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Inbound Marketing Launches Startup
Leads & Revenues: Cilk Arts
Featuring: Ilya Mirman, Former VP Marketing, Cilk Arts
Moderator: Kirsten Knipp, Product Evangelism
Agenda
 • Who are HubSpot & Cilk Arts
 • Cilk Arts Inbound Marketing Success
   •   Betting on Inbound Marketing Leverage
   •   Creating & Promoting Remarkable Content
   •   Landing Pages & CRM Integration for Streamlined Lead Gen
   •   Inbound Marketing & Social Media Lessons
 • HubSpot & Salesforce.com Example
   • Closed Loop Marketing: Manage Leads with CRM Integrations
 • Q&A
HubSpot | Inbound Marketing System




  • Inbound Marketing Experts providing software & services to
      help grow your small to medium sized business
  •   Founded: July 2006 by Dharmesh Shah & Brian Halligan
  •   Grew out of research at MIT
  •   2,000+ customers, 100+ employees
  •   Global Headquarters: Cambridge, MA
What is Inbound Marketing?


                     Get
                1
                    Found



      3   Analyze           2   Convert
Cilk Arts, Inc*
     Mission:
       To provide the easiest,
       quickest, and most
       reliable way to optimize
       application performance
       on multicore processors.

     Our Goal:
       Own a multicore
       programming standard
         Cilk++ Runtime on
          every processor
         Cilk++ used by all
          C/C++ multi-coders

  [*July 2009: Cilk Arts acquired by Intel]
© 2008 CILK ARTS, Inc.                        5
Go To Market Approach
        ∙ Open source business model
              Low-touch, low-cost sales model
              Broad awareness, trial, adoption
        ∙ Big bet on Inbound Marketing
              No sales people
              Hired 1 marketer (me) 8 months before
               shipping product to implement Inbound
               Marketing approach
        ∙ Blog as primary marketing vehicle
              Entire team contributed (~1 post per week)
              Helped us engage with the developers we
               hoped to serve; understand what content
               they’re interested in
© 2008 CILK ARTS, Inc.                                      6
Results
    ∙ Reached over 100,000
      developers
    ∙ Traffic and awareness
      matched or exceeded
      competitors
    ∙ >3,000 leads
    ∙ >1,000 downloads
    ∙ >6,200 inbound links
    ∙ >600 blog subscribers
    ∙ Adoption at >300
      universities worldwide

© 2008 CILK ARTS, Inc.             7
Content is King
 ∙ Blog was primary vehicle
 ∙ Entire team contributed
 ∙ Repurposed content in
   multiple ways
          e-Book
          Short YouTube videos
          Online courses
          2-day training workshop




© 2008 CILK ARTS, Inc.                     8
Blog Metrics
                                   Engaged entire team




       Don’t know ahead of time
                                                 Links drove search engine rank
    which topics will strike a chord
© 2008 CILK ARTS, Inc.                                                            9
Social Media
  ∙ Engaged bloggers
    in industry and
    academia
  ∙ Drove coverage,
    links, conference
    invites




© 2008 CILK ARTS, Inc.                  10
Thought Leadership &
                         Awareness
  ∙ Grew a loyal
    following:                     Inbound Links



        > 6,200 inbound
          links

        > 600 Blog
         subscribers               Blog Subscribers




© 2008 CILK ARTS, Inc.                                11
Organic SEO
  ∙ Web site optimized for
    long tail of relevant
    search terms
         40% of traffic from
          search
         High rank for ~300
          relevant phrases
  ∙ Ongoing maintenance
    to optimize popular
    pages for key terms
                                       Keywords w/high
                                       Google rank


© 2008 CILK ARTS, Inc.                                   12
Lead Capture
    ∙ Translating content & traffic
      to Leads using Landing Pages




© 2008 CILK ARTS, Inc.                  13
Lead Management
  ∙   3000+ Leads
  ∙   1 Sales & 1 Marketing person managed it all
  ∙   Even engaged engineers with lead alerts
  ∙   Key: Closed Loop Marketing & CRM Integration



                                     Leads
                                             CRM
                         Marketing     Sales

© 2008 CILK ARTS, Inc.                               14
Salesforce.com + HubSpot




© 2008 CILK ARTS, Inc.                              15
Visitors & Sources

         published
         eBook;               Posted Cilk++ docs;
         Pilot campaign       Pilot campaign to IEEE
         to quant             community
         finance
         community




