Transcript: The importance of tagging, timing, and testing your content Yajaira Tejeda Tagging Tagging When using a social handle or username of a person or business in your post or your photo. Details Tagging Not as beneficial on LinkedIn, Pinterest, Google, or Youtube Beneficial on Facebook, Instagram, Twitter. Could gain brand exposure Timing Every audience is different time zone region marketing goals Timing U.S.= alternate between Eastern and Central time zone Outside of the U.S. = research audience to choose time zones Recommended Recommended Facebook Instagram Twitter LinkedIn Pintrest Saturday 8-11 p.m. Friday 3 p.m. 1-4 p.m. on weekdays 12- 1 p.m. on weekends Monday & Thurs. anytime other than 3- 4 p.m. Anyday 9 p.m. & 8 a.m. (video) Anyday 12-3 p.m. & 5 p.m. Tuesday & Thurs. 7:30 - 8:30 a.m. & 5-6 p.m. the lunch hour (noon) Test & Tweak Content Testing your content Learn which social media the audience engages with Which post timing and frequency fits best What types of post have the most engagement AP Style Tip S for seasons : Seasons should not be capitlized, unless used in a title. I went to Disneyland during the summer/Summer ? Activity Activity summer Michael Phelps won five gold medals at the summer/Summer Olympics in Rio. Summer Thank you!
Transcript: Minimize churn HubSpot's Marketing Platform Which do you think would benefit more from inbound marketing? Customer service is key in building loyal customers in both small and large companies Owner Ollies vs. Marketer Marys Enterprise Small Business Both inbound & outbound? Customized Pricing HubSpot Blogging Tool to optimize their blog content quickly and easily: Track their blog page views, inbound links, and comments in almost real time HubSpot’s Email Marketing Tools to target their email recipients: Differently based on form fills, lead scores, geographical area HubSpot’s Keyword Grader To monitor their organic rankings, identify new keywords to target for SEO and determine which strategies were working. B2B vs. B2C Keeping up with competitors Polish customer service and consumer relations Have you experienced inbound marketing? outbound marketing? Have did you feel about either? What are the biggest advantages & disadvantages of each technique? It is extremely important to take advantage of social media offerings for marketing tactics Brilliant website design Create separate customer service divisions for B2B and B2C CEO: Brian Halligan Churn Rates ! WHERE DO WE WANT TO BE? TAKEAWAYS Inbound marketing? All data integrated -- Avoid grabbing data sets from different systems What is the "funnel"? SaaS pricing model Outbound in the future? No outbound marketing Leaders in inbound marketing blog content freeware Quality over Quantity: It is typically more successful to qualify leads and focus on prospects with higher potential SaaS monthly pricing vs. One-time purchase Owner Ollie August 2014 Pricing Strategy Subscription service pricing model - different contracts for different software versions Case: Where is HubSpot now? Carly Caitlin Andrew Berke Mary Luke Kirsten Megan Morgan Over 1000 customers Marketer Mary INBOUND SUCCESSES GE uses Pinterest to inspire Companies offering a service should stay true to their own brand superior customer service: A successful CTA (call to action) Marketing Mary and Owner Ollies INBOUND BUSINESS PROFILES Don't add outbound - it will undermined their brand Brilliant blogging SALES FUNNEL How does the funnel work with outbound marketing? RECOMMENDATIONS Think of a B2B or B2C company and brainstorm some inbound techniques for that company. June 1st: HubSpot Academy created to help plan, execute and grow an inbound business Ashley Thomas Devin Caroline Aylin Scott Jennifer Ben Sam Gave them real-time alerts telling them when, where and how prospects were engaging with them - by opening emails, visiting the website, and more Customer segments Increase growth rate and profitability Market leader in lead generation and analysis software WHERE ARE THEY NOW?
