SlideShare une entreprise Scribd logo
1  sur  65
Télécharger pour lire hors ligne
Marketing in a
        g
Recession
      Mike Volpe       Ellie Mirman
VP Inbound Marketing   Inbound Marketing Manager
            HubSpot    HubSpot

   Twitter: @mvolpe    Twitter: @ellieeille
How to Participate on Twitter




         Step One
         1. Login to your Twitter account
              g      y
         2. Comment and ask questions 
         including the hashtag “#hubspot”
How to Participate on Twitter




               Step Two
               1. Go to http://search.twitter.com
               2. Search for “#hubspot”
Marketing In A Recession - HubSpot
Stock Market
Recession
Recession
Layoffs
Tough Times
Challenges & Opportunities
  Budget         Use Brain, 
   Cuts          Not Budget
  Longer         Cheap Lead 
Sales Cycles
S l C l           Nurturing
                  N t i
Lower Lead       Generate 
Close Rates
Close Rates     More Leads
                More Leads
Outbound Marketing


                     800-555-1234
                     Annoying
                     Salesperson
Inbound Marketing

Blog
   g          SEO     Social Media
Rethinking Marketing
Outbound Marketing    Inbound Marketing
• Telemarketing       • SEO / SEM
• Trade shows         • Blogging
• Direct mail         • Social Media
• Email blasts        • RSS
• Print ads           • Free tools/trials
• TV/radio ads        • Public Relations

 Interruption           Permission
Budget vs. Brains




Flickr:
Flickr: Refracted Moments             Flickr:
                                      Flickr: Gaetoan Lee
Outbound vs. Inbound Marketing
1. Find a “targeted” list     1. Do inbound marketing
2. Call, email
2 Call email, mail the list   2.
                              2 Attract people to your
3. Most of them (97%)            business
   have no interest           3 Qualify out those that
                              3.
4. Those that have               are interested, but not
   interest need to be           a fit for you (50%)
   qualified, and sold on     4. Engage with those that
   your company                  are interested and a fit
   Lots of time, effort          Don’t waste time,
   and money wasted              effort, money on
   on uninterested               uninterested
   prospects                     prospects
Outbound Marketing
1. Find a “targeted” list     • 10,000 people on list
2. Call, email
2 Call email, mail the list   • Mail email call at cost
                                Mail, email,
3. Most of them (97%)           of ~$5+ each
   have no interest           • $50 000 investment
                                $50,000
4. Those that have            • 300 respond to this
   interest need to be          outbound marketing
   qualified, and sold on     • 200 are qualified leads
   your company
                              • Cost per lead = $250
Inbound Marketing
1. Do inbound marketing       • Software + tools ~$4K
2.
2 Attract people to your      • Invest 25% of your time
   business                     for 3 months
3.
3 Qualify out those that      • 400 people download
   are interested, but not      your ebook
   a fit for you (50%)        • 200 are qualified leads
4. Engage with those that
   are interested and a fit   • Cost per lead = $20
                              • Cost including time @
                                $75K per year = $45
                                per lead
Outbound vs. Inbound Marketing
                 Outbound    Inbound 
                 Marketing   Marketing
Cash Cost        $50,000     $4,000
Cash Cost per    $250
                 $           $20
                             $
Lead
Time             25 Hours    10‐15 Hours / 
Investment                   Week
Total Cost per   $255        $45
Lead
Budget (Outbound) vs. Brains (Inbound)




Flickr:
Flickr: Refracted Moments    Flickr:
                             Flickr: Gaetoan Lee




Outbound Marketing          Inbound Marketing
Rich, Lazy, Boring,         Cheap, Creative, Exciting
Inefficient                 Efficient & Effective
Examples of
  Cost-Effective
Inbound Marketing
Be Your Own Media

 “Think like a p blisher”
               publisher”
-- David Meerman Scott
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
Where to Publish?
Start a TV Show




                  Flickr:
                  Flickr: Matti Mattila
We don’t need no stinkin’ TV network.




       2,000 do
        ,000 downloads to date
                  o ds o d e
           www.HubSpot.tv
Promote Your Content




                       Flickr:
                       Flickr: ClintJCL
Promote Your Content
Promote Flattering Content
Rethink Content
What Content Do You Have?

