Ever wonder if Inbound Marketing & HubSpot's software really works? This slide deck chronicles how HubSpot customer Cilk Arts used inbound marketing to launch an entirely new technology startup and grow it so fast that Intel decided to buy the company! Content created by former Cilk Arts VP of Marketing, Ilya Mirman will articulate how: -Betting on inbound marketing to launch a new company can work -Creating & promoting remarkable content with a small team is possible -How landing pages & CRM integration helped streamline lead management -Key inbound marketing & social media lessons from the field

1. Inbound Marketing Launches Startup
Leads & Revenues: Cilk Arts
Featuring: Ilya Mirman, Former VP Marketing, Cilk Arts
Moderator: Kirsten Knipp, Product Evangelism

2. Agenda
• Who are HubSpot & Cilk Arts
• Cilk Arts Inbound Marketing Success
• Betting on Inbound Marketing Leverage
• Creating & Promoting Remarkable Content
• Landing Pages & CRM Integration for Streamlined Lead Gen
• Inbound Marketing & Social Media Lessons
• HubSpot & Salesforce.com Example
• Closed Loop Marketing: Manage Leads with CRM Integrations
• Q&A

3. HubSpot | Inbound Marketing System
• Inbound Marketing Experts providing software & services to
help grow your small to medium sized business
• Founded: July 2006 by Dharmesh Shah & Brian Halligan
• Grew out of research at MIT
• 2,000+ customers, 100+ employees
• Global Headquarters: Cambridge, MA

4. What is Inbound Marketing?
Get
1
Found
3 Analyze 2 Convert

5. Cilk Arts, Inc*
Mission:
To provide the easiest,
quickest, and most
reliable way to optimize
application performance
on multicore processors.
Our Goal:
Own a multicore
programming standard
 Cilk++ Runtime on
every processor
 Cilk++ used by all
C/C++ multi-coders
[*July 2009: Cilk Arts acquired by Intel]
© 2008 CILK ARTS, Inc. 5

6. Go To Market Approach
∙ Open source business model
 Low-touch, low-cost sales model
 Broad awareness, trial, adoption
∙ Big bet on Inbound Marketing
 No sales people
 Hired 1 marketer (me) 8 months before
shipping product to implement Inbound
Marketing approach
∙ Blog as primary marketing vehicle
 Entire team contributed (~1 post per week)
 Helped us engage with the developers we
hoped to serve; understand what content
they’re interested in
© 2008 CILK ARTS, Inc. 6

7. Results
∙ Reached over 100,000
developers
∙ Traffic and awareness
matched or exceeded
competitors
∙ >3,000 leads
∙ >1,000 downloads
∙ >6,200 inbound links
∙ >600 blog subscribers
∙ Adoption at >300
universities worldwide
© 2008 CILK ARTS, Inc. 7

8. Content is King
∙ Blog was primary vehicle
∙ Entire team contributed
∙ Repurposed content in
multiple ways
 e-Book
 Short YouTube videos
 Online courses
 2-day training workshop
© 2008 CILK ARTS, Inc. 8

9. Blog Metrics
Engaged entire team
Don’t know ahead of time
Links drove search engine rank
which topics will strike a chord
© 2008 CILK ARTS, Inc. 9

10. Social Media
∙ Engaged bloggers
in industry and
academia
∙ Drove coverage,
links, conference
invites
© 2008 CILK ARTS, Inc. 10

11. Thought Leadership &
Awareness
∙ Grew a loyal
following: Inbound Links
> 6,200 inbound
links
> 600 Blog
subscribers Blog Subscribers
© 2008 CILK ARTS, Inc. 11

12. Organic SEO
∙ Web site optimized for
long tail of relevant
search terms
 40% of traffic from
search
 High rank for ~300
relevant phrases
∙ Ongoing maintenance
to optimize popular
pages for key terms
Keywords w/high
Google rank
© 2008 CILK ARTS, Inc. 12

13. Lead Capture
∙ Translating content & traffic
to Leads using Landing Pages
© 2008 CILK ARTS, Inc. 13

14. Lead Management
∙ 3000+ Leads
∙ 1 Sales & 1 Marketing person managed it all
∙ Even engaged engineers with lead alerts
∙ Key: Closed Loop Marketing & CRM Integration
Leads
CRM
Marketing Sales
© 2008 CILK ARTS, Inc. 14

