0 to 2,500 Customers with No Cold Calls
 

0 to 2,500 Customers with No Cold Calls

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    0 to 2,500 Customers with No Cold Calls 0 to 2,500 Customers with No Cold Calls Presentation Transcript

    • 0 to 2,500 Customers with No Cold Calls AA-ISP: 2010 Leadership Summit (#LS10) May 12th, 2010 Mark Roberge HubSpot @markroberge
    • Inbound Demand Generation 2 @markroberge
    • Outbound Demand Generation 3 @markroberge
    • Outbound Demand Generation is Getting Harder 800-555-1234 Annoying Salesperson 4 @markroberge
    • Inbound Demand Generation Blog SEO Social Media 5 @markroberge
    • 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
    • Sales and Marketing Alignment, or SMarketing 7 @markroberge
    • 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
    • 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
    • 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
    • Hold Sales Accountable to Attempt Quantity and Quality * Data has been altered from actual HubSpot data for the purposes of this presentation 11
    • 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
    • Metrics that Drive Results Versus Activity 13 @markroberge
    • Measure Reps on LTV Generated per Month LTV per Month Reps
    • “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
    • 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
    • Metrics - Key Take Away “Peel Back the Onion” on the Metrics to Identify the Area Where Coaching Can Have the Greatest Impact 17 @markroberge
    • Final Thoughts … 18 18 @markroberge
    • 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
    • What is HubSpot? • Founded in 2006 from research at MIT • Over 2,500+ customers • 130+ employees
    • 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
    • Thank You! #LC10 Mark Roberge HubSpot @markroberge
    • More on HubSpot Product
    • Tools to Get Found: SEO • Keyword Grader • Link Grader • Page Grader 24 @markroberge
    • Tools to Get Found: Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing 25 @markroberge
    • Tools to Convert: Leads • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling • Lead Nurturing 26 @markroberge
    • Tools to Analyze: Competitor Tracking 27 @markroberge
    • 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