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INSIDER SECRETS:
HOW TO MAKE THE INC 500 LIST




Tips from the #33
Inc 500 company.
I’m Mike Volpe.
Nice to meet you.                       Top 10
@mvolpe                 700,000          Blog
#OptimizeWS
                        Inbound
                         Leads
                                     120,000
                                      Twitter
                         5,000       Followers
                         Customers

                                         3.7 million
                              1,500,000     Free
                              Slideshare   Users
              CMO @
                                 Views
              HubSpot
How to Make the Inc 500 List
Agenda


1   How the Inc 500 Works + Tips to Win

2   Using Scalable Marketing for Growth

3   How to Hire for Hyper-Growth

4   Using Growth to Drive More Growth
1   HOW THE
    INC 500
    WORKS
Why the Inc 500 is Cool

• List of top growing companies
• Big honor to be selected
• Get some PR in Inc Magazine
  – Target audience of executives at other growing
    companies
• Employee morale – recognize their efforts
How the Inc 500 Works

• Top US private companies
• Ranked by 3 year revenue growth %
  – (e.g. 2007 to 2010) for
• Announced in August
• Apply starting in January - www.Inc500.com
How to Win

• Have the highest 3 year revenue growth %

• Key is first year revenue being a low number

• Inc 500 claims a $100K minimum, but…
How to Win - Example

• 400% Growth (did not make top 500)
  – $10 million in 2010 revenue
  – $2 million in 2007 revenue
• 9900% Growth (top 15 winner)
  – $10 million in 2010 revenue
  – $100K in 2007 revenue
• 4900% Growth (top 50 winner)
  – $10 million in 2010 revenue
  – $200K in 2007 revenue
SCALABLE
2   MARKETING
    FOR MORE
    GROWTH
IT’S TIME
TO RETHINK
MARKETING
Inbound
   marketing is a
fundamental shift
in how we relate to
     potential
    customers
STOP PUSHING advertising messages
in the hopes that one will get through.


                                 SKIP ADS

                                            UNSUBSCRIBE
                 RECYCLE/TRASH



     SAY
 ‘DO NOT CALL’
START ATTRACTING leads through
     relevant, useful, easy-to-find
       content when they need it.
STOP FORCING leads through
your decision process.
Readiness
           to buy…




START RESPONDING
  to how they make
      decisions.
PULL
                     EARNED
                       OWN
                     ATTRACT
                      ASSET




            VS.

             Email
   PUSH
   PAID
   RENT
INTERRUPT
INVENTORY

                               17
Make
 marketing
people love
Inbound Marketing


       Social Media       Search Engine
        Marketing           Marketing
                   Content
                  Marketing




$
             Conversion Marketing

                Lead Nurturing
                                          $

                 Sales Support
                                              19
VS.


      20
VS.


      21
Building Marketing Assets
                   Paid Marketing                Inbound Marketing
             Leads       Leads       Cost      Leads       Leads       Cost
           from this   from Past     this    from this   from Past     this
             Month     Marketing    Month      Month     Marketing    Month
Month 1       50           0       $1,000       10           0       $1,000
Month 2       50           0       $1,000       10           10      $1,000
Month 3       50           0       $1,000       10           20      $1,000
Month 4       50           0       $1,000       10           30      $1,000
              …            …         …          …            …         …
Month 24      50           0       $1,000       10           230     $1,000


Two Year
                   1,200           $24,000           2,760           $24,000
  Total
Paid Marketing vs. Inbound Marketing
3   HIRING
    FOR
    HYPER-
    GROWTH
Digital
D
Analytical
A
Reach
R
Content Creator
C
The Press Release Hire



                         Rent
                         Interrupt
                         Push
                         Outbound




                                     26
80% of my team had under 12 months
experience in “marketing” when hired.
GSD



      Sharp
D A R C : Digital
D A R C : Analytical
D A R C : Reach
D A R C : Content
Organizing the New Marketing Team
                             Marketing



                                                           Product
  TOFU Team         MOFU Team          Dev Team
                                                          Marketing

       Blogs          Lead Nurturing                       Sales Support
                                          Free Tools
       Videos          Lead Scoring                          & Training

      Webinars        Landing Page                          Demo Videos
                                         Internal Tools
    Presentations     Optimization                          Product Info

    Promotion of       Paid Lead
     Free Tools        Generation
4   USING
    GROWTH
    FOR MORE
    GROWTH
WHAT DO
THESE
COMPANIES
HAVE IN
COMMON?
            35
$150B
  $92B
    $50B

         $12B

          $10B

                $8B
                      36
Users & Growth

                    Better
   More Users       Personalization




Better Conversion   Better Value




                                      37
Even if You are Not Facebook…

• PR – Tell everyone you have the most
  customers
• Publish tons of Customer Case Studies
• Use reference selling – show customers on
  maps, industry lists, logo charts, etc.
• Social media – leverage your customers to
  promote you in social media
Summary


1   How the Inc 500 Works + Tips to Win

2   Using Scalable Marketing for Growth

3   How to Hire for Hyper-Growth

4   Using Growth to Drive More Growth
SO, WHAT IS
HUBSPOT
ANYWAY?
Complicated   Easy & Integrated
& Confusing
New Strategic Investment



