HubSpot Media Partner Program [INBOUND 14]
description
Transcript of HubSpot Media Partner Program [INBOUND 14]
#INBOUND14
HUBSPOT MEDIA PARTNER PROGRAM
Pete Caputa, VP of Partner Sales
Melanie Collins, Media Program Sales Manager
1 Changing Face of Media Companies
2 Why Media Companies HubSpot
3 The Inbound Media Methodology
4 HubSpot’s Match Making Program
AGENDA
CHANGING FACE OF MEDIA COMPANIES. 1
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 have stayed in a traditional state.
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.
WHAT’S HAPPENING IN THE MEDIA INDUSTRY?
WHY MEDIA COMPANIES HUBSPOT. 2
HubSpot enables media companies to take control over their existing revenue streams, and helps them create new revenue streams.
Increase audience engagement
HOW HUBSPOT CAN HELP MEDIA COMPANIES
1
2
3
4
Better advertiser ROI
Attract more advertisers
Create new revenue streams
• Before HubSpot, no tools
to learn about each
audience member at the
contact level.
INCREASE AUDIENCE ENGAGEMENT 1
• Now can develop a marketing plan based on actions someone
took on-site.
• End result: more subscription revenue and more time spent on-
site.
• Advertisers are getting
smart.
• They’re doing inbound for
themselves.
BETTER ADVERTISER ROI 2
• 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.
ATTRACT NEW ADVERTISERS & 3
CREATE NEW REVENUE STREAMS 4
THE INBOUND MEDIA METHODOLOGY. 3
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.
MAKING REAL CONNECTIONS: AUDIENCE & ADVERTISERS
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
THE MEDIA COMPANY BECOMES AN INBOUND MEDIA COMPANY.
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
LET’S SAY YOU’RE A LOCAL CAR DEALER… Who would you want to buy digital ads from?
• 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
EXAMPLE: KTAR (LOCAL MEDIA)
RESULT: $440,000 in attributable sales tied back to this campaign.
• 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
EXAMPLE: DENTAL PRODUCTS REPORT (B2B)
MEDIA MATCHMAKING PROGRAM. 4
• 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.
BRINGING MEDIA COMPANIES & HUBSPOT AGENCY PARTNERS TOGETHER
JOINED WITH
OUR FIRST MATCH:
• 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.
OVERGO STUDIO & DENTAL PRODUCTS REPORT
• 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
DENTAL PRODUCTS REPORT & OVERGO STUDIO
Before HubSpot: CPL $678 After HubSpot: CPL $17.29
All about conversions
MEDIA MATCHMAKING CAMPAIGN TAKEAWAYS:
1
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
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.