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Do you ever wish the trade journals in your client’s industry knew the value of inbound marketing? Or that local news sites would run meaningful campaigns that combined inbound best practices and native advertising instead of just banner ads and pop ups? You would have a reliable traffic source. Lead quality would go up. Clients would be happier, faster. Attend this session to witness the launch of HubSpot’s Media Partner program. Melanie Collins, Sales Director for HubSpot’s Media Partner Program, and Peter Caputa, VP Sales at HubSpot, will explain how HubSpot’s Media Partners use inbound how HubSpot Agency Partners can leverage these pre-existing relationships with Media Partners to drive client results faster.
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HubSpot Media Partner Program Peter Caputa – VP of Partner Sales Melanie Collins – Sales Manager Media Program
1 Media Buying for Inbound Agencies
2 Changing Face of Media Companies
3 Our Personas
4 Why Media Companies HubSpot
5 The Inbound Media Methodology
6 HubSpot’s Match Making Program
7 Q&A
AGENDA l
Media Buying for Inbound Agencies 1
Reason # 1
Inbound’s Barrier to Entry…
First Reason
Massive Missed Opportunity…
Source: Gartner US Digital MarkeIng Spending, 2013 Survey
Second Reason
TRAFFIC
LEADS
SALES
MEDIA PARTNERS!
CAMPAIGNS & PROJECTS
CLIENT RETAINERS
Changing Face of Media Companies 2
1 Declining time spent
2 Fragmentation of consumption
3 Big competition
4 Advertisers = Smart
What’s happening in the media industry?
Our Personas 3
• Magazine, Newspaper -‐ CEO, Publisher • Revenue from audience and adverIsers • To succeed: Must be a beTer marketer than his
compeItors • In the lead generaIon game
Publishing Paul Media Mike
• Radio, TV -‐ Market Manager, DOS • Head of a cluster of sales people • Generates revenue from adverIsers only • Desperate for soluIons to get reps more
leads and more revenue from adverIsers
Why they HubSpot 4
The Inbound Media Methodology 5
TRAFFIC
LEADS
SALES
Making Real Connections: Audience & Advertisers
• 100,000 daily website visitors • 15,000 impressions per ad buy • Buy banner ads on CPM • CTR 0.1%
Before:
A)er: • 100,000 daily visitors, ½ return 4x / day • 5,000 need to buy a car in the next 6 months • Plan to spend between $25k-‐$45k • And they live in 20 minute driving distance
21
On-‐air promos Display ads Text messages Landing page Forms Contacts Database Social Media Email and Lead Nurturing
1,000 leads ready to buy 1-‐6 mo. 5 Pools sold, $35,000 ASP
10,000 landing page visits 5,000 leads
1,100 leads ready to buy 1-‐6 mo. 9 Cars sold, $29,700 ASP
$440,000 in aTributable sales Ied back to this campaign
CTA Landing page Forms Contacts Database Social Inbox Email and Workflows
Sponsored arIcle eNewsleTer Digital Display
Offer 1: ebook Offer 2: Webinar Offer 3: Demo Request 1050 Downloaded the ebook (46.9% CR) 400 Opened email: 45% open 110 Claimed purchase promo code
Media Match Making Program 6
Steve Diogo, Digital Media Director Dental Group, Advanstar CommunicaIons
Rick Kranz, Founder & President OverGo Studio
CTA, Landing page, Forms Contacts Database Social Inbox Email and Workflows
Sponsored arIcle eNewsleTer
Offer 1: Download ebook Offer 2: Coupon offer 466 Landing page visits 159 Downloaded the ebook 27 coupon requests for design work Before HubSpot: CPL $678 A)er HubSpot CPL $17.29
1 All about conversions
2 Use same technology
3 Speak same language
4 Niche media company, bonus!
5 Will never buy old way again
Campaign Take-Aways
Photo credit: blog.zogdigital.com
Media Partner Directory hTp://bit.ly/1pdoD5k
Melanie Collins mcollins@hubspot.com
857-‐829-‐5895 @melaniecollins1
Questions? 7 Melanie Collins
mcollins@hubspot.com 857-‐829-‐5895
@melaniecollins1
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