Inbound Marketing:
B2B Lead Generation Using Social
Media, Blogs and SEO
BMA Chicago – October 2009
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
What’s HubSpot?
• Marketing software for SMBs
• Over 1,800 customers in 3 years
• 100+ employees, lots of MIT grads
Marketing is Changing
1950 - 2000
2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson
More Bad News…
The Good News…
The Great News…
www.HubSpot.com/ROI
Inbound Marketing
Blog
SEO
Social Media
Inbound Gives Leverage
Budget vs. Brains
Flickr: Refracted Moments
Flickr: Gaetoan Lee
Questions to ask yourself...
How am I expanding my
online footprint?
Am I publishing
share-worthy content?
How can I start and join
relevant conversations?
Stop thinking like a
marketer or advertiser.
Start thinking like a
publisher and socializer.
Social Media B2B Lead Generation
Inbound Lead Generation
Publish
Promote
Optimize
Convert
Target Content to Your Personas
Publish Everything
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Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases
How Many Tickets Do You Have?
More Content = More Links
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Publish Everywhere
Re-Publish What You Have
• SolidWorks: 100+ Videos on Website
• Published on YouTube, No Promotion
• 10,000+ Views / Month
Link-Worthy & Share-Worthy
1,000’s of Tweets about report - Twitter drove 30% of traffic
What Gets Shared?
Rarely
Shared
• Product info
• Free trials
• Software documentation
Frequently
Shared
• New market data
• Educational content
• Top-notch blog posts
Make Sharing Easy
Content Makes You Interesting
Calls to Action – Blog Posts
Landing Pages
Track Your Conversion Rate
Case Studies & Examples
Flickr: Gaetoan Lee
Case Study: Website Grader
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Free interactive tool
1.5 million URLs
40,000 inbound links
5,000 websites w/ badge & link
4,500 Del.icio.us bookmarks
Great PR coverage (TechCrunch, RWW)
50,000+ visitors from StumbleUpon
100,000+ opt-in emails & leads
Case Study: HubSpot TV
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Weekly video podcast
80-100 live viewers
1-2K views / episode
Top 5 marketing podcast in iTunes
70,000 views in first year
Guests: MC Hammer, Biz Stone, David
Meerman Scott, Chris Brogan
Case Study: Video
Two videos with over 30,000 views
One attracted 43 blog articles in 2 weeks
Video Measurement
B2B Music Video
• Video
• 40,000 views first week
• 10,000 views first day
• Social Media
• #1 source = StumbleUpon
• #2 source = Twitter
• #3 source = Facebook
• SEO
• Page 1 for “inbound marketing”
• 50+ inbound links to blog article
Case Study: SlideShare
• Over 100,000 views of
80+ HubSpot PPTs
• Perfect for B2B audiences
Tips:
• Optimize for SlideShare
• Drive 100’s of views in short time
• Embed in blog, promote by email & social
• Get featured on homepage = 1,000’s
Case Study: HubSpot Blog
• Top 3 source of leads
• ~10% visit company website
• ~10-20% lead conversion rate
Blogging is Key for SEO and Social
25-30% of visitors from SEO
• Google is 90% of our SEO traffic
20-25% of visitors from social media
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Stumbleupon
Twitter
Facebook
Reddit
Delicious
Digg
LinkedIn
Friendfeed
Blog Article Performance
Analysis and Measurement
Flickr: akisra
Traffic
Leads
Sales
…By Channel or Source
Visitors
SEO
Social
Media
Leads
Sales
Summary
Content
SEO
Leads
Social
Additional Resources
• Facebook Marketing eBook
• http://www.hubspot.com/facebook-for-business-marketing-hub/
• Twitter Marketing eBook
• http://www.hubspot.com/twitter-marketing-hub/
• Social Media Marketing Kit
• http://www.hubspot.com/social-media-marketing-kit
• Blog: http://Blog.HubSpot.com
Thank You / Q&A
HubSpot Free Trial:
www.HubSpot.com/Free-Trial
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
http://www.youtube.com/watch?v=Q3yCB7AvvAk
http://www.youtube.com/watch?v=4-lGe5MnBlY