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HOW TO   BECOME THE


              MARKETER
                EVER!
                                 marta kagan
                                           
                      director, brand & buzz
                                           
                                     hubspot
                                           
                                  @mzkagan 
1
1
    STOP
    INTERRUPTING
    PEOPLE!
It’s Awesom
                e.




3
EAT @
     EAT AT            JOE’S!
                            
     JOE’S!   EAT @
              JOE’S!
                   
        EAT @
                            JOE’S!




4
% OF PEOPLE
     WHO UNSUBSCRIBE    % OF PEOPLE      % OF DIRECT MAIL
       FROM EMAIL      WHO SKIP TV ADS    NEVER OPENED




5
# OF US CITIZENS

                                200,000,000
                  300,000,000

                                  # OF US CITIZENS
                                      ON THE FTC’S
                                “DO NOT CALL” LIST
6
% CHANGE IN EMAIL USAGE, BY AGE
                       DECEMBER 2009 – DECEMBER 2010

                                                               28%
                                                       22%




     12-17     18-24      25-34    35-44    45-54

                -1%
                                   55-64   65+
                                    -8%
                                            -12%
                          -18%




     -59%

7
AVERAGE CLICK-THROUGH RATES
      FOR PAID SEARCH WORLDWIDE

     YANDEX


     YAHOO!


     GOOGLE

       BING


8
9
2
    BE
    WHERE
    YOUR
    AUDIENCE
    IS.
78%
      OF INTERNET
      USERS
      CONDUCT
      PRODUCT
      RESEARCH
      ONLINE.


11
57%
      OF INTERNET
      USERS
      SEARCH THE
      WEB
      EVERY
      DAY.

12
46%
      OF DAILY
      SEARCHES
      ARE
      FOR INFO
      ON
      PRODUCTS
      OR SERVICES.

13
THIS IS YOUR NEW BUSINESS CARD.




14
US SOCIAL NETWORK USER PENETRATION BY AGE

                         90%

             81%
                    82%

                                                 72%


                                                             58%
                                                                         52%



                                                                                   31%




           12-17 YO
   18-24 YO
   25-34 YO
   35-44 YO
   45-54 YO
   55-64 YO
   65+




15
AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY*

                                                       4.6
                                                                         4.4

                                             3.7


                                  2.9
                                                                2.7
                        2.3
              1.8




            Shopping
 Browsing
 Gaming
 Multimedia
   Social
   News
   Email




16
                                      *WORLDWIDE
TOP 5 ONLINE ACTIVITIES OF US INTERNET USERS
                  (RANKED BY MINUTES SPENT AND SHARE OF TIME SPENT ONLINE)




           VIDEOS/MOVIES
             4%



                PORTALS
              4%



                   EMAIL
                      8%



           ONLINE GAMES
                             10%


        SOCIAL NETWORKS/
                                                                             24%
             BLOGS




17
3
    GO INBOUND
    (OR GO HOME!)
NOT AWESOME.




19
AWESOME!


20
CIRCA 2007…

       •  10 BETA CUSTOMERS
       •  5 EMPLOYEES
       •  60 LEADS/MONTH
       




21
TODAY…
      •  4,500 CUSTOMERS
      •  200 EMPLOYEES
      • 40,000 LEADS/MO.
      



22
UNIQUE VISITORS
                                                             ACCORDING TO COMPETE.COM

      3000000



      2500000                                                                                                                        HubSpot.com

                                                                                                                                     Salesforce.com
      2000000                                                                                                                        ExactTarget.com

                                                                                                                                     NetSuite.com
      1500000



      1000000



       500000



            0
                Apr-10   May-10   Jun-10   Jul-10   Aug-10   Sep-10   Oct-10   Nov-10   Dec-10   Jan-11   Feb-11   Mar-11   Apr-11

23
SOCIAL MEDIA REACH
                 TWITER + FACEBOOK + LINKED IN


      HUBSPOT
      135,678                   SALESFORCE
                                  56,299




                                                 EXACTTARGET
                                                    14,939




                                                  NETSUITE
                                                    5902




24
BOATLOADS OF CONTENT.        OVER 7,000,000 VIEWS


           1600          200
           BLOG          YOU
            POSTS        TUBE
                         VIDEOS

        100         260 N-        150
       WEB-         PRESE NS      POD-
       INARS         TATIO        CASTS

25
# OF LANDING PAGES   AVG CONVERSION RATE




26
# OF OPT-IN EMAILS
            & LEADS




27
BLOG.HUBSPOT.COM

      # OF SUBSCRIBERS                 AVG LEAD CONVERSION RATE




28
HUBSPOT.COM/MTW

                        # OF VIEWS IN 1ST WEEK




29
“IN GOD WE TRUST. ALL OTHERS BRING DATA.”
DAILY. NOT MONTHLY. NOT QUARTERLY.

