MarketingSherpa’s Top B2B Inbound Marketing

Tactics for 2010

New Research, With a How-to Case Study

Stefan Tornquist, MarketingSherpa

Rick Burnes, HubSpot
December 3, 2009
 Agenda

I. MarketingSherpa’s Top B2B

Inbound Marketing Tactics
II. The HubSpot Case Study
A. About HubSpot & Inbound Marketing
B. SEO
C. Content
D. Social Media
E. Tools to Convert

2
 Social Media Marketing in B2B

Online news release

74%
distribution
Profiles on professional
73%
or social networks
Blogging on a company
66%
blog
Forums or discussion
52%
groups
Blogger or online
40%
journalist relations
Advertising on blogs or
29%
social networks

User reviews or ratings 25%

0% 15% 30% 45% 60% 75%

Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008
Methodology: Fielded December 4-10, 2008, N=1886

3
 The Foundation of Inbound Marketing – Websites
Doing at a high level Doing a good / OK job

Using website analytics data 19% 53%

Website is regularly optimized

19% 51%
for search engines

Changes to website happen

15% 57%
efficiently and on schedule

Integrated with CRM system so

14% 26%
leads flow to database

Website messaging is clear

13% 65%
and compelling

Use separate microsites for

9% 43%
specific brands or initiatives

0% 20% 40% 60% 80% 100%

Source: MarketingSherpa B2B Marketing Benchmark Survey 2009
Methodology: Fielded April 15-20, 2009, N=1,147

4
 What We Can Do = What We Can Track

Tracked frequently Tracked occasionally

% of visitors who take action

58% 19%
(register, etc.)

Where visitors enter your

56% 35%
website

Time spent on specific pages 43% 41%

Where visitors abandon the

39% 41%
website

How registered leads interact

38% 25%
with the site

Path of visitors through site

35% 37%
(clickstream)

0% 20% 40% 60% 80% 100%

Source: MarketingSherpa B2B Marketing Benchmark Survey 2009
Methodology: Fielded April 15-20, 2009, N=1,147

5
 Asking for Info: When Would You Provide It?

“I’m willing to provide my contact info…”

…when I'm ready to make a

61%
purchase

…to receive expert or editorial

54%
non-vendor information

…to receive expert or editorial

39%
vendor information

…to evaluate or shortlist

34%
vendors

…at the beginning of my

23%
purchase research process

0% 20% 40% 60% 80% 100%

Source: Google / TechTarget How IT Pros Search Online During Purchase Process
Methodology: 2008, N=2,232

6
 SEO - Ever More Important

75%

13% High quantity - High

quality leads
60%

24%
11%
High quantity - Low
45% quality leads
21%

30% 17% Low quantity - High

quality leads
1%

5% 2% 8%
15% 17%
17% 4% 5% Low quantity - Low
5% quality leads
10%
6%
0%
Search engine Paid search on Paid search on Paid search on
optimization Google vertical search Yahoo!, MSN, AOL
engines and Ask

Source: MarketingSherpa B2B Marketing Benchmark Survey 2009

Methodology: Fielded April 15-20, 2009, N=1,147

7
 Give Them What They Want
Always Frequently Sometimes

Research a problem or technology need 37% 45% 15%

Understand a product's features or specifications 31% 50% 16%

Find product reviews 28% 46% 21%

Find information on a particular service or vendor 24% 47% 24%

Explore specific brands of technology products 23% 47% 24%

Find the price of a specific product or service 25% 39% 25%

Find white papers, case studies or success stories 20% 42% 27%

Discover technology problems I wasn't aware of 19% 38% 32%

Find peer discussions or reviews of products 17% 39% 32%

Discover new solution vendors I may not be aware of 15% 38% 34%

Learn about a vendors reputation 16% 35% 33%

Understand the value of ROI for a specific solution 9% 25% 38%

0% 25% 50% 75% 100%

Source: Google / TechTarget How IT Pros Search Online During Purchase Process
Methodology: 2008, N=2,232

8
 Trends by Size of Organization

Large Orgs Small Orgs

Site data Too much Not enough

Suffer from: Myopia or Tactical

Size
Frenzy
Good at: Repurposing content Authenticity

Bad at: Integration Integration

Social site ads Thumbs Down Thumbs Up

9
 Agenda

I. MarketingSherpa’s Top B2B

Inbound Marketing Tactics
II. The HubSpot Case Study
A. About HubSpot & Inbound Marketing
B. SEO
C. Content
D. Social Media
E. Tools to Convert

10
 What’s HubSpot?

• Founded in July 2006 from research at MIT

• Cambridge, MA
• 2500+ customers, 100+ employees

11
 HubSpot’s Approach to Marketing (Inbound)

12
 What Is Inbound Marketing?

Process Website Visitors Tools

Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
• Analytics
Leads
Convert Convert
• Test • Offers / CTAs
• Target • Landing Pages
• Email
• Nurture
• Lead Intelligence
• Lead Mgmt
• Analytics
Customers
13
 Two Sides of Search Engine Optimization

On-Page Off-Page

14
 SEO Is a Part of Publishing

1. Pick Keywords

2. Create Content

3. Optimize Content

15
What Content Channels Do We Use?

• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
More Content, Lottery Tickets
 Growth of HubSpot Reach

18
 HubSpot Uses Reach to Distribute Its Content

19
 Website Traffic Growth by Source

74% Growth
SEO

65% Growth
Referrals

Social 47% Growth

Media

20
 How Does HubSpot Convert Visitors?

21
 Quality Content Behind Forms

22
 Lead Growth by Source

12% Growth
SEO

46% Growth
Referrals

Social 72% Growth

Media

23
 Final Thoughts …

24
 Build Leverage

25
 Who Knows How to Put All the Pieces Together?

d.j.k. on flickr
26
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•Implement the "most" profitable and
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1,150 fellow B2B marketers
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December 31, 2009
http://B2BHandbookHub.MarketingSherpa.com

27
Thank You!

Questions?
Include “@hubspot” in your tweet, or use the GoToWebinar Q&A tool.

Connect with us:

LinkedIn: www.linkedin.com/in/rickburnes
Rick
Twitter: www.twitter.com/rickburnes

LinkedIn: www.linkedin.com/in/stornquist
Stefan
Twitter: www.twitter.com/marketingstefan