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HubSpot
2011
Year in Review
                 1
2011
                                         Year in Review




Introduction.......................3
Milestones.........................5
Growth..............................10
Product.............................16
Revenue...........................26
Predictions for 2012......28


                                                     2
Introduction
When Dharmesh and I started HubSpot in 2006, we knew two things:

1. The marketing playbook used by most companies was broken, and;
2. We wanted to reinvent that playbook and enable companies everywhere to implement it.

We had no idea, however, that the HubSpot community would take off with the speed and
passion that it has. Every day we are humbled by the success that our customers and
partners achieve, and this past year is no exception.

2011 was the best year in our short history. The HubSpot community broke new records by
generating over 12.5 million leads, tracking 2.4 BILLION page views, and creating over
100,000 new landing pages. We welcomed over 100 new employees and 2000 new
customers, gained $32 million in funding, acquired two remarkable companies, and took
home 15 industry awards. The same year, we launched the HubSpot App Marketplace,
opening the HubSpot API up to the entire world, and making it possible for everyone to
customize and extend HubSpot’s all-in-one software to meet the needs of every marketing
person in every industry at every size company. We even managed to take home a Guinness
World Record for the Largest Online Seminar, with nearly 11,000 people attending.

I won’t deny that I’m proud of what we collectively accomplished in 2011. But it’s not pride that
helps me bound out of bed in the morning—it’s excitement about the milestones we have yet
to reach and appreciation for the opportunity we have to make marketing simpler, better, more
measurable—and infinitely more lovable—than it has been for decades past.

It’s with gratitude and joy that I share this overview of HubSpot’s best year to date. Thanks to
everyone in the HubSpot community—customers, employees, partners, investors, fans,
journalists, competitors, and critics—for your part in making 2011 another record year in our
mission to transform marketing.

Here’s to a remarkable 2012.

Sincerely,




Brian Halligan
Co-Founder & CEO
HubSpot, Inc.
                                                                                                    4
Milestones
Mar 8     May 19                  Jul 12                Sep 15                 Nov 30
             Mike Volpe              HubSpot App           1,000 HubSpot         America’s 20 Most
             named CMO.              Marketplace           customers &           Promising
                                     launches.             partners attend       Companies by
                                                           HUGS, the 2011        Forbes.
                                                           HubSpot User
             May 20                                        Group Summit.


             names Co-Founder
             & CTO Dharmesh
             Shah the Top
             Innovator in High
             Tech.




                        Jun 9                  Aug 18                 Oct 19                 Dec 6
                          HubSpot wins BBJ’s   HubSpot acquires       #8 Fastest Growing     HubSpot Launches
                                                                      Company in North       Free Marketing




2011
                          Top Places to Work
                          Award, 2nd year in                          America.               Grader tool to
                          a row.                                                             Replace Website
                                               Aug 23                                        Grader.
                        Jun 16                 #2 Fastest Growing
                                               Software Company

HubSpot                   HubSpot acquires     & #33 Fastest
                                               Growing Company
                                               overall.
Milestones              Jun 17                 Aug 24
                          CEO Brian Halligan   HubSpot sets the
                          named Ernst &        world record for
                          Young Entrepreneur   Largest Online
                          of the Year.         Marketing Seminar
                                               with 10,899
                                               attendees.
HubSpot Customers
generated an average of


34,000    new leads
           PER DAY
               in 2011.




                          7
HubSpot Customers
see an average of a



32%
increase in leads
per month.
                      Leads




  Jan2011                 Dec2011

                                    8
85%
of customers
recommend
               I recommend

                             !
HubSpot




                                 9
Growth
Custome
r
Growth
2006 - 2011
                                                  +55%        5961

                                                          3855

                             customers
                                                 1150
                                          317
                                    48
                         3


                        2006       2007   2008     2009     2010   2011
       2011
       Year in Review
International
Growth                                                                       = new HubSpot customer in 20
                                                                        = new HubSpot customer in 2011




                       89%
                        of HubSpot’s
                       customers are
                        based in the
                             US




                                       HubSpot’s global footprint

                                             43 countries
                                       grew to

      2011                                                          by YE2011.
      Year in Review
                                                                                                     12
Team Growth                                              2011
# of Employees                                           Year in Review
YE2006 - YE2011
                                                  304

                                     +73%

                                           176



                                    96

                             42
                      15
                  3
              2006    2007   2008   2009   2010   2011
Usage Growth                                           2011
Total # of Leads Generated                             Year in Review
by Customers Using HubSpot
2009 - 2011




                                    +202%


    1.                                        12.4
                               4.1
                               millio
                                              millio
    2009                     2010           2011                  14
HubSpot
User
Group
(HUGs)
Growth




     2011
     Year in Review
                      15
Product
Marketing
Dashboar
    PRODUCT           Monthly
d                       goal
                      tracking




     2011
     Year in Review
                                 17
Analytics              Create an A/
& A/BPRODUCT
                         B test in
                         seconds
Testing




