Startup Marketing — A Case Study on Ignoring the Traditional Rules Mike Volpe, VP Inbound Marketing

2. The ABC’s of
Startup Marketing
Lessons from 3 years and 3,000 customers
Mike Volpe
VP Marketing, HubSpot
@mvolpe

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

4. 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.)

5. Who is HubSpot?
160+ Employees in Cambridge, MA (MIT)
$33m in VC (3 rounds)
Saas for Marketing at $3K-15K/year

6. Complicated & Easy &
Confusing Integrated

7. HubSpot Traffic > Comparables

8. Growth
3,000
Customers
Q1 2007 Q2 2010

9. Avoid
Addiction
(to Google)

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

14. 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

15. Blog
Beforehand
(prior to product
launch)

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

17. HubSpot.com/cartoons

18. Target Content to Your Personas

19. Publish Everything

20. Our blog is the #1 resource
mentioned by our prospects
to our salespeople.

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

22. Create
Convenience
(for potential
customers)

24. 2.4 million websites graded
(Plus emails, web traffic, PR, social buzz…)
Flickr: wfyurasko

27. Drive with
Data
(feelings lead
to failure)

28. Data is your friend. You can trust data.

29. Measure each stage of your
sales and marketing process.
Visits
Prospects
Leads
Wo. Leads
Opps
Cust

30. …By Channel or Source to diagnose.
Drill into each source
Visitors Leads Sales
SEO
Social
Media

31. Set targets for all key metrics.

32. Measure progress to targets daily.

33. Measure often. Evolve faster.

34. Employ the
Exceptional
(outstanding &
unusual)

35. 80% of team had under 12 months
experience in “marketing” when hired.

36. GSD
Sharp

37. D A R C : Digital

38. D A R C : Analytical

39. D A R C : Reach

40. D A R C : Content

41. Empower Employees by Sharing Info

42. All Your Employees Are Marketers

43. Questions to ask yourself...

44. Am I regularly creating new
share-worthy content?

45. Am I promoting my content
in social media conversations?

46. Am I optimizing my content
for search and social media?

47. Am I converting as
many visitors into
leads and sales as I can?

48. Stop thinking like a
marketer or advertiser.

49. Start thinking like a
publisher and socializer.

50. Suggested Next Steps:
1) Download these slides:
Mike Volpe www.MikeVolpe.com/ABCs
VP Marketing @HubSpot
Twitter: @mvolpe 2) Read “Inbound Marketing “Book
mvolpe@hubspot.com
3) Grade your website:
www.WebsiteGrader.com
4) Additional Free Resources:
www.HubSpot.com/marketing-hubs