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HOW TO   BECOME THE              MARKETER                EVER!                                 marta kagan                ...
1    STOP    INTERRUPTING    PEOPLE!
It’s Awesom                e.3
EAT @     EAT AT            JOE’S!                                 JOE’S!   EAT @              JOE’S!                     ...
% OF PEOPLE     WHO UNSUBSCRIBE    % OF PEOPLE      % OF DIRECT MAIL       FROM EMAIL      WHO SKIP TV ADS    NEVER OPENED5
# OF US CITIZENS                                200,000,000                  300,000,000                                  ...
% CHANGE IN EMAIL USAGE, BY AGE                       DECEMBER 2009 – DECEMBER 2010                                       ...
AVERAGE CLICK-THROUGH RATES      FOR PAID SEARCH WORLDWIDE     YANDEX     YAHOO!     GOOGLE       BING8
9
2    BE    WHERE    YOUR    AUDIENCE    IS.
78%      OF INTERNET      USERS      CONDUCT      PRODUCT      RESEARCH      ONLINE.11
57%      OF INTERNET      USERS      SEARCH THE      WEB      EVERY      DAY.12
46%      OF DAILY      SEARCHES      ARE      FOR INFO      ON      PRODUCTS      OR SERVICES.13
THIS IS YOUR NEW BUSINESS CARD.14
US SOCIAL NETWORK USER PENETRATION BY AGE                         90%             81%                    82%              ...
AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY*                                                       4.6                   ...
TOP 5 ONLINE ACTIVITIES OF US INTERNET USERS                  (RANKED BY MINUTES SPENT AND SHARE OF TIME SPENT ONLINE)    ...
3    GO INBOUND    (OR GO HOME!)
NOT AWESOME.19
AWESOME!20
CIRCA 2007…       •  10 BETA CUSTOMERS       •  5 EMPLOYEES       •  60 LEADS/MONTH       21
TODAY…      •  4,500 CUSTOMERS      •  200 EMPLOYEES      • 40,000 LEADS/MO.      22
UNIQUE VISITORS                                                             ACCORDING TO COMPETE.COM      3000000      250...
SOCIAL MEDIA REACH                 TWITER + FACEBOOK + LINKED IN      HUBSPOT      135,678                   SALESFORCE   ...
BOATLOADS OF CONTENT.        OVER 7,000,000 VIEWS           1600          200           BLOG          YOU            POSTS...
# OF LANDING PAGES   AVG CONVERSION RATE26
# OF OPT-IN EMAILS            & LEADS27
HUBSPOT.BLOG.COM      # OF SUBSCRIBERS                 AVG LEAD CONVERSION RATE28
HUBSPOT.COM/MTW                        # OF VIEWS IN 1ST WEEK29
“IN GOD WE TRUST. ALL OTHERS BRING DATA.”
DAILY. NOT MONTHLY. NOT QUARTERLY.                           100%                                                         ...
4    BUILD    AN    AWESOME    MARKETING    TEAM
Most agencies generate "               < 25% of revenue "      G   from recurring sources.      S      D33
Most agencies generate "              < 25% of revenue "      GETfrom recurring sources.      SHIT      DONE34
Most agencies generate "      D        < 25% of revenue "          from recurring sources.      A      R      C35
Most agencies generate "      DIGITAL  < 25% of revenue "          from recurring sources.      ANALYTICAL      REACH     ...
FUNNEL, NOT FUNCTION.                                               MOFU                                               (Mi...
MARKETING BOARD      BRAND & BUZZ                   TOFU                  MOFU             EVANGELISM               MARKET...
HTTP://WWW.HUBSPOT.COM/MODERN-MARKETING-TEAM-KIT/      AGŸILE                                         -adjective      Qui...
FAIL FAST.EVOLVE FASTER.
ENCOURAGE      EXPERIMENTS.41
DO OR DO NOT.THERE IS NO ‘TRY’.
5    SIMPLIFY!
EMAIL   LANDING PAGES                              WEBSITE                                        ???      SEO            ...
LEAD           EMAIL      NURTURING                             THE ULTIMATE                                  BLOG      AL...
TRY HUBSPOT      FREE FOR 30 DAYS:      HUBSPOT.COM/FREE-TRIAL46
THANK YOU!47
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HOW TO BE THE AWESOMEST MARKETER EVER!

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HOW TO BE THE AWESOMEST MARKETER EVER!