• Content to match b er phase and concerns
                   buyer

• Do you have content targeted to buyers in
  today’s economy?
Blog




       Flickr:
       Flickr: Annie Mole
Blog
Tips You Might Not Know

• Start before you ha e a prod ct
                o have product
• Start before you have a website
• Start before you have anything

• All you need: a rough market and some ideas

• A blog can launch a company
Biggest Blogging Mistake
Don’t use a “free” URL from a blog service

• HubSpot.blogspot.com – NO!
• HubSpot typepad com – NO!
  HubSpot.typepad.com
• HubSpot.wordpress.com – NO!

• Blog.HubSpot.com – Yes
• HubSpot.com/Blog – Yes
• SmallBusinessHub.com – Yes
Blog as Lead Nurturing
•   No spam filters on RSS
•   RSS follo s to ne jobs email doesn’t
         follows new jobs,
•   People can comment
•   Build a relationship with your company
•   Easily shared content

• Side benefits
    • Social media performance
    • S O performance
      SEO     f
Q&A / Discussion Forums




Flickr:
Flickr: chelmsfordpubliclibrary
Participate in Q&A
• Facebook
  Discussions

• Yahoo!
  Answers

• LinkedIn
  Q&A and
  Discussions
Q&A / Discussion Forums

• Short tho ghtf l ans ers
  Short, thoughtful answers

• Links to (your) blog and tools

• First answers are better

• Long term, long tail strategy
Use SEO




          Flickr:
          Flickr: ClintJCL
25% of SEO = On Page (Visible)
• Page Title

• URL

• H1,H2,H3 tags


• Page Text
   • Bold
25% of SEO = On Page (Invisible)
• Description



• Keywords


• Alt text on images
75% of SEO = Off Page
• Recommendations from friends
 1.
 1 “I know Mike Volpe”
 2. “Mike Volpe is a marketing expert”
 3 You trust the person saying this
 3.


• Links are online recommendations
 1. A link: www.HubSpot.com
 2.
 2 Anchor text: Internet Marketing
 3. Link is from a trusted website
Groups




Flickr:
Flickr: Vidiot
Start Groups




     14,000 M
     14 000 Membersb           2,100 Members
#6 in search for “marketing”
Build a Group
• Generic Title (“Pro Marketers”)

• Invite employees, customers and friends

• Post on your blog, website, etc.

• Then it spreads virally (or repeat the steps)
                          (or,
Manage a Group
• LinkedIn
  • Start discussions
  • Download email list, send newsletter


• Facebook
  • Start discussions
  • Upload photos, videos
  • Send updates


• Quality Content
Traffic, Leads and Customers
                        Visitors from ZDNet




             Visitors          Leads          Customers
TechCrunch   5,289             754            12
ZDNet        834               72             3
Twitter      511               28             1
Internet Marketing Scorecard
Budget (Outbound) vs. Brains (Inbound)




Flickr:
Flickr: Refracted Moments    Flickr:
                             Flickr: Gaetoan Lee




Outbound Marketing          Inbound Marketing
Rich, Lazy, Boring,         Cheap, Creative, Exciting
Inefficient                 Efficient & Effective
Priorities
•   Cut cost per lead
•   C t lo ROI programs
    Cut low
•   Cut non-lead gen activities
•   Improve lead quality
•   Increase lead generation
•   Focus on ROI measurement

• Use inbound marketing…
Recession Marketing Plan

•   Buy HubSpot
    B H bSpot
•   Buy “New Rules of Marketing & PR”
•   Buy video camera
•   Dedicate time to inbound marketing

• Cost: $20/day for 2009
Thank You!

                    Learn more about HubSpot: 
                    Learn more about HubSpot:
                 http://www.hubspot.com/demo
                          Become a Fan:
                          Become a Fan:
                  http://facebook.hubspot.com


      Mike Volpe                        Ellie Mirman
VP Inbound Marketing                    Inbound Marketing Manager

   Twitter: @mvolpe                     Twitter: @ellieeille
HubSpot
Inbound Marketing System
Inbound Marketing System

                Content
    SEO       Management       Blogs

          Landing         Social
           Pages          Media

                   Lead
               Intelligence


                    CRM
Getting Found: On-Page SEO
                      Keyword Grader
             •   Determine what k
                 D        i     h keywords tod
                 optimize your pages around based
                 on relevance, search volume, and
                 how difficult it will be to rank on the
                 first page of Google
             •   Identify critical long tail words (high
                 conversion rates, low competition)
             •   Monitor your rank against
                 competitors for each
                 keyword/phrase
             •   Determine the specific page on
                 your site that is ranking for each
                 y                         g
                 keyword(phrase) and how to make
                 further improvements
Getting Found: Off-Page SEO
                         Link Grader
              •   Identify opportunities to generate
                  more return from your existing
                  links
              •   Monitor your live inbound links
                  and which inbound links are
                  producing the most value for you
              •   Aggregate your competitors
                  inbound links to discover new link
                  building opportunities that you
                  have not taken advantage of
Getting Found: SEO for Your Whole Site

