Webinar Slides | Cilk Arts & Hub Spot

Inbound Marketing Launches Startup Leads & Revenues: Cilk Arts Featuring: Ilya Mirman, Former VP Marketing, Cilk Arts Moderator: Kirsten Knipp, Product Evangelism

Agenda • Who are HubSpot & Cilk Arts • Cilk Arts Inbound Marketing Success • Betting on Inbound Marketing Leverage • Creating & Promoting Remarkable Content • Landing Pages & CRM Integration for Streamlined Lead Gen • Inbound Marketing & Social Media Lessons • HubSpot & Salesforce.com Example • Closed Loop Marketing: Manage Leads with CRM Integrations • Q&A

HubSpot | Inbound Marketing System • Inbound Marketing Experts providing software & services to help grow your small to medium sized business • Founded: July 2006 by Dharmesh Shah & Brian Halligan • Grew out of research at MIT • 2,000+ customers, 100+ employees • Global Headquarters: Cambridge, MA

What is Inbound Marketing? Get 1 Found 3 Analyze 2 Convert

Cilk Arts, Inc* Mission: To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors. Our Goal: Own a multicore programming standard  Cilk++ Runtime on every processor  Cilk++ used by all C/C++ multi-coders [*July 2009: Cilk Arts acquired by Intel] © 2008 CILK ARTS, Inc. 5

Go To Market Approach ∙ Open source business model  Low-touch, low-cost sales model  Broad awareness, trial, adoption ∙ Big bet on Inbound Marketing  No sales people  Hired 1 marketer (me) 8 months before shipping product to implement Inbound Marketing approach ∙ Blog as primary marketing vehicle  Entire team contributed (~1 post per week)  Helped us engage with the developers we hoped to serve; understand what content they’re interested in © 2008 CILK ARTS, Inc. 6

Results ∙ Reached over 100,000 developers ∙ Traffic and awareness matched or exceeded competitors ∙ >3,000 leads ∙ >1,000 downloads ∙ >6,200 inbound links ∙ >600 blog subscribers ∙ Adoption at >300 universities worldwide © 2008 CILK ARTS, Inc. 7

Content is King ∙ Blog was primary vehicle ∙ Entire team contributed ∙ Repurposed content in multiple ways  e-Book  Short YouTube videos  Online courses  2-day training workshop © 2008 CILK ARTS, Inc. 8

Organic SEO ∙ Web site optimized for long tail of relevant search terms  40% of traffic from search  High rank for ~300 relevant phrases ∙ Ongoing maintenance to optimize popular pages for key terms Keywords w/high Google rank © 2008 CILK ARTS, Inc. 12

Lead Management ∙ 3000+ Leads ∙ 1 Sales & 1 Marketing person managed it all ∙ Even engaged engineers with lead alerts ∙ Key: Closed Loop Marketing & CRM Integration Leads CRM Marketing Sales © 2008 CILK ARTS, Inc. 14

Visitors & Sources published eBook; Posted Cilk++ docs; Pilot campaign Pilot campaign to IEEE to quant community finance community ∙ Healthy mix of traffic from organic search and key social media sites © 2008 CILK ARTS, Inc. 16

Inbound Marketing & Social Media Lessons Do… ∙ Get your whole organization engaged in contributing content ∙ Be real, be genuine ∙ Build an editorial calendar with a broad set of interesting, valuable content, targeted at key personas ∙ Leverage content in many ways (Blog, e-Books, Tutorials, YouTube, SlideShare, etc.) ∙ Use Closed Loop Marketing to get a single view of your funnel so Sales & Marketing can work as an efficient team Don’t… ∙ …be a blatant, self-centered commercial ∙ …focus on just one topic ∙ …make your blog your only social media effort; instead, spend time on other blogs, community sites, and contribute ∙ …worry about slow periods (# of visitors,# of subscribers, # of comments) © 2008 CILK ARTS, Inc. 17

Learn how HubSpot can grow your sales • Inbound Marketing applies to virtually any business • It’s not rocket science, but the right tools & methodology can catapult you to success

Backup Materials

Strong University Pull • Downloads from >300 universities • Strong interest at universities to use Cilk++ in concurrent programming classes • Cilk Arts developed a rich set of course materials • Incorporated into the curriculum at >10 universities

Strong University Pull • Alabama Supercomputer Center • Iran University of Science and Technology ∙ Universidade Federal do Rio de Janeiro • American University of Beirut • Istituto Nazionale di Fisica Nucleare (Italy) ∙ Federal University of Rio Grande • Aristotle University of Thessaloniki • Korea University ∙ Universidade federal do Paraná • Auburn University Montgomery • Maharishi University of Management ∙ Universitaet Karlsruhe ∙ Universidad DaVinci • Augustana College • MIT ∙ Universita' di Padova • Beijing Genomics Institute • Muffakham Jah College of Engineering ∙ Universiti Teknologi Malaysia • Ben-Gurion University of the Negev and Technology ∙ University of Arizona • • MSU-Iligan Institute of Technology Birla Institute Of Technology and Science ∙ University of California, Santa Barbara • Bourgas Free University • National Technical University of Ukraine ∙ University of Innsbruck • Cairo University • National University of Singapore ∙ University of Ioannina • Carleton University • National University of Sciences & ∙ University of Iowa • Carnegie Mellon Technology, Pakistan ∙ University of Kentucky • Cummins College of Engineering • New Bulgarian University ∙ University of Leeds • Czech Technical University in Prague • Old Dominion University ∙ University of Michigan • Deakin University (Australia) • Pardee RAND Graduate School ∙ University Of Salento • Politecnico di Torino ∙ University of Otago • Delft University of Technology • Polytechnic University of Puerto Rico ∙ University of Ottawa • Democritus University Of Thrace (Greece) • Queensland Univesity of Technology ∙ University of Oulu • Drexel University ∙ University of Santiago de Chile • • Rice University Georgia Institute of Technology ∙ The University of Sheffield • • Royal Institute of Technology (Sweden) GuangDong University of Technology ∙ University of Southern California • Sabanci University (Turkey) • Ghulam Ishaq Khan Institute ∙ University of Toronto • Gulf Coast Academic Supercomputing • Syracuse University ∙ University of Utah • Hacettepe University (Turkey) • Tampere University of Tech ∙ University of Western Ontario • Helmholtz Center for Environmental • Tel-Aviv University ∙ University of Wisconsin – Platteville Research • TU Delft ∙ University of Wollongong • Hong Kong University of Science & • TU München ∙ Utah State University Technology • UC-Los Angeles ∙ VIT University India) • Indian Institute of Technology • UC-Santa Barbara ∙ Washington State University • Indian Institute of Technology Madras • Universidad Vasco de Quiroga ∙ Xi'an Jiaotong University (China) • Institute of Computing Technology, ∙ Zhejiang University Chinese Academy of Sciences

Open Source Traffic Ranks • Carefully monitored and acted on competitive metrics (traffic, inbound links, keyword ranks, etc.) OpenMP OpenMP Cilk Arts TBB Cilk Arts

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Webinar Slides | Cilk Arts & Hub Spot

by HubSpot All-in-one Marketing Software on Jan 22, 2010

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