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Presentation on theme: "Inbound Marketing"— Presentation transcript:
Slide1
Inbound MarketingLessons from the Fastest Growing SaaS Company
Mike Volpe
CMO @
HubSpot
Slide2
I’m Mike Volpe.Nice to meet you.
@
mvolpe
700,000
Inbound
Leads
120,000
Twitter
Followers
Top 10
Blog
5,000
Customers
3.7 million
Free
Users
1,500,000
Slideshare
Views
CMO @
HubSpot
Slide3
Our Marketing Philosophy
The Story from 2007 to 2011
Building an Inbound Marketing Machine
The New Marketing Team
1
2
3
4
Measuring Marketing
5
Building More Efficient & Scalable Marketing
Slide4
OUR MARKETINGPHILOSOPHY
1
Slide5
Inbound
Marketing
An Introduction to
Slide6Slide7
For decades, marketing focused on
pushing messages out.
“
Buy my product!
”
Slide8
44%
Recycle/Trash
86%
Skip Ads
91%
Unsubscribe
200
million
say
“
Do-not-call
”
But people
(and technology)
evolved…
Slide9
Inbound marketing
is focused on drawing prospective customers in.
“
Here
’
s some exceptional content, useful data &/or awesome service. Enjoy.
”
Slide10
Inbound marketing is
providing people with what they’re looking for...
“
Enjoy.
”
Slide11
Inbound marketing is
providing people with what they’re looking for...
...instead of interrupting what they’re looking for.
“
Enjoy.
”
“
Buy!
”
Slide12Slide13Slide14
Why
Inbound
?
3. Save
62% lower cost-per-lead.
2. Own
Reusable marketing assets.
1. Attract
More, better leads.
Slide15
How Inbound Marketing Works.
Get Found
Create content, optimize your web pages, get involved in social media, and attract visitors to your website.
Convert
Generate leads, track them on your site, qualify them with automated emails, give your sales team more information.
Analyze
Analyze your marketing decisions so you can make smarter decisions and report real marketing ROI.
Slide16
Blogging
Companies that blog get 55% more leads than those who don't.
Search Engine Optimization
Social Media
Nearly 50% of businesses who use social media have acquired a customer through that channel.
Free interactive tool4 million usersGreat PR coverage (TechCrunch, RWW)50,000+ visitors from StumbleUpon500,000+ opt-in emails & leads
Slide29
Example: Blog
Top 3 source of leads~10% visit company website~10-20% lead conversion rate
Slide30
55%
more website visitors
for companies that blog.
Slide31
79%
more Twitter followers forcompanies who also blog.
Image credit:
netzkobold
Slide32
Example: Podcast
Weekly video podcast1-2k views / episode300,000 total viewsTop 5 marketing podcast in iTunesGuests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan
Slide33
Example: B2B Music Video
Video40,000 views first week10,000 views first daySocial Media#1 source = StumbleUpon#2 source = Twitter#3 source = FacebookSEOPage 1 for “inbound marketing”50+ inbound links to blog article
http://www.youtube.com/watch?v=4-lGe5MnBlY
Slide34
Example: Social Media
165,000 Twitter followers 104,000 Facebook likes75,000 LinkedIn groupTop 3 source of leads7-10% lead conversion rate
Slide35
% Companies Acquiring Customers via Social Channels
57%
48%
57%
42%
Slide36
Targeted Calls-to-Action on All Content
Slide37
1,200 Landing Pages, 45% Conversion
Slide38
50-90 Different Targeted Emails / Month
Slide39
10+ Nurturing Series Based on Behavior
Slide40
Summary: Get Found
2,800 blog articles, 9.4M views
300 presentations, 1.3M views
500 videos, 1M views
180 podcast episodes,
300
K
views
150
webinars,
300K
views
1,000’s keywords driving SEO traffic
Slide41
Summary: Convert
5-7% overall website conversion
rate
1,200 landing pages with 45% conversion rate
Hundreds of social media messages / month
5
0-90 segmented and targeted emails / month
10+ different lead nurturing series in use driven by user behavior
Intelligence about lead behavior drives alerts for sales team
