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The HubSpot Story
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The HubSpot Story

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Mike Volpe, VP Marketing at HubSpot, will reveal all the tips and tricks that have enabled the company to grow to over 4,000 customers in just 4 years, becoming one of the fastest growing SaaS ...

Mike Volpe, VP Marketing at HubSpot, will reveal all the tips and tricks that have enabled the company to grow to over 4,000 customers in just 4 years, becoming one of the fastest growing SaaS companies since Salesforce.com. Learn how how your blog can be your largest source of leads and sales, learn how you can generate leads at a 60% lower cost than your competition, and learn what marketing should do to provide more high quality inbound leads to your sales team.

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  • There are lots of enterprise marketing tools for multinational corporations. But these tools are overly complex, expensive and difficult to use. And you need a number of different tools to do marketing the way you should do it. HubSpot makes this all a lot easier, since we have built a powerful, but integrated suite of marketing tools that allows you to do all the different parts of marketing with one system. Easy and integrated.
  • Image http://www.flickr.com/photos/tylerdurden/By tylerdurden1http://www.wired.com/epicenter/2010/07/do-not-call-list-tops-200-million-some-scammers-still-ignore-it/http://www.ftc.gov/opa/2010/07/dnc.shtm
  • Image: http://www.flickr.com/photos/celinet/By celinenadeauhttp://www.leichtmanresearch.com/press/092710release.htmlOn-Demand TV 2010: A Nationwide Study on VOD and DVRs. Leichtman Research Group, Inc.
  • Renting leads from other people (buying advertising) is not a long term strategy for lead generation. Renting is OK for experiments, and for transitions, and for testing. But it should not be the centerpiece of your long term strategy.
  • Instead, think about building a long term asset, just like the machinery in a factory. Build tools that will attract leads at a low cost while you sleep, and without additional cost per lead.
  • Examples of outbound marketing, or rented marketing are all different forms of advertising that do not help you build an asset that your company owns and controls. Inbound marketing helps you build assets that attract leads to your company at a low cost over time.
  • But, blogging about your product is not the right strategy. You should blog about the things that most interest your target customer persona. Think like a media company – like Oprah – and think about what people want to read, not what you want them to read.
  • Experience is not as important as you think. Things change and evolve fast, especially in marketing, that too much experience can actually be a liability because you might like older and less effective techniques. More than 2 years of experience might not add any additional value in terms of marketing techniques. (It does add value in terms of leadership and management and communication experience.)
  • We also look for DARC – Digital citizens who live their lives online
  • Analytical – people that make data driven decisions and think with an analytical mindset
  • Reach –people who have built a following and prove that their online presence has gravitational pull
  • Content – people who are natural content producers and are always creating more content naturally, without being pushed
  • Everyone in your company is part of the marketing team. The best thing you can do to empower people to help you market your company is communicate as much information as often as possible. We use a wiki to do this – it is the central internal communication hub for the company.May 2010:17,000 wiki page views2,000 editsAverage: 1,000 page views/day and 100 edits/dayAll time:3,500 total pages5,400 total comments
  • This is a screenshot of my MONTHLY marketing report. It has over 110 slides in it, all graphs and tables of data. Each year, just marketing produces over 1500 pages of data/reports that we use to optimize and improve our business.
  • To diagnose problems or areas for improvement in the overall funnel, look at each source or campaign alone, and look at each of the stages for just that source. Comparing them can give you insights into trends and what you might do to improve.
  • For each of the metrics that you track, you need to set a goal or target for the future time periods. Even if inaccurate, it helps you target growth rates and figure out how fast you can grow.
  • If at all possible, measure you business monthly, not quarterly. If you measure monthly, you can evolve 12 times a year, 3 times faster than if you measure quarterly. Evolving your business faster means you can test more, learn more and improve more. Startups need to test and learn quickly, while the cost to do so is low.

