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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 @

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Presentation Transcript
slide2

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 @

HubSpot

building more efficient scalable marketing
Building More Efficient & Scalable Marketing

Our Marketing Philosophy

1

5

The Story from 2007 to 2011

2

3

Building an Inbound Marketing Machine

The New Marketing Team

4

Measuring Marketing

slide5

An 
Introduction 
to

Inbound

Marketing

slide8

44%

Recycle/Trash

200million

say “Do-not-call”

86%

Skip Ads

91%

Unsubscribe

But people (and technology) evolved…

slide9

Inbound marketing is focused on drawing prospective customers in.

“Here’s some exceptional content, useful data &/or awesome service. Enjoy.”

slide11

Inbound marketing is providing people with what they’re looking for...

...instead of interrupting what they’re looking for.

“Enjoy.”

“Buy!”

slide14

1. Attract

More, better leads.

?

Why

Inbound

2. Own

Reusable marketing assets.

3. Save

62% lower cost-per-lead.

slide15

Get Found

Create content, optimize your web pages, get involved in social media, and attract visitors to your website.

Convert

Generate leads, track them on your site, qualify them with automated emails, give your sales team more information.

Analyze

Analyze your marketing decisions so you can make smarter decisions and report real marketing ROI.

How 
Inbound Marketing Works.

slide16

Blogging

Companies that blog get 55% more leads than those who don't.

Search Engine Optimization

Get 
Found

Social Media

Nearly 50% of businesses who use social media have acquired a customer through that channel.

Content Marketing

Videos, whitepapers, webinars, infographics, etc.

slide17

Calls to Action

Landing Pages

Email Marketing

Convert

Lead Nurturing

Marketing Automation

slide18

Key Metrics

Visitors, Leads, Customers, Conversion Rates, Benchmarks, Content Performance

Analyze

Methods

of Analysis

Goal Setting

hubspot q1 2007
HubSpot: Q1 2007
  • 10 beta customers
  • 2-3 leads per day
  • 5 people in company
  • Small seed investment by founder
over 6 000 customers
Over 6,000 customers

3,400 Customers

Q1 2007

Q4 2011

hubspot q1 2012
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
have you met your personas
Have You Met Your Personas?

Kadient photo by: David Meerman Scott

build marketing assets
Build Marketing Assets

Blog

Free Tools

Podcast

Videos

Photos

Presentations

eBooks

News Releases

slide27

Your competition is NOT

who you think it is.

example free tool
Example: Free Tool

Free interactive tool

4 million users

Great PR coverage (TechCrunch, RWW)

50,000+ visitors from StumbleUpon

500,000+ opt-in emails & leads

example blog
Example: Blog

Top 3 source of leads

~10% visit company website

~10-20% lead conversion rate

slide30

55%

more website visitors

for companies that blog.

slide31

79%more Twitter followers for

companies who also blog.

Image credit: netzkobold

example podcast
Example: Podcast

Weekly video podcast

1-2k views / episode

300,000 total views

Top 5 marketing podcast in iTunes

Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan

example b2b music video
Example: B2B Music Video

http://www.youtube.com/watch?v=4-lGe5MnBlY

  • Video
    • 40,000 views first week
    • 10,000 views first day
  • Social Media
    • #1 source = StumbleUpon
    • #2 source = Twitter
    • #3 source = Facebook
  • SEO
    • Page 1 for “inbound marketing”
    • 50+ inbound links to blog article
example social media
Example: Social Media

165,000 Twitter followers

104,000 Facebooklikes

75,000 LinkedIn group

Top 3 source of leads

7-10% lead conversion rate

summary get found
Summary: Get Found

2,800 blog articles, 9.4M views

300 presentations, 1.3M views

500 videos, 1M views

180 podcast episodes, 300K views

150 webinars, 300K views

1,000’s keywords driving SEO traffic

summary convert
Summary: Convert

5-7% overall website conversion rate

1,200 landing pages with 45% conversion rate

Hundreds of social media messages / month

50-90 segmented and targeted emails / month

10+ different lead nurturing series in use driven by user behavior

Intelligence about lead behavior drives alerts for sales team

10,000 MQLs given to sales each month

slide43

The Press Release Hire

Rent

Interrupt

Push

slide44

GSD

Sharp

slide52

Measure each stage of your

sales and marketing process.

Visits

Prospects

Leads

Wo. Leads

Opps

Cust

slide53

Drill into each source to diagnose.

Visitors

Leads

Sales

SEO

Social

Media

slide59

Complicated & Confusing

Easy & Integrated

slide60

You can do

Inbound Marketing this way.

slide61

Or,

you can do

Inbound

Marketing

this way.

61

slide62

Search Engine

Optimization

Blogging & Social Media

Lead Generation

Lead Management

Email & Automation

Marketing Analytics

62

slide70

Mike Volpe

Twitter.com/mvolpe

Facebook.com/mvolpe

Linkedin.com/in/mikevolpe

mvolpe@HubSpot.com

www.HubSpot.com

THANKYOU

how do i use hubspot software
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 software1
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.