                  $32M
THANK
 YOU
              Mike Volpe
            Twitter.com/mvolpe
          Facebook.com/mvolpe
        Linkedin.com/in/mikevolpe
           mvolpe@HubSpot.com
         www.HubSpot.com

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How to Make the Inc 500 List

  • 1. INSIDER SECRETS: HOW TO MAKE THE INC 500 LIST Tips from the #33 Inc 500 company.
  • 2. I’m Mike Volpe. Nice to meet you. Top 10 @mvolpe 700,000 Blog #OptimizeWS Inbound Leads 120,000 Twitter 5,000 Followers Customers 3.7 million 1,500,000 Free Slideshare Users CMO @ Views HubSpot
  • 4. Agenda 1 How the Inc 500 Works + Tips to Win 2 Using Scalable Marketing for Growth 3 How to Hire for Hyper-Growth 4 Using Growth to Drive More Growth
  • 5. 1 HOW THE INC 500 WORKS
  • 6. Why the Inc 500 is Cool • List of top growing companies • Big honor to be selected • Get some PR in Inc Magazine – Target audience of executives at other growing companies • Employee morale – recognize their efforts
  • 7. How the Inc 500 Works • Top US private companies • Ranked by 3 year revenue growth % – (e.g. 2007 to 2010) for • Announced in August • Apply starting in January - www.Inc500.com
  • 8. How to Win • Have the highest 3 year revenue growth % • Key is first year revenue being a low number • Inc 500 claims a $100K minimum, but…
  • 9. How to Win - Example • 400% Growth (did not make top 500) – $10 million in 2010 revenue – $2 million in 2007 revenue • 9900% Growth (top 15 winner) – $10 million in 2010 revenue – $100K in 2007 revenue • 4900% Growth (top 50 winner) – $10 million in 2010 revenue – $200K in 2007 revenue
  • 10. SCALABLE 2 MARKETING FOR MORE GROWTH
  • 12. Inbound marketing is a fundamental shift in how we relate to potential customers
  • 13. STOP PUSHING advertising messages in the hopes that one will get through. SKIP ADS UNSUBSCRIBE RECYCLE/TRASH SAY ‘DO NOT CALL’
  • 14. START ATTRACTING leads through relevant, useful, easy-to-find content when they need it.
  • 15. STOP FORCING leads through your decision process.
  • 16. Readiness to buy… START RESPONDING to how they make decisions.
  • 17. PULL EARNED OWN ATTRACT ASSET VS. Email PUSH PAID RENT INTERRUPT INVENTORY 17
  • 19. Inbound Marketing Social Media Search Engine Marketing Marketing Content Marketing $ Conversion Marketing Lead Nurturing $ Sales Support 19
  • 20. VS. 20
  • 21. VS. 21
  • 22. Building Marketing Assets Paid Marketing Inbound Marketing Leads Leads Cost Leads Leads Cost from this from Past this from this from Past this Month Marketing Month Month Marketing Month Month 1 50 0 $1,000 10 0 $1,000 Month 2 50 0 $1,000 10 10 $1,000 Month 3 50 0 $1,000 10 20 $1,000 Month 4 50 0 $1,000 10 30 $1,000 … … … … … … Month 24 50 0 $1,000 10 230 $1,000 Two Year 1,200 $24,000 2,760 $24,000 Total
  • 23. Paid Marketing vs. Inbound Marketing
  • 24. 3 HIRING FOR HYPER- GROWTH
  • 26. The Press Release Hire Rent Interrupt Push Outbound 26
  • 27. 80% of my team had under 12 months experience in “marketing” when hired.
  • 28. GSD Sharp
  • 29. D A R C : Digital
  • 30. D A R C : Analytical
  • 31. D A R C : Reach
  • 32. D A R C : Content
  • 33. Organizing the New Marketing Team Marketing Product TOFU Team MOFU Team Dev Team Marketing Blogs Lead Nurturing Sales Support Free Tools Videos Lead Scoring & Training Webinars Landing Page Demo Videos Internal Tools Presentations Optimization Product Info Promotion of Paid Lead Free Tools Generation
  • 34. 4 USING GROWTH FOR MORE GROWTH
  • 36. $150B $92B $50B $12B $10B $8B 36
  • 37. Users & Growth Better More Users Personalization Better Conversion Better Value 37
  • 38. Even if You are Not Facebook… • PR – Tell everyone you have the most customers • Publish tons of Customer Case Studies • Use reference selling – show customers on maps, industry lists, logo charts, etc. • Social media – leverage your customers to promote you in social media
  • 39. Summary 1 How the Inc 500 Works + Tips to Win 2 Using Scalable Marketing for Growth 3 How to Hire for Hyper-Growth 4 Using Growth to Drive More Growth
  • 41. Complicated Easy & Integrated & Confusing
  • 43. THANK YOU Mike Volpe Twitter.com/mvolpe Facebook.com/mvolpe Linkedin.com/in/mikevolpe mvolpe@HubSpot.com www.HubSpot.com