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Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
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Online Marketing & Lead Nurturing in the Era of Social CRM

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Social CRM (SCRM) leverages the power of social media by integrating it with existing marketing processes and systems, such as CRM platforms and marketing automation platforms. The power of this …

Social CRM (SCRM) leverages the power of social media by integrating it with existing marketing processes and systems, such as CRM platforms and marketing automation platforms. The power of this approach makes it easier for marketers to manage and monitor the effectiveness of social media marketing campaigns and understand what’s working and why.

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  • 1. Online Marketing & Lead Nurturing in the Era of Social CRM Mike Volpe Jeanne Hopkins Twitter: @mvolpe Twitter: @JeanneHopkins
  • 2. Who is HubSpot? 160+ Employees in Cambridge, MA (MIT) $33m in VC (3 rounds) Software for Marketing at $3K-18K/year
  • 3. Complicated & Easy & Confusing Integrated Landing Pages Analytics Website Sales Email Blog Tools Social Lead Media SEO Nurturing
  • 4. Growth 3,000 Customers Q1 2007 Q2 2010
  • 5. OLD Stages of Buying Process Cold Calls, Tradeshows Awareness of Need Direct Mail, Advertising Info from Salesperson, Information Industry Analysts Search Linear Process Controlled by Salesperson Sales Evaluation Demos by of References from Sales Alternatives Pay Upfront Buy
  • 6. NEW Stages of Buying Process Blogs, videos, peers Awareness of Need Social media info Info from peers Information Social media sharing Search Dynamic Process Controlled by Customer Evaluation Peer references/reviews of Social media opinions Alternatives Rent product / Buy Buy as a service
  • 7. Marketing is Changing 1950 - 2000 2000 - 2050
  • 8. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
  • 9. The Great News… Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 10. Agenda The internet and Awareness of Need social media have changed each of Information Search these steps. Evaluation As a marketer, of Alternatives what should you do differently at Buy each stage?
  • 11. Agenda Awareness of Need Information Search Evaluation of Alternatives Buy
  • 12. OLD Awareness Building
  • 13. OLD Awareness Building is Harder 800-555-1234 Annoying Salesperson
  • 14. Building Awareness Today Get Found Part of Inbound Marketing • Create Content • Optimize the Content • Promote the Content
  • 15. Publish Everything • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 16. Compose and Optimize Blog Content
  • 17. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 18. SEO = Context and Authority Ranking Algorithm: f(n): Context + Authority
  • 19. Pick the Best Keywords for SEO
  • 20. On-Page SEO (Context) • Page Title • Clean URL • Headers & Content • Description
  • 21. Optimize Content for SEO
  • 22. SEO Authority is Determined by Links
  • 23. Content Makes You Interesting
  • 24. Auto-Post Blog Content to Social & Email New Blog Post: A CEO’s Guide to Internet Marketing
  • 25. Engage in Relevant Conversations
  • 26. Social Media = Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 27. Agenda Awareness of Need Information Search Evaluation of Alternatives Buy
  • 28. OLD Information Search • View trade magazine ads • Read direct mail brochure • Call salesperson • Get brochure • Visit static “brochure website” • Talk at tradeshow
  • 29. NEW! Information Search • Search on Google or Bing • Search in social media (Facebook, Twitter, LinkedIn) • Search YouTube videos • Search in blogosphere • Search for relevant vendor website
  • 30. Information Search Today • Optimize the Content for key search terms • Promote the Content in all relevant channels • Convert Website Visitors to Leads • Convert Leads to Customers
  • 31. No Call to Action
  • 32. Good Homepage Call to Action
  • 33. Landing Pages Convert
  • 34. Landing Pages & Forms
  • 35. Engage Leads with Social Media
  • 36. Monitor Your Brand Mentions
  • 37. Social Media = The NEW Database
  • 38. Evolution of the Database
  • 39. Opt-ins via Social Media
  • 40. Opt-ins via Social Media
  • 41. Agenda Awareness of Need Information Search Evaluation of Alternatives Buy
  • 42. OLD Evaluation • In person demonstration • Customer references from salesperson
  • 43. NEW! Evaluation • Online demo or free trial • Find your own references
  • 44. Showcase Your Great References http://twitter.com/hubspot/favorites
  • 45. Lead Alerts
  • 46. Re-Engage with Email Marketing
  • 47. Re-Engage with Lead Nurturing
  • 48. Agenda Awareness of Need Information Search Evaluation of Alternatives Buy Measurement
  • 49. Benchmarking vs. Competition
  • 50. Closed Loop Marketing Analytics • Assess the effectiveness of your marketing on a campaign-by-campaign level • Optimize resource allocation to maximize sales
  • 51. Measure by Channel or Source Visitors Leads Sales SEO Social Media
  • 52. What’s the Next Step? You don’t need 5+ marketing tools You need just ONE Everything discussed today is possible using HubSpot software
  • 53. Complicated & Easy & Confusing Integrated Landing Pages Analytics Website Sales Email Blog Tools Social Lead Media SEO Nurturing
  • 54. Growth 3,000 Customers Q1 2007 Q2 2010
  • 55. Proven ROI by 3,000+ Customers 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 www.HubSpot.com/ROI
  • 56. Q&A Free Trial: www.HubSpot.com/free-trial Mike Volpe Jeanne Hopkins Twitter: @mvolpe Twitter: @JeanneHopkins

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