“The Science of Inbound Marketing” – Key Takeaways

The Inbound Marketing Webinar You Missed

HubSpot and HootSuite hosted a free webinar called, “The Science of Inbound Marketing“. HubSpot broke the Guinness World record for largest webinar last year and attempted to do the same in 2012. Dan Zarrella was the speaker and is an expert social, search, and viral marketing scientist. He used data from Hootsuite, HubSpot and his own survey in his presentation to show the correlation between tactics to receive more links, social shares and leads.

Putting their Money Where their Mouth Is

This webinar created a ton of buzz, with over 5,000 social shares, proving that what they had to say produces real results. So why would you want key takeaways? Because this inbound marketing webinar was not recorded and will not be released for viewing again. Below are the key takeaways that I noted.

Key Takeaways from “The Science of Inbound Marketing”


  • Highly followed accounts share links and are not chatty.
  • Give people content to retweet: 32% Retweet other content instead of Sharing their own content.
  • To get ReTweets:
    • Post a link with your Tweet.
    • Replies do not gain retweets.
    • Using “Please ReTweet” before post get 4x more retweet.
    • Publish Tweets at 4:30pm – the most retweetable time.
    • Saturday and Sunday get a bit more retweets than during the week.
    • Using @mentions result in less retweets.


  • Post on the Weekend.
  • Post between 4:00pm-8:00pm.
  • Most popular type of posts:
    1. Photos
    2. Status Changes
    3. Videos
  • Post length: under 30 characters or 600+ characters.
  • Passionate posts do best:
    • Very positive or very negative
    • Positive is best
  • Talking about yourself gets more likes.


  • Perception: 50% of people decide if your site as trustworthy by your Organic Rankings.
  • Order of importance of Organic Listings:
    • Description
    • Title
    • Url
  • Link Correlation
    • Short Titles = More links.
    • More Tweets = More links.
    • More likes = More links.
    • More LinkedIn shares = More links.


  • 70% of all people are often affected by blogs in their decision-making.
  • Publish blog posts at 9:00am-10:00am.
  • Post important blogs on a Monday (highest views). Weekends are the worst.
  • Views Skyrocket with over 30 posts per month.
  • Zero correlation between comments and links.
  • Pages with the most views use the words:
    • insights
    • analysis
    • answers
    • questions
    • advice
    • review
    • why
    • product


  • For greater Click Through Rates:
    • Subject Lines
      • Be Passionate: Better to be positive but VERY negative works as well.
      • Don’t use “?” in email subject line.
      • Don’t use # in email subject.
      • Don’t use parenthesis.
    • Square brackets are okay (Only if you need to use brackets).
    • Include personalization:
      • Use the person’s first name.
      • Use their company name in the email.
    • Provide more links in the email content.
    • Correlation: More links, less unsubscription rates.
    • New subscribers have greater CTR.
    • Send emails on Saturday or Sunday.
    • Best time to send emails: 6:00am-7:00am.
    • No Correlation between sending frequency and CTR.
    • Unsubscription rates decrease as sending frequency increases.

(I would take the last two data findings with a grain of salt. They could easily be interpreted into spamming you email subscribers which is not a good strategy.)


  • Readers’ preferred format = 1. kindle 2. pdf Far 3rd = html.
  • Best Length: >5 pages or 100+.
  • People find ebooks through:
    1. Amazon
    2. Recommendations

Lead Generation

  • Tactics with Best Conversion Rates:
    1. Paid
    2. Email
    3. Social
    4. Referrals
    5. Organic
    6. Direct
  • Most effective items of value:
    • Downloadable Kit
    • Free Trial
    • Ebook
    • Live Webinar
    • Recorded Video
    • White Paper
    • Demo/Consultation
  • Pages with a lower conversion rate had the words:
    • quote
    • price
    • request
    • services
    • contact
    • questions
  • These have the association that a sales person is going to contact you.

Key Takeaways Summary

These key takeaways to this webinar, “The Science of Inbound Marketing”, have spurred many creative ideas and have altered many marketers’ strategies for the better. The main point that Dan proved, is that businesses need to focus much of their time and energy on educating the public through blogging and spreading that content through channels such as social media, email, infographics, etc.

Inbound Marketing vs. Traditional Marketing

By publishing more than 30 blog posts per month, there was a significant spike in traffic and page views. HubSpot, Seth Godin, SEOMoz and others have dedicated most of their marketing dollars and time to educating the public and have reaped the benefits through increased brand equity, sales, consumer participation and reputation. *Note: David Meerman Scott talks about these same inbound marketing principles in his book, The New Rules of Marketing & PR and is a great read for those that know traditional marketing is dead.

What Did I Miss?

Anybody have any key takeaways that I missed from this presentation?


  1. Hi Thanks for this. I could not attend. But saw your tweet and find the post. Thanks. I need to save it and get back to it. BTW: I will share it on G+ and other.

    Do you know if there’s a recording of the webinar?

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