MARKETER

HOW TO

BECOME THE

EVER!

marta kagan director, brand & buzz

hubspot @mzkagan

1

STOP INTERRUPTING PEOPLE!

1

It’s Awesome.

3

EAT AT JOE’S! EAT @

JOE’S!

EAT @ JOE’S!

EAT @ JOE’S!

4

5

% OF PEOPLE WHO UNSUBSCRIBE

FROM EMAIL % OF DIRECT MAIL

NEVER OPENED % OF PEOPLE

WHO SKIP TV ADS

6

300,000,000

# OF US CITIZENS

# OF US CITIZENS ON THE FTC’S

“DO NOT CALL” LIST

200,000,000

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-59%

-1%

-18%

-8% -12%

22%

28%

12-17 18-24 25-34 35-44 45-54

55-64 65+

% CHANGE IN EMAIL USAGE, BY AGE DECEMBER 2009 – DECEMBER 2010

YANDEX

YAHOO!

GOOGLE

BING

8

AVERAGE CLICK-THROUGH RATES FOR PAID SEARCH WORLDWIDE

9

BE WHERE YOUR AUDIENCE IS.

2

78% OF INTERNET USERS CONDUCT PRODUCT RESEARCH ONLINE.

11

57% OF INTERNET USERS SEARCH THE WEB EVERY DAY.

12

13

46% OF DAILY SEARCHES ARE FOR INFO ON PRODUCTS OR SERVICES.

14

THIS IS YOUR NEW BUSINESS CARD.

15

81%

90%

82%

72%

58% 52%

31%

12-17 YO 18-24 YO 25-34 YO 35-44 YO 45-54 YO 55-64 YO 65+

US SOCIAL NETWORK USER PENETRATION BY AGE

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1.8

2.3

2.9

3.7

4.6

2.7

4.4

Shopping Browsing Gaming Multimedia Social News Email

AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY*

*WORLDWIDE

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TOP 5 ONLINE ACTIVITIES OF US INTERNET USERS (RANKED BY MINUTES SPENT AND SHARE OF TIME SPENT ONLINE)

24%

10%

8%

4%

4%

SOCIAL NETWORKS/BLOGS

ONLINE GAMES

EMAIL

PORTALS

VIDEOS/MOVIES

GO INBOUND (OR GO HOME!)

3

NOT AWESOME. Customers    1    Times  Transmi/ed    2    Conversion  Rate    0.50    Net  New  Infec8ons    1    

19

AWESOME! Customers    1    Times  Transmi/ed    2    Conversion  Rate    0.50    Net  New  Infec8ons    1    

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•  10 BETA CUSTOMERS •  5 EMPLOYEES •  60 LEADS/MONTH

CIRCA 2007…

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•  4,500 CUSTOMERS •  200 EMPLOYEES • 40,000 LEADS/MO.

TODAY…

22

0

500000

1000000

1500000

2000000

2500000

3000000

Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11

HubSpot.com

Salesforce.com

ExactTarget.com

NetSuite.com

UNIQUE VISITORS ACCORDING TO COMPETE.COM

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SALESFORCE 56,299

NETSUITE 5902

HUBSPOT 135,678

EXACTTARGET 14,939

SOCIAL MEDIA REACH TWITER + FACEBOOK + LINKED IN

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BOATLOADS OF CONTENT. 200 YOU TUBE VIDEOS

100 WEB-INARS

1600 BLOG POSTS

260 PRESEN-TATIONS

150 POD-CASTS

OVER 7,000,000 VIEWS

25

26

# OF LANDING PAGES AVG CONVERSION RATE

# OF OPT-IN EMAILS & LEADS

27

BLOG.HUBSPOT.COM

AVG LEAD CONVERSION RATE # OF SUBSCRIBERS

28

HUBSPOT.COM/MTW

# OF VIEWS IN 1ST WEEK

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“IN GOD WE TRUST. ALL OTHERS BRING DATA.”

DAILY. NOT MONTHLY. NOT QUARTERLY.

0%

20%

40%

60%

80%

100%

21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0

% PR

OGRE

SS TO

GOAL

BUSINESS DAYS LEFT IN MONTH

Actual Goal

31

BUILD AN AWESOME MARKETING TEAM

4

Most agencies generate "< 25% of revenue "

from recurring sources. G S D

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Most agencies generate "< 25% of revenue "

from recurring sources. GET SHIT DONE

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Most agencies generate "< 25% of revenue "

from recurring sources. D A R C

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Most agencies generate "< 25% of revenue "

from recurring sources. DIGITAL ANALYTICAL REACH CONTENT

36

EVANGELISM

BRAND & BUZZ

MARKETEERING (Marketing + Engineering)

MOFU (Middle of the Funnel)

TOFU (Top of the Funnel)

SALES

FUNNEL, NOT FUNCTION.

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MARKETING BOARD

BRAND & BUZZ TOFU MOFU EVANGELISM MARKETEERING

•  PR •  Brand •  Company Blog •  Events

•  Content •  Co-Marketing •  Affiliate Marketing •  Display •  PPC

•  Email •  Landing pages •  Webinars

•  Product content •  Sales training •  Customer events •  Analyst relations

•  Tools & apps •  Internal

marketing tech

•  Direct & branded search traffic

•  PR Coverage •  Reach

•  Visitors •  Subscribers •  Downloads •  Leads

•  Leads •  Conversion rates •  Lead quality

•  Product awareness •  Lead close % •  Product buzz/PR

•  Traffic/downloads/users of tools & apps

•  Marketing productivity

T E A M A S S E T S

T E A M M E T R I C S

38

AG�ILE -adjective

Quick and well-coordinated in movement; lithe.

39

HTTP://WWW.HUBSPOT.COM/MODERN-MARKETING-TEAM-KIT/

FAIL FAST. EVOLVE FASTER.

ENCOURAGE EXPERIMENTS.

41

DO OR DO NOT. THERE IS NO ‘TRY’.

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SIMPLIFY! 5

SALES TOOLS

SEO

??? EMAIL

WEBSITE LANDING PAGES

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ANALYTICS

LEAD NURTURING

EMAIL

SEO

SOCIAL MEDIA LANDING

PAGES WEBSITE

SALES TOOLS

BLOG THE ULTIMATE ALL-IN-ONE MARKETING SOFTWARE.

45

TRY HUBSPOT FREE FOR 30 DAYS: HUBSPOT.COM/FREE-TRIAL

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THANK YOU!

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