                           100%                                                                                                       Actual
                                                                                                                                      Goal
                           80%
      % PROGRESS TO GOAL




                           60%


                           40%


                           20%


                            0%
                                  21
 20
 19
 18
 17
 16
 15
 14
 13
 12
 11
 10
   9
   8
   7
   6
   5
   4
   3
   2
   1
   0

                                                              BUSINESS DAYS LEFT IN MONTH

31
4
    BUILD
    AN
    AWESOME
    MARKETING
    TEAM
Most agencies generate "
               < 25% of revenue "

      G   from recurring sources.



      S
      D
33
Most agencies generate "
              < 25% of revenue "

      GETfrom recurring sources.



      SHIT
      DONE
34
Most agencies generate "

      D        < 25% of revenue "
          from recurring sources.

      A
      R
      C
35
Most agencies generate "

      DIGITAL  < 25% of revenue "
          from recurring sources.

      ANALYTICAL
      REACH
      CONTENT
36
FUNNEL, NOT FUNCTION.

                                               MOFU
                                               (Middle of the Funnel)



      BRAND & BUZZ                                             EVANGELISM
                     TOFU
                     (Top of the Funnel)
                                                                        SALES




                                           MARKETEERING
                                           (Marketing + Engineering)

37
MARKETING BOARD




      BRAND & BUZZ                   TOFU                  MOFU             EVANGELISM               MARKETEERING

                                          T E A M                  A S S E T S

      •    PR               •    Content              •  Email              •    Product content     •  Tools & apps
      •    Brand            •    Co-Marketing         •  Landing pages      •    Sales training      •  Internal
      •    Company Blog     •    Affiliate Marketing    •  Webinars           •    Customer events        marketing
      •    Events           •    Display                                    •    Analyst relations      tech
                            •    PPC

                                          T E A M                  M E T R I C S
      •  Direct & branded   •    Visitors             •  Leads              •  Product awareness     •  Traffic/downloads/
         search traffic       •    Subscribers          •  Conversion rates   •  Lead close %             users of tools & apps
      •  PR Coverage        •    Downloads            •  Lead quality       •  Product buzz/PR       •  Marketing
      •  Reach              •    Leads                                                                  productivity




38
HTTP://WWW.HUBSPOT.COM/MODERN-MARKETING-TEAM-KIT/




      AGŸILE
                                         -adjective




      Quick and well-coordinated
      in movement; lithe.
39
FAIL FAST.
EVOLVE FASTER.
ENCOURAGE
      EXPERIMENTS.

41
DO OR DO NOT.
THERE IS NO ‘TRY’.
5
    SIMPLIFY!
EMAIL   LANDING PAGES
                              WEBSITE
                                        ???
      SEO


                                         SALES TOOLS


44
LEAD           EMAIL
      NURTURING                             THE ULTIMATE
                                  BLOG      ALL-IN-ONE
                                            MARKETING
       SOCIAL         WEBSITE
                                            SOFTWARE.
       MEDIA                      LANDING
                                   PAGES




                                ANALYTICS

                  S
      S ALES TOOL       SEO


45
TRY HUBSPOT
      FREE FOR 30 DAYS:
      HUBSPOT.COM/FREE-TRIAL



46
THANK YOU!


47

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HOW TO BE THE AWESOMEST MARKETER EVER!

