HOW TO BE THE AWESOMEST MARKETER EVER!

HOW TO BECOME THE MARKETER EVER! marta kagan director, brand & buzz hubspot @mzkagan 1

1 STOP INTERRUPTING PEOPLE!

It’s Awesom e.3

EAT @ EAT AT JOE’S! JOE’S! EAT @ JOE’S! EAT @ JOE’S!4

% OF PEOPLE WHO UNSUBSCRIBE % OF PEOPLE % OF DIRECT MAIL FROM EMAIL WHO SKIP TV ADS NEVER OPENED5

# OF US CITIZENS 200,000,000 300,000,000 # OF US CITIZENS ON THE FTC’S “DO NOT CALL” LIST6

% CHANGE IN EMAIL USAGE, BY AGE DECEMBER 2009 – DECEMBER 2010 28% 22% 12-17 18-24 25-34 35-44 45-54 -1% 55-64 65+ -8% -12% -18% -59%7

AVERAGE CLICK-THROUGH RATES FOR PAID SEARCH WORLDWIDE YANDEX YAHOO! GOOGLE BING8

2 BE WHERE YOUR AUDIENCE IS.

78% OF INTERNET USERS CONDUCT PRODUCT RESEARCH ONLINE.11

57% OF INTERNET USERS SEARCH THE WEB EVERY DAY.12

46% OF DAILY SEARCHES ARE FOR INFO ON PRODUCTS OR SERVICES.13

THIS IS YOUR NEW BUSINESS CARD.14

US SOCIAL NETWORK USER PENETRATION BY AGE 90% 81% 82% 72% 58% 52% 31% 12-17 YO 18-24 YO 25-34 YO 35-44 YO 45-54 YO 55-64 YO 65+15

AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY* 4.6 4.4 3.7 2.9 2.7 2.3 1.8 Shopping Browsing Gaming Multimedia Social News Email16 *WORLDWIDE

TOP 5 ONLINE ACTIVITIES OF US INTERNET USERS (RANKED BY MINUTES SPENT AND SHARE OF TIME SPENT ONLINE) VIDEOS/MOVIES 4% PORTALS 4% EMAIL 8% ONLINE GAMES 10% SOCIAL NETWORKS/ 24% BLOGS17

3 GO INBOUND (OR GO HOME!)

NOT AWESOME.19

AWESOME!20

CIRCA 2007… •  10 BETA CUSTOMERS •  5 EMPLOYEES •  60 LEADS/MONTH 21

TODAY… •  4,500 CUSTOMERS •  200 EMPLOYEES • 40,000 LEADS/MO. 22

UNIQUE VISITORS ACCORDING TO COMPETE.COM 3000000 2500000 HubSpot.com Salesforce.com 2000000 ExactTarget.com NetSuite.com 1500000 1000000 500000 0 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-1123

SOCIAL MEDIA REACH TWITER + FACEBOOK + LINKED IN HUBSPOT 135,678 SALESFORCE 56,299 EXACTTARGET 14,939 NETSUITE 590224

BOATLOADS OF CONTENT. OVER 7,000,000 VIEWS 1600 200 BLOG YOU POSTS TUBE VIDEOS 100 260 N- 150 WEB- PRESE NS POD- INARS TATIO CASTS25

# OF LANDING PAGES AVG CONVERSION RATE26

# OF OPT-IN EMAILS & LEADS27

HUBSPOT.BLOG.COM # OF SUBSCRIBERS AVG LEAD CONVERSION RATE28

HUBSPOT.COM/MTW # OF VIEWS IN 1ST WEEK29

“IN GOD WE TRUST. ALL OTHERS BRING DATA.”

DAILY. NOT MONTHLY. NOT QUARTERLY. 100% Actual Goal 80% % PROGRESS TO GOAL 60% 40% 20% 0% 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 BUSINESS DAYS LEFT IN MONTH31

4 BUILD AN AWESOME MARKETING TEAM

Most agencies generate " < 25% of revenue " G from recurring sources. S D33

Most agencies generate " < 25% of revenue " GETfrom recurring sources. SHIT DONE34

Most agencies generate " D < 25% of revenue " from recurring sources. A R C35

Most agencies generate " DIGITAL < 25% of revenue " from recurring sources. ANALYTICAL REACH CONTENT36

FUNNEL, NOT FUNCTION. MOFU (Middle of the Funnel) BRAND & BUZZ EVANGELISM TOFU (Top of the Funnel) SALES MARKETEERING (Marketing + Engineering)37

MARKETING BOARD BRAND & BUZZ TOFU MOFU EVANGELISM MARKETEERING T E A M A S S E T S •  PR •  Content •  Email •  Product content •  Tools & apps •  Brand •  Co-Marketing •  Landing pages •  Sales training •  Internal •  Company Blog •  Affiliate Marketing •  Webinars •  Customer events marketing •  Events •  Display •  Analyst relations tech •  PPC T E A M M E T R I C S •  Direct & branded •  Visitors •  Leads •  Product awareness •  Traffic/downloads/ search traffic •  Subscribers •  Conversion rates •  Lead close % users of tools & apps •  PR Coverage •  Downloads •  Lead quality •  Product buzz/PR •  Marketing •  Reach •  Leads productivity38

HTTP://WWW.HUBSPOT.COM/MODERN-MARKETING-TEAM-KIT/ AGILE -adjective Quick and well-coordinated in movement; lithe.39

FAIL FAST.EVOLVE FASTER.

ENCOURAGE EXPERIMENTS.41

DO OR DO NOT.THERE IS NO ‘TRY’.

5 SIMPLIFY!

EMAIL LANDING PAGES WEBSITE ??? SEO SALES TOOLS44

LEAD EMAIL NURTURING THE ULTIMATE BLOG ALL-IN-ONE MARKETING SOCIAL WEBSITE SOFTWARE. MEDIA LANDING PAGES ANALYTICS S S ALES TOOL SEO45

TRY HUBSPOT FREE FOR 30 DAYS: HUBSPOT.COM/FREE-TRIAL46

THANK YOU!47

http://blog.hubspot.com	985
http://www.extendlimits.nl	123
http://www.conseilsmarketing.fr	36
http://paper.li	28
http://www.mwiem.de	24
http://blog.webpro.in	19
http://noelbellen.blogspot.com	17
http://blog.websourcing.fr	7
http://www.stonepower.fr	5
url_unknown	5
http://retailomania.blogspot.com	5
http://www.linkedin.com	4
http://feeds.feedburner.com	2
http://www.slideshare.net	2
http://static.slidesharecdn.com	2
http://thehappinessfirst.blogspot.com	2
http://twitter.com	1
http://www.freemarketplaceofideas.com	1
http://rpaulrealtor.blogspot.com	1
http://stonepower.fr	1
http://www.conseilsmarketing.com	1
http://www.inhergentlejaws.com	1
http://marketerforsale.com	1
http://us-w1.rockmelt.com	1
http://seduvaq.uvaq.edu.mx	1
https://www.switzerbusinesssolutions.com	1
http://rachelsprung1.web10.hubspot.com	1
http://www.netvibes.com	1
http://www.one-marketing-strategy.com	1
http://127.0.0.1:8795	1
http://www.theplatform.info	1
http://howtogetbacklinks.easywaytodoit.com	1
http://retailomania.blogspot.se	1

HOW TO BE THE AWESOMEST MARKETER EVER!

by HubSpot All-in-one Marketing Software on May 25, 2011

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HOW TO BE THE AWESOMEST MARKETER EVER! — Presentation Transcript