Inbound Marketing

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

Downtown Women’s Club – March 2010

Marketing is Changing

1950 - 2000 2000 - 2050

Outbound Marketing

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

The Great News…

Source: survey of hundreds of businesses: HubSpot.com/ROI

“Best Things” from 2009

Source: survey of hundreds of businesses: HubSpot.com/ROI

“Worst Things” from 2009

Source: survey of hundreds of businesses: HubSpot.com/ROI

Inbound Gives Leverage

Budget vs. Brains

Flickr: Refracted Moments Flickr: Gaetoan Lee

Questions to ask yourself...

Am I regularly creating new share-

worthy content?

Am I promoting my content

in social media conversations?

Am I optimizing my content for search and

social media?

Am I converting asmany visitors into

leads and sales as I can?

Stop thinking like amarketer or advertiser.

Start thinking like apublisher and

socializer.

Inbound Marketing

Success Drives Investment in Inbound

Source: survey of hundreds of businesses: HubSpot.com/ROI

Inbound Marketing

Create

Promote

Optimize

Convert

Inbound Marketing

Create

Promote

Optimize

Convert

Publish Everything

• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases

Publish Everywhere

Re-Publish What You Have

• SolidWorks: 100+ Videos on Website• Published on YouTube, No Promotion• 10,000+ Views / Month

1,000’s of Tweets about report - Twitter drove 30% of traffic

Link-Worthy & Share-Worthy

What Gets Shared?

Rarely Shared

FrequentlyShared

• Product info• Free trials• Software documentation

• New market data• Educational content• Top-notch blog posts

Create Great Content by Blogging

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Attracts More Links

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Attracts More Visitors

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

46% of companies who blog have gotten

revenuebecause of their blog.

Source: survey of hundreds of businesses: HubSpot.com/ROI

Most Business Blogs Post Weekly

Source: survey of hundreds of businesses: HubSpot.com/ROI

Blogging More Often Drives Results

Source: survey of hundreds of businesses: HubSpot.com/ROI

Inbound Marketing

Create

Promote

Optimize

Convert

It’s NOT About You… Ever

HubSpot.com/cartoons

Target Content to Your Personas

Kadient photo by: David Meerman Scott

Create an Engaging Presence

• Events• Videos• Discussions• Photos• Blog Articles

Content Makes You Interesting

Blogging Brings Social Media Success

Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

Make Sharing Easy

Social Media is for Leads and Sales

Source: survey of hundreds of businesses: HubSpot.com/ROI

Inbound Marketing

Create

Promote

Optimize

Convert

SEO Tips from Website Grader

Lessons from 2,084,563 websites

Google is Judge, Jury and Executioner

HubSpot.com/cartoons

SEO = Context and Authority

Ranking Algorithm:f(n): Context + Authority

On-Page SEO (Context)

• Page Title

• Clean URL

• Headers & Content

• Description

Attractive to Whom? (Context)

www.seo-browser.com

Authority is Determined by Links

More Content, Better Content = Links

Source: Data from selected websites using www.WebsiteGrader.com

Inbound Marketing

Create

Promote

Optimize

Convert

Calls to Action on All Content

Landing Pages

Track Your Conversion Rate

By the time there is a case study in your

specific industry, it's going to be way too late for you to catch

up.-- Seth Godin

Source: http://sethgodin.typepad.com/seths_blog/2009/11/learning-by-analogy.html

Inbound Marketing Case Studies

Case Study: Reynolds Golf Academy

Results for Reynolds Golf

Monthly Traffic and Leads

Blog Subscribers

Results for Reynolds Golf

• Increased traffic and lead volume by over 50x

• Accumulated over 300 blog subscribers

• Attracted 4,191 inbound links from over 230 domains

• The website's traffic rank has improved from 5.9 million to between 1 million and 2 million

