Online Marketing & Lead Nurturing in the Era of Social CRM

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Social CRM (SCRM) leverages the power of social media by integrating it with existing marketing processes and systems, such as CRM platforms and marketing automation platforms. The power of this approach makes it easier for marketers to manage and monitor the effectiveness of social media marketing campaigns and understand what’s working and why.

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Online Marketing & Lead Nurturing in the Era of Social CRM

  1. 1. Online Marketing & Lead Nurturing in the Era of Social CRM Mike Volpe Jeanne Hopkins Twitter: @mvolpe Twitter: @JeanneHopkins
  2. 2. Who is HubSpot? 160+ Employees in Cambridge, MA (MIT) $33m in VC (3 rounds) Software for Marketing at $3K-18K/year
  3. 3. Complicated & Easy & Confusing Integrated Landing Pages Analytics Website Sales Email Blog Tools Social Lead Media SEO Nurturing
  4. 4. Growth 3,000 Customers Q1 2007 Q2 2010
  5. 5. OLD Stages of Buying Process Cold Calls, Tradeshows Awareness of Need Direct Mail, Advertising Info from Salesperson, Information Industry Analysts Search Linear Process Controlled by Salesperson Sales Evaluation Demos by of References from Sales Alternatives Pay Upfront Buy
  6. 6. NEW Stages of Buying Process Blogs, videos, peers Awareness of Need Social media info Info from peers Information Social media sharing Search Dynamic Process Controlled by Customer Evaluation Peer references/reviews of Social media opinions Alternatives Rent product / Buy Buy as a service
  7. 7. Marketing is Changing 1950 - 2000 2000 - 2050
  8. 8. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
  9. 9. The Great News… Source: survey of hundreds of businesses: HubSpot.com/ROI
  10. 10. Agenda The internet and Awareness of Need social media have changed each of Information Search these steps. Evaluation As a marketer, of Alternatives what should you do differently at Buy each stage?
  11. 11. Agenda Awareness of Need Information Search Evaluation of Alternatives Buy
  12. 12. OLD Awareness Building
  13. 13. OLD Awareness Building is Harder 800-555-1234 Annoying Salesperson
  14. 14. Building Awareness Today Get Found Part of Inbound Marketing • Create Content • Optimize the Content • Promote the Content
  15. 15. Publish Everything • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  16. 16. Compose and Optimize Blog Content
  17. 17. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  18. 18. SEO = Context and Authority Ranking Algorithm: f(n): Context + Authority
  19. 19. Pick the Best Keywords for SEO
  20. 20. On-Page SEO (Context) • Page Title • Clean URL • Headers & Content • Description
  21. 21. Optimize Content for SEO
  22. 22. SEO Authority is Determined by Links
  23. 23. Content Makes You Interesting
  24. 24. Auto-Post Blog Content to Social & Email New Blog Post: A CEO’s Guide to Internet Marketing
  25. 25. Engage in Relevant Conversations
  26. 26. Social Media = Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  27. 27. Agenda Awareness of Need Information Search Evaluation of Alternatives Buy
  28. 28. OLD Information Search • View trade magazine ads • Read direct mail brochure • Call salesperson • Get brochure • Visit static “brochure website” • Talk at tradeshow
  29. 29. NEW! Information Search • Search on Google or Bing • Search in social media (Facebook, Twitter, LinkedIn) • Search YouTube videos • Search in blogosphere • Search for relevant vendor website
  30. 30. Information Search Today • Optimize the Content for key search terms • Promote the Content in all relevant channels • Convert Website Visitors to Leads • Convert Leads to Customers
  31. 31. No Call to Action
  32. 32. Good Homepage Call to Action
  33. 33. Landing Pages Convert
  34. 34. Landing Pages & Forms
  35. 35. Engage Leads with Social Media
  36. 36. Monitor Your Brand Mentions
  37. 37. Social Media = The NEW Database
  38. 38. Evolution of the Database
  39. 39. Opt-ins via Social Media
  40. 40. Opt-ins via Social Media
  41. 41. Agenda Awareness of Need Information Search Evaluation of Alternatives Buy
  42. 42. OLD Evaluation • In person demonstration • Customer references from salesperson
  43. 43. NEW! Evaluation • Online demo or free trial • Find your own references
  44. 44. Showcase Your Great References http://twitter.com/hubspot/favorites
  45. 45. Lead Alerts
  46. 46. Re-Engage with Email Marketing
  47. 47. Re-Engage with Lead Nurturing
  48. 48. Agenda Awareness of Need Information Search Evaluation of Alternatives Buy Measurement
  49. 49. Benchmarking vs. Competition
  50. 50. Closed Loop Marketing Analytics • Assess the effectiveness of your marketing on a campaign-by-campaign level • Optimize resource allocation to maximize sales
  51. 51. Measure by Channel or Source Visitors Leads Sales SEO Social Media
  52. 52. What’s the Next Step? You don’t need 5+ marketing tools You need just ONE Everything discussed today is possible using HubSpot software
  53. 53. Complicated & Easy & Confusing Integrated Landing Pages Analytics Website Sales Email Blog Tools Social Lead Media SEO Nurturing
  54. 54. Growth 3,000 Customers Q1 2007 Q2 2010
  55. 55. Proven ROI by 3,000+ Customers Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads www.HubSpot.com/ROI
  56. 56. Q&A Free Trial: www.HubSpot.com/free-trial Mike Volpe Jeanne Hopkins Twitter: @mvolpe Twitter: @JeanneHopkins

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