Transcript: "Bad Presentation". Morrow, Elliot. Photograph. Cup.li. n.d. Web. 15 February 2014. Hall, Sharon."19 Free Presentation Tools to Wow Your Audience". The Daily Egg. 28 May 2013. Web. 15 February 2014. "PowerPoint Logo". Illustration. Trinity College Dublin.n.d. Web. 15 February 2014. "Screenshot of Microsoft PowerPoint for Mac 2010." Screenshot. Wikipedia. 15 November 2010. Web. 15 February 2014. "SlideShare". Loof, John. Screenshot. LinkedIn. 5 December 2013. Web. 15 February 2014. "SlideShare Logo". Illustration. Hubspot. 7 August 2012. Web. 15 February 2014. "Zoho". Illustration. Biznes Pakiet. 13 September 2011. Web. 15 February 2014. Types of Presentations Slide Share PowerPoint is a tool to create a complete presentation. It gives you everything you need to produce a professional-looking presentation. Besides typing text, it offers drawing, graphing, and tools such as slide animations. These things are all designed to be easy to use and learn. PowerPoint is especially useful when you want a professional or business presentation. Zoho Show Example I hope this picture doesn't apply to anyone It really depends on what you are using it for! All of these programs are great for different purposes. PowerPoint Example There are so many options! Which should I choose? So, Which is Best? Power Point Zoho Show is easy to use for anyone familiar with PowerPoint. It includes master slides, templates, customization, the ability to insert video and images, transitions and animations. You can also edit images and build flowcharts. Zoho Show is useful for presentations that aren't quite as formal and need to be more interesting, such as a school assignment. Zoho Show Works Cited In SlideShare, you can import a source file from PowerPoint, Word, PDF or other formats (and you can also import video with the paid pro version). Then you can edit your presentation in ways such as adding video in order to make your presentation more interesting. Then you can share the presentation online. This is useful when you want an easy way to share a presentation with a lot of people. Well, although there is a plethora of different options to choose from when making or adding to a presentation, they all have pros and cons. Today we're going to talk about PowerPoint, Slide Share, and Zoho Show. SlideShare Examples
Transcript: Background Information NEW TIMES NEW MARKETING NEW STRATEGY Web 2.0 Web 1.0 Information is read-only to users. The website displays a large amount of news and information to viewers, who are simply receiving and using information. Web 3.0 Artificial Intelligence Machine learning User's profile Smart recommendations Web 2.0 1. Bilateral Communication: Information is readable and writable for users. Users obtain content through the Internet and produce new content to share on the platform. 2. Current Development: At present, the Web 2.0 period has entered a relatively mature and active stage, which provides a unique development environment for digital advertising and marketing. Evolution of the Periods: What is Web 2.0? 2000-2010 2020-Future Web 4.0 1990-2000 2010-2020 Comparison Inbound vs. Outbound : Which is More Effective? Inbound Marketing Inbound Marketing: Pros and Cons ADVANTAGES DISADVANTAGES Cost-Effectiveness Effect Delay Accurately Reach Target Audience Establish Long-term Connections Build Brand Image and Reputation Technical Support Requirement Difficult to Quantify Return “Information Silo” COMPANY OVERVIEW Company Overview Founders Founders: Halligan and Shah 1. Two founders met at the Massachusetts Institute of Technology. 2. After graduation, Halligan was engaged in technology investment while Shah was engaged in software R&D. 3. After the winning combination, HubSpot was established in 2006. 4. Halligan became the CEO and served as the evangelizing front man. 5. Shah became the chief software architect and focused on product development. Incorporation History HubSpot Development History 2020 2007 2009 Complete series A round funding and launch the V1.0 product. HubSpot has over 100,000 customers. HubSpot has over 1,000 customers. 