  • 1. HOW TO BECOME THE MARKETER EVER! marta kagan director, brand & buzz hubspot @mzkagan 1
  • 2. 1 STOP INTERRUPTING PEOPLE!
  • 4. EAT @ EAT AT JOE’S! JOE’S! EAT @ JOE’S! EAT @ JOE’S! 4
  • 5. % OF PEOPLE WHO UNSUBSCRIBE % OF PEOPLE % OF DIRECT MAIL FROM EMAIL WHO SKIP TV ADS NEVER OPENED 5
  • 6. # OF US CITIZENS 200,000,000 300,000,000 # OF US CITIZENS ON THE FTC’S “DO NOT CALL” LIST 6
  • 7. % CHANGE IN EMAIL USAGE, BY AGE DECEMBER 2009 – DECEMBER 2010 28% 22% 12-17 18-24 25-34 35-44 45-54 -1% 55-64 65+ -8% -12% -18% -59% 7
  • 8. AVERAGE CLICK-THROUGH RATES FOR PAID SEARCH WORLDWIDE YANDEX YAHOO! GOOGLE BING 8
  • 9. 9
  • 10. 2 BE WHERE YOUR AUDIENCE IS.
  • 11. 78% OF INTERNET USERS CONDUCT PRODUCT RESEARCH ONLINE. 11
  • 12. 57% OF INTERNET USERS SEARCH THE WEB EVERY DAY. 12
  • 13. 46% OF DAILY SEARCHES ARE FOR INFO ON PRODUCTS OR SERVICES. 13
  • 14. THIS IS YOUR NEW BUSINESS CARD. 14
  • 15. US SOCIAL NETWORK USER PENETRATION BY AGE 90% 81% 82% 72% 58% 52% 31% 12-17 YO 18-24 YO 25-34 YO 35-44 YO 45-54 YO 55-64 YO 65+ 15
  • 16. AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY* 4.6 4.4 3.7 2.9 2.7 2.3 1.8 Shopping Browsing Gaming Multimedia Social News Email 16 *WORLDWIDE
  • 17. TOP 5 ONLINE ACTIVITIES OF US INTERNET USERS (RANKED BY MINUTES SPENT AND SHARE OF TIME SPENT ONLINE) VIDEOS/MOVIES 4% PORTALS 4% EMAIL 8% ONLINE GAMES 10% SOCIAL NETWORKS/ 24% BLOGS 17
  • 18. 3 GO INBOUND (OR GO HOME!)
  • 21. CIRCA 2007… •  10 BETA CUSTOMERS •  5 EMPLOYEES •  60 LEADS/MONTH 21
  • 22. TODAY… •  4,500 CUSTOMERS •  200 EMPLOYEES • 40,000 LEADS/MO. 22
  • 23. UNIQUE VISITORS ACCORDING TO COMPETE.COM 3000000 2500000 HubSpot.com Salesforce.com 2000000 ExactTarget.com NetSuite.com 1500000 1000000 500000 0 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 23
  • 24. SOCIAL MEDIA REACH TWITER + FACEBOOK + LINKED IN HUBSPOT 135,678 SALESFORCE 56,299 EXACTTARGET 14,939 NETSUITE 5902 24
  • 25. BOATLOADS OF CONTENT. OVER 7,000,000 VIEWS 1600 200 BLOG YOU POSTS TUBE VIDEOS 100 260 N- 150 WEB- PRESE NS POD- INARS TATIO CASTS 25
  • 26. # OF LANDING PAGES AVG CONVERSION RATE 26
  • 27. # OF OPT-IN EMAILS & LEADS 27
  • 28. BLOG.HUBSPOT.COM # OF SUBSCRIBERS AVG LEAD CONVERSION RATE 28
  • 29. HUBSPOT.COM/MTW # OF VIEWS IN 1ST WEEK 29
  • 30. “IN GOD WE TRUST. ALL OTHERS BRING DATA.”
  • 31. DAILY. NOT MONTHLY. NOT QUARTERLY. 100% Actual Goal 80% % PROGRESS TO GOAL 60% 40% 20% 0% 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 BUSINESS DAYS LEFT IN MONTH 31
  • 32. 4 BUILD AN AWESOME MARKETING TEAM
  • 33. Most agencies generate " < 25% of revenue " G from recurring sources. S D 33
  • 34. Most agencies generate " < 25% of revenue " GETfrom recurring sources. SHIT DONE 34
  • 35. Most agencies generate " D < 25% of revenue " from recurring sources. A R C 35
  • 36. Most agencies generate " DIGITAL < 25% of revenue " from recurring sources. ANALYTICAL REACH CONTENT 36
  • 37. FUNNEL, NOT FUNCTION. MOFU (Middle of the Funnel) BRAND & BUZZ EVANGELISM TOFU (Top of the Funnel) SALES MARKETEERING (Marketing + Engineering) 37
  • 38. MARKETING BOARD BRAND & BUZZ TOFU MOFU EVANGELISM MARKETEERING T E A M A S S E T S •  PR •  Content •  Email •  Product content •  Tools & apps •  Brand •  Co-Marketing •  Landing pages •  Sales training •  Internal •  Company Blog •  Affiliate Marketing •  Webinars •  Customer events marketing •  Events •  Display •  Analyst relations tech •  PPC T E A M M E T R I C S •  Direct & branded •  Visitors •  Leads •  Product awareness •  Traffic/downloads/ search traffic •  Subscribers •  Conversion rates •  Lead close % users of tools & apps •  PR Coverage •  Downloads •  Lead quality •  Product buzz/PR •  Marketing •  Reach •  Leads productivity 38
  • 39. HTTP://WWW.HUBSPOT.COM/MODERN-MARKETING-TEAM-KIT/ AGŸILE -adjective Quick and well-coordinated in movement; lithe. 39
  • 41. ENCOURAGE EXPERIMENTS. 41
  • 42. DO OR DO NOT. THERE IS NO ‘TRY’.
  • 43. 5 SIMPLIFY!
  • 44. EMAIL LANDING PAGES WEBSITE ??? SEO SALES TOOLS 44
  • 45. LEAD EMAIL NURTURING THE ULTIMATE BLOG ALL-IN-ONE MARKETING SOCIAL WEBSITE SOFTWARE. MEDIA LANDING PAGES ANALYTICS S S ALES TOOL SEO 45
  • 46. TRY HUBSPOT FREE FOR 30 DAYS: HUBSPOT.COM/FREE-TRIAL 46