Measuring Marketing to Drive Sales Success


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In today's business environment, marketers are doing more with less and are forced to make tough business decisions that help move company sales in the right direction. By partnering with sales to measure both the quantity and quality of digital marketing campaigns marketers can make changes as necessary, as campaigns are underway, to generate the best results. This session will cover how to create joint SLAs that create common language and goals, getting sales to honestly rate and call leads, how to use tools to grade, filter leads and nurture leads and ultimately how to analyze results of closing the sales and marketing loop. Marketing is only as good as Sales' last month - use data to ensure your team is delivering the best leads to meet your business goals.

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Measuring Marketing to Drive Sales Success

  1. 1. Measuring Marketing to Drive Sales Success<br />Inbound Marketing Summit (#IMS11)<br />June 8th, 2011<br />Mark Roberge<br />HubSpot<br />@markroberge<br />
  2. 2. General characteristics of sales people?<br />INTELLIGENT<br />LAZY<br />HARD WORKING<br />AGGRESSIVE<br />SELFISH<br />STRATEGIC<br />OVERPAID<br />EMPATHETIC<br />
  3. 3. Use Science Not Gut to Determine Sales-Ready Leads<br />BLOG<br />Social Media<br />SEO<br />Visitors<br />Visitors<br />Visitors<br />Leads<br />Leads<br />Leads<br />Blog Customers<br />Social Media Customers<br />SEO Customers<br />[LTV of Blog <br />Customers]<br />[LTV of Social Media <br />Customers]<br />[LTV of SEO <br />Customers]<br />3<br />
  4. 4. Hold Marketing Accountable to Lead Quality and Quantity<br /><ul><li> MTD Rejected New Lead Rate (target < 5%): 4.6%
  5. 5. MTD 7 Day Lead to Opportunity Conv (target > 33%): 44%
  6. 6. MTD % Leads from B2B >1K employees (target > 20%): 23%</li></ul>* Data has been altered from actual HubSpot data for the purposes of this presentation<br />4<br />
  7. 7. Use Science, Not Gut, to Find Optimal Attempts per Lead<br />LTV / COCA<br />Attempt #<br />
  8. 8. Hold Sales Accountable to Attempt Quantity and Quality<br />* Data has been altered from actual HubSpot data for the purposes of this presentation<br />6<br />
  9. 9. Action Items<br />Define your Sales & Marketing SLA<br />Train the teams<br />Implement processes to hold them accountable<br />
  10. 10. Let Inbound Marketing Feed Marketing Automation<br />Source: survey of hundreds of businesses:<br />
  11. 11. REFRESH and Cleanse Marketing Database<br /><br />
  12. 12. Quick sales response time = more success<br /><br />
  13. 13. Action Items<br />Use inbound marketing to feed your marketing automation<br />Ensure you are replenishing at least 30% of your email list every year<br />Automate filtering and make sure inbound leads are called right away<br />
  14. 14. Correlation between social media and search rank<br /><br />
  15. 15. Action Items<br />Account for search in the ROI of your social media efforts<br />Focus social media efforts on prospects AND digital influencers in your industry<br />
  16. 16. Additional Resources<br />Inbound Marketing University<br /><br />Read the Inbound Marketing Book<br />HubSpot Welcome – Facebook CTA tool<br />[Search for “HubSpot Welcome” in Facebook]<br />Grade your website at<br />Start your free trial of HubSpot software<br />
  17. 17. Thank You!<br />Mark Roberge<br />HubSpot<br />@markroberge<br />