Arjun Moorthy, Hubspot

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NYC BAPI 2011 Speaker Presentation

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<ul><li> 1. WELCOME Business of APIs Conference 2011 New York City </li> <li> 2. HubSpot -from application to platformArjun Moorthy (@juicemoorthy) </li> <li> 3. Agenda A The big picture: Outbound to Inbound B Moving from Application to Platform C Building a successful App Marketplace </li> <li> 4. BigPicture </li> <li> 5. Outbound to Inbound </li> <li> 6. Marketing wasaboutpushingmessages out. </li> <li> 7. Today its aboutpullingpeople in. </li> <li> 8. Great! Just oneproblem </li> <li> 9. WordPress EktronMarketo Radian6 LeadSEOmoz Lander Wufoo Omniture </li> <li> 10. Fragmented to Integrated </li> <li> 11. Top of the Website Blog Social SEO Media funnel Middle of Landing Lead Leadthe funnel Nuturing Email Mgmt PagesAnalytics Analytics A/B Test Mobile Sales Intel </li> <li> 12. 2000 3000 4000 5000 0 1000 Jan-0 7Mar-0 7 May- 07Jul-07Sep-0 7Nov-0 7 Jan-0 8Mar-0 8 May- 08 Jul-0 8Sep-0 8Nov-0 8 Jan-0 9Mar-0 9 May- 09 Jul-0 9Sep-0 9Nov-0 9 Jan-1 0Mar-1 0 May- 10Jul-10Sep-1 0Nov-1 0Jan-1 1 5000 High APRU CustomersMar-1 1 May- 11 Jul-1 1 </li> <li> 13. Our partners andcustomers are idea factories. </li> <li> 14. Application to Platform </li> <li> 15. Website Blog SEO Social Blog Media PPC CreationLanding Lead Lead Press Nuturing Email Mgmt Webinars Pages ReleasesAnalytics A/B Test Mobile Sales CRM Your Idea Intel </li> <li> 16. 40+ Marketplace Apps in 4 mths </li> <li> 17. Total App Installations7000600050004000300020001000 0 April May June July August Installed Apps </li> <li> 18. Theres a marketing app or service for thatWebsite Blog Lead Landing Blog Nurturing Pages PPC Creation SEO Analytics Email Lead Mgmt Webinars Press Services Marketplace ReleasesSocialMedia A/B Test Mobile Sales CRM Your Idea Intel </li> <li> 19. Building anapp marketplace </li> <li> 20. Playbook: Moving to Platform1. Good customer experience(walled garden vs. open)2. Compelling dev. economics(effort, monetization, strategy)3. Strong developer support4. Internal commitment to APIs </li> <li> 21. Good customer experience </li> <li> 22. Compelling developer economics </li> <li> 23. Strong Developer Support </li> <li> 24. Internal commitment to APIs </li> <li> 25. Thank You. @juicemoorthy </li> <li> 26. WELCOME Business of APIs Conference 2011 New York City </li> </ul>