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Funnel to Flywheel: Growing Your Business in an On Demand World

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HubSpot Director of Marketing and #KnoxHUG Guest Speaker Debbie Farese covers the latest shift in inbound sales and marketing and how to use it to delight your prospects and customers.

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Funnel to Flywheel: Growing Your Business in an On Demand World

  1. 1. Funnel to Flywheel Growing Your Business in an On Demand World #KnoxHUG knoxville.hubspotusergroups.com
  2. 2. Knoxville HUG Leader and Co-Leader www.vieodesign.com • HubSpot Agency Partner • Inbound Marketing • Inbound Sales • HubSpot Marketing Software • HubSpot Sales Software • HubSpot CMS Design Agency Certifications and Specialties: Holly Yalove VIEO Principal & Chief Strategist Mitch Transue VIEO Business Development Manager • Growth-Driven Design • GDD Agency • Email Marketing • Content Marketing • Service Delivery • HubSpot Beta Tester • Certified Google Partner • Certified Yext Partner /hollyyalove /mitchell-transue
  3. 3. What We’ll Cover ○ HUG News ○ HubSpot Guest Speaker Presentation ■ Funnel to Flywheel: Growing Your Business in an On Demand World ■ Periodic Swag Slides Included! ■ HubSpot Product Update Highlights ○ Q&A #KnoxHUG knoxville.hubspotusergroups.com
  4. 4. Connect • Twitter @knoxvillehug • Instagram: @knoxvillehug • LinkedIn Group • Slack Channel INBOUND 2018: September 4-7, 2018 - Boston, MA Register Here #KnoxHUG knoxville.hubspotusergroups.com HUG NEWS Future 2018 Meetup Dates • Q3 - Thursday, September 13, 2018 • Q4 - Thursday, November 8, 2018 RSVP Here
  5. 5. Meet Your HubSpot Guest Speaker Debbie Farese Marketing Director and Director of Global Web Strategy at HubSpot #KnoxHUG Debbie leads HubSpot’s Global Web Strategy team which consists of conversion rate optimization specialists, copywriters, UX designers and website analysts. She transitioned into her current role after creating and building HubSpot’s sales enablement and lead nurturing team. Prior to HubSpot, Debbie worked at Microsoft on the Product Marketing team after pursuing her MBA at MIT Sloan. When she’s not marketing, she can be found running, cuddling with her two cats & dog, or watching a live country music show featuring her boyfriend on bass guitar. knoxville.hubspotusergroups.com
  6. 6. Funnel to Flywheel: Growing Your Business in an On Demand World
  7. 7. We need to rethink how we market, sell and serve our customers.
  8. 8. We need a transformation. (again)
  9. 9. Let’s go on a historical journey...
  10. 10. Do you remember life before the internet?
  11. 11. BEFORE THE INTERNET A few publications controlled the flow of information. Choices were limited. You had to buy your way in. Information had a price tag.
  12. 12. Information was everywhere. Anyone with an idea could earn attention for free. THE EARLY DAYS OF THE INTERNET Choices were limitless. Companies, products and media platforms multiplied.
  13. 13. But then something changed.
  14. 14. The internet gave us infinite content.
  15. 15. The internet gave us infinite content. That added complexity.
  16. 16. The internet gave us infinite content. That added complexity. So technology streamlined that content.
  17. 17. The internet gave us endless options.
  18. 18. The internet gave us endless options. That added complexity.
  19. 19. “Amazon’s Choice for Paper towels is Presto - 3 count for $8. Would you like to buy it?” The internet gave us endless options. That added complexity. So technology refined those options.
  20. 20. The internet kept asking us for information.
  21. 21. The internet kept asking us for information. That added complexity.
  22. 22. The internet kept asking us for information. That added complexity. So technology took care of that too.
  23. 23. Endless publishers Endless options Homogenous experience TODAYYESTERDAY A few aggregators Curated options Personalized experience
  24. 24. It’s not about what you sell. It’s about how you sell it.
  25. 25. Companies that redefined simplicity iTunes Spotify Sharepoint Slack Netflix DVDs Netflix Cisco Zoom Record Stores Email Video Rental Stores Business Travel
  26. 26. Available 9-5 They share a few key traits... Available 24-7 High upfront investment Free and quick to start Personalized experienceGeneric experience PredictiveResponsive
  27. 27. Are you meeting customer expectations?
  28. 28. We need a transformation.
  29. 29. Swag Time #KnoxHUG knoxville.hubspotusergroups.com
  30. 30. Engage however. Be adaptable. Engage whenever. Anticipate needs. Be available. Be authentic.
  31. 31. Limited optionsEngage however
  32. 32. Fill out your information and one of our team members will get back to you. Enter your email address... Enter your name... Enter your company name... Tell us about what you need. Submit my request
  33. 33. Thank you for your interest in ABC Company! We've recorded your request and we will get back to you within 24 hours. Thanks for Contacting Us. Today at 10:39 From: ABC Company To: Customer
  34. 34. Be adaptable.
  35. 35. Being adaptable = Omnichannel
  36. 36. Omnichannel Providing a consistent communication journey where the conversation history and context travels from channel to channel
  37. 37. Treat new channels as additive, not replacements.
  38. 38. will buy via a messaging app will contact a company using messaging apps 53% 38%
  39. 39. >
  40. 40. Business hours onlyEngage whenever
  41. 41. Hi, I have a question. Sorry, we aren’t online at the moment. Leave a message and we’ll get back to you. Enter your email address... Enter your message... Send Live Chat
  42. 42. Being available = 24/7
  43. 43. 9 seconds Source: TIME Magazine Average goldfish attention span
  44. 44. 8 seconds Source: Microsoft Average human attention span
  45. 45. Barrage of questionsAnticipate needs
  46. 46. Fill out your information to download this awesome free report. Enter your email address... Enter your name... Enter your company name... How many employees work there? Start my download Monday, 9:00am
  47. 47. Fill out your information to download this awesome free report. Enter your email address... Enter your name... Enter your company name... How many employees work there? Start my download Monday, 9:00am Fill out your information to download another awesome free report. Enter your email address... Enter your name... Enter your company name... How many employees work there? Start my download Monday, 9:45am
  48. 48. “To verify your account, please enter your name, DOB and account number" Outgoing call, 0:35 elapsed “Thanks for calling, could I get your name, DOB and account number?" Outgoing call, 2:56 elapsed
  49. 49. Be authentic. Hey, I have a question about your product. Sure, I’m happy to help. I notice you’re already a customer, so thanks for your loyalty. What can I do for you?
  50. 50. Being authentic = Relationship
  51. 51. Seen | Heard | Valued
  52. 52. Be adaptable. Be available. Be authentic.
  53. 53. When change is the constant, the customer is the compass.
  54. 54. The new competitive advantage is the ability to adapt to your customers.
  55. 55. Marketing Sales Services
  56. 56. There’s a better way to grow.
  57. 57. Swag Time #KnoxHUG knoxville.hubspotusergroups.com
  58. 58. Questions? #KnoxHUG knoxville.hubspotusergroups.com
  59. 59. HubSpot Product Update Highlights ● GDPR Settings, Tools, and Functionality ● Lead Ad Automation: Automate follow up tasks for leads from Facebook lead ads. ● Default Dashboard Setting: Now available ● Sharable Forms Links: Share forms with potential leads through channels like email or over Facebook Messenger
  60. 60. HubSpot Product Update Highlights ● New HubSpot Service Hub: A new product line from HubSpot that is 100% focused on a better customer experience. ○ Conversations ○ Tickets ○ Knowledge Base ○ Customer Feedback ○ Service Hub Reporting
  61. 61. HubSpot Product Update Highlights ● New Design Manager: Rebuilt from the ground-up to better serve design and developer audience ● Easy Pillar Page Linking: From within the content editor’s “Optimize” Tab ● New Content Optimization (SEO check) Options: From within the content editor’s “Optimize” Tab [CMS users] ● Live Chat: More availability options
  62. 62. HubSpot Product Update Highlights ● Slack Integration: Can accomplish tasks directly in Slack – for example, Sales reps can get and answer chat messages from HubSpot directly in Slack or create a task and associate it with a contact, company, or deal in HubSpot. ● SEMrush Integration: Transfer keywords you’ve been tracking in HubSpot into SEMrush for position tracking ● Automated Tasks on Deal Stages [HS Sales Professional]
  63. 63. HubSpot Product Update Highlights ● Set a Featured Image for Web and Landing Pages [CMS] ● HubSpot CRM Free New Native Forms Tool ● Follow CRM Records: The ability to follow a contact, company, or deal record in HubSpot CRM [all HS users] ● Workplace by Facebook Integration
  64. 64. HubSpot Product Update Highlights ● A/B Testing for Web Pages: Just like emails, CTAs, and landing pages, you can now run A/B tests on web pages [Professional & Enterprise users on the CMS]. ● HubSpot for Shopify (Ecommerce Integration) ● 7 New and/or Updated APIs ● New Tracks in the Learning Center
  65. 65. HubSpot Product Update Highlights ● Social Tool Enhancements: ○ Twitter & LinkedIn video publishing additions ○ Bulk upload for Facebook and LinkedIn posts ○ Monitor and respond to Instagram comments ● Social Competitor streams: New option in Marketing Hub Enterprise
  66. 66. HubSpot Product Update Highlights ● New metrics available on blog post, landing page, and website page details pages: On a page’s details screen, users will now see traffic analytics metrics on the performance tab. ● Restore deleted CRM Contacts, Companies, and Deals: With a new CRM Recycle Bin ● Insight into emails “Not Sent”: Specific reasons now displayed for Sales and Marketing Emails
  67. 67. HubSpot Product Update Highlights ● 'Combination' Report Visualization in Sources and Pages: View two metrics at the same time ● Rotate Leads to Teams and Custom Owners: New ability to both rotate leads to a Custom Owner (HubSpot user) property and rotate leads between a Team within Workflows. [HS Sales Professional]
  68. 68. HUG NEWS Connect • Twitter @knoxvillehug • Instagram: @knoxvillehug • LinkedIn Group • Slack Channel INBOUND 2018: September 4-7, 2018 - Boston, MA Register Here Future 2018 Meetup Dates • Q3 - Thursday, September 13, 2018 • Q4 - Thursday, November 8, 2018 RSVP Here

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