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0 to 2,500 Customers with No Cold Calls

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  • 1. 0 to 2,500 Customers with No Cold Calls AA-ISP: 2010 Leadership Summit (#LS10) May 12th, 2010 Mark Roberge HubSpot @markroberge
  • 2. Inbound Demand Generation 2 @markroberge
  • 3. Outbound Demand Generation 3 @markroberge
  • 4. Outbound Demand Generation is Getting Harder 800-555-1234 Annoying Salesperson 4 @markroberge
  • 5. Inbound Demand Generation Blog SEO Social Media 5 @markroberge
  • 6. Demand Generation - Key Take Away Compliment existing demand generation with an inbound strategy Have Marketing invest 3 hours per week creating and promoting content online 6 @markroberge
  • 7. Sales and Marketing Alignment, or SMarketing 7 @markroberge
  • 8. Use Science Not Gut to Determine Sales-Ready Leads SEO BLOG Social Media Visitors Visitors Visitors Leads Leads Leads SEO Customers Blog Customers Social Media Customers [LTV of SEO [LTV of Blog [LTV of Social Media Customers] Customers] Customers] 8
  • 9. Hold Marketing Accountable to Lead Quality and Quantity • MTD Rejected New Lead Rate (target < 5%): 4.6% • MTD 7 Day Lead to Opportunity Conv (target > 33%): 44% • MTD % Leads from B2B >1K employees (target > 20%): 23% 9 * Data has been altered from actual HubSpot data for the purposes of this presentation
  • 10. Use Science, Not Gut, to Find Optimal Attempts per Lead 8 6 LTV / COCA 4 2 0 1 3 5 7 9 11 13 Attempt # All Leads 1-10 employees 11-25 employees 26-50 employees 51+ employees
  • 11. Hold Sales Accountable to Attempt Quantity and Quality * Data has been altered from actual HubSpot data for the purposes of this presentation 11
  • 12. Sales and Marketing Alignment - Key Take Away Use Historical Data to Define a Sales and Marketing SLA Hold accountable through daily reports Re-visit the SLAs quarterly 12 @markroberge
  • 13. Metrics that Drive Results Versus Activity 13 @markroberge
  • 14. Measure Reps on LTV Generated per Month LTV per Month Reps
  • 15. “Peal Back the Onion” on Revenue Production Each Color Represents a Different Sales Rep * Data has been altered from actual HubSpot data for the purposes of this presentation
  • 16. 3.11 “Peal Back the Onion” on Lead-Worked-to-Demo Ratio Lead-Worked-to-Connect Ratio Connect-to-Demo Ratio * Data has been altered from actual HubSpot data for the purposes of this presentation
  • 17. Metrics - Key Take Away “Peel Back the Onion” on the Metrics to Identify the Area Where Coaching Can Have the Greatest Impact 17 @markroberge
  • 18. Final Thoughts … 18 18 @markroberge
  • 19. What is HubSpot? Lead Landing Social SEO CMS Blog Leads Analytics Expertise Nurture Pages Media On- Web Word Lead Mktg Eloqua Radian6 Drupal Google Dialog CEO Press Lander Profs Manti- Web Buzz Core Mktg Marketo Ektron Blogger VTrenz core Position Metrics Metrics Sherpa HubSpot 19 @markroberge
  • 20. What is HubSpot? • Founded in 2006 from research at MIT • Over 2,500+ customers • 130+ employees
  • 21. Additional Resources Grade your website at www.WebsiteGrader.com Read the Inbound Marketing Book www.InboundBook.com HubSpot ROI Study www.hubspot.com/roi Start your free trial of HubSpot software www.HubSpot.com/free-trial
  • 22. Thank You! #LC10 Mark Roberge HubSpot @markroberge
  • 23. More on HubSpot Product
  • 24. Tools to Get Found: SEO • Keyword Grader • Link Grader • Page Grader 24 @markroberge
  • 25. Tools to Get Found: Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing 25 @markroberge
  • 26. Tools to Convert: Leads • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling • Lead Nurturing 26 @markroberge
  • 27. Tools to Analyze: Competitor Tracking 27 @markroberge
  • 28. Tools to Analyze: Marketing Campaigns • Assess the effectiveness of your marketing on a campaign-by-campaign level • Optimize resource allocation to maximize sales 28 @markroberge