Hide Notes 

Slide 1: Marketing in a g Recession VP Inbound Marketing HubSpot Twitter: @mvolpe Mike Volpe Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille
Slide 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”
Slide 3: How to Participate on Twitter Step Two 1. Go to http://search.twitter.com 2. Search for “#hubspot”
Slide 5: Stock Market
Slide 6: Recession
Slide 7: Recession
Slide 8: Layoffs
Slide 9: Tough Times
Slide 10: Challenges & Opportunities Budget  Cuts Longer  Sales Cycles Sl C l Lower Lead  Close Rates Close Rates Use Brain,  Not Budget Cheap Lead  Nurturing Nti Generate  More Leads More Leads
Slide 11: Outbound Marketing 800-555-1234 Annoying Salesperson
Slide 12: Inbound Marketing Blog g SEO Social Media
Slide 13: Rethinking Marketing Outbound Marketing • Telemarketing • Trade shows • Direct mail • Email blasts • Print ads • TV/radio ads Inbound Marketing • SEO / SEM • Blogging • Social Media • RSS • Free tools/trials • Public Relations Interruption Permission
Slide 14: Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
Slide 15: Outbound vs. Inbound Marketing 1. Find a “targeted” list 2. Call, email 2 Call email, mail the list 3. Most of them (97%) have no interest 4. Those that have interest need to be qualified, and sold on your company Lots of time, effort and money wasted on uninterested prospects 1. Do inbound marketing 2. 2 Attract people to your business 3. 3 Qualify out those that are interested, but not a fit for you (50%) 4. Engage with those that are interested and a fit Don’t waste time, effort, money on uninterested prospects
Slide 16: Outbound Marketing 1. Find a “targeted” list 2. Call, email 2 Call email, mail the list 3. Most of them (97%) have no interest 4. Those that have interest need to be qualified, and sold on your company • 10,000 people on list • Mail email call at cost Mail, email, of ~$5+ each • $50 000 investment $50,000 • 300 respond to this outbound marketing • 200 are qualified leads • Cost per lead = $250
Slide 17: Inbound Marketing 1. Do inbound marketing 2. 2 Attract people to your business 3. 3 Qualify out those that are interested, but not a fit for you (50%) 4. Engage with those that are interested and a fit • Software + tools ~$4K • Invest 25% of your time for 3 months • 400 people download your ebook • 200 are qualified leads • Cost per lead = $20 • Cost including time @ $75K per year = $45 per lead
Slide 18: Outbound vs. Inbound Marketing Outbound  Marketing $50,000 $250 $ 25 Hours $255 Inbound  Marketing $4,000 $20 $ 10‐15 Hours /  Week $45 Cash Cost Cash Cost per  Lead Time  Investment Total Cost per Lead
Slide 19: Budget (Outbound) vs. Brains (Inbound) Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee Outbound Marketing Rich, Lazy, Boring, Inefficient Inbound Marketing Cheap, Creative, Exciting Efficient & Effective
Slide 20: Examples of Cost-Effective Inbound Marketing
Slide 21: Be Your Own Media “Think like a p blisher” publisher” -- David Meerman Scott
Slide 22: What to Publish? • • • • • • • Blog g Podcast Videos Photos Presentations eBooks News Releases
Slide 23: Where to Publish?
Slide 24: Start a TV Show Flickr: Flickr: Matti Mattila
Slide 25: We don’t need no stinkin’ TV network. 2,000 do ,000 downloads to date o ds o d e www.HubSpot.tv
Slide 26: Promote Your Content Flickr: Flickr: ClintJCL
Slide 27: Promote Your Content
Slide 28: Promote Flattering Content
Slide 29: Rethink Content
Slide 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?
Slide 31: Blog Flickr: Flickr: Annie Mole
Slide 32: Blog
Slide 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
Slide 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
Slide 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
Slide 36: Q&A / Discussion Forums Flickr: Flickr: chelmsfordpubliclibrary
Slide 37: Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
Slide 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
Slide 39: Use SEO Flickr: Flickr: ClintJCL
Slide 40: 25% of SEO = On Page (Visible) • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
Slide 41: 25% of SEO = On Page (Invisible) • Description • Keywords • Alt text on images
Slide 42: 75% of SEO = Off Page • Recommendations from friends 1. 1 “I know Mike Volpe” 2. “Mike Volpe is a marketing expert” 3. 3 You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. 2 Anchor text: Internet Marketing 3. Link is from a trusted website
Slide 43: Groups Flickr: Flickr: Vidiot
Slide 44: Start Groups 14,000 M 14 000 Members b #6 in search for “marketing” 2,100 Members
Slide 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,
Slide 46: Manage a Group • LinkedIn • Start discussions • Download email list, send newsletter • Facebook • Start discussions • Upload photos, videos • Send updates • Quality Content
Slide 47: Traffic, Leads and Customers Visitors from ZDNet Visitors TechCrunch ZDNet Twitter 5,289 834 511 Leads 754 72 28 Customers 12 3 1
Slide 48: Internet Marketing Scorecard
Slide 49: Budget (Outbound) vs. Brains (Inbound) Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee Outbound Marketing Rich, Lazy, Boring, Inefficient Inbound Marketing Cheap, Creative, Exciting Efficient & Effective
Slide 50: Priorities • • • • • • Cut cost per lead Cut low C t lo ROI programs Cut non-lead gen activities Improve lead quality Increase lead generation Focus on ROI measurement • Use inbound marketing…
Slide 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
Slide 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 Twitter: @mvolpe Inbound Marketing Manager Twitter: @ellieeille
Slide 53: HubSpot Inbound Marketing System
Slide 54: Inbound Marketing System SEO Content Management Landing Pages Blogs Social Media Lead Intelligence CRM
Slide 55: Getting Found: On-Page SEO Keyword Grader • Determine what k D i h keywords to d 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 y your site that is ranking for each g keyword(phrase) and how to make further improvements • • •
Slide 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 • •
Slide 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 •
Slide 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 • • •
Slide 59: Track Your Competitors
Slide 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 g on blog, documents downloaded, information submitted via web forms created) Increase close rate through improved l d quality i d lead lit •
Slide 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
Slide 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
Slide 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 •
Slide 64: HubSpot Training Materials and Resources
Slide 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 Twitter: @mvolpe Inbound Marketing Manager Twitter: @ellieeille