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Inbound 2015 Tips, Tricks and Takeaways


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On Oct. 14th 2015, Atlanta marketers came together to share takeaways from Inbound 2015, and learn how to step up their inbound marketing. These slides cover some of HubSpot's new product launches and takeaways from the conference.

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Inbound 2015 Tips, Tricks and Takeaways

  1. 1. @LukeOKelley1 @MLTCreative Luke O’Kelley Brenna Clark @brenna_clark13 @MarsdenMktg Laurie Wakefield @WakefieldPR
  2. 2. Twitter: @LukeOKelley1 @MLTCreative I’m a Content Marketing Strategist at the East Atlanta B2B marketing agency MLT Creative. I’m Inbound, HubSpot and Partner Certified. I manage MLT Creative’s internal marketing efforts. I’m also the community manager of HUG Atlanta. Predictive Lead Scoring Luke O’Kelley
  3. 3. Predictive Lead Scoring Luke O’Kelley, MLT Creative @LukeOKelley1 Predictive Lead Scoring
  4. 4. Predictive Lead Scoring WHAT IS IT? Lead scoring is the practice of assigning each contact in your database a score that reflects how close they are to becoming a customer. Semi-automated predictive lead scoring is already available in the professional and enterprise levels of HubSpot. Predictive lead scoring is only available in enterprise.
  5. 5. Predictive Lead Scoring HUBSPOT’S LEVELS
  6. 6. Predictive Lead Scoring “68% of successful marketers cite lead scoring as most responsible for improving revenue contribution.” - Kenskold Group’s Lead Generation Marketing Effectiveness Study “Sales and marketing professionals agree that lead quality is far more important to revenue than lead quantity.” - Aberdeen Group 79% of B2B marketers have not established lead scoring. WHY? - Marketing Sherpa
  7. 7. Predictive Lead Scoring “50% of sales time is wasted on unproductive prospecting.” -101 B2B Marketing and Sales Tips from The B2B Lead “79% of marketing leads never convert into sales.” - HubSpot STILL WHY?
  8. 8. Predictive Lead Scoring A grade or score calculated based on historical data that shows how likely a contact is to close into a customer. Helps sales and marketing understand how engaged a lead is with just one number. Predictive Lead Scoring
  9. 9. Predictive Lead Scoring PROS: • Helps align sales and marketing • Helps segment your contacts • Cuts out tons of time spent testing and refining • Based on data • Gives you visibility into what attributes affected your lead scoring model • Predictive lead scoring does not get rid of any lead scoring you already have set up in HubSpot
  10. 10. Predictive Lead Scoring CONS: • Only available in enterprise (not available as an add-on) • Must have been marking contacts as customers for three months • Must have at least 500 contacts in HubSpot that are marked as Customers • Must have at least twice as many contacts who are marked as non-customers
  11. 11. Predictive Lead Scoring The Unified Business Model Luke O’Kelley, MLT Creative @LukeOKelley1
  12. 12. Predictive Lead Scoring Twitter: @oliverlopez Oliver is the founder and CEO of Structsales, a gold level HubSpot Partner agency. He spoke at Inbound about how to align sales and marketing. Oliver Lopez: The Unified Business Mode
  13. 13. Predictive Lead Scoring HOW DOES HIS TALK APPLY?: 50% of a salesperson’s time is spent figuring out which companies to call, when to call them, and if they are a good fit.
  14. 14. Predictive Lead Scoring CONCLUSION: Whether or not you have the budget to go with HubSpot’s Predictive Lead Scoring, HubSpot’s custom lead scoring or want to try another option, you need to score your leads. Check out all the session slides and videos here:
  15. 15. Twitter: @LukeOKelley1 @MLTCreative @HUG_ATL Predictive Lead Scoring Thanks! Any Questions?
  16. 16. Reporting Add-On Brenna Clark, Marsden Marketing @brenna_clark13
  17. 17. Hello! HUBSPOT REPORTING ADD-ON Brenna Clark is the Marketing Manager at Marsden Marketing, a full-service B2B digital marketing agency in Atlanta, where she is responsible for optimizing clients’ inbound marketing and social media programs, and managing the internal marketing program of the agency. @brenna_clark13 @MarsdenMktg m
