Marketing Transformation & The Future of Marketing

Ellie MirmanInbo nd Marketing Manager @H bSpotInbound Marketing Manager @HubSpotTwitter: @ellieeille

The Story of HubSpotThe Story of HubSpot

VC portfolio iIntegrated toolset companies

doing the sameOnstartups.com

Integrated toolset for marketers

2

Marketing is Changing

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Harder

800-555-1234AnnoyingSalespersonp

More Bad News…

The Good News…

Inbound Marketing

Blog SEO Social Mediag

Inbound Is Cheaper

Why It’s Cheaper

Budget vs. Brains

FlickrFlickr: Refracted Moments: Refracted Moments FlickrFlickr: : GaetoanGaetoan LeeLee

Inbound Gives Leverage

How does this work?How does this work?

Case Study: Reynolds Golf Academy

••

The Results

BlogSubscribers

Site Visitors& L d& Leads

Enterprise Feedback Software

• SEO

• Blog

• Social Media

16

The Results

400+% increase in qualified trafficq

“We find Twitter has been a great driver gof traffic to the blog, and also another great driver of awareness for us.”

1,000+% increase in blog subscribers

17

blog subscribers

You Oughta Know Inbound Marketing

• Video• 40 000 views first week40,000 views first week• 10,000 views first day

• Social Media• Social Media• #1 source = StumbleUpon• #2 source = Twitter• #2 source = Twitter• #3 source = FacebookSEO• SEO• Page 1 for “inbound marketing”

50 i b d li k bl i l• 50+ inbound links to blog article

BlendTec - Will It Blend?

Videos + Social Media55 000 i b d li k• 55,000 inbound links

• 83,000 YouTube subscribers

• 500+ Facebook groupsg p• 5 Digg front page

storiesstories• 3x Sales Increase

Questions to ask yourselfQuestions to ask yourself...

How can I turn my websiteHow can I turn my website into a magnet?into a magnet?

Am I publishingAm I publishingremark‐able content?

How can I start and joinHow can I start and join relevant conversations?relevant conversations?

Stop thinking like amarketer or advertiser.

Start thinking like abli h d i lipublisher and socializer.

Ideas to Get StartedIdeas to Get Started

Flickr:travelingtribe

Publish Everything

• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases

Get Into the Content Mindset

• Make emails into blog posts• Turn forum posts into blog

postsSh t id t t• Shoot videos at events

• Interview customers for your blogb og

• Repurpose company data for public reports

• Share lessons you learn

Flick Photo: Cindiann

Publish Everywhere

Blog

FlickrFlickr: Annie Mole: Annie Mole

Create Great Content by Blogging

Blogging Attracts More Links

Blogging Attracts More Visitors

Blogging Brings Social Media Success

Tips You Might Not Know

• Start before you have a product• Start before you have a website• Start before you have anythingStart before you have anything

• All you need: a rough market and some ideas

A bl l h• A blog can launch a company

Biggest Blogging Mistake

Don’t use a “free” URL from a blog service

• HubSpot.blogspot.com – NO!• HubSpot typepad com – NO!• HubSpot.typepad.com – NO!• HubSpot.wordpress.com – NO!

• Blog.HubSpot.com – Yes• HubSpot com/Blog Yes• HubSpot.com/Blog – Yes• SmallBusinessHub.com – Yes

Blog as Lead Nurturing

• No spam filters on RSS• RSS follows to new jobs, email doesn’t• People can commentPeople can comment• Build a relationship with your company• Easily shared content• Side benefitsSide benefits

• Social media performanceSEO f• SEO performance

Target Content to Your Personas

Link-Worthy & Share-Worthy

1,000’s of Tweets about report - Twitter drove 30% of traffic1,000 s of Tweets about report Twitter drove 30% of traffic

What Gets Shared?

Rarely Sh d

FrequentlySh dShared Shared

P d t i f N k t d t• Product info• Free trials• Software documentation

• New market data• Educational content• Top-notch blog postsp g p

Make Sharing Easy

Customer Service is Marketing Too

• Anyone can produce content about your company – customers prospects partnerscompany customers, prospects, partners, competitors, employees – and it’s publicly accessible

• How are you monitoring & engaging in these conversations?

42

Twitter for Customer Service

http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm

Social Media is Personal

Are you going to letAre you going to let Comcast

provide morepersonal

i th d ?service than you do?

What about Mass DOT?

1-1 Personal Service & Advice

Home Depot on Facebook

Personal Profile vs. Business Page

• Set up a Personal Profile first and then create a Business Page that you will administerg y

• Personal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)g ( y p )

Create an Engaging Presence

• Events• Videos• DiscussionsDiscussions• Photos

Blog Articles• Blog Articles

Go Viral – Leverage News Feed

• News Feed shows updates on your and your friends’ activityp y y y• First thing you see when you log in• Your updates show on your profile “Wall”• Allow users to engage with you – each activity is shared with

their network

Draw on Your Network

Measure Your Total Reach

52

Monitor Conversations

RSS Simplifies Reading & Monitoring

Your Industry Blogs

PR Today…

• …is about relationships• …is about creating content• moves a lot faster…moves a lot faster• …is about communicating directly

ith t & diwith prospects & media

55

PR is About Relationships

Old Rules• Offline

New Rules• Online & OfflineOffline

• A few print media• Media as gatekeeper

Online & Offline• Lots of multi-media• Media is one of many

• PR firm manages• Exclusive list

• Expect direct access• Inclusive list

• 3-6 month editorial cal. • 30-60 minute lead time

PR is now about the “public” not the media, and about friendship and sharing information not pitchingfriendship and sharing information, not pitching.

PR in a Social Media World is FASTNeed to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet

I spoke about our use of social media for biz on 2 panels -

408 555-1234?

http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9

I will call you right now

Elapsed Time:50 Minutes50 Minutes

Measurement is Easy Online

FlickrFlickr: : akisraakisra

Avoid Paralysis by Analysis

• Don’t measure everything.• Simple is better than complicated.• Focus on 3-5 metricsFocus on 3 5 metrics.

Traffic

Leads

Sales

…By Channel or SourceVisitors Leads Sales

SEO

SocialMediaMedia

Internet Marketing Scorecard

Resources

• Slides: http://SlideShare.net/HubSpot

• Free Report: http://WebsiteGrader.com

• More Tips: http://Blog HubSpot comMore Tips: http://Blog.HubSpot.com

S ft htt //H bS t /F T i l• Software: http://HubSpot.com/Free-Trial

65

Thank You!Slides available at SlideShare.net/HubSpot

Ellie MirmanInbo nd Marketing Manager @H bSpotInbound Marketing Manager @HubSpotTwitter: @ellieeille