The document provides guidance on building an inbound marketing machine with three key steps: get found, convert, and analyze. It discusses using blogging, social media, and SEO to get found online through techniques like optimizing blog posts, social media engagement, and on-page SEO. To convert visitors, it recommends building an email list, using landing pages, segmenting contacts and personalizing communications. The final step is to analyze marketing efforts by setting goals and measuring key metrics at each stage of the customer funnel. The overall message is that an integrated inbound approach focusing on content, personalization and measurement can help drive better marketing results than traditional outbound tactics.

1. How to Build an
Inbound Marketing Machine

2. The Traditional Playbook?
Broken.
44% of direct mail is never opened
86% skip TV commercials
91% unsubscribe from emails
200 million say “Do Not Call”

3. The New Playbook
Get Found Convert Analyze

4. Example: How to Get Found
Blogging and social media helped
increase Thermo Fisher’s organic
search traffic by 182%.
Sonya Pelia
Social Media & Search Engine
Thermo Fisher Scientific

5. Example: How to Convert
“By segmenting our CTAs in
addition to our emails we saw a
real [143%] increase in conversion
rates.”
David McCormick
Director of Product Marketing Alpha
Software

6. How to
Get Found

7. Who Are You Trying to
Attract?
HubSpot’s Primary
Persona (Marketing Mary)
Holly Allison, VP, Marketing, Vico Software

8. The Keys to Getting Found
SEO
Social Media
Blog

9. Blog: A Magnet for Visits …
and Links and Likes

10. Blog Posts Are Lottery Tickets

11. 55% more website visitors
for companies that blog.

12. Five Tips for Your Blog
• Commit to 2 or 3 posts/week.
• Put it on your company domain (e.g.,
hubspot.com).
• Allow readers to subscribe via email.
• Constantly experiment and measure content.
• Be patient. It will take at least three months to
get traction.

13. Social Media Essentials
1 Build Reach 2 Drive Engagement
• Email list • Optimize for retweets
• Website and mentions on Twitter
• Partnerships • Optimize for likes, shares
and comments on
• Cross-promotion
Facebook and LinkedIn
(Edge Rank)

14. How Do You Optimize for
Social?
It’s all about
Content.

15. 79% more Twitter followers
for companies that blog.

16. Make your accounts
must-see-tv
for your persona.

17. Keys to On-Page SEO
1. Pick Your Keywords
2. Optimize Those Keywords

18. How to Optimize Keywords
Web Page Optimization:
•
•
Keywords in page title
Use keywords in headlines and other page content
1 Page Title
• Optimize description for increased click through
2 Headings & Content
3 Description

19. Marketing Grader
• Free interactive tool
• 4 million users
• Great PR coverage
• 50,000+ visitors from
StumbleUpon
• 500,000+ opt-in emails

20. Marketing Update Podcast
• 1-2k views /episode
• 300,000 total views
• Top 5 marketing podcast
in iTunes

21. B2B Music Videos
• 10,000 views 1st day
• Page 1 for “inbound
marketing”
• Page 1 for “marketing” on
YouTube
• 3x increase in searches
for “inbound marketing”

22. Your Company Is a
Media Company

23. How to
Convert

24. How Do You Build a List?

25. Give to Get Information

26. Mo Landing Pages,
Mo Leads

27. The Traditional View
of Contacts
Referral Email
Data
Lead
Offline
Volume
Info
spamtrap@gmail.com
Funnel Web
Volume Analytics

28. Get to Know Your
Contacts Found
Email
Site Via?
Website
Grade
Offline
Activity
Form
Data
Twitter
Funnel Facebook
Stage Browsing
History

29. Segmented &
Personalized Email
• Segment by Lifecycle
Stage
• Personalize by Name,
Company, from Sales Rep,
Industry, Geography

30. The Impact of Segmentation
3.1% CTR 3.6% CTR
4.0%
3.5%
3.0% CTR
2.5%

31. Use Progressive Forms
First
Completion.

32. Use Progressive Forms
Second
Completion.

33. Segment & Personalize Your
Website

34. How to
Analyze

35. Set Clear, Measureable
Goals

36. Measure Each Stage & Asset

37. Measure Each Stage & Asset

38. Ultimately, Focus on
the Funnel

39. Final thought …

40. It’s Hard to Tie It All Together

41. My Pockets Circa 2005

42. Now I Only Need This

43. Now Marketers Only Need This
+

44. Rick Burnes
Thank You!
Twitter.com/rickburnes
rburnes@hubspot.com
www.hubspot.com
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