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Lead Generation on a BudgetThe ROI of Inbound MarketingThe ROI of Inbound MarketingMay 2009
Mike VolpeVP Marketing @H bSpotVP Marketing @HubSpotTwitter: @mvolpe
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What’s HubSpot?
• Inbound marketing software
• Over 1,200 customers in 2 years
• 85+ employees lots of MIT grads85+ employees, lots of MIT grads
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www.HubSpot.com/ROI
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Outbound Marketing
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Outbound Marketing is Broken
800-555-1234AnnoyingSalespersonp
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Marketing Has Changed
1950 - 2000 2000 - 2050
6
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Inbound Marketing
Blog SEO Social Mediag
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Lower Your Cost / Lead
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Inbound Marketing ROI
• Inbound marketing focused i h 61% l tcompanies have a 61% lower cost
per lead
• Active HubSpot customers get anaverage of 6 times more leads in 6 months
• www.HubSpot.com/ROIp
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Lead Generation on a Budget
1. Get found by more website visitors (bl & SEO & i l di )(blog & SEO & social media)
2. Convert visitors to leads (landing pages)pages)
3. Produce measurable ROI (leads & sales)sales)
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Lead Generation on a Budget
1. Get found by more website visitors (bl & SEO & i l di )(blog & SEO & social media)
2. Convert visitors to leads (landing pages)pages)
3. Produce measurable ROI (leads & sales)sales)
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What to Publish?
• BlogP d t• Podcast
• Videosdeos• Photos• Presentations• eBookseBooks• News Releases
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Blogging is SEO, and More
• Blogging helps with SEOgg g p
• Blogging helps with gg g pSocial News Sites
• Blogging helps with Social Networking Sites
• Blogging is Permission CentricCentric
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SEO
O P Off POn-Page Off-Page
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Search Engines
3,000 times per second
• Publish more content• Optimize your content• Optimize your content
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Content Drives Visitors
• Search engines like fresh contentfresh content
• People like fresh contentcontent
• More content means more tickets in SEOmore tickets in SEO lottery
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25% of SEO = On-Page
• Page Title
• Clean URL
• Headers & Content
• Description
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75% of SEO = Off-Page
• Recommendations from friends1 “I know HubSpot”1. I know HubSpot2. “HubSpot is a marketing expert”3 You trust the person saying this3. You trust the person saying this
• Links are online recommendations• Links are online recommendations1. A link: www.HubSpot.com2 Anchor text: Internet Marketing2. Anchor text: Internet Marketing3. Link is from a trusted website
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Promote Your Content
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Promote Flattering Content
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Lead Generation on a Budget
1. Get found by more website visitors (bl & SEO & i l di )(blog & SEO & social media)
2. Convert visitors to leads (landing pages)pages)
3. Produce measurable ROI (leads & sales)sales)
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Convert with Landing Pages
T M kTarget Market
Website VisitorsConversion is where we take what we have spent time and
Leads
money to get (visitors) and change it into something valuable to marketing (leads).
OpportunitiesA cost becomes a benefit.
Customers
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Landing Page Tips
• Limited navigation
• Clear and simple
• Form above foldForm above fold
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Landing Page Uses
• Call to action on website homepage
• Links in all email newsletters / emailsLinks in all email newsletters / emails
• Use for all pay-per-click ads
• Next step after tradeshows or events
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Lead Generation on a Budget
1. Get found by more website visitors (bl & SEO & i l di )(blog & SEO & social media)
2. Convert visitors to leads (landing pages)pages)
3. Produce measurable ROI (leads & sales)sales)
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Metrics: Traffic, Leads, Customers
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Traffic, Leads and CustomersVisitors from Blog
Visitors Leads CustomersSEO 5,289 754 12
Blog 834 72 3g
Facebook 511 28 1
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Next Step…
Free Trial of HubSpot:
www.HubSpot.com/Free-Trial
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What’s HubSpot?
Process ToolsGet Found• Publish• Promote
Get Found• Content Mgmt• Blogging
Get Found• Optimize • Social Media
• SEO• Analytics
C tConvert• Test
Convert• Offers / CTAs
Convert• Target• Nurture
• Landing Pages• Email• Lead Intelligence• Lead Mgmt• Analytics
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HubSpot Buzz
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HubSpot Awards
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Proven ROI of HubSpot
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads g p
www.HubSpot.com/ROI
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Thank You!www.HubSpot.com/free-trial
Mike VolpeH bSpot VP MarketingHubSpot VP MarketingTwitter: @mvolpe