The New Secrets To Success - HubSpot
Small Business MarketingThe New Secrets to SuccessMike Volpe, CMO @ HubSpot@mvolpewww.LinkedIn.com/in/mikevolpe
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Matthew TrifiroSVP Marketing, Desk.com@MatthewTrifiro
Mike VolpeHubSpot CMO@mvolpe
All about HubSpotHubSpot all-in-one marketing software helps 8,000companies in 46 countries attract more leads and convertthem into customers with marketing people love. 400 employees with 30 in marketing Investment from Sequoia, Google, Salesforce.com Growing 80% annually Hiring 50-75 people per quarter Customers in 46 countries, all industries ranging from one employeesmall businesses to 10,000 employee enterprises
Is this Marketing?
Buyers are Sick of Marketing Interruptions86%skip TV ads44%of direct mail isnever opened91%unsubscribe200mSay DO NOT CALL
Marketing has a Lovability Problemcar ss LovableMore Lovable
How to Fix Marketing’s Lovability Problemcreatemarketingpeople love
People Love Inbound MarketingLess: Cold Calling & Spamming What You WantMore: Attraction & Permission What the Customer Wants
Inbound Marketing Content Context
Inbound Marketing Content ContextContent
Do your Rent or Own your Marketing?70%vsof ourblog leads arefromOLD articles
Build Marketing Assets Blog Free Tools Podcast / Videos Photos / Images Presentations
Mindset of a Media Company, not Sales or Marketing
Blogging EssentialsMake your blog the bestpublication for potentialcustomers of yourindustry.
Stats Show Blogging Works55%Increasein WebTraffic79%Increase inTwitterFollowers57%GenerateRevenue fromBlogging
Video EssentialsMake your videos thebest “TV station” forpotential customers ofyour industry.
Offers EssentialsMake your ebooks &webinars the best offersfor potential customersof your industry.
Search Engine Optimization EssentialsSearch is the most important way SMBs get foundOptimize your content for humans and for Googlevs
Decision Tree: “Why am I not #1 in Google?”Is your web page the best page on the internet about thisparticular topic?NOYESStop complaining and improve your content.Is the content on the page keyword optimized?NOYESOptimize page title and content with keywords.Build more authority (link and social) to the page.
Search Engine Optimization EssentialsWeb PageOptimization:1Page Title2 Keywords in page title Use keywords in headlines andother page content Optimize description forincreased click through3Headings& ContentDescription
Search Engine Optimization Essentials7 Links Top 15%of all web pagesSource: SEOMoz.orgIncrease Authority: More links to your website More links to that particular web page Larger social following of company More social sharing of that webpage
Social Media EssentialsMake your social mediaaccounts the most interestingand valuable accounts forpotential customers of yourindustry.
Social Media EssentialsBuild ReachDrive EngagementEnable Conversions Email list Retweets andmentions on Twitter Post leadgenerating offers Likes, shares andcomments onFacebook andLinkedIn (EdgeRank) Encourage reviewsand testimonials Website Partnerships Cross-promotion
Inbound Marketing Content Context
Inbound Marketing Content ContextContext
What is Context?
What is Context?
Context for the 99%vsYOU
Context for the 99%Complete 360 Viewof ContactsSegmented &Personalized EmailDynamic PersonalizedWebsite Calls to Action
Mo’ (Marketing) Systems, Mo’ (Marketing) ProblemsvsContent Context
Complete 360 View of Contacts
Segmented & Personalized EmailSegment by Lifecycle StagePersonalize by Name,Company, from Sales Rep,Industry, Geography
Dynamic Personalized Calls to ActionUse Different CTAs on yourWebsite and Blog accordingto Lifecycle Stage
Examplesinboundmarketingexamplesfrom SMBs
Example: Sinclair Heating, Cooling and PlumbingSinclairHVAC / Plumbing IndustryUnder 200 Employees
Example: Sinclair Heating, Cooling and PlumbingResults: Website traffic up by 400% 1,000 Twitter followers and 400 Facebook Likes; Growing at 30% Blog article on “Tankless vs Tank Water Heater” has 2,000 viewsAdvice: Go Out on a Limb“I went out on a limb when I first started; the rest of the company had an oldschool mentality. This has been a grand slam. This works, it’s a no brainer.And I can prove it. I love it.”
Example: IDR SolutionsIDR SolutionsSoftware IndustryUnder 10 Employees
Example: IDR SolutionsSearch optimized website for keywordsSoftware IndustryUnder 10 EmployeesLaunched a blog; 70 articles to date (20 / month)Results: Website traffic up by 125% Leads generated from organic search up 120%Advice: Use Analytics to Determine Content“By looking at our reports, we waste much less time on blog posts or newcontent topics which have historically not attracted many potential customers.”
Example: CogentysCogentyseLearningUnder 50 Employees
Example: CogentysResults: Inbound web traffic up by 300%, cut all Google PPC Ads Lead generation increased 716% Reduced sales cycle from email nurturingAdvice:We were doing the right things – blogging, SEO, social media – we just werenot doing them well. By refocusing our efforts and bringing everythingtogether we got great inbound marketing results.
We have a lot to think about
Remember:Inbound MarketingContent:Context: Blog Social Media SEO Offers 360 view of contacts Segment emails Personalize website
Related Content for Further ReadingGet these slides:http://www.HubSpot.com/DF12Inbound Marketing e UTF8&camp 213733&creative 393185&creativeASIN 0470499311&linkCode shr&tag mikvol-20Free Download of Inbound Marketing bound Marketing Blog:http://blog.hubspot.com
Mike VolpeCMO @ HubSpot@mvolpe
Blogging Essentials Make your blog the best publication for potential customers of your industry. Stats Show Blogging Works Increase in Web Traffic 55% 79% Increase in Twitter Followers Generate Revenue from Blogging 57% . Video Essentials Make your videos the best "TV station" for
May 02, 2018 · D. Program Evaluation ͟The organization has provided a description of the framework for how each program will be evaluated. The framework should include all the elements below: ͟The evaluation methods are cost-effective for the organization ͟Quantitative and qualitative data is being collected (at Basics tier, data collection must have begun)
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̶The leading indicator of employee engagement is based on the quality of the relationship between employee and supervisor Empower your managers! ̶Help them understand the impact on the organization ̶Share important changes, plan options, tasks, and deadlines ̶Provide key messages and talking points ̶Prepare them to answer employee questions
Dr. Sunita Bharatwal** Dr. Pawan Garga*** Abstract Customer satisfaction is derived from thè functionalities and values, a product or Service can provide. The current study aims to segregate thè dimensions of ordine Service quality and gather insights on its impact on web shopping. The trends of purchases have
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Le genou de Lucy. Odile Jacob. 1999. Coppens Y. Pré-textes. L’homme préhistorique en morceaux. Eds Odile Jacob. 2011. Costentin J., Delaveau P. Café, thé, chocolat, les bons effets sur le cerveau et pour le corps. Editions Odile Jacob. 2010. Crawford M., Marsh D. The driving force : food in human evolution and the future.
