Hubspot’s Mike Volpe on off-menu items at the 21 Club and Lady Gaga

Next in our Conversion Conference speaker Q&A sessions is Mike Volpe, Chief Marketing Officer, HubSpot, Hubspot who’s vision is to provide a (killer) marketing application and provide great advice to small businesses enabling them to leverage these disruptive effects of the internet to “get found” by more prospects shopping in their niche and to convert a higher percentage of prospects into customers.

1) What do you think is currently a hot trend in optimization or conversion?

I think that using social media to turn one conversion into more conversions by stimulating more sharing of your offers is pretty hot. We’ve had some great success doing that, you can use your existing leads to generate more leads for free.

2) What would you say is the biggest mistake people make when it comes to optimization?

Focusing on the little things. Everyone is about A/B testing and multivariate testing small details like buttons or colors, but at the same time ignoring if they could create entirely new ways to convert leads with entirely new offers. Sometimes the biggest leverage comes not from a tweak that gets you a 20% bump in conversion, but inventing a new marketing and sales process that is 300% better.

3) Which speaker(s) are you most excited to hear, beside yourself, at Conversion Conference East?

I heard Lady Gaga is coming? No? Oh, well then I guess it has to be Steve Krug. There are like 100 copies of Don’t Make Me Think around our office, I’m psyched to meet him.

4) What’s your favorite restaurant to visit while in New York?

I’m a dad now, and so I get out a lot less than I used to and my NYC knowledge is way out of date. So I’ll go old school Gordon Gekko style and say you can never go wrong at the 21 Club. Try the steak tartare – it’s off the menu, but Louis will make it for you.

More about Mike

Mike Volpe,  Chief Marketing Officer, HubSpotMike Volpe is VP of Inbound Marketing at HubSpot, a marketing software company, where he leads the company’s lead generation and branding strategy through inbound marketing, including blogging, search engine optimization, video marketing, and social media. Since Mike joined HubSpot, the company has grown from 10 to 3,900 customers, from 5 to 200 employees, and raised $33 million of venture capital. Under Mike’s leadership, HubSpot’s marketing has won more than 30 awards and been featured in over 20 marketing and business books. Mike is a cutting-edge B2B inbound marketer who speaks at numerous conferences, hosts a weekly live marketing video podcast called HubSpot TV, is one of the 100 most popular marketers on Twitter, and blogs frequently. Mike holds an MBA from MIT Sloan and a BA from Bowdoin College and appears frequently as a marketing speaker.

See Mike Live!

Mike will be presenting a session with John Lawson, of 3rd Power, Inc, titled “Monetizing Your Traffic – Turning Blogs & Social Media into Conversion Gold” at Conversion Conference East 2011 in New York City. See the full agenda and read more about this session. Also check out Mike on and attend one of their free webinars.

Follow Mike on Twitter (@mvolpe) or find him on Facebook and request a discount code to Conversion Conference?

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