Going beyond the top of the funnel basic content offers, this session will highlight how to progress buyers to richer, more engaging interactions, such as a product demo or trial, to ultimately convert. The session also will highlight the types of content that work for middle of the funnel nurturing campaigns that help move prospects closer to buyers.

1. Creating Content for the
Middle of the Funnel

2. I’m Jeanne Hopkins.
Nice to meet you.
@jeannehopkins
VP, Marketing @HubSpot

3. 1 The Inbound Marketing Philosophy
2 Telling HubSpot’s Marketing Story
3 White Bread vs. Wheat Bread Leads
4 Measuring Your Marketing
5 Questions
Agenda

4. Inbound
Marketing
Philosophy

6. For decades, marketing focused
on pushing messages out.

7. 86%
skip TV ads
44%
of direct mail is
never opened
91%
unsubscribe
200m
Say DO NOT CALL
7

8. 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.”

9. Renting an
Audience…

10. ...vs Building Assets

11. How
Inbound
Marketing
WORKS.

12. 1 Get Found
73%
of B2B executives use
search engines to find
goods & services for
their business.

13. 2 Convert

14. 3 Analyze

15. 1 Get Found
( INBOUND )
MARKETING
2 Convert
3 Analyze

16. HubSpot
Marketing
Story

17. Get Found
73%
of B2B executives use
search engines to find
goods & services for
their business.

18. 10
Beta Customers
2
Leads Per Day
Circa 2007
5
Employees
$x
Small seed investment
by Founder
18

19. Customers
5961
3855
1150
317
48
3
2006 2007 2008 2009 2010 2011

20. Convert

21. Leads

22. 22

23. White Bread Leads

24. 24

25. Wheat Bread Leads

26. Analyze

27. Wheat Bread Lead Value
VSB Marketer Enterprise Experiments VAR
Demo $22.18 $138.86 $166.06 $29.44 $22.33
Contact Sales $21.72 $80.92 $111.16 $39.99 $27.21
IMA $3.97 $56.09 $67.25 $5.71 $9.75
Free Trial $3.50 $31.27 $21.96 $3.08 $6.50
White Bread $0.42 $6.44 $2.74 $0.44 $0.61

28. Wheat Bread Leads

29. Wheat Bread Leads

30. Wheat Bread Leads

31. Assessment Offer

32. Free Trial Offer

33. Assessment Offer

34. Assessment Offer

35. Demo Offer

36. 10+ Behavior-Based Lead Nurturing Series

37. Lead Nurturing Emails

38. 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

39. 3 Analyze

40. Data is your friend.

41. 1,200 Landing Pages
45%
conversion rate

42. 50-90 Targeted eMails/Month

43. Measure each stage
of your sales
& marketing
process.
VISITS
PROSPECTS
LEADS
WO.
LEADS
OPPS
CUST

44. Drill into each source to diagnose.
Visitors
Leads
Sales
SEO
Social
Media

45. Set targets for each key metric.

46. Measure progress DAILY.
100%
80%
% Progress to Goal
60%
Actual
Goal
40%
20%
0%
21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0
Business Days Left in Month

48. 1 What does Your Wheat Bread Look Like?
2 How Much are Those Leads Worth?
3 Develop Calls-to-Action
4 Use All Available Real Estate
5 Measure and Report
Summary

49. What is
HubSpot?

50. + +
You can do
marketing
this way.
+ +
+
SEO Consultants

51. Or you
All-in-One
can do
Marketing Software marketing
this way.
51

52. Search Engine
Optimization
Blogging &
Social Media
Lead
Generation
Lead
All-in-One Management
Marketing Software
Email &
Automation
Marketing
Analytics
52

53. 3
days
2000 7 50+ 6
breakout inspiring
15
small
0
reasons
inbound learning sessions keynotes group not to
marketing tracks workshops GO!
professionals
Get

54. 25%

55. off

58.
the

59. Early

60. Bird

61.
Price!

63.
COUPON

64. CODE:

66.
ImGoing12

67.
REGISTER TODAY!
http://inbound2012.eventbrite.com/
www.InboundConference.com

68. All-in-One Free Instant
Marketing Software
Assessment of
Your Marketing:
http://Marketing.Grader.com
Jeanne Hopkins
Twitter.com/jeannehopkins
Linkedin.com/in/jeannehopkins
jhopkins@HubSpot.com
www.HubSpot.com
54