arjun moorthy, hubspot

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WELCOME Business of APIs Conference 2011 New York City

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NYC BAPI 2011 Speaker Presentation

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Page 1: Arjun Moorthy, Hubspot

WELCOME Business of APIs Conference 2011 New York City

Page 2: Arjun Moorthy, Hubspot

HubSpot - from application to platform Arjun Moorthy (@juicemoorthy)

Page 3: Arjun Moorthy, Hubspot

Agenda

The big picture: Outbound to Inbound

Moving from Application to Platform

Building a successful App Marketplace

A B C

Page 4: Arjun Moorthy, Hubspot

Big Picture

Page 5: Arjun Moorthy, Hubspot

Outbound to

Inbound

Page 6: Arjun Moorthy, Hubspot

Marketing was about pushing messages out.

Page 7: Arjun Moorthy, Hubspot

Today it’s about pulling people in.

Page 8: Arjun Moorthy, Hubspot

Great!

Just one problem…

Page 9: Arjun Moorthy, Hubspot
Page 10: Arjun Moorthy, Hubspot

Marketo Ektron

Radian6

Lead Lander SEOmoz

Omniture Wufoo

WordPress

Page 11: Arjun Moorthy, Hubspot

Fragmented to

Integrated

Page 12: Arjun Moorthy, Hubspot

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

Page 13: Arjun Moorthy, Hubspot

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

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-10

Jan-

11

Mar

-11 May

-11

Ju

l-1 1

5000 High APRU Customers

Page 14: Arjun Moorthy, Hubspot
Page 15: Arjun Moorthy, Hubspot

Our partners and customers are idea

factories.

Page 16: Arjun Moorthy, Hubspot

Application to

Platform

Page 17: Arjun Moorthy, Hubspot

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

Page 18: Arjun Moorthy, Hubspot

40+ Marketplace Apps in 4 mths

Page 19: Arjun Moorthy, Hubspot

0

1000

2000

3000

4000

5000

6000

7000

April May June July August

Installed Apps

Total App Installations

Page 20: Arjun Moorthy, Hubspot

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”

Page 21: Arjun Moorthy, Hubspot

Building an

app marketplace

Page 22: Arjun Moorthy, Hubspot

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

Page 23: Arjun Moorthy, Hubspot

Good customer experience

Page 24: Arjun Moorthy, Hubspot

Compelling developer economics

Page 25: Arjun Moorthy, Hubspot

Strong Developer Support

Page 26: Arjun Moorthy, Hubspot

Internal commitment to APIs

Page 27: Arjun Moorthy, Hubspot

Thank You. @juicemoorthy

Page 28: Arjun Moorthy, Hubspot

WELCOME Business of APIs Conference 2011 New York City