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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.
  • 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