Inbound Marketing Works: Spend 60% Less on Lead Gen
Thousands of companies have proven that you can generate leads and drive sales at a 60% lower cost using inbound marketing to attract and convert customers. Hear success stories and learn specific tips on using blogs, social media, SEO, lead nurturing and analytics together as an inbound marketing strategy for radically improved marketing.
* Kirsten Knipp, Director of Product Evangelism, HubSpot (@kirstenpetra)
Inbound Marketing Works: Spend 60% Less on Lead Gen - HubSpot, Kirsten Knipp
1. Online Marketing Summit Austin | July 21, 2010 Inbound Marketing: Spend 60% Less on Lead Gen Kirsten Knipp Director, Product Evangelism HubSpot @kirstenpetra
44. Blogging Drives Social Success Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
45. How Can Sharing Deliver Leads? Blog Post Tweet Orchestra uses 10 FREE business tools to run our business. Check it out: http://bit.ly/8Wrel Joint effort discussion Email from Website Form ...we have a free tool, can you mention our website and product?... We’ll mention you, you mention us Partner Links Mention in Newsletter $ Unique Hubspot tokenized URL Web Lead via CTA Traffic to Orchestra.com Courtesy of HubSpot Customer: Lead Source: Newsletter via Hubspot Token
46. Social Media = Leads & Sales Source: survey of hundreds of businesses: www.HubSpot.com/ROI
58. Qualitative: Blog & Brand-Social Reach Recognition | Industry Websites Thought Leadership Status Web 2.0 Penetration Recognition | Industry Leaders Courtesy of HubSpot Customer:
65. Read the “Inbound Marketing” Book www.InboundBook.com Grade your website: www.WebsiteGrader.com Check out more free resources: www.HubSpot.com/marketing-hubs
Inbound Marketing Works: Spend 60% Less on Lead GenThousands of companies have proven that you can generate leads and drive sales at a 60% lower cost using inbound marketing to attract and convert customers. Hear success stories and learn specific tips on using blogs, social media, SEO, lead nurturing and analytics together as an inbound marketing strategy for radically improved marketing.
More money than brains vs. more brains than money …. ???
Capture: http://www.flickr.com/photos/dnevill/3466254892/ DAN sNurture: http://www.flickr.com/photos/pinksherbet/3370498053/ pink sherbet
If it looks like your website then … http://www.flickr.com/photos/cyberslayer/952121271/Howard_gees
CTAs on HPCTAs on every pageLanding Pages for every campaign & offer … if you are doing any Paid media, PPC, etc and you arent sending that traffic to a dedicated landing page, or a landing page with a custom URL – you are wasting your effort …
Capture: http://www.flickr.com/photos/dnevill/3466254892/ DAN sNurture: http://www.flickr.com/photos/pinksherbet/3370498053/ pink sherbet
You know your audience … you’ve captured their attention and by converting with you once, they have given you an idea of what they want to know about.Tailor your communication with them … if they downloaded something on social media – follow up with more social media related assets … if it was SEO or lead gen, then you should be sending different copy, content and offers …
Capture: http://www.flickr.com/photos/dnevill/3466254892/ DAN sNurture: http://www.flickr.com/photos/pinksherbet/3370498053/ pink sherbet
Both sides of the sales & marketing relationship have a responsibility – and you can help your sales team be successfulBy defining clear criteria or lead goals in the form of an SLA – Service level agreement … we only turn over about ¼ of the leads we generate to our sales team on a monthly basis … and of those – they should still be prioritized … And then giving sales people tools, like lead scoring or grading, to help them work their leads most efficiently Have an SLA & Give Sales Tools to Filter / Select5 Steps to Establishing A Sales and Marketing SLA 1. Run a closed loop analysis on your historical inbound lead segments. Calculate the profitability of each segment. 2. Classify profitable lead segments as “workable leads”, which are ready for sales. Filter out and/or nurture “non-workable leads”. 3. Determine the number of “workable leads” per sales rep per month that marketing is accountable for. This metric becomes your marketing SLA.4. Define the number and frequency of attempts that sales will make against each “workable lead”. This metric becomes your sales SLA.5. Automate the daily monitoring of the process. Key metrics to monitor are:a. “Workable leads” produced per sales rep, month to dateb. Attempts per “workable lead”c. Connect rate per “workable lead”d. Conversion rate to forecasted pipeline per “workable lead”Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5885/Improving-Sales-and-Marketing-Alignment-The-Marketing-and-Sales-SLA.aspx#ixzz0u4gxzceT
Once it is clear that sales should engage … you should be helping them leverage all the tools you’ve been using throughtout the marketing lifecycle to develop a personal relationship-give them access to all the leads data – what pages they’ve viewed, forms downloaded and even which email campaigns they’ve been sent-employ social crm by providing social media profiles when available so they can quickly see what is on a prospects mind both personally and professionally for rapport building and to understand the dynamics of their business … Once sales has connected – they can continue using and sharing material with the prospect that maybe they have not seen before and leverage all the great inbound content you’ve created … This is another phenomenal way that blog posts and webinars live on and provide value further down the sales cycle.
Finally – to pull it all together – marketers should be measuring their results … learning from them and taking action to execute even smarter growth strategies in the future.Here’s where thinking like a scientist really comes in … http://www.flickr.com/photos/marsdd/2986989396/ - mars discovery districthttp://www.flickr.com/photos/michigancommunities/4728050732/ - mmlflickr
Measure everything … you are part scientist – part anthropologist to crunch the data … come up with hypotheses around why a certain outcome occurred and then test that hypothesis again until you find a winning formula … then do it again …
Needs more images … Do you have an image of where you are presenting next …Or tweets / emails of folks who follow you?
Measure by source … and measure by campaign … combining your most effective channels with your most effective tactics brings the most bang for buck and you should know what they are … Results Speak Louder than WordsMeasuring success with HubspotOrganic traffic growth visual (attached to email)Tracking our competitors in HubspotDiscovering keywords with Hubspot and targeting them in blogsThought Leadership status within a huge industryGot attention of SAP, a Fortune 500 giantInbound Marketing > Twitter > Lead > $$$
It all comes back down to cost per lead … and finding the way to generate more, higher quality leads with less overall investment.
Finally – to pull it all together – marketers should be measuring their results … learning from them and taking action to execute even smarter growth strategies in the future.Here’s where thinking like a scientist really comes in … http://www.flickr.com/photos/marsdd/2986989396/ - mars discovery district
86% experienced lead increases90% experienced a traffic increaseThat’s how you spend 60% less on lead generation …