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Inbound Marketing & HubSpot CMU Tepper Business School – November 30, 2009

Inbound Marketing & HubSpot CMU Tepper Business School – November 30, 2009. Mike Volpe VP Marketing @HubSpot Twitter: @ mvolpe. Marketing is Changing. 1950 - 2000. 2000 - 2050. Outbound Marketing. Outbound Marketing is Harder. 800-555-1234 Annoying Salesperson. The Good News….

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Inbound Marketing & HubSpot CMU Tepper Business School – November 30, 2009

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  1. Inbound Marketing& HubSpotCMU Tepper Business School – November 30, 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

  2. Marketing is Changing 1950 - 2000 2000 - 2050

  3. Outbound Marketing

  4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson

  5. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs #4 Marketing Book on Amazon InboundBook.com

  6. Inbound Gives Leverage

  7. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

  8. Advice for the road ahead…

  9. Stop thinking like a marketer or advertiser.

  10. Start thinking like a publisher and socializer.

  11. How does HubSpot market itself?

  12. Inbound Marketing

  13. Inbound Marketing • Publish • Promote • Optimize • Convert

  14. Case Study: Website Grader • Free interactive tool • 1.7 million URLs • 40,000 inbound links • 5,000 websites w/ badge & link • 4,500 Del.icio.us bookmarks • Great PR coverage (TechCrunch, RWW) • 50,000+ visitors from StumbleUpon • 100,000+ opt-in emails & leads

  15. Case Study: HubSpot TV • Weekly video podcast • 80-100 live viewers • 1-2K views / episode • Top 5 marketing podcast in iTunes • 70,000 views in first year • Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan

  16. Case Study: HubSpot Blog • Top 3 source of leads • ~10% visit company website • ~10-20% lead conversion rate

  17. Case Study: B2B Music Video • 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 http://www.youtube.com/watch?v=4-lGe5MnBlY

  18. HubSpot Marketing Blog IM.com Paid $$ SEO Social Graders Prospect Email DB (HI-IQ) Nurturing HubSpot.com Landing Page Leads Scoring Un-Qualified Leads Nurturing Qualified Leads (SALES) Nurturing Did not buy Demos / Customers

  19. Analysis and Measurement Flickr: akisra

  20. Traffic

  21. Leads

  22. Sales

  23. …By Channel or Source Visitors Leads Sales SEO Social Media

  24. What is HubSpot’s business model?

  25. What’s HubSpot? • Marketing software for SMBs • Over 1,900 customers in 3 years • 100+ employees, lots of MIT grads • $33m raised in three VC rounds

  26. HubSpot Software • All in one integrated system • Target small and medium businesses • Easy to buy, deploy, and use • Very broad, not very deep

  27. Search Engine Optimization Keyword Grader Link Grader Page Grader

  28. Blogging & Social Media Business Blog Software Blog Analytics Social Media Monitoring Social Media Publishing

  29. Lead Capture and Intelligence • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling

  30. Competitor Tracking & Benchmarking

  31. Marketing Analytics • Assess the effectiveness of your marketing on a campaign-by-campaign level • Optimize resource allocation to maximize sales

  32. Saas Business Model • Software-as-a-service (Saas) • Customers pay for access to online software • Salesforce.com, Netsuite, Omniture

  33. Saas Business Model Mechanics • Cost of Customer Acquisition (COCA) • Total Lifetime Value (TLV) • Average Revenue Per User (ARPU) • Retention Rate (Churn) • Very similar to buying bonds

  34. Key Saas Metrics • Magic Number • (Qt Rev – Qt-1 Rev) / Qt-1 Sales + Mktg • COCA / First Year Rev • Revenue Based Churn Rate • (QtRev* – Qt-1 Rev) / Qt-1Rev Rev = subscription (recurring) revenue Rev* = subscription (recurring) revenue excluding revenue from new customers added that period

  35. HubSpot Business Model • $250 to $1000 per month • 97%+ retention rate • Very good magic number ;)

  36. What jobs are in inbound marketing?

  37. Mike’s Background • Bowdoin College (Econ) • 4 years in San Francisco • Tech Industry I-Banking • Marketing / Biz Dev at Startups • MIT Sloan MBA • 4 yrs Dir Mktg at $300m software co. • Joined HubSpot as #5 in Q1 2007

  38. Hiring for Inbound Marketing • Digital • Analytical • Reach • Content • Super Smart • GSD

  39. Marketing Team @ HubSpot Convert Get Found Jeanne Hopkins Rebecca Corliss Rick Burnes Pamela Seiple Prashant Kaw Partner / BizDev Ellie Mirman Shannon Sweetser Carol Ortenberg Product Evangelism Peter Caputa IV Pats Dev / Free Tools Dan Zarrella Kirsten Knipp Jordyne Wu + Developers (from Dev team) Mike Volpe

  40. Thank You / Q&A www.HubSpot.com www.MikeVolpe.com Today’s Slides: www.MikeVolpe.com/CMUTepper Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

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