Creating a Sales & Marketing
Love Affair w/HubSpot Software

Mike Volpe              Ellie Mirman
VP Marketing @HubSpot   ...
Marketing Has Changed

   1950 - 2000          2000 - 2050
Outbound Marketing Becoming Hard
                            800-555-1234
                            Annoying
           ...
The Good News!
Inbound Marketing

   Blog
      g        SEO   Social Media
Relative Cost/Lead for SMBs




   Source: Survey of 100’s of SMBs - www.HubSpot.com/ROI
HubSpot Background
•   Founded:  2006             1,500+ Customers
•   Team:  95 (15 MIT)
    T      95 (15 MIT)
•   A:  $...
HubSpot Awards
HubSpot Buzz
Proven ROI of Inbound Marketing

     Cilk Arts Increases Leads 500%


     Makana Solutions 3x Leads, 2x Conversions


  ...
HubSpot Inbound Marketing
  Process                         Tools
Get Found                   Get Found
• Publish         ...
Sales vs. Marketing?
Overheard in sales…

 •   All the leads suck.
 •   We don’t get enough leads.
 •   None of the leads close
               ...
Challenges

 •   Lead Volume
 •   Lead Quality
 •   Communication
 •   Measurement
Making Sales Love Marketing

 •   Increase Lead Volume
 •   Improve Lead Quality
 •   Provide More Lead Info
 •   Measure ...
How to Increase
 Lead Volume
Inbound Marketing
   Search Engines      Blogs    Social Media




                    Get Found

                     Con...
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
Optimize Your Content
Optimize Your Content
Publish Content to Social Media
Publish Content to Social Media
How to Improve
         p
 Lead Quality
            y
Improving Lead Quality


   Drive more inbound leads

   Attract the right website visitors

   Nurture leads to the next ...
Attract the RIGHT visitors
Attract the Right Visitors
Lead Nurturing

 Get leads to take the next step
How to Provide
More Lead Info
Provide More Lead Information


   Give sales a more complete picture

   Show the activity on each lead

   Customize fol...
Lead Details
Salesforce.com or Other CRM
How to Measure
Lead Close Rates
Closed Loop Marketing Measurement


   Track leads all the way through sales

   Tie website visitors to closed deals

   ...
Measure the Lead Funnel
Track Visitors, Leads, Sales




 Track visitors. Track leads. Track customers.
Measure Campaign Effectiveness
Which Offers Convert Better?
Analyze Each Channel
Analyze Each Channel
Analyze Each Channel
Analyze Each Channel
Analyze Each Channel
Traditional Marketing


   Marketing                  Sales

 Problems:
 • Duplicate leads
 • Limited lead information
 • ...
HubSpot Closed Loop Marketing
                                     • de-duplicate leads
                                  ...
HubSpot Closed Loop Marketing
 • Improve Marketing
   • I
     Increase lead quality
              l d      lit
   • Learn...
Thank You!

   www.HubSpot.com/Free-Trial
   www HubSpot com/Free Trial

Mike Volpe              Ellie Mirman
VP Marketing...
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How to Create a Sales and Marketing Love Affair Using HubSpot

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Learn how to align your sales and marketing with HubSpot closed loop analytics and lead management.

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How to Create a Sales and Marketing Love Affair Using HubSpot

  1. 1. Creating a Sales & Marketing Love Affair w/HubSpot Software Mike Volpe Ellie Mirman VP Marketing @HubSpot Inbound Marketing Manager Twitter: @mvolpe Twitter: @ellieeille
  2. 2. Marketing Has Changed 1950 - 2000 2000 - 2050
  3. 3. Outbound Marketing Becoming Hard 800-555-1234 Annoying p Salesperson
  4. 4. The Good News!
  5. 5. Inbound Marketing Blog g SEO Social Media
  6. 6. Relative Cost/Lead for SMBs Source: Survey of 100’s of SMBs - www.HubSpot.com/ROI
  7. 7. HubSpot Background • Founded:  2006 1,500+ Customers • Team:  95 (15 MIT) T 95 (15 MIT) • A:  $5m General Catalyst • B:  $12m Matrix Partners • Outside Director: Outside Director: Gail Goodman, CEO  Constant Contact (CTCT) Constant Contact (CTCT)
  8. 8. HubSpot Awards
  9. 9. HubSpot Buzz
  10. 10. Proven ROI of Inbound Marketing Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads g p Source: www.HubSpot.com/ROI
  11. 11. HubSpot Inbound Marketing Process Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs • Target Convert C t • Landing Pages • Nurture • Email • Lead Intelligence • Lead Mgmt • Analytics
  12. 12. Sales vs. Marketing?
  13. 13. Overheard in sales… • All the leads suck. • We don’t get enough leads. • None of the leads close close. • Marketing is a waste of money.
  14. 14. Challenges • Lead Volume • Lead Quality • Communication • Measurement
  15. 15. Making Sales Love Marketing • Increase Lead Volume • Improve Lead Quality • Provide More Lead Info • Measure Lead Close Rates
  16. 16. How to Increase Lead Volume
  17. 17. Inbound Marketing Search Engines Blogs Social Media Get Found Convert C t
  18. 18. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  19. 19. Optimize Your Content
  20. 20. Optimize Your Content
  21. 21. Publish Content to Social Media
  22. 22. Publish Content to Social Media
  23. 23. How to Improve p Lead Quality y
  24. 24. Improving Lead Quality Drive more inbound leads Attract the right website visitors Nurture leads to the next step
  25. 25. Attract the RIGHT visitors
  26. 26. Attract the Right Visitors
  27. 27. Lead Nurturing Get leads to take the next step
  28. 28. How to Provide More Lead Info
  29. 29. Provide More Lead Information Give sales a more complete picture Show the activity on each lead Customize follow-up to activity follow up
  30. 30. Lead Details
  31. 31. Salesforce.com or Other CRM
  32. 32. How to Measure Lead Close Rates
  33. 33. Closed Loop Marketing Measurement Track leads all the way through sales Tie website visitors to closed deals Tie closed deals to lead sources or campaigns
  34. 34. Measure the Lead Funnel
  35. 35. Track Visitors, Leads, Sales Track visitors. Track leads. Track customers.
  36. 36. Measure Campaign Effectiveness
  37. 37. Which Offers Convert Better?
  38. 38. Analyze Each Channel
  39. 39. Analyze Each Channel
  40. 40. Analyze Each Channel
  41. 41. Analyze Each Channel
  42. 42. Analyze Each Channel
  43. 43. Traditional Marketing Marketing  Sales Problems: • Duplicate leads • Limited lead information • No feedback from sales
  44. 44. HubSpot Closed Loop Marketing • de-duplicate leads • import to CRM p • lead intelligence Marketing  Sales • contact info & status updates • closed l l d loop d t t analyze data to l
  45. 45. HubSpot Closed Loop Marketing • Improve Marketing • I Increase lead quality l d lit • Learn which marketing programs are working and which aren’t aren t • Increase marketing ROI • I Improve Sales S l • Help sales prioritize leads • Help sales make warmer calls • Increase sales close rate • Increase sales ROI
  46. 46. Thank You! www.HubSpot.com/Free-Trial www HubSpot com/Free Trial Mike Volpe Ellie Mirman VP Marketing @HubSpot Inbound Marketing Manager Twitter: @mvolpe Twitter: @ellieeille
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