1. The New Rules of Marketing
Featuring: You … the members of the SEBC
Moderator: Kirsten Knipp, Director Product Evangelism, HubSpot

2. Tell me about you …
How many of you are experts in your space?
How many of you are expert marketers?
What resources do you have a lot of?
What resources are most scarce?

3. "If you have more Money than brains, you
should focus on Outbound Marketing.
If you have more Brains than money, you
should focus on Inbound Marketing."
@guykawasaki

4. Outbound Marketing
Advertising Direct Marketing
CALLER ID:
800-555-1234
Annoying
Salesperson
Interruptions get ignored …

5. Inbound Marketing
Blog SEO Social Media
Relevant info is being sought daily…

6. Great for SMB & Entrepreneurs …

7. Because you have more of this … than $$$
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8. Inbound Marketing Maps to Funnel
Get
Found
QUALIFIED TRAFFIC
Analyze Convert Content
SEO Blog
Creation
Landing Social
Pages Media
Marketing Lead Nurturing &
Analytics Intelligence
CRM
(Salesforce.com
or other)
SALES

9. Does Inbound Marketing Work?
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10. What basics could you be doing?
• Get Found
• Blogging – build an audience early
• Social media – listen
• Optimize – each page = chance to rank
• Convert – offer give / get
• Analyze – figure out what worked
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11. Done with the basics, what’s advanced?
• Get Found
• Social Media – listen & participate
• Video, Audio, Webinars, eBooks +
• Convert
• Cultivate Multiple Offers
• Automate Follow Up & Nurturing
• Integrate with CRM
• Analyze – closed loop marketing
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12. What can you skip?
• Flash Content & Fancy Websites
• PR Firms – DIY instead
• Heavy PPC – use it to experiment &
build organic
• Trade Shows
• Traditional Advertising
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13. Let’s take a quick look at a site …
•Subdomain
•No blog
•Poor metadata / On Page SEO
•MozRank = 3
•Inbound Links = 85
•Limited lead capture
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14. What can you take away?
Give away your ideas to generate a following
Always optimize your content
Capture Leads
& Measure what works …
Bootstrap Basics with Free Tools …
Other tools exist to make it easier & more effective
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15. Company Background / Backup

16. About HubSpot
Inbound Marketing software
& advice that helps SMB
businesses grow
2006 Founded
2,500+ Customers
98% Retention
140+ Employees

17. HubSpot’s Inbound Marketing System
QUALIFIED TRAFFIC
• Simple & Integrated Software
SEO Blog Content
Creation
• Support & Expertise
Landing Social
Pages Media
• Hosted Solution Marketing Lead Nurturing &
Analytics Intelligence
CRM
• No IT Required (Salesforce.com
or other)
SALES

18. Proven ROI
MIT study shows:
HubSpot customers get
4.2 times more leads
after 5 months