Webinar Speakers
          Don Draper
          Sterling Cooper Draper Pryce


          Peggy Olson (@PeggyOlson)
       ...
We are unable to locate
Don Draper at this time.

   (Perhaps he’s in
    Palm Springs?)
What did you say?




       Answers from over 250 of the 600+ webinar registrants.
Which character do you aspire to be?



 “Betty Draper; so much hidden emotion
    behind those puffs off a cigarette.”
Which character do you aspire to be?



   “Joan... always cool and classy. She
             quietly gets it done!”
Which character do you aspire to be?



      “DON DRAPER!! But I'd love
   a body like Joan Holloway Harris...”
Which character do you aspire to be?



          “Don Draper, but in
         Betty Draper's body.”
Which character do you aspire to be?



        “Peggy Olson's lover ;-)”
Which character do you aspire to be?



    “The 1st black ad man at Sterling
          Cooper Draper Bryce”
Which character do you aspire to be?



  “Harry Crane - he had the foresight to
    start the TV division, like HubSpot
 ...
Which character do you aspire to be?



  “I don't know, but if anyone says Pete
    Campbell, you should uninvite them
  ...
Marketing is Changing

    1950 - 2000         2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
                               800-555-1234
                               Annoying
         ...
The Good News…

                 Inbound Marketing:
                 Get Found using Google,
                 Social Media...
“If you have more money than
brains, use outbound marketing.
  If you have more brains than
money, use inbound marketing”
...
Agenda: Case Studies


 • Gillette 1960 vs. Old Spice 2010

 • Gordon’s 1960 vs. Captain Morgan 2010

 • Dodge 1960 vs. Fo...
vs.


1960         2010
Gillette 1960’s




                  http://www.youtube.com/watch?v=aOfGrbgyXo4
Gillette 1960’s

 • Tells you what the product does
 • Implies other benefits (Get the girl!
   Own a sailboat!)
 • No con...
Old Spice 2010
Old Spice 2010
Old Spice 2010
Old Spice 2010
Old Spice 2010
Old Spice 2010
Old Spice 2010

 • Tells you what the product does
 • Implies other benefits (Get the girl!
   Own a sailboat!)
 • Convers...
vs.


1960         2010
Gordon’s 1960
Gordon’s 1960

 • Tells you what the product does
 • Implies other benefits (Be an
   individual! Be manly!)
 • No convers...
Captain Morgan 2010
Captain Morgan 2010
Captain Morgan 2010
Captain Morgan 2010

     Prank Call Your Friends
Captain Morgan 2010

 •   Conversation
 •   Engagement
 •   No filtering or censorship
 •   Attracts fans and consumers
 •...
vs.


1960         2010
Dodge 1960
Dodge 1960

 •   Tells you what the product does
 •   No conversation
 •   No engagement
 •   Outbound, paid, interruptive...
Ford 2010
Ford 2010
Ford 2010

 •   User generated content
 •   No filtering or censorship
 •   Conversation
 •   Engagement
 •   Inbound, fre...
Suggested Next Steps

 • Read the “Inbound Marketing” Book

 • Grade your website:
   www.WebsiteGrader.com

 • Additional...
Thank You “Peggy”
     Peggy Olson (@PeggyOlson)
     Sterling Cooper Draper Pryce



              is
     Carrie Bugbee ...
Who is HubSpot?
160+ Employees in Cambridge, MA (MIT)
        $33m in VC (3 rounds)
  SaaS for Marketing at $3K-15K/year
Complicated &     Easy &
  Confusing     Integrated
Growth



            3,000
          Customers



Q1 2007               Q2 2010
Blog & Social Media

                      • Business Blog
                        Software
                      • Blog A...
Search Optimization

                      • Keyword Grader
                      • Link Grader
                      • Pa...
Email Marketing & Lead Nurturing

                    • Email Marketing
                    • Lead Nurturing
Lead Generation

                  •   Landing Pages
                  •   Lead Intelligence
                  •   Lead Al...
Competitor Tracking
Marketing Analytics




    • Assess the effectiveness of your marketing on a
      campaign-by-campaign level
    • Optim...
Proven ROI by 3,000+ Customers

     Cilk Arts Increases Leads 500%


     Makana Solutions 3x Leads, 2x Conversions


   ...
Thank You
 Carrie Bugbee (@CarriBugbee)
 Big Deal PR


 Mike Volpe (@mvolpe)
 HubSpot


 Jeanne Hopkins (@JeanneHopkins)
 ...
Mad Men: The Webinar
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Mad Men: The Webinar

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What has changed since 1960? What's the same? This webinar will review different marketing topics and present both the 1960's point of view (by Sterling Cooper) and the 2010 point of view (by HubSpot).

