webinar slides | cilk arts & hub spot

Inbound Marketing Launches Startup

Leads & Revenues: Cilk Arts

Featuring: Ilya Mirman, Former VP Marketing, Cilk Arts

Moderator: Kirsten Knipp, Product Evangelism

Agenda

• Who are HubSpot & Cilk Arts

• Cilk Arts Inbound Marketing Success• Betting on Inbound Marketing Leverage

• Creating & Promoting Remarkable Content

• Landing Pages & CRM Integration for Streamlined Lead Gen

• Inbound Marketing & Social Media Lessons

• HubSpot & Salesforce.com Example• Closed Loop Marketing: Manage Leads with CRM Integrations

• Q&A

HubSpot | Inbound Marketing System

• Inbound Marketing Experts providing software & services to

help grow your small to medium sized business

• Founded: July 2006 by Dharmesh Shah & Brian Halligan

• Grew out of research at MIT

• 2,000+ customers, 100+ employees

• Global Headquarters: Cambridge, MA

What is Inbound Marketing?

Get Found

ConvertAnalyze

1

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© 2008 CILK ARTS, Inc. 5

Cilk Arts, Inc*

Mission: To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors.

Our Goal: Own a multicore programming standard

Cilk++ Runtime on every processor

Cilk++ used by all C/C++ multi-coders

5

[*July 2009: Cilk Arts acquired by Intel]


Go To Market Approach

∙ Open source business model Low-touch, low-cost sales model

Broad awareness, trial, adoption

∙ Big bet on Inbound Marketing No sales people

Hired 1 marketer (me) 8 months before shipping product to implement Inbound Marketing approach

∙ Blog as primary marketing vehicle Entire team contributed (~1 post per week)

Helped us engage with the developers we hoped to serve; understand what content they’re interested in

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Results

∙ Reached over 100,000 developers

∙ Traffic and awareness matched or exceeded competitors

∙ >3,000 leads

∙ >1,000 downloads

∙ >6,200 inbound links

∙ >600 blog subscribers

∙ Adoption at >300 universities worldwide


Content is King

∙ Blog was primary vehicle

∙ Entire team contributed

∙ Repurposed content in multiple ways e-Book

Short YouTube videos

Online courses

2-day training workshop


Don’t know ahead of time which topics will strike a chord

Engaged entire team

Links drove search engine rank

Blog Metrics


Social Media

∙ Engaged bloggers in industry and academia

∙ Drove coverage, links, conference invites


Thought Leadership & Awareness

Blog Subscribers

Inbound Links

∙ Grew a loyal following:

> 6,200 inbound links

> 600 Blog subscribers


Organic SEO

∙ Web site optimized for long tail of relevant search terms 40% of traffic from

search

High rank for ~300 relevant phrases

∙ Ongoing maintenance to optimize popular pages for key terms

Keywords w/high

Google rank


Lead Capture

∙ Translating content & traffic to Leads using Landing Pages


Lead Management

∙ 3000+ Leads

∙ 1 Sales & 1 Marketing person managed it all

∙ Even engaged engineers with lead alerts

∙ Key: Closed Loop Marketing & CRM Integration

Marketing Sales

Leads

CRM


Salesforce.com + HubSpot


published eBook;Pilot campaign to quant finance community

Posted Cilk++ docs;Pilot campaign to IEEE community

Visitors & Sources

∙ Healthy mix of traffic from organic search and key social media sites


Inbound Marketing & Social Media Lessons

Do…∙ Get your whole organization engaged in contributing content

∙ Be real, be genuine

∙ Build an editorial calendar with a broad set of interesting, valuable content, targeted at key personas

∙ Leverage content in many ways (Blog, e-Books, Tutorials, YouTube, SlideShare, etc.)

∙ Use Closed Loop Marketing to get a single view of your funnel so Sales & Marketing can work as an efficient team

Don’t…∙ …be a blatant, self-centered commercial

∙ …focus on just one topic

∙ …make your blog your only social media effort; instead, spend time on other blogs, community sites, and contribute

∙ …worry about slow periods (# of visitors,# of subscribers, # of comments)

Learn how HubSpot can grow your sales

• Inbound Marketing

applies to virtually any

business

• It’s not rocket science,

but the right tools &

methodology can

catapult you to success

Backup Materials

Strong University Pull

• Downloads from >300 universities

• Strong interest at universities to use

Cilk++ in concurrent programming

classes

• Cilk Arts developed a rich set of

course materials

• Incorporated into the curriculum at

>10 universities

Strong University Pull

• Alabama Supercomputer Center

• American University of Beirut

• Aristotle University of Thessaloniki

• Auburn University Montgomery

• Augustana College

• Beijing Genomics Institute

• Ben-Gurion University of the Negev

• Birla Institute Of Technology and Science

• Bourgas Free University

• Cairo University

• Carleton University

• Carnegie Mellon

• Cummins College of Engineering

• Czech Technical University in Prague

• Deakin University (Australia)

• Delft University of Technology

• Democritus University Of Thrace (Greece)

• Drexel University

• Georgia Institute of Technology

• GuangDong University of Technology

• Ghulam Ishaq Khan Institute

• Gulf Coast Academic Supercomputing

• Hacettepe University (Turkey)

• Helmholtz Center for Environmental

Research

• Hong Kong University of Science &

Technology

• Indian Institute of Technology

• Indian Institute of Technology Madras

• Institute of Computing Technology,

Chinese Academy of Sciences

• Iran University of Science and Technology

• Istituto Nazionale di Fisica Nucleare (Italy)

• Korea University

• Maharishi University of Management

• MIT

• Muffakham Jah College of Engineering

and Technology

• MSU-Iligan Institute of Technology

• National Technical University of Ukraine

• National University of Singapore

• National University of Sciences &

Technology, Pakistan

• New Bulgarian University

• Old Dominion University

• Pardee RAND Graduate School

• Politecnico di Torino

• Polytechnic University of Puerto Rico

• Queensland Univesity of Technology

• Rice University

• Royal Institute of Technology (Sweden)

• Sabanci University (Turkey)

• Syracuse University

• Tampere University of Tech

• Tel-Aviv University

• TU Delft

• TU München

• UC-Los Angeles

• UC-Santa Barbara

• Universidad Vasco de Quiroga

∙ Universidade Federal do Rio de Janeiro

∙ Federal University of Rio Grande

∙ Universidade federal do Paraná

∙ Universitaet Karlsruhe

∙ Universidad DaVinci

∙ Universita' di Padova

∙ Universiti Teknologi Malaysia

∙ University of Arizona

∙ University of California, Santa Barbara

∙ University of Innsbruck

∙ University of Ioannina

∙ University of Iowa

∙ University of Kentucky

∙ University of Leeds

∙ University of Michigan

∙ University Of Salento

∙ University of Otago

∙ University of Ottawa

∙ University of Oulu

∙ University of Santiago de Chile

∙ The University of Sheffield

∙ University of Southern California

∙ University of Toronto

∙ University of Utah

∙ University of Western Ontario

∙ University of Wisconsin – Platteville

∙ University of Wollongong

∙ Utah State University

∙ VIT University India)

∙ Washington State University

∙ Xi'an Jiaotong University (China)

∙ Zhejiang University

Open Source Traffic Ranks

• Carefully monitored and acted on

competitive metrics (traffic, inbound

links, keyword ranks, etc.)

TBBCilk Arts

OpenMP

Cilk Arts

OpenMP

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