1. B2B Marketing
Inbound, Social, Viral?
Kelley Lynn Kassa
Director, Marketing Communications
Datawatch

2. What’s Hot…
Inbound Social
 Marketing strategy to  Use web and mobile
attract prospects by technologies to turn
offering meaningful content communication into
interactive dialog
2 @KelleyLynnK

3. Goal: Lead Generation
= Finding Sales Prospects
3 @KelleyLynnK

4. Outbound
 Emails  Telemarketing
 Webinars  PR
 Newsletter  Advertising/branding
sponsorship  Tradeshows
 Virtual events  Paid search/PPC
 Live events
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5. State of Outbound
CMO Expectations for ROI of Email Marketing 2011
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6. Inbound
 Content
 SEO
 Blogging
 Social medial
 Viral Videos
 “Freemium”
 Trials
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7. State of Inbound
Budgets Rising
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8. Social
93% of B2B Marketers Use Social Media*
Source: B2B Magazine
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9. Search Engine Optimization
HubSpot Inbound
 Keywords Marketing Software
 Page descriptions
 Meta tags www.hubspot.com/
 Optimized content
HubSpot's Inbound
Marketing Software
gives you all the tools
you need to make
marketing people love.
9 @KelleyLynnK

10. Content
Content is King?
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11. Content
Optimized Content
 Keywords
- Ownable
- Longtail
 Density
- 2 – 6%
 Headline
 Body
 SEO tags
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12. Blogging
Companies with blogs have 55% more visitors; 67% more leads
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13. Social Media: B2B Channels
Primary Secondary
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14. Freemium/Free Trials
Freemium
Free Trials
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15. Resources
 HubSpot Blog  B2B Magazine
- http://blog.hubspot.com/ - http://www.btobonline.com/
 Eloqua Blog  Marketing Sherpa
- http://blog.eloqua.com/ - http://www.marketingsherpa.com/
 Marketo Blog  Marketing Profs
- http://blog.marketo.com/ - http://www.marketingprofs.com/
 SocialMediaExplorer
 Christopher Penn  http://www.socialmediaexplorer.com/
- http://www.christopherspenn.com  KD Paine
 Steve Garfield
- http://kdpaine.blogs.com/
- http://www.stevegarfield.com/Site  CC Chapman
/Welcome.html
- http://www.cc-chapman.com/
15 @KelleyLynnK

16. Questions?
Kelley Lynn Kassa Just for Fun
Director, Marketing Communications Customer Service Through Twitter
Datawatch
Datawatch blog http://bit.ly/A7yD6F
LinkedIn Kelley Lynn Kassa
Twitter: @KelleyLynnK
Email: Kelley_Kassa@datawatch.com
16 @KelleyLynnK