Webinar.2010 Planning Using Hub Spot

Plan a Killer 2010 Marketing Mix Using HubSpot Kirsten Knipp, Product Evangelism Ellie Mirman, Inbound Marketer

Agenda • 2009 | What a Year! • 2010 | Are you ready? • Why is marketing plan important? • Anatomy of Marketing Planning • 3 Tips for Your 2010 Marketing Plan • HubSpot in Action: Building a 2010 Plan • 2009 in Review Using HubSpot • How to Set up Tests for 2010 • Key Takeaways • 2010 Crystal Ball • Q&A

2009 … What a Year! More Social Media More Content & Search Sales Cycles Longer Marketing Budgets Cut More ROI Scrutiny Do More & Do It Smarter with Less

Do you need a marketing plan?

Budgeting Tug of War | NOT Fun

ROI is the Key to Budget Approval

Anatomy of a Marketing Plan

Anatomy of a Marketing Plan … • Market Review • Competitive Review • Product and Business Review • Goals & Objectives • Strategies • Action Plan & Implementation • Evaluation Source: http://money.howstuffworks.com/marketing-plan4.htm

Tip 1: Don’t overthink it … • What did you achieve in 2009? • Revenue? • Leads? Qualified Leads? • Other? • What worked & what didn’t? • What are your 2010 business goals? • Revenue? • Leads? Qualified Leads? • Other? • Do more of what worked & test a few new ideas

Tip 2: Embrace Testing & New Media

Tip 3: Copy What Works "A key to staying profitable in these tight economic times is knowing what's working for your competition," said Susanne Sicilian, VP of events at MarketingProfs.

HubSpot in Action: Building a 2010 Plan

HubSpot In Action: Marketing Analytics • The CEO View • Demo: Lead Source Drill Downs • Blog Leads & Results • Social Media Analysis • Landing Page Analysis & Testing • Competitive Results

HubSpot in Action: How was 2009? Exact figures have been obscured to protect confidential information.

HubSpot in Action: Landing Page Lessons?

HubSpot in Action: Testing Small Bets?

HubSpot in Action: Blog Results?

HubSpot in Action: Social Media Results?

HubSpot in Action: What about competitors?

Takeaways & 2010 Predictions

Planning with HubSpot Key Takeaways  Review Macro 2009 to Goal Set for 2010  Determine what worked in 2009  Measure traffic, leads & conversion You CAN measure Social Media  Invest more in what worked  Test new tactics: campaigns, calls to action, landing pages & more  Keep an eye on the competition  EXECUTE, MEASURE, REFINE …

2010 … Crystal Ball … Marketing Budgets Flat Social & Email Marketing Spends Up Lead Nurturing Adoption Triples Traditional Businesses Embrace Social & Online Do More & Do It Smarter

Questions & Additional Resources

Thank You!!!

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Webinar.2010 Planning Using Hub Spot

by HubSpot All-in-one Marketing Software on Dec 21, 2009

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Webinar.2010 Planning Using Hub Spot — Presentation Transcript