1. Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising. “ ” We need to stop interrupting what people are interested in and be what people are interested in… CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)

2. Taking the First Step: Investigating Interactive Media for Any Publication May 23, 2012

3. Introductions 1

4. Key Issues 2

5. Finding new members Engaging more members

6. FACT: The Internet has fundamentally changed the way people find, discover, share, shop, & connect.

7. FACT: Inbound marketing is a lot more cost- effective than traditional, outbound marketing.

8. Introduction to Inbound Marketing 3

9. What is Inbound Marketing?

10. Inbound marketing is a fundamental shift in how we relate to potential customers

11. PUSH PAID RENT INTERRUPT INVENTORY Email VS. 11 PULL EARNED OWN ATTRACT ASSET

12. Inbound marketing costs 62% less per lead than traditional, outbound marketing. INBOUND: AVG COST/LEAD: $143 SOURCE: HUBSPOT, 2011 OUTBOUND: AVG COST/LEAD: $373

13. STOP FORCING leads through your decision process.

14. An Example of Inbound Marketing?

15. Blogging.

16. No Topic is too Niche for a Blog

17. 17 152,000,000 SOURCE: UM, OCTOBER 2010 There are blogs on the Internet.

18. 18 The global population of blog readers keeps growing. % OF DAILY INTERNET USERS WHO READ BLOGS SOURCE: UM, OCTOBER 2010

19.  88% # OF MEDIAN MONTHLY LEADS 19 SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010 B2C companies that blog generate per month than those who do not. 88% more leads

20. An Example of an Inbound Campaign?

21. Offer LP + CTA LNEmailBlogSocialAnalyze Inbound Marketing Campaign Structure

22. Link to Offer Create an Offer Offer

23. Create a Conversion Path CTALP Link to CTA Link to LP

24. Attach a Lead Nurturing Campaign LN

25. Promote Your Offer Through Email Email Link to Email

26. Promote Your Offer Through Blogging Blog Link to Blog Article

27. Promote Your Offer Through Social Media Promote

28. Analyze Results Analyze

29. Recap!

30. Identify Conversion Opportunities and Make New Offer. Offer LP + CTA Build Landing Page, Call To Action and Thank You Page to advertise the offer. LN Attach Lead Nurturing Campaign to the Offer. Email Build Targeted List and Email Existing Contacts the new offer. Blog Write blog articles around the topic of the offer to promote on website. Promote Schedule social media promotions of landing page and blog posts Analyze Analyze the results of each element to improve next campaign

31. Inbound Opportunities for Associations 4

32. Identify Conversion Opportunities and Make New Offer. Offer LP + CTA Build Landing Page, Call To Action and Thank You Page to advertise the offer. LN Attach Lead Nurturing Campaign to the Offer. Email Build Targeted List and Email Existing Contacts the new offer. Blog Write blog articles around the topic of the offer to promote on website. Promote Schedule social media promotions of landing page and blog posts Analyze Analyze the results of each element to improve next campaign

33. Create Content Engine – share to attract Connection point for industry - education Hub Publishing platform – magnet for a market

34. HubSpot Example 5

35. Our Value-Added Reseller Community

36. Marketing Agencies who Resell HubSpot as Part of their Marketing Services Packages

37. Community Benefits HubSpot, and HubSpot Benefits the Community

38. 2 Community allows Partners to Exchange Ideas & Tactics 1 Community allows Partners to Network Proactively 3 Community allows Partners to Compliment Each Other

39. How Community Manager Uses Inbound Marketing

40. To help more agencies adopt/learn IM. To raise engagement of existing base. To reward engagement of engaged.

41. To help more agencies adopt/learn IM. To raise engagement of existing base. To reward engagement of engaged.

42. DirectValue-Added Reseller

43. Offer LP + CTA LNEmailBlogSocialAnalyze

44. partners.com

45. To help more agencies adopt/learn IM. To raise engagement of existing base. To reward engagement of engaged.

46. Education as Engagement

47. Idea Exchanging as Engagement

48. To help more agencies adopt/learn IM. To raise engagement of existing base. To reward engagement of engaged.

49. Services Marketplace

51. THANK YOU.