This Week
  • Joseph Klein is back at the helm of Klein Steel.

  • Before senior parents move in with adult children, many factors should be discussed.

  • Wendi Heinzelman is the first female dean at UR's school of engineering and applied sciences.

  • Mirror Show Management builds its trade show business.

  • Jackie Driscoll's acumen for interior design started in childhood.

  • The Schools Report Card has rankings for 27 districts and more than 250 schools.

HubSpot exec to talk on shift in marketing

Rochester Business Journal
April 4, 2014

With consumers calling the shots in determining the information they see, marketers are left to find ways of earning their audience. It is a trend HubSpot Inc.’s Michael Volpe will explore this month in Rochester.

Volpe, chief marketing officer of HubSpot, is scheduled to speak April 9 at an event of the Rochester chapter of the American Marketing Association to help businesses understand how to engage clients.

“The great opportunity today is the world is really much flatter than it used it to be and companies in any part of the world can be a global force if they use all these different inbound tactics and leverage the Internet as much as possible,” Volpe said in an interview.

The focus on inbound marketing—creating and sharing content that engages clients through channels such as social media or blogging—versus the older practices of outbound marketing, which include interrupting clients by pushing content such as direct mail or cold calling, has been a major shift in the marketing industry, brought on by the Internet’s capabilities.

HubSpot is an inbound marketing and sales platform company that uses software, services and support to help clients manage a brand that will attract and engage clients. The company is based in Cambridge, Mass.

Volpe has grown HubSpot to 650 employees and more than 10,000 customers while increasing revenues to $77 million since joining the company in 2007.

Volpe’s talk will focus on how blogging, social media, search engine optimization, content and personalization can be used together to help a company’s marketing strategy become more effective and aligned with buyer behavior.

“We’ve always believed that people have really changed and that they’re consuming information in new ways,” Volpe said. “They’re taking more control over the purchasing process, and what that means is that all of us in marketing and sales need to really approach how we do our jobs very differently.”

Vitberg LLC, a Perinton-based marketing firm for accountants, consultants, financial services, lawyers and other professional services, has benefited from a partnership with HubSpot and believes the event will help Rochester businesses.

“We appreciate the opportunity here for Mike to come and speak and spread the word, because it means a lot to us to get that new marketing tactic out there,” said Shannon Vitberg, return-on-investment marketing specialist for Vitberg. “It’s nice when we’ve got someone coming in to bring that awareness out there, and that’s key for us because (as) partners we piggyback off of that awareness.”

Volpe was chosen because of his potential impact on the community, AMA officials said.

“Not only are they going to get to hear an A-1 CMO, but they’re also going to be able to hear how they can use content marketing in order to draw customers in,” said Tanya Babcock, co-vice president of programming for AMA Rochester and director of marketing and advertising for Brite Computers. “He’s a real benchmark for marketers, and he’s done a really fabulous job touring the country as well as the world to spread this message.”

Registration prior to the event is required. Interested persons can register at Other information can be found at

The AMA event begins at 4:30 p.m. April 9 at the Hyatt Regency Hotel. The program runs from 5:30 to 6:30 p.m. and is expected to draw 100 to 150 people.

The Rochester Business Journal Inc. is a sponsor of the event.

4/4/14 (c) 2014 Rochester Business Journal. To obtain permission to reprint this article, call 585-546-8303 or email

What You're Saying 

There are no comments yet. Be the first to add yours!

Post Your Own Comment


Not registered? Sign up now!

To Do   Text Size
Post CommentPost A Comment eMail Size1
View CommentsView All Comments PrintPrint Size2
ReprintsReprints Size3
  • E-mailed
  • Commented
  • Viewed
RBJ   Google