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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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  • 1. Measuring Marketing to Drive Sales Success
    Inbound Marketing Summit (#IMS11)
    June 8th, 2011
    Mark Roberge
    HubSpot
    @markroberge
  • 2. General characteristics of sales people?
    INTELLIGENT
    LAZY
    HARD WORKING
    AGGRESSIVE
    SELFISH
    STRATEGIC
    OVERPAID
    EMPATHETIC
  • 3. 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
  • 4. Hold Marketing Accountable to Lead Quality and Quantity
    • MTD Rejected New Lead Rate (target < 5%): 4.6%
    • 5. MTD 7 Day Lead to Opportunity Conv (target > 33%): 44%
    • 6. MTD % Leads from B2B >1K employees (target > 20%): 23%
    * Data has been altered from actual HubSpot data for the purposes of this presentation
    4
  • 7. Use Science, Not Gut, to Find Optimal Attempts per Lead
    LTV / COCA
    Attempt #
  • 8. Hold Sales Accountable to Attempt Quantity and Quality
    * Data has been altered from actual HubSpot data for the purposes of this presentation
    6
  • 9. Action Items
    Define your Sales & Marketing SLA
    Train the teams
    Implement processes to hold them accountable
  • 10. Let Inbound Marketing Feed Marketing Automation
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 11. REFRESH and Cleanse Marketing Database
    http://www.hubspot.com/the-science-of-email-marketing/
  • 12. Quick sales response time = more success
    http://www.insidesales.com/images/LRM_07_short.pdf
  • 13. 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
  • 14. Correlation between social media and search rank
    http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
  • 15. 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
  • 16. 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
  • 17. Thank You!
    Mark Roberge
    HubSpot
    @markroberge

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