      2011
      Year in Review
                                      18
Fully
Email                                   integrated
Marketing
    PRODUCT                                email
                                        capabilities




                      exclude message




     2011
     Year in Review
                                                       19
Lead                   More data,
Managemen              more
t    PRODUCT           flexibility




      2011
      Year in Review
                                    20
Enterprise             Create highly-
Lead PRODUCT           targeted email
Nurturing              campaigns in
                       seconds




      2011
      Year in Review
                                        21
Custom                  A lead score
Lead PRODUCT
     Grader             that anyone
                        can
                        customize




 New
 Features
 Custom
 Lead Grader




       2011
       Year in Review
                                       22
Mobile
Optimizatio
    PRODUCT
n
of email &              Open Navigation
CMS pages




       2011
       Year in Review
                                          23
HubSpot
App
Marketplace
                      46Apps
                        Available




                      22,329                         Installs




                      65%           of Customers
                                    Have Installed
                                    an App


     2011
     Year in Review
HubSpot
Service
Marketplace
                        59Service
                          Providers




                        3390          Transactions




                      $ 4.4 m         Total
                                      Transaction
                                      Value


     2011
     Year in Review
Revenue
Revenue                               2011
                                      Year in Review




           +81%         $29,000,000


          $16,000,000




              2010          2011
Predictions
for
2012
8                      PREDICTIONS
                       for Marketers




         1. INTEGRATION,
                NOT
                                                   in
                                                        2012
                                                                                      4. CONVERSATIONS
                                                                                      WILL TRUMP
                                                                                      BROADCASTS.
                                                                                                   Email Blasts
                                                                                                   will die.
                                                                                                   Conversations
                                                                                                                                          5. Inbound
                                                                                                                                           will be the new
                                                                                                                                          BLACK
                                                                                                                          "Inbound Marketing"—aka marketing people
                                                                                                                          love—will go mainstream. Even the Big Kids in
                                                                                                                          the business will finally "get it." Just look at
                                                                                                                          P&G.




                                                                                                                   6. SOCIAL MEDIA
         ISOLATION.
        Marketers will see the value of connecting ALL OF
                                                                                                                              WILL HIT PAID SEARCH
                                                                                                                     WHERE IT HURTS.
        THE TOOLS they use for marketing together. There
        will be a push toward integration with APIs, apps,                                                         Advertising on social media will grow at the expense
                                                                                                                   of paid-search. Google's rate of growth will slow for



                 2.                                          3. MARKETING             7. MARKETING                          Marketing pros will strive to deepen their

                 GOING                                                                ‘AUTOMATION’
                                                                                                                            understanding of how prospects &


                                                              ANALYTICS
                                                                                                                            customers interact with their brand across


                 STEADY
                                                                                      GETS MORE                             channels and use that information to have
                                                                                                                            highly relevant & personalized
                                                                    finally           PERSONAL.                             conversations using not just email, but also
                 WILL BECOME                                  “GROW UP.”
                                                                                                                            the social web.

                 MORE
                                                                                                  8. Closing
Marketing
will put more    POPULAR                                          Website analytics                                            As more marketers realize that you can
muscle
                 THAN
                                                                                                    LOOP.
                                                                  will give way to                                             measure the revenue & customer impact
behind                                                                                                                         of marketing (without brain surgery), the
                 THE ONE-
                                                                  fully integrated
customer                                                                                                                       trend toward closed-loop marketing will
retention &
                 NIGHT
                                                                  marketing
                                                                                                  the
the customer
lifecycle.
www.HubSpot.c
                1
31

