Inbound Marketing:More Customers for Less Money
I’m Mike Volpe.Nice to meet you.@mvolpeCMO @HubSpot
1   Our Marketing Philosophy2   The Story from 2007 to 20113   Building an Inbound Marketing Machine4   The New Marketing ...
Our    Marketing1   Philosophy
For decades, marketing focusedon pushing messages out.
86% skip TV ads 44% of direct mail is  never opened  91% unsubscribe200mSay DO NOT CALL                     7
Be moreinbound todraw people inat all stages ofthe sales andmarketingprocess.             “Here’s some exceptional        ...
Renting anAudience…
...vs Building Assets
How
InboundMarketingWORKS.
1     Get Found73%of B2B executives usesearch engines to findgoods & services fortheir business.
2   Convert
3   Analyze
1   Get Found                   ( INBOUND )                   MARKETING                                 2   Convert     3 ...
The Story    from 20072   to 2011
10                  Beta Customers                              2                    Leads Per DayCirca 2007              ...
Customers                                    5961                               3855                      1150            ...
Leads
Employees                                     304                             176                      96               42...
2011: Our BIGGEST Year Yet    Mar 8     May 19                      Jul 12                     Sep 15                    N...
Building    an Inbound2   Marketing    Machine
Personas
Build Marketing Assets• Blog• Free Tools• Podcast• Videos• Photos• Presentations• eBooks• News Releases
Your competition is not who you think it is.
MarketingGrader• Free interactive tool• 4 million users• Great PR coverage• 50,000+ visitors  from StumbleUpon• 500,000+ o...
Blog.HubSpot.com
Blog.HubSpot.com  Top 3  source  of leads
Blog.HubSpot.com             10%             visit             HubSpot.com
Blog.HubSpot.com                   10-20%                   Lead conversion rate
55% more website visitorsfor companies that blog.
79% more Twitter followers                           for companies that blog.Image credit: netzkobold
MarketingUpdatePodcast• 1-2k views /episode• 300,000 total views• Top 5 marketing  podcast in iTunes
B2B Music Video• 10,000 views 1st day• Page 1 for “inbound  marketing”• Page 1 for “marketing”  on YouTube• 3x increase in...
Social Media               165,000 followers                       105,000 likes               76,000 group members
Social Media  Top 3        165,000 followers  source  of leads                       105,000 likes               76,000 gr...
Social Media                   7-10%                   Lead conversion rate               165,000 followers               ...
% Companies Acquiring Customersvia Social Channels   57%      48%     57%     42%
Targeted Calls-to-Action on All Content
1,200 Landing Pages                      45%                      conversion rate
50-90 Targeted eMails/Month
10+ Behavior-Based Lead Nurturing Series
SUMMARYGet Found•   2,800 blog articles, 9.4M views•   300 presentations, 1.3M views•   500 videos, 1M views•   180 podcas...
SUMMARYConvert•   5-7% overall conversion rate•   1,200 landing pages with 45%    conversion rate•   Hundreds of social me...
3   Analyze
The New    Marketing4   Team
ThePressReleaseHire
GSD
DARC : Digital
DARC : Analytical
DARC : Reach
DARC : Content
Organizing the New Marketing Team                            Marketing   Get Found         Convert                        ...
Measuring5   Marketing
Data is your friend.
Measure each stageof your sales& marketingprocess.      VISITS     PROSPECTS         LEADS            WO.           LEADS ...
Drill into each source to diagnose.         Visitors     Leads       SalesSEOSocialMedia
Set targets for each key metric.
Measure progress DAILY.                         100%                         80%    % Progress to Goal                    ...
Measure often.                 Evolve faster.
What isHubSpot?
+            +You candomarketingthis way.               +         +                              +            SEO Consulta...
Or youAll-in-One                     can doMarketing Software   marketing                     this way.                   ...
Search Engine                     Optimization                     Blogging &                     Social Media            ...
65
#17      66
Strategic investments.                    $32M
•   Based in Cambridge, MA        •   300+ employeesABOUT   •   6,000 customers in 43 countries        •   #2 Fastest Grow...
3         2000 7                        50+ 6                   15          0         days                                ...
