The HubSpot Story


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Mike Volpe, VP Marketing at HubSpot, will reveal all the tips and tricks that have enabled the company to grow to over 4,000 customers in just 4 years, becoming one of the fastest growing SaaS companies since Learn how how your blog can be your largest source of leads and sales, learn how you can generate leads at a 60% lower cost than your competition, and learn what marketing should do to provide more high quality inbound leads to your sales team.

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  • There are lots of enterprise marketing tools for multinational corporations. But these tools are overly complex, expensive and difficult to use. And you need a number of different tools to do marketing the way you should do it. HubSpot makes this all a lot easier, since we have built a powerful, but integrated suite of marketing tools that allows you to do all the different parts of marketing with one system. Easy and integrated.
  • Image tylerdurden1
  • Image: celinenadeau TV 2010: A Nationwide Study on VOD and DVRs. Leichtman Research Group, Inc.
  • Renting leads from other people (buying advertising) is not a long term strategy for lead generation. Renting is OK for experiments, and for transitions, and for testing. But it should not be the centerpiece of your long term strategy.
  • Instead, think about building a long term asset, just like the machinery in a factory. Build tools that will attract leads at a low cost while you sleep, and without additional cost per lead.
  • Examples of outbound marketing, or rented marketing are all different forms of advertising that do not help you build an asset that your company owns and controls. Inbound marketing helps you build assets that attract leads to your company at a low cost over time.
  • But, blogging about your product is not the right strategy. You should blog about the things that most interest your target customer persona. Think like a media company – like Oprah – and think about what people want to read, not what you want them to read.
  • Experience is not as important as you think. Things change and evolve fast, especially in marketing, that too much experience can actually be a liability because you might like older and less effective techniques. More than 2 years of experience might not add any additional value in terms of marketing techniques. (It does add value in terms of leadership and management and communication experience.)
  • We also look for DARC – Digital citizens who live their lives online
  • Analytical – people that make data driven decisions and think with an analytical mindset
  • Reach –people who have built a following and prove that their online presence has gravitational pull
  • Content – people who are natural content producers and are always creating more content naturally, without being pushed
  • Everyone in your company is part of the marketing team. The best thing you can do to empower people to help you market your company is communicate as much information as often as possible. We use a wiki to do this – it is the central internal communication hub for the company.May 2010:17,000 wiki page views2,000 editsAverage: 1,000 page views/day and 100 edits/dayAll time:3,500 total pages5,400 total comments
  • This is a screenshot of my MONTHLY marketing report. It has over 110 slides in it, all graphs and tables of data. Each year, just marketing produces over 1500 pages of data/reports that we use to optimize and improve our business.
  • To diagnose problems or areas for improvement in the overall funnel, look at each source or campaign alone, and look at each of the stages for just that source. Comparing them can give you insights into trends and what you might do to improve.
  • For each of the metrics that you track, you need to set a goal or target for the future time periods. Even if inaccurate, it helps you target growth rates and figure out how fast you can grow.
  • If at all possible, measure you business monthly, not quarterly. If you measure monthly, you can evolve 12 times a year, 3 times faster than if you measure quarterly. Evolving your business faster means you can test more, learn more and improve more. Startups need to test and learn quickly, while the cost to do so is low.
  • The HubSpot Story

