Inbound Marketing for Lead Generation Ilya Mirman Mike Volpe

Slides: Share whatever, wherever!

Marketing is Changing

Outbound Marketing

Outbound Marketing is Harder Annoying Salesperson

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

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

Budget vs. Brains

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

Questions to ask yourself...

Am I regularly creating new share-worthy content?

Am I promoting my content in social media conversations?

Am I optimizing my content for search and social media?

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

Stop thinking like a marketer or advertiser.

Start thinking like a publisher and socializer.

© 2008 CILK ARTS, Inc.17 Cilk Arts, Inc* Mission: To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors. Our Goal: Own a multicore programming standard  Cilk++ Runtime on every processor  Cilk++ used by all C/C++ multi-coders 17 [*July 2009: Cilk Arts acquired by Intel]

© 2008 CILK ARTS, Inc.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 18

© 2008 CILK ARTS, Inc.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

© 2008 CILK ARTS, Inc.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

© 2008 CILK ARTS, Inc.21 Don’t know ahead of time which topics will strike a chord Engaged entire team Links drove search engine rank Blog Metrics

Blogging Attracts More Links Source: Data from over 1,500 small businesses -

Blogging Attracts More Visitors Source: Data from over 1,500 small businesses -

© 2008 CILK ARTS, Inc.24 Social Media ∙Engaged bloggers in industry and academia ∙Drove coverage, links, conference invites

Blogging Drives Social Success Source: Data from over 2,000 businesses -

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

© 2008 CILK ARTS, Inc.27 Thought Leadership & Awareness Blog Subscribers Inbound Links ∙Grew a loyal following: > 6,200 inbound links > 600 Blog subscribers

© 2008 CILK ARTS, Inc.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

© 2008 CILK ARTS, Inc.29 Lead Capture ∙Translating content & traffic to Leads using Landing Pages

© 2008 CILK ARTS, Inc.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 Marketing Sales

© 2008 CILK ARTS, Inc.31 Lead Intelligence

© 2008 CILK ARTS, Inc.32 published eBook; Pilot campaign to quant finance community Posted Cilk++ docs; Pilot campaign to IEEE community Visitors & Sources ∙Healthy mix of traffic from organic search and key social media sites

© 2008 CILK ARTS, Inc.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)

Inbound Marketing Summary Optimiz e Promot e Create Convert

Suggested Next Steps Read the “Inbound Marketing” Book Grade your website: Additional Free Resources:

© 2008 CILK ARTS, Inc.36 Q&A Ilya Mirman Mike Volpe These Slides: