Rethinking Marketing: Inbound Marketing to Grow Your Business Mark Roberge HubSpot @markroberge MIT Sloan Alumni Club of Boston (#mitsacb) September 14 th , 2010
Rethinking Marketing: Inbound Marketing to Grow Your Business
Aug 20, 2015
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Rethinking Marketing Inbound Marketing to
Grow Your Business
Mark Roberge
HubSpot
markroberge
MIT Sloan Alumni Club of Boston (mitsacb)
September 14th 2010
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
2
3 markroberge
Outbound Marketing
4 markroberge
Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson
5 markroberge
Inbound Marketing
Blog SEO Social Media
Inbound Leads Cost 60 Less Than Outbound Leads
Source survey of hundreds of businesses HubSpotcomROI
7 markroberge
Why Inbound Is Cheaper
8markroberge
Reading List Suggestion
Inbound MarketingGet Found using Google
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBookcom
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
9
How Do You Get to the Top History of SEO
11 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
12markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
13
On-Page
(Context)
Off-Page
(Authority)
14 markroberge
On-Page SEO (Context)
bull Page Title
bull Clean URL
bull Headers
bull Description
Off-Page SEO (Authority)
bull Recommendations from friends1 ldquoI know Mark Robergerdquo
2 ldquoMark Roberge is a marketing expertrdquo
3 Seth Godin Mark Roberge is a marketing
expert
bull Links are online recommendations1 A link wwwHubSpotcom
2 Anchor text Internet Marketing
3 Link is from the Wall Street Journal
16 markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
2
3 markroberge
Outbound Marketing
4 markroberge
Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson
5 markroberge
Inbound Marketing
Blog SEO Social Media
Inbound Leads Cost 60 Less Than Outbound Leads
Source survey of hundreds of businesses HubSpotcomROI
7 markroberge
Why Inbound Is Cheaper
8markroberge
Reading List Suggestion
Inbound MarketingGet Found using Google
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBookcom
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
9
How Do You Get to the Top History of SEO
11 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
12markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
13
On-Page
(Context)
Off-Page
(Authority)
14 markroberge
On-Page SEO (Context)
bull Page Title
bull Clean URL
bull Headers
bull Description
Off-Page SEO (Authority)
bull Recommendations from friends1 ldquoI know Mark Robergerdquo
2 ldquoMark Roberge is a marketing expertrdquo
3 Seth Godin Mark Roberge is a marketing
expert
bull Links are online recommendations1 A link wwwHubSpotcom
2 Anchor text Internet Marketing
3 Link is from the Wall Street Journal
16 markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
3 markroberge
Outbound Marketing
4 markroberge
Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson
5 markroberge
Inbound Marketing
Blog SEO Social Media
Inbound Leads Cost 60 Less Than Outbound Leads
Source survey of hundreds of businesses HubSpotcomROI
7 markroberge
Why Inbound Is Cheaper
8markroberge
Reading List Suggestion
Inbound MarketingGet Found using Google
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBookcom
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
9
How Do You Get to the Top History of SEO
11 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
12markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
13
On-Page
(Context)
Off-Page
(Authority)
14 markroberge
On-Page SEO (Context)
bull Page Title
bull Clean URL
bull Headers
bull Description
Off-Page SEO (Authority)
bull Recommendations from friends1 ldquoI know Mark Robergerdquo
2 ldquoMark Roberge is a marketing expertrdquo
3 Seth Godin Mark Roberge is a marketing
expert
bull Links are online recommendations1 A link wwwHubSpotcom
2 Anchor text Internet Marketing
3 Link is from the Wall Street Journal
16 markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
4 markroberge
Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson
5 markroberge
Inbound Marketing
Blog SEO Social Media
Inbound Leads Cost 60 Less Than Outbound Leads
Source survey of hundreds of businesses HubSpotcomROI
7 markroberge
Why Inbound Is Cheaper
8markroberge
Reading List Suggestion
Inbound MarketingGet Found using Google
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBookcom
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
9
How Do You Get to the Top History of SEO
11 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
12markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
13
On-Page
(Context)
Off-Page
(Authority)
14 markroberge
On-Page SEO (Context)
bull Page Title
bull Clean URL
bull Headers
bull Description
Off-Page SEO (Authority)
bull Recommendations from friends1 ldquoI know Mark Robergerdquo
2 ldquoMark Roberge is a marketing expertrdquo
3 Seth Godin Mark Roberge is a marketing
expert
bull Links are online recommendations1 A link wwwHubSpotcom
2 Anchor text Internet Marketing
3 Link is from the Wall Street Journal
16 markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
5 markroberge
Inbound Marketing
Blog SEO Social Media
Inbound Leads Cost 60 Less Than Outbound Leads
Source survey of hundreds of businesses HubSpotcomROI
7 markroberge
Why Inbound Is Cheaper
8markroberge
Reading List Suggestion
Inbound MarketingGet Found using Google
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBookcom
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
9
How Do You Get to the Top History of SEO
11 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
12markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
13
On-Page
(Context)
Off-Page
(Authority)
14 markroberge
On-Page SEO (Context)
bull Page Title
bull Clean URL
bull Headers
bull Description
Off-Page SEO (Authority)
bull Recommendations from friends1 ldquoI know Mark Robergerdquo
2 ldquoMark Roberge is a marketing expertrdquo
3 Seth Godin Mark Roberge is a marketing
expert
bull Links are online recommendations1 A link wwwHubSpotcom
2 Anchor text Internet Marketing
3 Link is from the Wall Street Journal
16 markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Inbound Leads Cost 60 Less Than Outbound Leads
Source survey of hundreds of businesses HubSpotcomROI
7 markroberge
Why Inbound Is Cheaper
8markroberge
Reading List Suggestion
Inbound MarketingGet Found using Google
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBookcom
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
9
How Do You Get to the Top History of SEO
11 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
12markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
13
On-Page
(Context)
Off-Page
(Authority)
14 markroberge
On-Page SEO (Context)
bull Page Title
bull Clean URL
bull Headers
bull Description
Off-Page SEO (Authority)
bull Recommendations from friends1 ldquoI know Mark Robergerdquo
2 ldquoMark Roberge is a marketing expertrdquo
3 Seth Godin Mark Roberge is a marketing
expert
bull Links are online recommendations1 A link wwwHubSpotcom
2 Anchor text Internet Marketing
3 Link is from the Wall Street Journal
16 markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
7 markroberge
Why Inbound Is Cheaper
8markroberge
Reading List Suggestion
Inbound MarketingGet Found using Google
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBookcom
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
9
How Do You Get to the Top History of SEO
11 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
12markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
13
On-Page
(Context)
Off-Page
(Authority)
14 markroberge
On-Page SEO (Context)
bull Page Title
bull Clean URL
bull Headers
bull Description
Off-Page SEO (Authority)
bull Recommendations from friends1 ldquoI know Mark Robergerdquo
2 ldquoMark Roberge is a marketing expertrdquo
3 Seth Godin Mark Roberge is a marketing
expert
bull Links are online recommendations1 A link wwwHubSpotcom
2 Anchor text Internet Marketing
3 Link is from the Wall Street Journal
16 markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
8markroberge
Reading List Suggestion
Inbound MarketingGet Found using Google
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBookcom
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
9
How Do You Get to the Top History of SEO
11 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
12markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
13
On-Page
(Context)
Off-Page
(Authority)
14 markroberge
On-Page SEO (Context)
bull Page Title
bull Clean URL
bull Headers
bull Description
Off-Page SEO (Authority)
bull Recommendations from friends1 ldquoI know Mark Robergerdquo
2 ldquoMark Roberge is a marketing expertrdquo
3 Seth Godin Mark Roberge is a marketing
expert
bull Links are online recommendations1 A link wwwHubSpotcom
2 Anchor text Internet Marketing
3 Link is from the Wall Street Journal
16 markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
9
How Do You Get to the Top History of SEO
11 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
12markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
13
On-Page
(Context)
Off-Page
(Authority)
14 markroberge
On-Page SEO (Context)
bull Page Title
bull Clean URL
bull Headers
bull Description
Off-Page SEO (Authority)
bull Recommendations from friends1 ldquoI know Mark Robergerdquo
2 ldquoMark Roberge is a marketing expertrdquo
3 Seth Godin Mark Roberge is a marketing
expert
bull Links are online recommendations1 A link wwwHubSpotcom
2 Anchor text Internet Marketing
3 Link is from the Wall Street Journal
16 markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
How Do You Get to the Top History of SEO
11 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
12markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
13
On-Page
(Context)
Off-Page
(Authority)
14 markroberge
On-Page SEO (Context)
bull Page Title
bull Clean URL
bull Headers
bull Description
Off-Page SEO (Authority)
bull Recommendations from friends1 ldquoI know Mark Robergerdquo
2 ldquoMark Roberge is a marketing expertrdquo
3 Seth Godin Mark Roberge is a marketing
expert
bull Links are online recommendations1 A link wwwHubSpotcom
2 Anchor text Internet Marketing
3 Link is from the Wall Street Journal
16 markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
11 markroberge
Inbound Marketing ndash One Strategy not Three
Blog SEO Social Media
12markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
13
On-Page
(Context)
Off-Page
(Authority)
14 markroberge
On-Page SEO (Context)
bull Page Title
bull Clean URL
bull Headers
bull Description
Off-Page SEO (Authority)
bull Recommendations from friends1 ldquoI know Mark Robergerdquo
2 ldquoMark Roberge is a marketing expertrdquo
3 Seth Godin Mark Roberge is a marketing
expert
bull Links are online recommendations1 A link wwwHubSpotcom
2 Anchor text Internet Marketing
3 Link is from the Wall Street Journal
16 markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
12markroberge
SEO = Context and Authority
Ranking Algorithmf(n) Context + Authority
Two Sides of Optimization
13
On-Page
(Context)
Off-Page
(Authority)
14 markroberge
On-Page SEO (Context)
bull Page Title
bull Clean URL
bull Headers
bull Description
Off-Page SEO (Authority)
bull Recommendations from friends1 ldquoI know Mark Robergerdquo
2 ldquoMark Roberge is a marketing expertrdquo
3 Seth Godin Mark Roberge is a marketing
expert
bull Links are online recommendations1 A link wwwHubSpotcom
2 Anchor text Internet Marketing
3 Link is from the Wall Street Journal
16 markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Two Sides of Optimization
13
On-Page
(Context)
Off-Page
(Authority)
14 markroberge
On-Page SEO (Context)
bull Page Title
bull Clean URL
bull Headers
bull Description
Off-Page SEO (Authority)
bull Recommendations from friends1 ldquoI know Mark Robergerdquo
2 ldquoMark Roberge is a marketing expertrdquo
3 Seth Godin Mark Roberge is a marketing
expert
bull Links are online recommendations1 A link wwwHubSpotcom
2 Anchor text Internet Marketing
3 Link is from the Wall Street Journal
16 markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
14 markroberge
On-Page SEO (Context)
bull Page Title
bull Clean URL
bull Headers
bull Description
Off-Page SEO (Authority)
bull Recommendations from friends1 ldquoI know Mark Robergerdquo
2 ldquoMark Roberge is a marketing expertrdquo
3 Seth Godin Mark Roberge is a marketing
expert
bull Links are online recommendations1 A link wwwHubSpotcom
2 Anchor text Internet Marketing
3 Link is from the Wall Street Journal
16 markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Off-Page SEO (Authority)
bull Recommendations from friends1 ldquoI know Mark Robergerdquo
2 ldquoMark Roberge is a marketing expertrdquo
3 Seth Godin Mark Roberge is a marketing
expert
bull Links are online recommendations1 A link wwwHubSpotcom
2 Anchor text Internet Marketing
3 Link is from the Wall Street Journal
16 markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
16 markroberge
The Long Tail
The New Marketplace
Keywords
Po
pu
lari
ty
Long Tail
Head
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
17 markroberge
SEO Tips from Website Grader
Lessons from 2084563 websites
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Where is Search Going
BEYOND SEARCH ENGINES
PERSONALIZATION REAL-TIME
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
19
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Create Great Content by Blogging
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Blogging Attracts More Links
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Blogging Attracts More Visitors
Source Data from over 1500 small businesses - httphubtmBlogROI
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Blogging Versus Blogging with a Purpose
bull Use keyword tool to drive blog topic selection
bull Configure blog with On-Page SEO in mind
bull Include target long tail keywords in blog article titles
bull Think of blog articles as link bait
bull Think of blog articles as an army of sales people
working for you forever
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Who Has Time for Blogging
Domain
Knowledge
Blog
Success
Writing Skills Time
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
25 markroberge
Get Into the Content Mindset
bull Make emails into blog posts
bull Turn forum posts into blog
posts
bull Shoot videos at events
bull Interview customers for your
blog
bull Repurpose company data for
public reports
bull Share lessons you learn
Flick Photo Cindiann
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
26 markroberge
How Often Should You Blog
26
Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21 30 36 54 54 58
Avg Views
Article 1137 1304 1305 864 1522 1447
Avg Links
Article 11 11 7 4 8 4
Avg
Comments
Article 12 15 15 11 18 13
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Most Business Blogs Post Weekly
Source survey of hundreds of businesses HubSpotcomROI
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
More Blogging Increases Results
Source survey of hundreds of businesses HubSpotcomROI
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
29
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
30markroberge
Focus Participation on Digital Influencers
30
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Distribute Your Content
31
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
32 markroberge
How to Participate
32
WHAT NOT TO DO
bull Give your company
elevator pitch
bull Talk about your
product features
bull Bash your
competition
WHAT TO DO
bull Educate answer their
question
bull Promote other good
content
bull Get your subject matter
experts involved
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Blogging Drives Social Success
Source Data from over 2000 businesses - httpbitlya6SrWh
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
34
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Blogs and Social Media are for Leads and Sales
Source survey of hundreds of businesses HubSpotcomROI
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
36 markroberge
Never let website visitors
guess what to do next
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
How Does HubSpot Convert Visitors
37
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Offer ndash WIIFM
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Offer ndash WIIFM
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Offer ndash WIIFM
bull Whitepapers eBooks
bull Research Studies
bull Free Tools
bull Trials amp Samples
bull NOT ldquoContact Usrdquo
bull Value must be greater than the costhellip
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Landing Pages
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
42markroberge
Limited Navigation
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Keep It Short
32
Conversion53
Conversion
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Donrsquot Put Form Below the Fold
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Agenda
I Intro to Inbound Marketing
II SEO in 2010
III Blogging for Lead Generation
IVSocial Media for Lead Generation
V Converting Visitors to Leads
VIMeasuring Inbound Marketing
Success
45
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
46
Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media
Visitors
Social Media
Customers
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
47
Invest More in Channels that Work
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Measure Total Reach Not Size of Email Database
48
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
49 markroberge49
Final Thoughts hellip
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
50markroberge
Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads Analytics Expertise
What is HubSpot
HubSpot
Marketo
Word
Press
Ektron
Lead
LanderDrupal
Web
CEOEloqua
Buzz
MetricsBlogger VTrenz
Core
MetricsMktg
Sherpa
Web
Position
Manti-
core
Radian6Mktg
Profs
On-
Dialog
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
What is HubSpot
bull Founded in 2006 from research at MIT
bull Over 3100 customers
bull 180+ employees
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Additional Resources
Grade your website at
wwwWebsiteGradercom
Read the Inbound Marketing Book
wwwInboundBookcom
Take the free Inbound Marketing training
wwwInboundMarketingcom
Start your free trial of HubSpot software
wwwHubSpotcomfree-trial
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
Thank Youmitsacb
Mark Roberge
HubSpot
markroberge
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
More on HubSpot Product
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
55markroberge
Tools to Get Found SEO
bull Keyword Grader
bull Link Grader
bull Page Grader
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
56markroberge
Tools to Get Found Blog amp Social Media
bull Business Blog
Software
bull Blog Analytics
bull Social Media
Monitoring
bull Social Media
Publishing
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
57markroberge
Tools to Convert Leads
bull Landing Pages
bull Lead Intelligence
bull Lead Alerts
bull Visitor Profiling
bull Lead Nurturing
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
58markroberge
Tools to Analyze Competitor Tracking
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
59markroberge
Tools to Analyze Marketing Campaigns
bull Assess the effectiveness of your marketing on a
campaign-by-campaign level
bull Optimize resource allocation to maximize sales
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