Transcript CILK

Inbound Marketing
for Lead Generation
Ilya Mirman
Twitter: @IlyaMirman
Mike Volpe
Twitter: @mvolpe
Twitter: @ilyamirman & @mvolpe
Slides: www.MikeVolpe.com/WOMMA
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Marketing is Changing
1950 - 2000
2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson
The Good News…
Inbound Marketing:
Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com
The Great News…
Source: survey of hundreds of businesses: HubSpot.com/ROI
Budget vs. Brains
Flickr: Refracted Moments
Flickr: Gaetoan Lee
“If you have more money than
brains, use outbound marketing.
If you have more brains than
money, use inbound marketing”
-- Guy Kawasaki
Questions to ask yourself...
Am I regularly creating new
share-worthy content?
Am I promoting my content
in social media conversations?
Am I optimizing my content
for search and social media?
Am I converting as
many visitors into
leads and sales as I can?
Stop thinking like a
marketer or advertiser.
Start thinking like a
publisher and socializer.
Cilk Arts, Inc*
Mission:
To provide the easiest,
quickest, and most
reliable way to optimize
application performance
on multicore processors.
Our Goal:
Own a multicore
programming standard
 Cilk++ Runtime on
every processor
 Cilk++ used by all
C/C++ multi-coders
[*July 2009: Cilk Arts acquired by Intel]
© 2008 CILK ARTS, Inc.
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Go To Market Approach
∙ Open source business model
 Low-touch, low-cost sales model
 Broad awareness, trial, adoption
∙ Big bet on Inbound Marketing
 No sales people
 Hired 1 marketer (me) 8 months before
shipping product to implement Inbound
Marketing approach
∙ Blog as primary marketing vehicle
 Entire team contributed (~1 post per week)
 Helped us engage with the developers we
hoped to serve; understand what content
they’re interested in
© 2008 CILK ARTS, Inc.
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Results
∙ Reached over 100,000
developers
∙ Traffic and awareness
matched or exceeded
competitors
∙ >3,000 leads
∙ >1,000 downloads
∙ >6,200 inbound links
∙ >600 blog subscribers
∙ Adoption at >300
universities worldwide
© 2008 CILK ARTS, Inc.
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Content is King
∙ Blog was primary vehicle
∙ Entire team contributed
∙ Repurposed content in
multiple ways




e-Book
Short YouTube videos
Online courses
2-day training workshop
© 2008 CILK ARTS, Inc.
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Blog Metrics
Engaged entire team
Don’t know ahead of time
which
will strike a chord
© 2008
CILKtopics
ARTS, Inc.
Links drove search engine rank
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Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Social Media
∙ Engaged bloggers
in industry and
academia
∙ Drove coverage,
links, conference
invites
© 2008 CILK ARTS, Inc.
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Blogging Drives Social Success
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
Thought Leadership &
Awareness
∙ Grew a loyal
following:
Inbound Links
> 6,200 inbound
links
> 600 Blog
subscribers
© 2008 CILK ARTS, Inc.
Blog Subscribers
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Organic SEO
∙ Web site optimized for
long tail of relevant
search terms
 40% of traffic from
search
 High rank for ~300
relevant phrases
∙ Ongoing maintenance
to optimize popular
pages for key terms
Keywords w/high
Google rank
© 2008 CILK ARTS, Inc.
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Lead Capture
∙ Translating content & traffic
to Leads using Landing Pages
© 2008 CILK ARTS, Inc.
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Lead Management
∙
∙
∙
∙
3000+ Leads
1 Sales & 1 Marketing person managed it all
Even engaged engineers with lead alerts
Key: Closed Loop Marketing & CRM Integration
Marketing
© 2008 CILK ARTS, Inc.
Sales
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Lead Intelligence
© 2008 CILK ARTS, Inc.
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Visitors & Sources
published
eBook;
Pilot campaign
to quant
finance
community
Posted Cilk++ docs;
Pilot campaign to IEEE
community
∙ Healthy mix of
traffic from organic
search and key
social media sites
© 2008 CILK ARTS, Inc.
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Inbound Marketing Lessons
Do…
∙ Get your whole organization engaged in contributing content
∙ Be real, be genuine
∙ Build an editorial calendar with a broad set of interesting,
valuable content, targeted at key personas
∙ Leverage content in many ways (Blog, e-Books, Tutorials, YouTube,
SlideShare, etc.)
∙ Use Closed Loop Marketing to get a single view of your funnel
so Sales & Marketing can work as an efficient team
Don’t…
∙ …be a blatant, self-centered commercial
∙ …focus on just one topic
∙ …make your blog your only social media effort; instead, spend
time on other blogs, community sites, and contribute
∙ …worry about slow periods (# of visitors,# of subscribers, # of comments)
© 2008 CILK ARTS, Inc.
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Inbound Marketing Summary
Create
Optimize
Convert
Promote
Suggested Next Steps
• Read the “Inbound Marketing” Book
• Grade your website:
www.WebsiteGrader.com
• Additional Free Resources:
www.HubSpot.com/marketing-hubs
Q&A
These Slides: www.MikeVolpe.com/WOMMA
Ilya Mirman
Twitter: @IlyaMirman
Mike Volpe
Twitter: @mvolpe
© 2008 CILK
CILK ARTS, Inc.
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