IT’S TIME TO

TRANSF
YOUR MARKETING.
RM
 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, 2010

3
 79% "
of adult Americans use the Internet.
4
4 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 on
social. 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

GAMES

14 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but most small businesses still use outdated "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
HUBSPOT

18
 70 %
of t
"
h e l i n k s s e a rc h u s e r
n
s "
o t p a i d .
re o r g a n ic —
click on a

19 SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007

 78%
of business people "
use their mobile device "
to check email.

20
20 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.

INBOUND
31
 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#ixzz1GsSghdGN

32
32
 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
38
“ If you don’t like change, "
you’re going to like "
irrelevancy even less.”
GENERAL ERIC SHINSEKII, 2003

39
 in·bound
-noun"
mar·ket·ing "

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 & LEADS

41
 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 BUDGET

52 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 & GAMBLE

53
 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 QUESTIONS

55
 •  THE MORE YOU
GIVE, THE MORE "
YOU GET

2 Be
generous.
•  BUILD TRUST,
CREDIBILITY, "
& GOOD WILL

•  INCREASE # "
OF PAGES"
& INBOUND LINKS

56
 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 OFFERS
58
 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
MCDONALDS

60
 Amen.

61
 MARKETING "
TRANSFORMATION "
WEEK
April 4-8, 2011

5 days. 50 prizes. 500 tips."

Learn, win, transform!

http://HubSpot.com/MTW
62
 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_ORG

63 *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/hubspot

64 NO SPROCKETS WERE HARMED IN THE MAKING OF THIS PRESENTATION.