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Inbound Marketing OPASTCO Symposium – November 2009. Mike Volpe VP Marketing @HubSpot Twitter: @ mvolpe. Marketing is Changing. 1950 - 2000. 2000 - 2050. Outbound Marketing. Outbound Marketing is Harder. 800-555-1234 Annoying Salesperson. More Bad News…. The Good News….

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inbound marketing opastco symposium november 2009

Inbound Marketing OPASTCO Symposium – November 2009

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

marketing is changing
Marketing is Changing

1950 - 2000

2000 - 2050

outbound marketing is harder
Outbound Marketing is Harder

800-555-1234

Annoying

Salesperson

the great news
The Great News…

www.HubSpot.com/ROI

budget vs brains
Budget vs. Brains

Flickr: Refracted Moments

Flickr: Gaetoan Lee

slide13

Am I publishing

share-worthy content?

slide15

Stop thinking like a

marketer or advertiser.

slide16

Start thinking like a

publisher and socializer.

inbound marketing2
Inbound Marketing
  • Publish
  • Promote
  • Optimize
  • Convert
target content to your personas
Target Content to Your Personas

Kadient photo by: David Meerman Scott

publish everything
Publish Everything
  • Blog
  • Podcast
  • Videos
  • Photos
  • Presentations
  • eBooks
  • News Releases
re publish what you have
Re-Publish What You Have

SolidWorks: 100+ Videos on Website

Published on YouTube, No Promotion

10,000+ Views / Month

link worthy share worthy
Link-Worthy & Share-Worthy

1,000’s of Tweets about report - Twitter drove 30% of traffic

what gets shared
What Gets Shared?

Rarely

Shared

Frequently

Shared

  • Product info
  • Free trials
  • Software documentation
  • New market data
  • Educational content
  • Top-notch blog posts
results for reynolds golf
Results for Reynolds Golf

Monthly Traffic and Leads

Blog Subscribers

results for reynolds golf1
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
results for palomar technologies
Results for Palomar Technologies

Monthly Traffic

Google Referrers

results for palomar technologies1
Results for Palomar Technologies
  • Increased lead flow over 100%
  • Increased organic search traffic more than 50%
results for modative
Results for Modative

Google Referrers

Blog Subscribers

results for modative1
Results for Modative
  • Increased organic search traffic more than 150%
  • Increased lead flow and inquiries
case study website grader
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
case study hubspot tv
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
case study b2b music video
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
case study hubspot blog
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
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
by channel or source
…By Channel or Source

Visitors

Leads

Sales

SEO

Social

Media

additional resources
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.com
next steps
Next Steps
  • Read “Inbound Marketing”
  • Grade your website: www.WebsiteGrader.com
thank you q a

Thank You / Q&A

Download Slides:

www.MikeVolpe.com/OPASTCO

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

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