How to Use HubSpot To Manage Your Brand Online

How to Use HubSpot Software to Manage Your Brand Online
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe

Who is HubSpot?
Founded: 2006
Team: 90 (15 MIT)
A: $5m General Catalyst
B: $12m Matrix Partners
Outside Director:
Gail Goodman, CEO Constant Contact (CTCT)

Outbound Marketing

Outbound Marketing is Broken
800-555-1234
Annoying
Salesperson

Marketing Has Changed
1950 - 2000
2000 - 2050

The Good News!

Inbound Marketing

Proven ROI of Inbound Marketing
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
VocioPays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
www.HubSpot.com/ROI

Proven ROI of Inbound Marketing
www.HubSpot.com/ROI

Publish thought leadership
Build a community
Measure presence in search engines
Monitor articles & discussions
Participate in discussions
Measure results
Managing Your Brand Today

Publish Thought Leadership

Blogging is Thought Leadership

Interact with influencers – analysts & other thought leaders
Push your thought leadership to Google
Allow comments and discussion
Encourage subscriptions and sharing of your thought leadership

Business Blog Software
Easy to use, built for business
Built in, interactive optimization
Automatic publishing to email and social media
Encourages fans to share content
Business blog analytics

Subscribers & Visitors

Blog Article Performance

Build a Community

Community Building Software
Automatic notification of influencers you should follow
Simple subscription to your blog by RSS and Email
Notification of who is talking about your company
Track the size of your community

Measure Presence in Search Engines

Search Presence (SEO) Software
Track rank vs. competitors
Track overall presence in Google
Alerts about key rank changes
Data to target new terms intelligently

SEO Rankings

Monitor Articles and Discussions

Monitor Discussions with Software
Know who is talking about your company, products, executives
Know who is talking about your industry
Understand which comments have the most influence

Participate inDiscussions

Participate in Discussions w/ Software
Answer questions
Comment on blogs
Retweet your fans’ messages
Post to Twitter and Facebook
Track your social media interactions

Measure Results

Measure Social Media Software
Measure visitors, leads and conversion rates from social media
Measure sales from social media
Closed-loop-marketing for everyone

Metrics: Traffic, Leads, Customers

Metrics: Traffic, Leads and Customers
Visitors from Blog

Thank You!
www.HubSpot.com/Free-Trial
Mike Volpe
HubSpot VP Marketing
Twitter: @mvolpe