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Inbound Marketing Lessons from the Fastest Growing SaaS Company

Inbound Marketing Lessons 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 @

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Inbound Marketing Lessons from the Fastest Growing SaaS Company

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  1. Inbound MarketingLessons from the Fastest Growing SaaS Company Mike Volpe CMO @ HubSpot

  2. 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

  3. 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

  4. OUR MARKETINGPHILOSOPHY 1

  5. An 
Introduction 
to Inbound Marketing

  6. For decades, marketing focused on pushing messages out. “Buy my product!”

  7. 44% Recycle/Trash 200million say “Do-not-call” 86% Skip Ads 91% Unsubscribe But people (and technology) evolved…

  8. Inbound marketing is focused on drawing prospective customers in. “Here’s some exceptional content, useful data &/or awesome service. Enjoy.”

  9. Inbound marketing is providing people with what they’re looking for... “Enjoy.”

  10. Inbound marketing is providing people with what they’re looking for... ...instead of interrupting what they’re looking for. “Enjoy.” “Buy!”

  11. 1. Attract More, better leads. ? Why Inbound 2. Own Reusable marketing assets. 3. Save 62% lower cost-per-lead.

  12. 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.

  13. 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.

  14. Calls to Action Landing Pages Email Marketing Convert Lead Nurturing Marketing Automation

  15. Key Metrics Visitors, Leads, Customers, Conversion Rates, Benchmarks, Content Performance Analyze Methods of Analysis Goal Setting

  16. THE STORYFROM 2007 to 2011 2

  17. HubSpot: Q1 2007 • 10 beta customers • 2-3 leads per day • 5 people in company • Small seed investment by founder

  18. 45,000 Leads Per Month

  19. Over 6,000 customers 3,400 Customers Q1 2007 Q4 2011

  20. 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

  21. BUILDINGAN INBOUND MARKETING MACHINE 3

  22. Have You Met Your Personas? Kadient photo by: David Meerman Scott

  23. Build Marketing Assets Blog Free Tools Podcast Videos Photos Presentations eBooks News Releases

  24. Your competition is NOT who you think it is.

  25. 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

  26. Example: Blog Top 3 source of leads ~10% visit company website ~10-20% lead conversion rate

  27. 55% more website visitors for companies that blog.

  28. 79%more Twitter followers for companies who also blog. Image credit: netzkobold

  29. 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

  30. 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

  31. Example: Social Media 165,000 Twitter followers 104,000 Facebooklikes 75,000 LinkedIn group Top 3 source of leads 7-10% lead conversion rate

  32. % Companies Acquiring Customers via Social Channels 57% 57% 48% 42%

  33. Targeted Calls-to-Action on All Content

  34. 1,200 Landing Pages, 45% Conversion

  35. 50-90 Different Targeted Emails / Month

  36. 10+ Nurturing Series Based on Behavior

  37. 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

  38. 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

  39. THE NEW MARKETING TEAM 4

  40. The Press Release Hire Rent Interrupt Push

  41. GSD Sharp

  42. D A R C : Digital

  43. D A R C : Analytical

  44. D A R C : Reach

  45. D A R C : Content

  46. Organizing the New Marketing Team

  47. MEASURINGMARKETING 5

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