Inbound Marketing
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Inbound Marketing

Lessons from the Fastest Growing . SaaS. Company. Mike Volpe. CMO @ . HubSpot. I’m Mike Volpe.. Nice to meet you.. @. mvolpe. 700,000. Inbound. Leads. 120,000. Twitter. Followers. Top 10. Blog. 5,000.

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Inbound Marketing




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Presentation on theme: "Inbound Marketing"— Presentation transcript:

Slide1

Inbound MarketingLessons from the Fastest Growing SaaS Company

Mike Volpe

CMO @

HubSpot

Slide2

I’m Mike Volpe.Nice to meet you.

@

mvolpe

700,000

Inbound

Leads

120,000

Twitter

Followers

Top 10

Blog

5,000

Customers

3.7 million

Free

Users

1,500,000

Slideshare

Views

CMO @

HubSpot

Slide3

Our Marketing Philosophy

The Story from 2007 to 2011

Building an Inbound Marketing Machine

The New Marketing Team

1

2

3

4

Measuring Marketing

5

Building More Efficient & Scalable Marketing

Slide4

OUR MARKETINGPHILOSOPHY

1

Slide5

Inbound

Marketing

An 
Introduction 
to

Slide6

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For decades, marketing focused on

pushing messages out.

Buy my product!

Slide8

44%

Recycle/Trash

86%

Skip Ads

91%

Unsubscribe

200

million

say

Do-not-call

But people

(and technology)

evolved…

Slide9

Inbound marketing

is focused on drawing prospective customers in.

Here

s some exceptional content, useful data &/or awesome service. Enjoy.

Slide10

Inbound marketing is

providing people with what they’re looking for...

Enjoy.

Slide11

Inbound marketing is

providing people with what they’re looking for...

...instead of interrupting what they’re looking for.

Enjoy.

Buy!

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Why

Inbound

?

3. Save

62% lower cost-per-lead.

2. Own

Reusable marketing assets.

1. Attract

More, better leads.

Slide15

How 
Inbound Marketing Works.

Get Found

Create content, optimize your web pages, get involved in social media, and attract visitors to your website.

Convert

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

Analyze

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

Slide16

Blogging

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

Search Engine Optimization

Social Media

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

Content Marketing

Videos, whitepapers, webinars, infographics, etc.

Get 
Found

Slide17

Convert

Marketing Automation

Lead Nurturing

Email Marketing

Landing Pages

Calls to Action

Slide18

Analyze

Key Metrics

Visitors, Leads, Customers, Conversion Rates, Benchmarks, Content Performance

Methods

of Analysis

Goal Setting

Slide19

THE STORYFROM 2007 to 2011

2

Slide20

HubSpot: Q1 2007

10 beta customers

2-3 leads per day

5 people in company

Small seed investment by founder

Slide21

45,000 Leads Per Month

Slide22

Over 6,000 customers

3,400 Customers

Q1 2007

Q4 2011

Slide23

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

Slide24

BUILDINGAN INBOUND MARKETING MACHINE

3

Slide25

Have You Met Your Personas?

Kadient

photo by: David

Meerman

Scott

Slide26

Build Marketing Assets

BlogFree ToolsPodcastVideosPhotosPresentationseBooksNews Releases

Slide27

Your competition is NOT

who you think it is.

Slide28

Example: Free Tool

Free interactive tool4 million usersGreat PR coverage (TechCrunch, RWW)50,000+ visitors from StumbleUpon500,000+ opt-in emails & leads

Slide29

Example: Blog

Top 3 source of leads~10% visit company website~10-20% lead conversion rate

Slide30

55%

more website visitors

for companies that blog.

Slide31

79%

more Twitter followers forcompanies who also blog.

Image credit:

netzkobold

Slide32

Example: Podcast

Weekly video podcast1-2k views / episode300,000 total viewsTop 5 marketing podcast in iTunesGuests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan

Slide33

Example: B2B Music Video

Video40,000 views first week10,000 views first daySocial Media#1 source = StumbleUpon#2 source = Twitter#3 source = FacebookSEOPage 1 for “inbound marketing”50+ inbound links to blog article

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

Slide34

Example: Social Media

165,000 Twitter followers 104,000 Facebook likes75,000 LinkedIn groupTop 3 source of leads7-10% lead conversion rate

Slide35

% Companies Acquiring Customers via Social Channels

57%

48%

57%

42%

Slide36

Targeted Calls-to-Action on All Content

Slide37

1,200 Landing Pages, 45% Conversion

Slide38

50-90 Different Targeted Emails / Month

Slide39

10+ Nurturing Series Based on Behavior

Slide40

Summary: Get Found

2,800 blog articles, 9.4M views

300 presentations, 1.3M views

500 videos, 1M views

180 podcast episodes,

300

K

views

150

webinars,

300K

views

1,000’s keywords driving SEO traffic

Slide41

Summary: Convert

5-7% overall website conversion

rate

1,200 landing pages with 45% conversion rate

Hundreds of social media messages / month

5

0-90 segmented and targeted emails / month

10+ different lead nurturing series in use driven by user behavior

Intelligence about lead behavior drives alerts for sales team

10,000 MQLs given to sales each month

Slide42

THE NEW MARKETING TEAM

4

Slide43

The Press Release Hire

Push

Rent

Interrupt

Slide44

GSD

Sharp

Slide45

D A R C : Digital

Slide46

D A R C : Analytical

Slide47

D A

R

C : Reach

Slide48

D A R C : Content

Slide49

Organizing the New Marketing Team

Slide50

MEASURINGMARKETING

5

Slide51

Data is your friend. You can trust data.

Slide52

Visits

Prospects

Leads

Opps

Cust

Wo

. Leads

Measure each stage of your

sales and marketing process.

Slide53

Visitors

Leads

Sales

SEO

Social

Media

Drill into each source to diagnose.

Slide54

Set targets for all key metrics.

Slide55

Measure Progress to Targets Daily

Slide56

Measure often. Evolve faster.

Slide57

WHAT IS HUBSPOT?

Slide58

Slide59

Complicated

& Confusing

Easy & Integrated

Slide60

You can do

Inbound Marketing

this way.

Slide61

61

Or,

you can do

Inbound

Marketing

this way.

Slide62

62

Search Engine

Optimization

Blogging & Social Media

Lead Generation

Email & Automation

Marketing Analytics

Lead Management

Slide63

63

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64

Slide65

New Strategic Investment

$32M

Slide66

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67

Slide68

Inbound ConferencePromo Slide

68

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

69

Slide70

Mike Volpe

Twitter.com/

mvolpe

Facebook.com/mvolpeLinkedin.com/in/mikevolpemvolpe@HubSpot.comwww.HubSpot.com

THANK

YOU

Slide71

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)

Slide72

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

.

Slide73

I HubSpot because I love growing my business.

Slide74

 

Make marketing

people love

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