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Inbound Marketing:
More Customers for Less Money
I’m Mike Volpe.
Nice to meet you.



@mvolpe
CMO @HubSpot
1   Our Marketing Philosophy


2   The Story from 2007 to 2011


3   Building an Inbound Marketing Machine


4   The New Marketing Team


5   Measuring Marketing

                                  Agenda
Our
    Marketing
1   Philosophy
Inbound marketing AMA Webinar
For decades, marketing focused
on pushing messages out.
86%
 skip TV ads




 44%
 of direct mail is
  never opened




  91%
 unsubscribe



200m
Say DO NOT CALL




                     7
Be more
inbound to
draw people in
at all stages of
the sales and
marketing
process.
             “Here’s some exceptional
              content, useful data &/or
             awesome service. Enjoy.”
Renting an
Audience…
...vs Building Assets
How

Inbound
Marketing
WORKS.
1     Get Found

73%
of B2B executives use
search engines to find
goods & services for
their business.
2   Convert
3   Analyze
1   Get Found




                   ( INBOUND )
                   MARKETING



                                 2   Convert


     3   Analyze
The Story
    from 2007
2   to 2011
10
                  Beta Customers



                              2
                    Leads Per Day

Circa 2007
                              5
                       Employees



                            $x
             Small seed investment
                       by Founder


                                     17
Customers

                                    5961

                               3855

                      1150
               317
        48
  3


 2006   2007   2008     2009     2010   2011
Leads
Employees

                                     304




                             176



                      96

               42
        15
  3

 2006   2007   2008   2009   2010   2011
2011: Our BIGGEST Year Yet

    Mar 8     May 19                      Jul 12                     Sep 15                    Nov 30
              Mike Volpe                   HubSpot App                1,000 HubSpot            America’s 20 Most
              named CMO.                   Marketplace launches.      customers & partners     Promising Companies
                                                                      attend HUGS, the 2011    by Forbes.
                                                                      HubSpot User Group
                                                                      Summit.
              May 20

              names Co-Founder &
              CTO Dharmesh Shah
              the Top Innovator in
              High Tech.




                            Jun 9                       Aug 18                    Oct 19                   Dec 6
                             HubSpot wins BBJ’s         HubSpot acquires          #8 Fastest Growing        HubSpot Launches
                             Top Places to Work                                   Company in North          Free Marketing Grader




 2011
                             Award, 2nd year in a                                 America.                  tool to Replace Website
                             row.                                                                           Grader.
                                                        Aug 23
                            Jun 16                      #2 Fastest Growing
                                                        Software Company &
                             HubSpot acquires           #33 Fastest Growing
 HubSpot                                                Company overall.

 Milestones                 Jun 17                      Aug 24
                             CEO Brian Halligan         HubSpot sets the
                             named Ernst & Y oung       world record for
                             Entrepreneur of the        Largest Online
                             Year.                      Marketing Seminar
                                                        with 10,899 attendees.
Building
    an Inbound
2   Marketing
    Machine
Personas
Build Marketing Assets

• Blog
• Free Tools
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
Your competition is not who you think it is.
Marketing
Grader
• Free interactive tool
• 4 million users
• Great PR coverage
• 50,000+ visitors
  from StumbleUpon
• 500,000+ opt-in
  emails
Blog.HubSpot.com
Blog.HubSpot.com


  Top 3
  source
  of leads
Blog.HubSpot.com




             10%
             visit
             HubSpot.com
Blog.HubSpot.com

                   10-20%
                   Lead conversion rate
55% more website visitors
for companies that blog.
79% more Twitter followers
                           for companies that blog.




