1.
HUBSPOT
GO TO MARKET
November 2, 2012
Mike Volpe
CMO @ HubSpot
@mvolpe
mvolpe@hubspot.com

2.
All About HubSpot
HubSpot all-in-one inbound marketing software
helps 8,000 companies in 46 countries attract
more leads and convert them into customers
with marketing people love.
§ 400 employees: 35 in marketing, 120 in sales
§ Growing 80%+ annually, $50m+ revenue in 2012
§ Hiring 60 people per quarter

3.
HubSpot’s Monthly Funnel
1,200,000 Visitors 100% 70%
inside sales of deals originate
w/marketing
60,000 Leads
15,000 MQLs
75% 15% Blog
of leads are
inbound 15% Social Media
15% SEO
100’s of
25% 15% House Email
of leads are paid
(PPC, social, display, etc.)
15% Marketing Grader
Customers 15% CoMarketing

4.
HubSpot’s Marketing Team
Top of Funnel Middle of Product Mktg Brand & Buzz
(10) Funnel (8) (6) (6)
Results / Metrics Results / Metrics Results / Metrics Results / Metrics
• Website visitors • Revenue pipeline $ • Sales test scores • Event attendance
• New contacts • Sales goal % • % sales selling and survey feedback
generated various features • PR hits, brand traffic
• User testing
Activity Activity Activity Activity
• Blog articles • Lead nurturing • Product content • Events
• Ebooks & webinars • Lead scoring • Sales and other • PR pitches
• Social engagement • Sales coordination product training • Videos & graphics
• Other content

5.
Lessons Learned
§ Inbound marketing leads are 50% cheaper and
close at a 3x higher rate
§ Employees have higher ROI than advertising spend
§ Invest like a portfolio manager

6.
Thank You
Mike Volpe
CMO @ HubSpot http://www.HubSpot.com/jobs
@mvolpe
mvolpe@hubspot.com