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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