Image credit: netzkobold
Marketing
Update
Podcast
• 1-2k views /episode
• 300,000 total views
• Top 5 marketing
  podcast in iTunes
B2B Music Video
• 10,000 views 1st day
• Page 1 for “inbound
  marketing”
• Page 1 for “marketing”
  on YouTube
• 3x increase in
  searches for “inbound
  marketing”




                           http://www.youtube.com/watch?v=4-lGe5MnBlY
Social Media


               165,000 followers


                       105,000 likes



               76,000 group members
Social Media


  Top 3        165,000 followers
  source
  of leads
                       105,000 likes



               76,000 group members
Social Media
                   7-10%
                   Lead conversion rate
               165,000 followers


                        105,000 likes



               76,000 group members
% Companies Acquiring Customers
via Social Channels




   57%      48%     57%     42%
Targeted Calls-to-Action on All Content
1,200 Landing Pages

                      45%
                      conversion rate
50-90 Targeted eMails/Month
10+ Behavior-Based Lead Nurturing Series
SUMMARY
Get Found
•   2,800 blog articles, 9.4M views
•   300 presentations, 1.3M views
•   500 videos, 1M views
•   180 podcast episodes, 300K views
•   150 webinars, 300K views
•   1,000’s keywords driving
    SEO traffic
SUMMARY
Convert
•   5-7% overall conversion rate
•   1,200 landing pages with 45%
    conversion rate
•   Hundreds of social media
    messages / month
•   50-90 segmented and targeted
    emails / month
•   10+ behavior-based lead
    nurturing series
•   Intelligence about lead behavior
    drives alerts for sales team
•   10,000 MQLs given to sales
    each month
3   Analyze
The New
    Marketing
4   Team
The
Press
Release
Hire
GSD
DARC : Digital
DARC : Analytical
DARC : Reach
DARC : Content
Organizing the New Marketing Team

                            Marketing



   Get Found         Convert                          Product
                                      Dev Team
     Team             Team                           Marketing

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


       Webinars       Landing Page                     Demo Videos
     Presentations     Optimization                    Product Info


     Promotion of      Paid Lead
      Free Tools       Generation
Measuring
5   Marketing
Data is your friend.
Measure each stage
of your sales
& marketing
process.
      VISITS


     PROSPECTS


         LEADS

            WO.
           LEADS

               OPPS

                CUST
Drill into each source to diagnose.




         Visitors     Leads       Sales

SEO


Social
Media
Set targets for each key metric.
Measure progress DAILY.


                         100%


                         80%
    % Progress to Goal




                         60%
                                                                                                              Actual
                                                                                                              Goal
                         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
Measure often.




                 Evolve faster.
What is
HubSpot?
+            +
You can
do
marketing
this way.               +         +

                              +
            SEO Consultants
Or you
All-in-One
                     can do
Marketing Software   marketing
                     this way.


                                 63
Search Engine
                     Optimization


                     Blogging &
                     Social Media


                     Lead
                     Generation


                     Lead
All-in-One           Management
Marketing Software
                     Email &
                     Automation

                     Marketing
                     Analytics



                                     64
65
#17
      66
Strategic investments.




                    $32M
•   Based in Cambridge, MA
        •   300+ employees

ABOUT   •   6,000 customers in 43 countries
        •   #2 Fastest Growing Software Company
        •   #17 Most Promising Company
        •   Backed by:




                                              68
3         2000 7                        50+ 6                   15          0
         days                                    breakout    inspiring   small       reasons
                   inbound         learning      sessions    keynotes    group       not to
                   marketing       tracks                                workshops   GO!
                   professionals




                                                 REGISTER TODAY!
                                              http://inbound2012.eventbrite.com/


www.InboundConference.com
All-in-One                             Free & Instant
Marketing Software
                                       Assessment of
                                       Your Marketing:
                                       http://Marketing.Grader.com

           Mike Volpe
           Twitter.com/mvolpe
           Facebook.com/mvolpe
           Linkedin.com/in/mikevolpe
           mvolpe@HubSpot.com
           www.HubSpot.com
                                                                     70
71

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Inbound marketing AMA Webinar

