Making
Money and
Meaning with
Inbound
Marketing
v4
@dharmesh
Founder/CTO, HubSpot
Hi, I’m @dharmesh
I work here
We love marketing.
I’ll use the term
“inbound marketing”
Feel free to run
a mental regex
and change it in your head.
Now, a
confession…
I’ve been meaning to speak at
con
for the past couple of years…
CRAP! You folks
are much smarter
on the how of
inbound
marketing.
But, the real reason:
I was a tad preoccupied
with a new startup.
Which involved the most
challenging startup branding
project of my career.
Jan 6, 2011
LAUNCHED
Sohan Shah
My co-founder
Yes, of course
he has his own twitter handle.
@sohan
For his 0th birthday,
he got a domain for a present:
sohan.com
Lets talk about domain names.
Most organizations
under-think
and under-invest
in their domain name.
It’s not about
keyword-richness, it’s about
processing fluency.
Instead of trying to
beat the brands,
why not
become the
brand?
The story
about some
curious
activity on
Quora.
This one
required some
sleuthing…
It started with a question I posted…
No biggie.
Life went on.
Then I get this email from Quora:
No biggie.
I go pose for a
fake photo of me
working at HubSpot.
So, I did a
tough
interrogation
of this “jonny”
(i.e. sent him an email)
Here’s Jonny!
Go places others won’t.
Do things others don’t.
#inbound12
Experiment early
and often.
There’s an early
mover
advantage.
How two
guys kicked
butt on
Slideshare
48
How many views does slideshare drive?
1,000+ if it’s pretty good.
10,000+ if it gets “featured”
25,000+ if it gets the “to...
These guys?
60,000
THE BEAUTIFUL PART:
The deck had already been
created. They just dusted it off.
(Oh, and they actually got 150,000 views
b...
52
In a world of increasing choices,
and decreasing trust,
openness wins.
Know the most successful piece of
content HubSpot has ever
published?
CULTURE
CODE
CultureCode.com
v22 13.05.16
780,000 views
Time-check.
Dharmesh: Take a deep
breath, dude.
Now, lets talk about metrics.
(This is an advanced inbound conference)
Balance brand
and
performance
@avinash
VANITY METRICS HAVE VALUE.
THEY CAN MOTIVATE POSITIVE
BEHAVIORS.
Think beyond customer lifetime value.
Think human lifetime value.
It’s time for a
revolution.
MOST STARTUP
MARKETING
STILL STINKS.
STARTUP MARKETING
IS OFTEN QUITE
EMBARASSING
Bad marketing does not
just create zero return.
It creates negative return.
It damages businesses
and destroys brands.
WHY?
“I’m just going
to
build a great
product.”
Marketing is not just about
creating leads and
closing transactions.
YOU
SHOULDN’T
SELL A
PRODUCT,
YOU SHOULD
DELIVER AN
EXPERIENCE.
NOW LETS TALK ABOUT MICRO
AND MACRO ECONOMICS
I’d love to talk about IPOs and M&A
and the $5 Billion+
tossed around.
ENGINEER VS. MARKETER
Engineers
are not
typists.
Engineers create things,
exercise judgment,
work to get leverage.
Marketers create things,
exercise judgment,
work to get leverage.
So, why are engineers
worth paid so much more?
Why are agencies acquired for so
much less than software
companies?
WHY?
Because we are being too narrow,
and too focused on optimization.
We are obsessed with tactics
and ignoring strategy and c...
Good marketers play a
relative game. They
work to be better.
Great marketers
play the absolute
game.
They don’t work to
just be better, they
want to be
amazing.
Now, closing out…
The best advice I can give you…
HUMANIZE
the entire inbound experience
This is our
time to shine.
Lets make
marketing a
noble
profession.
THANKS
@dharmesh
dharmesh@hubspot.com
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
Making Money and Meaning With Inbound Marketing
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Making Money and Meaning With Inbound Marketing

  1. 1. Making Money and Meaning with Inbound Marketing v4 @dharmesh Founder/CTO, HubSpot
  2. 2. Hi, I’m @dharmesh I work here
  3. 3. We love marketing.
  4. 4. I’ll use the term “inbound marketing” Feel free to run a mental regex and change it in your head.
  5. 5. Now, a confession…
  6. 6. I’ve been meaning to speak at con for the past couple of years…
  7. 7. CRAP! You folks are much smarter on the how of inbound marketing.
  8. 8. But, the real reason: I was a tad preoccupied with a new startup.
  9. 9. Which involved the most challenging startup branding project of my career.
  10. 10. Jan 6, 2011 LAUNCHED Sohan Shah
  11. 11. My co-founder
  12. 12. Yes, of course he has his own twitter handle. @sohan
  13. 13. For his 0th birthday, he got a domain for a present: sohan.com
  14. 14. Lets talk about domain names.
  15. 15. Most organizations under-think and under-invest in their domain name.
  16. 16. It’s not about keyword-richness, it’s about processing fluency.
  17. 17. Instead of trying to beat the brands, why not become the brand?
  18. 18. The story about some curious activity on Quora.
  19. 19. This one required some sleuthing…
  20. 20. It started with a question I posted…
  21. 21. No biggie. Life went on.
  22. 22. Then I get this email from Quora:
  23. 23. No biggie. I go pose for a fake photo of me working at HubSpot.
  24. 24. So, I did a tough interrogation of this “jonny” (i.e. sent him an email)
  25. 25. Here’s Jonny!
  26. 26. Go places others won’t. Do things others don’t.
  27. 27. #inbound12 Experiment early and often. There’s an early mover advantage.
  28. 28. How two guys kicked butt on Slideshare
  29. 29. 48
  30. 30. How many views does slideshare drive? 1,000+ if it’s pretty good. 10,000+ if it gets “featured” 25,000+ if it gets the “top” slot
  31. 31. These guys? 60,000
  32. 32. THE BEAUTIFUL PART: The deck had already been created. They just dusted it off. (Oh, and they actually got 150,000 views but 90,000 of them were from my blog)
  33. 33. 52
  34. 34. In a world of increasing choices, and decreasing trust, openness wins.
  35. 35. Know the most successful piece of content HubSpot has ever published?
  36. 36. CULTURE CODE CultureCode.com v22 13.05.16
  37. 37. 780,000 views
  38. 38. Time-check. Dharmesh: Take a deep breath, dude.
  39. 39. Now, lets talk about metrics. (This is an advanced inbound conference)
  40. 40. Balance brand and performance @avinash
  41. 41. VANITY METRICS HAVE VALUE. THEY CAN MOTIVATE POSITIVE BEHAVIORS.
  42. 42. Think beyond customer lifetime value. Think human lifetime value.
  43. 43. It’s time for a revolution.
  44. 44. MOST STARTUP MARKETING STILL STINKS.
  45. 45. STARTUP MARKETING IS OFTEN QUITE EMBARASSING
  46. 46. Bad marketing does not just create zero return. It creates negative return. It damages businesses and destroys brands.
  47. 47. WHY?
  48. 48. “I’m just going to build a great product.”
  49. 49. Marketing is not just about creating leads and closing transactions.
  50. 50. YOU SHOULDN’T SELL A PRODUCT, YOU SHOULD DELIVER AN EXPERIENCE.
  51. 51. NOW LETS TALK ABOUT MICRO AND MACRO ECONOMICS
  52. 52. I’d love to talk about IPOs and M&A and the $5 Billion+ tossed around.
  53. 53. ENGINEER VS. MARKETER
  54. 54. Engineers are not typists.
  55. 55. Engineers create things, exercise judgment, work to get leverage.
  56. 56. Marketers create things, exercise judgment, work to get leverage.
  57. 57. So, why are engineers worth paid so much more?
  58. 58. Why are agencies acquired for so much less than software companies?
  59. 59. WHY?
  60. 60. Because we are being too narrow, and too focused on optimization. We are obsessed with tactics and ignoring strategy and culture.
  61. 61. Good marketers play a relative game. They work to be better.
  62. 62. Great marketers play the absolute game. They don’t work to just be better, they want to be amazing.
  63. 63. Now, closing out… The best advice I can give you…
  64. 64. HUMANIZE the entire inbound experience
  65. 65. This is our time to shine. Lets make marketing a noble profession.
  66. 66. THANKS @dharmesh dharmesh@hubspot.com

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