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Inbound Marketing Essentials for
f Non-Profits
f
& Live HubSpot Software Demo
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Inbound Marketing Essentials for
Non-Profits & Live HubSpot
Software Demo
Brian Thorne & Ryann Price
Brian
Thorne & Ryann Price
Fall 2009
Agenda
• Welcome & Introduction
Welcome & Introduction
• What do you want to get out of the next hour?
• Traditional
Traditional Marketing vs. Inbound Marketing
Marketing vs Inbound Marketing
• Specific Inbound Marketing Advantages for Non‐
Profits • HubSpot Inbound Marketing System
• HubSpot Product Demonstration
• Q&A
HubSpot
•
•
•
•
•
Founded:
Fo
nded July
J l 2006 by
b Dharmesh Shah & Brian Halligan
Grew out of research at MIT
,
customers,, 100+ employees
p y
1,800+
Global Headquarters: Cambridge, MA
Inbound Marketing Experts
Traditional Marketing (Outbound)
Marketing Today (Inbound)
Relevant info is being sought daily…
Poll 1
Which type of marketing do
you use today?
• Traditional
• Paid Internet (banner ads)
• Internet
I t
t (organic
(
i rankings
ki
on search
h engines)
i
)
• Mix of traditional, paid internet and internet
• In-kind services or products only
Non-Profits & Inbound Marketing
• Increasing your overall reach to constituents when
they are already looking for the mission your
organization serves
Timing is Everything
Communicate with Your Constituents
Ab t What
About
Wh t Interests
I t
t THEM
Leverage Your Biggest Supporters
Non Profit Case Study
Boston Scholars: http://bostonscholars.org/
Poll 2
Where in your organization do you see Inbound
Marketing having the most impact?
• Events & Sponsorships
• Donors & Donations
• Program
P
G
Goals
l
• Volunteering
• Awareness
What Is Inbound Marketing?
So, What is
Process
HubSpot?
Website Visitors
Get Found
• Publish
• Promote
• Optimize
Leads
Convert
• Test
• Target
• Nurture
Tools
Get Found
G
tF
d
• Content Mgmt
• Blogging
• Social Media
S i l M di
• SEO
• Analytics
Convert
•
•
•
•
•
•
Constituents
Offers / CTAs
Landing Pages
g g
Email
Lead Intelligence
Lead Nurturing
Analytics
Does HubSpot Work?
Inbound Marketing focused
organizations have a
61% lower cost per lead
www.hubspot.com/roi
Proven Approach Delivers
Real Traffic, Leads & Customers
1
3
Analyze &
Analyze & Repeat
Get Found
2
Convert
Poll 3
• Which of the following areas of HubSpot’s
product and expertise are you most interested
in hearing about today? (Select up to 3)
•
•
•
•
•
Get Found: Create Content with CMS & Blogs
Get Found: Optimize Content with Graders & Tools
Convert: Landing
g Pages
g
Convert: Lead Intelligence & Lead Nurturing
Analyze & Repeat: Marketing Analytics
HubSpot
p Puts the Pieces Together
g
d.j.k. on flickr
Build Leverage
Ready to get more NOW?
HubSpot Small Business HubSpot Medium
HubSpot Large
$3000
$9500
$12,000
Review our online capabilities
matrix to determine which
offering is a best fit for you …
Start today to get
ahead of the
competition & let
your website work
y
for you!
Any questions …
Today’s Presenters
Brian Thorne
Thorne, bthorne@hubspot.com
bthorne@hubspot com
Ryann Price, rprice@hubspot.com
1 800 482 0382
1-800-482-0382
Poll 4
How would you like HubSpot to contact you?
• I would like Ryann to contact me because
I’m interested in setting up HubSpot
• I would like to try HubSpot on my own
own,
please set me up in a 7 day free trial
• I don’t see the value of Inbound Marketing,
g
please send me more information.