Inbound MarketingLessons 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 @ HubSpot
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
An Introduction to Inbound Marketing
For decades, marketing focused on pushing messages out. “Buy my product!”
44% Recycle/Trash 200million say “Do-not-call” 86% Skip Ads 91% Unsubscribe 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!”
1. Attract More, better leads. ? Why Inbound 2. Own Reusable marketing assets. 3. Save 62% lower cost-per-lead.
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.
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.
Calls to Action Landing Pages Email Marketing Convert Lead Nurturing Marketing Automation
Key Metrics Visitors, Leads, Customers, Conversion Rates, Benchmarks, Content Performance Analyze Methods of Analysis Goal Setting
HubSpot: Q1 2007 • 10 beta customers • 2-3 leads per day • 5 people in company • Small seed investment by founder
Over 6,000 customers 3,400 Customers 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
Have You Met Your Personas? Kadient photo by: David Meerman Scott
Build Marketing Assets Blog Free Tools Podcast Videos Photos Presentations eBooks News Releases
Your competition is NOT who you think it is.
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 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 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 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 165,000 Twitter followers 104,000 Facebooklikes 75,000 LinkedIn group Top 3 source of leads 7-10% lead conversion rate
% Companies Acquiring Customers via Social Channels 57% 57% 48% 42%
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 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
The Press Release Hire Rent Interrupt Push