Inbound Marketing, Revised and Updated

BRIAN HALLIGAN is cofounder & CEO of HubSpot, an inbound marketing and sales software company that helps businesses transform how they get found and grow online. Brian also teaches Entrepreneurial Product Development and Marketing as a Senior Lecturer at MIT. Connect with Brian on Twitter @bhalligan. DHARMESH SHAH is cofounder & CTO of HubSpot and an angel investor in over 50 technology startups. Dharmesh also authors OnStartups.com, a popular startup blog with over 400,000 members in its community, and is a frequent speaker on the topic of startups and marketing. Connect with Dharmesh on Twitter @dharmesh.

• Foreword xiAcknowledgments xvIntroduction xviiPart I Inbound Marketing 1Chapter 1 Shopping Has Changed . . . Has Your Marketing? 3Who Moved My Customers? 6Inbound in Action: Barack Obama for President 6To Do 8Chapter 2 Is Your Website a Marketing Hub? 9Megaphone versus Hub 9It’s Not What You Say—It’s What Others Say About You 10Does Your Website Have a Pulse? 10Your Mother’s Impressed, But . . . 11Tracking Your Progress 13Inbound in Action: 37Signals 14To Do 15Chapter 3 Are You Worthy? 17Creating a Remarkable Strategy 17Tracking Your Progress 19Inbound in Action: The Grateful Dead 19To Do 20Part II Get Found By Prospects 21Chapter 4 Create Remarkable Content 23Building a Content Machine 23Variety is the Spice of Life 24You Gotta Give to Get 24Moving Beyond the Width of Your Wallet 25Tracking Your Progress 25Inbound in Action: Wikipedia 26To Do 27Chapter 5 Get Found in the Blogosphere 29Getting Your Blog Started Right 30Authoring Effective Articles 30Help Google Help You 32Making Your Articles Infectious 33Give Your Articles a Push 34Starting Conversations with Comments 35Why Blogs Sometimes Fail 36The Gift That Keeps on Giving 36Consuming Content with RSS 37Subscribe to Relevant Industry Blogs 37Contribute to the Conversation 38Tracking Your Progress 39Inbound in Action: Whole Foods 40To Do 43Chapter 6 Get Found in Google 45Paid versus Free 45A (Brief) Introduction to How Google Works 48Picking the Perfect Keywords 50On-Page SEO: Doing the Easy Stuff First 53Off-Page SEO: The Power of Inbound Links 58Black Hat SEO: How to Get Your Site Banned by Google 61The Dangers of PPC 63Tracking Your Progress 64Inbound in Action: LinkedIn “Elite” 65To Do 66Chapter 7 Get Found in Social Media 67Creating an Effective Online Profile 67Getting Fans on Facebook 69Creating Connections on LinkedIn 73Gathering Followers on Twitter 77Gaining Reach from Google+ 80Being Discovered with StumbleUpon 82Getting Found on YouTube 84Tracking Your Progress 86Inbound in Action: FreshBooks 87To Do 89Chapter 8 Visual Content 91SlideShare 92Visual.ly 92Pinterest 93Instagram 94Snapchat 95Vine 96Chapter 9 Software and Tools as Content 99Writing Code Instead of Text 100Replace Humans with Machines 101Provide a Next Step 102Kill Bad Tools Quickly 102Tools Don’t Market Themselves 103Inbound in Action: Wealthfront 104To Do 105Part III Converting Customers 107Chapter 10 Convert Visitors into Leads 109Compelling Calls-to-Action 110Mistakes to Avoid 113Optimizing Through Experimentation 113Tracking Your Progress 113Inbound in Action: Google 114To Do 114Chapter 11 Convert Prospects into Leads 115Landing Page Best Practices 115Creating Functional Forms 119Going Beyond the Form 122A Word of Caution 122Tracking Your Progress 123Inbound in Action: Zappos 123To Do 124Chapter 12 Convert Leads to Customers 125Grading and Scoring Your Leads 125Nurturing Your Leads 128Broadening Your Reach 129Tracking Your Progress 131Inbound in Action: Kiva 131To Do 134Part IV Make Better Decisions 135Chapter 13 Make Better Marketing Decisions 137Levels and Definitions 138Campaign Yield 138Tracking Your Progress 140To Do 140Chapter 14 Picking and Measuring Your People 141Hire Digital Citizens 142Hire for Analytical Chops 142Hire for Their Web Reach 143Hire Content Creators 145Developing Existing Marketers 145Tracking Your Progress 146Inbound in Action: Jack Welch and GE 148To Do 149Chapter 15 Picking and Measuring a PR Agency 151Picking a PR Agency 152Tracking Your Progress 153Inbound in Action: Solis, Weber, Defren & Roetzer 154To Do 155Chapter 16 Watching Your Competition 157Tools to Keep Tabs on Competitors 157Tracking Your Progress 158Inbound in Action: TechTarget 159To Do 161Chapter 17 On Commitment, Patience, and Learning 163Tracking Your Progress 164Inbound in Action: Tom Brady 164To Do 165Chapter 18 Why Now? 167Tools and Resources 171Inbound.org 171Advanced Google Search 171Tracking with Site Alerts 173Bonus: Entrepreneur’s Guide to Startup Marketing 175Startup Marketing Checklist 17518 Simple Tips for Naming a New Company 180Insider Tips on Buying the Domain Name You Love 184Get Inbound Certified! 187Index 189

"Covering everything from website design to creating strategy, the book is a well-written and (somewhat) entertaining take on how to use the web to create a successful sales strategy" (Entrepreneur Middle East, January 2015)