Creating Content for the Middle of the Funnel

I’m Jeanne Hopkins. Nice to meet you.

@jeannehopkins VP, Marketing @HubSpot

The Inbound Marketing Philosophy

Telling HubSpot’s Marketing Story

White Bread vs. Wheat Bread Leads

1

3 Measuring Your Marketing

2

4 5

Agenda

Questions

Inbound Marketing Philosophy

For decades, marketing focused on pushing messages out.

7

86% skip TV ads

91% unsubscribe

200m Say DO NOT CALL

44% of direct mail is never opened

Be more inbound to draw people in at all stages of the sales and marketing process.

“Here’s some exceptional content, useful data &/or awesome service. Enjoy.”

Renting an Audience…

...vs Building Assets

How Inbound Marketing WORKS.

1 Get Found

of B2B executives use search engines to find goods & services for their business.

73%

2 Convert

3 Analyze

1 Get Found

2 Convert

3 Analyze

( INBOUND )

MARKETING

HubSpot Marketing Story

Get Found

of B2B executives use search engines to find goods & services for their business.

73%

18

Circa 2007

10 Beta Customers

2 Leads Per Day

5 Employees

$x Small seed investment

by Founder

Customers

2006 2007 2008 2009 2010 2011

48317

1150

3855

5961

3

Convert

Leads

22

White Bread Leads

24

Wheat Bread Leads

Analyze

Wheat Bread Lead Value

VSB

$22.18

$21.72

$3.97

$3.50

$0.42

Marketer

$138.86

$80.92

$56.09

$31.27

$6.44

Enterprise

$166.06

$111.16

$67.25

$21.96

$2.74

Experiments

$29.44

$39.99

$5.71

$3.08

$0.44

VAR

$22.33

$27.21

$9.75

$6.50

$0.61

Demo

Contact Sales

IMA

Free Trial

White Bread

Wheat Bread Leads

Wheat Bread Leads

Wheat Bread Leads

Assessment Offer

Free Trial Offer

Assessment Offer

Assessment Offer

Demo Offer

10+ Behavior-Based Lead Nurturing Series

Lead Nurturing Emails

Convert •  5-7% overall conversion rate •  1,200 landing pages with 45%

conversion rate •  Hundreds of social media

messages / month •  50-90 segmented and targeted

emails / month •  10+ behavior-based lead nurturing

series •  Intelligence about lead behavior

drives alerts for sales team •  10,000 MQLs given to sales each

month

3 Analyze

Data is your friend.

1,200 Landing Pages

45% conversion rate

50-90 Targeted eMails/Month

VISITS

PROSPECTS

LEADS

OPPS

CUST

WO. LEADS

Measure each stage of your sales & marketing process.

Visitors Leads Sales SEO

Social Media

Drill into each source to diagnose.

Set targets for each key metric.

0%

20%

40%

60%

80%

100%

21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0

% P

rogr

ess

to G

oal

Business Days Left in Month

Actual Goal

Measure progress DAILY.

What does Your Wheat Bread Look Like?

How Much are Those Leads Worth?

Develop Calls-to-Action

1

3 Use All Available Real Estate

2

4 5

Summary

Measure and Report

What is HubSpot?

SEO Consultants

+ +

+ +

+

You can do marketing this way.

51

All-in-OneMarketing Software

Or you can do marketing this way.

52

All-in-OneMarketing Software

Search Engine Optimization

Blogging & Social Media

Lead Generation

Email & Automation

Marketing Analytics

Lead Management

15 small group workshops

6 inspiring keynotes

50+ breakout sessions

7 learning tracks

3 days

2000 inbound marketing professionals

0 reasons not to GO!

REGISTER TODAY! http://inbound2012.eventbrite.com/

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www.InboundConference.com

54

All-in-OneMarketing Software

Free & Instant Assessment of Your Marketing: http://Marketing.Grader.com

Jeanne Hopkins Twitter.com/jeannehopkins Linkedin.com/in/jeannehopkins jhopkins@HubSpot.com www.HubSpot.com