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How to Use HubSpot Software to Manage Your Brand Online Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe Who is HubSpot? • • • • • Founded: 2006 Team: 90 (15 MIT) A: $5m General Catalyst B: $12m Matrix Partners Outside Director: Gail Goodman, CEO Constant Contact (CTCT) 1,400+ Customers Outbound Marketing Outbound Marketing is Broken 800-555-1234 Annoying Salesperson Marketing Has Changed 1950 - 2000 2000 - 2050 The Good News! Inbound Marketing Blog SEO Social Media Proven ROI of Inbound Marketing Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads www.HubSpot.com/ROI Proven ROI of Inbound Marketing www.HubSpot.com/ROI Managing Your Brand Today Publish thought leadership Build a community Measure presence in search engines Monitor articles & discussions Participate in discussions Measure results Publish Thought Leadership Blogging is Thought Leadership • Interact with influencers – analysts & other thought leaders • Push your thought leadership to Google • Allow comments and discussion • Encourage subscriptions and sharing of your thought leadership Business Blog Software Easy to use, built for business Built in, interactive optimization Automatic publishing to email and social media Encourages fans to share content Business blog analytics Subscribers & Visitors Blog Article Performance Build a Community Community Building Software Automatic notification of influencers you should follow Simple subscription to your blog by RSS and Email Notification of who is talking about your company Track the size of your community Measure Presence in Search Engines Search Presence (SEO) Software Track rank vs. competitors Track overall presence in Google Alerts about key rank changes Data to target new terms intelligently SEO Rankings Monitor Articles and Discussions Monitor Discussions with Software Know who is talking about your company, products, executives Know who is talking about your industry Understand which comments have the most influence Participate in Discussions Participate in Discussions w/ Software Answer questions Comment on blogs Retweet your fans’ messages Post to Twitter and Facebook Track your social media interactions Measure Results Measure Social Media Software Measure visitors, leads and conversion rates from social media Measure sales from social media Closed-loop-marketing for everyone Metrics: Traffic, Leads, Customers Metrics: Traffic, Leads and Customers Visitors from Blog Visitors Leads Customers SEO 5,289 754 12 Blog 834 72 3 Social Media 511 28 1 Thank You! www.HubSpot.com/Free-Trial Mike Volpe HubSpot VP Marketing Twitter: @mvolpe