mad men: the webinar
DESCRIPTION
What has changed since 1960? What's the same? This webinar will review different marketing topics and present both the 1960's point of view (by Sterling Cooper) and the 2010 point of view (by HubSpot).TRANSCRIPT
Don Draper
Sterling Cooper Draper Pryce
Peggy Olson (@PeggyOlson)
Sterling Cooper Draper Pryce
Mike Volpe (@mvolpe)
HubSpot
Jeanne Hopkins (@JeanneHopkins)
HubSpot
Webinar Speakers
Sponsors:
We are unable to locate
Don Draper at this time.
(Perhaps he’s in
Palm Springs?)
What did you say?
Answers from over 250 of the 600+ webinar registrants.
Which character do you aspire to be?
“Betty Draper; so much hidden emotion
behind those puffs off a cigarette.”
Which character do you aspire to be?
“Joan... always cool and classy. She
quietly gets it done!”
Which character do you aspire to be?
“DON DRAPER!! But I'd love
a body like Joan Holloway Harris...”
Which character do you aspire to be?
“Don Draper, but in
Betty Draper's body.”
Which character do you aspire to be?
“Peggy Olson's lover ;-)”
Which character do you aspire to be?
“The 1st black ad man at Sterling
Cooper Draper Bryce”
Which character do you aspire to be?
“Harry Crane - he had the foresight to
start the TV division, like HubSpot
had the foresight to value social
media”
Which character do you aspire to be?
“I don't know, but if anyone says Pete
Campbell, you should uninvite them
to this webinar.”
Marketing is Changing
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson
The Good News…
Inbound Marketing:Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com
“If you have more money than
brains, use outbound marketing.
If you have more brains than
money, use inbound marketing”
-- Guy Kawasaki
Agenda: Case Studies
• Gillette 1960 vs. Old Spice 2010
• Gordon’s 1960 vs. Captain Morgan 2010
• Dodge 1960 vs. Ford 2010
2010
vs.
1960
Gillette 1960’s
http://www.youtube.com/watch?v=aOfGrbgyXo4
Gillette 1960’s
• Tells you what the product does
• Implies other benefits (Get the girl!
Own a sailboat!)
• No conversation
• No engagement
• You are unable to not watch
• Outbound, paid, interruptive media
Old Spice 2010
Old Spice 2010
Old Spice 2010
Old Spice 2010
Old Spice 2010
Old Spice 2010
Old Spice 2010
• Tells you what the product does
• Implies other benefits (Get the girl!
Own a sailboat!)
• Conversation
• Engagement
• Attracts fans and consumers
• Inbound, free, sharable media
2010
vs.
1960
Gordon’s 1960
Gordon’s 1960
• Tells you what the product does
• Implies other benefits (Be an
individual! Be manly!)
• No conversation
• No engagement
• Outbound, paid, interruptive media
Captain Morgan 2010
Captain Morgan 2010
Captain Morgan 2010
Captain Morgan 2010
Prank Call Your Friends
Captain Morgan 2010
• Conversation
• Engagement
• No filtering or censorship
• Attracts fans and consumers
• Inbound, free, sharable media
2010
vs.
1960
Dodge 1960
Dodge 1960
• Tells you what the product does
• No conversation
• No engagement
• Outbound, paid, interruptive media
Ford 2010
Ford 2010
Ford 2010
• User generated content
• No filtering or censorship
• Conversation
• Engagement
• Inbound, free, sharable media
Suggested Next Steps
• Read the “Inbound Marketing” Book
• Grade your website:
www.WebsiteGrader.com
• Additional Free Resources:
www.HubSpot.com/marketing-hubs
Peggy Olson (@PeggyOlson)
Sterling Cooper Draper Pryce
Thank You “Peggy”
is
Carrie Bugbee (@CarriBugbee)
Big Deal PR
Who is HubSpot?
160+ Employees in Cambridge, MA (MIT)
$33m in VC (3 rounds)
SaaS for Marketing at $3K-15K/year
Complicated &
Confusing
Easy &
Integrated
Growth
3,000
Customers
Q1 2007 Q2 2010
Blog & Social Media
• Business Blog
Software
• Blog Analytics
• Social Media
Monitoring
• Social Media
Publishing
Search Optimization
• Keyword Grader
• Link Grader
• Page Grader
Email Marketing & Lead Nurturing
• Email Marketing
• Lead Nurturing
Lead Generation
• Landing Pages
• Lead Intelligence
• Lead Alerts
• Visitor Profiling
Competitor Tracking
Marketing Analytics
• Assess the effectiveness of your marketing on a
campaign-by-campaign level
• Optimize resource allocation to maximize sales
Proven ROI by 3,000+ Customers
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
www.HubSpot.com/ROI
Mike Volpe (@mvolpe)
HubSpot
Jeanne Hopkins (@JeanneHopkins)
HubSpot
Thank You
Carrie Bugbee (@CarriBugbee)
Big Deal PR