Transcript What jobs are in inbound marketing?

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…
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 a
marketer or advertiser.
Start thinking like a
publisher and socializer.
How does HubSpot
market itself?
Inbound Marketing
Inbound Marketing
Publish
Promote
Optimize
Convert
Case Study: Website Grader
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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
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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 Marketing
Blog
IM.com
Paid $$
SEO
Social
Nurturing
Graders
Prospect
Email DB
(HI-IQ)
HubSpot.com Landing Page
Leads
Scoring
Un-Qualified Leads
Qualified Leads
(SALES)
Nurturing
Nurturing
Did not buy
Demos / Customers
Analysis and Measurement
Flickr: akisra
Traffic
Leads
Sales
…By Channel or Source
Visitors
SEO
Social
Media
Leads
Sales
What is HubSpot’s
business model?
What’s HubSpot?
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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
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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) revenue
Rev* = 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
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Digital
Analytical
Reach
Content
• Super Smart
• GSD
Marketing Team @ HubSpot
Rebecca
Corliss
Ellie
Mirman
Pamela
Seiple
Convert
Get Found
Shannon
Sweetser
Prashant
Kaw
Jeanne
Hopkins
Rick
Burnes
Peter
Caputa IV
Jordyne
Wu
Partner / BizDev
Product
Evangelism
Kirsten
Knipp
Carol
Ortenberg
Mike
Volpe
Dan
Zarrella
Pats Dev /
Free Tools
+ Developers
(from Dev team)
Thank You / Q&A
www.HubSpot.com
www.MikeVolpe.com
Today’s Slides: www.MikeVolpe.com/CMUTepper
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe