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Making Money and Meaning With Inbound Marketing
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Making Money and Meaning With Inbound Marketing

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Slides from MozCon 2013 talk. …

Slides from MozCon 2013 talk.

Note: These slides were meant to be presented, not read -- so likely won't make sense unless you heard the talk.

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  • 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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