15. Salesforce.com + HubSpot
© 2008 CILK ARTS, Inc. 15

16. Visitors & Sources
published
eBook; Posted Cilk++ docs;
Pilot campaign Pilot campaign to IEEE
to quant community
finance
community
∙ Healthy mix of
traffic from organic
search and key
social media sites
© 2008 CILK ARTS, Inc. 16

17. Inbound Marketing & Social
Media Lessons
Do…
∙ Get your whole organization engaged in contributing content
∙ Be real, be genuine
∙ Build an editorial calendar with a broad set of interesting,
valuable content, targeted at key personas
∙ Leverage content in many ways (Blog, e-Books, Tutorials, YouTube,
SlideShare, etc.)
∙ Use Closed Loop Marketing to get a single view of your funnel
so Sales & Marketing can work as an efficient team
Don’t…
∙ …be a blatant, self-centered commercial
∙ …focus on just one topic
∙ …make your blog your only social media effort; instead, spend
time on other blogs, community sites, and contribute
∙ …worry about slow periods (# of visitors,# of subscribers, # of comments)
© 2008 CILK ARTS, Inc. 17

18. Learn how HubSpot can grow your sales
• Inbound Marketing
applies to virtually any
business
• It’s not rocket science,
but the right tools &
methodology can
catapult you to success

19. Backup Materials

20. Strong University Pull
• Downloads from >300 universities
• Strong interest at universities to use
Cilk++ in concurrent programming
classes
• Cilk Arts developed a rich set of
course materials
• Incorporated into the curriculum at
>10 universities

21. Strong University Pull
• Alabama Supercomputer Center • Iran University of Science and Technology ∙ Universidade Federal do Rio de Janeiro
• American University of Beirut • Istituto Nazionale di Fisica Nucleare (Italy) ∙ Federal University of Rio Grande
• Aristotle University of Thessaloniki • Korea University ∙ Universidade federal do Paraná
• Auburn University Montgomery • Maharishi University of Management ∙ Universitaet Karlsruhe
∙ Universidad DaVinci
• Augustana College • MIT
∙ Universita' di Padova
• Beijing Genomics Institute • Muffakham Jah College of Engineering
∙ Universiti Teknologi Malaysia
• Ben-Gurion University of the Negev and Technology
∙ University of Arizona
• • MSU-Iligan Institute of Technology
Birla Institute Of Technology and Science ∙ University of California, Santa Barbara
• Bourgas Free University • National Technical University of Ukraine ∙ University of Innsbruck
• Cairo University • National University of Singapore ∙ University of Ioannina
• Carleton University • National University of Sciences & ∙ University of Iowa
• Carnegie Mellon Technology, Pakistan ∙ University of Kentucky
• Cummins College of Engineering • New Bulgarian University ∙ University of Leeds
• Czech Technical University in Prague • Old Dominion University ∙ University of Michigan
• Deakin University (Australia) • Pardee RAND Graduate School ∙ University Of Salento
• Politecnico di Torino ∙ University of Otago
• Delft University of Technology
• Polytechnic University of Puerto Rico ∙ University of Ottawa
• Democritus University Of Thrace (Greece)
• Queensland Univesity of Technology ∙ University of Oulu
• Drexel University ∙ University of Santiago de Chile
• • Rice University
Georgia Institute of Technology ∙ The University of Sheffield
• • Royal Institute of Technology (Sweden)
GuangDong University of Technology ∙ University of Southern California
• Sabanci University (Turkey)
• Ghulam Ishaq Khan Institute ∙ University of Toronto
• Gulf Coast Academic Supercomputing • Syracuse University ∙ University of Utah
• Hacettepe University (Turkey) • Tampere University of Tech ∙ University of Western Ontario
• Helmholtz Center for Environmental • Tel-Aviv University ∙ University of Wisconsin – Platteville
Research • TU Delft ∙ University of Wollongong
• Hong Kong University of Science & • TU München ∙ Utah State University
Technology • UC-Los Angeles ∙ VIT University India)
• Indian Institute of Technology • UC-Santa Barbara ∙ Washington State University
• Indian Institute of Technology Madras • Universidad Vasco de Quiroga ∙ Xi'an Jiaotong University (China)
• Institute of Computing Technology, ∙ Zhejiang University
Chinese Academy of Sciences

22. Open Source Traffic Ranks
• Carefully monitored and acted on
competitive metrics (traffic, inbound
links, keyword ranks, etc.)
OpenMP OpenMP
Cilk Arts
TBB
Cilk Arts