1. IT‘S TIME TO
TRANSF RM
YOUR MARKETING.

2. trans·for·ma·tion
-noun
A change or alteration,
especially a radical one.
2 SOURCE: WORLD ENGLISH DICTIONARY

3. …the Internet has turned what
used to be a controlled, one-way
message into
a real-time dialogue
with millions.
DANIELLE SACKS
THE FUTURE OF ADVERTISING
FAST COMPANY, NOVEMBER 17, 2010
3

4. 4
4
79% of adult Americans use the Internet.
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

5. 78%
of Internet users conduct product research online.
5 SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

6. 10.3 Billion searches are conducted
every month on Google.
6 SOURCE: COMSCORE, AUGUST 2010

7. The average US Internet user
views
2,750 web pages per month.
7 SOURCE: THE NIELSEN COMPANY, JANUARY 2011

8. of US consumers spend
1/3 three or more hours
online every day.
8 SOURCE: THE MEDIA AUDIT, OCTOBER 2010

9. 24%
of adults have posted comments
or reviews online about the things
they buy.
9 SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010

10. Your customers are relying more & more
on social. 9 out of 10
9 out of 10 Internet users visited
a social networking site each month in 2010.
10 SOURCE: COMSCORE, FEBRUARY 2011

11. 1 out of every 8
minutes online
is spent on Facebook.
11 SOURCE: COMSCORE, FEBRUARY 2011

12. Twitter‘s active
user base generates
90 Million
tweets per day.
12 SOURCE: RJMETRICS, JANUARY 2010

13. More than half
of all Internet users
read blogs at least monthly.
13 SOURCE: EMARKETER, AUGUST 2010

14. US Internet users spend
3x more minutes on blogs
& social networks
than on email.
= 1 MINUTE
SOCIAL NETWORKS/BLOGS ONLINE EMAIL PORTALS VIDEOS/MOVIES
GAMES
14 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

15. 40%
of Facebook‘s
user base is
age 35+.
15 SOURCE: ISTRATEGY LABS, JANUARY 2010

16. 64%
of Facebook
users have
become ―fans‖
of at least
one company.
16 SOURCE: EXACTTARGET, 2011

17. Web-based email usage
is on
the
28%
22%
AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54
-1% AGE 55-64 AGE 65+
-8%
-12%
-18%
(% CHANGE, DECEMBER 2009 – DECEMBER 2010)
-59%
17 SOURCE: COMSCORE, DECEMBER 2010

18. Search engines, blogging &
other Internet trends have
fundamentally transformed
the way people & businesses
purchase products,
but most small businesses still use outdated
& inefficient marketing methods—like print
advertising, telemarketing & trade shows
—that people increasingly find intrusive
& screen out."
BRIAN HALLIGAN
CO-FOUNDER & CEO
HUBSPOT
18

19. 19 SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007

20. 78%
of business people
use their mobile device
to check email.
20
20 SOURCE: AT&T, MARCH 2011

21. of US smartphone owners compare prices
40% on their mobile device while in-store,
shopping for an item.
21 SOURCE: COMSCORE, JANUARY 2011

22. 1 in 5
US adult mobile phone owners
have used their device
to make a purchase
in the past month.
22 SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010

23. 40%
of US households have a DVR.
23 SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010

24. 200 Million
Americans have registered on the Federal Trade Commission‘s
―Do Not Call‖ list.
24 SOURCE: FTC, JULY 2010

25. 46%.
The decline in spending
on tech trade shows in 2009.
25 SOURCE: TRADESHOW EXHIBITORS ASSOCIATION, MARCH 2009

26. 91%
of email users have
unsubscribed
from a company email
they previously opted-in to.
26 SOURCE: EXACTTARGET, , 2011

27. of 25-34 year-olds have left
84% a favorite website because of
intrusive or irrelevant advertising.
27 SOURCE: HOWTO.TV, APRIL 2008

28. Audiences everywhere are
tough. They don‘t have time to
be bored or brow beaten by
orthodox,
old-fashioned advertising.
We need to stop interrupting
what people are interested in &
be what people
are interested in.”
CRAIG DAVIS
CHIEF CREATIVE OFFICER, WORLDWIDE
J. WALTER THOMPSON (WORLD‘S 4TH LARGEST AD AGENCY)
28

29. new
–adjective
Markedly different from
what was before;
changed, especially for the
better.
29 SOURCE: WORLD ENGLISH DICTIONARY

30. This is your new business card.
30

31. This OUTBOUND
is
your
new
marketing
mix.
INBOUND
31

32. Be helpful.
Helpful is the new viral.
ask yourself how you can be of service to
Helpful your current and potential customers. What
problems can you solve? What questions
Relevant can you answer? What knowledge can you
share?
Remarkable
Read more:
Frequent http://blog.hubspot.com/blog/tabid/6307/bid
/10291/Helpful-is-the-New-Viral.aspx#ixzz1
GsSghdGN
32

33. Generous
is the
new
cautious
& controlled.
33

34. Remarkable is the new
‗business as usual.‘
34

35. Link love is the new ad buy.
35

36. Targeted landing pages & clear calls to action
are the new ‘visit my homepage’.
36

37. Keywords are the new neon signs.
37

38. 38

39. If you don‘t like change,
you‘re going to like
irrelevancy even less.‖
GENERAL ERIC SHINSEKII, 2003
39

40. in·bound mar·ket·ing
-noun
Any marketing tactic that relies
on earning people‘s interest
instead of buying it;
a.k.a. the key to marketing
transformation.
40 SOURCE: WIKIPEDIA