                              Page Grader
                   •   Analyze each page of your site to
                       see which produce the most
                       value for you (traffic, leads,
                       ranked k
                          k d keywords, li k )
                                       d links)
                   •   Automatically recommend
                       improvements to optimize each
                       page of your site
                              f       it
Getting Found: Blogosphere
                          Blogging
             •   Enable
                 E bl easy, natural process to
                                     l
                 consistently update content on
                 your site, achieve more frequent
                 search engine crawls, and
                 improve authority
                 i           th it
             •   Develop an audience of email
                 and RSS subscribers
             •   Attract more inbound links (“link
                                            ( link
                 bait”)
             •   Write keyword rich content to
                 attract more high conversion rate
                 traffic
Track Your Competitors
Lead Intelligence

         •   Track the full path of all of your
             leads through your web site
         •   Automatically develop more
             intelligence around each lead
             (number of visits, time on site,
             pages visited, comments written
             on blog, documents downloaded,
                     g
             information submitted via web
             forms created)
         •   Increase close rate through
             i
             improved l d quality
                       d lead    lit
Making Better Marketing Decisions
                              Analytics
                 •   Integrated reports in HubSpot
                     software allow you to understand
                     the effects of all your marketing
                     activities so you can optimize
                        ti iti                ti i
                     your efforts and allocate your time
                     and money towards the programs
                     that generate the most leads and
                     sales for your business
Actionable Marketing Insights
                            HubFeed
               •   HubFeed “watches” your Internet
                   marketing efforts and delivers
                   highlights and actionable insights
                   based on your d t
                   b    d         data
HubSpot Methodology and Consulting

                 •   Our Internet Marketing Consultants
                     are experienced in all aspects of
                     online marketing and specifically
                     trained on HubSpot's products and
                                HubSpot s
                     methodologies

                 •   Consulting sessions focus on these
                     topics based on the specific needs
                     of the client
HubSpot Training Materials and Resources
Thank You!

                    Learn more about HubSpot: 
                    Learn more about HubSpot:
                 http://www.hubspot.com/demo
                          Become a Fan:
                          Become a Fan:
                  http://facebook.hubspot.com


      Mike Volpe                        Ellie Mirman
VP Inbound Marketing                    Inbound Marketing Manager

   Twitter: @mvolpe                     Twitter: @ellieeille

Contenu connexe

Tendances

social media marketing strategies for 2022
social media marketing strategies for 2022social media marketing strategies for 2022
social media marketing strategies for 2022Abdulla Shareef Sheikh
 
Digital Marketing Strategy
Digital Marketing Strategy Digital Marketing Strategy
Digital Marketing Strategy Sabareesan A
 
Creating A Social Media Strategy
Creating A Social Media StrategyCreating A Social Media Strategy
Creating A Social Media StrategyBrian Huonker
 
Lead generation strategy for mortgage brokers
Lead generation strategy for mortgage brokersLead generation strategy for mortgage brokers
Lead generation strategy for mortgage brokersCatchi
 
Social Media Strategy Plan
Social Media Strategy PlanSocial Media Strategy Plan
Social Media Strategy PlanHannah Ogden
 
Seo campaign strategy
Seo campaign strategySeo campaign strategy
Seo campaign strategyCanbayInc
 
Inbound Marketing 101 - Mike Volpe HubSpot
Inbound Marketing 101 - Mike Volpe HubSpotInbound Marketing 101 - Mike Volpe HubSpot
Inbound Marketing 101 - Mike Volpe HubSpotHubSpot
 
An Introduction to Content Marketing
An Introduction to Content MarketingAn Introduction to Content Marketing
An Introduction to Content MarketingAutopilot
 
An Introduction to Content Marketing
An Introduction to Content MarketingAn Introduction to Content Marketing
An Introduction to Content MarketingSteve Raybould
 
Website SEO Strategy WordCamp Raleigh
Website SEO Strategy WordCamp RaleighWebsite SEO Strategy WordCamp Raleigh
Website SEO Strategy WordCamp RaleighJake Aull
 
Marketing With Facebook Ads
Marketing With Facebook AdsMarketing With Facebook Ads
Marketing With Facebook AdsIvy Tongson
 
