HubSpot go-to-market strategy

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HubSpot go-to-market strategy

  1. 1. HUBSPOT GO TO MARKETNovember 2, 2012Mike VolpeCMO @ HubSpot@mvolpemvolpe@hubspot.com
  2. 2. All About HubSpotHubSpot all-in-one inbound marketing softwarehelps 8,000 companies in 46 countries attractmore leads and convert them into customerswith marketing people love.§  400 employees: 35 in marketing, 120 in sales§  Growing 80%+ annually, $50m+ revenue in 2012§  Hiring 60 people per quarter
  3. 3. HubSpot’s Monthly Funnel1,200,000 Visitors 100% 70% inside sales of deals originate w/marketing 60,000 Leads 15,000 MQLs 75% 15% Blog of leads are inbound 15% Social Media 15% SEO 100’s of 25% 15% House Email of leads are paid (PPC, social, display, etc.) 15% Marketing Grader Customers 15% CoMarketing
  4. 4. HubSpot’s Marketing Team Top of Funnel Middle of Product Mktg Brand & Buzz (10) Funnel (8) (6) (6)Results / Metrics Results / Metrics Results / Metrics Results / Metrics•  Website visitors •  Revenue pipeline $ •  Sales test scores •  Event attendance•  New contacts •  Sales goal % •  % sales selling and survey feedbackgenerated various features •  PR hits, brand traffic •  User testingActivity Activity Activity Activity•  Blog articles •  Lead nurturing •  Product content •  Events•  Ebooks & webinars •  Lead scoring •  Sales and other •  PR pitches•  Social engagement •  Sales coordination product training •  Videos & graphics•  Other content
  5. 5. Lessons Learned§  Inbound marketing leads are 50% cheaper and close at a 3x higher rate§  Employees have higher ROI than advertising spend§  Invest like a portfolio manager
  6. 6. Thank YouMike VolpeCMO @ HubSpot http://www.HubSpot.com/jobs@mvolpemvolpe@hubspot.com

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