Inbound Marketing
Adam Enbar, HubSpot
@aenbar
Agenda
1
2
3
4
The Sales and Marketing Playbook
Get Found
Convert
Analyze
The Sales & Marketing Playbook
3
The Sales & Marketing Playbook
IS BROKEN.
CALLER ID
4
Humans Are Changing
Humans Are Changing
Old School Sales Methodology
Attention
Interest
Desire
Action
7
Buying Cycle
Information
Required
Traditional
Information
Source
New
Information
Source
Research
Research Reports
Buyer Guides
Comparison Charts
Kelly Blue Book
Word-of-Mouth
Dealership
Blogs
Search Engines
Social Media
Consider
Feature Lists
Testimonials
Datasheets
Dealership
Manufacturer Websites
Dealer Websites
Aggregation Sites
Try
Product Tour
Test-Drive
Competitive
Research
Dealership
Manufacturer Websites
Dealer Websites
Youtube
Dealership
Buy
Pricing
Financing / Terms
Add’l Features
Dealership
CarFax
Dealership
Buying Cycle
Information
Required
Traditional
Information
Source
New
Information
Source
Research
Research Reports
Buyer Guides
Comparison Charts
Kelly Blue Book
Word-of-Mouth
Dealership
Blogs
Search Engines
Social Media
Consider
Feature Lists
Testimonials
Datasheets
Dealership
Manufacturer Websites
Dealer Websites
Aggregation Sites
Try
Product Tour
Test-Drive
Competitive
Research
Dealership
Manufacturer Websites
Dealer Websites
Youtube
Dealership
Buy
Pricing
Financing / Terms
Add’l Features
Dealership
CarFax
Dealership
SEO
Blogging
Consultations
Thought Leadership
Social Media
Viral Videos
VS.
Email
Telemarketing
Direct Mail
Email Blasts
Door-to-Door
12
VS.
13
1
Get
Found
15
16
17
19
• Changes are automated and impartial.“
• "Having a correct, comprehensive, and
up-to-date listing is the most effective
way to ensure the best possible
ranking."
• “Google Maps ranks business listings
based on their relevance to the search
terms entered, along with geographic
distance (where indicated) and other
factors. Sometimes our search
technology decides that a business
that's farther away from your location is
more likely to have what you're looking
for than a business that's closer."
20
Consistency
Completion
Citations
21
9%
91%
23
24
25
How do you get on the list of search results?
26
4 Rules For Title Tags
1.Target a Persona
2.Keep it short (<71 characters)
3.Make each Page Title unique.
4.Remember the buying cycle!
27
LINKS
ARE THE
CURRENCY
OF THE
INTERNET
28
29
30
31
Why is Blogging so Powerful?
• Each article is a new
page on your site
• Every page is the
opportunity to rank for
a new keyword phrase
• Blog articles generate
700% more traffic than
static web pages
32
33
34
5 Tips For Blog Content
1.Be a Resource to Your Target Audience
2.Answer FAQs, check your email!
3.Engage with Your Local Community- build
case studies, discuss local news, etc…
4.Provide How-to Based Content
5.Post Articles Consistently
How does Social Media fit in?
Social Media - Engagement
38
Social Media - Engagement
39
Social Media - Engagement
40
Social Media – Thought Leadership
41
Social Media - Distribution
•If your content is
remarkable it WILL
spread!
•The people
reading and
sharing your
content are your
target customers.
42
Average Content Gets Shared
13
14
12
10
8
6
4
2
0
1
2
3
4
5
6
7
8
9
10
11
12
13
43
AWESOME Content Gets Shared MORE
9000
8,191
8000
7000
6000
5000
4000
3000
2000
1000
0
1
2
3
4
5
6
7
8
9
10
11
12
13
44
VS. 8,191
13
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
1
2
3
4
5
6
7
8
9
10
11
12
13
45
Website Grader
©2011 Social Media Examiner • Do NOT distribute • Page 47
Social Media – Search Rankings!
51
Co n t e n t i s
K I NG
52
2
Convert
Convert to leads
54
Examples of Calls to Action
Contact: info@companyxyz.com
55
Leads!
56
Test!
13.6% Conversion Rate
6.4% Conversion Rate
58
4 Rules For CTA’s
1. Don’t neglect the other 96%!!
2. 2 CTA’s per page
3. Keep it above the fold
4. Test!
60
61
62
Form Fields
Conversion Rate
3 Rules For Landing Pages
1. Limit your form fields
2. Personalize the button
3. Test, Test, Test!
Original sign-up rate - 8.26%.
Winning page sign-up rate - 11.6%.
Total improvement - 40.6%
Net Increase in Donations -$60,000,000
www.hubspot.com/free-trial-for-hbs-students
Adam Enbar
blog.hubspot.com
@aenbar