   ∙ Healthy mix of
     traffic from organic
     search and key
     social media sites
© 2008 CILK ARTS, Inc.                                 16
Inbound Marketing & Social
                         Media Lessons
    Do…
    ∙ Get your whole organization engaged in contributing content
    ∙ Be real, be genuine
    ∙ Build an editorial calendar with a broad set of interesting,
      valuable content, targeted at key personas
    ∙ Leverage content in many ways (Blog, e-Books, Tutorials, YouTube,
        SlideShare, etc.)
    ∙ Use Closed Loop Marketing to get a single view of your funnel
      so Sales & Marketing can work as an efficient team

    Don’t…
    ∙ …be a blatant, self-centered commercial
    ∙ …focus on just one topic
    ∙ …make your blog your only social media effort; instead, spend
      time on other blogs, community sites, and contribute
    ∙ …worry about slow periods (# of visitors,# of subscribers, # of comments)

© 2008 CILK ARTS, Inc.                                                            17
Learn how HubSpot can grow your sales

 • Inbound Marketing
   applies to virtually any
   business
 • It’s not rocket science,
   but the right tools &
   methodology can
   catapult you to success
Backup Materials
Strong University Pull

 • Downloads from >300 universities

 • Strong interest at universities to use
   Cilk++ in concurrent programming
   classes

 • Cilk Arts developed a rich set of
   course materials

 • Incorporated into the curriculum at
   >10 universities
Strong University Pull
•   Alabama Supercomputer Center                •   Iran University of Science and Technology       ∙   Universidade Federal do Rio de Janeiro
•   American University of Beirut               •   Istituto Nazionale di Fisica Nucleare (Italy)   ∙   Federal University of Rio Grande
•   Aristotle University of Thessaloniki        •   Korea University                                ∙   Universidade federal do Paraná
•   Auburn University Montgomery                •   Maharishi University of Management              ∙   Universitaet Karlsruhe
                                                                                                    ∙   Universidad DaVinci
•   Augustana College                           •   MIT
                                                                                                    ∙   Universita' di Padova
•   Beijing Genomics Institute                  •   Muffakham Jah College of Engineering
                                                                                                    ∙   Universiti Teknologi Malaysia
•   Ben-Gurion University of the Negev              and Technology
                                                                                                    ∙   University of Arizona
•                                               •   MSU-Iligan Institute of Technology
    Birla Institute Of Technology and Science                                                       ∙   University of California, Santa Barbara
•   Bourgas Free University                     •   National Technical University of Ukraine        ∙   University of Innsbruck
•   Cairo University                            •   National University of Singapore                ∙   University of Ioannina
•   Carleton University                         •   National University of Sciences &               ∙   University of Iowa
•   Carnegie Mellon                                 Technology, Pakistan                            ∙   University of Kentucky
•   Cummins College of Engineering              •   New Bulgarian University                        ∙   University of Leeds
•   Czech Technical University in Prague        •   Old Dominion University                         ∙   University of Michigan
•   Deakin University (Australia)               •   Pardee RAND Graduate School                     ∙   University Of Salento
                                                •   Politecnico di Torino                           ∙   University of Otago
•   Delft University of Technology
                                                •   Polytechnic University of Puerto Rico           ∙   University of Ottawa
•   Democritus University Of Thrace (Greece)
                                                •   Queensland Univesity of Technology              ∙   University of Oulu
•   Drexel University                                                                               ∙   University of Santiago de Chile
•                                               •   Rice University
    Georgia Institute of Technology                                                                 ∙   The University of Sheffield
•                                               •   Royal Institute of Technology (Sweden)
    GuangDong University of Technology                                                              ∙   University of Southern California
                                                •   Sabanci University (Turkey)
•   Ghulam Ishaq Khan Institute                                                                     ∙   University of Toronto
•   Gulf Coast Academic Supercomputing          •   Syracuse University                             ∙   University of Utah
•   Hacettepe University (Turkey)               •   Tampere University of Tech                      ∙   University of Western Ontario
•   Helmholtz Center for Environmental          •   Tel-Aviv University                             ∙   University of Wisconsin – Platteville
    Research                                    •   TU Delft                                        ∙   University of Wollongong
•   Hong Kong University of Science &           •   TU München                                      ∙   Utah State University
    Technology                                  •   UC-Los Angeles                                  ∙   VIT University India)
•   Indian Institute of Technology              •   UC-Santa Barbara                                ∙   Washington State University
•   Indian Institute of Technology Madras       •   Universidad Vasco de Quiroga                    ∙   Xi'an Jiaotong University (China)
•   Institute of Computing Technology,                                                              ∙   Zhejiang University
    Chinese Academy of Sciences
Open Source Traffic Ranks

