Why You Too Should Be
Excited About Inbound
Marketing 2.1
Dharmesh Shah Founder/CTO, HubSpot
Hi, I’m Dharmesh And I’m a total geek
@dharmesh CTO @hubspot
Social media addict
Introvert
Code monkey
What we’ve learned
As it turns out, people
want…
Less of this.
6
More of this.
7
And also…
Outbound marketing harms kittens.
circa #ims09
“IT IS ENTIRELY POSSIBLE FOR MARKETING TO NOT SUCK”
@dharmesh #ims11
Why should you care
about SEO?
Hi, I’m Rand Fishkin from SEOmoz, and I
approved this message.
57% of internet users search the web EVERY DAY.
@dharmesh at #ims11
46% of daily searches are for info on products or services.
15 @dharmesh at #ims11
70% of the links search users
click on are organic—not paid.
SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007 @dharmesh at #ims11
60% of all organic clicks go to the top three organic search results.
SOURCE: MARKETINGSHERPA, FEBRUARY 2007
27%
20%
13%
10% 9% 7%
5%
3% 4% 3%
1 2 3 4 5 6 7 8 9 10 RANKING ON SEARCH RESULTS PAGE
SHAR
E OF
CLI
CKS
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How much is your organic traffic worth?
search.grader.com
Search and social together? Awesome!
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Evolution of Ranking Algorithms
Keywords in Text Meta Data Raw Link Counts PageRank
Anchor Text Trust Signals Topic Modeling
Historical/Temporal Data Domain Authority User/Usage Data
Page SegmentaCon
You need Google+ like you need better search rankings and more web visitors. Oh wait…
The Google “Panda” Update
“Would you trust your
credit card with this
website?”
Now, for a short rant…
If your marketing is broken, Don’t automate it. TRANSFORM IT
How B2B Marketing Works
Inbound Marketing = depth of creativity
And the trap is set...
I get to fill out a form? AWESOME!
I give them my email address.
They give me my free thingamajigie.
They spam me until a) I buy b) You’re dead c) I’m dead
CONFESSION:
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I’m guilty too.
Forget B2B
Think B2H(uman)
When I grow up I don’t want to be
in somebody’s
funnel!
Thank You. @dharmesh
Luckily…
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Complicated & Confusing
Easy & Integrated
5,000+ customers
285 employees
$65M from VCs
40,000+ new leads per month
INBOUND MARKETING
$ $
Get a Free Inbound Marketing Assessment (and a free unicorn!)
Moscone North 1416 131 305 Moscone West Level 2, Alcove 2
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