The ABC’s of
     Startup Marketing


Lessons from 3 years and 3,000 customers
    Mike Volpe
    VP Marketing, HubSpot
  ...
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 ...
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 ...
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…)




                                         Flic...
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

   ...
…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...
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
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
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
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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Transcript of "Startup Marketing — A Case Study on Ignoring the Traditional Rules - Atlassian Starter Day 2010"

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