  • Carefully monitored and acted on
    competitive metrics (traffic, inbound
    links, keyword ranks, etc.)
     OpenMP                           OpenMP

                                   Cilk Arts

                                TBB
     Cilk Arts

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Webinar Slides | Cilk Arts & Hub Spot

  • 1. Inbound Marketing Launches Startup Leads & Revenues: Cilk Arts Featuring: Ilya Mirman, Former VP Marketing, Cilk Arts Moderator: Kirsten Knipp, Product Evangelism
  • 2. Agenda • Who are HubSpot & Cilk Arts • Cilk Arts Inbound Marketing Success • Betting on Inbound Marketing Leverage • Creating & Promoting Remarkable Content • Landing Pages & CRM Integration for Streamlined Lead Gen • Inbound Marketing & Social Media Lessons • HubSpot & Salesforce.com Example • Closed Loop Marketing: Manage Leads with CRM Integrations • Q&A
  • 3. HubSpot | Inbound Marketing System • Inbound Marketing Experts providing software & services to help grow your small to medium sized business • Founded: July 2006 by Dharmesh Shah & Brian Halligan • Grew out of research at MIT • 2,000+ customers, 100+ employees • Global Headquarters: Cambridge, MA
  • 4. What is Inbound Marketing? Get 1 Found 3 Analyze 2 Convert
  • 5. Cilk Arts, Inc* Mission: To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors. Our Goal: Own a multicore programming standard  Cilk++ Runtime on every processor  Cilk++ used by all C/C++ multi-coders [*July 2009: Cilk Arts acquired by Intel] © 2008 CILK ARTS, Inc. 5
  • 6. Go To Market Approach ∙ Open source business model  Low-touch, low-cost sales model  Broad awareness, trial, adoption ∙ Big bet on Inbound Marketing  No sales people  Hired 1 marketer (me) 8 months before shipping product to implement Inbound Marketing approach ∙ Blog as primary marketing vehicle  Entire team contributed (~1 post per week)  Helped us engage with the developers we hoped to serve; understand what content they’re interested in © 2008 CILK ARTS, Inc. 6
  • 7. Results ∙ Reached over 100,000 developers ∙ Traffic and awareness matched or exceeded competitors ∙ >3,000 leads ∙ >1,000 downloads ∙ >6,200 inbound links ∙ >600 blog subscribers ∙ Adoption at >300 universities worldwide © 2008 CILK ARTS, Inc. 7
  • 8. Content is King ∙ Blog was primary vehicle ∙ Entire team contributed ∙ Repurposed content in multiple ways  e-Book  Short YouTube videos  Online courses  2-day training workshop © 2008 CILK ARTS, Inc. 8
  • 9. Blog Metrics Engaged entire team Don’t know ahead of time Links drove search engine rank which topics will strike a chord © 2008 CILK ARTS, Inc. 9
  • 10. Social Media ∙ Engaged bloggers in industry and academia ∙ Drove coverage, links, conference invites © 2008 CILK ARTS, Inc. 10
  • 11. Thought Leadership & Awareness ∙ Grew a loyal following: Inbound Links > 6,200 inbound links > 600 Blog subscribers Blog Subscribers © 2008 CILK ARTS, Inc. 11
  • 12. Organic SEO ∙ Web site optimized for long tail of relevant search terms  40% of traffic from search  High rank for ~300 relevant phrases ∙ Ongoing maintenance to optimize popular pages for key terms Keywords w/high Google rank © 2008 CILK ARTS, Inc. 12
  • 13. Lead Capture ∙ Translating content & traffic to Leads using Landing Pages © 2008 CILK ARTS, Inc. 13
  • 14. Lead Management ∙ 3000+ Leads ∙ 1 Sales & 1 Marketing person managed it all ∙ Even engaged engineers with lead alerts ∙ Key: Closed Loop Marketing & CRM Integration Leads CRM Marketing Sales © 2008 CILK ARTS, Inc. 14
  • 15. Salesforce.com + HubSpot © 2008 CILK ARTS, Inc. 15
  • 16. Visitors & Sources published eBook; Posted Cilk++ docs; Pilot campaign Pilot campaign to IEEE to quant community finance community ∙ Healthy mix of traffic from organic search and key social media sites © 2008 CILK ARTS, Inc. 16
