inbound marketing lessons from the fastest growing saas company
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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. 5,000 Customers. 120,000 Twitter Followers. 1,500,000 Slideshare Views. Top 10 Blog. 3.7 million Free Users. CMO @ - PowerPoint PPT PresentationTRANSCRIPT
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/[email protected]
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