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Inbound Marketing Launches Startup
Leads & Revenues: Cilk Arts
Featuring: Ilya Mirman, Former VP Marketing, Cilk Arts
Moderator: Kirsten Knipp, Product Evangelism
Agenda
• Who are HubSpot & Cilk Arts
• Cilk Arts Inbound Marketing Success• Betting on Inbound Marketing Leverage
• Creating & Promoting Remarkable Content
• Landing Pages & CRM Integration for Streamlined Lead Gen
• Inbound Marketing & Social Media Lessons
• HubSpot & Salesforce.com Example• Closed Loop Marketing: Manage Leads with CRM Integrations
• Q&A
HubSpot | Inbound Marketing System
• Inbound Marketing Experts providing software & services to
help grow your small to medium sized business
• Founded: July 2006 by Dharmesh Shah & Brian Halligan
• Grew out of research at MIT
• 2,000+ customers, 100+ employees
• Global Headquarters: Cambridge, MA
What is Inbound Marketing?
Get Found
ConvertAnalyze
1
23
© 2008 CILK ARTS, Inc. 5
Cilk Arts, Inc*
Mission: To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors.
Our Goal: Own a multicore programming standard
Cilk++ Runtime on every processor
Cilk++ used by all C/C++ multi-coders
5
[*July 2009: Cilk Arts acquired by Intel]
© 2008 CILK ARTS, Inc. 6
Go To Market Approach
∙ Open source business model Low-touch, low-cost sales model
Broad awareness, trial, adoption
∙ Big bet on Inbound Marketing No sales people
Hired 1 marketer (me) 8 months before shipping product to implement Inbound Marketing approach
∙ Blog as primary marketing vehicle Entire team contributed (~1 post per week)
Helped us engage with the developers we hoped to serve; understand what content they’re interested in
6
© 2008 CILK ARTS, Inc. 7
Results
∙ Reached over 100,000 developers
∙ Traffic and awareness matched or exceeded competitors
∙ >3,000 leads
∙ >1,000 downloads
∙ >6,200 inbound links
∙ >600 blog subscribers
∙ Adoption at >300 universities worldwide
© 2008 CILK ARTS, Inc. 8
Content is King
∙ Blog was primary vehicle
∙ Entire team contributed
∙ Repurposed content in multiple ways e-Book
Short YouTube videos
Online courses
2-day training workshop
© 2008 CILK ARTS, Inc. 9
Don’t know ahead of time which topics will strike a chord
Engaged entire team
Links drove search engine rank
Blog Metrics
© 2008 CILK ARTS, Inc. 10
Social Media
∙ Engaged bloggers in industry and academia
∙ Drove coverage, links, conference invites
© 2008 CILK ARTS, Inc. 11
Thought Leadership & Awareness
Blog Subscribers
Inbound Links
∙ Grew a loyal following:
> 6,200 inbound links
> 600 Blog subscribers
© 2008 CILK ARTS, Inc. 12
Organic SEO
∙ Web site optimized for long tail of relevant search terms 40% of traffic from
search
High rank for ~300 relevant phrases
∙ Ongoing maintenance to optimize popular pages for key terms
Keywords w/high
Google rank
© 2008 CILK ARTS, Inc. 13
Lead Capture
∙ Translating content & traffic to Leads using Landing Pages
© 2008 CILK ARTS, Inc. 14
Lead Management
∙ 3000+ Leads
∙ 1 Sales & 1 Marketing person managed it all
∙ Even engaged engineers with lead alerts
∙ Key: Closed Loop Marketing & CRM Integration
Marketing Sales
Leads
CRM
© 2008 CILK ARTS, Inc. 15
Salesforce.com + HubSpot
© 2008 CILK ARTS, Inc. 16
published eBook;Pilot campaign to quant finance community
Posted Cilk++ docs;Pilot campaign to IEEE community
Visitors & Sources
∙ Healthy mix of traffic from organic search and key social media sites
© 2008 CILK ARTS, Inc. 17
Inbound Marketing & Social Media Lessons
Do…∙ Get your whole organization engaged in contributing content
∙ Be real, be genuine
∙ Build an editorial calendar with a broad set of interesting, valuable content, targeted at key personas
∙ Leverage content in many ways (Blog, e-Books, Tutorials, YouTube, SlideShare, etc.)
