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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…. - PowerPoint PPT Presentation
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Inbound Marketing& HubSpotCMU Tepper Business School – November 30, 2009
Mike VolpeVP Marketing @HubSpotTwitter: @mvolpe
Marketing is Changing
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
The Good News…
Inbound Marketing:Get Found using Google, Social Media and Blogs
#4 Marketing Book on Amazon
InboundBook.com
Inbound Gives Leverage
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
Advice for the road ahead…
Stop thinking like amarketer or advertiser.
Start thinking like apublisher and
socializer.
How does HubSpotmarket itself?
Inbound Marketing
Inbound Marketing
Publish
Promote
Optimize
Convert
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
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
Case Study: HubSpot Blog
• Top 3 source of leads• ~10% visit company website• ~10-20% lead conversion rate
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
HubSpot MarketingGradersBlog IM.com SEOPaid $$
HubSpot.com Landing Page
Leads
Qualified Leads(SALES)
Demos / Customers
Social
ProspectEmail DB
(HI-IQ)
Un-Qualified Leads
Nurturing
Scoring
Nurturing
Nurturing
Did not buy
Analysis and Measurement
Flickr: akisra
Traffic
Leads
Sales
…By Channel or Source
Visitors Leads Sales
SEO
SocialMedia
What is HubSpot’sbusiness model?
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
HubSpot Software
• All in one integrated system
• Target small and medium businesses
• Easy to buy, deploy, and use
• Very broad, not very deep
Search Engine Optimization
• Keyword Grader• Link Grader• Page Grader
Blogging & Social Media
• Business Blog Software
• Blog Analytics• Social Media
Monitoring• Social Media
Publishing
Lead Capture and Intelligence
• Landing Pages• Lead Intelligence• Lead Alerts• Visitor Profiling
Competitor Tracking & Benchmarking
Marketing Analytics
• Assess the effectiveness of your marketing on a campaign-by-campaign level
• Optimize resource allocation to maximize sales
Saas Business Model
• Software-as-a-service (Saas)
• Customers pay for access to online software
• Salesforce.com, Netsuite, Omniture
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
Key Saas Metrics
• Magic Number• (Qt Rev – Qt-1 Rev) / Qt-1 Sales + Mktg
• COCA / First Year Rev• Revenue Based Churn Rate
• (Qt Rev* – Qt-1 Rev) / Qt-1 Rev
Rev = subscription (recurring) revenueRev* = subscription (recurring) revenue excluding revenue
from new customers added that period
HubSpot Business Model
• $250 to $1000 per month
• 97%+ retention rate
• Very good magic number ;)
What jobs are in inbound marketing?
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
Hiring for Inbound Marketing
• Digital• Analytical• Reach• Content
• Super Smart• GSD
Pats Dev /Free Tools
Product Evangelism
Partner / BizDev
ConvertGet Found
Marketing Team @ HubSpot
RickBurnes
RebeccaCorliss
EllieMirman
Prashant Kaw
DanZarrella
Peter Caputa IV
JeanneHopkins
PamelaSeiple
CarolOrtenberg
KirstenKnipp
JordyneWu
Shannon Sweetser
+ Developers(from Dev team)
MikeVolpe
Thank You / Q&Awww.HubSpot.comwww.MikeVolpe.comToday’s Slides: www.MikeVolpe.com/CMUTepper
Mike VolpeVP Marketing @HubSpotTwitter: @mvolpe