The ABC’s of Startup Marketing

Lessons from 3 years and 3,000 customers Mike Volpe VP Marketing, HubSpot @mvolpe

Before We Start

Twitter: @mvolpe Slides: www.MikeVolpe.com/ABCs Share whatever, wherever!

Prior Art Worth Reading Product / Market Fit (Sean Ellis) http://startup-marketing.com/the-startup-pyramid/

Startup Marketing Metrics (Dave McClure) http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html

(If Sean or Dave are reading this, I’d love to grab coffee/beer sometime.)

Who is HubSpot? 160+ Employees in Cambridge, MA (MIT)

$33m in VC (3 rounds) Saas for Marketing at $3K-15K/year

Complicated & Confusing

Easy & Integrated

HubSpot Traffic > Comparables

Growth

3,000 Customers

Q1 2007 Q2 2010

Avoid Addiction

(to Google)

Don’t make me do marketing! Just up our AdWords limit...

Renting / Outbound Building / Inbound

Advertising Blogging

Conferences / Events SEO

Paid Search / PPC Free Tools

Email List Rentals Social Media

Cold Calling Opt-In Email Lists

Blog Beforehand

(prior to product launch)

Not doing it like him? You’re doing it wrong.

HubSpot.com/cartoons

Target Content to Your Personas

Publish Everything

Our blog is the #1 resource mentioned by our prospects

to our salespeople.

Our blog is one of our top 3 sources of leads and sales.

Create Convenience

(for potential customers)

2.4 million websites graded (Plus emails, web traffic, PR, social buzz…)

Flickr: wfyurasko

Drive with Data

(feelings lead to failure)

Data is your friend. You can trust data.

Visits

Prospects

Leads

Opps

Cust

Wo. Leads

Measure each stage of your sales and marketing process.

…By Channel or Source Visitors Leads Sales

SEO

Social Media

Drill into each source to diagnose.

Set targets for all key metrics.

Measure progress to targets daily.

Measure often. Evolve faster.

Employ the Exceptional

(outstanding & unusual)

80% of team had under 12 months experience in “marketing” when hired.

GSD

Sharp

D A R C : Digital

D A R C : Analytical

D A R C : Reach

D A R C : Content

Empower Employees by Sharing Info

All Your Employees Are Marketers

Questions to ask yourself...

Am I regularly creating new share-worthy content?

Am I promoting my content in social media conversations?

Am I optimizing my content for search and social media?

Am I converting as many visitors into

leads and sales as I can?

Stop thinking like a marketer or advertiser.

Start thinking like a publisher and socializer.

Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe mvolpe@hubspot.com

Suggested Next Steps:

1) Download these slides: www.MikeVolpe.com/ABCs

2) Read “Inbound Marketing “Book

3) Grade your website: www.WebsiteGrader.com

4) Additional Free Resources: www.HubSpot.com/marketing-hubs