Case Study: Palomar Technologies

Results for Palomar Technologies

Monthly Traffic

Google Referrers

Results for Palomar Technologies

• Increased lead flow over 100%

• Increased organic search traffic more than 50%

Case Study: Movative

Results for Modative

Google Referrers

Blog Subscribers

Results for Modative

• Increased organic search traffic more than 150%

• Increased lead flow and inquiries

Inbound Marketing Summary

Optimize

Promote

Create

Convert

Suggested Next Steps

• Read the “Inbound Marketing” Book

• Grade your website: www.WebsiteGrader.com

• Additional Free Resources: www.HubSpot.com/marketing-hubs

Q & A

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

HubSpot Free Trial: www.HubSpot.com/free-trial

How to Put All the Pieces Together?

d.j.k. on flickr

HubSpot Puts the Pieces Together

What’s HubSpot?

• All-in-one Marketing Software• Over 2,200 customers in 3 years• 120+ employees, lots of MIT grads

Blog & Social Media

• Business Blog Software

• Blog Analytics• Social Media

Monitoring• Social Media

Publishing

Search Optimization

• Keyword Grader• Link Grader• Page Grader

Lead Generation

• Landing Pages• Lead Intelligence• Lead Alerts• Visitor Profiling

Competitor Tracking

Marketing Analytics

• Assess the effectiveness of your marketing on a campaign-by-campaign level

• Optimize resource allocation to maximize sales

Proven ROI by 2,100+ Customers

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

www.HubSpot.com/ROI

Appendix

Case Study: BlendTec - Will It Blend?

Videos + Social Media• 200,000 YouTube

subscribers• 500+ Facebook groups• 5 Digg front page

stories• 48,000 inbound links• 5x Sales Increase

Case Study: Website Grader

• Free interactive tool• 2.0 million URLs• 40,000 inbound links• 5,000 websites w/ badge & link• 4,500 Del.icio.us bookmarks• Great PR coverage (TechCrunch, RWW)• 50,000+ visitors from StumbleUpon• 100,000+ opt-in emails & leads

Case Study: HubSpot TV

• Weekly video podcast• 80-100 live viewers• 1-2K views / episode• Top 5 marketing podcast in iTunes• 70,000 views in first year• Guests: MC Hammer, Biz Stone, David

Meerman Scott, Chris Brogan

Case Study: B2B Music Video

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

Case Study: B2B Music Video

• Video• 40,000 views first week• 10,000 views first day

• Social Media• #1 source = StumbleUpon• #2 source = Twitter• #3 source = Facebook

• SEO• Page 1 for “inbound marketing”• 50+ inbound links to blog article

Case Study: HubSpot Blog

• Top 3 source of leads• ~10% visit company website• ~10-20% lead conversion rate

Blog Article Performance Metrics

Blogging is Key for SEO and Social

25-30% of visitors from SEO• Google is 90% of our SEO traffic

20-25% of visitors from social media• Stumbleupon• Twitter• Facebook• Reddit• Delicious• Digg• LinkedIn• Friendfeed

Analysis and Measurement

Flickr: akisra

Traffic

Leads

Sales

…By Channel or Source

Visitors Leads Sales

SEO

SocialMedia

Social Media for Business

Case Study: Cilk Arts, Inc.

• Multicore programming software tools• Open source business model

• Big bet on Inbound Marketing• No sales people• Hired 1 marketer 8 months before

product shipped

• Blog as primary marketing vehicle• Entire team contributed (~1 post / week)

Results for Cilk Arts

• Reached over 100,000 developers• Traffic and awareness matched or exceeded competitors• Adoption at >250 universities worldwide• >3,000 leads

Update: Cilk Arts acquired by Intel in July 2009

Don’t know ahead of time which topics will strike a chord

Get the whole team engagedDon’t obsess over

# of comments

Links drove our search engine rank

Recommendations from Cilk Arts

• Get your whole organization engaged in contributing content

• Be real, be genuine, personality is good

• Build an editorial calendar with a broad set of interesting, valuable content

• Leverage content in many other ways