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Lead Generation & Conversion TipsThe BIG Conference - October 2009 – Portland, ME,[object Object],Mike Volpe,[object Object],VP Marketing @HubSpot,[object Object],Twitter: @mvolpe,[object Object]
What’s HubSpot?,[object Object],[object Object]
Over 1,800 customers in 3 years
99employees, lots of MIT grads,[object Object]
Outbound Marketing,[object Object]
Outbound Marketing is Harder,[object Object],800-555-1234,[object Object],Annoying,[object Object],Salesperson,[object Object]
The Good News…,[object Object]
Inbound Marketing,[object Object]
But… Visitors are Not Customers!,[object Object],Flickr: Refracted Moments,[object Object]
The Great News…,[object Object],www.HubSpot.com/ROI,[object Object]
How can inbound marketing generate leads and sales?,[object Object]
Death to “Social Media Communists”!,[object Object]
Inbound Lead Generation,[object Object],Publish,[object Object],Promote,[object Object],Optimize,[object Object],Convert,[object Object]
Lead Generation w/ Inbound Marketing,[object Object], Create great offers,[object Object], Use tons of calls to action,[object Object],Optimize your landing pages,[object Object],Nurture your leads,[object Object]
Offers,[object Object]
Offers,[object Object]
Great Offers,[object Object], Free products, free trials,[object Object], Very useful info – tips, how to, data,[object Object],Gifts or promotions,[object Object], Value must be greater than the cost…,[object Object]
Calls to Action,[object Object]
Calls to Action – Blog Posts,[object Object]
Calls to Action – Twitter Grader,[object Object]
Calls to Action – Website Grader,[object Object]
Never let the user guess,[object Object],what to do next.,[object Object]
Great Calls to Action,[object Object], Use LOTS of them, everywhere,[object Object], Test to find the best,[object Object],Colors, text, size, place,[object Object],Make the next step obvious,[object Object]
Landing Pages,[object Object]
Go Naked,[object Object]
How Naked is Up to You…,[object Object]
Graphics Matter,[object Object]
Keep It Simple,[object Object]
Keep It Short,[object Object],53% Conversion,[object Object],32% Conversion,[object Object]
Don’t Put Form Below the Fold,[object Object]
Don’t – Ask for Really Private Info,[object Object]
Don’t – Use a Clear / Cancel Button,[object Object]
Track Your Conversion Rate,[object Object]
Testing,[object Object]
Free Tool in Alpha/Beta,[object Object],http://action.grader.com,[object Object]
Final Rule?  Nothing is Set in Stone!,[object Object]
Great Landing Pages,[object Object], Limit distractions (navigation / links),[object Object], Keep it short and simple,[object Object], Track your conversion %,[object Object], Test to find the best,[object Object]
Analysis and Measurement,[object Object],Flickr: akisra,[object Object]
Traffic,[object Object]
Leads,[object Object]
Sales,[object Object]
…By Channel or Source,[object Object],Visitors,[object Object],Leads,[object Object],Sales,[object Object],SEO,[object Object],Social,[object Object],Media,[object Object]
Thank You!,[object Object],Next Step?  Free Trial of HubSpot:,[object Object],www.HubSpot.com/free-trial,[object Object],Mike Volpe,[object Object],VP Marketing @HubSpot,[object Object],Twitter: @mvolpe,[object Object]

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Lead Generation and Conversion in Inbound Marketing and Social Media

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