Social Media Strategy: AirBnB
Social Media Strategy: AirBnBSocial Media Strategy: AirBnB
Social Media Strategy: AirBnBJessica Stenglein
 
The CMO's Guide to Marketing Org Structure
The CMO's Guide to Marketing Org StructureThe CMO's Guide to Marketing Org Structure
The CMO's Guide to Marketing Org StructureHubSpot
 
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By MakanthDigital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By MakanthMakanth Sathupati
 
SEO Competitive Analysis - Sample Report
SEO Competitive  Analysis - Sample ReportSEO Competitive  Analysis - Sample Report
SEO Competitive Analysis - Sample ReportAlok Raghuwanshi
 
[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...
[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...
[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...500 Startups
 

Tendances (20)

social media marketing strategies for 2022
social media marketing strategies for 2022social media marketing strategies for 2022
social media marketing strategies for 2022
 
What is performance marketing? 2021
What is performance marketing? 2021What is performance marketing? 2021
What is performance marketing? 2021
 
Seo Marketing Plan Ppt
Seo Marketing Plan PptSeo Marketing Plan Ppt
Seo Marketing Plan Ppt
 
The Complete Guide to B2B Email Marketing
The Complete Guide to B2B Email MarketingThe Complete Guide to B2B Email Marketing
The Complete Guide to B2B Email Marketing
 
Digital Marketing Strategy
Digital Marketing Strategy Digital Marketing Strategy
Digital Marketing Strategy
 
Creating A Social Media Strategy
Creating A Social Media StrategyCreating A Social Media Strategy
Creating A Social Media Strategy
 
Lead generation strategy for mortgage brokers
Lead generation strategy for mortgage brokersLead generation strategy for mortgage brokers
Lead generation strategy for mortgage brokers
 
Social Media Strategy Plan
Social Media Strategy PlanSocial Media Strategy Plan
Social Media Strategy Plan
 
Seo campaign strategy
Seo campaign strategySeo campaign strategy
Seo campaign strategy
 
Inbound Marketing 101 - Mike Volpe HubSpot
Inbound Marketing 101 - Mike Volpe HubSpotInbound Marketing 101 - Mike Volpe HubSpot
Inbound Marketing 101 - Mike Volpe HubSpot
 
An Introduction to Content Marketing
An Introduction to Content MarketingAn Introduction to Content Marketing
An Introduction to Content Marketing
 
An Introduction to Content Marketing
An Introduction to Content MarketingAn Introduction to Content Marketing
An Introduction to Content Marketing
 
Website SEO Strategy WordCamp Raleigh
Website SEO Strategy WordCamp RaleighWebsite SEO Strategy WordCamp Raleigh
Website SEO Strategy WordCamp Raleigh
 
LinkedIn Marketing Strategies
LinkedIn Marketing StrategiesLinkedIn Marketing Strategies
LinkedIn Marketing Strategies
 
Marketing With Facebook Ads
Marketing With Facebook AdsMarketing With Facebook Ads
Marketing With Facebook Ads
 
Social Media Strategy: AirBnB
Social Media Strategy: AirBnBSocial Media Strategy: AirBnB
Social Media Strategy: AirBnB
 
The CMO's Guide to Marketing Org Structure
The CMO's Guide to Marketing Org StructureThe CMO's Guide to Marketing Org Structure
The CMO's Guide to Marketing Org Structure
 
Digital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By MakanthDigital Marketing Strategy Plan By Makanth
Digital Marketing Strategy Plan By Makanth
 
SEO Competitive Analysis - Sample Report
SEO Competitive  Analysis - Sample ReportSEO Competitive  Analysis - Sample Report
SEO Competitive Analysis - Sample Report
 
[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...
[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...
[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...
 

Similaire à Marketing In A Recession - HubSpot

Marketing In Recession
Marketing In RecessionMarketing In Recession
Marketing In Recessionkalpanaheliya
 
Inbound Marketing Volpe Hub Spot March 2009
Inbound Marketing Volpe Hub Spot March 2009Inbound Marketing Volpe Hub Spot March 2009
Inbound Marketing Volpe Hub Spot March 2009Pamela White
 
What the Heck is Inbound Marketing? HubSpot
What the Heck is Inbound Marketing? HubSpotWhat the Heck is Inbound Marketing? HubSpot
What the Heck is Inbound Marketing? HubSpotHubSpot
 
How to Turn Your Website into a Lead Generation Machine
How to Turn Your Website into a Lead Generation MachineHow to Turn Your Website into a Lead Generation Machine
How to Turn Your Website into a Lead Generation MachineHubSpot
 
