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Measuring Marketing to Drive Sales Success
 

Measuring Marketing to Drive Sales Success

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In today's business environment, marketers are doing more with less and are forced to make tough business decisions that help move company sales in the right direction. By partnering with sales to ...

In today's business environment, marketers are doing more with less and are forced to make tough business decisions that help move company sales in the right direction. By partnering with sales to measure both the quantity and quality of digital marketing campaigns marketers can make changes as necessary, as campaigns are underway, to generate the best results. This session will cover how to create joint SLAs that create common language and goals, getting sales to honestly rate and call leads, how to use tools to grade, filter leads and nurture leads and ultimately how to analyze results of closing the sales and marketing loop. Marketing is only as good as Sales' last month - use data to ensure your team is delivering the best leads to meet your business goals.

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    Measuring Marketing to Drive Sales Success Measuring Marketing to Drive Sales Success Presentation Transcript

    • Measuring Marketing to Drive Sales Success
      Inbound Marketing Summit (#IMS11)
      June 8th, 2011
      Mark Roberge
      HubSpot
      @markroberge
    • General characteristics of sales people?
      INTELLIGENT
      LAZY
      HARD WORKING
      AGGRESSIVE
      SELFISH
      STRATEGIC
      OVERPAID
      EMPATHETIC
    • Use Science Not Gut to Determine Sales-Ready Leads
      BLOG
      Social Media
      SEO
      Visitors
      Visitors
      Visitors
      Leads
      Leads
      Leads
      Blog Customers
      Social Media Customers
      SEO Customers
      [LTV of Blog
      Customers]
      [LTV of Social Media
      Customers]
      [LTV of SEO
      Customers]
      3
    • Hold Marketing Accountable to Lead Quality and Quantity
      • MTD Rejected New Lead Rate (target < 5%): 4.6%
      • MTD 7 Day Lead to Opportunity Conv (target > 33%): 44%
      • MTD % Leads from B2B >1K employees (target > 20%): 23%
      * Data has been altered from actual HubSpot data for the purposes of this presentation
      4
    • Use Science, Not Gut, to Find Optimal Attempts per Lead
      LTV / COCA
      Attempt #
    • Hold Sales Accountable to Attempt Quantity and Quality
      * Data has been altered from actual HubSpot data for the purposes of this presentation
      6
    • Action Items
      Define your Sales & Marketing SLA
      Train the teams
      Implement processes to hold them accountable
    • Let Inbound Marketing Feed Marketing Automation
      Source: survey of hundreds of businesses: HubSpot.com/ROI
    • REFRESH and Cleanse Marketing Database
      http://www.hubspot.com/the-science-of-email-marketing/
    • Quick sales response time = more success
      http://www.insidesales.com/images/LRM_07_short.pdf
    • Action Items
      Use inbound marketing to feed your marketing automation
      Ensure you are replenishing at least 30% of your email list every year
      Automate filtering and make sure inbound leads are called right away
    • Correlation between social media and search rank
      http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
    • Action Items
      Account for search in the ROI of your social media efforts
      Focus social media efforts on prospects AND digital influencers in your industry
    • Additional Resources
      Inbound Marketing University
      www.inboundmarketing.com
      Read the Inbound Marketing Book www.InboundBook.com
      HubSpot Welcome – Facebook CTA tool
      [Search for “HubSpot Welcome” in Facebook]
      Grade your website at www.WebsiteGrader.com
      Start your free trial of HubSpot software www.HubSpot.com/free-trial
    • Thank You!
      Mark Roberge
      HubSpot
      @markroberge