This document discusses HubSpot's media partner program. It begins by outlining the changing media landscape and how HubSpot can help media companies adapt. Specifically, HubSpot enables media companies to increase audience engagement, improve advertiser ROI, attract new advertisers, and create new revenue streams through an inbound methodology. The document then provides examples of successful inbound media campaigns run by KTAR radio and Dental Products Report. It concludes by describing HubSpot's media matchmaking program which brings together media companies and HubSpot agency partners to jointly run inbound advertising campaigns.

1. #INBOUND14
HUBSPOT
MEDIA
PARTNER
PROGRAM
Pete
Caputa,
VP
of
Partner
Sales
Melanie
Collins,
Media
Program
Sales
Manager

2. AGENDA
1 Changing Face of Media Companies
2 Why Media Companies HubSpot
3 The Inbound Media Methodology
4 HubSpot’s Match Making Program

3. CHANGING FACE OF
1 MEDIA COMPANIES.

4. THE FACE OF
TODAY’S MEDIA
HAS CHANGED.
Local news no longer
looks like Ron Burgundy.
.

5. AD SALES IS NO
LONGER IN THE
MAD MEN AGE.
Even though the world
has changed around the
industry, media
companies have stayed
in a traditional state.

6. WHAT’S HAPPENING IN THE MEDIA INDUSTRY?
1 Declining time spent: because of technology and other
devices, less time is spent with print media and radio.
2 Fragmentation of consumption: difficult for media companies
to keep website visitors on-site.
3 Big competition: national and local media companies are
competing for the same ad dollars as Facebook, Twitter, and
bloggers.
4 Advertisers = smart: demanding more than clicks and
impressions.

7. WHY MEDIA COMPANIES
2 HUBSPOT.

8. HubSpot enables
media companies to
take control over
their existing
revenue streams,
and helps them
create new revenue
streams.

9. HOW HUBSPOT CAN HELP MEDIA COMPANIES
Increase audience engagement
1
2
3
4
Better advertiser ROI
Attract more advertisers
Create new revenue streams

10. 1 INCREASE AUDIENCE ENGAGEMENT
• Before HubSpot, no tools
to learn about each
audience member at the
contact level.
• Now can develop a marketing plan based on actions someone
took on-site.
• End result: more subscription revenue and more time spent on-site.

11. • Advertisers are getting
smart.
• They’re doing inbound for
themselves.
2 BETTER ADVERTISER ROI
• They want leads, but media companies are only selling clicks
and impressions.
• HubSpot helps repackage a bigger offering, price, and sell so
the advertisers can get leads.

12. 3 ATTRACT NEW ADVERTISERS &
4 CREATE NEW REVENUE STREAMS

13. THE INBOUND MEDIA
3 METHODOLOGY.

14. MAKING REAL CONNECTIONS: AUDIENCE &
ADVERTISERS

15. MAKING REAL CONNECTIONS: AUDIENCE &
ADVERTISERS
1 Attract: the right traffic with an
SEO strategy.
2 Convert: traffic into contacts in
a responsive database, with
profiles that go beyond
general demographics.
3 Engagement: use data to
keep visitors on-site longer
and consuming more content.

16. THE MEDIA COMPANY BECOMES AN INBOUND
MEDIA COMPANY.
Instead of blasting untargeted messages and hoping for results:
• Price, package, and sell inbound media campaigns
• Promote the offer to a qualified segment of the audience
• Generate leads with purchase intent for their advertisers

17. LET’S SAY YOU’RE A LOCAL CAR DEALER…
Who would you want to buy digital ads from?
A rep who offers this:
• 100,000 daily website visitors
• 15,000 impressions per ad
buy
• Buy banner ads on CPM
• CTR 0.1%
Or a rep who offers this:
• 100,000 daily visitors, half of
which return 4 times/day
• 5,000 need to buy a new car in
the next 6 months
• Plan to spend between $25k-
$45k
• All live within 20 minutes of
your dealership

18. EXAMPLE: KTAR (LOCAL MEDIA)
• Radio assets: on air promos, display ads, text
messages
• HubSpot assets: landing page, forms, contacts
database, social media, email and lead nurturing
• Results: 10,000 landing page visits, 5,000 leads
• Car dealer: 1,100 leads ready to buy in 1-6
months, 9 cars sold, $29,700 ASP
• Pool company: 1,000 leads ready to buy in 1-6
months, 5 pools sold, $35,000 ASP
RESULT: $440,000 in attributable sales tied back
to this campaign.

19. EXAMPLE: DENTAL PRODUCTS REPORT (B2B)
• Radio assets: sponsored article, enewsletter,
digital display
• HubSpot assets: CTA, landing page, forms,
contacts database, social media, email and
workflows
• Campaign details: Offer 1: ebook, Offer 2:
webinar, Offer 3: demo request
• Results: 1050 downloaded the ebook (46.9%
CTR, 400 opened the email (45% open rate), 110
claimed purchase promo code

20. MEDIA MATCHMAKING
4 PROGRAM.

21. BRINGING MEDIA COMPANIES & HUBSPOT
AGENCY PARTNERS TOGETHER
• HubSpot has an extensive agency partner program.
• Sometimes their clients buy digital advertising.
• But there’s an inbound way to buy digital advertising…
• It unites HubSpot partners with their media company
counterparts to run inbound advertising campaigns.

22. OUR FIRST MATCH:
JOINED WITH

23. OVERGO STUDIO & DENTAL PRODUCTS REPORT
• Steve Diogo, the Digital Media Director of the Dental Group of Advanstar
Communications worked with Rick Kranz, Founder and President of OverGo
Studio.
• Steve’s been a HubSpot customer for about 2 years, and has had great
success running inbound media campaigns for his advertisers – about 80
campaigns to date.
• Rick has been a HubSpot partner for 4 years and has a client who markets
direct mail services to dentists.
• Rick worked with Steve to run an inbound lead generation campaign for
Rick’s client.

24. DENTAL PRODUCTS REPORT & OVERGO STUDIO
• Publisher assets: sponsored article, enewsletter
• HubSpot assets: CTA, landing page, forms,
contacts database, social media, email and
workflows
• Campaign details: Offer 1: download ebook,
Offer 2: coupon offer
• Results: 466 landing page visits, 159 ebook
downloads, 27 coupon requests for design work
Before HubSpot: CPL $678
After HubSpot: CPL $17.29

25. MEDIA MATCHMAKING CAMPAIGN
TAKEAWAYS:
1
All about conversions
2
3
4
Use the same technology (HubSpot)
Speak the same language (inbound)
Niche media company – reach your desired
audience
5 “I will never buy the old way again” – Rick Kranz

26. WE’RE
CREATING A
MEDIA
PARTNER
DIRECTORY.

27. HubSpot’s program for media
and publishing companies can
help you grow digital revenue:
Click here to learn how.

28. THANK YOU.