+ employees lots of MIT grads85+ employees, lots of MIT grads

www.HubSpot.com/ROI

Outbound Marketing

Outbound Marketing is Broken

800-555-1234AnnoyingSalespersonp

Marketing Has Changed

1950 - 2000 2000 - 2050

6

Inbound Marketing

Blog SEO Social Mediag

Lower Your Cost / Lead

Inbound Marketing ROI

• Inbound marketing focused i h 61% l tcompanies have a 61% lower cost

per lead

• Active HubSpot customers get anaverage of 6 times more leads in 6 months

• www.HubSpot.com/ROIp

Lead Generation on a Budget

1. Get found by more website visitors (bl & SEO & i l di )(blog & SEO & social media)

2. Convert visitors to leads (landing pages)pages)

3. Produce measurable ROI (leads & sales)sales)

Lead Generation on a Budget

1. Get found by more website visitors (bl & SEO & i l di )(blog & SEO & social media)

2. Convert visitors to leads (landing pages)pages)

3. Produce measurable ROI (leads & sales)sales)

What to Publish?

• BlogP d t• Podcast

• Videosdeos• Photos• Presentations• eBookseBooks• News Releases

Blogging is SEO, and More

• Blogging helps with SEOgg g p

• Blogging helps with gg g pSocial News Sites

• Blogging helps with Social Networking Sites

• Blogging is Permission CentricCentric

SEO

O P Off POn-Page Off-Page

Search Engines

3,000 times per second

• Publish more content• Optimize your content• Optimize your content

Content Drives Visitors

• Search engines like fresh contentfresh content

• People like fresh contentcontent

• More content means more tickets in SEOmore tickets in SEO lottery

25% of SEO = On-Page

• Page Title

• Clean URL

• Headers & Content

• Description

75% of SEO = Off-Page

• Recommendations from friends1 “I know HubSpot”1. I know HubSpot2. “HubSpot is a marketing expert”3 You trust the person saying this3. You trust the person saying this

• Links are online recommendations• Links are online recommendations1. A link: www.HubSpot.com2 Anchor text: Internet Marketing2. Anchor text: Internet Marketing3. Link is from a trusted website

Promote Your Content

Promote Flattering Content

Lead Generation on a Budget

1. Get found by more website visitors (bl & SEO & i l di )(blog & SEO & social media)

2. Convert visitors to leads (landing pages)pages)

3. Produce measurable ROI (leads & sales)sales)

Convert with Landing Pages

T M kTarget Market

Website VisitorsConversion is where we take what we have spent time and

Leads

money to get (visitors) and change it into something valuable to marketing (leads).

OpportunitiesA cost becomes a benefit.

Customers

Landing Page Tips

• Limited navigation

• Clear and simple

• Form above foldForm above fold

Landing Page Uses

• Call to action on website homepage

• Links in all email newsletters / emailsLinks in all email newsletters / emails

• Use for all pay-per-click ads

• Next step after tradeshows or events

Lead Generation on a Budget

1. Get found by more website visitors (bl & SEO & i l di )(blog & SEO & social media)

2. Convert visitors to leads (landing pages)pages)

3. Produce measurable ROI (leads & sales)sales)

Metrics: Traffic, Leads, Customers

Traffic, Leads and CustomersVisitors from Blog

Visitors Leads CustomersSEO 5,289 754 12

Blog 834 72 3g

Facebook 511 28 1

Next Step…

Free Trial of HubSpot:

www.HubSpot.com/Free-Trial

What’s HubSpot?

Process ToolsGet Found• Publish• Promote

Get Found• Content Mgmt• Blogging

Get Found• Optimize • Social Media

• SEO• Analytics

C tConvert• Test

Convert• Offers / CTAs

Convert• Target• Nurture

• Landing Pages• Email• Lead Intelligence• Lead Mgmt• Analytics

HubSpot Buzz

HubSpot Awards

Proven ROI of HubSpot

Cilk Arts Increases Leads 500%

Makana Solutions 3x Leads, 2x Conversions

Vocio Pays for HubSpot 30x Over with New Leads

Objective Management Group Grows Leads 360%

Bridge Group Doubles Online Leads g p

www.HubSpot.com/ROI

Thank You!www.HubSpot.com/free-trial

Mike VolpeH bSpot VP MarketingHubSpot VP MarketingTwitter: @mvolpe