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#INBOUND14 
HUBSPOT 
MEDIA 
PARTNER 
PROGRAM 
Pete 
Caputa, 
VP 
of 
Partner 
Sales 
Melanie 
Collins, 
Media 
Program 
Sa...
AGENDA 
1 Changing Face of Media Companies 
2 Why Media Companies HubSpot 
3 The Inbound Media Methodology 
4 HubSpot’s Ma...
CHANGING FACE OF 
1 MEDIA COMPANIES.
THE FACE OF 
TODAY’S MEDIA 
HAS CHANGED. 
Local news no longer 
looks like Ron Burgundy. 
.
AD SALES IS NO 
LONGER IN THE 
MAD MEN AGE. 
Even though the world 
has changed around the 
industry, media 
companies hav...
WHAT’S HAPPENING IN THE MEDIA INDUSTRY? 
1 Declining time spent: because of technology and other 
devices, less time is sp...
WHY MEDIA COMPANIES 
2 HUBSPOT.
HubSpot enables 
media companies to 
take control over 
their existing 
revenue streams, 
and helps them 
create new reven...
HOW HUBSPOT CAN HELP MEDIA COMPANIES 
Increase audience engagement 
1 
2 
3 
4 
Better advertiser ROI 
Attract more advert...
1 INCREASE AUDIENCE ENGAGEMENT 
• Before HubSpot, no tools 
to learn about each 
audience member at the 
contact level. 
•...
• Advertisers are getting 
smart. 
• They’re doing inbound for 
themselves. 
2 BETTER ADVERTISER ROI 
• They want leads, b...
3 ATTRACT NEW ADVERTISERS & 
4 CREATE NEW REVENUE STREAMS
THE INBOUND MEDIA 
3 METHODOLOGY.
MAKING REAL CONNECTIONS: AUDIENCE & 
ADVERTISERS
MAKING REAL CONNECTIONS: AUDIENCE & 
ADVERTISERS 
1 Attract: the right traffic with an 
SEO strategy. 
2 Convert: traffic ...
THE MEDIA COMPANY BECOMES AN INBOUND 
MEDIA COMPANY. 
Instead of blasting untargeted messages and hoping for results: 
• P...
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...
EXAMPLE: KTAR (LOCAL MEDIA) 
• Radio assets: on air promos, display ads, text 
messages 
• HubSpot assets: landing page, f...
EXAMPLE: DENTAL PRODUCTS REPORT (B2B) 
• Radio assets: sponsored article, enewsletter, 
digital display 
• HubSpot assets:...
MEDIA MATCHMAKING 
4 PROGRAM.
BRINGING MEDIA COMPANIES & HUBSPOT 
AGENCY PARTNERS TOGETHER 
• HubSpot has an extensive agency partner program. 
• Someti...
OUR FIRST MATCH: 
JOINED WITH
OVERGO STUDIO & DENTAL PRODUCTS REPORT 
• Steve Diogo, the Digital Media Director of the Dental Group of Advanstar 
Commun...
DENTAL PRODUCTS REPORT & OVERGO STUDIO 
• Publisher assets: sponsored article, enewsletter 
• HubSpot assets: CTA, landing...
MEDIA MATCHMAKING CAMPAIGN 
TAKEAWAYS: 
1 
All about conversions 
2 
3 
4 
Use the same technology (HubSpot) 
Speak the sa...
WE’RE 
CREATING A 
MEDIA 
PARTNER 
DIRECTORY.
HubSpot’s program for media 
and publishing companies can 
help you grow digital revenue: 
Click here to learn how.
THANK YOU.
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HubSpot Media Partner Program [INBOUND 14]

Pete Caputa (@pc4media) and Melanie Collins (@melaniecollins1) present why media companies love HubSpot, the inbound media methodology, and how HubSpot is bringing media companies and agency partners together in the new media matchmaking program.

HubSpot Media Partner Program [INBOUND 14]

  1. 1. #INBOUND14 HUBSPOT MEDIA PARTNER PROGRAM Pete Caputa, VP of Partner Sales Melanie Collins, Media Program Sales Manager
  2. 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. 3. CHANGING FACE OF 1 MEDIA COMPANIES.
  4. 4. THE FACE OF TODAY’S MEDIA HAS CHANGED. Local news no longer looks like Ron Burgundy. .
  5. 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. 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. 7. WHY MEDIA COMPANIES 2 HUBSPOT.
  8. 8. HubSpot enables media companies to take control over their existing revenue streams, and helps them create new revenue streams.
  9. 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. 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. 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. 12. 3 ATTRACT NEW ADVERTISERS & 4 CREATE NEW REVENUE STREAMS
  13. 13. THE INBOUND MEDIA 3 METHODOLOGY.
  14. 14. MAKING REAL CONNECTIONS: AUDIENCE & ADVERTISERS
  15. 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. 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. 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. 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. 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. 20. MEDIA MATCHMAKING 4 PROGRAM.
  21. 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. 22. OUR FIRST MATCH: JOINED WITH
  23. 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. 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. 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. 26. WE’RE CREATING A MEDIA PARTNER DIRECTORY.
  27. 27. HubSpot’s program for media and publishing companies can help you grow digital revenue: Click here to learn how.
  28. 28. THANK YOU.

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