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Marketing Planning: How HubSpot Generates 25,000 Leads Per Month

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Learn how the HubSpot marketing team helps drive the growth of HubSpot. Agile marketing planning, sales and marketing alignment, daily and monthly metrics, project prioritization, people management.

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Marketing Planning: How HubSpot Generates 25,000 Leads Per Month

  1. 1. Inbound Marketing Planning: How the HubSpot Marketing Machine Generates 25,000 Leads Per Month<br />Marketing Agency Training Program<br />November 2010<br />Twitter: #MarketingMachine<br />Peter Caputa IV<br />Partner Program Manager<br />Twitter: @pc4media<br />pcaputa@hubspot.com<br />
  2. 2. Agenda<br />What’s HubSpot & the Value Added Reseller (VAR) Program?<br />Learning that Flat = Fantastic<br />An Integrated Team<br />The HubSpot Tool Kit<br />Being Agile While Over Planning<br />Looking at the Metrics<br />Getting Help<br />
  3. 3. What’s HubSpot?<br />Inbound marketing software + training<br />Over 3,500 customers in 3 years<br />180+ employees<br />
  4. 4. Who are the HubSpot Value Added Resellers (VAR)?<br />Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients. <br />Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success. <br />Margin share of 20% on all deals for the life of the customer<br />Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates. <br />4<br />A Group that Wants to Change How the World Does Marketing!<br />
  5. 5. Agenda<br />What’s HubSpot & the Value Added Reseller (VAR) Program?<br />Learning that Flat = Fantastic<br />An Integrated Team<br />The HubSpot Tool Kit<br />Being Agile While Over Planning<br />Looking at the Metrics<br />Getting Help<br />
  6. 6. Avoid Having Too Many Managers<br />6<br />Rather then Swarms of Managers….<br />…Have One Team Leader<br />
  7. 7. Empowering Marketers to Be Their Own Leaders<br />7<br />
  8. 8. Less “Supervising,” More “Doing”<br />8<br />
  9. 9. Making Sure Meetings Count<br />9<br />Marketing Team’s “No Meeting” Hours<br />
  10. 10. Sharing the Responsibility<br />10<br />
  11. 11. Agenda<br />What’s HubSpot & the Value Added Reseller (VAR) Program?<br />Learning that Flat = Fantastic<br />An Integrated Team<br />The HubSpot Tool Kit<br />Being Agile While Over Planning<br />Looking at the Metrics<br />Getting Help<br />
  12. 12. “Marketers” Don’t Only Do Marketing<br />12<br />To Do:<br />Send Email<br />Talk to Product team about new email feature capabilities<br />Help sales with forecasting<br />Join consulting call with customer<br />
  13. 13. Working With Other Departments Is Standard<br />13<br />
  14. 14. Agenda<br />What’s HubSpot & the Value Added Reseller (VAR) Program?<br />Learning that Flat = Fantastic<br />An Integrated Team<br />HubSpot Tool Kit<br />Being Agile While Over Planning<br />Looking at the Metrics<br />Getting Help<br />
  15. 15. Compelling Offers and Landing Pages are the Engine<br />15<br />
  16. 16. Blogging & SEO are the Fuel<br />16<br />
  17. 17. Social Media Lays the Road<br />17<br />
  18. 18. Wikis, Collaboration Fuels Creativity <br />18<br />Gathering Feedback<br />Working together on a project<br />
  19. 19. Vet New Ideas & Prioritize with an Idea Backlog<br />19<br />JIRA: Dev Team<br />Wiki: Marketing Team<br />
  20. 20. Eat Your Own Dogfood<br />20<br />
  21. 21. Agenda<br />What’s HubSpot & the Value Added Reseller (VAR) Program?<br />Learning that Flat = Fantastic<br />An Integrated Team<br />The HubSpot Tool Kit<br />Being Agile While Over Planning<br />Looking at the Metrics<br />Getting Help<br />
  22. 22. Sprint Planning, Scrum, Sprint Review<br />22<br />
  23. 23. Tracking the Metrics Large and Small<br />23<br />
  24. 24. Close the Loop with Sales<br />24<br />HubSpot Analytics<br />SFDC Reporting<br />
  25. 25. Setting Goals & Tracking Daily<br />25<br />
  26. 26. Agenda<br />What’s HubSpot & the Value Added Reseller (VAR) Program?<br />Learning that Flat = Fantastic<br />An Integrated Team<br />The HubSpot Tool Kit<br />Being Agile While Over Planning<br />Looking at the Metrics<br />Getting Help<br />
  27. 27. How to Get Help… <br />
  28. 28. Learn the Value of the HubSpot Software…<br />As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller <br />Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS<br />Gives you access to http://success.hubspot.com<br />
  29. 29. Ask for Help… <br />Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request<br />Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/<br />
  30. 30. List of Upcoming Classes/Link to Recordings<br />30<br />http://www.hubspot.com/partners/training-program/classes<br />
  31. 31. Weekly Email about Upcoming Classes - Thursday<br />31<br />
  32. 32. Live Webinar: Every Tuesday @ 1PM EST<br />32<br />Additional Webinars SOMETIMES on Thursday at 2PM EST<br />
  33. 33. Register for Weekly Class(es) to Get Login<br />33<br />
  34. 34. Some Homework & Recorded Stuff Too…<br />34<br />Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator<br />

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