Inbound MarketingLessons from the Fastest Growing SaaS Company

Mike VolpeCMO @ HubSpot

I’m Mike Volpe.Nice to meet

you.@mvolpe 700,000InboundLeads

120,000Twitter

Followers

Top 10

Blog

5,000Customers

3.7 millionFree

Users1,500,00

0Slideshare ViewsCMO

@HubSpot

Our Marketing Philosophy

The Story from 2007 to 2011Building an Inbound Marketing Machine

The New Marketing Team

1234

Measuring Marketing5

Building More Efficient & Scalable Marketing

OUR MARKETINGPHILOSOPHY

1

InboundMarketingAn Introduction to

For decades, marketing focused on pushing messages out.

“Buy my product!”

44%Recycle/Trash

86%Skip Ads 91%

Unsubscribe

200millionsay “Do-not-call”

But people (and technology) evolved…

Inbound marketing is focused on drawing prospective customers in.

“Here’s some exceptional content, useful data &/or awesome service. Enjoy.”

Inbound marketing is providing people with what they’re looking for...

“Enjoy.”

Inbound marketing is providing people with what they’re looking for......instead of interrupting what they’re looking for.

“Enjoy.” “Buy!”

WhyInbound?3. Save62% lower cost-per-lead.

2. OwnReusable marketing assets.

1. AttractMore, better leads.

How Inbound Marketing Works.Get FoundCreate content, optimize your web pages, get involved in social media, and attract visitors to your website.

ConvertGenerate leads, track them on your site, qualify them with automated emails, give your sales team more information.

AnalyzeAnalyze your marketing decisions so you can make smarter decisions and report real marketing ROI.

BloggingCompanies that blog get 55% more leads than those who don't.

Search Engine Optimization

Social MediaNearly 50% of businesses who use social media have acquired a customer through that channel.

Content MarketingVideos, whitepapers, webinars, infographics, etc.

Get Found

Convert

Marketing Automation

Lead Nurturing

Email Marketing

Landing Pages

Calls to Action

Analyze

Key MetricsVisitors, Leads, Customers, Conversion Rates, Benchmarks, Content Performance

Methodsof Analysis

Goal Setting

THE STORYFROM 2007 TO 2011

2

HubSpot: Q1 2007• 10 beta customers• 2-3 leads per day• 5 people in company• Small seed investment by founder

45,000 Leads Per Month

Over 6,000 customers

3,400 Customer

s

Q1 2007

Q4 2011

HubSpot: Q1 2012• 6,000+ paying customers• Thousands of new leads per day• 300+ employees• $65m invested by top-tier investors• Fastest growing marketing software

company

BUILDINGAN INBOUND MARKETING MACHINE

3

Have You Met Your Personas?

Kadient photo by: David Meerman Scott

Build Marketing AssetsBlog

Free ToolsPodcastVideosPhotos

PresentationseBooks

News Releases

Your competition is NOTwho you think it is.

Example: Free Tool

Free interactive tool4 million users

Great PR coverage (TechCrunch, RWW)50,000+ visitors from StumbleUpon

500,000+ opt-in emails & leads

Example: Blog

Top 3 source of leads~10% visit company website

~10-20% lead conversion rate

55%more website visitors

for companies that blog.

79%more Twitter followers for

companies who also blog.

Image credit: netzkobold

Example: Podcast

Weekly video podcast1-2k views / episode300,000 total views

Top 5 marketing podcast in iTunesGuests: MC Hammer, Biz Stone,

David Meerman Scott, Chris Brogan

Example: B2B Music Video• Video

40,000 views first week10,000 views first day

• Social Media#1 source = StumbleUpon

#2 source = Twitter#3 source = Facebook

• SEOPage 1 for “inbound marketing”50+ inbound links to blog article

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

Example: Social Media

165,000 Twitter followers

104,000 Facebook likes

75,000 LinkedIn groupTop 3 source of leads

7-10% lead conversion rate

% Companies Acquiring Customers via Social Channels

57% 48% 57% 42%

Targeted Calls-to-Action on All Content

1,200 Landing Pages, 45% Conversion

50-90 Different Targeted Emails / Month

10+ Nurturing Series Based on Behavior

Summary: Get Found2,800 blog articles, 9.4M

views300 presentations, 1.3M

views500 videos, 1M views

180 podcast episodes, 300K views

150 webinars, 300K views1,000’s keywords driving SEO

traffic

Summary: Convert5-7% overall website

conversion rate1,200 landing pages with 45%

conversion rateHundreds of social media

messages / month50-90 segmented and targeted

emails / month10+ different lead nurturing series in use driven by user

behaviorIntelligence about lead

behavior drives alerts for sales team

10,000 MQLs given to sales each month

THE NEW MARKETING TEAM

4

The Press Release Hire

Push

RentInterrupt

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

Get Found Team

BlogsVideos

WebinarsPresentation

s

Promotion of Free Tools

Convert Team

Lead Nurturing

Lead ScoringLanding

PageOptimization

Paid Lead Generation

Dev Team

Free Tools

Product Marketing

Sales Support & Training

Demo VideosProduct Info

MEASURINGMARKETING

5

Data is your friend. You can trust data.

VisitsPros

pectsLeads

OppsCus

t

Wo. Leads

Measure each stage of yoursales and marketing process.

Visitors Leads Sales

SEO

SocialMedia

Drill into each source to diagnose.

Set targets for all key metrics.

Measure Progress to Targets Daily

21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 00%

20%

40%

60%

80%

100%

ActualGoal

Business Days Left in Month

% P

rogr

ess

to G

oal

Measure often. Evolve faster.

WHAT IS HUBSPOT?

Complicated & Confusing Easy &

Integrated

You can doInbound Marketing this way.

61

Or,you can doInboundMarketingthis way.

62

Search EngineOptimizationBlogging & Social Media

Lead Generation

Email & Automation

Marketing Analytics

Lead Management

63

64

New Strategic Investment

$32M

67

68

Inbound ConferencePromo Slide

69

Q&A Slide with:- CTA Info- Contact Info

Mike VolpeTwitter.com/mvolpeFacebook.com/mvolpeLinkedin.com/in/mikevolpemvolpe@HubSpot.com

www.HubSpot.com

THANKYOU

How do I use HubSpot Software?• Publish 2,300 blog articles• Engage in and measure social media • Optimize website for SEO using 500+

keywords• Build 1,000 landing pages to convert 700K

leads• Track over 200K new monthly events on

leads• Prioritize leads for 100+ sales reps

(Salesforce.com connector)

How do I use HubSpot Software?Continued…• Automatically send triggered emails based

on lead activity• Send emails to specialized segments of

leads• Create new sales leads using a custom

mobile app• Report on marketing ROI using closed loop

marketing• Attribution and influence reports on

custom marketing events• Etc… HubSpot is my all-in-one

marketing platform.

“I HubSpot because I love growing my business.”

 Make

marketing people

love