Making Money and Meaning With Inbound Marketing

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Making Money and Meaning With Inbound Marketing

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

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