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Startup Marketing — A Case Study on Ignoring the Traditional Rules - Atlassian Starter Day 2010
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Startup Marketing — A Case Study on Ignoring the Traditional Rules - Atlassian Starter Day 2010

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Startup Marketing — A Case Study on Ignoring the Traditional Rules

Startup Marketing — A Case Study on Ignoring the Traditional Rules

Mike Volpe, VP Inbound Marketing

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    Startup Marketing — A Case Study on Ignoring the Traditional Rules - Atlassian Starter Day 2010 Startup Marketing — A Case Study on Ignoring the Traditional Rules - Atlassian Starter Day 2010 Presentation Transcript

    • The ABC’s of Startup Marketing Lessons from 3 years and 3,000 customers Mike Volpe VP Marketing, HubSpot @mvolpe
    • Before We Start Twitter: @mvolpe Slides: www.MikeVolpe.com/ABCs Share whatever, wherever!
    • Prior Art Worth Reading Product / Market Fit (Sean Ellis) http://startup-marketing.com/the-startup-pyramid/ Startup Marketing Metrics (Dave McClure) http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html (If Sean or Dave are reading this, I’d love to grab coffee/beer sometime.)
    • Who is HubSpot? 160+ Employees in Cambridge, MA (MIT) $33m in VC (3 rounds) Saas for Marketing at $3K-15K/year
    • Complicated & Easy & Confusing Integrated
    • HubSpot Traffic > Comparables
    • Growth 3,000 Customers Q1 2007 Q2 2010
    • Avoid Addiction (to Google)
    • Don’t make me do marketing! Just up our AdWords limit...
    • Renting / Outbound Building / Inbound Advertising Blogging Conferences / Events SEO Paid Search / PPC Free Tools Email List Rentals Social Media Cold Calling Opt-In Email Lists
    • Blog Beforehand (prior to product launch)
    • Not doing it like him? You’re doing it wrong.
    • HubSpot.com/cartoons
    • Target Content to Your Personas
    • Publish Everything
    • Our blog is the #1 resource mentioned by our prospects to our salespeople.
    • Our blog is one of our top 3 sources of leads and sales.
    • Create Convenience (for potential customers)
    • 2.4 million websites graded (Plus emails, web traffic, PR, social buzz…) Flickr: wfyurasko
    • Drive with Data (feelings lead to failure)
    • Data is your friend. You can trust data.
    • Measure each stage of your sales and marketing process. Visits Prospects Leads Wo. Leads Opps Cust
    • …By Channel or Source to diagnose. Drill into each source Visitors Leads Sales SEO Social Media
    • Set targets for all key metrics.
    • Measure progress to targets daily.
    • Measure often. Evolve faster.
    • Employ the Exceptional (outstanding & unusual)
    • 80% of team had under 12 months experience in “marketing” when hired.
    • GSD Sharp
    • D A R C : Digital
    • D A R C : Analytical
    • D A R C : Reach
    • D A R C : Content
    • Empower Employees by Sharing Info
    • All Your Employees Are Marketers
    • Questions to ask yourself...
    • Am I regularly creating new share-worthy content?
    • Am I promoting my content in social media conversations?
    • Am I optimizing my content for search and social media?
    • Am I converting as many visitors into leads and sales as I can?
    • Stop thinking like a marketer or advertiser.
    • Start thinking like a publisher and socializer.
    • Suggested Next Steps: 1) Download these slides: Mike Volpe www.MikeVolpe.com/ABCs VP Marketing @HubSpot Twitter: @mvolpe 2) Read “Inbound Marketing “Book mvolpe@hubspot.com 3) Grade your website: www.WebsiteGrader.com 4) Additional Free Resources: www.HubSpot.com/marketing-hubs