How to Help Your Clients Generate More Sales-Ready Leads

Partner Program Webinar Series
January 2010
                    ...
Your Participation, Feedback, Questions are Welcome


• This webinar is for prospective and current HubSpot
  Partners/Res...
Agenda

• What is HubSpot?
• Before You Can Help them Convert More
  Leads into Sales…
• The Expansion of Marketing’s Role...
What’s HubSpot?




 •   Inbound marketing software + training
 •   Over 2,000 customers in 2 years
 •   110+ employees
 •...
Proven ROI, Industry Recognition
                  Case Studies
      Cilk Arts Increases Leads 500%, Makana Solutions
   ...
We Wrote the Inbound Marketing Book




“Should You Buy the Book?         Yes. Get this book. You’ll get a
roadmap of what...
Inbound Marketing Methodology
  Process                     Tools
Get Found                Get Found
• Publish            ...
Agenda

• What is HubSpot?
• Before You Can Help them Convert More
  Leads into Sales…
• The Expansion of Marketing’s Role...
Determine their Challenges, Goals, Needs




http://www.hubspot.com/partner-program-designing-custom-inbound-marketing-pro...
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-Genera...
Set Priority Based on Assessment & Goals




              More Traffic?

              More Leads?
                 Bette...
Set Priority Based on Assessment & Goals




             More Traffic?
             More Leads?
              Better
    ...
Agenda

• What is HubSpot?
• Before You Can Help them Convert More
  Leads into Sales…
• The Expansion of Marketing’s Role...
Past: Outbound Sales & Marketing

               List Purchased
Marketing




                 Direct Mail

              ...
Future: Inbound Sales & Marketing

            Traffic: SEO, Blogging, Social Media, PPC
Marketing




              Lead ...
Inbound Marketing Produces Sales Ready Leads

     Outbound Funnel                          Inbound Marketing Funnel




 ...
Need: Generating High Quality Leads

                Generating high-quality leads                                        ...
The Market is Ready!
                                                            % using this practice

              Use ...
Agenda

• What is HubSpot?
• Before You Can Help them Convert More
  Leads into Sales…
• The Expansion of Marketing’s Role...
5 Steps: Converting More Leads into Sales

 1.   Building Strategic Re-useable Content Assets

 2.   Nurturing Leads with ...
Step 1a: Building Compelling Offers
 •     Are the Offers Compelling?




 http://blog.hubspot.com/blog/tabid/6307/bid/479...
Step 1b: Are Landing Pages Well Designed?

 •      Landing Page Basics




 http://www.hubspot.com/marketing-webinars/opti...
Step 1b: Are Landing Pages Well Designed?

 •      Landing Page Examples from Partners




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




 http://services.hubspot.com/ca...
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 ...
Step 2a: Structuring Your Lead Nurturing
Campaign Around Buyer’s Needs & Interests



          Lead Nurturing Campaign

 ...
Step 2b: Define a Sales Ready Lead

   What makes a lead more sales ready
           for your client?

Particular convers...
Step 2c: Churn out More Reusable Content

 What great content should your clients
        use for lead nurturing?
        ...
Step 2d: Set up Different Types of Lead
Nurturing Campaigns
                     Lead            Desired
    Initial
     ...
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 conversio...
Step 4: Start Conversations that are Relevant

 • Give information to salespeople that
   helps them start or re-engage pr...
Step 5: Close the Loop by Analyzing
Effectiveness of Every Marketing Channel
 • Measure traffic, leads and SALES that
   r...
Agenda

• What is HubSpot?
• Before You Can Help them Convert More
  Leads into Sales…
• The Expansion of Marketing’s Role...
Why HubSpot Wants to Partner with Service Providers

•   We Make & Sell Software & Training that Most of
    Your Clients ...
Start Learning by Doing with the Partner Program

• Watch the partner program launch webinar. (Currently being
  updated t...
How Agencies Benefit from Partnering with HubSpot



                                • Serve Clients Better. Efficiently
 ...
We Want to Help You Grow Your Business…
"Our agency is on pace to grow 130 – 150% this year…
  Obviously there is demand i...
How we Plan to Support Our New Partners