2006 2008 2014 Complete series A round funding and launch the V2.0 products. List on the New York Stock Exchange. Build an inbound community. Business Canvas Business Canvas: How HubSpot Operates Customer Segments Value Propositions Channels Focus on medium and small enterprises, as well as expand large enterprises. Provide a cloud-based marketing and sales software platform that enables business to deliver inbound marketing. Attract leads through inbound marketing; Weed out 50% leads; Rate the remaining 50% leads. Customer Relationship It’s important to maintain a good relationship with customers so that they can purchase services continuously. Key Activities Create traffic; Analyze and qualifying leads; Close the sale. Revenue Streams Key Resources Subscription: the SaaS pricing strategy; Professional service: the pay-per-use pricing strategy. Continuous novel content of inbound marketing; Easy-to-use software service. Key Partners Medium and small enterprises; IaaS service providers. Cost Structure Variable costs such as CAC and service cost, and fixed costs such as software platform setup costs. Problems Identification Statement of Problems Analysis Profit Breakdown Variable Cost Slow Growth In Customer Size Profit = Revenue - Costs Owner Ollies Markter Marys Fixed Cost B2B Non-CMS CMS B2C Decomposition Pricing Strategy for Ollies and Marys HubSpot Owner HubSpot Marketer Ollies Marys Target Customer $500 $500 Consulting Fee at Start-up $500 Monthly Ongoing Fee $250 Cost = Fixed Cost + Variable Cost Network Infrastructure building, R&D, etc. Cost: Different CAC For Different Customers Owner Ollie: $1000 Markter Marys: $5000 Customers: Owner Ollie and Marketer Mary Owner Ollie Marketer Mary Definition Small Businesses Marketing Professionals % of customer portfolio 73% 27% Requirement Analytics And Reports Simple Solutions Churn Rate 4.3% 3.2% Low CAC High High Low LTV Customers: B2B and B2C B2B B2C 68% % of customer portfolio 32% 3.3% Churn Rate 6.0% New Users Towards Web 2.0 Sophisticated Users Greater Smaller Value Deriving From Inbound Marketing Customers: CMS and Non-CMS CMS Non-CMS Definition Customers who hosted with other companies Customers who hosted their websites on HubSpot’s content management system High Churn Rate Low Note: 2009, 13% of the Ollie Owners are CMS customers, and 2% of the Marketer Mary are CMS customers. Problems Three Problems Need to Be Solved 1. What customers should HubSpot target ? 2. According to our target customers, what's the pricing strategy and product strategy ? 3. How to attract new customers: outbound marketing or inbound marketing ? FROM SOLUTIONS From Solutions To Strategy TO STRATEGY Target Customer Target Customer: Focus on Marketer Marys Business B2B Ollies B2B Marys #Ollies: 694 #Marys: 255 Assumption: B2B : B2C = 1:1 B2C Ollies B2C Marys Size Revenue Model Assumptions Growth Rate: As penetration rate increases, growth rate will fall. Customer Size Ollies Marys 141% 200% < 10000 120% 80% (10000, 50000) 80% 50% (50000, 100000) 50% 30% (100000, 200000) Revenue Model Assumptions Churn Rate: Calculated from the case material. Bankruptcy Rate: Assume each year, 1% Marys go bankruptcy and 10% Ollies go Revenue
Transcript: Example of a Jeopardy Template By: Laken Feeser and Rachel Chapman When creating without a template... http://www.edtechnetwork.com/powerpoint.html https://www.thebalance.com/free-family-feud-powerpoint-templates-1358184 Example of a Deal or No Deal Template PowerPoint Game Templates There are free templates for games such as jeopardy, wheel of fortune, and cash cab that can be downloaded online. However, some templates may cost more money depending on the complexity of the game. Classroom Games that Make Test Review and Memorization Fun! (n.d.). Retrieved February 17, 2017, from http://people.uncw.edu/ertzbergerj/msgames.htm Fisher, S. (n.d.). Customize a PowerPoint Game for Your Class with These Free Templates. Retrieved February 17, 2017, from https://www.thebalance.com/free-powerpoint-games-for-teachers-1358169 1. Users will begin with a lot of slides all with the same basic graphic design. 