#INBOUND14    

HUBSPOT  MEDIA  PARTNER  PROGRAM  

Pete  Caputa,  VP  of  Partner  Sales  

Melanie  Collins,  Media  Program  Sales  Manager  

1  Changing Face of Media Companies

2 Why Media Companies HubSpot

3  The Inbound Media Methodology

4 HubSpot’s Match Making Program

AGENDA

CHANGING FACE OF MEDIA COMPANIES. 1

THE FACE OF TODAY’S MEDIA HAS CHANGED. Local news no longer looks like Ron Burgundy.

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AD SALES IS NO LONGER IN THE MAD MEN AGE. Even though the world has changed around the industry, media companies have stayed in a traditional state.

1  Declining time spent: because of technology and other

devices, less time is spent with print media and radio.

2  Fragmentation of consumption: difficult for media companies

to keep website visitors on-site.

3  Big competition: national and local media companies are

competing for the same ad dollars as Facebook, Twitter, and

bloggers.

4  Advertisers = smart: demanding more than clicks and

impressions.

WHAT’S HAPPENING IN THE MEDIA INDUSTRY?

WHY MEDIA COMPANIES HUBSPOT. 2

HubSpot enables media companies to take control over their existing revenue streams, and helps them create new revenue streams.

Increase audience engagement

HOW HUBSPOT CAN HELP MEDIA COMPANIES

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Better advertiser ROI

Attract more advertisers

Create new revenue streams

•  Before HubSpot, no tools

to learn about each

audience member at the

contact level.

INCREASE AUDIENCE ENGAGEMENT 1

•  Now can develop a marketing plan based on actions someone

took on-site.

•  End result: more subscription revenue and more time spent on-

site.

•  Advertisers are getting

smart.

•  They’re doing inbound for

themselves.

BETTER ADVERTISER ROI 2

•  They want leads, but media companies are only selling clicks

and impressions.

•  HubSpot helps repackage a bigger offering, price, and sell so

the advertisers can get leads.

ATTRACT NEW ADVERTISERS & 3

CREATE NEW REVENUE STREAMS 4

THE INBOUND MEDIA METHODOLOGY. 3

MAKING REAL CONNECTIONS: AUDIENCE & ADVERTISERS

1  Attract: the right traffic with an

SEO strategy.

2  Convert: traffic into contacts in

a responsive database, with

profiles that go beyond

general demographics.

3  Engagement: use data to

keep visitors on-site longer

and consuming more content.

MAKING REAL CONNECTIONS: AUDIENCE & ADVERTISERS

Instead of blasting untargeted messages and hoping for results:

•  Price, package, and sell inbound media campaigns

•  Promote the offer to a qualified segment of the audience

•  Generate leads with purchase intent for their advertisers

THE MEDIA COMPANY BECOMES AN INBOUND MEDIA COMPANY.

A rep who offers this: •  100,000 daily website visitors

•  15,000 impressions per ad

buy

•  Buy banner ads on CPM

•  CTR 0.1%

Or a rep who offers this: •  100,000 daily visitors, half of

which return 4 times/day

•  5,000 need to buy a new car in

the next 6 months

•  Plan to spend between $25k-

$45k

•  All live within 20 minutes of

your dealership

LET’S SAY YOU’RE A LOCAL CAR DEALER… Who would you want to buy digital ads from?

•  Radio assets: on air promos, display ads, text

messages

•  HubSpot assets: landing page, forms, contacts

database, social media, email and lead nurturing

•  Results: 10,000 landing page visits, 5,000 leads

•  Car dealer: 1,100 leads ready to buy in 1-6

months, 9 cars sold, $29,700 ASP

•  Pool company: 1,000 leads ready to buy in 1-6

months, 5 pools sold, $35,000 ASP

EXAMPLE: KTAR (LOCAL MEDIA)

RESULT: $440,000 in attributable sales tied back to this campaign.

•  Radio assets: sponsored article, enewsletter,

digital display

•  HubSpot assets: CTA, landing page, forms,

contacts database, social media, email and

workflows

•  Campaign details: Offer 1: ebook, Offer 2:

webinar, Offer 3: demo request

•  Results: 1050 downloaded the ebook (46.9%

CTR, 400 opened the email (45% open rate), 110

claimed purchase promo code

EXAMPLE: DENTAL PRODUCTS REPORT (B2B)

MEDIA MATCHMAKING PROGRAM. 4

•  HubSpot has an extensive agency partner program.

•  Sometimes their clients buy digital advertising.

•  But there’s an inbound way to buy digital advertising…

•  It unites HubSpot partners with their media company

counterparts to run inbound advertising campaigns.

BRINGING MEDIA COMPANIES & HUBSPOT AGENCY PARTNERS TOGETHER

JOINED WITH

OUR FIRST MATCH:

•  Steve Diogo, the Digital Media Director of the Dental Group of Advanstar

Communications worked with Rick Kranz, Founder and President of OverGo

Studio.

•  Steve’s been a HubSpot customer for about 2 years, and has had great

success running inbound media campaigns for his advertisers – about 80

campaigns to date.

•  Rick has been a HubSpot partner for 4 years and has a client who markets

direct mail services to dentists.

•  Rick worked with Steve to run an inbound lead generation campaign for

Rick’s client.

OVERGO STUDIO & DENTAL PRODUCTS REPORT

•  Publisher assets: sponsored article, enewsletter

•  HubSpot assets: CTA, landing page, forms,

contacts database, social media, email and

workflows

•  Campaign details: Offer 1: download ebook,

Offer 2: coupon offer

•  Results: 466 landing page visits, 159 ebook

downloads, 27 coupon requests for design work

DENTAL PRODUCTS REPORT & OVERGO STUDIO

Before HubSpot: CPL $678 After HubSpot: CPL $17.29

All about conversions

MEDIA MATCHMAKING CAMPAIGN TAKEAWAYS:

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Use the same technology (HubSpot)

Speak the same language (inbound)

Niche media company – reach your desired audience

5 “I will never buy the old way again” – Rick Kranz

WE’RE CREATING A MEDIA PARTNER DIRECTORY.

HubSpot’s program for media and publishing companies can help you grow digital revenue: Click here to learn how.

THANK YOU.