Inbound Buying Media
The Opportunity for Agencies

Paid, Earned, Then Owned
Traditional agencies spend their client’s money
first on ads. Their PR firms are still trying to earn
it. While big agencies talk about “owned media”,
they don’t do it that often.

Own, Earned, Then Paid
Inbound marketing agencies don’t buy a lot of
media for clients. They ‘build to own’ and they
earn it quite frequently. But they don’t pay for it
that often.

Inbound Media Buying
Will Change All of That

HubSpot’s Partnership Program
for Media Companies
But more specifically…
The Opportunity for Agencies
Announcing the [very soft*] Launch of ….
*As in we’re only posting this on slideshare. And we’re only doing
that so that we can tell existing HubSpot agency partners. We’d
actually prefer that you don’t read it if you’re not a certified
partner. You’re not really ready for this .

Introductions
Peter Caputa IV Melanie Collins
VP Sales, HubSpot
Agency Partner Program Founder
pcaputa@hubspot.com
@pc4media
Media, Sales & Partner Program
Manager, HubSpot
mcollins@hubspot.com
@melaniecollins1

Mea Culpa #1
Advertising = Outbound*
*Assuming it doesn’t interrupt people, and it’s targeted in a way that the person finds it relevant to them.

Sponsored Content = New Black

Mea Culpa #2
Stop Selling
Campaigns/Projects

RETAINERS
CAMPAIGNS and PROJECTS*
*Sell Retainers. Then, sell campaigns and projects on top of them.

Why?

2 REASONS
Photo Credit: Trey Songz & T.I.

Reason # 1
Inbound’s Barrier to Entry…

Reason # 2
Massive Missed Opportunity…
Source: Gartner US Digital Marketing Spending, 2013 Survey

Reason # 3 (for the non-inbound ad agencies who ignored my earlier request to stop reading)
So, you think all the action is in “programmatic
ad buying”? It’s not. It’s content, stupid…
Source: How to Measure the ROI of Inbound Using HubSpot
… While ad agencies are trying to fit their creative in banner ads , text ads and 140
character sponsored tweets to grab awareness, impressions and maybe some clicks,
inbound agencies are building ebooks, creating videos and writing blog post series in
order to capture leads and sales for their clients.

The Solution
Photo Credit: Ben+Sam

We’ve Been Training Them*
“Them” = media and publishing companies. They are using HubSpot and the methodology
above to drive more meaningful, ongoing results for their advertisers: leads and sales; not
impressions and awareness. That’s right – Buzzfeed isn’t the only using technology to innovate!

Your Client = Their Advertisers
Yes, This note is snarky. But, it’s true, right?

2 Ways for Agencies to Work with
HubSpot’s Media Partners

Two Situations
For Your Prospect
1. Having trouble justifying 12-
month multi-$k retainer +
HubSpot subscription?
2. Partner with a media company
who reaches their audience.
Then, sell a campaign instead.
3. You create offer and promotional
copy. Media company hosts and
promotes landing page via their
channels.
4. Deliver leads to client.
For your Client
1. Having trouble generating the
right volume of quality leads
quickly enough for your client?
2. Build offers and landing pages
on client’s portal.
3. Work with media campaigns to
promote client’s offer via
sponsored content, email, ads,
social, etc.
4. Leads delivered to client.

CTA
Landing page
Forms
Contacts Database
Social Inbox
Email and workflows
Whitepaper
Newsletter
Offer: Workstations
whitepaper
• 13,834 views
• 4,038 leads
• 24% purchased w/in 90
days
• 33% still evaluating
vendors
Campaign Example #1 (B2B)

CTA
Landing page
Forms
Contacts Database
Social Inbox
Email and Workflows
Sponsored article
eNewsletter
Digital Display
Offer 1: ebook
Offer 2: Webinar
Offer 3: Demo Request
• 1600 people visited
ebook landing page
• 826 Downloaded the
ebook
• 93 watched the webinar
• 13 requested a demo
Campaign Example #2 (B2B SQLs)

On-air promos
Display ads
Text messages
Landing page
Forms
Contacts Database
Social Media
Email and Lead Nurturing
1,000 leads ready to buy 1-6 mo.
5 Pools sold, $35,000 ASP
10,000 landing page visits
5,000 leads
1,100 leads ready to buy 1-6 mo.
9 Cars sold, $29,700 ASP
Campaign Example #3 (B2C)

This Landing Page
and corresponding
CTA were created
by Freedom and
promoted through
digital display,
social media, and
email.
CTA
Landing page
Forms
Contacts Database
Social Inbox
Email
Newspaper
Banner Ad
Social Media
Offer: Cosmetic Seminar
By local plastic surgeon
• 604 viewed landing
page
• 62 attended live
seminar
Campaign Example #4 (B2C)

How to Get Started
• Consult our spreadsheet of media partners.*
• Identify prospects or clients who could benefit
from their reach.
• Reach out to them using the contact
information in the spreadsheet.
• Talk about how you can run a campaign
together for your client.
• Give us feedback.**
* We will be constantly adding to this list. Check back frequently.
** We are looking for examples of HubSpot agency partners and HubSpot media partners running a campaign together - to feature at Inbound.