Bottom Line: Social Media for Business
Bottom Line: Social Media for BusinessBottom Line: Social Media for Business
Bottom Line: Social Media for BusinessHubSpot
 
Is Your Business Getting Found?
Is Your Business Getting Found?Is Your Business Getting Found?
Is Your Business Getting Found?HubSpot
 
Inbound Marketing and SEO for New England Direct Marketing Association - NEDM...
Inbound Marketing and SEO for New England Direct Marketing Association - NEDM...Inbound Marketing and SEO for New England Direct Marketing Association - NEDM...
Inbound Marketing and SEO for New England Direct Marketing Association - NEDM...HubSpot
 
Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA...
Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA...Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA...
Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA...HubSpot
 
Facebook For Business HubSpot
Facebook For Business HubSpotFacebook For Business HubSpot
Facebook For Business HubSpotHubSpot
 
How to Combine SEO, Blogging, and Social Media For Results HubSpot
How to Combine SEO, Blogging, and Social Media For Results HubSpotHow to Combine SEO, Blogging, and Social Media For Results HubSpot
How to Combine SEO, Blogging, and Social Media For Results HubSpotHubSpot
 
Inbound Marketing & the Next Phase of the Web
Inbound Marketing & the Next Phase of the WebInbound Marketing & the Next Phase of the Web
Inbound Marketing & the Next Phase of the WebHubSpot
 
How to Use the Power of Inbound Marketing to Generate Leads Online
How to Use the Power of Inbound Marketing to Generate Leads OnlineHow to Use the Power of Inbound Marketing to Generate Leads Online
How to Use the Power of Inbound Marketing to Generate Leads OnlineHubSpot
 
Lead Generation for Small Business
Lead Generation for Small BusinessLead Generation for Small Business
Lead Generation for Small BusinessHubSpot
 
Introduction to Inbound Marketing
Introduction to Inbound MarketingIntroduction to Inbound Marketing
Introduction to Inbound MarketingRomain Damery
 
How to Promote Your Business Blog With HubSpot
How to Promote Your Business Blog With HubSpotHow to Promote Your Business Blog With HubSpot
How to Promote Your Business Blog With HubSpotHubSpot
 
Inbound Marketing Crash Course for Bryant Marketing Association
Inbound Marketing Crash Course for Bryant Marketing AssociationInbound Marketing Crash Course for Bryant Marketing Association
Inbound Marketing Crash Course for Bryant Marketing AssociationHubSpot
 
Twitter for Marketing and PR
Twitter for Marketing and PRTwitter for Marketing and PR
Twitter for Marketing and PRHubSpot
 
A marketing strategy
A marketing strategyA marketing strategy
A marketing strategyJBee44
 
How to Use Twitter for Marketing & PR
How to Use Twitter for Marketing & PRHow to Use Twitter for Marketing & PR
How to Use Twitter for Marketing & PRElizabeth Lupfer
 

Similaire à Marketing In A Recession - HubSpot (20)

Marketing In Recession
Marketing In RecessionMarketing In Recession
Marketing In Recession
 
Inbound Marketing Volpe Hub Spot March 2009
Inbound Marketing Volpe Hub Spot March 2009Inbound Marketing Volpe Hub Spot March 2009
Inbound Marketing Volpe Hub Spot March 2009
 
What the Heck is Inbound Marketing? HubSpot
What the Heck is Inbound Marketing? HubSpotWhat the Heck is Inbound Marketing? HubSpot
What the Heck is Inbound Marketing? HubSpot
 
How to Turn Your Website into a Lead Generation Machine
How to Turn Your Website into a Lead Generation MachineHow to Turn Your Website into a Lead Generation Machine
How to Turn Your Website into a Lead Generation Machine
 
Bottom Line: Social Media for Business
Bottom Line: Social Media for BusinessBottom Line: Social Media for Business
Bottom Line: Social Media for Business
 
Is Your Business Getting Found?
Is Your Business Getting Found?Is Your Business Getting Found?
Is Your Business Getting Found?
 
Inbound Marketing and SEO for New England Direct Marketing Association - NEDM...
Inbound Marketing and SEO for New England Direct Marketing Association - NEDM...Inbound Marketing and SEO for New England Direct Marketing Association - NEDM...
Inbound Marketing and SEO for New England Direct Marketing Association - NEDM...
 
Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA...
Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA...Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA...
Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA...
 
