Going to Market – Case – HubSpot: Inbound Marketing

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The Marketing industry is evolving - based on a radical transition of how humans live, shop and learn. No longer can marketers focus solely on the tactics of “outbound” marketing. In fact, in many instances, outbound marketing can be viewed as loud and impersonal. This new reality requires a different way of thinking about marketing: Inbound Marketing.

During this presentation, Brian discusses ways companies can benefit from Inbound Marketing, leveraging important marketing assets such as Twitter, Facebook and LinkedIn communities, as well as the power of website linking – all in a way that attracts people to a brand. Brian also discusses how Inbound Marketing is a particularly appealing solution for small businesses seeking creative ways to build brand loyalty, while keeping marketing costs at a minimum.

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  • With inbound, you succeed by loving up your marketplace, not irritating your marketplace.I have a guy at a Software QA co that cold calls me every Monday and Thursday at 8:07am…not only is that technique not effective, but it is ruining his co’s brand.You want your potential customers to love your brand and talk about them like LuLuLemon, Whole Foods, or Charity Water.
  • 1st part is content…need to think of yourself as a content creation studio – cnn, hbo, pbs.
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  • Going to Market – Case – HubSpot: Inbound Marketing

    1. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market HiHi Harvard innovation lab #innovationlab @mjskok #startupsecrets www.mjskok.com START UP Case Example: HubSpot SECRETS An insider’s guide to unfair competitive advantage Inbound Marketing Going To Market (GTM) MICHAEL J SKOK North Bridge Venture Partners twitter: @mjskok mjskok.com 1
    2. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To MarketHi www.mjskok.com #innovationlab @mjskok #startupsecrets For context and more information: • The entire “Going to Market” presentation can be found here. 2
    3. Brian HalliganCEO, HubSpot@Bhalligan
    4. content
    5. CREATECONTENT• Blog Posts• Info graphics• Videos• E-books• White papers• Reports• Calculators• Freemium Appl• Grader
    6. OPTIMIZE
    7. PROMOTE
    8. LINKS ARE TOTHE INTERNETAS DOLLARSARE TO THEECONOMY@BHalligan
    9. Better More Usage Personalizati on Better Better ValueConversion
    10. MIT 15.S16 Special Seminar inManagement: EntrepreneurialProduct Marketing andDevelopment (Spring)
    11. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To MarketHi www.mjskok.com #innovationlab @mjskok #startupsecrets For context and more information: • The entire “Going to Market” presentation can be found here. 25
    12. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market HiHi Harvard innovation lab #innovationlab @mjskok #startupsecrets www.mjskok.com START UP SECRETS An insider’s guide to unfair competitive advantage Going to Market MICHAEL J SKOK North Bridge Venture Partners twitter: @mjskok mjskok.com 26

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