Learn how one team was able to generate double the leads for their sales team through out of the box marketing programs and campaigns. Original presentation at INBOUND16.

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ACTIONABLE TIPS TO
INCREASE LEAD GEN
BY 100% IN 12 MONTHS
How we increased leads by 100%!
Amanda Sibley, HubSpot Manager of Acquisition

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AMANDA
SIBLEY
Manager of acquisition at HubSpot

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1. HubSpot’s lead problem (You probably have the same one)
2. Some cool SEO fixes
3. A new partner program to grow leads a lot!
4. Some content optimization fun
5. An educational play
6. A boatload of smaller bets
WHAT YOUR NEXT 45 MINUTES LOOKS LIKE…

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68% OF B2B COMPANIES ARE
STRUGGLING WITH LEAD
GENERATION
CSO Insights

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A Typical Lead Graph over 12 Months…
800
900
1000
1100
1200
1300
1400
JanuaryFebruary
M
arch
April
M
ay
June
July
August
Septem
berO
ctoberN
ovem
berD
ecem
ber
Leads by Month

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So we did some of this…

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…and some of this.

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1 SEO

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93% OF B2B BUYING PROCESSES
BEGIN WITH AN INTERNET
SEARCH

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1. LINKS TO
NOWHERE

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1.Tell Google where it should
actually spend time
crawling
2. People are actually getting
the content they are
looking for

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2. Blog Pagnation

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2 CO-MARKETING

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WHAT IS CO-MARKETING?

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WHAT IS CO-MARKETING?
A. Launching a co-branded product with two or more brands.
B. Launching a co-branded project, with mutual goals, no money changes hands.
C. A fake term marketers make up to sound cool in meetings.

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WHAT IS CO-MARKETING?
B. Launching a co-branded project, with mutual goals, no money changes hands.

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1. Guest blogging
2. Social media chat
3. Ebook
4. Webinar
5. Tool
6. Event
TYPES OF CO-MARKETING

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HOW CO-MK DOUBLES LEAD GEN
Email: 100k
Social: 500k
Paid: $2,000
Blog: 200k

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HOW CO-MK DOUBLES LEAD GEN
Email: 100k
Social: 500k
Paid: $2,000
Blog: 200k
Email: 150k
Social: 300k
Paid: $1,500
Blog: 300k

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CO-MARKETING PROCESS
Evaluation of
partner
1.

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CO-MARKETING PROCESS
Agreement
2.

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CO-MARKETING PROCESS
Content
Creation
3.

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CO-MARKETING PROCESS
Promotion
4.

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CO-MARKETING PROCESS
Analysis of project
5.

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CO-MARKETING PROCESS
Partner Follow-up
6.

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What we did at HubSpot to scale
co-marketing in 12 months

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ADDED
WRITING
RESOURCES
1.

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2. CHANGED GLOBAL CAMPAIGNS
40 hours 40 hours40 hours

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40 hours
10 hours
10 hours
10 hours
10 hours

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3 CONTENT OPTIMIZATION

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cmo.com
79% of businesses
have not been able to
prove ROI from
content

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92% OF
HUBSPOT’S LEADS
FROM THE BLOG ARE
FROM OLD POSTS

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95% OF
HUBSPOT’S LEADS
FROM CONTENT ARE
FROM OFFERS MADE
IN PREVIOUS MONTHS

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LEADS FROM CONTENT PIECES
TOP 30
55%
OTHER 2K
45%

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Conversion Rate
Views
Search
engine
optimize
Optimize
for
conversion

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• What keywords are people
searching for to get to your
post? Incorporate in CTAs.
• Create new offers for those
topics if you don’t have
high quality content to put
behind the CTA.
OPTIMIZE FOR CONVERSION

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OPTIMIZE FOR
CONVERSION
• In-line CTA

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OPTIMIZE FOR
CONVERSION
• Slide-in CTA

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Search engine optimization
• Find content that is in need
of updating, but has a high
conversion rate.
• Redo post with updated
information, and republish.
• Make sure to SEO update
the content.

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Search engine optimization
• Google rewards you for
up-to-date fresh content.
• You have a new piece of
content to publish.
• You probably did less work
than starting a post or
offer from scratch.

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4 EDUCATIONAL CONTENT

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“INTELLECTUAL GROWTH
SHOULD COMMENCE AT
BIRTH AND CEASE ONLY
AT DEATH.”
Albert Einstein

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We created a certification that included our content

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5 SMALLER BETS

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The number of active social media
users.
- Brandwatch
2.3 billion

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GLOBAL SOCIAL, ROUND THE CLOCK

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We had a
great offer, but
it was losing
steam.
CONTENT UPDATE:

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RELAUNCHED CONTENT!

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LANDING PAGE POSITIONING

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Easy to understand title

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Explained what CRO is

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Asked people to join in

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SO, WHAT DID ALL THESE
ACTIVITIES DO FOR US?

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DOUBLED OUR LEADS!

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1. Everyone wants more leads
2. Fit broken SEO links and make sure Google can crawl your site
3. Partner with companies to get in front of new audiences with great content
4. Optimize content for conversion and traffic. Update and create as needed
5. Put an educational spin on existing content
6. Don’t forget the small bets, they add up.
TO RECAP YOUR LAST 45 MINUTES…

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THANK YOU.