Transform Your Marketing

IT’S TIME TOTRANSF RMYOUR MARKETING.

trans·for·ma·tion -noun" " A change or alteration, " especially a radical one."2 SOURCE: WORLD ENGLISH DICTIONARY

“ …the Internet has turned what used to be a controlled, one-way message into " a real-time dialogue with millions. DANIELLE SACKS THE FUTURE OF ADVERTISING FAST COMPANY, NOVEMBER 17, 20103

79% " of adult Americans use the Internet.44 SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

78% " of Internet users conduct product research online.5 SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010

10.3 Billion searches are conducted " every month on Google.6 SOURCE: COMSCORE, AUGUST 2010

The average US Internet user" 2,750 views" web pages per month.7 SOURCE: THE NIELSEN COMPANY, JANUARY 2011

1/3 of US consumers spend " three or more hours online every day.8 SOURCE: THE MEDIA AUDIT, OCTOBER 2010

24% " of adults have posted comments " or reviews online about the things they buy.9 SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010

Your customers are relying more & more onsocial. 9 out of 10 9 out of 10 Internet users visited " a social networking site each month in 2010.10 SOURCE: COMSCORE, FEBRUARY 2011

1 out of every 8 " minutes online " is spent on Facebook.11 SOURCE: COMSCORE, FEBRUARY 2011

Twitter’s active user base generates 90 Million tweets per day.12 SOURCE: RJMETRICS, JANUARY 2010

More than half " of all Internet users " read blogs at least monthly.13 SOURCE: EMARKETER, AUGUST 2010

US Internet users spend " 3x more minutes on blogs " & social networks " than on email. = 1 MINUTE SOCIAL NETWORKS/BLOGS ONLINE EMAIL PORTALS VIDEOS/MOVIES GAMES14 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

40% " of Facebook’s " user base is " age 35+.15 SOURCE: ISTRATEGY LABS, JANUARY 2010

64% " of Facebook " users have " become “fans” " of at least " one company.16 SOURCE: EXACTTARGET, 2011

Web-based email usage " is on the dec line. 28% 22% AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54 -1% AGE 55-64 AGE 65+ -8% -12% -18% (% CHANGE, DECEMBER 2009 – DECEMBER 2010) -59%17 SOURCE: COMSCORE, DECEMBER 2010

“ Search engines, blogging & other Internet trends have fundamentally transformed " the way people & businesses purchase products, " but most small businesses still use outdated " & inefﬁcient marketing methods—like print advertising, telemarketing & trade shows" —that people increasingly ﬁnd intrusive " & screen out." BRIAN HALLIGAN CO-FOUNDER & CEO HUBSPOT18

7 o 0% " arch users " t paid. f the links serganic—no cl ick on are o19 SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007

78% of business people " use their mobile device " to check email.2020 SOURCE: AT&T, MARCH 2011

40% of US smartphone owners compare prices " on their mobile device while in-store, " shopping for an item.21 SOURCE: COMSCORE, JANUARY 2011

1 in 5 US adult mobile phone owners " have used their device to make a purchase " in the past month.22 SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010

40% of US households have a DVR.23 SOURCE: LEICHTMAN RESEARCH GROUP, INC., SEPTEMBER, 2010

200 Million Americans have registered on the Federal Trade Commission’s " “Do Not Call” list.24 SOURCE: FTC, JULY 2010

46%. The decline in spending " on tech trade shows in 2009.25 SOURCE: TRADESHOW EXHIBITORS ASSOCIATION, MARCH 2009

91% of email users have " unsubscribed " from a company email " they previously opted-in to.26 SOURCE: EXACTTARGET, , 2011

84% of 25-34 year-olds have left " a favorite website because of " intrusive or irrelevant advertising.27 SOURCE: HOWTO.TV, APRIL 2008

“ Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, " old-fashioned advertising. We need to stop interrupting what people are interested in &" be what people " are interested in.” CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)28

new –adjective" " Markedly different from what was before; changed, especially for the better."29 SOURCE: WORLD ENGLISH DICTIONARY

This is your new business card.30

This " OUTBOUND is " your " new " marketing " mix. INBOUND31

Be helpful. Helpful is the new viral. ask yourself how you can be of service to Helpful your current and potential customers. What problems can you solve? What questions Relevant can you answer? What knowledge can you share? Remarkable Read more: http://blog.hubspot.com/blog/ Frequent tabid/6307/bid/10291/Helpful-is-the-New- Viral.aspx#ixzz1GsSghdGN32

Generous is the new cautious & controlled.33

Remarkable is the new ‘business as usual.’34

Link love is the new ad buy.35

Targeted landing pages & clear calls to action " are the new ‘visit my homepage’.36

Keywords are the new neon signs.37

“ If you don’t like change, " you’re going to like " irrelevancy even less.” GENERAL ERIC SHINSEKII, 200339

in·bound mar·ket·ing" -noun" Any marketing tactic that relies " on earning people’s interest " instead of buying it; " a.k.a. the key to marketing " transformation."40 SOURCE: WIKIPEDIA

Inbound marketing " in a nutshell. 1: GET FOUND ONLINE 3: ANALYZE & IMPROVE 2: CONVERT VISITORS & LEADS41

