4. Companies that have used this channel successfully:
Viral Marketing
Getyourusers tomarket
foryou.
CHANNEL01
5. Companies that have used this channel successfully:
VMsample
Make it something that the user wants to do, because it
creates value from them. Skype with no contacts is
useless so by helping people import their address books
and invite people, you’re doing them a service.
The most common viral distribution mechanisms are email
and social media platforms.
CHANNEL01
7. PR Sample
DonorsChoose is a site allows teachers to raise
money for classroom projects. After September
11, many teachers in New York City were using
the site to raise money for projects related to 9/11.
The site received coverage in several local outlets
about this effort, and soon got the attention of
Newsweek.
CHANNEL02
Companies that have used this channel successfully:
9. UPR Sample
Uber delivering cupcakes to employees who wanted a break
from work.
PR stunts like these are not only amusing, but also a proven
way to generate press coverage and buzz.
CHANNEL03
Companies that have used this channel successfully:
26. TargetingBlogsSample
Many personal bloggers have strong readerships but don’t
make money from their writing.
Noah simply sent them a message with “Can I send you
$500?” as the subject and told them a bit about the
product and what Mint was trying to do.
Most were happy to share a useful product with their
audiences and make some money in the process.
CHANNEL11
Companies that have used this channel successfully:
28. BDSample
Google got most of their initial traction from two key
partnerships.
In 1999, they partnered with Netscape to be their default
search engine for the popular Netscape Navigator web
browser.
Google also reached an agreement with Yahoo!, to power
their online searches. These two deals were critical to Google’s
eventual success as the world’s largest search engine.
CHANNEL12
Companies that have used this channel successfully:
34. EPSample
Zynga, a social gaming company, got much of their
early traction by building games on the Facebook
platform, where they focused on Facebook’s sharing
and friend-invitation capabilities.
CHANNEL15
Companies that have used this channel successfully:
39. Dan Martell is the founder of Clarity:
Start by speaking for free at co-working spaces, nonprofits,
and smaller conferences or events. Use these smaller scale
appearances to refine your talks and build your speaking
reputation.
The world of event organizers is relatively small and they pay
special attention to who is speaking at events.
CHANNEL18
Companies that have used this channel successfully:
SESample
49. HubSpot’s founder, Dharmesh Shah
“I think of free tools as content (albeit, interactive content). At
HubSpot, we really believe in marketing channels that have high
leverage (i.e. write it or build it once – and get value forever).
As such, we take a very geeky and analytical approach to
marketing.
We think of each piece of content (blog article, app, video,
whatever) as a marketing asset. This asset creates a return
often indefinitely.
50. HubSpot’s founder, Dharmesh Shah
We contrast that to buying an ad which does not scale as well.
When you advertise, the money you’re spending is what drives
how much attention you get. Want more clicks? Spend more
money. Contrast this to inbound marketing whereby the cost of
producing a piece of content is relatively constant. But, if it
generates 10x more leads in a month, your marginal cost for
those extra leads is almost zero.
Further, with advertising (outbound marketing), the traffic you
get generally stops when you stop paying. With inbound
marketing, even *after* you stop producing new content, the old
content can still drive ongoing visitors and leads.”
51. HubSpot’s CEO, Mike Volpe
“Today we have 30 people in marketing and 120 in
sales all based in Cambridge, MA (no outside sales)
and we attract 45–50k new leads per month, 60–80%
of which are from inbound marketing (not paid). The
inbound leads are 50% cheaper and close 100% more than
paid leads.
My personal experience and industry knowledge tells me
that most other SaaS [Software as a Service] companies get
more like 10% of their leads from inbound marketing, and
generate 2–5k leads per month in total, whereas we get 70–
80% of our leads from inbound and we generate 45,000+
new leads per month.”