  • 2. I’m Mike Volpe. Nice to meet you. @mvolpe CMO @HubSpot
  • 3. 1 Our Marketing Philosophy 2 The Story from 2007 to 2011 3 Building an Inbound Marketing Machine 4 The New Marketing Team 5 Measuring Marketing Agenda
  • 4. Our Marketing 1 Philosophy
  • 6. For decades, marketing focused on pushing messages out.
  • 7. 86% skip TV ads 44% of direct mail is never opened 91% unsubscribe 200m Say DO NOT CALL 7
  • 8. Be more inbound to draw people in at all stages of the sales and marketing process. “Here’s some exceptional content, useful data &/or awesome service. Enjoy.”
  • 12. 1 Get Found 73% of B2B executives use search engines to find goods & services for their business.
  • 13. 2 Convert
  • 14. 3 Analyze
  • 15. 1 Get Found ( INBOUND ) MARKETING 2 Convert 3 Analyze
  • 16. The Story from 2007 2 to 2011
  • 17. 10 Beta Customers 2 Leads Per Day Circa 2007 5 Employees $x Small seed investment by Founder 17
  • 18. Customers 5961 3855 1150 317 48 3 2006 2007 2008 2009 2010 2011
  • 19. Leads
  • 20. Employees 304 176 96 42 15 3 2006 2007 2008 2009 2010 2011
  • 21. 2011: Our BIGGEST Year Yet Mar 8 May 19 Jul 12 Sep 15 Nov 30 Mike Volpe HubSpot App 1,000 HubSpot America’s 20 Most named CMO. Marketplace launches. customers & partners Promising Companies attend HUGS, the 2011 by Forbes. HubSpot User Group Summit. May 20 names Co-Founder & CTO Dharmesh Shah the Top Innovator in High Tech. Jun 9 Aug 18 Oct 19 Dec 6 HubSpot wins BBJ’s HubSpot acquires #8 Fastest Growing HubSpot Launches Top Places to Work Company in North Free Marketing Grader 2011 Award, 2nd year in a America. tool to Replace Website row. Grader. Aug 23 Jun 16 #2 Fastest Growing Software Company & HubSpot acquires #33 Fastest Growing HubSpot Company overall. Milestones Jun 17 Aug 24 CEO Brian Halligan HubSpot sets the named Ernst & Y oung world record for Entrepreneur of the Largest Online Year. Marketing Seminar with 10,899 attendees.
  • 22. Building an Inbound 2 Marketing Machine
  • 24. Build Marketing Assets • Blog • Free Tools • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 25. Your competition is not who you think it is.
  • 26. Marketing Grader • Free interactive tool • 4 million users • Great PR coverage • 50,000+ visitors from StumbleUpon • 500,000+ opt-in emails
  • 28. Blog.HubSpot.com Top 3 source of leads
  • 29. Blog.HubSpot.com 10% visit HubSpot.com
  • 30. Blog.HubSpot.com 10-20% Lead conversion rate
  • 31. 55% more website visitors for companies that blog.
  • 32. 79% more Twitter followers for companies that blog. Image credit: netzkobold
  • 33. Marketing Update Podcast • 1-2k views /episode • 300,000 total views • Top 5 marketing podcast in iTunes
  • 34. B2B Music Video • 10,000 views 1st day • Page 1 for “inbound marketing” • Page 1 for “marketing” on YouTube • 3x increase in searches for “inbound marketing” http://www.youtube.com/watch?v=4-lGe5MnBlY
  • 35. Social Media 165,000 followers 105,000 likes 76,000 group members
  • 36. Social Media Top 3 165,000 followers source of leads 105,000 likes 76,000 group members
  • 37. Social Media 7-10% Lead conversion rate 165,000 followers 105,000 likes 76,000 group members
  • 38. % Companies Acquiring Customers via Social Channels 57% 48% 57% 42%
  • 40. 1,200 Landing Pages 45% conversion rate
  • 42. 10+ Behavior-Based Lead Nurturing Series
  • 43. SUMMARY Get Found • 2,800 blog articles, 9.4M views • 300 presentations, 1.3M views • 500 videos, 1M views • 180 podcast episodes, 300K views • 150 webinars, 300K views • 1,000’s keywords driving SEO traffic
  • 44. SUMMARY Convert • 5-7% overall conversion rate • 1,200 landing pages with 45% conversion rate • Hundreds of social media messages / month • 50-90 segmented and targeted emails / month • 10+ behavior-based lead nurturing series • Intelligence about lead behavior drives alerts for sales team • 10,000 MQLs given to sales each month
  • 45. 3 Analyze
  • 46. The New Marketing 4 Team
  • 48. GSD
  • 53. Organizing the New Marketing Team Marketing Get Found Convert Product Dev Team Team Team Marketing Blogs Lead Nurturing Sales Support Free Tools Videos Lead Scoring & Training Webinars Landing Page Demo Videos Presentations Optimization Product Info Promotion of Paid Lead Free Tools Generation
  • 54. Measuring 5 Marketing
  • 55. Data is your friend.
  • 56. Measure each stage of your sales & marketing process. VISITS PROSPECTS LEADS WO. LEADS OPPS CUST
  • 57. Drill into each source to diagnose. Visitors Leads Sales SEO Social Media
  • 58. Set targets for each key metric.
  • 59. Measure progress DAILY. 100% 80% % Progress to Goal 60% Actual Goal 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
  • 60. Measure often. Evolve faster.
  • 62. + + You can do marketing this way. + + + SEO Consultants
  • 63. Or you All-in-One can do Marketing Software marketing this way. 63
  • 64. Search Engine Optimization Blogging & Social Media Lead Generation Lead All-in-One Management Marketing Software Email & Automation Marketing Analytics 64
  • 65. 65
  • 66. #17 66
  • 68. Based in Cambridge, MA • 300+ employees ABOUT • 6,000 customers in 43 countries • #2 Fastest Growing Software Company • #17 Most Promising Company • Backed by: 68
  • 69. 3 2000 7 50+ 6 15 0 days breakout inspiring small reasons inbound learning sessions keynotes group not to marketing tracks workshops GO! professionals REGISTER TODAY! http://inbound2012.eventbrite.com/ www.InboundConference.com
  • 70. All-in-One Free & Instant Marketing Software Assessment of Your Marketing: http://Marketing.Grader.com Mike Volpe Twitter.com/mvolpe Facebook.com/mvolpe Linkedin.com/in/mikevolpe mvolpe@HubSpot.com www.HubSpot.com 70
  • 71. 71