41. Inbound marketing
in a nutshell.
1: GET FOUND ONLINE
3: ANALYZE & IMPROVE
2: CONVERT VISITORS & LEADS
41

42. More than 1/3 of US companies
use blogs for marketing purposes.
42 SOURCE: UM, OCTOBER 2010

43. Companies that blog get
55% more
website visitors.
43 SOURCE: HUBSPOT, 2010

44. Inbound marketing costs 62% less
per lead than traditional, outbound marketing.
AVG COST/LEAD: $373
AVG COST/LEAD: $143
OUTBOUND INBOUND
44 SOURCE: HUBSPOT, 2011

45. 45 SOURCE: HUBSPOT, 2011

46. 57%
of businesses have
acquired a customer
through their
company blog.
46 SOURCE: HUBSPOT, 2011

47. 47 SOURCE: HUBSPOT, 2011

48. 2/3
of marketers say
their company blog
is “critical” or
“important”
to their business.
48 SOURCE: HUBSPOT, 2011

49. The number
of marketers
who say
Facebook
is “critical”
or “important”
to their business
has increased
83%
in just two years.
49 SOURCE: HUBSPOT, 2011

50. 51%
of Facebook fans
are more likely to buy
the brands they fan.
50 SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010

51. of Twitter followers
79%
are more likely
to recommend
the brands they follow.
51 SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010

52. The average budget spent on company blogs
& social media has nearly doubled in two years.
2009
$$$ $ $ $$ $$
2011
$$$ $ $ $$ $$$$ $ $ $$ $$
$ = 1% OF ANNUAL MARKETING BUDGET
52 SOURCE: HUBSPOT, 2011

53. What we really need is
a mindset shift that will make us
relevant to today‘s consumers,
a mindset shift from
„telling & selling‟
to building relationships.”
JIM STENGEL
FORMER GLOBAL MARKETING OFFICER
FOR PROCTER & GAMBLE
53

54. how·to
–noun
A set of step-by-step instructions
for accomplishing a certain task
or reaching a certain objective.
54 SOURCE: RANDOM HOUSE DICTIONARY

55. 1 Make
stuff
people
want.
• EDUCATIONAL EBOOKS
• HOW-TO VIDEOS
• ONLINE CALCULATORS
• PLANNING TOOLS
• ANSWERS TO COMMON QUESTIONS
55

56. • THE MORE YOU
GIVE, THE MORE
YOU GET
2 Be
generous.
• BUILD
TRUST, CREDIBILITY
& GOOD WILL
• INCREASE #
OF PAGES
& INBOUND LINKS
56

57. Rock •
HTTP://WWW.HUBSPOT.COM/INTERNET-
your MARKETING-TIPS/DETAILED-KEYWORD-
TIPS/
keywords.
• HTTP://WEBSITEGRADER.COM/
57

58. 4 Give
great
directions.
• RELEVANT LANDING PAGES
• CLEAR CALLS TO ACTION
• COMPELLING OFFERS
58

59. 5 Invest
wisely.
―IF IT DON‘T MAKE DOLLARS, IT DON‘T MAKE SENSE.‖
59

60. It no longer makes
economic sense to send
an advertising message
to the many, in hopes
of persuading the few.
M. LAWRENCE LIGHT
FORMER CHIEF MARKETING OFFICER
MCDONALDS
60

61. Amen.
61

62. MARKETING
TRANSFORMATION
WEEK April 4-8, 2011
5 days. 50 prizes. 500 tips.
Learn, win, transform!
http://HubSpot.com/MTW
62

63. IMAGE CREDITS.
HubSpot gratefully acknowledges the following photographers for sharing their original works via flickr & the Creative Commons license.
SLID FLICKR USERNAME SLID FLICKR USERNAME
E E
4 PIMBOULA 32-34 SHEREEN M
5 MEZ LOVE 35 MAIT JÜRIADO
6, 58 STÉFAN 36 AJITH
& 59
7 DARRREN HESTER 37 TELSTAR LOGISTICS
8 NICHOLASJON 38 DR CRAIG
9 GUSTAVO PIMENTA 41 EKURVINE
12 ETGEEK (ERIC) 42 AGAHRAN
13 & DELPHWYND 43 B.ROMAIN
15
16 IAN RANSLEY DESIGN + 46 JULIANA COUTINHO
ILLUSTRATION
22 MASOCHISMTANGO 47 RJMETRICS
23 ABBYLADYBUG 48 EFLON
24 TYLERDURDEN1 49 ESCAPEDTOWISCONSIN
25 CELINE NADEAU 50 XURDE
26 INKMAN_ 55 JOSH LIBA
27 ASHLEY ROSE 56 BRANDON CHRISTOPHER WARREN
32-34 SHEREEN M 57 FEITICEIRA_ORG
63 *ALL IMAGES WERE PURCHASED ON ISTOCKPHOTO.COM UNLESS NOTED ABOVE.

64. ABOUT HUBSPOT.
HubSpot is an all-in-one marketing software
platform for small and medium-sized businesses.
4,000+ companies use HubSpot to generate
over 500,000 leads per month.
LET‟S BE FRIENDS ONLINE!
http://blog.hubspot.com/
Twitter.com/hubspot
Facebook.com/hubspot
Linkedin/com/hubspot
Youtube.com/hubspot
flickr.com/photos/hubspot
64 NO SPROCKETS WERE HARMED IN THE MAKING OF THIS PRESENTATION.