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Inbound Marketing Exam Review

Professor: Mike Volpe, HubSpot

Mike Volpe Twitter: @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

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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

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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

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