Presented on November 10th, 2012 at the Babson Entrepreneurial Forum (http://babsonforum.com/2012/). Inspired by Mark Kilens, Inbound 2012 presenter:(http://www.inboundconference.com/agenda/schedule-tuesday/How-to-Become-an-Inbound-Marketing-Ninja-in-5-Easy-Steps).

1. INBOUND
How to Become a(n)
(
Marketing Ninja !
in 3 Easy Steps

2. Amanda
Iglesias!
@amandalucia
B
#inbound12

3. Once upon a time...

4. ...all markets were conversations.

5. As society evolved...

6. ...something became
very apparent.
#inbound12

7. really
>
It’s hard to mimic face to
face interaction....

8. ...on the Internet.

9. 88%
of US internet users ages 14+ will browse
or research products online in 2012.
US Digital Media Usage report, eMarketer

10. Websites are
transforming into
revenue
generating
assets.

11. Marketing isn’t arts & crafts.

12. Visitors
(

13. > Customers

14. Seems easy!
How?!

15. U
s
Attract the right people.

16. U
s
Attract the right people.
Have the right conversations.
G
S

17. U
s
Attract the right people.
Have the right conversations.
Focus on the right metrics.
G
S
Z
Y

18. U
s
Attract

19. Web content
is key.
#inbound12

20. Web content Blog
is key.

21. A blog is
a blog is
a blog.
!
!
Not Really. !

22. Blog content helps you
pull"
the right people in.

23. >
1M unique visits!
100K subscribers!

24. A blog should
contain your
most valuable
asset:

25. your knowledge.

26. Use it to educate your prospects.
#inbound12

27. Web content Blog
is key.
Social Media

28. content!

29. 96%
of marketers use social media to drive
traffic to content, up from 88% in 2011
The Outrain Blog - The State of Content Marketing, 2012

30. ’t ju st
on
D
us h! ....
"p content
y our

31. 50%
Share and promote
yours
other content!
)
(
>
50%
3rd party

32. Don’t shut yourself
off from existing
conversations!
>

33. Don’t be afraid to experiment !
with different channels!

34. TO DO:
1) Blog 2x a week
2)
3)

35. TO DO:
1) Blog 2x a week
2) One topic per article
3)

36. TO DO:
1) Blog 2x a week
2) One topic per article
3) Use long-tail keywords

37. G
S
Convert

39. Research!
What do I need and
why do I need it?

40. Whitepapers
Research! Checklists
What do I need and
eBooks
why do I need it?
Guides

41. Evaluation!
What’s right for me?

42. Kits
Webinars
Evaluation!
Buying Guides
What’s right for me?
Case Studies

43. Purchase!
How do I make the right
investment?

44. Demos
Purchase! Consultations
How do I make the right
Trials
investment?
Talk to sales

45. Create a path
down the
funnel.
>

47. Call-to-action Button

48. Landing Page
>
|

49. Thank You Page
> >
|
|

50. TO DO:
1) Perform research
2)
3)

51. TO DO:
1) Perform research
2) Establish buying criteria
3)

52. TO DO:
1) Perform research
2) Establish buying criteria
3) Evaluate vendors
(

53. Z
Y
Analyze

54. Data is the path to
more visitors, leads,
and customers.

55. What to Blog
analyze?

56. >
Visits
Subscribers
Leads
Social shares
Inbound links

57. What to Blog
analyze?
Social Media

58. Followers
>

59. Clicks"
Retweets
Likes
Visits
Leads

60. What to Blog
analyze?
Social Media
Conversion Rates

61. Clickthrough Rate
>
> >
|
|

62. Visit-to-lead rate
> >
|
|

63. What to Blog
analyze?
Social Media
Conversion Rates
Visitors
Leads
Customers

64. Visit
(
>

65. |
>
Lead

66. $
Customer

67. You’re not going to g
it right the first time.

68. The fun is in
figuring it out!

69. TO DO:
1) Look at the right data
2)
3)

70. TO DO:
1) Look at the right data
2) Recalibrate your efforts
3)

71. TO DO:
1) Look at the right data
2) Recalibrate your efforts
3) Try again (and again).
(

72. U
s

73. U G
s S

74. U G Z
s S Y

75. Amanda
Iglesias!
@amandalucia
B
#inbound12

76. Learn more at:
www.hubspot.com/marketing-resources