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#INBOUND14 
HUBSPOT 
MEDIA 
PARTNER 
PROGRAM 
Pete 
Caputa, 
VP 
of 
Partner 
Sales 
Melanie 
Collins, 
Media 
Program 
Sa...
AGENDA 
1 Changing Face of Media Companies 
2 Why Media Companies HubSpot 
3 The Inbound Media Methodology 
4 HubSpot’s Ma...
CHANGING FACE OF 
1 MEDIA COMPANIES.
THE FACE OF 
TODAY’S MEDIA 
HAS CHANGED. 
Local news no longer 
looks like Ron Burgundy. 
.
AD SALES IS NO 
LONGER IN THE 
MAD MEN AGE. 
Even though the world 
has changed around the 
industry, media 
companies hav...
WHAT’S HAPPENING IN THE MEDIA INDUSTRY? 
1 Declining time spent: because of technology and other 
devices, less time is sp...
WHY MEDIA COMPANIES 
2 HUBSPOT.
HubSpot enables 
media companies to 
take control over 
their existing 
revenue streams, 
and helps them 
create new reven...
HOW HUBSPOT CAN HELP MEDIA COMPANIES 
Increase audience engagement 
1 
2 
3 
4 
Better advertiser ROI 
Attract more advert...
1 INCREASE AUDIENCE ENGAGEMENT 
• Before HubSpot, no tools 
to learn about each 
audience member at the 
contact level. 
•...
• Advertisers are getting 
smart. 
• They’re doing inbound for 
themselves. 
2 BETTER ADVERTISER ROI 
• They want leads, b...
3 ATTRACT NEW ADVERTISERS & 
4 CREATE NEW REVENUE STREAMS
THE INBOUND MEDIA 
3 METHODOLOGY.
MAKING REAL CONNECTIONS: AUDIENCE & 
ADVERTISERS
MAKING REAL CONNECTIONS: AUDIENCE & 
ADVERTISERS 
1 Attract: the right traffic with an 
SEO strategy. 
2 Convert: traffic ...
THE MEDIA COMPANY BECOMES AN INBOUND 
MEDIA COMPANY. 
Instead of blasting untargeted messages and hoping for results: 
• P...
LET’S SAY YOU’RE A LOCAL CAR DEALER… 
Who would you want to buy digital ads from? 
A rep who offers this: 
• 100,000 daily...
EXAMPLE: KTAR (LOCAL MEDIA) 
• Radio assets: on air promos, display ads, text 
messages 
• HubSpot assets: landing page, f...
EXAMPLE: DENTAL PRODUCTS REPORT (B2B) 
• Radio assets: sponsored article, enewsletter, 
digital display 
• HubSpot assets:...
MEDIA MATCHMAKING 
4 PROGRAM.
BRINGING MEDIA COMPANIES & HUBSPOT 
AGENCY PARTNERS TOGETHER 
• HubSpot has an extensive agency partner program. 
• Someti...
OUR FIRST MATCH: 
JOINED WITH
OVERGO STUDIO & DENTAL PRODUCTS REPORT 
• Steve Diogo, the Digital Media Director of the Dental Group of Advanstar 
Commun...
DENTAL PRODUCTS REPORT & OVERGO STUDIO 
• Publisher assets: sponsored article, enewsletter 
• HubSpot assets: CTA, landing...
MEDIA MATCHMAKING CAMPAIGN 
TAKEAWAYS: 
1 
All about conversions 
2 
3 
4 
Use the same technology (HubSpot) 
Speak the sa...
WE’RE 
CREATING A 
MEDIA 
PARTNER 
DIRECTORY.
HubSpot’s program for media 
and publishing companies can 
help you grow digital revenue: 
Click here to learn how.
THANK YOU.
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HubSpot Media Partner Program [INBOUND 14]

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Pete Caputa (@pc4media) and Melanie Collins (@melaniecollins1) present why media companies love HubSpot, the inbound media methodology, and how HubSpot is bringing media companies and agency partners together in the new media matchmaking program.

Published in: Marketing
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HubSpot Media Partner Program [INBOUND 14]

