social media for lead generation - dreamforce 2010

Social Media forLead Generation

Mike Volpe

VP Marketing, HubSpot

Twitter: @mvolpe

Marketing is Changing

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Harder

800-555-1234AnnoyingSalesperson

The Good News…

Inbound Marketing:Get Found using Google, Social Media and Blogs

Top 5 Web Marketing Book on Amazon

InboundBook.com

The Great News…

Source: survey of hundreds of businesses: HubSpot.com/ROI

Budget vs. Brains

Flickr: Refracted Moments Flickr: Gaetoan Lee

“If you have more money than brains, use

outbound marketing.If you have more brains

than money, use inbound marketing”

-- Guy Kawasaki

Where is Search Going?

Where is Search Going?

Publish Everything

• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases

Publish Everywhere

What Gets Shared or Linked?

Rarely Shared

FrequentlyShared

• Product info• Free trials• Software documentation

• New data• Funny videos• Top-notch blog posts

1,000’s of Tweets about report - Twitter drove 30% of traffic

Link-Worthy & Share-Worthy

Over 1,200 inbound links to one blog article.

Create Great Content by Blogging

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Attracts More Links

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Attracts More Visitors

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

46% of companies who blog have gotten

revenuebecause of their blog.

Source: survey of hundreds of businesses: HubSpot.com/ROI

Build Your Reach to Build AuthorityReach Metric HubSpot Salesforce.com

Inbound Links 451,000 78,676

MozRank SEO Authority 1-10 6 6

LinkedIn Group Members 45,000 14,400

LinkedIn Company Followers 458 276

Facebook Fans 11,900 6,500

Twitter Followers 34,000 6,800

Google Buzz Followers 1,000 None

YouTube Views 300,000 400,000

Slideshare Views 375,000 3,000

Twitter Mentions Per Month 34,000 9,500

Content Makes You Interesting

Blogging Drives Social Success

Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

Most Business Blogs Post Weekly

Source: survey of hundreds of businesses: HubSpot.com/ROI

More Blogging Increases Results

Source: survey of hundreds of businesses: HubSpot.com/ROI

Social Media = Leads and Sales

Source: survey of hundreds of businesses: HubSpot.com/ROI

Build Network - Keyword Search

Search.Twitter.com

LinkedIn Answers

LinkedIn Groups

All Your Employees Are Marketers

Empower Employees by Sharing Info

Inbound Marketing Summary

Optimize

Promote

Create

Convert

Q & A

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

Free Trial: www.HubSpot.com/free-trial