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 [email protected]
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