It's been a couple weeks since this news but @Hubspot acquiring @TheHustle could be the acquisition of the year.
While the cost of the deal hasn't been revealed, there are rumours floating that it was $20-30M.🔥
The real question is, why?
Let's dive into it! [THREAD] 🧵 $HUBS
The Hustle is estimated to have:
>Between 5-8M annual visitors to their main site
>Over 500k-2M annual visits to Trends (paid site)
>Over 11k members in various niche FB groups
>And over 1.5M newsletter subscribers
Now, Hubspot has access to all of it.🤯
Bowchicakwawah
Let's make sense of why this is a huge WIN for Hubspot:
Hubspot has been a staple in *marketing* as an example of best practices for blogging, SEO, and marketing.
It is estimated that their site generates 370M annual visits and the blog has 15,000+ pages.
Amazing right?
Well..
According to a variety of different traffic projection sites it seems like there recently was a dip in their organic traffic.
As shown in the image below, sources indicate a drop of anywhere between 500k-1M monthly visits.
That's a lot of lost value.
Hubspot's organic traffic value (volume x average PPC cost) is worth around $25M. Meaning...
You would have to drop $25M on PPC to get what they generate in organic.
So, where does theHustle come in to help with this dip?
1) New Traffic
and...
2) New Audiences
First let's talk traffic:
It's estimated that the Hustle generates between 5-8M visits per year. That alone covers the dip in Hubspot traffic.
But it gets better:
They also have a large "owned audience" in their newsletter with (1.5M+ subs) and Facebook group (11k+ members).
Now let's talk audiences. 🧠
Hubspot is known as THE marketing platform.
But for Hubspot to realize their platform vision (see image below) - they need to go beyond marketers and succeed in:
> Sales (CRM)
> Customer Service (Help Desk)
> Developers / IT (CMS)
The audience following Hubspot on @Twitter today is primarily made up of marketers.
The audience following the Hustle on Twitter (45k people) today is made up of entrepreneurs, investors, marketers & execs.
And almost every marketer I know wishes they could improve their public speaking skills. But the system behind breaking into "speaking" feels like a secret.
So let's pull back the curtain & talk about making your way to the main stage🎙[THREAD] 🧵
There's always one elephant in the room for speaking.
💰 Compensation 💰
It's one of the messiest parts of the speaking game.
Some events will pay:
> You a fee + travel cost (flight/room/etc)
> For your travel costs only
> A small token of appreciation
> Nothing at all
Here's another kicker for speaker comp:
The spectrum is wild.
I've seen well funded companies put on events and offer speakers a $75 honorarium and I've seen small grassroots event organizers offer $5k + travel.
They might not be a household name but they've done a great job building a customer base in their niche.
Boasting an impressive $532M ARR, a HUGE valuation and more than 13M organic visits a year.
Let's talk about how they did it [THREAD🧵] $SNOW
One of the most tried and tested methods for capturing value is good ol fashioned ads.
Snowflake has done an excellent job leveraging paid media to capture value where their audience is spending time.
More than 120 ads running against different keywords.
One of the most inspiring business pivots of the last decade (and impressive companies) has to be @Adobe's shift from licensing to offering services on the cloud.
But what's also impressive is how they've attracted users and businesses with marketing excellence [THREAD] 🧵
Let's look at the Adobe landscape:
3.4B backlinks
57M+ visits a month
877,000 YouTube subs
Rank for 10M+ keywords
6M combined Twitter followers
$39M+ worth of organic traffic
Oh. Ya can't pay bills with traffic.. I know.
Look at this. $200B Market Cap. 💰😲 $ADBE
Adobe has an interesting predicament where they sell multiple products across a wide range of use cases: