Startup Marketing — A Case Study on Ignoring the Traditional Rules - Atlassian Starter Day 2010
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Transcript of Startup Marketing — A Case Study on Ignoring the Traditional Rules - Atlassian Starter Day 2010
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The ABC’s of Startup Marketing
Lessons from 3 years and 3,000 customers Mike Volpe VP Marketing, HubSpot @mvolpe
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Before We Start
Twitter: @mvolpe Slides: www.MikeVolpe.com/ABCs Share whatever, wherever!
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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.)
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Who is HubSpot? 160+ Employees in Cambridge, MA (MIT)
$33m in VC (3 rounds) Saas for Marketing at $3K-15K/year
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Complicated & Confusing
Easy & Integrated
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HubSpot Traffic > Comparables
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Growth
3,000 Customers
Q1 2007 Q2 2010
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Avoid Addiction
(to Google)
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Don’t make me do marketing! Just up our AdWords limit...
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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
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Blog Beforehand
(prior to product launch)
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Not doing it like him? You’re doing it wrong.
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HubSpot.com/cartoons
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Target Content to Your Personas
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Publish Everything
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Our blog is the #1 resource mentioned by our prospects
to our salespeople.
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Our blog is one of our top 3 sources of leads and sales.
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Create Convenience
(for potential customers)
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2.4 million websites graded (Plus emails, web traffic, PR, social buzz…)
Flickr: wfyurasko
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Drive with Data
(feelings lead to failure)
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Data is your friend. You can trust data.
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Visits
Prospects
Leads
Opps
Cust
Wo. Leads
Measure each stage of your sales and marketing process.
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…By Channel or Source Visitors Leads Sales
SEO
Social Media
Drill into each source to diagnose.
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Set targets for all key metrics.
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Measure progress to targets daily.
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Measure often. Evolve faster.
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Employ the Exceptional
(outstanding & unusual)
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80% of team had under 12 months experience in “marketing” when hired.
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GSD
Sharp
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D A R C : Digital
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D A R C : Analytical
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D A R C : Reach
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D A R C : Content
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Empower Employees by Sharing Info
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All Your Employees Are Marketers
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Questions to ask yourself...
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Am I regularly creating new share-worthy content?
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Am I promoting my content in social media conversations?
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Am I optimizing my content for search and social media?
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Am I converting as many visitors into
leads and sales as I can?
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Stop thinking like a marketer or advertiser.
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Start thinking like a publisher and socializer.
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Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe [email protected]
Suggested Next Steps:
1) Download these slides: www.MikeVolpe.com/ABCs
2) Read “Inbound Marketing “Book
3) Grade your website: www.WebsiteGrader.com
4) Additional Free Resources: www.HubSpot.com/marketing-hubs