1. Inbound Marketing OPASTCO Symposium – November 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

2. Marketing is Changing 1950 - 20002000 - 2050

3. Outbound Marketing

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

5. More Bad News…

6. The Good News…

7. The Great News… www.HubSpot.com/ROI

8. Inbound Marketing BlogSEOSocial Media

9. Inbound Gives Leverage

10. Budget vs. Brains

11. Questions to ask yourself...

12. How am I expanding my online footprint?

13. Am I publishing share-worthy content?

14. How can I start and join relevant conversations?

15. Stop thinking like a marketer or advertiser.

16. Start thinking like a publisher and socializer.

17. Inbound Marketing

18. Publish Promote Optimize Convert

19. Target Content to Your Personas

20. Publish Everything Blog Podcast Videos Photos Presentations eBooks News Releases

21. How Many Tickets Do You Have?

22. More Content = More Links 22

23. Publish Everywhere

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

25. 1,000’s of Tweets about report - Twitter drove 30% of traffic Link-Worthy & Share-Worthy

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

27. Make Sharing Easy

28. Content Makes You Interesting

29. Calls to Action – Blog Posts

30. Landing Pages

31. Track Your Conversion Rate

32. Inbound Marketing Case Studies

33. Case Study: Reynolds Golf Academy

34. Results for Reynolds Golf Monthly Traffic and Leads Blog Subscribers

35. Results for Reynolds Golf Increased traffic and lead volume by over 50x Accumulated over 300 blog subscribers Attracted 4,191 inbound links from over 230 domains The website's traffic rank has improved from 5.9 million to between 1 million and 2 million

36. Case Study: Palomar Technologies

37. Results for Palomar Technologies Monthly Traffic Google Referrers

38. Results for Palomar Technologies Increased lead flow over 100% Increased organic search traffic more than 50%

39. Case Study: Movative

40. Results for Modative Google Referrers Blog Subscribers

41. Results for Modative Increased organic search traffic more than 150% Increased lead flow and inquiries

42. 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 emails & leads

43. Case Study: HubSpot TV Weekly video podcast 80-100 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

44. Case Study: 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

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

46. 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

47. Analysis and Measurement

48. Traffic

49. Leads

50. Sales

51. …By Channel or Source VisitorsLeadsSales SEO Social Media

52. Inbound Marketing Summary Optimize (SEO) Promote (Social) Create (Content) Convert

53. Additional Resources Facebook Marketing eBook http://www.hubspot.com/facebook-for-business-marketing-hub/ Twitter Marketing eBook http://www.hubspot.com/twitter-marketing-hub/ Social Media Marketing Kit http://www.hubspot.com/social-media-marketing-kit Blog: http://Blog.HubSpot.comhttp://Blog.HubSpot.com

54. Next Steps Read “Inbound Marketing” Grade your website: www.WebsiteGrader.com www.WebsiteGrader.com

55. Thank You / Q&A Download Slides: www.MikeVolpe.com/OPASTCO Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

56. http://www.youtube.com/watch?v=Q3yCB7AvvAk

57. http://www.youtube.com/watch?v=4-lGe5MnBlY

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