How to Help Your Clients Generate More Sales-Ready Leads

How to Help Your Clients Generate More Sales-Ready Leads Partner Program Webinar Series January 2010 Peter Caputa IV Partner Program Manager Twitter: @pc4media pcaputa@hubspot.com

Your Participation, Feedback, Questions are Welcome • This webinar is for prospective and current HubSpot Partners/Resellers. • Please use the GotoMeeting Chat to ask questions.

Agenda • What is HubSpot? • Before You Can Help them Convert More Leads into Sales… • The Expansion of Marketing’s Role into the Sales Funnel • 5 Steps to Converting More Leads into Sales • Should you Become a HubSpot Partner?

What’s HubSpot? • Inbound marketing software + training • Over 2,000 customers in 2 years • 110+ employees • Doubling investment in software w/ new funding round of 16M

Proven ROI, Industry Recognition Case Studies Cilk Arts Increases Leads 500%, Makana Solutions 3x Leads, 2x Conversions www.HubSpot.com/ROI Awards http://www.hubspot.com/internet-marketing-awards Press http://www.hubspot.com/blog

We Wrote the Inbound Marketing Book “Should You Buy the Book? Yes. Get this book. You’ll get a roadmap of what to do. No matter what kind of business you have -- the public is increasingly going online. On the Web they are looking for products and services to buy; reading reviews and recommendations of other people; and becoming part of online communities that increase their loyalty to the businesses that create such communities. Inbound Marketing will help you put it all together” - Anita Campbell, Small Business Trends www.inboundmarketing.com/book

Inbound Marketing Methodology 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 • Landing Pages • Nurture • Email • Lead Intelligence • Lead Mgmt • Analytics

Determine their Challenges, Goals, Needs http://www.hubspot.com/partner-program-designing-custom-inbound-marketing-proposals/

Assess Inbound Marketing Effectiveness http://www.hubspot.com/partner-program-lead-generation-webinar/

Is Their Website Preventing Their Success? http://www.hubspot.com/Partner-Program-Designing-Websites-for-Lead-Generation-Webinar/

Set Priority Based on Assessment & Goals More Traffic? More Leads? Better Leads?

Set Priority Based on Assessment & Goals More Traffic? More Leads? Better IF Leads? THEN…

Past: Outbound Sales & Marketing List Purchased Marketing Direct Mail Cold Calling Qualifying Sales Presenting $

Future: Inbound Sales & Marketing Traffic: SEO, Blogging, Social Media, PPC Marketing Lead Conversion: Compelling Offers, Landing Pages, Calls to Action Lead Nurturing: Segmentation, Email , Webinars, Blogs Pre-Qualified Leads Passed to Sales: Scoring, Intelligence, Alerts Final Qualifying Sales Presenting $

Inbound Marketing Produces Sales Ready Leads Outbound Funnel Inbound Marketing Funnel Marketing Activities

Need: Generating High Quality Leads Generating high-quality leads 69% Marketing to a lengthening sales 39% cycle Creating perceived value in 'cutting 37% edge' product benefits Generating a high volume of leads 35% Marketing to growing number of 33% people in the buying process Generating public relations 'buzz' 33% Competing in lead generation across % challenged 27% multiple media 0% 20% 40% 60% 80% Source: MarketingSherpa B2B Marketing Benchmark Survey 2009 Methodology: Fielded April 15-20, 2009, N=1,147

The Market is Ready! % using this practice Use CRM system to manage lead 66% process Have system for rating 'qualified' and 55% 'warm' leads Measure lead generation contribution to 54% revenue Collaborate with sales to define sales- 52% ready leads Have a process for nurturing leads not 47% sales-ready Closed-loop tracking from source to 39% conclusion Have a process for handing leads back 31% to marketing 0% 15% 30% 45% 60% 75% Source: MarketingSherpa B2B Marketing Benchmark Survey 2009 Methodology: Fielded April 15-20, 2009, N=1,147

5 Steps: Converting More Leads into Sales 1. Building Strategic Re-useable Content Assets 2. Nurturing Leads with Email 3. Scoring and Tracking Lead Engagement and Interests. 4. Improving Sales Productivity by Providing the Right Data to Sales 5. Getting data and feedback from sales to improve ROI of all marketing activities.

Step 1a: Building Compelling Offers • Are the Offers Compelling? http://blog.hubspot.com/blog/tabid/6307/bid/4793/Are-Your-Compelling- Offers-Actually-Compelling.aspx

Step 1b: Are Landing Pages Well Designed? • Landing Page Basics http://www.hubspot.com/marketing-webinars/optimizing-landing-pages-for-lead- generation-webinar-archive/

Step 1b: Are Landing Pages Well Designed? • Landing Page Examples from Partners http://services.hubspot.com/landing-page/

Step 1c: Are Calls to Action Well Designed? • See Examples Done by Other Partners http://services.hubspot.com/call-to-action/

Step 1d: Monitor Conversion Rates • Quantity vs Quality • Stage of the Funnel? • Different Needs & Buyer Personas

Step 2: Lead Nurturing through Email. Why? Email Lead Nurturing is an automated way of educating a prospect through a series of emails customized to their needs and interest: • Sales lead expert, Mac McIntosh, found that six months after inquiring about a product or service, 67% indicated that they still intended to buy but they were not yet ready. • SiriusDecisions says web-based marketing initiatives will drive more than 70% of inbound leads by 2015, growing from 55% of leads in 2009. • According to Forrester Research, companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost per lead. • According to CSO Insights, companies that excel at lead nurturing have 9% more sales reps make quota, and enjoy a 10% shorter ramp up time for new reps. • According to DemandGen Report, nurtured leads produce a 20 percent increase in sales opportunities versus non-nurtured leads. • According to Tippit, only in the last third of the buying process do buyers want to engage with sales reps.