2. The, decide and create a series of questions that are to be asked during the game. 3. By hyper linking certain answers to different slides, the game jumps from slide to slide while playing the game. 4. This kind of setup is normally seen as a simple quiz show game. Example of a Wheel of Fortune Template https://www.teacherspayteachers.com/Product/Wheel-of-Riches-PowerPoint-Template-Plays-Just-Like-Wheel-of-Fortune-383606 Games can be made in order to make a fun and easy way to learn. Popular game templates include: Family Feud Millionaire Jeopardy and other quiz shows. http://www.free-power-point-templates.com/deal-powerpoint-template/ Quick video on template "Millionaire" PowerPoint Games Some games are easier to make compared to others If users are unsure whether or not downloading certain templates is safe, you can actually make your own game by just simply using PowerPoint. add logo here References Example of a Family Feud Template PowerPoint Games are a great way to introduce new concepts and ideas You can create a fun, competitive atmosphere with the use of different templates You can change and rearrange information to correlate with the topic or idea being discussed. Great with students, workers, family, etc. For example: With games like Jeopardy and Family Feud, players can pick practically any answers. The person who is running the game will have to have all of the answers in order to determine if players are correct or not. However, with a game like Who Wants to be a Millionaire, the players only have a choice between answers, A, B, C, or D. Therefore, when the player decides their answer, the person running the game clicks it, and the game will tell them whether they are right or wrong.
Transcript: Our Recommendations Cons Don’t Stay as Long Looking for Quick Fix Smaller Monthly Payment ($250) Pros Stay Longer More Money to Spend High Retention Rate (96.8%) Larger Monthly Payment ($500) “Likely to get to success faster.” “Get to know our [target] customers, understand them, and then ace the product.” “Different customers speak different languages and have different needs.” Cater software to target market, which would increase customer satisfaction. Main Problem # 2 Product If HubSpot chooses to make the target market more focused, we must make two decision regarding who to target: Marketer Marys vs. Owner Ollies B2B vs. B2C #5 Continue to target all customers. Stay with the HubSpot longer. Create buzz within their sector. Switching to B2B focus will result in smaller loss of acquired customers. Recomendations Cost to Acquire ($1,000 vs. $5,000 for Marketer Marys) Shorter Selling Cycle 73% of Current Customers Low Churn Rate (4.3%) Larger Potential Customer Base Reasons for Eliminating Solution #5 Why HubSpot Should Choose B2B Pros Cost to Acquire ($1,000) 73% of Current Customers High Retention Rate (95.7%) Derive Greater Value Larger Potential Customer Base Main Problem # 1 Start Up Price: $500 (Includes 4 hours of consulting) Monthly Rate: $250 per month Incentive to Stay: For every 11 consecutive months a company stays subscribed to HubSpot, they will get the 12th month free. Incentive to Buy: If a customer purchases 8 hours of consulting, they get a 9th free. Half the potential target market. 32% of current market. Longer decision-making cycle. Larger churn rate. (6.0%) Much more educated on Web 2.0. (May think some items are too basic.) More money to spend. Possible Solutions Whether we can solely rely on inbound marketing effort. Main Problems Marketer Marys If current pricing strategy is appropriate to entice new customers. Promotion Implentation Plan Whether to change the target market in order to be more focused or to continue operating as in the past. Why HubSpot Should Choose Owner Ollies Blogs We Suggest vs. vs. Total of Owner Ollie's (<25) is still a greater potential target market even though some of the medium companies (those 20-25) should be taken out of the total Marketing Mary's (>25). B2B Caitlin Gribbons Liz Terchunian Questions? B2C Price SaaS (Software-as-a-Service) Cater software to Owner Ollies Simplify Offer more templates (websites, blogs and social networking sites) More detailed explanations of how to analyze results Product Life Cycle Further Advantages of Owner Ollies Practice What You Preach – Inbound Marketing YouTube Customer Campaign Launch Create a Presence at Business Schools and Entrepreneur and Social Media Conferences Tweet Tip of the Day Place Maintain a strong presence all over the internet. Website (Primary Place) Can Promote Website Through: Facebook Twitter Blogs (Entrepreneur, Social Media, Technology, Innovation) Half the potential target market. 68% of current market. Shorter decision-making cycle. Smaller churn rate. (3.3%) Need education on inbound marketing. Derive greater value from inbound marketing. Use a Focus Strategy Solution #3: Owner Ollies and B2B Update Software More User Friendly Focus on Web 2.0 Basics Increase Inbound Marketing Cons Cost to Acquire ($5,000) Longer Selling Cycle 23% of Current Customers Smaller Potential Customer Base Main Problem #3 Examples of Tweet Tips Details of Problem #1 HubSpot needs to decide: Owner Ollies
