The Internet has fundamentally transformed the way people discover, share, connect and shop. It's time for marketers to transform the way they raise awareness and generate leads as well. Enjoy this eye-opening look at how search engines, social media, and mobile technology are transforming our lives—and how companies can embrace and utilize these tools to transform costly, low-yield marketing programs into finely-tuned lead-generation machines.

1. IT’S TIME TO
TRANSF RM
YOUR MARKETING.

2. trans·for·ma·tion
-noun"
"
A change or alteration, "
especially a radical one."
2
SOURCE: WORLD ENGLISH DICTIONARY

3. “ …the Internet has turned what used
to be a controlled, one-way
message into "
a real-time dialogue
with millions.
DANIELLE SACKS
THE FUTURE OF ADVERTISING
FAST COMPANY, NOVEMBER 17, 2010
3

4. 79% "
of adult Americans use the Internet.
4
4
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

5. 78% "
of Internet users conduct product research online.
5
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

6. 10.3 Billion
searches are conducted "
every month on Google.
6
SOURCE: COMSCORE, AUGUST 2010

7. The average US Internet user"
2,750
views"
web pages per month.
7
SOURCE: THE NIELSEN COMPANY, JANUARY 2011

8. 1/3
of US consumers spend "
three or more hours
online every day.
8
SOURCE: THE MEDIA AUDIT, OCTOBER 2010

9. 24% "
of adults have posted comments "
or reviews online about the things
they buy.
9
SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010

10. Your customers are relying more & more on
social. 9 out of 10
9 out of 10 Internet users visited "
a social networking site each month in 2010.
10
SOURCE: COMSCORE, FEBRUARY 2011

11. 1 out of every 8 "
minutes online "
is spent on Facebook.
11
SOURCE: COMSCORE, FEBRUARY 2011

12. Twitter’s active
user base generates
90 Million
tweets per day.
12
SOURCE: RJMETRICS, JANUARY 2010

13. More than half "
of all Internet users "
read blogs at least monthly.
13
SOURCE: EMARKETER, AUGUST 2010

14. US Internet users spend "
3x more minutes on blogs "
& social networks "
than on email.
= 1 MINUTE
SOCIAL NETWORKS/BLOGS ONLINE
EMAIL PORTALS VIDEOS/MOVIES
GAMES
14
SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

15. 40% "
of Facebook’s "
user base is "
age 35+.
15
SOURCE: ISTRATEGY LABS, JANUARY 2010

16. 64% "
of Facebook "
users have "
become “fans” "
of at least "
one company.
16
SOURCE: EXACTTARGET, 2011

17. Web-based email usage "
is on
the dec
line. 28%
22%
AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54
-1%
AGE 55-64 AGE 65+
-8%
-12%
-18%
(% CHANGE, DECEMBER 2009 – DECEMBER 2010)
-59%
17
SOURCE: COMSCORE, DECEMBER 2010

18. “ Search engines, blogging & other
Internet trends have
fundamentally transformed "
the way people & businesses
purchase products, "
but most small businesses still use outdated "
& inefficient marketing methods—like print
advertising, telemarketing & trade shows"
—that people increasingly find intrusive "
& screen out."
BRIAN HALLIGAN
CO-FOUNDER & CEO
HUBSPOT
18

19. 7
o
0% " arch users " t paid.
f the links serganic—no
cl ick on are o
19
SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007

20. 78%
of business people "
use their mobile device "
to check email.
20
20
SOURCE: AT&T, MARCH 2011

21. 40%
of US smartphone owners compare prices "
on their mobile device while in-store, "
shopping for an item.
21
SOURCE: COMSCORE, JANUARY 2011

22. 1 in 5
US adult mobile phone owners "
have used their device
to make a purchase "
in the past month.
22
SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010

23. 40%
of US households have a DVR.
23
SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010

24. 200 Million
Americans have registered on the Federal Trade Commission’s "
“Do Not Call” list.
24
SOURCE: FTC, JULY 2010