Step 2a: Structuring Your Lead Nurturing Campaign Around Buyer’s Needs & Interests Lead Nurturing Campaign Email #1 - How to Use Twitter Email #2 - How to Promote Your Blog in Social Media using HubSpot Email #3 – How to Monitor Social Media using HubSpot Email #4 – Set up a Free Trial

Step 2b: Define a Sales Ready Lead What makes a lead more sales ready for your client? Particular conversion event (consultation request)? Multiple conversion events (2 or more)? Particular data (VP Finance title)?

Step 2c: Churn out More Reusable Content What great content should your clients use for lead nurturing? Content they already have! •Blog posts •Webinars •Whitepapers •eBooks •Case studies •Podcasts •Newsletters

Step 2d: Set up Different Types of Lead Nurturing Campaigns Lead Desired Initial nurturing action (2nd Send to sales conversion campaign conversion) Related case Whitepaper study + call to Demo Send to sales download action for live request demo Series of blog articles on Webinar related topic Demo Send to sales registration + call to request action for live demo Series of articles + Conversion A Whitepaper calls to action or Send to sales download to identify Conversion B interest

Step 2e: Build Sequences of Emails

Step 2f: Measure & Improve Click Through Rates

Step 3: Lead Scoring & Intelligence Scoring Lead Intelligence

Step 4: Focus on the Most Interested Prospects • Higher Scores = More Engaged • More pages viewed • More conversions • Create CRM Views for sales people

Step 4: Start Conversations that are Relevant • Give information to salespeople that helps them start or re-engage prospects with relevant questions and messages.

Step 5: Close the Loop by Analyzing Effectiveness of Every Marketing Channel • Measure traffic, leads and SALES that result from each marketing activity and campaign. Customers Acquired

Why HubSpot Wants to Partner with Service Providers • We Make & Sell Software & Training that Most of Your Clients Need • Many of Our Customers Need & Want Coaching & Services Customers 1+1=3 Marketing Service HubSpot Exchanging Value Providers

Start Learning by Doing with the Partner Program • Watch the partner program launch webinar. (Currently being updated to reflect new pricing, products and partner margin share.) • Partners get special access to extended free trials. • Contact Pete Caputa w/ questions about your trial. http://www.hubspot.com/partners

How Agencies Benefit from Partnering with HubSpot • Serve Clients Better. Efficiently Level of Importance to You • New Revenue from New Services • Growth from Exposure & Referrals • Direct Revenue from HubSpot

We Want to Help You Grow Your Business… "Our agency is on pace to grow 130 – 150% this year… Obviously there is demand in the market for these services that will likely increase as HubSpot's profile does. I don’t know if we could build a profitable model around Inbound Marketing services without HubSpot.” -Paul Roetzer | President, PR 20/20 Watch the case study: http://bit.ly/ZjGs1

How we Plan to Support Our New Partners 1. Extended Free Trials for You, Your Clients 2. Access to Inbound Marketing Methodology 3. Partner Training Curriculum Delivering Inbound Marketing Services. Cost to Partner with HubSpot: Your Time

Learn the Value of the HubSpot Software • Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS • Gives you access to http://success.hubspot.com

How we Plan to Support Our New Partners 1. Extended Free Trials for You, Your Clients 2. Access to Inbound Marketing Methodology 3. Partner Training Curriculum Delivering Inbound Marketing Services. Cost to Partner with HubSpot: Your Time

Learn the Value of the HubSpot Software • Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS • Gives you access to http://success.hubspot.com

Supplemental Slides

Lead Nurturing in Lead Manager • Individual lead nurturing details • See what campaign they received, when the emails were sent, if they clicked on any of the emails, if they opted out or if their email bounced

Lead Nurturing in Form Manager • View what campaign a form is associated with

Lead Nurturing in Landing Page Manager • View what lead nurturing campaigns a landing page is associated with • Live in the next couple of days

Lead Nurturing in Form Builder • You can associate a from with a lead nurturing campaign in form details when you are setting up the form

Lead Nurturing in the API Settings

SFDC Integration

Lead Import

http://www.hubspot.com	23
http://www.slideshare.net	11
http://www.lmodules.com	1

How to Help Your Clients Generate More Sales-Ready Leads

by HubSpot All-in-one Marketing Software on Jan 08, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 35

Statistics

How to Help Your Clients Generate More Sales-Ready Leads — Presentation Transcript