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HubSpot 2011 Year in Review

  • 2. 2011 Year in Review Introduction.......................3 Milestones.........................5 Growth..............................10 Product.............................16 Revenue...........................26 Predictions for 2012......28 2
  • 4. When Dharmesh and I started HubSpot in 2006, we knew two things: 1. The marketing playbook used by most companies was broken, and; 2. We wanted to reinvent that playbook and enable companies everywhere to implement it. We had no idea, however, that the HubSpot community would take off with the speed and passion that it has. Every day we are humbled by the success that our customers and partners achieve, and this past year is no exception. 2011 was the best year in our short history. The HubSpot community broke new records by generating over 12.5 million leads, tracking 2.4 BILLION page views, and creating over 100,000 new landing pages. We welcomed over 100 new employees and 2000 new customers, gained $32 million in funding, acquired two remarkable companies, and took home 15 industry awards. The same year, we launched the HubSpot App Marketplace, opening the HubSpot API up to the entire world, and making it possible for everyone to customize and extend HubSpot’s all-in-one software to meet the needs of every marketing person in every industry at every size company. We even managed to take home a Guinness World Record for the Largest Online Seminar, with nearly 11,000 people attending. I won’t deny that I’m proud of what we collectively accomplished in 2011. But it’s not pride that helps me bound out of bed in the morning—it’s excitement about the milestones we have yet to reach and appreciation for the opportunity we have to make marketing simpler, better, more measurable—and infinitely more lovable—than it has been for decades past. It’s with gratitude and joy that I share this overview of HubSpot’s best year to date. Thanks to everyone in the HubSpot community—customers, employees, partners, investors, fans, journalists, competitors, and critics—for your part in making 2011 another record year in our mission to transform marketing. Here’s to a remarkable 2012. Sincerely, Brian Halligan Co-Founder & CEO HubSpot, Inc. 4
  • 6. Mar 8 May 19 Jul 12 Sep 15 Nov 30 Mike Volpe HubSpot App 1,000 HubSpot America’s 20 Most named CMO. Marketplace customers & Promising launches. partners attend Companies by HUGS, the 2011 Forbes. HubSpot User May 20 Group Summit. names Co-Founder & CTO Dharmesh Shah the Top Innovator in High Tech. Jun 9 Aug 18 Oct 19 Dec 6 HubSpot wins BBJ’s HubSpot acquires #8 Fastest Growing HubSpot Launches Company in North Free Marketing 2011 Top Places to Work Award, 2nd year in America. Grader tool to a row. Replace Website Aug 23 Grader. Jun 16 #2 Fastest Growing Software Company HubSpot HubSpot acquires & #33 Fastest Growing Company overall. Milestones Jun 17 Aug 24 CEO Brian Halligan HubSpot sets the named Ernst & world record for Young Entrepreneur Largest Online of the Year. Marketing Seminar with 10,899 attendees.
  • 7. HubSpot Customers generated an average of 34,000 new leads PER DAY in 2011. 7
  • 8. HubSpot Customers see an average of a 32% increase in leads per month. Leads Jan2011 Dec2011 8
  • 9. 85% of customers recommend I recommend ! HubSpot 9
  • 11. Custome r Growth 2006 - 2011 +55% 5961 3855 customers 1150 317 48 3 2006 2007 2008 2009 2010 2011 2011 Year in Review
  • 12. International Growth = new HubSpot customer in 20 = new HubSpot customer in 2011 89% of HubSpot’s customers are based in the US HubSpot’s global footprint 43 countries grew to 2011 by YE2011. Year in Review 12
  • 13. Team Growth 2011 # of Employees Year in Review YE2006 - YE2011 304 +73% 176 96 42 15 3 2006 2007 2008 2009 2010 2011
  • 14. Usage Growth 2011 Total # of Leads Generated Year in Review by Customers Using HubSpot 2009 - 2011 +202% 1. 12.4 4.1 millio millio 2009 2010 2011 14
  • 15. HubSpot User Group (HUGs) Growth 2011 Year in Review 15
  • 17. Marketing Dashboar PRODUCT Monthly d goal tracking 2011 Year in Review 17
  • 18. Analytics Create an A/ & A/BPRODUCT B test in seconds Testing 2011 Year in Review 18
  • 19. Fully Email integrated Marketing PRODUCT email capabilities exclude message 2011 Year in Review 19
  • 20. Lead More data, Managemen more t PRODUCT flexibility 2011 Year in Review 20
  • 21. Enterprise Create highly- Lead PRODUCT targeted email Nurturing campaigns in seconds 2011 Year in Review 21
  • 22. Custom A lead score Lead PRODUCT Grader that anyone can customize New Features Custom Lead Grader 2011 Year in Review 22
  • 23. Mobile Optimizatio PRODUCT n of email & Open Navigation CMS pages 2011 Year in Review 23
  • 24. HubSpot App Marketplace 46Apps Available 22,329 Installs 65% of Customers Have Installed an App 2011 Year in Review
  • 25. HubSpot Service Marketplace 59Service Providers 3390 Transactions $ 4.4 m Total Transaction Value 2011 Year in Review
  • 27. Revenue 2011 Year in Review +81% $29,000,000 $16,000,000 2010 2011
  • 29. 8 PREDICTIONS for Marketers 1. INTEGRATION, NOT in 2012 4. CONVERSATIONS WILL TRUMP BROADCASTS. Email Blasts will die. Conversations 5. Inbound will be the new BLACK "Inbound Marketing"—aka marketing people love—will go mainstream. Even the Big Kids in the business will finally "get it." Just look at P&G. 6. SOCIAL MEDIA ISOLATION. Marketers will see the value of connecting ALL OF WILL HIT PAID SEARCH WHERE IT HURTS. THE TOOLS they use for marketing together. There will be a push toward integration with APIs, apps, Advertising on social media will grow at the expense of paid-search. Google's rate of growth will slow for 2. 3. MARKETING 7. MARKETING Marketing pros will strive to deepen their GOING ‘AUTOMATION’ understanding of how prospects & ANALYTICS customers interact with their brand across STEADY GETS MORE channels and use that information to have highly relevant & personalized finally PERSONAL. conversations using not just email, but also WILL BECOME “GROW UP.” the social web. MORE 8. Closing Marketing will put more POPULAR Website analytics As more marketers realize that you can muscle THAN LOOP. will give way to measure the revenue & customer impact behind of marketing (without brain surgery), the THE ONE- fully integrated customer trend toward closed-loop marketing will retention & NIGHT marketing the the customer lifecycle.
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