Startup Blog

Low Budget Commercial as Viral Marketing?

Posted Mike Volpe on 5/1/09 2:42 PM

David Moore sent this to me.  I can't decide if it is funny, or lame, or so lame it is funny?  Either way, it made we think, which is more than 99% of videos on YouTube do.

I think it was made for YouTube.  It might have been funnier if it were made for TV and then became cult popular on YouTube because it was so low budget that it is funny?

What do you think?


SXSW Rap Video (with lots of inbound marketing "celebrities")

Posted Mike Volpe on 4/1/09 10:20 AM

The Robert Scoble part is my favorite.

How Tracy Porter Fashion Cost Effectively Adds Brand Personality

Posted Mike Volpe on 2/24/09 1:34 PM

Karen Rubin and I have talked about this on HubSpot TV before, but I think this is a cool example of a company adding a lot of personality to a brand and products at a low cost.  In this video the company owner/designer tells you about the shoes you want to buy and how they make her feel when she wears them.  Very cool way to build an emotional connection, just using a short video on the web - at a very low cost.

tracy porter

Now... onto what Tracy Porter is doing wrong...

  1. I can't share the video! It was a real pain in the ass for me to grab a screenshot and link to it, and there was no way to easily embed the video directly in my blog.  There should be.  More people would spread the videos if it were easier.
  2. The videos are not spread throughout the web!  Don't just lock your videos up on your website, put them on as many sites as you can - YouTube, Viddler, Vimeo, Facebook,, etc.  Use a service like Vidmetrix or TubeMogul to cross post automatically.  They should put these videos anyplace they can.

Posting the product videos to YouTube or another service and then embedding those on your own website would solve both of these problems.  Tracy Porter actually has a YouTube channel, but they only have 23 videos and they do not post the product videos from their website on YouTube.  They should.

Have you used video to add personality to you brand?  How?

Creating a World Wide Rave

Posted Mike Volpe on 2/23/09 10:51 AM

How do you lauch a book called World Wide Rave?

With a video that shows people around the world talking about your book.

Learn more about this and download the free ebook that tells you how David Meerman Scott did this.

MC Hammer Says You Can't Touch Twitter

Posted Mike Volpe on 2/21/09 11:36 AM

We got very lucky and MC Hammer stopped by yesterday.  Cool!

See all episodes in iTunes ( or on the web (

Live Streaming Tips

Posted Mike Volpe on 2/19/09 11:34 AM

Every Friday Karen Rubin and I live stream at 4pm EST.

Today we will be live streaming the HubSpot 1,000 Customer Party at 7pm EST on both and and chatting it up on twitter using the hashtag #hubspot1k.

In preparation for doing about 4 hours of live streaming in the next 2 days, I thought I would share this video (a recorded live stream) that has a few live streaming tips.  To be honest, it wasn't fantastic, but it was the only reasonable video I could find about live streaming...

Pan Seared Salmon on YouTube

Posted Mike Volpe on 2/17/09 5:34 PM

Inbound marketing is not just for tech companies.  A restaurant can make a video about how to cook salmon and put it on YouTube and their blog.  Looks yummy.  Maybe I should go there this weekend...  Get the idea yet?

Online Video to Build and Strengthen Community

Posted Mike Volpe on 2/10/09 11:29 AM

I was on a panel chatting about online video put together by Permission TV

Oops! We tried to show you a video, but something went wrong. Please make sure you have the latest version of Adobe Flash installed, and are viewing this in a Flash-enabled browser.


  • Justin Levy, General Manager at New Marketing Labs
  • Mike Volpe, VP Marketing at HubSpot
  • Matt Cutler, VP Marketing & Analytics at Visible Measures
  • Matt Kaplan, VP Solutions at PermissionTV


  • Matthew Mamet, Director of Product Marketing at PermissionTV

Send Some Link Love for Valentine's Day

Posted Mike Volpe on 2/9/09 10:08 AM

Valentine's Day is coming soon!

There's no better way to show you care to your favorite marketer than to send some link love.

Send some link love now! 


Thoughts on Using Video for Marketing

Posted Mike Volpe on 1/12/09 11:05 AM

I did a short interview with Matthew Mamet from Permission TV at the last WebInno event.  We chatted about some of the things to think about when using video for marketing.

We use a lot of video in our marketing at HubSpot:

In the video we talk a bit about how to think about using video in marketing.

UPDATE: For anyone having trouble with the video, here is a link to another version you can try.

Viral Video and SEO - Does YouTube Help or Hurt?

Posted Mike Volpe on 12/15/08 11:03 AM

Based on the success of our Oughta Know Inbound Marketing video (40,000 views in 5 days) promoting inbound marketing, I've gotten a few questions about how and why we did certain things.  Here's one example and my answer that I thought I would share.

"Would it be better to distribute the video from your site instead of YouTube to get the SEO credits for visits and links? When is it best to distribute a video from YouTube vs. one's own site?"