More than 1/3 of US companies " use blogs for marketing purposes.42 SOURCE: UM, OCTOBER 2010

Companies that blog get " 55% more website visitors.43 SOURCE: HUBSPOT, 2010

Inbound marketing costs 62% less " per lead than traditional, outbound marketing. AVG COST/LEAD: $373 AVG COST/LEAD: $143 OUTBOUND INBOUND 44 SOURCE: HUBSPOT, 2011

67% o f B2C and 4 have 1% o comp acqu f B2B c anies ired ompa " throu a custo nies gh Fa mer cebo " ok.45 SOURCE: HUBSPOT, 2011

57% of businesses have " acquired a customer " through their " company blog.46 SOURCE: HUBSPOT, 2011

47 SOURCE: HUBSPOT, 2011

2/3 " of marketers say their company blog " is “critical” or “important” " to their business.48 SOURCE: HUBSPOT, 2011

The number " of marketers " who say Facebook " is “critical” " or “important”" to their business " has increased 83% in just two years.49 SOURCE: HUBSPOT, 2011

51% " of Facebook fans " are more likely to buy" the brands they fan.50 SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010

79% " of Twitter followers" are more likely " to recommend " the brands they follow.51 SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010

The average budget spent on company blogs " & social media has nearly doubled in two years. 2009 $ $$$$$$ $ $ 2011 $ $$$$$$ $$$$$$$ $ $ $ $= 1% OF ANNUAL MARKETING BUDGET52 SOURCE: HUBSPOT, 2011

“ What we really need is " a mindset shift that will make us relevant to today’s consumers, " a mindset shift from " ‘telling & selling’ " to building relationships.” JIM STENGEL FORMER GLOBAL MARKETING OFFICER " FOR PROCTER & GAMBLE53

how·to –noun" " A set of step-by-step instructions for accomplishing a certain task or reaching a certain objective."54 SOURCE: RANDOM HOUSE DICTIONARY

1 Make " stuff " people " want. •  EDUCATIONAL EBOOKS •  HOW-TO VIDEOS •  ONLINE CALCULATORS •  PLANNING TOOLS •  ANSWERS TO COMMON QUESTIONS55

•  THE MORE YOU GIVE, THE MORE " YOU GET 2 Be generous. •  BUILD TRUST, CREDIBILITY, " & GOOD WILL •  INCREASE # " OF PAGES" & INBOUND LINKS56

3 Rock " •  HTTP://WWW.HUBSPOT.COM/INTERNET- MARKETING-TIPS/DETAILED-KEYWORD- your " TIPS/ keywords. •  HTTP://WEBSITEGRADER.COM/57

4 Give " great " directions. •  RELEVANT LANDING PAGES •  CLEAR CALLS TO ACTION •  COMPELLING OFFERS58

5 Invest " wisely. “IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”59

“ It no longer makes economic sense to send an advertising message to the many, in hopes " of persuading the few. M. LAWRENCE LIGHT" FORMER CHIEF MARKETING OFFICER MCDONALDS60

Amen.61

MARKETING " TRANSFORMATION " WEEK April 4-8, 2011 5 days. 50 prizes. 500 tips." Learn, win, transform! http://HubSpot.com/MTW62

IMAGE CREDITS." HubSpot gratefully acknowledges the following photographers for sharing their original works via ﬂickr & the Creative Commons license. SLIDE FLICKR USERNAME SLIDE FLICKR USERNAME 4 PIMBOULA 32-34 SHEREEN M 5 MEZ LOVE 35 MAIT JÜRIADO 6, 58 STÉFAN 36 AJITH & 59 7 DARRREN HESTER 37 TELSTAR LOGISTICS 8 NICHOLASJON 38 DR CRAIG 9 GUSTAVO PIMENTA 41 EKURVINE 12 ETGEEK (ERIC) 42 AGAHRAN 13 & DELPHWYND 43 B.ROMAIN 15 16 IAN RANSLEY DESIGN + ILLUSTRATION 46 JULIANA COUTINHO 22 MASOCHISMTANGO 47 RJMETRICS 23 ABBYLADYBUG 48 EFLON 24 TYLERDURDEN1 49 ESCAPEDTOWISCONSIN 25 CELINE NADEAU 50 XURDE 26 INKMAN_ 55 JOSH LIBA 27 ASHLEY ROSE 56 BRANDON CHRISTOPHER WARREN 32-34 SHEREEN M 57 FEITICEIRA_ORG63 *ALL IMAGES WERE PURCHASED ON ISTOCKPHOTO.COM UNLESS NOTED ABOVE.

ABOUT HUBSPOT. HubSpot is an all-in-one marketing software platform for small and medium-sized businesses. 4,000+ companies use HubSpot to generate " over 500,000 leads per month. LET’S BE FRIENDS ONLINE! http://blog.hubspot.com/ Twitter.com/hubspot Facebook.com/hubspot Linkedin/com/hubspot Youtube.com/hubspot ﬂickr.com/photos/hubspot64 NO SPROCKETS WERE HARMED IN THE MAKING OF THIS PRESENTATION.