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Jeanne hopkins - Journey to the Middle of the Funnel
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Jeanne hopkins - Journey to the Middle of the Funnel

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  • 1. Journey to theMiddle of the FunnelJeanne HopkinsVP, Marketing @HubSpot
  • 2. Journey to the Middle of the Funnel 1 10 Reasons Marketing Automation Fails 22 How Inbound Marketing Helps 3 Questions, Applause
  • 3. MOFU
  • 4. Marketing wasaboutpushingmessages out.
  • 5. Today it’s aboutpullingpeople in.
  • 6. It doesn’t1 serve the recipient.
  • 7. 2 It worships email.
  • 8. 3 It’s not value- driven.
  • 9. 4 It’s narrow- minded.
  • 10. 5 It ignores existing customers.
  • 11. 6 It’s not mobile- friendly.
  • 12. Blog Social Email MediaPaid Referrals Other Campaigns 7 It’s not multi- channel.
  • 13. I miss jelly.8 It’s not enough on its own.
  • 14. 9 It can look really bad.
  • 15. 10 It’s too sales- driven.
  • 16. CONNECTINGINBOUNDMARKETINGTO SALESCONVERSION
  • 17. Inbound Marketing
  • 18. 35-50% of sales go to the vendor that responds first.Source: InsideSales.com
  • 19. 66% of buyers indicate “consistent and relevant communication provided by both sales and marketing organizations” is a key influence in choosing a solution provider.Source: Genius.com / DemandGen Report
  • 20. Segmented emails receive 50% more clicks.Source: MarketingSherpa
  • 21. Nurtured leads have 9% higher average deal size and 23% shorter sales cycleSource: Market2Lead
  • 22. Email Marketing to Existing LeadsLeads to More New Leads
  • 23. What to Measure: Quality Conversions
  • 24. What to Measure: New Leads Generated
  • 25. Reporting 27
  • 26. WHY? 28
  • 27. Blog LeadWebsite Nurturing Landing Pages Email Lead Mgmt SEO Analytics Social Media
  • 28. Blog Leadwebsite Nurturing Landing Pages Email Lead Mgmt SEO Analytics Social Media
  • 29. Visitors LeadsMap Marketing Efforts to Every Stage of the Sales Funnel Customers
  • 30. Visitors Webinar: 12 Quick Tips toSearch GoogleLike an Expert Leads Blog Post: Think Like a Publisher: 3 Tips to Generate More Leads Success Story: Software Company Doubles Organic Traffic and Grows Lead Conversions with HubSpot Customers
  • 31. 1 MoFu CRM Sync DeDup Lead revisit notification to SR
  • 32. 2 MoFuImport 50kImport Custom .cs v CRM Sync DeDup Lead revisit notification to SR
  • 33. 3 MoFuImport 50kImport Custom .csSocial Media Match v CRM Sync DeDup Lead revisit notification to SR
  • 34. 4 MoFuImport 50kImport Custom .csSocial Media Match vSegmentSegment Custom CRM Sync De Dupe Segment Lead revisit notification to SR
  • 35. 5 MoFuImport 50kImport Custom .csSocial Media Match vSegmentSegment CustomEmail 50kEmail images CRM Sync De Dupe10 Templates SegmentSchedulingMobile Social Lead revisit notification to SR
  • 36. 6 MoFuImport 50kImport Custom .csSocial Media Match vSegmentSegment CustomEmail 50kEmail images CRM Sync De Dupe10 Templates SegmentSchedulingMobile Social Lead revisit notification to SR
  • 37. 7 MoFuImport 50kImport Custom .csSocial Media Match vSegmentSegment CustomEmail 50kEmail images CRM Sync De Dupe10 Templates SegmentSchedulingMobile SocialLead nurture lists Lead revisit notification to SR>1 Nurture per lead+1 Lead to campaignCustomize timing & freqAPI
  • 38. 8 MoFuImport 50kImport Custom .csSocial Media Match vSegmentSegment CustomEmail 50kEmail images CRM Sync De Dupe10 Templates SegmentSchedulingMobile SocialLead nurture lists Lead revisit notification to SR>1 Nurture per lead+1 Lead to campaignCustomize timing & freqAPISalesforce Connector
  • 39. 9 MoFu B .cs v CRM Sync De Dupe Segment Lead revisit notification to SR
  • 40. WHAT NEXT? 42
  • 41. Next Gen MoFu
  • 42. Next Gen MoFu
  • 43. USER ACTIVITY PERSONALIZATION
  • 44. Next Gen MoFu B .cs v CRM Sync De Dupe Segment Lead revisit notification to SR
  • 45. Next Gen MoFu B .cs v CRM Sync De Dupe Segment Lead Revisit Notification
  • 46. Next Gen MoFu B .cs v CRM Sync De Dupe Segment Personalize Listen Sales Alerts
  • 47. Next Gen MoFu B .cs v CRM Sync De Dupe Segment Personalize Listen Sales Alerts
  • 48. Users, Usage & Conversion Better Users & Usage PersonalizationBetter Conversion Better Value 50
  • 49. USER ACTIVITY INBOUND MARKETING Kirsten EXPERIENCE CUSTOMIZED for Kirsten f+ Facebook Follow Opt Out Service Chat Page Visits Social Favorites Mobile Activity Web SMS Tools & Apps 51
  • 50. 52
  • 51. 53
  • 52. 54
  • 53. INBOUND MARKETING EXPERIENCE MIKE CUSTOMIZED For Mikef+ Facebook Follow Purchase Hx $ EmailPage Visits Social Webinar Blog Sub Web Mobile Tools & Apps 55
  • 54. Screenshot of Mike’s Amazon.comhomepage 56
  • 55. Increasing Trial Usage Lead Starts 15 Day Trial 1 Week Left IFWelcome Email Not logged in and Not upgraded IF 1 Day Left Not logged in 7 Day Trial and Reminder Email Not upgraded 1 Day Trial Reminder Email
  • 56. JoanneSigned Up!
  • 57. IMAGINEYOU CANDO THISFOR ANYACTION …
  • 58. Why?•Deal Speed•Customer Retention•Cross & Up-sell•Low-Touch Support
  • 59. Complicated Easy & Integrated& Confusing
  • 60. Thank Thank you!Thank you! you! Thank Thank you! you! Thank Thank Thank you! you! you! Thank Thank you! you!
  • 61. THANK YOU Jeanne Hopkins twitter.com/jeannehopkins linkedin.com/in/jeannehopkins jhopkins@hubspot.com www.HubSpot.com