    1. 1. The HubSpot StoryA B2B Marketing Case Study<br />Mike Volpe<br />VP Marketing @ HubSpot<br />Twitter: @mvolpe<br />
    2. 2. Who is HubSpot?<br />200+ Employees in Cambridge, MA (MIT)<br />$65m in VC (4 rounds)<br />SaaS for Marketing at $3K-18K/year<br />
    3. 3. Complicated & Confusing<br />Easy & Integrated<br />Landing<br />Pages<br />Analytics<br />Website<br />Sales<br />Tools<br />Email<br />Blog<br />Lead<br />Nurturing<br />Social<br />Media<br />SEO<br />
    4. 4. Our Marketing<br />Philosophy<br />
    5. 5. 86% of People Skip TV Ads<br /><br />
    6. 6. 44% of Direct Mail is<br />Never Looked At<br /><br />
    7. 7. 200,000,000 people<br />on the Do Not Call list (USA)<br />
    8. 8. 46% decline<br />in tech tradeshow spend in 2009<br />
    9. 9.
    10. 10.
    11. 11.
    12. 12.
    13. 13. Bring All the Pieces Together<br />Social Media<br />Marketing<br />Search Engine<br />Marketing<br />Content<br />Marketing<br />Conversion Marketing<br />Lead Nurturing<br />Sales Support<br />
    14. 14. The Story<br />from 2007<br />to 2011<br />
    15. 15. Q1 2007<br />10 beta customers<br />2-3 leads per day<br />5 people in company<br />Small seed investment by founder<br />
    16. 16. 35,000 Leads Per Month <br />
    17. 17. Q1 2007<br />Q1 2011<br />4,000 HubSpot Customers<br />
    18. 18. More Web Traffic Than<br />
    19. 19. Large Social Media Following<br />
    20. 20. New Strategic Investment<br />$32 Million<br />
    21. 21. Building Marketing<br />at<br />HubSpot<br />
    22. 22. HubSpot Marketing<br />Graders<br />Blog<br /><br />SEO<br />Paid $$<br />Social<br />Email List<br />Nurturing<br /> (Landing Page)<br />Leads<br />Scoring<br />Un-Qualified Leads<br />Nurturing<br />Qualified Leads<br />(SALES)<br />Nurturing<br />Did not buy<br />Demos / Customers<br />
    23. 23. Have You Met Your Personas?<br />Kadientphoto by: David Meerman Scott<br />
    24. 24. Build Marketing Assets<br />Blog<br />Free Tools<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
    25. 25. Your competition is NOT<br />who you think it is.<br />
    26. 26. Case Study: Website Grader<br />Free interactive tool<br />3.3 million users<br />Great PR coverage (TechCrunch, RWW)<br />50,000+ visitors from StumbleUpon<br />400,000+ opt-in emails & leads<br />
    27. 27. Case Study: HubSpot Blog<br />Top 3 source of leads<br />~10% visit company website<br />~10-20% lead conversion rate<br />
    28. 28. Case Study: HubSpot TV<br />Weekly video podcast<br />30-100 live viewers<br />160,000 total views<br />Top 5 marketing podcast in iTunes<br />Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan<br />
    29. 29. Case Study: B2B Music Video<br /><ul><li>Video</li></ul>40,000 views first week<br />10,000 views first day<br /><ul><li>Social Media</li></ul>#1 source = StumbleUpon<br />#2 source = Twitter<br />#3 source = Facebook<br /><ul><li>SEO</li></ul>Page 1 for “inbound marketing”<br />50+ inbound links to blog article<br /><br />
    30. 30. Hundreds of Landing Pages<br />
    31. 31. Tons of Content<br />1,600 blog articles, 4.8M views<br />260 presentations, 993K views<br />200 YouTube videos, 586K views<br />150 podcast episodes, 160K views<br />100 webinars, 125K views<br />
    32. 32. The New Marketing<br />Team<br />
    33. 33. 80% of my team had under 12 months experience in “marketing” when hired.<br />
    34. 34. GSD<br />Sharp<br />
    35. 35. D A R C : Digital<br />
    36. 36. D A R C : Analytical<br />
    37. 37. D A R C : Reach<br />
    38. 38. D A R C : Content<br />
    39. 39. Empower Employees by Sharing Info<br />
    40. 40. Organizing the New Marketing Team<br />
    41. 41. Measuring<br />Marketing<br />Flickr: Gunnar Bangsmoen<br />
    42. 42. Data is your friend. You can trust data.<br />
    43. 43. Measure each stage of your<br />sales and marketing process.<br />Visits<br />Prospects<br />Leads<br />Wo. Leads<br />Opps<br />Cust<br />
    44. 44. Drill into each source to diagnose.<br />…By Channel or Source<br />Visitors<br />Leads<br />Sales<br />SEO<br />Social<br />Media<br />
    45. 45. Set targets for all key metrics.<br />
    46. 46. Measure Progress to Targets Daily<br />
    47. 47. Measure often. Evolve faster.<br />
    48. 48. We’ve got lots to think about…<br />
    49. 49. Advice for the road ahead:<br />
    50. 50. Stop thinking like<br />an advertiser.<br />
    51. 51. Start thinking like a<br />publisher and socializer.<br />
    52. 52. Commit<br />to the new<br />inbound<br />strategy.<br />
    53. 53. Don’t dip your<br />toe in the water.<br />
    54. 54. Jump in ALL THE WAY.<br />
    55. 55. Thank<br />Mike Volpe<br />VP Marketing @ HubSpot<br /><br />