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1. #7StepsToSuccess
7
to Take Your Online
STEPS
Marketing to the
NEXT LEVEL
1

2. Your Presenters:
LAUREN VACCARELLO KAREN RUBIN
Sr. Director, Online Marketing Marketing Product Manager
salesforce.com HubSpot
2

3. Agenda:
Use Content to Meet
Customer Needs 1 Score Your Leads 5
Landing Page Alignment 2 User Retargeting 6
Amplify Your Reach Analyze Channels
with Social 3 & Assets 7
Connect with CRM 4
3

4. 1
•2
Use Content
to Meet
THE SOCIAL
Customer
PROFILE
Needs

5. SEM vs. SEO
What’s the difference?.

6. SEM vs. SEO – What’s the Difference?
SEM
Search Engine
Marketing
(Paid Search/PPC)
SEO
Search Engine
Optimization
(Organic Search)

7. 90% of all clicks happen on the 1st
page of Google results.
If a user doesn’t find what they
are looking, they try again with a
different keyword.

8. What’s so great about ranking #1?
Position Avg. CTR *
#1 36.4%
#2 12.5%
#3 9.5%
#4 7.9%
#5 6.1%
x4
#6 4.1%
#7 3.8%
#8 3.5%
#9 3.0%
#10 2.2%
* Source:
http://searchenginewatch.com/article/2049695/Top-
Google-Result-Gets-36.4-of-Clicks-Study

9. Meet Customer
Needs with the
RIGHT CONTENT

10. How do I know
what my
customers need?

11. Source Content Ideas from your Search Box
•Top 5
Keywords:
•Pricing = 220,
Price = 149,
iPad = 135,
CRM = 126,
Careers = 124
“Use Internal Search data to identify Content gaps. Make sure you have content to
meet customers needs.”

12. Optimize meta
TAGS

13. The Anatomy of a Search Result “Snippet”
TITLE TAG
68 characters
HTML:
<title> ... </title>
DESCRIPTION TAG
First 160 characters
HTML:
<meta
name=“description”
content=“…” />

14. Ask Questions

15. Create Content Based on Discussions
Use FAQs, LinkedIn discussions and blog comments
15

16. 2
•2Landing Page
THE SOCIAL
Alignment
PROFILE

18. Promises
1 Make sure your page title and copy
match why/how your visitor arrived
2 Make information simple to access
3 If coming through paid search or display
ads, make sure content look and feel match

19. Image credit: tarale
IMAGINE
you are the searcher

20. Imagine You Are the Searcher
1 What are your intentions?
2 Why are you clicking on a paid search ad
instead of organic?
3 What do the ads say?

24. Free shipping
message is carried
to the landing
page
Nothing about
personalized
ornaments

27. Speaks about
personalization!
Large variety of
personalized
ORNAMENTS

29. 3
•2Amplify Your
THE SOCIAL
Reach with
PROFILE
Social

30. Use social
reach to
compete
in search.

31. Google+ Info in Search Results

32. Social Adds Utility and Relevance

33. Google+ Blog Author Profiles

34. Track Individuals’ Contributions

35. SOCIAL ADVERTISING
the first form of advertising that can leverage the traditionally “offline”
tactic of social influence (peer recommendations).
It also allows marketers to strategically amplify their brand messages by
enabling them to reach the right people with the right messages in various
stages in the customer lifecycle.

36. Benefits of Social Advertising
Reach the right people with self-identified
1 demographic & psychographic data

37. Benefits of Social Advertising
Reach the right people with self-identified
1 demographic & psychographic data
2 Amplify your message through mouth at scale

38. Benefits of Social Advertising
Reach the right people with self-identified
1 demographic & psychographic data
2 Amplify your message through mouth at scale
Unlock the opportunity: drive
3 reach via Friends of Fans

39. 4
•2Connect with
THE SOCIAL
CRM
PROFILE

40. People fill out your lead capture forms

41. And you gather information about them

42. Put that information into your
CRM system to create a
sales & marketing alignment.

43. Closed Loop CRM Integration

44. Understand when prospects become customers

45. 5
•2Score Your
THE SOCIAL
Leads
PROFILE

46. Three Key Characteristics
Some of the most critical distinctions you need to make in your marketing database.
Leads/Contacts People who convert on
your landing pages.
Marketing
Qualified The # of leads/contacts you
Leads qualify for sales follow-up.
The # of customers emerging
Sales
from the top of the funnel.
46

47. Grade Your Leads

48. Different Point Value to Different Stages
Assign a grade based on the demographics and behavior of your prospects.
Leads/Contacts
Grade/Point Value: 30
Marketing
Qualified
Leads Grade/Point Value: 60
Sales
48

49. 6
•2Use
THE SOCIAL
Retargeting
PROFILE

50. Am I
Being
Followed?

51. RETARGETING
Retargeting shows ads on third party websites to people who
have displayed some interest in your brand.

52. Retargeting in Action

53. Retargeting in Action

54. Retargeting Results
*http://www.retargeter.com/about/case-studies

55. What is Site Retargeting?
Gets cookied
A user connects with your brand
Surfs the web
Lands on a page designed
just for them. Sees your ads

56. Email Retargeting

57. Video Retargeting

58. Richmedia Retargeting

59. Social
Benefits
Features

60. How To Use
Image c/o wired.com
Retargeting

61. Prospect Finds Your Website

62. They Don’t Fill Out a Form! (the nerve of them)

63. Retarget Form Abandoners & Bring Them Back

64. After You Get Their Contact Information

65. 7
•2Analyze
THE SOCIAL
Channels &
PROFILE
Assets

66. Track Leads Across Different Sources
Measure traffic and leads that your marketing channels are driving
66

67. Track Leads by Campaign
Measure how many leads your campaigns are driving by channel

68. Monitor Landing Page Analytics
Find out if your marketing offers are successful at converting visitors into leads.

69. Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Lead
Management
Email &
Automation
Marketing
Analytics

70. Find out how Get your
HubSpot can help custom
you take your
inbound marketing demo
to the next level. today.
WWW.HUBSPOT.COM/DEMO

71. THANK
YOU.
71