For Beginners
Everything you need to know to get started.
INBOUNDMARKETING
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Bill is a Certied Inbound Marketing Specialist with Honors with 18 years of
marketing experience. Not only is Bill an Inbound Marketing Specialist, but
also has been a successful small and medium sized business owner in multiple
industries since 1994.
With a marketing degree from UCLA and a team of
inbound marketing agents behind him, Bill founded
Inbound Marketing Agents to help small and medium
sized businesses close the marketing gap on larger
companies at a fraction of the budget.
In this eBook, Bill will share with you everything you
need to know to start inbound marketing for your
business.
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TABLE OF CONTENTS
1. What is Inbound Marketing? 6
2. Why Inbound Marketing? 9
3. Required Resources 14
4. Software Requirements 20
5. Getting Found 26
6. Lead Generation 31
7. Converting Leads to Customers 34
8. Measuring Results 38
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and social media.
I believe most marketers today spend 90% of
their eorts on outbound marketing and 10% on
inbound marketing, and I advocate that those
ratios ip.
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The best analogy I can come up with is that
traditional marketers looking to garner interest
from new potential customers are like lions hunting
in the jungle for elephants. The elephants used
to be in the jungle in the ‘80s and ‘90s when they
learned their trade, but they don’t seem to be there
anymore. They have all migrated to the watering
holes on the savannah (the internet).
So, rather than continuing to hunt in the jungle, I
recommend setting up shop at the watering hole or
turning your website into its own watering hole.”
–Brian Halligan, CEO, HubSpot
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Why Inbound
Marketing?
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Leads generated by inbound marketing cost
61% less than outbound marketing leads.
% OF PEOPLE

SOURCE: THE GUARDIAN, AUGUST 2011, TSEA.ORG, MARCH 2009, & EPA.GOV, NOV 2010
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82% of consumers search the Internet prior
to purchasing a product or service
COST: Inbound Marketing vs. Outbound Marketing
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Inbound marketing costs 61% Less per lead
than traditional, outbound marketing
The average company marketing budget
spend on social media & blogs has increased
by 3X in three years
Small businesses are allocating 14% of their
marketing budget to outbound, while large
companies are allocating 33% in 2012
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Inbound marketing channels cost
less than any outbound channel.
State of Inbound Marketing, Hubspot, March 2012
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Inbound marketing tactics don’t just
generate leads. They generate revenue.
State of Inbound Marketing, Hubspot, March 2012

The components above do not include social media, email marketing, lead
scoring, press releases, creating video content, and building new web pages.
You don’t have to start with all of these components, but it is important to
understand that you need a person or a team that can perform all of these tasks
on a regular basis.
Most small businesses can’t aord a full edge marketing department, but it is
still critical that you have at least one member of your team that is dedicated to
your inbound marketing strategy.
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This individual can work with an inbound marketing agency,
like INBOUND MARKETING AGENTS, to support, educate,
and teach this person the process and supplement
services that your company can not complete in-house.
3. GOALS

You now know what your business will need and where you currently stand
with your current marketing plan. Now you need to identify what your goals and
benchmarks will be for your new inbound marketing plan.
How many new leads or customers do you need each month? What
verticals within your current client base do you want to grow? What
decisions need to be made to achieve these goals?
Once you have this information in place you can accurately plan your inbound
marketing strategy to specically target your goals.
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4. BUILDING YOUR CUSTOMER PERSONAS


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Software
Requirements
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Your software needs will be determined by your
budget and the goals you have set forth previously.
Keep in mind that your budget needs to be inline with the
goals that you have set and the software your choose will
play a big role in the eciency of your inbound marketing
campaigns.
Below are our recommendations for software to execute
inbound marketing, but if you have little or no budget
there are also solutions you can implement to get started
and then work your way to these platforms. We will note
these options at the end of this chapter.
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1. INBOUND MARKETING SOFTWARE
There is a big dierence between inbound marketing software and Google Analytics or
social media software or apps. Inbound marketing software gives you all of the tools to
track the success of your marketing like analytics for trac, leads, lead conversions, click
through rates, social media, email marketing, and more.
HubSpot brings your entire marketing world together in one powerful, integrated system.
Integrating HubSpot into your marketing allows you to reap the benets that this
software has to oer as the best in the industry.
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