  1. HOW TO BECOME THE MARKETER EVER! marta kagan director, brand & buzz hubspot @mzkagan 1
  2. 1 STOP INTERRUPTING PEOPLE!
  3. It’s Awesom e.3
  4. EAT @ EAT AT JOE’S! JOE’S! EAT @ JOE’S! EAT @ JOE’S!4
  5. % OF PEOPLE WHO UNSUBSCRIBE % OF PEOPLE % OF DIRECT MAIL FROM EMAIL WHO SKIP TV ADS NEVER OPENED5
  6. # OF US CITIZENS 200,000,000 300,000,000 # OF US CITIZENS ON THE FTC’S “DO NOT CALL” LIST6
  7. % CHANGE IN EMAIL USAGE, BY AGE DECEMBER 2009 – DECEMBER 2010 28% 22% 12-17 18-24 25-34 35-44 45-54 -1% 55-64 65+ -8% -12% -18% -59%7
  8. AVERAGE CLICK-THROUGH RATES FOR PAID SEARCH WORLDWIDE YANDEX YAHOO! GOOGLE BING8
  9. 9
  10. 2 BE WHERE YOUR AUDIENCE IS.
  11. 78% OF INTERNET USERS CONDUCT PRODUCT RESEARCH ONLINE.11
  12. 57% OF INTERNET USERS SEARCH THE WEB EVERY DAY.12
  13. 46% OF DAILY SEARCHES ARE FOR INFO ON PRODUCTS OR SERVICES.13
  14. THIS IS YOUR NEW BUSINESS CARD.14
  15. US SOCIAL NETWORK USER PENETRATION BY AGE 90% 81% 82% 72% 58% 52% 31% 12-17 YO 18-24 YO 25-34 YO 35-44 YO 45-54 YO 55-64 YO 65+15
  16. AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY* 4.6 4.4 3.7 2.9 2.7 2.3 1.8 Shopping Browsing Gaming Multimedia Social News Email16 *WORLDWIDE
  17. TOP 5 ONLINE ACTIVITIES OF US INTERNET USERS (RANKED BY MINUTES SPENT AND SHARE OF TIME SPENT ONLINE) VIDEOS/MOVIES 4% PORTALS 4% EMAIL 8% ONLINE GAMES 10% SOCIAL NETWORKS/ 24% BLOGS17
  18. 3 GO INBOUND (OR GO HOME!)
  19. NOT AWESOME.19
  20. AWESOME!20
  21. CIRCA 2007… •  10 BETA CUSTOMERS •  5 EMPLOYEES •  60 LEADS/MONTH 21
  22. TODAY… •  4,500 CUSTOMERS •  200 EMPLOYEES • 40,000 LEADS/MO. 22
  23. UNIQUE VISITORS ACCORDING TO COMPETE.COM 3000000 2500000 HubSpot.com Salesforce.com 2000000 ExactTarget.com NetSuite.com 1500000 1000000 500000 0 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-1123
  24. SOCIAL MEDIA REACH TWITER + FACEBOOK + LINKED IN HUBSPOT 135,678 SALESFORCE 56,299 EXACTTARGET 14,939 NETSUITE 590224
  25. BOATLOADS OF CONTENT. OVER 7,000,000 VIEWS 1600 200 BLOG YOU POSTS TUBE VIDEOS 100 260 N- 150 WEB- PRESE NS POD- INARS TATIO CASTS25
  26. # OF LANDING PAGES AVG CONVERSION RATE26
  27. # OF OPT-IN EMAILS & LEADS27
  28. HUBSPOT.BLOG.COM # OF SUBSCRIBERS AVG LEAD CONVERSION RATE28
  29. HUBSPOT.COM/MTW # OF VIEWS IN 1ST WEEK29
  30. “IN GOD WE TRUST. ALL OTHERS BRING DATA.”
  31. DAILY. NOT MONTHLY. NOT QUARTERLY. 100% Actual Goal 80% % PROGRESS TO GOAL 60% 40% 20% 0% 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 BUSINESS DAYS LEFT IN MONTH31
  32. 4 BUILD AN AWESOME MARKETING TEAM
  33. Most agencies generate " < 25% of revenue " G from recurring sources. S D33
  34. Most agencies generate " < 25% of revenue " GETfrom recurring sources. SHIT DONE34
  35. Most agencies generate " D < 25% of revenue " from recurring sources. A R C35
  36. Most agencies generate " DIGITAL < 25% of revenue " from recurring sources. ANALYTICAL REACH CONTENT36
  37. FUNNEL, NOT FUNCTION. MOFU (Middle of the Funnel) BRAND & BUZZ EVANGELISM TOFU (Top of the Funnel) SALES MARKETEERING (Marketing + Engineering)37
  38. MARKETING BOARD BRAND & BUZZ TOFU MOFU EVANGELISM MARKETEERING T E A M A S S E T S •  PR •  Content •  Email •  Product content •  Tools & apps •  Brand •  Co-Marketing •  Landing pages •  Sales training •  Internal •  Company Blog •  Affiliate Marketing •  Webinars •  Customer events marketing •  Events •  Display •  Analyst relations tech •  PPC T E A M M E T R I C S •  Direct & branded •  Visitors •  Leads •  Product awareness •  Traffic/downloads/ search traffic •  Subscribers •  Conversion rates •  Lead close % users of tools & apps •  PR Coverage •  Downloads •  Lead quality •  Product buzz/PR •  Marketing •  Reach •  Leads productivity38
  39. HTTP://WWW.HUBSPOT.COM/MODERN-MARKETING-TEAM-KIT/ AGŸILE -adjective Quick and well-coordinated in movement; lithe.39
  40. FAIL FAST.EVOLVE FASTER.
  41. ENCOURAGE EXPERIMENTS.41
  42. DO OR DO NOT.THERE IS NO ‘TRY’.
  43. 5 SIMPLIFY!
  44. EMAIL LANDING PAGES WEBSITE ??? SEO SALES TOOLS44
  45. LEAD EMAIL NURTURING THE ULTIMATE BLOG ALL-IN-ONE MARKETING SOCIAL WEBSITE SOFTWARE. MEDIA LANDING PAGES ANALYTICS S S ALES TOOL SEO45
  46. TRY HUBSPOT FREE FOR 30 DAYS: HUBSPOT.COM/FREE-TRIAL46
  47. THANK YOU!47

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