1.
#INBOUND14
HUBSPOT
MEDIA
PARTNER
PROGRAM
Pete
Caputa,
VP
of
Partner
Sales
Melanie
Collins,
Media
Program
Sales
Manager

2.
AGENDA
1 Changing Face of Media Companies
2 Why Media Companies HubSpot
3 The Inbound Media Methodology
4 HubSpot’s Match Making Program

3.
CHANGING FACE OF
1 MEDIA COMPANIES.

4.
THE FACE OF
TODAY’S MEDIA
HAS CHANGED.
Local news no longer
looks like Ron Burgundy.
.

5.
AD SALES IS NO
LONGER IN THE
MAD MEN AGE.
Even though the world
has changed around the
industry, media
companies have stayed
in a traditional state.

6.
WHAT’S HAPPENING IN THE MEDIA INDUSTRY?
1 Declining time spent: because of technology and other
devices, less time is spent with print media and radio.
2 Fragmentation of consumption: difficult for media companies
to keep website visitors on-site.
3 Big competition: national and local media companies are
competing for the same ad dollars as Facebook, Twitter, and
bloggers.
4 Advertisers = smart: demanding more than clicks and
impressions.

7.
WHY MEDIA COMPANIES
2 HUBSPOT.

8.
HubSpot enables
media companies to
take control over
their existing
revenue streams,
and helps them
create new revenue
streams.

9.
HOW HUBSPOT CAN HELP MEDIA COMPANIES
Increase audience engagement
1
2
3
4
Better advertiser ROI
Attract more advertisers
Create new revenue streams

10.
1 INCREASE AUDIENCE ENGAGEMENT
• Before HubSpot, no tools
to learn about each
audience member at the
contact level.
• Now can develop a marketing plan based on actions someone
took on-site.
• End result: more subscription revenue and more time spent on-site.

11.
• Advertisers are getting
smart.
• They’re doing inbound for
themselves.
2 BETTER ADVERTISER ROI
• They want leads, but media companies are only selling clicks
and impressions.
• HubSpot helps repackage a bigger offering, price, and sell so
the advertisers can get leads.

12.
3 ATTRACT NEW ADVERTISERS &
4 CREATE NEW REVENUE STREAMS

13.
THE INBOUND MEDIA
3 METHODOLOGY.

14.
MAKING REAL CONNECTIONS: AUDIENCE &
ADVERTISERS

15.
MAKING REAL CONNECTIONS: AUDIENCE &
ADVERTISERS
1 Attract: the right traffic with an
SEO strategy.
2 Convert: traffic into contacts in
a responsive database, with
profiles that go beyond
general demographics.
3 Engagement: use data to
keep visitors on-site longer
and consuming more content.

16.
THE MEDIA COMPANY BECOMES AN INBOUND
MEDIA COMPANY.
Instead of blasting untargeted messages and hoping for results:
• Price, package, and sell inbound media campaigns
• Promote the offer to a qualified segment of the audience
• Generate leads with purchase intent for their advertisers

17.
LET’S SAY YOU’RE A LOCAL CAR DEALER…
Who would you want to buy digital ads from?
A rep who offers this:
• 100,000 daily website visitors
• 15,000 impressions per ad
buy
• Buy banner ads on CPM
• CTR 0.1%
Or a rep who offers this:
• 100,000 daily visitors, half of
which return 4 times/day
• 5,000 need to buy a new car in
the next 6 months
• Plan to spend between $25k-
$45k
• All live within 20 minutes of
your dealership

18.
EXAMPLE: KTAR (LOCAL MEDIA)
• Radio assets: on air promos, display ads, text
messages
• HubSpot assets: landing page, forms, contacts
database, social media, email and lead nurturing
• Results: 10,000 landing page visits, 5,000 leads
• Car dealer: 1,100 leads ready to buy in 1-6
months, 9 cars sold, $29,700 ASP
• Pool company: 1,000 leads ready to buy in 1-6
months, 5 pools sold, $35,000 ASP
RESULT: $440,000 in attributable sales tied back
to this campaign.

19.
EXAMPLE: DENTAL PRODUCTS REPORT (B2B)
• Radio assets: sponsored article, enewsletter,
digital display
• HubSpot assets: CTA, landing page, forms,
contacts database, social media, email and
workflows
• Campaign details: Offer 1: ebook, Offer 2:
webinar, Offer 3: demo request
• Results: 1050 downloaded the ebook (46.9%
CTR, 400 opened the email (45% open rate), 110
claimed purchase promo code

20.
MEDIA MATCHMAKING
4 PROGRAM.

21.
BRINGING MEDIA COMPANIES & HUBSPOT
AGENCY PARTNERS TOGETHER
• HubSpot has an extensive agency partner program.
• Sometimes their clients buy digital advertising.
• But there’s an inbound way to buy digital advertising…
• It unites HubSpot partners with their media company
counterparts to run inbound advertising campaigns.

22.
OUR FIRST MATCH:
JOINED WITH

23.
OVERGO STUDIO & DENTAL PRODUCTS REPORT
• Steve Diogo, the Digital Media Director of the Dental Group of Advanstar
Communications worked with Rick Kranz, Founder and President of OverGo
Studio.
• Steve’s been a HubSpot customer for about 2 years, and has had great
success running inbound media campaigns for his advertisers – about 80
campaigns to date.
• Rick has been a HubSpot partner for 4 years and has a client who markets
direct mail services to dentists.
• Rick worked with Steve to run an inbound lead generation campaign for
Rick’s client.

24.
DENTAL PRODUCTS REPORT & OVERGO STUDIO
• Publisher assets: sponsored article, enewsletter
• HubSpot assets: CTA, landing page, forms,
contacts database, social media, email and
workflows
• Campaign details: Offer 1: download ebook,
Offer 2: coupon offer
• Results: 466 landing page visits, 159 ebook
downloads, 27 coupon requests for design work
Before HubSpot: CPL $678
After HubSpot: CPL $17.29

25.
MEDIA MATCHMAKING CAMPAIGN
TAKEAWAYS:
1
All about conversions
2
3
4
Use the same technology (HubSpot)
Speak the same language (inbound)
Niche media company – reach your desired
audience
5 “I will never buy the old way again” – Rick Kranz

26.
WE’RE
CREATING A
MEDIA
PARTNER
DIRECTORY.

27.
HubSpot’s program for media
and publishing companies can
help you grow digital revenue:
Click here to learn how.

28.
THANK YOU.