3. 1 Our Marketing Philosophy
2 The Story from 2007 to 2011
3 Building an Inbound Marketing Machine
4 The New Marketing Team
5 Measuring Marketing
Agenda
7. 86%
skip TV ads
44%
of direct mail is
never opened
91%
unsubscribe
200m
Say DO NOT CALL
7
8. Be more
inbound to
draw people in
at all stages of
the sales and
marketing
process.
“Here’s some exceptional
content, useful data &/or
awesome service. Enjoy.”
21. 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.
34. 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
35. Social Media
165,000 followers
105,000 likes
76,000 group members
36. Social Media
Top 3 165,000 followers
source
of leads
105,000 likes
76,000 group members
37. Social Media
7-10%
Lead conversion rate
165,000 followers
105,000 likes
76,000 group members
43. SUMMARY
Get 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
44. SUMMARY
Convert
• 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
53. 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
68. • Based in Cambridge, MA
• 300+ employees
ABOUT • 6,000 customers in 43 countries
• #2 Fastest Growing Software Company
• #17 Most Promising Company
• Backed by:
68
69. 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
70. All-in-One Free & Instant
Marketing 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
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.
