HOW TO BE THE AWESOMEST MARKETER EVER!
 

HOW TO BE THE AWESOMEST MARKETER EVER!

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HOW TO BE THE AWESOMEST MARKETER EVER! HOW TO BE THE AWESOMEST MARKETER EVER! Presentation Transcript

  • 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
  • 9
  • 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/ AGŸ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