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:

37

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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