Arjun Moorthy, Hubspot

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NYC BAPI 2011 Speaker Presentation

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Arjun Moorthy, Hubspot

  1. 1. WELCOME Business of APIs Conference 2011 New York City
  2. 2. HubSpot -from application to platformArjun Moorthy (@juicemoorthy)
  3. 3. Agenda A The big picture: Outbound to Inbound B Moving from Application to Platform C Building a successful App Marketplace
  4. 4. BigPicture
  5. 5. Outbound to Inbound
  6. 6. Marketing wasaboutpushingmessages out.
  7. 7. Today it’s aboutpullingpeople in.
  8. 8. Great! Just oneproblem…
  9. 9. WordPress EktronMarketo Radian6 LeadSEOmoz Lander Wufoo Omniture
  10. 10. Fragmented to Integrated
  11. 11. Top of the Website Blog Social SEO Media funnel Middle of Landing Lead Leadthe funnel Nuturing Email Mgmt PagesAnalytics Analytics A/B Test Mobile Sales Intel
  12. 12. 2000 3000 4000 5000 0 1000 Jan-0 7Mar-0 7 May- 07Jul-07Sep-0 7Nov-0 7 Jan-0 8Mar-0 8 May- 08 Jul-0 8Sep-0 8Nov-0 8 Jan-0 9Mar-0 9 May- 09 Jul-0 9Sep-0 9Nov-0 9 Jan-1 0Mar-1 0 May- 10Jul-10Sep-1 0Nov-1 0Jan-1 1 5000 High APRU CustomersMar-1 1 May- 11 Jul-1 1
  13. 13. Our partners andcustomers are idea factories.
  14. 14. Application to Platform
  15. 15. Website Blog SEO Social Blog Media PPC CreationLanding Lead Lead Press Nuturing Email Mgmt Webinars Pages ReleasesAnalytics A/B Test Mobile Sales CRM Your Idea Intel
  16. 16. 40+ Marketplace Apps in 4 mths
  17. 17. Total App Installations7000600050004000300020001000 0 April May June July August Installed Apps
  18. 18. “There’s a marketing app or service for that”Website Blog Lead Landing Blog Nurturing Pages PPC Creation SEO Analytics Email Lead Mgmt Webinars Press Services Marketplace ReleasesSocialMedia A/B Test Mobile Sales CRM Your Idea Intel
  19. 19. Building anapp marketplace
  20. 20. Playbook: Moving to Platform1. Good customer experience(walled garden vs. open)2. Compelling dev. economics(effort, monetization, strategy)3. Strong developer support4. Internal commitment to APIs
  21. 21. Good customer experience
  22. 22. Compelling developer economics
  23. 23. Strong Developer Support
  24. 24. Internal commitment to APIs
  25. 25. Thank You. @juicemoorthy
  26. 26. WELCOME Business of APIs Conference 2011 New York City

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