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Inbound Marketing for Lead Generation

Inbound Marketing for Lead Generation. Ilya Mirman Twitter: @ IlyaMirman Mike Volpe Twitter: @ mvolpe. Twitter: @ ilyamirman & @ mvolpe Slides: www.MikeVolpe.com/WOMMA Share whatever, wherever!. Marketing is Changing. 1950 - 2000. 2000 - 2050. Outbound Marketing.

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Inbound Marketing for Lead Generation

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  1. Inbound Marketingfor Lead Generation Ilya Mirman Twitter: @IlyaMirman Mike Volpe Twitter: @mvolpe

  2. Twitter: @ilyamirman & @mvolpe Slides: www.MikeVolpe.com/WOMMA Share whatever, wherever!

  3. Marketing is Changing 1950 - 2000 2000 - 2050

  4. Outbound Marketing

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

  6. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com

  7. The Great News… Source: survey of hundreds of businesses: HubSpot.com/ROI

  8. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

  9. “If you have more money than brains, use outbound marketing. If you have more brains than money, use inbound marketing” -- Guy Kawasaki

  10. Questions to ask yourself...

  11. Am I regularly creating new share-worthy content?

  12. Am I promoting my content in social media conversations?

  13. Am I optimizing my content for search and social media?

  14. Am I converting as many visitors into leads and sales as I can?

  15. Stop thinking like a marketer or advertiser.

  16. Start thinking like a publisher and socializer.

  17. Cilk Arts, Inc* Mission: To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors. Our Goal: Owna multicore programming standard • Cilk++ Runtime on every processor • Cilk++ used by all C/C++ multi-coders [*July 2009: Cilk Arts acquired by Intel]

  18. Go To Market Approach • Open source business model • Low-touch, low-cost sales model • Broad awareness, trial, adoption • Big bet on Inbound Marketing • No sales people • Hired 1 marketer (me) 8 months before shipping product to implement Inbound Marketing approach • Blog as primary marketing vehicle • Entire team contributed (~1 post per week) • Helped us engage with the developers we hoped to serve; understand what content they’re interested in

  19. Results • Reached over 100,000 developers • Traffic and awareness matched or exceeded competitors • >3,000 leads • >1,000 downloads • >6,200 inbound links • >600 blog subscribers • Adoption at >300 universities worldwide

  20. Content is King • Blog was primary vehicle • Entire team contributed • Repurposed content in multiple ways • e-Book • Short YouTube videos • Online courses • 2-day training workshop

  21. Blog Metrics Engaged entire team Don’t know ahead of time which topics will strike a chord Links drove search engine rank

  22. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

  23. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

  24. Social Media • Engaged bloggers in industry and academia • Drove coverage, links, conference invites

  25. Blogging Drives Social Success Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

  26. Social Media = Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI

  27. Thought Leadership & Awareness • Grew a loyal following: • > 6,200 inbound links • > 600 Blog subscribers Inbound Links Blog Subscribers

  28. Organic SEO • Web site optimized for long tail of relevant search terms • 40% of traffic from search • High rank for ~300 relevant phrases • Ongoing maintenance to optimize popular pages for key terms Keywords w/high Google rank

  29. Lead Capture • Translating content & traffic to Leads using Landing Pages

  30. Lead Management • 3000+ Leads • 1 Sales & 1 Marketing person managed it all • Even engaged engineers with lead alerts • Key: Closed Loop Marketing & CRM Integration Sales Marketing

  31. Lead Intelligence

  32. Visitors & Sources • Healthy mix of traffic from organic search and key social media sites published eBook; Pilot campaign to quant finance community Posted Cilk++ docs; Pilot campaign to IEEE community

  33. Inbound Marketing Lessons Do… • Get your whole organization engaged in contributing content • Be real, be genuine • Build an editorial calendar with a broad set of interesting, valuable content, targeted at key personas • Leverage content in many ways (Blog, e-Books, Tutorials, YouTube, SlideShare, etc.) • Use Closed Loop Marketing to get a single view of your funnel so Sales & Marketing can work as an efficient team Don’t… • …be a blatant, self-centered commercial • …focus on just one topic • …make your blog your only social media effort; instead, spend time on other blogs, community sites, and contribute • …worry about slow periods (# of visitors,# of subscribers, # of comments)

  34. Inbound Marketing Summary Convert

  35. Suggested Next Steps • Read the “Inbound Marketing” Book • Grade your website: www.WebsiteGrader.com • Additional Free Resources: www.HubSpot.com/marketing-hubs

  36. Q&A These Slides: www.MikeVolpe.com/WOMMA Ilya Mirman Twitter: @IlyaMirman Mike Volpe Twitter: @mvolpe

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