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 OPENED
5

6. # OF US CITIZENS
200,000,000
300,000,000
# OF US CITIZENS
ON THE FTC’S
“DO NOT CALL” LIST
6

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
BING
8

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
Email
16
*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%
BLOGS
17

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-11
23

24. SOCIAL MEDIA REACH
TWITER + FACEBOOK + LINKED IN
HUBSPOT
135,678 SALESFORCE
56,299
EXACTTARGET
14,939
NETSUITE
5902
24

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 CASTS
25

26. # OF LANDING PAGES AVG CONVERSION RATE
26

27. # OF OPT-IN EMAILS
& LEADS
27

28. BLOG.HUBSPOT.COM
# OF SUBSCRIBERS AVG LEAD CONVERSION RATE
28

29. HUBSPOT.COM/MTW
# OF VIEWS IN 1ST WEEK
29

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 MONTH
31

32. 4
BUILD
AN
AWESOME
MARKETING
TEAM

33. Most agencies generate "
< 25% of revenue "
G from recurring sources.
S
D
33

34. Most agencies generate "
< 25% of revenue "
GETfrom recurring sources.
SHIT
DONE
34

35. Most agencies generate "
D < 25% of revenue "
from recurring sources.
A
R
C
35

36. Most agencies generate "
DIGITAL < 25% of revenue "
from recurring sources.
ANALYTICAL
REACH
CONTENT
36

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 productivity
38

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 TOOLS
44

45. LEAD EMAIL
NURTURING THE ULTIMATE
BLOG ALL-IN-ONE
MARKETING
SOCIAL WEBSITE
SOFTWARE.
MEDIA LANDING
PAGES
ANALYTICS
S
S ALES TOOL SEO
45

46. TRY HUBSPOT
FREE FOR 30 DAYS:
HUBSPOT.COM/FREE-TRIAL
46

47. THANK YOU!
47