This document is a transcript of a presentation by Dharmesh Shah on inbound marketing. Some key points: - Dharmesh discusses how he has been meaning to speak at conferences for years but was preoccupied with starting Hubspot, a company focused on inbound marketing. - He talks about the importance of having a good domain name that has processing fluency rather than just being keyword-rich. - Dharmesh discusses how some companies have driven thousands of views to their slideshare presentations, especially if they get featured or top placement. The best piece of content Hubspot produced got over 780,000 views. - He talks about the need to balance brand and performance, think beyond customer lifetime value to human

1. Making
Money and
Meaning with
Inbound
Marketing
v4
@dharmesh
Founder/CTO, HubSpot

2. Hi, I’m @dharmesh
I work here

3. We love marketing.

5. I’ll use the term
“inbound marketing”
Feel free to run
a mental regex
and change it in your head.

6. Now, a
confession…

7. I’ve been meaning to speak at
con
for the past couple of years…

9. CRAP! You folks
are much smarter
on the how of
inbound
marketing.

10. But, the real reason:
I was a tad preoccupied
with a new startup.

11. Which involved the most
challenging startup branding
project of my career.

12. Jan 6, 2011
LAUNCHED
Sohan Shah

13. My co-founder

14. Yes, of course
he has his own twitter handle.
@sohan

15. For his 0th birthday,
he got a domain for a present:
sohan.com

16. Lets talk about domain names.

17. Most organizations
under-think
and under-invest
in their domain name.

18. It’s not about
keyword-richness, it’s about
processing fluency.

19. Instead of trying to
beat the brands,
why not
become the
brand?

20. The story
about some
curious
activity on
Quora.

21. This one
required some
sleuthing…

22. It started with a question I posted…

24. No biggie.
Life went on.

26. Then I get this email from Quora:

27. No biggie.
I go pose for a
fake photo of me
working at HubSpot.

31. So, I did a
tough
interrogation
of this “jonny”
(i.e. sent him an email)

32. Here’s Jonny!

34. Go places others won’t.
Do things others don’t.

35. #inbound12
Experiment early
and often.
There’s an early
mover
advantage.

39. How two
guys kicked
butt on
Slideshare

40. 48

41. How many views does slideshare drive?
1,000+ if it’s pretty good.
10,000+ if it gets “featured”
25,000+ if it gets the “top” slot

42. These guys?
60,000

43. THE BEAUTIFUL PART:
The deck had already been
created. They just dusted it off.
(Oh, and they actually got 150,000 views
but 90,000 of them were from my blog)

44. 52

45. In a world of increasing choices,
and decreasing trust,
openness wins.

46. Know the most successful piece of
content HubSpot has ever
published?

47. CULTURE
CODE
CultureCode.com
v22 13.05.16

48. 780,000 views

49. Time-check.
Dharmesh: Take a deep
breath, dude.

50. Now, lets talk about metrics.
(This is an advanced inbound conference)

52. Balance brand
and
performance
@avinash

54. VANITY METRICS HAVE VALUE.
THEY CAN MOTIVATE POSITIVE
BEHAVIORS.

55. Think beyond customer lifetime value.
Think human lifetime value.

57. It’s time for a
revolution.

58. MOST STARTUP
MARKETING
STILL STINKS.

59. STARTUP MARKETING
IS OFTEN QUITE
EMBARASSING

60. Bad marketing does not
just create zero return.
It creates negative return.
It damages businesses
and destroys brands.

61. WHY?

62. “I’m just going
to
build a great
product.”

64. Marketing is not just about
creating leads and
closing transactions.

65. YOU
SHOULDN’T
SELL A
PRODUCT,
YOU SHOULD
DELIVER AN
EXPERIENCE.

66. NOW LETS TALK ABOUT MICRO
AND MACRO ECONOMICS

67. I’d love to talk about IPOs and M&A
and the $5 Billion+
tossed around.

68. ENGINEER VS. MARKETER

69. Engineers
are not
typists.

70. Engineers create things,
exercise judgment,
work to get leverage.

71. Marketers create things,
exercise judgment,
work to get leverage.

72. So, why are engineers
worth paid so much more?

73. Why are agencies acquired for so
much less than software
companies?

74. WHY?

75. Because we are being too narrow,
and too focused on optimization.
We are obsessed with tactics
and ignoring strategy and culture.

76. Good marketers play a
relative game. They
work to be better.

77. Great marketers
play the absolute
game.
They don’t work to
just be better, they
want to be
amazing.

78. Now, closing out…
The best advice I can give you…

79. HUMANIZE
the entire inbound experience

83. This is our
time to shine.
Lets make
marketing a
noble
profession.

84. THANKS
@dharmesh
dharmesh@hubspot.com