Inbound Marketing for Lead Generation Ilya Mirman Twitter: @IlyaMirman Mike Volpe Twitter: @mvolpe.

Inbound Marketingfor Lead Generation

Ilya MirmanTwitter: @IlyaMirman

Mike Volpe

Twitter: @mvolpe

Twitter: @ilyamirman & @mvolpe

Slides: www.MikeVolpe.com/WOMMA

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Marketing is Changing

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Harder

800-555-1234AnnoyingSalesperson

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

Flickr: Refracted Moments Flickr: Gaetoan Lee

“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 asmany visitors into

leads and sales as I can?

Stop thinking like amarketer or advertiser.

Start thinking like apublisher 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 - http://hub.tm/BlogROI

Blogging Attracts More Visitors

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

© 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 - http://bit.ly/a6SrWh

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

Optimize

Promote

Create

Convert

Suggested Next Steps

• Read the “Inbound Marketing” Book

• Grade your website: www.WebsiteGrader.com

• Additional Free Resources: www.HubSpot.com/marketing-hubs

© 2008 CILK ARTS, Inc. 36© 2008 CILK ARTS, Inc. 36

Q&A

Ilya MirmanTwitter: @IlyaMirman

Mike VolpeTwitter: @mvolpe

These Slides: www.MikeVolpe.com/WOMMA