Buying behavior is changing rapidly as people shift their research and shopping habits from traditional marketing channels to the Internet. Watch the full webinar for more insights on the changing marketing landscape: http://www.hubspot.com/why-yellow-pages-ads-are-a-waste-of-money

1. Why Yellow Page Ads Are a Waste of Money Mike VolpeVP of Marketing HubSpot @mvolpe Andrew QuinnSales Training Manager HubSpot @andrewtquinn

2. Before We Get Started Live attendees on Twitter: #YPAds A recording will be available afterwards Q&A at the end, ask in webinar or on Twitter More info, more questions & discussion: http://blog.hubspot.com/blog/tabid/6307/bid/7404/Why-Yellow-Pages-Ads-Are-Becoming-Obsolete.aspx

4. Sometimes, it’s like…

5. Change the stack!

6. Hello, I’m ready to buy!

7. Publish your ads and…

9. Hello, it’s 1996 calling!

10. http://zanypickle.com/2010/06/do-you-still-use-a-phone-book/

11. 2015 2000

14. 9 Books 10 Miles

18. Referred by others Advertised Solicited by you Passersby Former customers

20. New comers Emergency buyers Dissatisfied buyers Lifestyle changes Infrequent buyers Competitor’s customers Transient buyers

21. Your message here?

24. http://searchengineland.com/is-yellow-pages-becoming-an-obsolete-concept-38752

25. Intermedia Shopping Study conducted by TNS Global Market Research http://www.ypassociation.org/Content/NavigationMenu/Resources/ResearchInstitute/default.htm

26. Intermedia Shopping Study conducted by TNS Global Market Research http://www.ypassociation.org/Content/NavigationMenu/Resources/ResearchInstitute/default.htm

27. Probably not the best strategy…

30. Marketing is Changing 1950 - 2000 2000 - 2050

31. Outbound Marketing

32. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson

33. Inbound Marketing Create Optimize Promote Convert

34. Case Study: Reynolds Golf Academy

35. Results: Reynolds Golf Academy Increased web traffic and lead volume by over 5,000% Accumulated over 300 blog subscribers Attracted 4,191 inbound links

36. Case Study: Jammin’ With You

37. Results: Jammin’ With You Grew customer base by 400% Nearly tripled number of teachers “HubSpot has made a world of difference,” said Josh. In a year, his website has attracted hundreds of new customers.

38. Case Study: Beacon Hill Athletic Clubs

39. Results: Beacon Hill Athletic Clubs Eliminated 20,000 pieces of direct mail without losing any members Attracted over 1500 leads in 6 months Saving about $5,000 per month on advertising

40. Case Study: River Pools and Spas

41. Results: River Pools and Spas Increased organic traffic 120% in three months Reduced PPC spending 50% compared to 2009 Organic search traffic grew from 176 visitors per month to over 6,900 per month

42. Case Study: Lauterstein-Conway Massage

43. Results: Lauterstein-Conway Massage Doubled website traffic in one year Attracted nearly 2,000 leads in 6 months Saved $35,000 from marketing budget in 2010

44. 420% more leads for companies that buy HubSpot and embrace inbound marketing Source: MIT graduate student analysis of HubSpot customers http://HubSpot.com/ROI

45. Next step: Talk to an expert. No cost. No obligation. Get a free, custom assessment of your website. www.HubSpot.com/IMA

46. Q&A www.HubSpot.com/IMA Mike VolpeVP of Marketing HubSpot @mvolpe Andrew QuinnSales Training Manager HubSpot @andrewtquinn

47. Appendix: Case Study Links http://www.hubspot.com/customer-case-studies/bid/5753/Pool-Construction-Company-Reduces-PPC-Spending-50-Grows-Organic-Leads http://www.hubspot.com/customer-case-studies/bid/6368/Music-School-Grows-Customer-Base-400-with-HubSpot http://www.hubspot.com/customer-case-studies/bid/6576/Boston-Health-Club-Drops-Direct-Mail-and-Pumps-Up-Leads-with-HubSpot http://www.hubspot.com/customer-case-studies/bid/6799/Massage-School-Stops-Buying-Leads-by-Leveraging-HubSpot http://www.hubspot.com/customer-case-studies/bid/4791/Georgia-Golf-Academy-Grows-Inbound-Leads-50x