Facebook For Business HubSpot
Facebook For Business HubSpotFacebook For Business HubSpot
Facebook For Business HubSpot
 
How to Combine SEO, Blogging, and Social Media For Results HubSpot
How to Combine SEO, Blogging, and Social Media For Results HubSpotHow to Combine SEO, Blogging, and Social Media For Results HubSpot
How to Combine SEO, Blogging, and Social Media For Results HubSpot
 
Inbound Marketing & the Next Phase of the Web
Inbound Marketing & the Next Phase of the WebInbound Marketing & the Next Phase of the Web
Inbound Marketing & the Next Phase of the Web
 
How to Use the Power of Inbound Marketing to Generate Leads Online
How to Use the Power of Inbound Marketing to Generate Leads OnlineHow to Use the Power of Inbound Marketing to Generate Leads Online
How to Use the Power of Inbound Marketing to Generate Leads Online
 
Lead Generation for Small Business
Lead Generation for Small BusinessLead Generation for Small Business
Lead Generation for Small Business
 
Fe presentation
Fe presentationFe presentation
Fe presentation
 
Introduction to Inbound Marketing
Introduction to Inbound MarketingIntroduction to Inbound Marketing
Introduction to Inbound Marketing
 
How to Promote Your Business Blog With HubSpot
How to Promote Your Business Blog With HubSpotHow to Promote Your Business Blog With HubSpot
How to Promote Your Business Blog With HubSpot
 
Inbound Marketing Crash Course for Bryant Marketing Association
Inbound Marketing Crash Course for Bryant Marketing AssociationInbound Marketing Crash Course for Bryant Marketing Association
Inbound Marketing Crash Course for Bryant Marketing Association
 
Twitter for Marketing and PR
Twitter for Marketing and PRTwitter for Marketing and PR
Twitter for Marketing and PR
 
A marketing strategy
A marketing strategyA marketing strategy
A marketing strategy
 
How to Use Twitter for Marketing & PR
How to Use Twitter for Marketing & PRHow to Use Twitter for Marketing & PR
How to Use Twitter for Marketing & PR
 

Plus de HubSpot

Cultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posibleCultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posibleHubSpot
 
Your Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know ItYour Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know ItHubSpot
 
The Hard Truth About Marketing
The Hard Truth About MarketingThe Hard Truth About Marketing
The Hard Truth About MarketingHubSpot
 
How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)HubSpot
 
The Tech Scene in Berlin is Booming
The Tech Scene in Berlin is BoomingThe Tech Scene in Berlin is Booming
The Tech Scene in Berlin is BoomingHubSpot
 
Aligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A BusinessAligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A BusinessHubSpot
 
15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to Know15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to KnowHubSpot
 
Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a MarketerInbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a MarketerHubSpot
 
What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one. What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one. HubSpot
 
HubSpot Diversity Data 2016
HubSpot Diversity Data 2016HubSpot Diversity Data 2016
HubSpot Diversity Data 2016HubSpot
 
Add the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-ThonAdd the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-ThonHubSpot
 
What is Inbound Recruiting?
What is Inbound Recruiting?What is Inbound Recruiting?
What is Inbound Recruiting?HubSpot
 
Behind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot TokyoBehind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot TokyoHubSpot
 
25 Discovery Call Questions
25 Discovery Call Questions25 Discovery Call Questions
25 Discovery Call QuestionsHubSpot
 
How to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's BuyerHow to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's BuyerHubSpot
 
Class 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessClass 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessHubSpot
 
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...HubSpot
 
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpotHubSpot
 
3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful CompaniesHubSpot
 
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...HubSpot
 

Plus de HubSpot (20)

Cultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posibleCultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posible
 
Your Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know ItYour Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know It
 
The Hard Truth About Marketing
The Hard Truth About MarketingThe Hard Truth About Marketing
The Hard Truth About Marketing
 
How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)
 
The Tech Scene in Berlin is Booming
The Tech Scene in Berlin is BoomingThe Tech Scene in Berlin is Booming
The Tech Scene in Berlin is Booming
 
Aligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A BusinessAligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A Business
 
15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to Know15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to Know
 
Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a MarketerInbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
 
What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one. What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one.
 
HubSpot Diversity Data 2016
HubSpot Diversity Data 2016HubSpot Diversity Data 2016
HubSpot Diversity Data 2016
 
Add the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-ThonAdd the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-Thon
 
What is Inbound Recruiting?
What is Inbound Recruiting?What is Inbound Recruiting?
What is Inbound Recruiting?
 