∙ Use Closed Loop Marketing to get a single view of your funnel so Sales & Marketing can work as an efficient team
Don’t…∙ …be a blatant, self-centered commercial
∙ …focus on just one topic
∙ …make your blog your only social media effort; instead, spend time on other blogs, community sites, and contribute
∙ …worry about slow periods (# of visitors,# of subscribers, # of comments)
Learn how HubSpot can grow your sales
• Inbound Marketing
applies to virtually any
business
• It’s not rocket science,
but the right tools &
methodology can
catapult you to success
Backup Materials
Strong University Pull
• Downloads from >300 universities
• Strong interest at universities to use
Cilk++ in concurrent programming
classes
• Cilk Arts developed a rich set of
course materials
• Incorporated into the curriculum at
>10 universities
Strong University Pull
• Alabama Supercomputer Center
• American University of Beirut
• Aristotle University of Thessaloniki
• Auburn University Montgomery
• Augustana College
• Beijing Genomics Institute
• Ben-Gurion University of the Negev
• Birla Institute Of Technology and Science
• Bourgas Free University
• Cairo University
• Carleton University
• Carnegie Mellon
• Cummins College of Engineering
• Czech Technical University in Prague
• Deakin University (Australia)
• Delft University of Technology
• Democritus University Of Thrace (Greece)
• Drexel University
• Georgia Institute of Technology
• GuangDong University of Technology
• Ghulam Ishaq Khan Institute
• Gulf Coast Academic Supercomputing
• Hacettepe University (Turkey)
• Helmholtz Center for Environmental
Research
• Hong Kong University of Science &
Technology
• Indian Institute of Technology
• Indian Institute of Technology Madras
• Institute of Computing Technology,
Chinese Academy of Sciences
• Iran University of Science and Technology
• Istituto Nazionale di Fisica Nucleare (Italy)
• Korea University
• Maharishi University of Management
• MIT
• Muffakham Jah College of Engineering
and Technology
• MSU-Iligan Institute of Technology
• National Technical University of Ukraine
• National University of Singapore
• National University of Sciences &
Technology, Pakistan
• New Bulgarian University
• Old Dominion University
• Pardee RAND Graduate School
• Politecnico di Torino
• Polytechnic University of Puerto Rico
• Queensland Univesity of Technology
• Rice University
• Royal Institute of Technology (Sweden)
• Sabanci University (Turkey)
• Syracuse University
• Tampere University of Tech
• Tel-Aviv University
• TU Delft
• TU München
• UC-Los Angeles
• UC-Santa Barbara
• Universidad Vasco de Quiroga
∙ Universidade Federal do Rio de Janeiro
∙ Federal University of Rio Grande
∙ Universidade federal do Paraná
∙ Universitaet Karlsruhe
∙ Universidad DaVinci
∙ Universita' di Padova
∙ Universiti Teknologi Malaysia
∙ University of Arizona
∙ University of California, Santa Barbara
∙ University of Innsbruck
∙ University of Ioannina
∙ University of Iowa
∙ University of Kentucky
∙ University of Leeds
∙ University of Michigan
∙ University Of Salento
∙ University of Otago
∙ University of Ottawa
∙ University of Oulu
∙ University of Santiago de Chile
∙ The University of Sheffield
∙ University of Southern California
∙ University of Toronto
∙ University of Utah
∙ University of Western Ontario
∙ University of Wisconsin – Platteville
∙ University of Wollongong
∙ Utah State University
∙ VIT University India)
∙ Washington State University
∙ Xi'an Jiaotong University (China)
∙ Zhejiang University
Open Source Traffic Ranks
• Carefully monitored and acted on
competitive metrics (traffic, inbound
links, keyword ranks, etc.)
TBBCilk Arts
OpenMP
Cilk Arts
OpenMP
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