The ABCs of Startup Marketing

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Startup marketing tips from Mike Volpe of HubSpot, covering lessons learned from growing to over 3,000 business customers in 3 years.

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The ABCs of Startup Marketing

  1. 1. The ABC’s of<br />Startup Marketing<br />Lessons from 3 years and 3,000 customers<br />Mike Volpe<br />VP Marketing, HubSpot<br />@mvolpe<br />
  2. 2. Avoid Addiction<br />(to Google)<br />
  3. 3.
  4. 4. Don’t make me do marketing!<br />Just up our AdWords limit...<br />
  5. 5.
  6. 6.
  7. 7.
  8. 8. Blog Beforehand<br />(prior to product launch)<br />
  9. 9. Not doing it like him?<br />You’re doing it wrong.<br />
  10. 10. HubSpot.com/cartoons<br />
  11. 11. Target Content to Your Personas<br />
  12. 12. Publish Everything<br />
  13. 13. Our blog is the #1 resource mentioned by our prospects<br />to our salespeople.<br />
  14. 14. Our blog is one of our top 3 sources of leads and sales.<br />
  15. 15. Create<br />Convenience<br />(for potential customers)<br />
  16. 16.
  17. 17. 2.4 million websites graded<br />(Plus emails, web traffic, PR, social buzz…)<br />Flickr: wfyurasko<br />
  18. 18.
  19. 19.
  20. 20. Drive with Data<br />(feelings lead to failure)<br />
  21. 21. Data is your friend. You can trust data.<br />
  22. 22. Measure each stage of your<br />sales and marketing process.<br />Visits<br />Prospects<br />Leads<br />Wo. Leads<br />Opps<br />Cust<br />
  23. 23. Drill into each source to diagnose.<br />…By Channel or Source<br />Visitors<br />Leads<br />Sales<br />SEO<br />Social<br />Media<br />
  24. 24. Set targets for all key metrics.<br />
  25. 25. Measure progress to targets daily.<br />
  26. 26. Measure often. Evolve faster.<br />
  27. 27. Employ the Exceptional<br />(outstanding & unusual)<br />
  28. 28. 80% of my team had under 12 months experience in “marketing” when hired.<br />
  29. 29. GSD<br />Sharp<br />
  30. 30. D A R C : Digital<br />
  31. 31. D A R C : Analytical<br />
  32. 32. D A R C : Reach<br />
  33. 33. D A R C : Content<br />
  34. 34. Empower Employees by Sharing Info<br />
  35. 35. All Your Employees Are Marketers<br />
  36. 36. Questions to ask yourself...<br />
  37. 37. Am I regularly creating new share-worthy content?<br />
  38. 38. Am I promoting my content<br />in social media conversations?<br />
  39. 39. Am I optimizing my content for search and social media?<br />
  40. 40. Am I converting as<br />many visitors into<br />leads and sales as I can?<br />
  41. 41. Stop thinking like a<br />marketer or advertiser.<br />
  42. 42. Start thinking like a<br />publisher and socializer.<br />
  43. 43. Who is HubSpot?<br />160+ Employees in Cambridge, MA (MIT)<br />$33m in VC (3 rounds)<br />SaaSfor Marketing at $3K-15K/year<br />
  44. 44. Complicated & Confusing<br />Easy & Integrated<br />
  45. 45. Growth<br />3,000 Customers<br />Q1 2007<br />Q2 2010<br />
  46. 46. Suggested Next Steps:<br />1) Download these slides:<br />www.MikeVolpe.com/ABCs<br />2) Read “Inbound Marketing “Book<br />3) Grade your website: www.WebsiteGrader.com<br />4) Additional Free Resources: www.HubSpot.com/marketing-hubs<br />Q & A<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />mvolpe@hubspot.com<br />

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