nerve 2012-dharmesh-shah
TRANSCRIPT
Ideas For Building A Business Dharmesh Shah
Founder/CTO HubSpot
I’m Dharmesh. And I’m a total geek.
@dharmesh CTO @hubspot
Caffeine to code
converter
Startup Junkie
Anti-social guy with 129,000
twitter followers
Who here is an entrepreneur?
Congratulations!
You have a genetic flaw.
Entrepreneurs have a
marketing problem
You’re an entrepreneur?
That’s
awesome!
What’s that?
We’re magicians:
We create something
out of nothing
Startup #1: Ignorance is bliss
Startup #2: “Experienced Entrepreneur”
“The Georgia Tech of Massachusetts”
10 Beta Customers
2 Leads Per Day
5 Employees
$500k Small seed investment
by Founder
Customers
2006 2007 2008 2009 2010 2011
48
317
1150
3855
5961
3
I can triple my leads?
That’s awesome!
But I can’t handle double the customers!
An abudance of leads lets you cherry pick your customers.
Marketing was about pushing messages out.
Angering people is bad marketing.
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86% skip TV ads
91% unsubscribe
2/3 on FTC’s
DO NOT CALL list
44% of direct mail is never opened
Email usage is declining by as
much as
59%
25% of your list
expires each year
When I grow up, I hope junk mail and spam are gone. Thanks. @sohan
Today it’s about pulling people in.
Outbound Marketing Make marketing about creativity not cash.
vs.
INBOUND MARKETING
$
$
Where can you “get found”?
As ye SEO, so shall ye reap.
(SEO = Search Engine Optimization)
VS.
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Building Assets
Renting
Attention
Inbound Gives You Leverage
Value disproportionaly accrues to the winners.
Pick your keywords
wisely.
Don’t pick a fight with a ninja. (Unless you’re a ninja)
Lets talk about social media…
Even normal people
use twitter now.
(via @dharmesh)
Outbound Marketing
The basics: 1. Bio in Profile (76% fail)
2. Avatar 3. Background 4. Website Link (80% fail)
5. Location
It’s not just for college kids any
more.
1 out of every 8 minutes online
is spent on Facebook.
Outbound Marketing
Write a blog: out-teach
your competition.
How do I get more traffic to my blog?
Outbound Marketing
Make it dead-simple to share your content.
Craft content for the up-vote
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Analyze your data. Figure out
what works.
Not having fun? You’re doing it wrong!
Outbound Marketing
The key to successful inbound marketing…
Inbound Marketing: Get Found using Google, Social Media and Blogs
InboundBook.com
Random things I’ve
learned along the
way.
Prevail over the problem, not the
competition
Make the customer the star
(not you)
We don’t just make marketing
software. We make
Success is making those that believed in you look brilliant.
The danger is not that our aim is too high and we miss, but that it is too low, and we reach it. ~Michelangelo
