inbound marketing northeastern presentation

B2B Marketing

Kelley Lynn KassaDirector, Marketing CommunicationsDatawatch

Inbound, Social, Viral?

@KelleyLynnK2

What’s Hot…

Inbound

Marketing strategy to attract prospects by offering meaningful content

Social

Use web and mobile technologies to turn communication into interactive dialog

@KelleyLynnK3

Goal: Lead Generation

= Finding Sales Prospects

@KelleyLynnK4

Outbound

Emails

Webinars

Newsletter sponsorship

Virtual events

Live events

Telemarketing

PR

Advertising/branding

Tradeshows

Paid search/PPC

@KelleyLynnK5

State of Outbound

CMO Expectations for ROI of Email Marketing 2011

@KelleyLynnK6

Inbound

Content

SEO

Blogging

Social medial

Viral Videos

“Freemium”

Trials

@KelleyLynnK7

State of Inbound

Budgets Rising

@KelleyLynnK8

Social

93% of B2B Marketers Use Social Media*

Source: B2B Magazine

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Search Engine Optimization

Keywords

Page descriptions

Meta tags

Optimized content

HubSpot Inbound Marketing Software

www.hubspot.com/

HubSpot's Inbound Marketing Software

gives you all the tools you need to make

marketing people love.

@KelleyLynnK10

Content

Content is King?

@KelleyLynnK11

Content

Optimized Content

Keywords

- Ownable

- Longtail

Density

- 2 – 6%

Headline

Body

SEO tags

@KelleyLynnK12

Blogging

Companies with blogs have 55% more visitors; 67% more leads

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Social Media: B2B Channels

Primary Secondary

@KelleyLynnK14

Freemium/Free Trials

FreemiumFree Trials

@KelleyLynnK15

Resources

B2B Magazine

- http://www.btobonline.com/ Marketing Sherpa

- http://www.marketingsherpa.com/ Marketing Profs

- http://www.marketingprofs.com/ SocialMediaExplorer

http://www.socialmediaexplorer.com/

KD Paine

- http://kdpaine.blogs.com/ CC Chapman

- http://www.cc-chapman.com/

HubSpot Blog

- http://blog.hubspot.com/ Eloqua Blog

- http://blog.eloqua.com/ Marketo Blog

- http://blog.marketo.com/

Christopher Penn

- http://www.christopherspenn.com Steve Garfield

- http://www.stevegarfield.com/Site/Welcome.html

@KelleyLynnK16

Questions?

Director, Marketing Communications

Datawatch

Datawatch blog

LinkedIn Kelley Lynn Kassa

Twitter: @KelleyLynnK

Email: Kelley_Kassa@datawatch.com

Kelley Lynn Kassa Just for Fun

Customer Service Through Twitter

http://bit.ly/A7yD6F