How to Make the Inc 500 List

INSIDER SECRETS: HOW TO MAKE THE INC 500 LIST

Tips from the #33

Inc 500 company.

I’m Mike Volpe. Nice to meet you. @mvolpe #OptimizeWS

700,000 Inbound Leads

120,000 Twitter

Followers

Top 10 Blog

5,000 Customers

3.7 million Free

Users 1,500,000 Slideshare

Views CMO @ HubSpot

How the Inc 500 Works + Tips to Win

Using Scalable Marketing for Growth

How to Hire for Hyper-Growth

Using Growth to Drive More Growth

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4

Agenda

HOW THE INC 500 WORKS

1

Why the Inc 500 is Cool

• List of top growing companies

• Big honor to be selected

• Get some PR in Inc Magazine

– Target audience of executives at other growing

companies

• Employee morale – recognize their efforts

How the Inc 500 Works

• Top US private companies

• Ranked by 3 year revenue growth %

– (e.g. 2007 to 2010) for

• Announced in August

• Apply starting in January - www.Inc500.com

How to Win

• Have the highest 3 year revenue growth %

• Key is first year revenue being a low number

• Inc 500 claims a $100K minimum, but…

How to Win - Example

• 400% Growth (did not make top 500)

– $10 million in 2010 revenue

– $2 million in 2007 revenue

• 9900% Growth (top 15 winner)

– $10 million in 2010 revenue

– $100K in 2007 revenue

• 4900% Growth (top 50 winner)

– $10 million in 2010 revenue

– $200K in 2007 revenue

SCALABLE MARKETING FOR MORE GROWTH

2

IT’S TIME TO RETHINK MARKETING

Inbound

marketing is a fundamental shift in how we relate to

potential customers

RECYCLE/TRASH

SAY ‘DO NOT CALL’

SKIP ADS

UNSUBSCRIBE

STOP PUSHING advertising messages in the hopes that one will get through.

START ATTRACTING leads through relevant, useful, easy-to-find

content when they need it.

STOP FORCING leads through your decision process.

START RESPONDING to how they make

decisions.

Readiness

to buy…

PUSH

PAID

RENT

INTERRUPT

INVENTORY

Email

VS.

17

PULL

EARNED

OWN

ATTRACT

ASSET

Make

marketing people love

$

$

Inbound Marketing

19

Social Media

Marketing

Search Engine

Marketing

Content

Marketing

Conversion Marketing

Lead Nurturing

Sales Support

VS.

20

VS.

21

Building Marketing Assets

Paid Marketing Inbound Marketing

Leads

from this

Month

Leads

from Past

Marketing

Cost

this

Month

Leads

from this

Month

Leads

from Past

Marketing

Cost

this

Month

Month 1 50 0 $1,000 10 0 $1,000

Month 2 50 0 $1,000 10 10 $1,000

Month 3 50 0 $1,000 10 20 $1,000

Month 4 50 0 $1,000 10 30 $1,000

… … … … … …

Month 24 50 0 $1,000 10 230 $1,000

Two Year

Total 1,200 $24,000 2,760 $24,000

Paid Marketing vs. Inbound Marketing

HIRING FOR HYPER-GROWTH

3

D

A

R

C

Digital

Analytical

Reach

Content Creator

The Press Release Hire

Push

Rent

Interrupt

Outbound

26

80% of my team had under 12 months

experience in “marketing” when hired.

GSD

Sharp

D A R C : Digital

D A R C : Analytical

D A R C : Reach

D A R C : Content

Organizing the New Marketing Team

Marketing

TOFU Team

Blogs

Videos

Webinars

Presentations

Promotion of Free Tools

MOFU Team

Lead Nurturing

Lead Scoring

Landing Page

Optimization

Paid Lead Generation

Dev Team

Free Tools

Internal Tools

Product Marketing

Sales Support & Training

Demo Videos

Product Info

USING GROWTH FOR MORE GROWTH

4

WHAT DO THESE COMPANIES HAVE IN COMMON?

35

$92B

$50B

$8B

$10B

$150B

$12B

36

Users & Growth

37

Better Personalization

Better Value Better Conversion

More Users

Even if You are Not Facebook…

• PR – Tell everyone you have the most

customers

• Publish tons of Customer Case Studies

• Use reference selling – show customers on

maps, industry lists, logo charts, etc.

• Social media – leverage your customers to

promote you in social media

How the Inc 500 Works + Tips to Win

Using Scalable Marketing for Growth

How to Hire for Hyper-Growth

Using Growth to Drive More Growth

1

2

3

4

Summary

SO, WHAT IS HUBSPOT ANYWAY?

Complicated & Confusing

Easy & Integrated

New Strategic Investment

$32M

Mike Volpe

Twitter.com/mvolpe Facebook.com/mvolpe

Linkedin.com/in/mikevolpe [email protected]

www.HubSpot.com

THANK YOU