25. 46%.
The decline in spending "
on tech trade shows in 2009.
25
SOURCE: TRADESHOW EXHIBITORS ASSOCIATION, MARCH 2009

26. 91%
of email users have "
unsubscribed "
from a company email "
they previously opted-in to.
26
SOURCE: EXACTTARGET, , 2011

27. 84%
of 25-34 year-olds have left "
a favorite website because of "
intrusive or irrelevant advertising.
27
SOURCE: HOWTO.TV, APRIL 2008

28. “ Audiences everywhere are tough.
They don’t have time to be bored
or brow beaten by orthodox, "
old-fashioned advertising.
We need to stop interrupting
what people are interested in &"
be what people "
are interested in.”
CRAIG DAVIS
CHIEF CREATIVE OFFICER, WORLDWIDE
J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
28

29. new
–adjective"
"
Markedly different from what
was before; changed,
especially for the better."
29
SOURCE: WORLD ENGLISH DICTIONARY

30. This is your new business card.
30

31. This " OUTBOUND
is "
your "
new "
marketing "
mix.
INBOUND
31

32. Be helpful.
Helpful is the new viral.
ask yourself how you can be of service to
Helpful
your current and potential customers. What
problems can you solve? What questions
Relevant
can you answer? What knowledge can you
share?
Remarkable
Read more: http://blog.hubspot.com/blog/
Frequent
tabid/6307/bid/10291/Helpful-is-the-New-
Viral.aspx#ixzz1GsSghdGN
32

33. Generous
is the
new
cautious
& controlled.
33

34. Remarkable is the new
‘business as usual.’
34

35. Link love is the new ad buy.
35

36. Targeted landing pages & clear calls to action "
are the new ‘visit my homepage’.
36

37. Keywords are the new neon signs.
37

38. 38

39. “ If you don’t like change, "
you’re going to like "
irrelevancy even less.”
GENERAL ERIC SHINSEKII, 2003
39

40. in·bound mar·ket·ing"
-noun"
Any marketing tactic that relies "
on earning people’s interest "
instead of buying it; "
a.k.a. the key to marketing "
transformation."
40
SOURCE: WIKIPEDIA

41. Inbound marketing "
in a nutshell.
1: GET FOUND ONLINE
3: ANALYZE & IMPROVE
2: CONVERT VISITORS & LEADS
41

42. More than 1/3 of US companies "
use blogs for marketing purposes.
42
SOURCE: UM, OCTOBER 2010

43. Companies that blog get "
55% more
website visitors.
43
SOURCE: HUBSPOT, 2010

44. Inbound marketing costs 62% less "
per lead than traditional, outbound marketing.
AVG COST/LEAD: $373
AVG COST/LEAD: $143
OUTBOUND
INBOUND
44
SOURCE: HUBSPOT, 2011

45. 67% o
f B2C
and 4
have 1% o comp
acqu f B2B c anies
ired ompa "
throu a custo nies
gh Fa mer
cebo "
ok.
45
SOURCE: HUBSPOT, 2011

46. 57%
of businesses have "
acquired a customer "
through their "
company blog.
46
SOURCE: HUBSPOT, 2011

47. 47
SOURCE: HUBSPOT, 2011

48. 2/3 "
of marketers say
their company blog "
is “critical” or
“important” "
to their business.
48
SOURCE: HUBSPOT, 2011

49. The number "
of marketers "
who say
Facebook "
is “critical” "
or “important”"
to their business "
has increased
83%
in just two years.
49
SOURCE: HUBSPOT, 2011

50. 51% "
of Facebook fans "
are more likely to buy"
the brands they fan.
50
SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010

51. 79% "
of Twitter followers"
are more likely "
to recommend "
the brands they follow.
51
SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010

52. The average budget spent on company blogs "
& social media has nearly doubled in two years.
2009
$
$
$
$
$
$
$
$
$
2011
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
= 1% OF ANNUAL MARKETING BUDGET
52
SOURCE: HUBSPOT, 2011

