How to Grow Your Business with Social and Inbound marketing

How to Grow Your Business withSOCIAL & INBOUND Marketing + = #SocialContent

Your Presenters: Jamie Grenney Mark Roberge VP of Social Media & Video VP of Sales @Salesforce @HubSpot 2

Today’s Agenda:1 Metrics Your Business Should Focus On2 How to Grow Your Social Database3 Build Deeper Relationships with Prospects4 Using Social Data for Smart Marketing Decisions 3

METRICS YOURBUSINESSSHOULDFOCUS ON

Three Key MetricsThe marketing world is full of metrics, but there are three essential ones to focus on: Leads The # of new leads you bring in. Marketing Qualified The # of leads you qualify Leads for sales follow-up. Sales The number of leads who convert into customers. 6

Leads 7

LEAD A contact who has taken an action to receive information from your company. 8

Track Leads Across Different SourcesMeasure traffic and leads that your marketing channels are driving 9

Track Leads by CampaignMeasure how many leads your campaigns are driving by channel

Three Key Metrics Leads The # of new leads you bring in. Marketing Qualified Leads 11

MARKETING A lead that has converted on aQUALIFIED resource that pushes them down the sales funnel.LEAD 12

MQL Examples: Contact who downloaded an ebook on lead gen, company is 200-1,000 employees & in North America. A contact at a company in the US who filled out the form to request a sales demo or started a trial. A contact at a company whose role makes him/her a decision maker, e.g. a VP or Director.

Grade Your Leads

Track the # of Marketing Qualified LeadsTrack progress on these same marketing qualified events 15

Computing the Marketing SLA MQL Type Average MQL to Value per Revenue / Customer MQL Customer Close % Ebook $160,000 1.0% $1,600 Webinar $100,000 1.5% $3,000 Free Trial $150,000 2.0% $3,000 Tradeshow $125,000 1.0% $1,250 Contact Sales $110,000 10.0% $11,000

Three Key MetricsThe marketing world is full of metrics, but there are three essential ones to focus on: Leads The # of new leads you bring in. Marketing Qualified The # of leads you qualify Leads for sales follow-up. Sales 17

SALE The lead becomes a customer, resulting in a sale for your company. 18

Track #of New Customers GeneratedEnsure that your marketing efforts are bringing in new customers

HOW TO GROWYOUR SOCIALDATABASE

Attract New Prospects and Customers Leads Fill the top of the funnel 21

Traditional Approach to Lead Generation1 Drive Traffic To Your Site 3 Follow Up With Leads 2 Fill Out a Form

The Rise of the Social Customer

Engage In The Conversation

Crack The Code On Viral Marketing

Create Your Content Engine

Content Fuels Website & Social Channels55% more website visitorsfor companies that blog. 79% more Twitter followers for companies that blog.

Social Influence Major Driver of SEO http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings

Know Your Audience

Create Your Content Calendar 1 Big Video / Month

Create Your Content Calendar 1 Big Video / Quarter 4 Blog Posts / Month

Create Your Content Calendar 1 Big Video / Month 4 Blog Posts / Month 8 FB Posts / month

Create Your Content Calendar 1 Big Video / Month 4 Blog Posts / Month 8 FB Posts / Month 16Tweets / month

Create Your Content Calendar 1 Big Video / Month 4 Blog Posts / Month 8 FB Posts / month 16 Tweets / month

Most Common Challenges

Targeted Calls-to-Action On All Content

Soft Offers to Capture Leads

How Social Grows Your Database

BUILD DEEPERRELATIONSHIPSWITHPROSPECTS

Staying Connected in the Mobile Age

Top Tactics To Grow Your Subscribers Advertising for Fan Acquisition Campaigns Driving to Like Gates on Facebook Like & Share Buttons On Your Website Cross-Promote Social on Emails Active Engagement on Social Channels Drum Beat of Great Content!

Listening & Engaging in Real-Time

Making Sense Of All The Data

Creating Your Social Customer Profile Campaign Attribution for Social Touches Web & Social Enhance Lead Scoring Personalize 62 Org Communications Refer to Salesforce.com Safe Harbor Statement. This presentation may contain forward looking statements.

USE SOCIALDATA FORSMARTMARKETINGDECISIONS

Closed Loop Social Intelligence & Analytics

Closed Loop CRM Integration

Track Performance of Social

Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics

Find out how Get yourHubSpot can help customyou take yourinbound marketing demoto the next level. today.WWW.HUBSPOT.COM/DEMO

THANK YOU.

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How to Grow Your Business with Social and Inbound marketing

by HubSpot All-in-one Marketing Software on Jul 26, 2012

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