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The New Rules of Marketing
Featuring: You … the members of the SEBC
Moderator: Kirsten Knipp, Director Product Evangelism, HubSpot
Tell me about you …

How many of you are experts in your space?

  How many of you are expert marketers?

   What resources do you have a lot of?

     What resources are most scarce?
"If you have more Money than brains, you
 should focus on Outbound Marketing.
If you have more Brains than money, you
  should focus on Inbound Marketing."



                                @guykawasaki
Outbound Marketing

    Advertising       Direct Marketing
                                   CALLER ID:
                                  800-555-1234
                                    Annoying
                                  Salesperson




    Interruptions get ignored …
Inbound Marketing

      Blog          SEO      Social Media




  Relevant info is being sought daily…
Great for SMB & Entrepreneurs …
Because you have more of this … than $$$




7
Inbound Marketing Maps to Funnel
            Get
           Found

                                    QUALIFIED TRAFFIC
 Analyze           Convert                               Content
                                    SEO      Blog
                                                         Creation
                                         Landing         Social
                                          Pages          Media
                             Marketing    Lead Nurturing &
                             Analytics       Intelligence

                                                   CRM
                                             (Salesforce.com
                                                 or other)




                                            SALES
Does Inbound Marketing Work?




9
What basics could you be doing?
     • Get Found
       • Blogging – build an audience early
       • Social media – listen
       • Optimize – each page = chance to rank
     • Convert – offer give / get
     • Analyze – figure out what worked




10
Done with the basics, what’s advanced?
     • Get Found
       • Social Media – listen & participate
       • Video, Audio, Webinars, eBooks +
     • Convert
       • Cultivate Multiple Offers
       • Automate Follow Up & Nurturing
       • Integrate with CRM
     • Analyze – closed loop marketing




11
What can you skip?



            • Flash Content & Fancy Websites
            • PR Firms – DIY instead
            • Heavy PPC – use it to experiment &
              build organic
            • Trade Shows
            • Traditional Advertising



12
Let’s take a quick look at a site …
                          •Subdomain
                          •No blog
                          •Poor metadata / On Page SEO
                          •MozRank = 3
                          •Inbound Links = 85
                          •Limited lead capture




13
What can you take away?

     Give away your ideas to generate a following
             Always optimize your content
                       Capture Leads
                & Measure what works …
               Bootstrap Basics with Free Tools …
        Other tools exist to make it easier & more effective


14
Company Background / Backup
About HubSpot

Inbound Marketing software
   & advice that helps SMB
      businesses grow

      2006   Founded


    2,500+   Customers


       98%   Retention


      140+   Employees
HubSpot’s Inbound Marketing System


                                    QUALIFIED TRAFFIC
• Simple & Integrated Software
                                    SEO      Blog        Content
                                                         Creation
• Support & Expertise
                                         Landing         Social
                                          Pages          Media
• Hosted Solution            Marketing    Lead Nurturing &
                             Analytics       Intelligence

                                                   CRM
• No IT Required                             (Salesforce.com
                                                 or other)




                                            SALES
Proven ROI

                MIT study shows:
             HubSpot customers get
              4.2 times more leads
                 after 5 months
Sloan entreprenuersinboundmarketing.may2010

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Sloan entreprenuersinboundmarketing.may2010

  • 1. The New Rules of Marketing Featuring: You … the members of the SEBC Moderator: Kirsten Knipp, Director Product Evangelism, HubSpot
  • 2. Tell me about you … How many of you are experts in your space? How many of you are expert marketers? What resources do you have a lot of? What resources are most scarce?
  • 3. "If you have more Money than brains, you should focus on Outbound Marketing. If you have more Brains than money, you should focus on Inbound Marketing." @guykawasaki
  • 4. Outbound Marketing Advertising Direct Marketing CALLER ID: 800-555-1234 Annoying Salesperson Interruptions get ignored …
  • 5. Inbound Marketing Blog SEO Social Media Relevant info is being sought daily…
  • 6. Great for SMB & Entrepreneurs …
  • 7. Because you have more of this … than $$$ 7
  • 8. Inbound Marketing Maps to Funnel Get Found QUALIFIED TRAFFIC Analyze Convert Content SEO Blog Creation Landing Social Pages Media Marketing Lead Nurturing & Analytics Intelligence CRM (Salesforce.com or other) SALES
  • 10. What basics could you be doing? • Get Found • Blogging – build an audience early • Social media – listen • Optimize – each page = chance to rank • Convert – offer give / get • Analyze – figure out what worked 10
  • 11. Done with the basics, what’s advanced? • Get Found • Social Media – listen & participate • Video, Audio, Webinars, eBooks + • Convert • Cultivate Multiple Offers • Automate Follow Up & Nurturing • Integrate with CRM • Analyze – closed loop marketing 11
  • 12. What can you skip? • Flash Content & Fancy Websites • PR Firms – DIY instead • Heavy PPC – use it to experiment & build organic • Trade Shows • Traditional Advertising 12
  • 13. Let’s take a quick look at a site … •Subdomain •No blog •Poor metadata / On Page SEO •MozRank = 3 •Inbound Links = 85 •Limited lead capture 13
  • 14. What can you take away? Give away your ideas to generate a following Always optimize your content Capture Leads & Measure what works … Bootstrap Basics with Free Tools … Other tools exist to make it easier & more effective 14
  • 16. About HubSpot Inbound Marketing software & advice that helps SMB businesses grow 2006 Founded 2,500+ Customers 98% Retention 140+ Employees
  • 17. HubSpot’s Inbound Marketing System QUALIFIED TRAFFIC • Simple & Integrated Software SEO Blog Content Creation • Support & Expertise Landing Social Pages Media • Hosted Solution Marketing Lead Nurturing & Analytics Intelligence CRM • No IT Required (Salesforce.com or other) SALES
  • 18. Proven ROI MIT study shows: HubSpot customers get 4.2 times more leads after 5 months