Hinweis der Redaktion

  1. Source: Data from over 2,000 businsses - http://bit.ly/a6SrWh
  2. But, blogging about your product is not the right strategy. You should blog about the things that most interest your target customer persona. Think like a media company – like Oprah – and think about what people want to read, not what you want them to read.
  3. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  4. Source: Data from over 2,000 businsses - http://bit.ly/a6SrWh
  5. Source: survey of hundreds of businesses: HubSpot.com/ROI
  6. Coke’s CMO – renter. Press Release hire.
  7. This is a screenshot of my MONTHLY marketing report. It has over 110 slides in it, all graphs and tables of data. Each year, just marketing produces over 1500 pages of data/reports that we use to optimize and improve our business.
  8. To diagnose problems or areas for improvement in the overall funnel, look at each source or campaign alone, and look at each of the stages for just that source. Comparing them can give you insights into trends and what you might do to improve.
  9. For each of the metrics that you track, you need to set a goal or target for the future time periods. Even if inaccurate, it helps you target growth rates and figure out how fast you can grow.
  10. If at all possible, measure you business monthly, not quarterly. If you measure monthly, you can evolve 12 times a year, 3 times faster than if you measure quarterly. Evolving your business faster means you can test more, learn more and improve more. Startups need to test and learn quickly, while the cost to do so is low.