This document provides tips on how to become an excellent marketer. It recommends focusing on where your audience is by being present on social media and online platforms. It emphasizes using an inbound marketing approach to generate leads and sales through content like blogging. It also stresses building an awesome marketing team that works together across different departments using a funnel approach. The document concludes by advising marketers to simplify their systems and processes.

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

2. 1
STOP
INTERRUPTING
PEOPLE!

3. It’s Awesom
e.
3

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

5. % OF PEOPLE
WHO UNSUBSCRIBE % OF PEOPLE % OF DIRECT MAIL
FROM EMAIL WHO SKIP TV ADS NEVER OPENED
5

6. # OF US CITIZENS
200,000,000
300,000,000
# OF US CITIZENS
ON THE FTC’S
“DO NOT CALL” LIST
6

7. % 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

8. AVERAGE CLICK-THROUGH RATES
FOR PAID SEARCH WORLDWIDE
YANDEX
YAHOO!
GOOGLE
BING
8

9. 9

10. 2
BE
WHERE
YOUR
AUDIENCE
IS.

11. 78%
OF INTERNET
USERS
CONDUCT
PRODUCT
RESEARCH
ONLINE.
11

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

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

14. THIS IS YOUR NEW BUSINESS CARD.
14

15. 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

16. 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
Email
16
*WORLDWIDE

17. 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%
BLOGS
17

18. 3
GO INBOUND
(OR GO HOME!)

19. NOT AWESOME.
19

20. AWESOME!
20

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

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

23. 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-11
23

24. SOCIAL MEDIA REACH
TWITER + FACEBOOK + LINKED IN
HUBSPOT
135,678 SALESFORCE
56,299
EXACTTARGET
14,939
NETSUITE
5902
24

25. 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 CASTS
25

26. # OF LANDING PAGES AVG CONVERSION RATE
26

27. # OF OPT-IN EMAILS
& LEADS
27

28. BLOG.HUBSPOT.COM
# OF SUBSCRIBERS AVG LEAD CONVERSION RATE
28

29. HUBSPOT.COM/MTW
# OF VIEWS IN 1ST WEEK
29

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

31. 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 MONTH
31

32. 4
BUILD
AN
AWESOME
MARKETING
TEAM

33. Most agencies generate "
< 25% of revenue "
G from recurring sources.
S
D
33

34. Most agencies generate "
< 25% of revenue "
GETfrom recurring sources.
SHIT
DONE
34

35. Most agencies generate "
D < 25% of revenue "
from recurring sources.
A
R
C
35

36. Most agencies generate "
DIGITAL < 25% of revenue "
from recurring sources.
ANALYTICAL
REACH
CONTENT
36

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

38. 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 productivity
38

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

40. FAIL FAST.
EVOLVE FASTER.

41. ENCOURAGE
EXPERIMENTS.
41

42. DO OR DO NOT.
THERE IS NO ‘TRY’.

43. 5
SIMPLIFY!

44. EMAIL LANDING PAGES
WEBSITE
???
SEO
SALES TOOLS
44

45. LEAD EMAIL
NURTURING THE ULTIMATE
BLOG ALL-IN-ONE
MARKETING
SOCIAL WEBSITE
SOFTWARE.
MEDIA LANDING
PAGES
ANALYTICS
S
S ALES TOOL SEO
45

46. TRY HUBSPOT
FREE FOR 30 DAYS:
HUBSPOT.COM/FREE-TRIAL
46

47. THANK YOU!
47