Inbound Marketing: B2B Lead Generation Using Social Media, Blogs and SEO BMA Chicago – October 2009 Mike Volpe VP

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Presentation transcript:

Inbound Marketing: B2B Lead Generation Using Social Media, Blogs and SEO BMA Chicago – October 2009 Mike Volpe VP

What’s HubSpot? Marketing software for SMBs Over 1,800 customers in 3 years 100+ employees, lots of MIT grads

Marketing is Changing

Outbound Marketing

Outbound Marketing is Harder Annoying Salesperson

More Bad News…

The Good News…

The Great News…

Inbound Marketing BlogSEOSocial Media

Inbound Gives Leverage

Budget vs. Brains

Questions to ask yourself...

How am I expanding my online footprint?

Am I publishing share-worthy content?

How can I start and join relevant conversations?

Stop thinking like a marketer or advertiser.

Start thinking like a publisher and socializer.

Social Media B2B Lead Generation

Inbound Lead Generation Publish Promote Optimize Convert

Target Content to Your Personas

Publish Everything Blog Podcast Videos Photos Presentations eBooks News Releases

How Many Tickets Do You Have?

More Content = More Links 23

Publish Everywhere

Re-Publish What You Have SolidWorks: 100+ Videos on Website Published on YouTube, No Promotion 10,000+ Views / Month

1,000’s of Tweets about report - Twitter drove 30% of traffic Link-Worthy & Share-Worthy

What Gets Shared? Rarely Shared Frequently Shared Product info Free trials Software documentation New market data Educational content Top-notch blog posts

Make Sharing Easy

Content Makes You Interesting

Calls to Action – Blog Posts

Landing Pages

Track Your Conversion Rate

Case Studies & Examples

Case Study: Website Grader Free interactive tool 1.5 million URLs 40,000 inbound links 5,000 websites w/ badge & link 4,500 Del.icio.us bookmarks Great PR coverage (TechCrunch, RWW) 50,000+ visitors from StumbleUpon 100,000+ opt-in s & leads

Case Study: HubSpot TV Weekly video podcast live viewers 1-2K views / episode Top 5 marketing podcast in iTunes 70,000 views in first year Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan

Case Study: Video Two videos with over 30,000 views One attracted 43 blog articles in 2 weeks

Video Measurement

B2B Music Video Video 40,000 views first week 10,000 views first day Social Media #1 source = StumbleUpon #2 source = Twitter #3 source = Facebook SEO Page 1 for “inbound marketing” 50+ inbound links to blog article

Case Study: SlideShare Over 100,000 views of 80+ HubSpot PPTs Perfect for B2B audiences Tips: Optimize for SlideShare Drive 100’s of views in short time Embed in blog, promote by & social Get featured on homepage = 1,000’s

Case Study: HubSpot Blog Top 3 source of leads ~10% visit company website ~10-20% lead conversion rate

Blogging is Key for SEO and Social 25-30% of visitors from SEO Google is 90% of our SEO traffic 20-25% of visitors from social media Stumbleupon Twitter Facebook Reddit Delicious Digg LinkedIn Friendfeed

Blog Article Performance

Analysis and Measurement

Traffic

Leads

Sales

…By Channel or Source VisitorsLeadsSales SEO Social Media

Summary Leads

Additional Resources Facebook Marketing eBook Twitter Marketing eBook Social Media Marketing Kit Blog:

Thank You / Q&A HubSpot Free Trial: Mike Volpe VP