Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

The HubSpot Story

2 594 vues

Publié le

Mike Volpe, VP Marketing at HubSpot, will reveal all the tips and tricks that have enabled the company to grow to over 4,000 customers in just 4 years, becoming one of the fastest growing SaaS companies since Salesforce.com. Learn how how your blog can be your largest source of leads and sales, learn how you can generate leads at a 60% lower cost than your competition, and learn what marketing should do to provide more high quality inbound leads to your sales team.

Publié dans : Business
  • Soyez le premier à commenter

The HubSpot Story

  1. 1. The HubSpot StoryA B2B Marketing Case Study<br />Mike Volpe<br />VP Marketing @ HubSpot<br />Twitter: @mvolpe<br />
  2. 2. Who is HubSpot?<br />200+ Employees in Cambridge, MA (MIT)<br />$65m in VC (4 rounds)<br />SaaS for Marketing at $3K-18K/year<br />
  3. 3. Complicated & Confusing<br />Easy & Integrated<br />Landing<br />Pages<br />Analytics<br />Website<br />Sales<br />Tools<br />Email<br />Blog<br />Lead<br />Nurturing<br />Social<br />Media<br />SEO<br />
  4. 4. Our Marketing<br />Philosophy<br />
  5. 5. 86% of People Skip TV Ads<br />http://www.guardian.co.uk/media/2010/aug/24/tv-advertising<br />
  6. 6. 44% of Direct Mail is<br />Never Looked At<br />http://en.wikipedia.org/wiki/Advertising_mail<br />
  7. 7. 200,000,000 people<br />on the Do Not Call list (USA)<br />
  8. 8. 46% decline<br />in tech tradeshow spend in 2009<br />
  9. 9.
  10. 10.
  11. 11.
  12. 12.
  13. 13. Bring All the Pieces Together<br />Social Media<br />Marketing<br />Search Engine<br />Marketing<br />Content<br />Marketing<br />Conversion Marketing<br />Lead Nurturing<br />Sales Support<br />
  14. 14. The Story<br />from 2007<br />to 2011<br />
  15. 15. Q1 2007<br />10 beta customers<br />2-3 leads per day<br />5 people in company<br />Small seed investment by founder<br />
  16. 16. 35,000 Leads Per Month <br />
  17. 17. Q1 2007<br />Q1 2011<br />4,000 HubSpot Customers<br />
  18. 18. More Web Traffic Than Salesforce.com<br />
  19. 19. Large Social Media Following<br />
  20. 20. New Strategic Investment<br />$32 Million<br />
  21. 21. Building Marketing<br />at<br />HubSpot<br />
  22. 22. HubSpot Marketing<br />Graders<br />Blog<br />IM.com<br />SEO<br />Paid $$<br />Social<br />Email List<br />Nurturing<br />HubSpot.com (Landing Page)<br />Leads<br />Scoring<br />Un-Qualified Leads<br />Nurturing<br />Qualified Leads<br />(SALES)<br />Nurturing<br />Did not buy<br />Demos / Customers<br />
  23. 23. Have You Met Your Personas?<br />Kadientphoto by: David Meerman Scott<br />
  24. 24. Build Marketing Assets<br />Blog<br />Free Tools<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
  25. 25. Your competition is NOT<br />who you think it is.<br />
  26. 26. Case Study: Website Grader<br />Free interactive tool<br />3.3 million users<br />Great PR coverage (TechCrunch, RWW)<br />50,000+ visitors from StumbleUpon<br />400,000+ opt-in emails & leads<br />
  27. 27. Case Study: HubSpot Blog<br />Top 3 source of leads<br />~10% visit company website<br />~10-20% lead conversion rate<br />
  28. 28. Case Study: HubSpot TV<br />Weekly video podcast<br />30-100 live viewers<br />160,000 total views<br />Top 5 marketing podcast in iTunes<br />Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan<br />
  29. 29. Case Study: B2B Music Video<br /><ul><li>Video</li></ul>40,000 views first week<br />10,000 views first day<br /><ul><li>Social Media</li></ul>#1 source = StumbleUpon<br />#2 source = Twitter<br />#3 source = Facebook<br /><ul><li>SEO</li></ul>Page 1 for “inbound marketing”<br />50+ inbound links to blog article<br />http://www.youtube.com/watch?v=4-lGe5MnBlY<br />
  30. 30. Hundreds of Landing Pages<br />
  31. 31. Tons of Content<br />1,600 blog articles, 4.8M views<br />260 presentations, 993K views<br />200 YouTube videos, 586K views<br />150 podcast episodes, 160K views<br />100 webinars, 125K views<br />
  32. 32. The New Marketing<br />Team<br />
  33. 33. 80% of my team had under 12 months experience in “marketing” when hired.<br />
  34. 34. GSD<br />Sharp<br />
  35. 35. D A R C : Digital<br />
  36. 36. D A R C : Analytical<br />
  37. 37. D A R C : Reach<br />
  38. 38. D A R C : Content<br />
  39. 39. Empower Employees by Sharing Info<br />
  40. 40. Organizing the New Marketing Team<br />
  41. 41. Measuring<br />Marketing<br />Flickr: Gunnar Bangsmoen<br />
  42. 42. Data is your friend. You can trust data.<br />
  43. 43. Measure each stage of your<br />sales and marketing process.<br />Visits<br />Prospects<br />Leads<br />Wo. Leads<br />Opps<br />Cust<br />
  44. 44. Drill into each source to diagnose.<br />…By Channel or Source<br />Visitors<br />Leads<br />Sales<br />SEO<br />Social<br />Media<br />
  45. 45. Set targets for all key metrics.<br />
  46. 46. Measure Progress to Targets Daily<br />
  47. 47. Measure often. Evolve faster.<br />
  48. 48. We’ve got lots to think about…<br />
  49. 49. Advice for the road ahead:<br />
  50. 50. Stop thinking like<br />an advertiser.<br />
  51. 51. Start thinking like a<br />publisher and socializer.<br />
  52. 52. Commit<br />to the new<br />inbound<br />strategy.<br />
  53. 53. Don’t dip your<br />toe in the water.<br />
  54. 54. Jump in ALL THE WAY.<br />
  55. 55. Thank Youwww.HubSpot.com/free-trial<br />Mike Volpe<br />VP Marketing @ HubSpot<br />mvolpe@hubspot.com<br />

×