Inbound marketing is a mix of SEO, publishing content and using social media.  Sometimes to get the best benefits, you need to balance the focus on just one technique in order to get the greatest overall benefit.

If we had ONLY published the video on our blog or website, I bet we would have gotten a few thousand views, not tens of thousands.  That's a big limit to how far our ideas spread.

But, by putting it on YouTube, we were able to get tons of views within the YouTube community, and the video was much more easily shareable in other social media sites and blogs because users can directly embed it themselves.  We also published it on our blog.  Over half the views of the video were from social networks like StumbleUpon, Facebook and Twitter, and we were able to get lots of internal YouTube views because we made it onto the top 100 most viewed list, again exposing the video to more people.  None of this would have been possible if we had only put the video on our website.

Here's the cool part... because we got all of those views and exposed the video to so many more people by putting it on YouTube, we actually got a ton of links into the blog article on our blog about the video, and to our main website as well.  So by not trying to focus on SEO, we actually got possibly a greater SEO benefit.

Inbound Marketing - Podcast Interview

Posted Mike Volpe on 12/11/08 11:02 AM

marketing podcast mike volpe

I had a chance to chat with Sean Daily about inbound marketing.  We talked a lot about the ways marketing has changed, what inbound marketing is, how to use social media and SEO as part of inbound marketing, and some marketing tips for startup companies.

Take a listen to the interview about inbound marketing - if you like it, subscribe to the show in iTunes.  It's pretty good.

If you're looking for other podcast content, you can subscribe to HubSpot TV in iTunes as well - we broadcast live at every Friday at 4pm EST, but we also load the archives into iTunes along with some other content - webinars, videos and more.

Another Shot at a Viral Marketing Video

Posted Mike Volpe on 12/8/08 9:44 AM

We've slowly been getting better at making viral videos at HubSpot, our first few got a few thousand views.  The last one has over 30,000 views right now.  I think this one is the best so far.  We took bets on how many views it would have on YouTube after 7 days.  What do you think?

HubSpotters: Good at Marketing, Bad at the Wave

Posted Mike Volpe on 12/5/08 11:25 AM

THis was a video David Meerman Scott made for his blog for his new book "Wolrd Wide Rave" (which is awesome by the way).

Clearly we should stick to marketing as we had some trouble getting ourselves coordinated to do a proper wave.

Very Clever CUSTOMIZED Viral Video Campaign

Posted Mike Volpe on 10/28/08 10:30 AM

This is quite creative.  It is a viral video campaign that you can use to create a custom video featuring your name (or a friend's name).  The way they did the video is quite clever, and the customizations bring it to a whole new level.  No matter what your political view, you need to respect the creativity of the idea.

Here is the "Mike Volpe" version of the video:

I'm a PC Ads - Microsoft Finally Listened to Me!

Posted Mike Volpe on 9/18/08 10:52 PM

I recently wrote about how much the new Mircosoft TV ads suck.  But, now I see they have some new ads that are much better.

They are not funny, but they do counter the Mac vs. PC ads, and they do show pretty successfully that PC users are cool people doing cool stuff.  Sure, their money would be better spent making cool products that people actually like, but if they can't do that at least their ads are a bit better.

Bill Gates is an Idiot (at Marketing)

Posted Mike Volpe on 9/11/08 12:44 AM

If I were a Microsoft stockholder, I would be so pissed that the company is spending millions of dollars running ads trying to "change its image".

The ad is stupid.  There is nothing to back up the assertion that they are cool.  In fact, Bill Gates buying discount shoes at a mall and eating a churro is anything but cool.

Anyone with half a brain sees right through the ads and then says... how about you take a few of those millions and build an operating system that is actually an upgrade from XP (unlike the downgrade that Vista currently is). 

Unless... maybe the whole point of the ads is for us to all start talking about how much the ads suck, rather than how much Vista sucks?  Perhaps Bill Gates is still a genius afterall.

Katie Couric on Digg - Is she getting a free pass?

Posted Mike Volpe on 8/28/08 12:38 PM

Katie Couric joined Digg to "share her press pass with the community".  But is she really participating in the community? Here is what she has done so far.

  1. Wore a cute t-shirt and made a video.
  2. Submitted that video and got 3400+ Diggs.
  3. Gathered a bunch of people to be her friends.
  4. Submitted articles and videos, but thy are ALL ABOUT HER - they all have "Katie Couric" in the title. 
  5. She has only Dugg a couple things that all look like are associated with her.

Is that really "participating in Digg"?  Maybe famous people don't need to engage in the community.  But what is the point then? They might as well have "biggestkatiecouricfan" or someone submit her stuff and be their presence on places like Digg

For reference, here is her video on YouTube announcing what she was going to do.  What do you think?


Gatorade Ball Girl Viral Video

Posted Mike Volpe on 8/19/08 10:35 AM

Great viral marketing by Gatorade.  Their product could led itself to a whole series of these.  I actually think it would have been better if the catch she made were more human.  A great catch, but more believable.  Still, very nice work.  It has been successful too, read this for stats.

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