  18. 18. 45% of marketers admit they still struggle to attribute program spending to revenue results. HUBSPOT REPORTING ADD-ON FORRESTER RESEARCH, 2015
  19. 19. Introduction: The Reporting Add-On HUBSPOT REPORTING ADD-ON At this year’s INBOUND conference, HubSpot unveiled a laundry list of new products. The Reporting Add-on comes pre-loaded with popular reports for marketing and sales professionals, and allows users to create custom reports and dashboards for personalized data tracking and analysis.
  20. 20. The Reporting Add-On: Pros HUBSPOT REPORTING ADD-ON  A centralized, custom dashboard for all of your reports  Improved functionality and ease-of-use (less time spent sorting Excel spreadsheets to get the data you need)  Ability to create new, custom reports from scratch, or pre- loaded report templates  Create up to 20 separate dashboards for each of your teams and stakeholders  All reports are exportable  Don’t need a third-party to set up  Strengthens alignment between your sales & marketing teams
  21. 21. The Reporting Add-On: Cons HUBSPOT REPORTING ADD-ON  Cannot build reports/create dashboard views for other tools within the platform (Landing pages, CTAs, blog, keywords, email, social media)  Can’t export graph views (*Working on adding this functionality)  No automated email reports (*Working on adding this functionality)  Reports are not as granular as some other platforms (Re: Salesforce)  Additional monthly cost
  22. 22. The Reporting Add-On: Who It’s Right For HUBSPOT REPORTING ADD-ON  Consistently cleaning their database, updating lifecycle stages, and monitoring their sales funnel  Professional or Enterprise customers who are actively using the HubSpot CRM or the Salesforce integration  Have dedicated sales and marketing teams, or a clearly defined sales and marketing process  Want to strengthen the relationship between their sales and marketing teams  Have clearly defined buyer personas and want to report on them regularly  Are creating multiple reports and monitoring their efforts on a regular basis  Can allow for a $200 addition to their monthly budget
  24. 24. “Moving Towards Insights-Driven Strategies” Brenna Clark, Marsden Marketing @brenna_clark13
  25. 25. INBOUND 2015 Speaker: Tara Hunt INBOUND 2015 – INSIGHTS-DRIVE STRATEGIES Tara Hunt is the Director of Audience Development at Totem design firm, and an author, public speaker, columnist, and co-founder of a fashion tech startup. Her INBOUND ‘15 workshop focused on how marketers can transform their campaigns with better market research and in- depth audience analysis.
  26. 26. Session Overview INBOUND 2015 – INSIGHTS-DRIVEN STRATEGIES The Three Main Types of Insights  Audience Insights o Includes: attitudes and behaviors, needs, wants and goals, life stage, level of understanding, other brands they follow, interests, motivations o Less about the what and more about the why  Cultural Insights o Includes: influential figures or industry leaders, language, historic and current news, rules or industry standards  Competitor Insights o Includes: What are they doing to reach their audience? Who is in their audience? How well do they connect with this audience? Where are their opportunities/gaps in the market? How do you stack up? o You competitor is not just those that do what you do • Who else is your audience interested in? Listening to? • Apathy, disinterest, cynicism
  27. 27. Key Session Takeaways INBOUND 2015 – INSIGHTS-DRIVEN STRATEGIES On the snorkel/scuba method of researching: “Every data set is unique, so where you deep dive will always be different. It’s an art as much as a science.” On the importance of understanding the culture of your buyers: “Today’s customer is incredibly sensitive to inauthentic attempts to pander to a community of interest. If you attempt to enter a community without understanding the culture, you will be rejected.” “Ideas without insights are akin to throwing darts in the dark.” On researching your audience: “WHO is less about demographics and more about psychographics.” On generational labels and stereotypes: “Entire generations of people can’t be lumped into a single category. There is incredible diversity amongst even people the same age, gender, with the same income.”
  28. 28. @LukeOKelley1 @MLTCreative Luke O’Kelley Brenna Clark @brenna_clark13 @MarsdenMktg Laurie Wakefield @WakefieldPR