All-in-One                             Free & InstantMarketing Software                                       Assessment o...
71
Inbound marketing AMA Webinar
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  • Source: Data from over 2,000 businsses - http://bit.ly/a6SrWh
  • But, blogging about your product is not the right strategy. You should blog about the things that most interest your target customer persona. Think like a media company – like Oprah – and think about what people want to read, not what you want them to read.
  • Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • Source: Data from over 2,000 businsses - http://bit.ly/a6SrWh
  • Source: survey of hundreds of businesses: HubSpot.com/ROI
  • Coke’s CMO – renter. Press Release hire.
  • This is a screenshot of my MONTHLY marketing report. It has over 110 slides in it, all graphs and tables of data. Each year, just marketing produces over 1500 pages of data/reports that we use to optimize and improve our business.
  • To diagnose problems or areas for improvement in the overall funnel, look at each source or campaign alone, and look at each of the stages for just that source. Comparing them can give you insights into trends and what you might do to improve.
  • For each of the metrics that you track, you need to set a goal or target for the future time periods. Even if inaccurate, it helps you target growth rates and figure out how fast you can grow.
  • If at all possible, measure you business monthly, not quarterly. If you measure monthly, you can evolve 12 times a year, 3 times faster than if you measure quarterly. Evolving your business faster means you can test more, learn more and improve more. Startups need to test and learn quickly, while the cost to do so is low.
  • Inbound marketing AMA Webinar

    1. Inbound Marketing:More Customers for Less Money
    2. I’m Mike Volpe.Nice to meet you.@mvolpeCMO @HubSpot
    3. 1 Our Marketing Philosophy2 The Story from 2007 to 20113 Building an Inbound Marketing Machine4 The New Marketing Team5 Measuring Marketing Agenda
    4. Our Marketing1 Philosophy
    5. For decades, marketing focusedon pushing messages out.
    6. 86% skip TV ads 44% of direct mail is never opened 91% unsubscribe200mSay DO NOT CALL 7
    7. Be moreinbound todraw people inat all stages ofthe sales andmarketingprocess. “Here’s some exceptional content, useful data &/or awesome service. Enjoy.”
    8. Renting anAudience…
    9. ...vs Building Assets
    10. How
InboundMarketingWORKS.
    11. 1 Get Found73%of B2B executives usesearch engines to findgoods & services fortheir business.
    12. 2 Convert
    13. 3 Analyze
    14. 1 Get Found ( INBOUND ) MARKETING 2 Convert 3 Analyze
    15. The Story from 20072 to 2011
    16. 10 Beta Customers 2 Leads Per DayCirca 2007 5 Employees $x Small seed investment by Founder 17
    17. Customers 5961 3855 1150 317 48 3 2006 2007 2008 2009 2010 2011
    18. Leads
    19. Employees 304 176 96 42 15 3 2006 2007 2008 2009 2010 2011
    20. 2011: Our BIGGEST Year Yet Mar 8 May 19 Jul 12 Sep 15 Nov 30 Mike Volpe HubSpot App 1,000 HubSpot America’s 20 Most named CMO. Marketplace launches. customers & partners Promising Companies attend HUGS, the 2011 by Forbes. HubSpot User Group Summit. May 20 names Co-Founder & CTO Dharmesh Shah the Top Innovator in High Tech. Jun 9 Aug 18 Oct 19 Dec 6 HubSpot wins BBJ’s HubSpot acquires #8 Fastest Growing HubSpot Launches Top Places to Work Company in North Free Marketing Grader 2011 Award, 2nd year in a America. tool to Replace Website row. Grader. Aug 23 Jun 16 #2 Fastest Growing Software Company & HubSpot acquires #33 Fastest Growing HubSpot Company overall. Milestones Jun 17 Aug 24 CEO Brian Halligan HubSpot sets the named Ernst & Y oung world record for Entrepreneur of the Largest Online Year. Marketing Seminar with 10,899 attendees.