53. “ What we really need is "
a mindset shift that will make us
relevant to today’s consumers, "
a mindset shift from "
‘telling & selling’ "
to building relationships.”
JIM STENGEL
FORMER GLOBAL MARKETING OFFICER "
FOR PROCTER & GAMBLE
53

54. how·to
–noun"
"
A set of step-by-step instructions
for accomplishing a certain task
or reaching a certain objective."
54
SOURCE: RANDOM HOUSE DICTIONARY

55. 1 Make "
stuff "
people "
want.
• EDUCATIONAL EBOOKS
• HOW-TO VIDEOS
• ONLINE CALCULATORS
• PLANNING TOOLS
• ANSWERS TO COMMON QUESTIONS
55

56. • THE MORE YOU
GIVE, THE MORE "
YOU GET
2 Be
generous.
• BUILD TRUST,
CREDIBILITY, "
& GOOD WILL
• INCREASE # "
OF PAGES"
& INBOUND LINKS
56

57. 3 Rock " • HTTP://WWW.HUBSPOT.COM/INTERNET-
MARKETING-TIPS/DETAILED-KEYWORD-
your " TIPS/
keywords.
• HTTP://WEBSITEGRADER.COM/
57

58. 4 Give "
great "
directions.
• RELEVANT LANDING PAGES
• CLEAR CALLS TO ACTION
• COMPELLING OFFERS
58

59. 5 Invest "
wisely.
“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
59

60. “ It no longer makes
economic sense to send
an advertising message
to the many, in hopes "
of persuading the few.
M. LAWRENCE LIGHT"
FORMER CHIEF MARKETING OFFICER
MCDONALDS
60

61. Amen.
61

62. MARKETING "
TRANSFORMATION "
WEEK
April 4-8, 2011
5 days. 50 prizes. 500 tips."
Learn, win, transform!
http://HubSpot.com/MTW
62

63. IMAGE CREDITS."
HubSpot gratefully acknowledges the following photographers for sharing their original works via flickr & the Creative Commons license.
SLIDE
FLICKR USERNAME
SLIDE
FLICKR USERNAME
4
PIMBOULA
32-34
SHEREEN M
5
MEZ LOVE
35
MAIT JÜRIADO
6, 58 STÉFAN
36
AJITH
& 59
7
DARRREN HESTER
37
TELSTAR LOGISTICS
8
NICHOLASJON
38
DR CRAIG
9
GUSTAVO PIMENTA
41
EKURVINE
12
ETGEEK (ERIC)
42
AGAHRAN
13 & DELPHWYND
43
B.ROMAIN
15
16
IAN RANSLEY DESIGN + ILLUSTRATION
46
JULIANA COUTINHO
22
MASOCHISMTANGO
47
RJMETRICS
23
ABBYLADYBUG
48
EFLON
24
TYLERDURDEN1
49
ESCAPEDTOWISCONSIN
25
CELINE NADEAU
50
XURDE
26
INKMAN_
55
JOSH LIBA
27
ASHLEY ROSE
56
BRANDON CHRISTOPHER WARREN
32-34
SHEREEN M
57
FEITICEIRA_ORG
63
*ALL IMAGES WERE PURCHASED ON ISTOCKPHOTO.COM UNLESS NOTED ABOVE.

64. ABOUT HUBSPOT.
HubSpot is an all-in-one marketing software
platform for small and medium-sized businesses.
4,000+ companies use HubSpot to generate "
over 500,000 leads per month.
LET’S BE FRIENDS ONLINE!
http://blog.hubspot.com/
Twitter.com/hubspot
Facebook.com/hubspot
Linkedin/com/hubspot
Youtube.com/hubspot
flickr.com/photos/hubspot
64
NO SPROCKETS WERE HARMED IN THE MAKING OF THIS PRESENTATION.