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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.

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

Published in: Business, Technology

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  • 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. Marketing Has Changed 1950 - 2000 2000 - 2050
  • 3. Outbound Marketing Becoming Hard 800-555-1234 Annoying p Salesperson
  • 4. The Good News!
  • 5. Inbound Marketing Blog g SEO Social Media
  • 6. Relative Cost/Lead for SMBs Source: Survey of 100’s of SMBs - www.HubSpot.com/ROI
  • 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. HubSpot Awards
  • 9. HubSpot Buzz
  • 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. 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. Sales vs. Marketing?
  • 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. Challenges • Lead Volume • Lead Quality • Communication • Measurement
  • 15. Making Sales Love Marketing • Increase Lead Volume • Improve Lead Quality • Provide More Lead Info • Measure Lead Close Rates
  • 16. How to Increase Lead Volume
  • 17. Inbound Marketing Search Engines Blogs Social Media Get Found Convert C t
  • 18. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 19. Optimize Your Content
  • 20. Optimize Your Content
  • 21. Publish Content to Social Media
  • 22. Publish Content to Social Media
  • 23. How to Improve p Lead Quality y
  • 24. Improving Lead Quality Drive more inbound leads Attract the right website visitors Nurture leads to the next step
  • 25. Attract the RIGHT visitors
  • 26. Attract the Right Visitors
  • 27. Lead Nurturing Get leads to take the next step
  • 28. How to Provide More Lead Info
  • 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. Lead Details
  • 31. Salesforce.com or Other CRM
  • 32. How to Measure Lead Close Rates
  • 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. Measure the Lead Funnel
  • 35. Track Visitors, Leads, Sales Track visitors. Track leads. Track customers.
  • 36. Measure Campaign Effectiveness
  • 37. Which Offers Convert Better?
  • 38. Analyze Each Channel
  • 39. Analyze Each Channel
  • 40. Analyze Each Channel
  • 41. Analyze Each Channel
  • 42. Analyze Each Channel
  • 43. Traditional Marketing Marketing  Sales Problems: • Duplicate leads • Limited lead information • No feedback from sales
  • 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. 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. 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