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

Mike Volpe, VP Inbound Marketing

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  • 1. The ABC’s of Startup Marketing Lessons from 3 years and 3,000 customers Mike Volpe VP Marketing, HubSpot @mvolpe
  • 2. Before We Start Twitter: @mvolpe Slides: www.MikeVolpe.com/ABCs Share whatever, wherever!
  • 3. 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.)
  • 4. Who is HubSpot? 160+ Employees in Cambridge, MA (MIT) $33m in VC (3 rounds) Saas for Marketing at $3K-15K/year
  • 5. Complicated & Easy & Confusing Integrated
  • 6. HubSpot Traffic > Comparables
  • 7. Growth 3,000 Customers Q1 2007 Q2 2010
  • 8. Avoid Addiction (to Google)
  • 9. Don’t make me do marketing! Just up our AdWords limit...
  • 10. 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
  • 11. Blog Beforehand (prior to product launch)
  • 12. Not doing it like him? You’re doing it wrong.
  • 13. HubSpot.com/cartoons
  • 14. Target Content to Your Personas
  • 15. Publish Everything
  • 16. Our blog is the #1 resource mentioned by our prospects to our salespeople.
  • 17. Our blog is one of our top 3 sources of leads and sales.
  • 18. Create Convenience (for potential customers)
  • 19. 2.4 million websites graded (Plus emails, web traffic, PR, social buzz…) Flickr: wfyurasko
  • 20. Drive with Data (feelings lead to failure)
  • 21. Data is your friend. You can trust data.
  • 22. Measure each stage of your sales and marketing process. Visits Prospects Leads Wo. Leads Opps Cust
  • 23. …By Channel or Source to diagnose. Drill into each source Visitors Leads Sales SEO Social Media
  • 24. Set targets for all key metrics.
  • 25. Measure progress to targets daily.
  • 26. Measure often. Evolve faster.
  • 27. Employ the Exceptional (outstanding & unusual)
  • 28. 80% of team had under 12 months experience in “marketing” when hired.
  • 29. GSD Sharp
  • 30. D A R C : Digital
  • 31. D A R C : Analytical
  • 32. D A R C : Reach
  • 33. D A R C : Content
  • 34. Empower Employees by Sharing Info
  • 35. All Your Employees Are Marketers
  • 36. Questions to ask yourself...
  • 37. Am I regularly creating new share-worthy content?
  • 38. Am I promoting my content in social media conversations?
  • 39. Am I optimizing my content for search and social media?
  • 40. Am I converting as many visitors into leads and sales as I can?
  • 41. Stop thinking like a marketer or advertiser.
  • 42. Start thinking like a publisher and socializer.
  • 43. 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