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Mad Men: The Webinar

  1. 1. Webinar Speakers Don Draper Sterling Cooper Draper Pryce Peggy Olson (@PeggyOlson) Sterling Cooper Draper Pryce Mike Volpe (@mvolpe) HubSpot Jeanne Hopkins (@JeanneHopkins) HubSpot Sponsors:
  2. 2. We are unable to locate Don Draper at this time. (Perhaps he’s in Palm Springs?)
  3. 3. What did you say? Answers from over 250 of the 600+ webinar registrants.
  4. 4. Which character do you aspire to be? “Betty Draper; so much hidden emotion behind those puffs off a cigarette.”
  5. 5. Which character do you aspire to be? “Joan... always cool and classy. She quietly gets it done!”
  6. 6. Which character do you aspire to be? “DON DRAPER!! But I'd love a body like Joan Holloway Harris...”
  7. 7. Which character do you aspire to be? “Don Draper, but in Betty Draper's body.”
  8. 8. Which character do you aspire to be? “Peggy Olson's lover ;-)”
  9. 9. Which character do you aspire to be? “The 1st black ad man at Sterling Cooper Draper Bryce”
  10. 10. Which character do you aspire to be? “Harry Crane - he had the foresight to start the TV division, like HubSpot had the foresight to value social media”
  11. 11. Which character do you aspire to be? “I don't know, but if anyone says Pete Campbell, you should uninvite them to this webinar.”
  12. 12. Marketing is Changing 1950 - 2000 2000 - 2050
  13. 13. Outbound Marketing
  14. 14. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson
  15. 15. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
  16. 16. “If you have more money than brains, use outbound marketing. If you have more brains than money, use inbound marketing” -- Guy Kawasaki
  17. 17. Agenda: Case Studies • Gillette 1960 vs. Old Spice 2010 • Gordon’s 1960 vs. Captain Morgan 2010 • Dodge 1960 vs. Ford 2010
  18. 18. vs. 1960 2010
  19. 19. Gillette 1960’s http://www.youtube.com/watch?v=aOfGrbgyXo4
  20. 20. Gillette 1960’s • Tells you what the product does • Implies other benefits (Get the girl! Own a sailboat!) • No conversation • No engagement • You are unable to not watch • Outbound, paid, interruptive media
  21. 21. Old Spice 2010
  22. 22. Old Spice 2010
  23. 23. Old Spice 2010
  24. 24. Old Spice 2010
  25. 25. Old Spice 2010
  26. 26. Old Spice 2010
  27. 27. Old Spice 2010 • Tells you what the product does • Implies other benefits (Get the girl! Own a sailboat!) • Conversation • Engagement • Attracts fans and consumers • Inbound, free, sharable media
  28. 28. vs. 1960 2010
  29. 29. Gordon’s 1960
  30. 30. Gordon’s 1960 • Tells you what the product does • Implies other benefits (Be an individual! Be manly!) • No conversation • No engagement • Outbound, paid, interruptive media
  31. 31. Captain Morgan 2010
  32. 32. Captain Morgan 2010
  33. 33. Captain Morgan 2010
  34. 34. Captain Morgan 2010 Prank Call Your Friends
  35. 35. Captain Morgan 2010 • Conversation • Engagement • No filtering or censorship • Attracts fans and consumers • Inbound, free, sharable media
  36. 36. vs. 1960 2010
  37. 37. Dodge 1960
  38. 38. Dodge 1960 • Tells you what the product does • No conversation • No engagement • Outbound, paid, interruptive media
  39. 39. Ford 2010
  40. 40. Ford 2010
  41. 41. Ford 2010 • User generated content • No filtering or censorship • Conversation • Engagement • Inbound, free, sharable media
  42. 42. Suggested Next Steps • Read the “Inbound Marketing” Book • Grade your website: www.WebsiteGrader.com • Additional Free Resources: www.HubSpot.com/marketing-hubs
  43. 43. Thank You “Peggy” Peggy Olson (@PeggyOlson) Sterling Cooper Draper Pryce is Carrie Bugbee (@CarriBugbee) Big Deal PR
  44. 44. Who is HubSpot? 160+ Employees in Cambridge, MA (MIT) $33m in VC (3 rounds) SaaS for Marketing at $3K-15K/year
  45. 45. Complicated & Easy & Confusing Integrated
  46. 46. Growth 3,000 Customers Q1 2007 Q2 2010
  47. 47. Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing
  48. 48. Search Optimization • Keyword Grader • Link Grader • Page Grader
  49. 49. Email Marketing & Lead Nurturing • Email Marketing • Lead Nurturing
  50. 50. Lead Generation • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling
  51. 51. Competitor Tracking
  52. 52. Marketing Analytics • Assess the effectiveness of your marketing on a campaign-by-campaign level • Optimize resource allocation to maximize sales
  53. 53. Proven ROI by 3,000+ Customers Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads www.HubSpot.com/ROI
  54. 54. Thank You Carrie Bugbee (@CarriBugbee) Big Deal PR Mike Volpe (@mvolpe) HubSpot Jeanne Hopkins (@JeanneHopkins) HubSpot
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