  • 17. Inbound Marketing & Social Media Lessons Do… ∙ Get your whole organization engaged in contributing content ∙ Be real, be genuine ∙ Build an editorial calendar with a broad set of interesting, valuable content, targeted at key personas ∙ Leverage content in many ways (Blog, e-Books, Tutorials, YouTube, SlideShare, etc.) ∙ Use Closed Loop Marketing to get a single view of your funnel so Sales & Marketing can work as an efficient team Don’t… ∙ …be a blatant, self-centered commercial ∙ …focus on just one topic ∙ …make your blog your only social media effort; instead, spend time on other blogs, community sites, and contribute ∙ …worry about slow periods (# of visitors,# of subscribers, # of comments) © 2008 CILK ARTS, Inc. 17
  • 18. Learn how HubSpot can grow your sales • Inbound Marketing applies to virtually any business • It’s not rocket science, but the right tools & methodology can catapult you to success
  • 20. Strong University Pull • Downloads from >300 universities • Strong interest at universities to use Cilk++ in concurrent programming classes • Cilk Arts developed a rich set of course materials • Incorporated into the curriculum at >10 universities
  • 21. Strong University Pull • Alabama Supercomputer Center • Iran University of Science and Technology ∙ Universidade Federal do Rio de Janeiro • American University of Beirut • Istituto Nazionale di Fisica Nucleare (Italy) ∙ Federal University of Rio Grande • Aristotle University of Thessaloniki • Korea University ∙ Universidade federal do Paraná • Auburn University Montgomery • Maharishi University of Management ∙ Universitaet Karlsruhe ∙ Universidad DaVinci • Augustana College • MIT ∙ Universita' di Padova • Beijing Genomics Institute • Muffakham Jah College of Engineering ∙ Universiti Teknologi Malaysia • Ben-Gurion University of the Negev and Technology ∙ University of Arizona • • MSU-Iligan Institute of Technology Birla Institute Of Technology and Science ∙ University of California, Santa Barbara • Bourgas Free University • National Technical University of Ukraine ∙ University of Innsbruck • Cairo University • National University of Singapore ∙ University of Ioannina • Carleton University • National University of Sciences & ∙ University of Iowa • Carnegie Mellon Technology, Pakistan ∙ University of Kentucky • Cummins College of Engineering • New Bulgarian University ∙ University of Leeds • Czech Technical University in Prague • Old Dominion University ∙ University of Michigan • Deakin University (Australia) • Pardee RAND Graduate School ∙ University Of Salento • Politecnico di Torino ∙ University of Otago • Delft University of Technology • Polytechnic University of Puerto Rico ∙ University of Ottawa • Democritus University Of Thrace (Greece) • Queensland Univesity of Technology ∙ University of Oulu • Drexel University ∙ University of Santiago de Chile • • Rice University Georgia Institute of Technology ∙ The University of Sheffield • • Royal Institute of Technology (Sweden) GuangDong University of Technology ∙ University of Southern California • Sabanci University (Turkey) • Ghulam Ishaq Khan Institute ∙ University of Toronto • Gulf Coast Academic Supercomputing • Syracuse University ∙ University of Utah • Hacettepe University (Turkey) • Tampere University of Tech ∙ University of Western Ontario • Helmholtz Center for Environmental • Tel-Aviv University ∙ University of Wisconsin – Platteville Research • TU Delft ∙ University of Wollongong • Hong Kong University of Science & • TU München ∙ Utah State University Technology • UC-Los Angeles ∙ VIT University India) • Indian Institute of Technology • UC-Santa Barbara ∙ Washington State University • Indian Institute of Technology Madras • Universidad Vasco de Quiroga ∙ Xi'an Jiaotong University (China) • Institute of Computing Technology, ∙ Zhejiang University Chinese Academy of Sciences
  • 22. Open Source Traffic Ranks • Carefully monitored and acted on competitive metrics (traffic, inbound links, keyword ranks, etc.) OpenMP OpenMP Cilk Arts TBB Cilk Arts