Webinar Slides | Cilk Arts & Hub Spot
 

Webinar Slides | Cilk Arts & Hub Spot

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Ever wonder if Inbound Marketing & HubSpot's software really works? This slide deck chronicles how HubSpot customer Cilk Arts used inbound marketing to launch an entirely new technology startup and ...

Ever wonder if Inbound Marketing & HubSpot's software really works? This slide deck chronicles how HubSpot customer Cilk Arts used inbound marketing to launch an entirely new technology startup and grow it so fast that Intel decided to buy the company!

Content created by former Cilk Arts VP of Marketing, Ilya Mirman will articulate how:

-Betting on inbound marketing to launch a new company can work
-Creating & promoting remarkable content with a small team is possible
-How landing pages & CRM integration helped streamline lead management
-Key inbound marketing & social media lessons from the field

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Webinar Slides | Cilk Arts & Hub Spot Webinar Slides | Cilk Arts & Hub Spot Presentation Transcript

  • 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 View slide
  • What is Inbound Marketing? Get 1 Found 3 Analyze 2 Convert View slide
  • 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
  • Blog Metrics Engaged entire team Don’t know ahead of time Links drove search engine rank which topics will strike a chord © 2008 CILK ARTS, Inc. 9
  • Social Media ∙ Engaged bloggers in industry and academia ∙ Drove coverage, links, conference invites © 2008 CILK ARTS, Inc. 10
  • Thought Leadership & Awareness ∙ Grew a loyal following: Inbound Links > 6,200 inbound links > 600 Blog subscribers Blog Subscribers © 2008 CILK ARTS, Inc. 11
  • 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 Capture ∙ Translating content & traffic to Leads using Landing Pages © 2008 CILK ARTS, Inc. 13
  • 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
  • Salesforce.com + HubSpot © 2008 CILK ARTS, Inc. 15
  • 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