Behind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot TokyoBehind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot Tokyo
 
25 Discovery Call Questions
25 Discovery Call Questions25 Discovery Call Questions
25 Discovery Call Questions
 
How to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's BuyerHow to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's Buyer
 
Class 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessClass 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your Business
 
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
 
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
 
3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies
 
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
 

Dernier

AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDEADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDELiveplex
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IES VE
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...DianaGray10
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsSafe Software
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1DianaGray10
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemAsko Soukka
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Will Schroeder
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarPrecisely
 

Dernier (20)

AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDEADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
20230104 - machine vision
20230104 - machine vision20230104 - machine vision
20230104 - machine vision
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
 
201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystem
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity Webinar
 

Marketing In A Recession - HubSpot

  • 1. Marketing in a g Recession Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager HubSpot HubSpot Twitter: @mvolpe Twitter: @ellieeille
  • 2. How to Participate on Twitter Step One 1. Login to your Twitter account g y 2. Comment and ask questions  including the hashtag “#hubspot”
  • 3. How to Participate on Twitter Step Two 1. Go to http://search.twitter.com 2. Search for “#hubspot”
  • 10. Challenges & Opportunities Budget  Use Brain,  Cuts Not Budget Longer  Cheap Lead  Sales Cycles S l C l Nurturing N t i Lower Lead  Generate  Close Rates Close Rates More Leads More Leads
  • 11. Outbound Marketing 800-555-1234 Annoying Salesperson
  • 12. Inbound Marketing Blog g SEO Social Media
  • 13. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission
  • 14. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
  • 15. Outbound vs. Inbound Marketing 1. Find a “targeted” list 1. Do inbound marketing 2. Call, email 2 Call email, mail the list 2. 2 Attract people to your 3. Most of them (97%) business have no interest 3 Qualify out those that 3. 4. Those that have are interested, but not interest need to be a fit for you (50%) qualified, and sold on 4. Engage with those that your company are interested and a fit Lots of time, effort Don’t waste time, and money wasted effort, money on on uninterested uninterested prospects prospects
  • 16. Outbound Marketing 1. Find a “targeted” list • 10,000 people on list 2. Call, email 2 Call email, mail the list • Mail email call at cost Mail, email, 3. Most of them (97%) of ~$5+ each have no interest • $50 000 investment $50,000 4. Those that have • 300 respond to this interest need to be outbound marketing qualified, and sold on • 200 are qualified leads your company • Cost per lead = $250
  • 17. Inbound Marketing 1. Do inbound marketing • Software + tools ~$4K 2. 2 Attract people to your • Invest 25% of your time business for 3 months 3. 3 Qualify out those that • 400 people download are interested, but not your ebook a fit for you (50%) • 200 are qualified leads 4. Engage with those that are interested and a fit • Cost per lead = $20 • Cost including time @ $75K per year = $45 per lead
  • 18. Outbound vs. Inbound Marketing Outbound  Inbound  Marketing Marketing Cash Cost $50,000 $4,000 Cash Cost per  $250 $ $20 $ Lead Time  25 Hours 10‐15 Hours /  Investment Week Total Cost per $255 $45 Lead
  • 19. Budget (Outbound) vs. Brains (Inbound) Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee Outbound Marketing Inbound Marketing Rich, Lazy, Boring, Cheap, Creative, Exciting Inefficient Efficient & Effective
  • 20. Examples of Cost-Effective Inbound Marketing
  • 21. Be Your Own Media “Think like a p blisher” publisher” -- David Meerman Scott
  • 22. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 24. Start a TV Show Flickr: Flickr: Matti Mattila
  • 25. We don’t need no stinkin’ TV network. 2,000 do ,000 downloads to date o ds o d e www.HubSpot.tv
  • 26. Promote Your Content Flickr: Flickr: ClintJCL
  • 30. What Content Do You Have? • Content to match b er phase and concerns buyer • Do you have content targeted to buyers in today’s economy?
  • 31. Blog Flickr: Flickr: Annie Mole
  • 32. Blog
  • 33. Tips You Might Not Know • Start before you ha e a prod ct o have product • Start before you have a website • Start before you have anything • All you need: a rough market and some ideas • A blog can launch a company
