The document is a presentation about inbound marketing given by Mark Roberge of HubSpot. It discusses how inbound marketing uses SEO, blogging, and social media to attract potential customers, rather than outbound tactics like cold calling. It provides tips for SEO, content creation, social media engagement, converting visitors into leads, and measuring success. The presentation promotes HubSpot's software tools that help with inbound activities like getting found online, converting leads, and analyzing marketing performance.

1. Rethinking Marketing: Inbound Marketing to
Grow Your Business
MIT Sloan Alumni Club of Boston (#mitsacb)
September 14th, 2010
Mark Roberge
HubSpot
@markroberge

2. Agenda
I. Intro to Inbound Marketing
II. SEO in 2010
III. Blogging for Lead Generation
IV. Social Media for Lead Generation
V. Converting Visitors to Leads
VI. Measuring Inbound Marketing
Success
2

3. Outbound Marketing
3 @markroberge

4. Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson
4 @markroberge

5. Inbound Marketing
Blog SEO Social Media
5 @markroberge

6. Inbound Leads Cost 60% Less Than Outbound Leads
Source: survey of hundreds of businesses: HubSpot.com/ROI

7. Why Inbound Is Cheaper
7 @markroberge

8. Reading List Suggestion
Inbound Marketing:
Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com
8 @markroberge

9. Agenda
I. Intro to Inbound Marketing
II. SEO in 2010
III. Blogging for Lead Generation
IV. Social Media for Lead Generation
V. Converting Visitors to Leads
VI. Measuring Inbound Marketing
Success
9

10. How Do You Get to the Top? History of SEO

11. Inbound Marketing – One Strategy not Three
Blog SEO Social Media
11 @markroberge

12. SEO = Context and Authority
Ranking Algorithm:
f(n): Context + Authority
12 @markroberge

13. Two Sides of Optimization
On-Page Off-Page
(Context) (Authority)
13

14. On-Page SEO (Context)
• Page Title
• Clean URL
• Headers
• Description
14 @markroberge

15. Off-Page SEO (Authority)
• Recommendations from friends
1. “I know Mark Roberge”
2. “Mark Roberge is a marketing expert”
3. Seth Godin: Mark Roberge is a marketing
expert
• Links are online recommendations
1. A link: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from the Wall Street Journal

16. The Long Tail
The New Marketplace
Popularity
Head
Long Tail
Keywords
16 @markroberge

17. SEO Tips from Website Grader
Lessons from 2,084,563 websites
17 @markroberge

18. Where is Search Going?
PERSONALIZATION REAL-TIME
BEYOND SEARCH ENGINES

19. Agenda
I. Intro to Inbound Marketing
II. SEO in 2010
III. Blogging for Lead Generation
IV. Social Media for Lead Generation
V. Converting Visitors to Leads
VI. Measuring Inbound Marketing
Success
19

20. Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

21. Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

22. Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

23. Blogging Versus Blogging with a Purpose
• Use keyword tool to drive blog topic selection
• Configure blog with On-Page SEO in mind
• Include target long tail keywords in blog article titles
• Think of blog articles as link bait
• Think of blog articles as an army of sales people
working for you forever

24. Who Has Time for Blogging?
Domain
Knowledge
Blog
Success
Writing Skills Time

25. Get Into the Content Mindset
• Make emails into blog posts
• Turn forum posts into blog
posts
• Shoot videos at events
• Interview customers for your
blog
• Repurpose company data for
public reports
• Share lessons you learn
Flick Photo: Cindiann
25 @markroberge

26. How Often Should You Blog?
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles
21 30 36 54 54 58
Avg. Views
/ Article 1,137 1,304 1,305 864 1,522 1,447
Avg. Links
/ Article 11 11 7 4 8 4
Avg.
Comments
/ Article 12 15 15 11 18 13
2626 @markroberge

27. Most Business Blogs Post Weekly
Source: survey of hundreds of businesses: HubSpot.com/ROI

28. More Blogging Increases Results
Source: survey of hundreds of businesses: HubSpot.com/ROI

29. Agenda
I. Intro to Inbound Marketing
II. SEO in 2010
III. Blogging for Lead Generation
IV. Social Media for Lead Generation
V. Converting Visitors to Leads
VI. Measuring Inbound Marketing
Success
29

30. Focus Participation on Digital Influencers
3030 @markroberge

31. Distribute Your Content
31

32. How to Participate
WHAT NOT TO DO WHAT TO DO
• Give your company • Educate / answer their
elevator pitch question
• Talk about your • Promote other good
product features content
• Bash your • Get your subject matter
competition experts involved
3232 @markroberge

33. Blogging Drives Social Success
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

34. Agenda
I. Intro to Inbound Marketing
II. SEO in 2010
III. Blogging for Lead Generation
IV. Social Media for Lead Generation
V. Converting Visitors to Leads
VI. Measuring Inbound Marketing
Success
34

35. Blogs and Social Media are for Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI

36. Never let website visitors
guess what to do next.
36 @markroberge

37. How Does HubSpot Convert Visitors?
37

38. Offer – WIIFM?

39. Offer – WIIFM?

40. Offer – WIIFM?
• Whitepapers / eBooks
• Research / Studies
• Free Tools
• Trials & Samples
• NOT “Contact Us”
• Value must be greater than the cost…

41. Landing Pages

42. Limited Navigation
42 @markroberge

43. Keep It Short
32% 53%
Conversion Conversion

44. Don’t Put Form Below the Fold

45. Agenda
I. Intro to Inbound Marketing
II. SEO in 2010
III. Blogging for Lead Generation
IV. Social Media for Lead Generation
V. Converting Visitors to Leads
VI. Measuring Inbound Marketing
Success
45

46. Track the Whole Funnel for Each Channel
Social Media
SEO Visitors Blog Visitors PPC Visitors Visitors
Leads
SEO Customers Blog Customers PPC Customers Social Media
Customers
46

47. Invest More in Channels that Work
47

48. Measure Total Reach, Not Size of Email Database
48

49. Final Thoughts …
4949 @markroberge

50. What is HubSpot?
Lead Landing Social
SEO CMS Blog Leads Analytics Expertise
Nurture Pages Media
On- Web Word Lead Mktg
Eloqua Radian6 Drupal Google
Dialog CEO Press Lander Profs
Manti- Web Buzz Core Mktg
Marketo Ektron Blogger VTrenz
core Position Metrics Metrics Sherpa
HubSpot
50 @markroberge

51. What is HubSpot?
• Founded in 2006 from research at MIT
• Over 3,100 customers
• 180+ employees

52. Additional Resources
Grade your website at
www.WebsiteGrader.com
Read the Inbound Marketing Book
www.InboundBook.com
Take the free Inbound Marketing training
www.InboundMarketing.com
Start your free trial of HubSpot software
www.HubSpot.com/free-trial

53. Thank You!
#mitsacb
Mark Roberge
HubSpot
@markroberge

54. More on HubSpot Product

55. Tools to Get Found: SEO
• Keyword Grader
• Link Grader
• Page Grader
55 @markroberge

56. Tools to Get Found: Blog & Social Media
• Business Blog
Software
• Blog Analytics
• Social Media
Monitoring
• Social Media
Publishing
56 @markroberge

57. Tools to Convert: Leads
• Landing Pages
• Lead Intelligence
• Lead Alerts
• Visitor Profiling
• Lead Nurturing
57 @markroberge

58. Tools to Analyze: Competitor Tracking
58 @markroberge

59. Tools to Analyze: Marketing Campaigns
• Assess the effectiveness of your marketing on a
campaign-by-campaign level
• Optimize resource allocation to maximize sales
59 @markroberge