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  • 1. Closed Loop Marketing Van zelf naar vanzelf!!? Hubspot User Group March 26th, 2014 John Boham Contact: Tel. 020-452 7505 eMail. John@FourPoints.nl
  • 2. Closed Loop Marketing Agenda • Inbound vs. Closed Loop Marketing Models • Inbound • Closed Loop • Support • Hubspot • Salesforce.com • Our approach for now
  • 3. Block 2: Strategy & Business Architecture Introduction Architecture? Closed Loop Marketing New marketing trends Van Product-push To Customer-pull From periodic campaigns To “Next Best Offer” @ customer contact From one message per channel To one consistent message across all channels From shouting, disturbing and often annoying To informing and facilitating Closed Loop Marketing…
  • 4. Block 2: Strategy & Business Architecture Introduction Architecture? Closed Loop Marketing Definition Inbound Marketing Wikipedia Inbound Marketing is a marketing philosophy that went to be all the rage during the past years, especially in the USA. Inbound marketing is based on the principle to get found by potential customers within the target group, without disturbing them with traditional marketing instruments like advertisements, direct mailing, cold calling and cold canvassing. The term ‘inbound marketing’ is coined by HubSpot’s Brian Halligan, in 2005. According to HubSpot, inbound marketing is especially effective for small businesses that deal with high dollar values, long research cycles and knowledge-based products. An inbound marketing strategy can consist of: 1. Creating relevant content for the target group 2. Optimizing the search for that content 3. Online promoting of this content, for example using social media marketing, blogging and pay-per-click campaigns 4. Converting website visitors to customers using automated e-mail campaigns
  • 5. Block 2: Strategy & Business Architecture Introduction Architecture? Closed Loop Marketing Used to be easy Source: Hubspot
  • 6. Block 2: Strategy & Business Architecture Introduction Architecture? Closed Loop Marketing Complex Relationship Building Source: Hubspot
  • 7. Block 2: Strategy & Business Architecture Introduction Architecture? Closed Loop Marketing Buyers and influencers Source: Hubspot Buyers: Repeat business: deep- selling & cross-selling Influencers: evangelists, promoters, advocacy Why are the influencers in the Purchase-column ? Forrester Oct. 2012
  • 8. Block 2: Strategy & Business Architecture Introduction Architecture? Closed Loop Marketing Repurchase and Promotion Source: Hubspot Repurchase Promotion
  • 9. Closed Loop Marketing Two Closed Loops….. Source: Hubspot Closed Repurchase Loop Closed Promoter Loop
  • 10. Block 2: Strategy & Business Architecture Introduction Architecture? Closed Loop Marketing Hubspots' closed loop Source: Hubspot Only the closed repurchase loop….?
  • 11. ATTRACT Closed Loop Marketing More detail to understand the loops Awareness Phase Relevance Phase CONVERT Intent Phase Comparison Phase Research Phase CLOSE Re-Purchase Phase Purchase Phase DELIGHT Promotion Phase
  • 12. Block 2: Strategy & Business Architecture Introduction Architecture? Closed Loop Marketing Used to be easy Source: Hubspot Awareness within Convert? Research, Consideration and Intent = Awareness? Confusing… !
  • 13. Block 2: Strategy & Business Architecture Introduction Architecture? Closed Loop Marketing Cradle to Cradle / Omnichannel Awareness Consider/Research Trial/Buy Service Broadcast Direct Mail Store Internet Call center Delight?The Marketeer’s Myopia?
  • 14. HOW DO HUBSPOT EN SALESFORCE SUPPORT THE TWO CLOSED LOOP MECHANISMS ???
  • 15. Closed Loop Marketing Two Closed Loops….. Source: Hubspot Closed Repurchase Loop Closed Promoter Loop
  • 16. Marketing Qualified Lead Sales Qualified Lead Closed Loop Marketing One-directional base Buyer Personas
  • 17. Closed Loop Marketing One-directional base Buyer Personas
  • 18. Closed Repurchase Loop Closed Loop Marketing Closed Repurchase Loop Buyer Personas
  • 19. Out of our network (e.g. employees at customer sites) signals are given that maintenance of management reporting at customer ‘Y’ leaves room for improvement. Lead Marketing Qualified Lead Sales Qualified Lead Customer Promoter Out of Salesforce a Hubspot workflow is initiated, aimed at the Managed Services Offering Closed Loop Marketing Case 1
  • 20. During the evaluation of a finished project, Customer ‘X’ indicates that he is in need of an auditor that can review his data warehouse. An opportunity is added to Salesforce Lead Marketing Qualified Lead Sales Qualified Lead Customer Promotor Out of Salesforce a Hubspot workflow is initiated aimed at the ‘Advice’ service offering Closed Loop Marketing Case 2
  • 21. Closed Promoter Loop Closed Loop Marketing The Closed Promoter Loop Buyer Personas
  • 22. Closed Promoter Loop Closed Repurchase Loop Closed Loop Marketing How do we cope @ FourPoints? Buyer Personas
  • 23. Block 2: Strategy & Business Architecture Introduction Architecture? Closed Loop Marketing Answers….? - Is ‘Delight’ during the Use / Service Phase supported by Salesforce? Or Hubspot? - Can we setup a promotional closed loop through interaction between Salesforce and Hubspot? - Should we use a Cloud Integration Platform (e.g. Zapier) to automate that process using the API’s of Hubspot and Salesforce?