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Webinar.2010 Planning Using Hub Spot

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Do you know how you are going to reach your 2010 business goals? If you haven't built out a plan to hit your targets yet - don't fear, it doesn't have to be rocket science - but it is critical to get you on the path to a great year. Check out the slides for this 45 minute webinar to learn a few key elements of building your marketing plan and how to use the HubSpot software to review past marketing ROI and apply it to making a killer 2010 marketing mix plan. Want to hear the archived webinar? Check it out here: http://www.hubspot.com/plan-a-killer-2010-marketing-mix-login

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Webinar.2010 Planning Using Hub Spot

  1. 1. Plan a Killer 2010 Marketing Mix Using HubSpot Kirsten Knipp, Product Evangelism Ellie Mirman, Inbound Marketer
  2. 2. Agenda • 2009 | What a Year! • 2010 | Are you ready? • Why is marketing plan important? • Anatomy of Marketing Planning • 3 Tips for Your 2010 Marketing Plan • HubSpot in Action: Building a 2010 Plan • 2009 in Review Using HubSpot • How to Set up Tests for 2010 • Key Takeaways • 2010 Crystal Ball • Q&A
  3. 3. 2009 … What a Year! More Social Media More Content & Search Sales Cycles Longer Marketing Budgets Cut More ROI Scrutiny Do More & Do It Smarter with Less
  4. 4. Do you need a marketing plan?
  5. 5. Budgeting Tug of War | NOT Fun
  6. 6. ROI is the Key to Budget Approval
  7. 7. Anatomy of a Marketing Plan
  8. 8. Anatomy of a Marketing Plan … • Market Review • Competitive Review • Product and Business Review • Goals & Objectives • Strategies • Action Plan & Implementation • Evaluation Source: http://money.howstuffworks.com/marketing-plan4.htm
  9. 9. Tip 1: Don’t overthink it … • What did you achieve in 2009? • Revenue? • Leads? Qualified Leads? • Other? • What worked & what didn’t? • What are your 2010 business goals? • Revenue? • Leads? Qualified Leads? • Other? • Do more of what worked & test a few new ideas
  10. 10. Tip 2: Embrace Testing & New Media
  11. 11. Tip 3: Copy What Works "A key to staying profitable in these tight economic times is knowing what's working for your competition," said Susanne Sicilian, VP of events at MarketingProfs.
  12. 12. HubSpot in Action: Building a 2010 Plan
  13. 13. HubSpot In Action: Marketing Analytics • The CEO View • Demo: Lead Source Drill Downs • Blog Leads & Results • Social Media Analysis • Landing Page Analysis & Testing • Competitive Results
  14. 14. HubSpot in Action: How was 2009? Exact figures have been obscured to protect confidential information.
  15. 15. HubSpot in Action: Landing Page Lessons?
  16. 16. HubSpot in Action: Testing Small Bets?
  17. 17. HubSpot in Action: Blog Results?
  18. 18. HubSpot in Action: Social Media Results?
  19. 19. HubSpot in Action: What about competitors?
  20. 20. Takeaways & 2010 Predictions
  21. 21. Planning with HubSpot Key Takeaways  Review Macro 2009 to Goal Set for 2010  Determine what worked in 2009  Measure traffic, leads & conversion You CAN measure Social Media  Invest more in what worked  Test new tactics: campaigns, calls to action, landing pages & more  Keep an eye on the competition  EXECUTE, MEASURE, REFINE …
  22. 22. 2010 … Crystal Ball … Marketing Budgets Flat Social & Email Marketing Spends Up Lead Nurturing Adoption Triples Traditional Businesses Embrace Social & Online Do More & Do It Smarter
  23. 23. Questions & Additional Resources
  24. 24. Thank You!!!

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