    21. Building an Inbound2 Marketing Machine
    22. Personas
    23. Build Marketing Assets• Blog• Free Tools• Podcast• Videos• Photos• Presentations• eBooks• News Releases
    24. Your competition is not who you think it is.
    25. MarketingGrader• Free interactive tool• 4 million users• Great PR coverage• 50,000+ visitors from StumbleUpon• 500,000+ opt-in emails
    26. Blog.HubSpot.com
    27. Blog.HubSpot.com Top 3 source of leads
    28. Blog.HubSpot.com 10% visit HubSpot.com
    29. Blog.HubSpot.com 10-20% Lead conversion rate
    30. 55% more website visitorsfor companies that blog.
    31. 79% more Twitter followers for companies that blog.Image credit: netzkobold
    32. MarketingUpdatePodcast• 1-2k views /episode• 300,000 total views• Top 5 marketing podcast in iTunes
    33. B2B Music Video• 10,000 views 1st day• Page 1 for “inbound marketing”• Page 1 for “marketing” on YouTube• 3x increase in searches for “inbound marketing” http://www.youtube.com/watch?v=4-lGe5MnBlY
    34. Social Media 165,000 followers 105,000 likes 76,000 group members
    35. Social Media Top 3 165,000 followers source of leads 105,000 likes 76,000 group members
    36. Social Media 7-10% Lead conversion rate 165,000 followers 105,000 likes 76,000 group members
    37. % Companies Acquiring Customersvia Social Channels 57% 48% 57% 42%
    38. Targeted Calls-to-Action on All Content
    39. 1,200 Landing Pages 45% conversion rate
    40. 50-90 Targeted eMails/Month
    41. 10+ Behavior-Based Lead Nurturing Series
    42. SUMMARYGet Found• 2,800 blog articles, 9.4M views• 300 presentations, 1.3M views• 500 videos, 1M views• 180 podcast episodes, 300K views• 150 webinars, 300K views• 1,000’s keywords driving SEO traffic
    43. SUMMARYConvert• 5-7% overall conversion rate• 1,200 landing pages with 45% conversion rate• Hundreds of social media messages / month• 50-90 segmented and targeted emails / month• 10+ behavior-based lead nurturing series• Intelligence about lead behavior drives alerts for sales team• 10,000 MQLs given to sales each month
    44. 3 Analyze
    45. The New Marketing4 Team
    46. ThePressReleaseHire
    47. GSD
    48. DARC : Digital
    49. DARC : Analytical
    50. DARC : Reach
    51. DARC : Content
    52. Organizing the New Marketing Team Marketing Get Found Convert Product Dev Team Team Team Marketing Blogs Lead Nurturing Sales Support Free Tools Videos Lead Scoring & Training Webinars Landing Page Demo Videos Presentations Optimization Product Info Promotion of Paid Lead Free Tools Generation
    53. Measuring5 Marketing
    54. Data is your friend.
    55. Measure each stageof your sales& marketingprocess. VISITS PROSPECTS LEADS WO. LEADS OPPS CUST
    56. Drill into each source to diagnose. Visitors Leads SalesSEOSocialMedia
    57. Set targets for each key metric.
    58. Measure progress DAILY. 100% 80% % Progress to Goal 60% Actual Goal 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
    59. Measure often. Evolve faster.
    60. What isHubSpot?
    61. + +You candomarketingthis way. + + + SEO Consultants
    62. Or youAll-in-One can doMarketing Software marketing this way. 63
    63. Search Engine Optimization Blogging & Social Media Lead Generation LeadAll-in-One ManagementMarketing Software Email & Automation Marketing Analytics 64
    64. 65
    65. #17 66
    66. Strategic investments. $32M
    67. • Based in Cambridge, MA • 300+ employeesABOUT • 6,000 customers in 43 countries • #2 Fastest Growing Software Company • #17 Most Promising Company • Backed by: 68
    68. 3 2000 7 50+ 6 15 0 days breakout inspiring small reasons inbound learning sessions keynotes group not to marketing tracks workshops GO! professionals REGISTER TODAY! http://inbound2012.eventbrite.com/www.InboundConference.com
    69. All-in-One Free & InstantMarketing Software Assessment of Your Marketing: http://Marketing.Grader.com Mike Volpe Twitter.com/mvolpe Facebook.com/mvolpe Linkedin.com/in/mikevolpe mvolpe@HubSpot.com www.HubSpot.com 70
    70. 71

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