Transcript: - Price : - HubSpot’s offers their main product, the Marketing Platform Software in three different bundles that are eligible with multiple add-ons. The hierarchy of theses bundles follows Basic, Pro and Enterprise levels. - HubSpot uses a value-based pricing strategy with bundled pricing tactics. - Leader in Competitive Apeal and Service Quality - Customer Contact - Phone Call - Software Tutorial - Walkthrough - Exceptional Customer Service - Glassdoor’s employee’s choice awards 2016 for Best Places to work 2016 - HubSpot was ranked 4th - HubSpot named #1 top place to work among large companies by the Boston Globe( 11/12/15) - Culture Four P's - Place & Promotion Four P's - Product & Price COMPANY HIGHLIGHTS - Superior Product and Customer Service - Leadership and Personnel - Web Based Product - Kaizen - HEART THANK YOU FOR LISTENING ANY QUESTIONS? TRIPLE BOTTOM LINE - ENVIRONMENT - Cloud Based Company - No in house data facility - Reduction in E-waste - Reduction in Equipment Cost - Lower Carbon Emissions Brendan McCarthy, Brandon O'Connell, Tyler Perreault, Haarika Vissapragada, Jiaqi Wang TRIPLE BOTTOM LINE - SOCIAL LEADERSHIP - CSR & SUSTAINABILITY - EXCEPTIONAL COMPANY - EXCEPTIONAL EMPLOYEES AND CULTURE - EXPECTIONAL PRODUCT - Founded in 2004 by Brian Halligan and Dharmesh Shah - Software as a Service company - 223 million phone numbers on Do Not Call List - 91% of people have unsubscribed from email marketing lists. - Inbound Marketing strategy with an all in one platform - Culture Code - “ Solve For The Customer” - Sets employee criteria, transparency within HubSpot, and outside to it’s stakeholders AWARDS AND ACKNOWLEGDMENTS - Revenue - 30.4 million - Steady continual increase HUBSPOT HISTORY MARKETING AND OPERATION - Leader in Sustainability and Corporate Social Responsibility - Minimal Data Storage Equipment - Minimal Engergy Consumption - Charity : Water - Charity Efforts - Partnership With Charity : Water - 100% of Donations directly to project - Donors can track project progress - Place: - Disintermediated distribution strategy - No suppliers adding to value chain - Conveniently available customer service LEADERSHIP - OPERATIONS FUNCTION - Product : - Unique Product - Three different packages: Basic, Pro, and Enterprise at varying prices and offering different benefits. - Service is a Product - Market Share - HubSpot 30.4% - Marketo 21.5% - Leader in Role of Operations, Delivery, and Introduction of New Technology - Seemless Delivery With Customer Interaction - Disintermediated - Blue Ocean - Inbound Marketing - Innovative Technology - Promotion : - Embody own inbound marketing techniques - Superior Quality Product - Free Trail - Word of Mouth - Mission Statement - Inbound Marketing - Culture, Employees, Platform LEADERSHIP - MARKETING FUNCTION TRIPLE BOTTOM LINE - FINANCIAL
Transcript: Brian Halligan and Dharmesh Shah both attended MIT After graduation Halligan joined Longworth Venture Partners and Shah was founder and CEO of Pyramid Digital Solutions With Halligan's marketing, sales, and venture capital expertise and Shah's technological knowledge and experience as a successful entrepreneur they founded HubSpot in 2006 HubSpot builds software products that help companies execute inbound marketing programs to supplement or replace their traditional outbound programs Hannah Howard Matt Neil Zack Verdi Jake Hillman Chase Tate The 5 C's Product Content Design Exposure Optimization Lead Tracking and Intelligence Place Online "Customer Funnel" -Creating Traffic -Analyzing and Qualifying Leads -Closing the Sale Price $500 onboarding package, includes 4 