  1. 1. #INBOUND14 HUBSPOT MEDIA PARTNER PROGRAM Pete Caputa, VP of Partner Sales Melanie Collins, Media Program Sales Manager
  2. 2. AGENDA 1 Changing Face of Media Companies 2 Why Media Companies HubSpot 3 The Inbound Media Methodology 4 HubSpot’s Match Making Program
  3. 3. CHANGING FACE OF 1 MEDIA COMPANIES.
  4. 4. THE FACE OF TODAY’S MEDIA HAS CHANGED. Local news no longer looks like Ron Burgundy. .
  5. 5. AD SALES IS NO LONGER IN THE MAD MEN AGE. Even though the world has changed around the industry, media companies have stayed in a traditional state.
  6. 6. WHAT’S HAPPENING IN THE MEDIA INDUSTRY? 1 Declining time spent: because of technology and other devices, less time is spent with print media and radio. 2 Fragmentation of consumption: difficult for media companies to keep website visitors on-site. 3 Big competition: national and local media companies are competing for the same ad dollars as Facebook, Twitter, and bloggers. 4 Advertisers = smart: demanding more than clicks and impressions.
  7. 7. WHY MEDIA COMPANIES 2 HUBSPOT.
  8. 8. HubSpot enables media companies to take control over their existing revenue streams, and helps them create new revenue streams.
  9. 9. HOW HUBSPOT CAN HELP MEDIA COMPANIES Increase audience engagement 1 2 3 4 Better advertiser ROI Attract more advertisers Create new revenue streams
  10. 10. 1 INCREASE AUDIENCE ENGAGEMENT • Before HubSpot, no tools to learn about each audience member at the contact level. • Now can develop a marketing plan based on actions someone took on-site. • End result: more subscription revenue and more time spent on-site.
  11. 11. • Advertisers are getting smart. • They’re doing inbound for themselves. 2 BETTER ADVERTISER ROI • They want leads, but media companies are only selling clicks and impressions. • HubSpot helps repackage a bigger offering, price, and sell so the advertisers can get leads.
  12. 12. 3 ATTRACT NEW ADVERTISERS & 4 CREATE NEW REVENUE STREAMS
  13. 13. THE INBOUND MEDIA 3 METHODOLOGY.
  14. 14. MAKING REAL CONNECTIONS: AUDIENCE & ADVERTISERS
  15. 15. MAKING REAL CONNECTIONS: AUDIENCE & ADVERTISERS 1 Attract: the right traffic with an SEO strategy. 2 Convert: traffic into contacts in a responsive database, with profiles that go beyond general demographics. 3 Engagement: use data to keep visitors on-site longer and consuming more content.
  16. 16. THE MEDIA COMPANY BECOMES AN INBOUND MEDIA COMPANY. Instead of blasting untargeted messages and hoping for results: • Price, package, and sell inbound media campaigns • Promote the offer to a qualified segment of the audience • Generate leads with purchase intent for their advertisers
  17. 17. LET’S SAY YOU’RE A LOCAL CAR DEALER… Who would you want to buy digital ads from? A rep who offers this: • 100,000 daily website visitors • 15,000 impressions per ad buy • Buy banner ads on CPM • CTR 0.1% Or a rep who offers this: • 100,000 daily visitors, half of which return 4 times/day • 5,000 need to buy a new car in the next 6 months • Plan to spend between $25k- $45k • All live within 20 minutes of your dealership
  18. 18. EXAMPLE: KTAR (LOCAL MEDIA) • Radio assets: on air promos, display ads, text messages • HubSpot assets: landing page, forms, contacts database, social media, email and lead nurturing • Results: 10,000 landing page visits, 5,000 leads • Car dealer: 1,100 leads ready to buy in 1-6 months, 9 cars sold, $29,700 ASP • Pool company: 1,000 leads ready to buy in 1-6 months, 5 pools sold, $35,000 ASP RESULT: $440,000 in attributable sales tied back to this campaign.
  19. 19. EXAMPLE: DENTAL PRODUCTS REPORT (B2B) • Radio assets: sponsored article, enewsletter, digital display • HubSpot assets: CTA, landing page, forms, contacts database, social media, email and workflows • Campaign details: Offer 1: ebook, Offer 2: webinar, Offer 3: demo request • Results: 1050 downloaded the ebook (46.9% CTR, 400 opened the email (45% open rate), 110 claimed purchase promo code
  20. 20. MEDIA MATCHMAKING 4 PROGRAM.
  21. 21. BRINGING MEDIA COMPANIES & HUBSPOT AGENCY PARTNERS TOGETHER • HubSpot has an extensive agency partner program. • Sometimes their clients buy digital advertising. • But there’s an inbound way to buy digital advertising… • It unites HubSpot partners with their media company counterparts to run inbound advertising campaigns.
  22. 22. OUR FIRST MATCH: JOINED WITH
  23. 23. OVERGO STUDIO & DENTAL PRODUCTS REPORT • Steve Diogo, the Digital Media Director of the Dental Group of Advanstar Communications worked with Rick Kranz, Founder and President of OverGo Studio. • Steve’s been a HubSpot customer for about 2 years, and has had great success running inbound media campaigns for his advertisers – about 80 campaigns to date. • Rick has been a HubSpot partner for 4 years and has a client who markets direct mail services to dentists. • Rick worked with Steve to run an inbound lead generation campaign for Rick’s client.
  24. 24. DENTAL PRODUCTS REPORT & OVERGO STUDIO • Publisher assets: sponsored article, enewsletter • HubSpot assets: CTA, landing page, forms, contacts database, social media, email and workflows • Campaign details: Offer 1: download ebook, Offer 2: coupon offer • Results: 466 landing page visits, 159 ebook downloads, 27 coupon requests for design work Before HubSpot: CPL $678 After HubSpot: CPL $17.29
  25. 25. MEDIA MATCHMAKING CAMPAIGN TAKEAWAYS: 1 All about conversions 2 3 4 Use the same technology (HubSpot) Speak the same language (inbound) Niche media company – reach your desired audience 5 “I will never buy the old way again” – Rick Kranz
  26. 26. WE’RE CREATING A MEDIA PARTNER DIRECTORY.
  27. 27. HubSpot’s program for media and publishing companies can help you grow digital revenue: Click here to learn how.
  28. 28. THANK YOU.

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