2012 11-08 synergy v3

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2012 11-08 synergy v3

  1. 1. Modern Sales & Marketing Best Practices Synergy 2012 Mark Roberge SVP of Sales and Services, HubSpot @markroberge
  2. 2. TRANSFORMATION AND PERSONALIZATION, NOT AUTOMATION
  3. 3. Outbound Marketing3 @markroberge
  4. 4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson4 @markroberge
  5. 5. Inbound Marketing: Align with Buyer Behavior Blog SEO Social Media5 @markroberge
  6. 6. How Do You Get to the Top?
  7. 7. Social Authority is Largest Influencer of SEO http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
  8. 8. SEO = Create & Promote Content Blog SEO Social Media8 @markroberge
  9. 9. IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND LEADS FOR B2B & B2C COMPANIES 1800 1600 1400 1200 NEW 1000 LEADS INDEX 800 B2B 600 B2C 400 200 0Share This Report! MONTHLY BLOG POSTS http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  10. 10. 100+ Examples of Inbound Success http://www.hubspot.com/customer-case-studies/10 @markroberge
  11. 11. TRANSFORMATION AND PERSONALIZATION, NOT AUTOMATION1. Align Marketing with Modern Buyer Behavior: Inbound Marketing
  12. 12. Create Your Content Engine Create Your Content Engine12 @markroberge
  13. 13. Create Your Content Calendar Create Your Content Calendar 1 eBook w/ LP / Month13 @markroberge
  14. 14. Create Your Content Calendar Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month14 @markroberge
  15. 15. Create Your Content Calendar Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month15 @markroberge
  16. 16. Create Your Content Calendar Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month 16 Tweets / month16 @markroberge
  17. 17. Create Your Content Calendar Create Your Content Calendar 1 eBook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / month 16 Tweets / month17 @markroberge
  18. 18. TRANSFORMATION AND PERSONALIZATION, NOT AUTOMATION1. Align Marketing with Modern Buyer Behavior: Inbound Marketing2. Attract Prospects with Your Content Engine
  19. 19. Your List Expires at ~25% / YearYear 1 Year 2 Year 350K 21K
  20. 20. 20
  21. 21. Marketing Automation Expiration 500 Leads 50K list 4% CTR 25% Conversion 42 Leads 21K list 1% CTR 20% Conv21 @markroberge
  22. 22. TRANSFORMATION AND PERSONALIZATION, NOT AUTOMATION1. Align Marketing with Modern Buyer Behavior: Inbound Marketing2. Attract Prospects with Your Content Engine3. Avoid Death by Marketing Automation
  23. 23. Traditional Marketing Automation CONTEXT MEDIUM
  24. 24. Personalization, Not Automation CONTEXT MEDIUM Owner Ollie Marketing MaryEnterprise Erin
  25. 25. TRANSFORMATION AND PERSONALIZATION, NOT AUTOMATION1. Align Marketing with Modern Buyer Behavior: Inbound Marketing2. Attract Prospects with Your Content Engine3. Avoid Death by Marketing Automation4. Convert Sales through Personalizaton
  26. 26. The Marketing SLA Owner Ollie Leads Marketing Mary Leads (1-100 Employees) (100-2,000 Employees) Lead Type Lead Value Lead Type Lead Value Webinar $.07 Webinar $.35 eBook $.05 eBook $.45 Free Trial $.45 Free Trial $2.10 Demo Request $.95 Demo Request $2.75 Enterprise Erin Leads (2,000+ Employees) Lead Type Lead Value Webinar $.85 eBook $1.00* Data has been altered from actual Free Trial $4.25HubSpot data for the purposes of thispresentation Demo Request $6.10
  27. 27. The Sales SLA LTV / COCA Attempt # Ollie Leads Mary Leads Erin Leads* Data has been altered from actual HubSpot data for the purposes of this presentation
  28. 28. Daily Accountability for Marketing & Sales* Data has been altered from actual HubSpot data for the purposes of this presentation
  29. 29. TRANSFORMATION AND PERSONALIZATION, NOT AUTOMATION1. Align Marketing with Modern Buyer Behavior: Inbound Marketing2. Attract Prospects with Your Content Engine3. Avoid Death by Marketing Automation4. Convert Sales through Personalizaton5. Align Sales and Marketing
  30. 30. createmarketingpeople love
  31. 31. Content
  32. 32. Context
  33. 33. www.HubSpot.com/3#inbound12
  34. 34. THANKSMark RobergeSVP of Sales and Services, HubSpot@markroberge

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