arjun moorthy, hubspot
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WELCOME Business of APIs Conference 2011 New York City
HubSpot - from application to platform Arjun Moorthy (@juicemoorthy)
Agenda
The big picture: Outbound to Inbound
Moving from Application to Platform
Building a successful App Marketplace
A B C
Big Picture
Outbound to
Inbound
Marketing was about pushing messages out.
Today it’s about pulling people in.
Great!
Just one problem…
Marketo Ektron
Radian6
Lead Lander SEOmoz
Omniture Wufoo
WordPress
Fragmented to
Integrated
Website Blog SEO
Landing Pages
Lead Nuturing Email Lead
Mgmt
Social Media
Analytics A/B Test Mobile Sales Intel
Top of the funnel
Middle of the funnel
Analytics
0
1000
2000
3000
4000
5000
Jan-
07
Mar
-07 May
-07
Ju
l-07
Sep-
07
Nov
-07
Jan-
08
Mar
-08 May
-08
Ju
l-0 8 Se
p-0
8 N
ov-0
8 Ja
n-0
9 M
ar-0
9 May
-09
Ju
l-0 9 Se
p-0
9 N
ov-0
9 Ja
n-1
0 M
ar-1
0 May
-10
Ju
l-10
Sep-
10
Nov
-10
Jan-
11
Mar
-11 May
-11
Ju
l-1 1
5000 High APRU Customers
Our partners and customers are idea
factories.
Application to
Platform
PPC
Webinars
CRM
Blog Creation
Press Releases
Your Idea
Website Blog SEO
Landing Pages
Lead Nuturing Email Lead
Mgmt
Social Media
Analytics A/B Test Mobile Sales Intel
40+ Marketplace Apps in 4 mths
0
1000
2000
3000
4000
5000
6000
7000
April May June July August
Installed Apps
Total App Installations
PPC
Webinars
CRM
Blog Creation
Press Releases
Your Idea
Website Blog Lead Nurturing
SEO Analytics Email Lead Mgmt
Landing Pages
Social Media A/B Test Mobile Sales
Intel
Services Marketplace
“There’s a marketing app or service for that”
Building an
app marketplace
1. Good customer experience (walled garden vs. open)
2. Compelling dev. economics (effort, monetization, strategy)
3. Strong developer support
4. Internal commitment to APIs
Playbook: Moving to Platform
Good customer experience
Compelling developer economics
Strong Developer Support
Internal commitment to APIs
Thank You. @juicemoorthy
WELCOME Business of APIs Conference 2011 New York City
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