In a recession, marketing budgets are often the first to get slashed. For many that means cutting programs, cutting spending and cutting staff in order to make it through the economic downturn. But marketing in a recession isn't about marketing less, it's about marketing better and smarter. This webinar will share techniques for marketing more efficiently and effectively, particularly on a tight budget.

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”

5. Stock Market

6. Recession

7. Recession

8. Layoffs

9. Tough Times

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

23. Where to Publish?

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

27. Promote Your Content

28. Promote Flattering Content

29. Rethink Content

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

43. Groups
Flickr:
Flickr: Vidiot

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

48. Internet Marketing Scorecard

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

53. HubSpot
Inbound Marketing System

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

59. Track Your Competitors

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