  • 34. Biggest Blogging Mistake Don’t use a “free” URL from a blog service • HubSpot.blogspot.com – NO! • HubSpot typepad com – NO! HubSpot.typepad.com • HubSpot.wordpress.com – NO! • Blog.HubSpot.com – Yes • HubSpot.com/Blog – Yes • SmallBusinessHub.com – Yes
  • 35. Blog as Lead Nurturing • No spam filters on RSS • RSS follo s to ne jobs email doesn’t follows new jobs, • People can comment • Build a relationship with your company • Easily shared content • Side benefits • Social media performance • S O performance SEO f
  • 36. Q&A / Discussion Forums Flickr: Flickr: chelmsfordpubliclibrary
  • 37. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  • 38. Q&A / Discussion Forums • Short tho ghtf l ans ers Short, thoughtful answers • Links to (your) blog and tools • First answers are better • Long term, long tail strategy
  • 39. Use SEO Flickr: Flickr: ClintJCL
  • 40. 25% of SEO = On Page (Visible) • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  • 41. 25% of SEO = On Page (Invisible) • Description • Keywords • Alt text on images
  • 42. 75% of SEO = Off Page • Recommendations from friends 1. 1 “I know Mike Volpe” 2. “Mike Volpe is a marketing expert” 3 You trust the person saying this 3. • Links are online recommendations 1. A link: www.HubSpot.com 2. 2 Anchor text: Internet Marketing 3. Link is from a trusted website
  • 44. Start Groups 14,000 M 14 000 Membersb 2,100 Members #6 in search for “marketing”
  • 45. Build a Group • Generic Title (“Pro Marketers”) • Invite employees, customers and friends • Post on your blog, website, etc. • Then it spreads virally (or repeat the steps) (or,
  • 46. Manage a Group • LinkedIn • Start discussions • Download email list, send newsletter • Facebook • Start discussions • Upload photos, videos • Send updates • Quality Content
  • 47. Traffic, Leads and Customers Visitors from ZDNet Visitors Leads Customers TechCrunch 5,289 754 12 ZDNet 834 72 3 Twitter 511 28 1
  • 49. Budget (Outbound) vs. Brains (Inbound) Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee Outbound Marketing Inbound Marketing Rich, Lazy, Boring, Cheap, Creative, Exciting Inefficient Efficient & Effective
  • 50. Priorities • Cut cost per lead • C t lo ROI programs Cut low • Cut non-lead gen activities • Improve lead quality • Increase lead generation • Focus on ROI measurement • Use inbound marketing…
  • 51. Recession Marketing Plan • Buy HubSpot B H bSpot • Buy “New Rules of Marketing & PR” • Buy video camera • Dedicate time to inbound marketing • Cost: $20/day for 2009
  • 52. Thank You! Learn more about HubSpot:  Learn more about HubSpot: http://www.hubspot.com/demo Become a Fan: Become a Fan: http://facebook.hubspot.com Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager Twitter: @mvolpe Twitter: @ellieeille
  • 54. Inbound Marketing System Content SEO Management Blogs Landing Social Pages Media Lead Intelligence CRM
  • 55. Getting Found: On-Page SEO Keyword Grader • Determine what k D i h keywords tod optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on your site that is ranking for each y g keyword(phrase) and how to make further improvements
  • 56. Getting Found: Off-Page SEO Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
  • 57. Getting Found: SEO for Your Whole Site Page Grader • Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked k k d keywords, li k ) d links) • Automatically recommend improvements to optimize each page of your site f it
  • 58. Getting Found: Blogosphere Blogging • Enable E bl easy, natural process to l consistently update content on your site, achieve more frequent search engine crawls, and improve authority i th it • Develop an audience of email and RSS subscribers • Attract more inbound links (“link ( link bait”) • Write keyword rich content to attract more high conversion rate traffic
  • 60. Lead Intelligence • Track the full path of all of your leads through your web site • Automatically develop more intelligence around each lead (number of visits, time on site, pages visited, comments written on blog, documents downloaded, g information submitted via web forms created) • Increase close rate through i improved l d quality d lead lit
  • 61. Making Better Marketing Decisions Analytics • Integrated reports in HubSpot software allow you to understand the effects of all your marketing activities so you can optimize ti iti ti i your efforts and allocate your time and money towards the programs that generate the most leads and sales for your business
  • 62. Actionable Marketing Insights HubFeed • HubFeed “watches” your Internet marketing efforts and delivers highlights and actionable insights based on your d t b d data
  • 63. HubSpot Methodology and Consulting • Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on HubSpot's products and HubSpot s methodologies • Consulting sessions focus on these topics based on the specific needs of the client
  • 64. HubSpot Training Materials and Resources
  • 65. Thank You! Learn more about HubSpot:  Learn more about HubSpot: http://www.hubspot.com/demo Become a Fan: Become a Fan: http://facebook.hubspot.com Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager Twitter: @mvolpe Twitter: @ellieeille