The HubSpot Story Presentation Transcript

  • 1. The HubSpot StoryA B2B Marketing Case Study
    Mike Volpe
    VP Marketing @ HubSpot
    Twitter: @mvolpe
  • 2. Who is HubSpot?
    200+ Employees in Cambridge, MA (MIT)
    $65m in VC (4 rounds)
    SaaS for Marketing at $3K-18K/year
  • 3. Complicated & Confusing
    Easy & Integrated
    Landing
    Pages
    Analytics
    Website
    Sales
    Tools
    Email
    Blog
    Lead
    Nurturing
    Social
    Media
    SEO
  • 4. Our Marketing
    Philosophy
  • 5. 86% of People Skip TV Ads
    http://www.guardian.co.uk/media/2010/aug/24/tv-advertising
  • 6. 44% of Direct Mail is
    Never Looked At
    http://en.wikipedia.org/wiki/Advertising_mail
  • 7. 200,000,000 people
    on the Do Not Call list (USA)
  • 8. 46% decline
    in tech tradeshow spend in 2009
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. Bring All the Pieces Together
    Social Media
    Marketing
    Search Engine
    Marketing
    Content
    Marketing
    Conversion Marketing
    Lead Nurturing
    Sales Support
  • 14. The Story
    from 2007
    to 2011
  • 15. Q1 2007
    10 beta customers
    2-3 leads per day
    5 people in company
    Small seed investment by founder
  • 16. 35,000 Leads Per Month
  • 17. Q1 2007
    Q1 2011
    4,000 HubSpot Customers
  • 18. More Web Traffic Than Salesforce.com
  • 19. Large Social Media Following
  • 20. New Strategic Investment
    $32 Million
  • 21. Building Marketing
    at
    HubSpot
  • 22. HubSpot Marketing
    Graders
    Blog
    IM.com
    SEO
    Paid $$
    Social
    Email List
    Nurturing
    HubSpot.com (Landing Page)
    Leads
    Scoring
    Un-Qualified Leads
    Nurturing
    Qualified Leads
    (SALES)
    Nurturing
    Did not buy
    Demos / Customers
  • 23. Have You Met Your Personas?
    Kadientphoto by: David Meerman Scott
  • 24. Build Marketing Assets
    Blog
    Free Tools
    Podcast
    Videos
    Photos
    Presentations
    eBooks
    News Releases
  • 25. Your competition is NOT
    who you think it is.
  • 26. Case Study: Website Grader
    Free interactive tool
    3.3 million users
    Great PR coverage (TechCrunch, RWW)
    50,000+ visitors from StumbleUpon
    400,000+ opt-in emails & leads
  • 27. Case Study: HubSpot Blog
    Top 3 source of leads
    ~10% visit company website
    ~10-20% lead conversion rate
  • 28. Case Study: HubSpot TV
    Weekly video podcast
    30-100 live viewers
    160,000 total views
    Top 5 marketing podcast in iTunes
    Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan
  • 29. Case Study: B2B Music Video
    • Video
    40,000 views first week
    10,000 views first day
    • Social Media
    #1 source = StumbleUpon
    #2 source = Twitter
    #3 source = Facebook
    • SEO
    Page 1 for “inbound marketing”
    50+ inbound links to blog article
    http://www.youtube.com/watch?v=4-lGe5MnBlY
  • 30. Hundreds of Landing Pages
  • 31. Tons of Content
    1,600 blog articles, 4.8M views
    260 presentations, 993K views
    200 YouTube videos, 586K views
    150 podcast episodes, 160K views
    100 webinars, 125K views
  • 32. The New Marketing
    Team
  • 33. 80% of my team had under 12 months experience in “marketing” when hired.
  • 34. GSD
    Sharp
  • 35. D A R C : Digital
  • 36. D A R C : Analytical
  • 37. D A R C : Reach
  • 38. D A R C : Content
  • 39. Empower Employees by Sharing Info
  • 40. Organizing the New Marketing Team
  • 41. Measuring
    Marketing
    Flickr: Gunnar Bangsmoen
  • 42. Data is your friend. You can trust data.
  • 43. Measure each stage of your
    sales and marketing process.
    Visits
    Prospects
    Leads
    Wo. Leads
    Opps
    Cust
  • 44. Drill into each source to diagnose.
    …By Channel or Source
    Visitors
    Leads
    Sales
    SEO
    Social
    Media
  • 45. Set targets for all key metrics.
  • 46. Measure Progress to Targets Daily
  • 47. Measure often. Evolve faster.
  • 48. We’ve got lots to think about…
  • 49. Advice for the road ahead:
  • 50. Stop thinking like
    an advertiser.
  • 51. Start thinking like a
    publisher and socializer.
  • 52. Commit
    to the new
    inbound
    strategy.
  • 53. Don’t dip your
    toe in the water.
  • 54. Jump in ALL THE WAY.
  • 55. Thank Youwww.HubSpot.com/free-trial
    Mike Volpe
    VP Marketing @ HubSpot
    mvolpe@hubspot.com