1. Extended Free Trials for You, Your Clients
2. Access to Inbound Marketing
   M...
Learn the Value of the HubSpot Software

•   Start a 30 day free trial for your
    website. http://bit.ly/99SOv or client...
How we Plan to Support Our New Partners

1. Extended Free Trials for You, Your Clients
2. Access to Inbound Marketing
   M...
Learn the Value of the HubSpot Software

•   Start a 30 day free trial for your
    website. http://bit.ly/99SOv or client...
Supplemental Slides
Lead Nurturing in Lead Manager
 • Individual lead nurturing details
 • See what campaign they received, when the emails
 w...
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...
Lead Nurturing in Form Builder
 • You can associate a from with a lead nurturing campaign
   in form details when you are ...
Lead Nurturing in the API Settings
SFDC Integration
Lead Import
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How to Help Your Clients Generate More Sales-Ready Leads

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This presentation will help you understand the services and processes that forward thinking marketing firms are providing to help their clients nurture more of their inbound leads into qualified, warm, sales-ready leads.

You'll learn a 5 step process to help clients turn more leads into sales, including:

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.

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How to Help Your Clients Generate More Sales-Ready Leads

  1. 1. 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
  2. 2. Your Participation, Feedback, Questions are Welcome • This webinar is for prospective and current HubSpot Partners/Resellers. • Please use the GotoMeeting Chat to ask questions.
  3. 3. 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?
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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?
  9. 9. Determine their Challenges, Goals, Needs http://www.hubspot.com/partner-program-designing-custom-inbound-marketing-proposals/
  10. 10. Assess Inbound Marketing Effectiveness http://www.hubspot.com/partner-program-lead-generation-webinar/
  11. 11. Is Their Website Preventing Their Success? http://www.hubspot.com/Partner-Program-Designing-Websites-for-Lead-Generation-Webinar/
  12. 12. Set Priority Based on Assessment & Goals More Traffic? More Leads? Better Leads?
  13. 13. Set Priority Based on Assessment & Goals More Traffic? More Leads? Better IF Leads? THEN…
  14. 14. 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?
  15. 15. Past: Outbound Sales & Marketing List Purchased Marketing Direct Mail Cold Calling Qualifying Sales Presenting $
  16. 16. 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 $
  17. 17. Inbound Marketing Produces Sales Ready Leads Outbound Funnel Inbound Marketing Funnel Marketing Activities
  18. 18. 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
  19. 19. 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
  20. 20. 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?
  21. 21. 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.
  22. 22. 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
  23. 23. Step 1b: Are Landing Pages Well Designed? • Landing Page Basics http://www.hubspot.com/marketing-webinars/optimizing-landing-pages-for-lead- generation-webinar-archive/
  24. 24. Step 1b: Are Landing Pages Well Designed? • Landing Page Examples from Partners http://services.hubspot.com/landing-page/
  25. 25. Step 1c: Are Calls to Action Well Designed? • See Examples Done by Other Partners http://services.hubspot.com/call-to-action/
  26. 26. Step 1d: Monitor Conversion Rates • Quantity vs Quality • Stage of the Funnel? • Different Needs & Buyer Personas
  27. 27. 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.
  28. 28. 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
  29. 29. 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)?
  30. 30. 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
  31. 31. 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
  32. 32. Step 2e: Build Sequences of Emails
  33. 33. Step 2f: Measure & Improve Click Through Rates
  34. 34. Step 3: Lead Scoring & Intelligence Scoring Lead Intelligence
  35. 35. Step 4: Focus on the Most Interested Prospects • Higher Scores = More Engaged • More pages viewed • More conversions • Create CRM Views for sales people
  36. 36. Step 4: Start Conversations that are Relevant • Give information to salespeople that helps them start or re-engage prospects with relevant questions and messages.
  37. 37. 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
  38. 38. 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?
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. Supplemental Slides
  48. 48. 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
  49. 49. Lead Nurturing in Form Manager • View what campaign a form is associated with
  50. 50. Lead Nurturing in Landing Page Manager • View what lead nurturing campaigns a landing page is associated with • Live in the next couple of days
  51. 51. 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
  52. 52. Lead Nurturing in the API Settings
  53. 53. SFDC Integration
  54. 54. Lead Import
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