The document discusses how inbound marketers depend on their wits, not their wallets. It emphasizes focusing on the right goals, experimenting, and using data to drive decisions. It provides examples of how companies like HubSpot, Hotmail, and Uber focused on the right metrics and goals to maximize growth. Marketers are encouraged to experiment with different content types and formats, social sharing options, and nurture programs that extend beyond email to drive better results.
20. Hotmail’s“PS I Love you”signature helped
them to grow to over 12 million email a/cs
21. Uber provided free rides to influencers at
tech conferences knowing they would share
their experience on social.
22. “It’s easier to focus on a strength than a
weakness.”– Elliot Shmukler
23. “It’s easier to focus on a strength than a
weakness.”– Elliot Shmukler
LinkedIn focused on their biggest
opportunities to help them scale.
Homepage views: 40% 50,000 -> 50%
63,000 (+13,000) took 4 months
vs.
Email Invitations: 4% 25,000 -> 7% 44,000
(+19,000) took 2 years
25. Company Goal WhatThey Did
HubSpot Increase prospects Create a valuable tool
Hotmail Increase accounts Intriguing line at end of each
email sent
Uber Social awareness Free rides to tech crowd
Linkedin Free signups Improve performance of
home page
39. The marketing funnel is simple
Get Visitors
Contact
Customers
Retain
Users
Visit to Contact %
Contact to Customer %
Churn Rate
40. The metrics tell us what to work on.
Get Visitors
Contact
Customers
Retain
Users
Generate 200 weekly visits
Contact to Customer %
Contact to Customer Rate 50%
41. The metrics tell us what to work on.
Get Visitors
Contact
Customers
Retain
Users
Generate 200 weekly visits
Contact to Customer %
Contact to Customer Rate 50%
Oursshouldbevisits
42. Looking at the metrics across your funnel
will help you focus on the right goals.
a.Visits per channel
b. Leads per channel
c.Visit-to-lead ratio per channel
d. Lead-to-customer ratio per channel
43. Chunk down your goals until you can check stuff off
Increase visits
Increase User
Generated Content
Community with monthly
prizes for top posters
Email partners on why
they should create
content for us
Create author pages to
profile contributors
44. Monthly traffic light system to keep team focused
Community with monthly prizes for top posters.
Email partners on why they should create content.
Create author pages to profile contributors.