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Harvard innovation lab :       Michael J Skok :           Startup Secrets :   Go To Market
 Hi
Hi    Harvard innovation lab
         #innovationlab              @mjskok                     #startupsecrets    www.mjskok.com




                           START UP Case Example: HubSpot


                           SECRETS
                             An insider’s guide to unfair competitive advantage
                                      Inbound Marketing




                                   Going To Market (GTM)




                                           MICHAEL J SKOK
                                         North Bridge Venture Partners

                                          twitter: @mjskok mjskok.com
                                                                                                     1
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To Market
Hi                                                                     www.mjskok.com
        #innovationlab          @mjskok            #startupsecrets




     For context and more information:

     • The entire “Going to Market” presentation can
       be found here.




                                                                                        2
Brian Halligan
CEO, HubSpot
@Bhalligan
Going to Market – Case – HubSpot: Inbound Marketing
Going to Market – Case – HubSpot: Inbound Marketing
Going to Market – Case – HubSpot: Inbound Marketing
Going to Market – Case – HubSpot: Inbound Marketing
Going to Market – Case – HubSpot: Inbound Marketing
Going to Market – Case – HubSpot: Inbound Marketing
content
CREATE
CONTENT
•   Blog Posts
•   Info graphics
•   Videos
•   E-books
•   White papers
•   Reports
•   Calculators
•   Freemium Appl
•   Grader
OPTIMIZE
PROMOTE
Going to Market – Case – HubSpot: Inbound Marketing
LINKS ARE TO
THE INTERNET
AS DOLLARS
ARE TO THE
ECONOMY
@BHalli
gan
Going to Market – Case – HubSpot: Inbound Marketing
Going to Market – Case – HubSpot: Inbound Marketing
Going to Market – Case – HubSpot: Inbound Marketing
Going to Market – Case – HubSpot: Inbound Marketing
Better
 More Usage   Personalizati
              on




    Better    Better Value
Conversion
Going to Market – Case – HubSpot: Inbound Marketing
Going to Market – Case – HubSpot: Inbound Marketing
Going to Market – Case – HubSpot: Inbound Marketing
MIT 15.S16 Special Seminar in
Management: Entrepreneurial
Product Marketing and
Development (Spring)
Harvard innovation lab :   Michael J Skok :   Startup Secrets :   Go To Market
Hi                                                                     www.mjskok.com
        #innovationlab          @mjskok            #startupsecrets




     For context and more information:

     • The entire “Going to Market” presentation can
       be found here.




                                                                                        25
Harvard innovation lab :       Michael J Skok :           Startup Secrets :   Go To Market
 Hi
Hi    Harvard innovation lab
         #innovationlab              @mjskok                     #startupsecrets    www.mjskok.com




                           START UP
                           SECRETS
                             An insider’s guide to unfair competitive advantage




                                         Going to Market




                                           MICHAEL J SKOK
                                         North Bridge Venture Partners

                                          twitter: @mjskok mjskok.com
                                                                                                     26

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Going to Market – Case – HubSpot: Inbound Marketing

  • 1. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market Hi Hi Harvard innovation lab #innovationlab @mjskok #startupsecrets www.mjskok.com START UP Case Example: HubSpot SECRETS An insider’s guide to unfair competitive advantage Inbound Marketing Going To Market (GTM) MICHAEL J SKOK North Bridge Venture Partners twitter: @mjskok mjskok.com 1
  • 2. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market Hi www.mjskok.com #innovationlab @mjskok #startupsecrets For context and more information: • The entire “Going to Market” presentation can be found here. 2
  • 11. CREATE CONTENT • Blog Posts • Info graphics • Videos • E-books • White papers • Reports • Calculators • Freemium Appl • Grader
  • 15. LINKS ARE TO THE INTERNET AS DOLLARS ARE TO THE ECONOMY @BHalli gan
  • 20. Better More Usage Personalizati on Better Better Value Conversion
  • 24. MIT 15.S16 Special Seminar in Management: Entrepreneurial Product Marketing and Development (Spring)
  • 25. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market Hi www.mjskok.com #innovationlab @mjskok #startupsecrets For context and more information: • The entire “Going to Market” presentation can be found here. 25
  • 26. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To Market Hi Hi Harvard innovation lab #innovationlab @mjskok #startupsecrets www.mjskok.com START UP SECRETS An insider’s guide to unfair competitive advantage Going to Market MICHAEL J SKOK North Bridge Venture Partners twitter: @mjskok mjskok.com 26

Hinweis der Redaktion

  1. With inbound, you succeed by loving up your marketplace, not irritating your marketplace.I have a guy at a Software QA co that cold calls me every Monday and Thursday at 8:07am…not only is that technique not effective, but it is ruining his co’s brand.You want your potential customers to love your brand and talk about them like LuLuLemon, Whole Foods, or Charity Water.
  2. 1st part is content…need to think of yourself as a content creation studio – cnn, hbo, pbs.
  3. remarkable
  4. Imperial Palace