Inbound Marketing Exam Review

Professor: Mike Volpe, HubSpot

Mike VolpeTwitter: @mvolpe

VP of Inbound Marketing@HubSpot

Exam Study Guide

• Inbound vs. Outbound Marketing• Get Found

• Create• Optimize• Promote

• Convert• Calls to Action• Landing Page• Lead Qualifying• Email Marketing

• Analyze• Conversion Rates• Closed‐Loop Reporting• Marketing Measurements• Landing Page Effectiveness

Inbound Marketing

Convert

Get Found

Get Found• Publish• Promote• Optimize

Convert• Test• Target• Nurture

Process Tools

Get Found• Content Mgmt• Blogging• Social Media• SEO• Analytics

Convert• Offers / CTAs• Landing Pages• Email• Lead Intelligence• Lead Mgmt• Analytics

Get Found - Create

• Marketing Persona• Goals of Blogging• Blog Articles• eBooks, video, audio, PPT, etc.• Commenting on blogs

• Create content useful & interesting to your persona (not you!)

Get Found - Optimize

• Search engine optimization (SEO)• Organic vs. Paid Search• How to evaluate keywords• On-page vs. Off-page SEO• Title tag (page title)• Page content & Image Alt text• Links (anchor text)• Be attractive to Google and people

Get Found - Promote

• Promote content in social media• Get more visitors (viral)• Get more links for SEO• “Be interesting”

• Make relevant friends by being helpful

Get Found - Promote

• Facebook (business page)• Twitter• LinkedIn groups• Integrate blog with social media• Building (your own) community

Get Found - Convert

• Convert visitors into leads• Convert leads into sales• Offers & Calls to action• Landing pages• Lead qualifying• Email marketing (nurturing)• Keep things moving to the next

step in the process

Get Found - Analyze

• Compare: What works, what doesn’t?• ROI: Was it worth the time/money?• Closed-loop marketing/reporting• Lead scoring• Visitors/leads/sales• Conversion rates• Measure to understand and

improve

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How do I implement this stuff?

Live Webinar: Thursday, June 25th at 3:00pm EDT (GM-5)

“How to Implement Inbound Marketing Using HubSpot”

Register for the free webinar: http://www.hubspot.com/implement-inbound-

marketing

Who’s ready to pass?

Q&A

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe