1. Inbound Marketing: B2B Lead Generation Using Social Media, Blogs and SEO BMA Chicago – October 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

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

3. Marketing is Changing 1950 - 20002000 - 2050

4. Outbound Marketing

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

6. More Bad News…

7. The Good News…

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

9. Inbound Marketing BlogSEOSocial Media

10. Inbound Gives Leverage

11. Budget vs. Brains

12. Questions to ask yourself...

13. How am I expanding my online footprint?

14. Am I publishing share-worthy content?

15. How can I start and join relevant conversations?

16. Stop thinking like a marketer or advertiser.

17. Start thinking like a publisher and socializer.

18. Social Media B2B Lead Generation

19. Inbound Lead Generation Publish Promote Optimize Convert

20. Target Content to Your Personas

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

22. How Many Tickets Do You Have?

23. More Content = More Links 23

24. Publish Everywhere

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

26. 1,000’s of Tweets about report - Twitter drove 30% of traffic Link-Worthy & Share-Worthy

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

28. Make Sharing Easy

29. Content Makes You Interesting

30. Calls to Action – Blog Posts

31. Landing Pages

32. Track Your Conversion Rate

33. Case Studies & Examples

34. 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

35. 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

36. Case Study: Video Two videos with over 30,000 views One attracted 43 blog articles in 2 weeks

37. Video Measurement

38. 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

39. Case Study: SlideShare Over 100,000 views of 80+ HubSpot PPTs Perfect for B2B audiences Tips: Optimize for SlideShare Drive 100’s of views in short time Embed in blog, promote by email & social Get featured on homepage = 1,000’s

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

41. 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

42. Blog Article Performance

43. Analysis and Measurement

44. Traffic

45. Leads

46. Sales

47. …By Channel or Source VisitorsLeadsSales SEO Social Media

48. Summary Leads

49. 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

50. Thank You / Q&A HubSpot Free Trial: www.HubSpot.com/Free-Trial Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

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

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