2012 11-08 synergy v3

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  • 1. Modern Sales & Marketing Best Practices Synergy 2012 Mark Roberge SVP of Sales and Services, HubSpot @markroberge
  • 2. TRANSFORMATION AND PERSONALIZATION, NOT AUTOMATION
  • 3. Outbound Marketing3 @markroberge
  • 4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson4 @markroberge
  • 5. Inbound Marketing: Align with Buyer Behavior Blog SEO Social Media5 @markroberge
  • 6. How Do You Get to the Top?
  • 7. Social Authority is Largest Influencer of SEO http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
  • 8. SEO = Create & Promote Content Blog SEO Social Media8 @markroberge
  • 9. IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND LEADS FOR B2B & B2C COMPANIES 1800 1600 1400 1200 NEW 1000 LEADS INDEX 800 B2B 600 B2C 400 200 0Share This Report! MONTHLY BLOG POSTS http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • 10. 100+ Examples of Inbound Success http://www.hubspot.com/customer-case-studies/10 @markroberge
  • 11. TRANSFORMATION AND PERSONALIZATION, NOT AUTOMATION1. Align Marketing with Modern Buyer Behavior: Inbound Marketing
  • 12. Create Your Content Engine Create Your Content Engine12 @markroberge
  • 13. Create Your Content Calendar Create Your Content Calendar 1 eBook w/ LP / Month13 @markroberge
  • 14. Create Your Content Calendar Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month14 @markroberge
  • 15. Create Your Content Calendar Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month15 @markroberge
  • 16. Create Your Content Calendar Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month 16 Tweets / month16 @markroberge
  • 17. Create Your Content Calendar Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / month 16 Tweets / month17 @markroberge
  • 18. TRANSFORMATION AND PERSONALIZATION, NOT AUTOMATION1. Align Marketing with Modern Buyer Behavior: Inbound Marketing2. Attract Prospects with Your Content Engine
  • 19. Your List Expires at ~25% / YearYear 1 Year 2 Year 350K 21K
  • 20. 20
  • 21. Marketing Automation Expiration 500 Leads 50K list 4% CTR 25% Conversion 42 Leads 21K list 1% CTR 20% Conv21 @markroberge
  • 22. TRANSFORMATION AND PERSONALIZATION, NOT AUTOMATION1. Align Marketing with Modern Buyer Behavior: Inbound Marketing2. Attract Prospects with Your Content Engine3. Avoid Death by Marketing Automation
  • 23. Traditional Marketing Automation CONTEXT MEDIUM
  • 24. Personalization, Not Automation CONTEXT MEDIUM Owner Ollie Marketing MaryEnterprise Erin
  • 25. TRANSFORMATION AND PERSONALIZATION, NOT AUTOMATION1. Align Marketing with Modern Buyer Behavior: Inbound Marketing2. Attract Prospects with Your Content Engine3. Avoid Death by Marketing Automation4. Convert Sales through Personalizaton
  • 26. The Marketing SLA Owner Ollie Leads Marketing Mary Leads (1-100 Employees) (100-2,000 Employees) Lead Type Lead Value Lead Type Lead Value Webinar $.07 Webinar $.35 eBook $.05 eBook $.45 Free Trial $.45 Free Trial $2.10 Demo Request $.95 Demo Request $2.75 Enterprise Erin Leads (2,000+ Employees) Lead Type Lead Value Webinar $.85 eBook $1.00* Data has been altered from actual Free Trial $4.25HubSpot data for the purposes of thispresentation Demo Request $6.10
  • 27. The Sales SLA LTV / COCA Attempt # Ollie Leads Mary Leads Erin Leads* Data has been altered from actual HubSpot data for the purposes of this presentation
  • 28. Daily Accountability for Marketing & Sales* Data has been altered from actual HubSpot data for the purposes of this presentation
  • 29. TRANSFORMATION AND PERSONALIZATION, NOT AUTOMATION1. Align Marketing with Modern Buyer Behavior: Inbound Marketing2. Attract Prospects with Your Content Engine3. Avoid Death by Marketing Automation4. Convert Sales through Personalizaton5. Align Sales and Marketing
  • 30. createmarketingpeople love
  • 31. Content
  • 32. Context
  • 33. www.HubSpot.com/3#inbound12
  • 34. THANKSMark RobergeSVP of Sales and Services, HubSpot@markroberge