hours of HubSpot consulting -could purchase additional consulting hour ($500 for every session of 4 hours) Monthly fee of $250-$500 Promotion SEO Inbound Marketing HubSpot should target B2B and Owner Ollies B2C VS B2B B2C Advantages more sophisticated Web 2.0 users already had a highly performing website and strong social media presence had supporting consultants and agencies Disadvantages derived less value from inbound marketing more cancellations per month B2B Advantages derived greater value from inbound marketing lower churn rate (almost half of B2C) Disadvantages less sophisticated with Web 2.0 had no other agencies or consultants supporting their efforts requiring more attention Advantages Large amount of customers Diverse set Disadvantages Could not attend to all customers Weeded out almost 50% of the leads in the funnel Difficult to standardize processes across customers Different customers had different familiarity and comfort with Web 2.0 tools Different customers derived different value from inbound marketing Differences in the amount of time different types of customers were willing to put into using the software The pricing alternatives Software as a Service (SaaS) $500 initial onboarding package monthly fee of $250 or $500 can buy consulting time (4 hours for $500) capture maximum value from customers and provide reliable income Disadvantage: patterns in churn rates showing some customers were obtaining the initial burst of value from software and canceling it within the first several months Software as a Product (SaaP) Buy HubSpot as a package where consulting time comes with the product no longer leaving money on the table higher initial income could increase the retention rate Disadvantage: more expensive, doesn't differentiate them from competitors Open Source or Freeware Offered at no monetary cost could earn money from click by click or banner advertisements good reputation Disadvantages: no initial income Company Helps companies execute inbound marketing (a collection of marketing strategies and techniques focused on pulling relevant prospects and customers toward a business and its products) Customers B2C vs B2B Owner Ollies vs Marketer Marys Context Thought leader in the Web 2.0 space using the tools and applications like blogging, search engine optimization and social media to coin the term "inbound marketing" Competition Outbound marketing programs Competitors who plated in one of the customer funnel areas -Competitors who create traffic -Competitors who analyze and qualify leads -Competitors who close the sale Collaborators Websites Blogs Social Media B2B vs B2C & Marketer Marys vs Owner Ollies Background The Marketing Mix Owner Ollies (own small businesses with 1-25 employees) Advantages makes up 73% of HubSpot's customer portfolio easy to sell cost to acquire less than marketer mary increasing amount migrating their websites to HubSpot (13% in 2009) willing to put time into using the software Disadvantages less knowledgeable and sophisticated than marketer marys busy simultaneously managing other areas of their company with smaller size had to do most of the marketing themselves no previous investments in consulting, software, or programs in the web 2.0 and inbound marketing Marketer Marys (marketing professionals working in companies that ranges from 26-100 people) Advantages supported by a marketing team more educated about web 2.0 have web consultants, so more interested in analytics and reports provided by HubSpot ran more inbound marketing programs then owner ollies more money to spend Disadvantages make up only 27% of HubSpot's customer portfolio (only 2% host their websites with HubSpot harder to sell need more robust and sophisticated tools harder to reach and have longer selling cycle, so more costly to acquire need to get approval from higher up managers less time investment Product Tools for inbound marketing (content design, exposure optimization, lead tracking and intelligence) Place Customer funnel focusing on obtaining B2B and Owner Ollies Price Mix of SaaS and SaaP Pay initial fee for product Must buy updates to the software If want more consulting time can buy on top of the product Promotion SEO and
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