Journey to theMiddle of the FunnelJeanne HopkinsVP, Marketing @HubSpot
Journey to the Middle of the Funnel 1     10 Reasons Marketing Automation Fails     22       How Inbound Marketing Helps  ...
MOFU
Marketing wasaboutpushingmessages out.
Today it’s aboutpullingpeople in.
It doesn’t1   serve the    recipient.
2    It    worships    email.
3   It’s not    value-    driven.
4   It’s narrow-    minded.
5   It ignores    existing    customers.
6   It’s not    mobile-    friendly.
Blog         Social                  Email         MediaPaid  Referrals   Other              Campaigns                    ...
I miss jelly.8   It’s not    enough on    its own.
9    It can look    really bad.
10   It’s too     sales-     driven.
CONNECTINGINBOUNDMARKETINGTO SALESCONVERSION
Inbound Marketing
35-50% of sales go to the           vendor that responds first.Source: InsideSales.com
66% of buyers indicate                                “consistent and relevant                               communication...
Segmented emails                              receive                          50% more clicks.Source: MarketingSherpa
Nurtured leads have                      9% higher average                           deal size          and 23% shorter   ...
Email Marketing to Existing LeadsLeads to More New Leads
What to Measure: Quality Conversions
What to Measure: New Leads Generated
Reporting            27
WHY?       28
Blog                 LeadWebsite                                     Nurturing          Landing           Pages           ...
Blog                 Leadwebsite                                     Nurturing          Landing           Pages           ...
Visitors             LeadsMap Marketing Efforts to Every  Stage of the Sales Funnel           Customers
Visitors Webinar: 12 Quick Tips toSearch GoogleLike an Expert                                Leads     Blog Post: Think Li...
1   MoFu           CRM Sync           DeDup                 Lead revisit notification to SR
2      MoFuImport 50kImport Custom                   .cs                    v                         CRM Sync            ...
3      MoFuImport 50kImport Custom                     .csSocial Media Match    v                           CRM Sync      ...
4      MoFuImport 50kImport Custom                     .csSocial Media Match    vSegmentSegment Custom                    ...
5      MoFuImport 50kImport Custom                     .csSocial Media Match    vSegmentSegment CustomEmail 50kEmail image...
6      MoFuImport 50kImport Custom                     .csSocial Media Match    vSegmentSegment CustomEmail 50kEmail image...
7       MoFuImport 50kImport Custom                          .csSocial Media Match         vSegmentSegment CustomEmail 50k...
8       MoFuImport 50kImport Custom                          .csSocial Media Match         vSegmentSegment CustomEmail 50k...
9   MoFu                                            B           .cs            v                 CRM Sync                 ...
WHAT NEXT?             42
Next Gen MoFu
Next Gen MoFu
USER ACTIVITY                PERSONALIZATION
Next Gen MoFu                                           B     .cs      v                CRM Sync                De Dupe   ...
Next Gen MoFu                                          B     .cs      v                CRM Sync                De Dupe    ...
Next Gen MoFu                                      B     .cs      v                CRM Sync                De Dupe        ...
Next Gen MoFu                                      B     .cs      v                CRM Sync                De Dupe        ...
Users, Usage & Conversion                       Better   Users & Usage       PersonalizationBetter Conversion      Better ...
USER ACTIVITY                                                     INBOUND                                                 ...
52
53
54
INBOUND                                              MARKETING                                              EXPERIENCE    ...
Screenshot of Mike’s Amazon.comhomepage                                  56
Increasing Trial Usage Lead Starts 15 Day Trial                1 Week Left        IFWelcome Email                 Not logg...
JoanneSigned  Up!
IMAGINEYOU CANDO THISFOR ANYACTION …
Why?•Deal Speed•Customer Retention•Cross & Up-sell•Low-Touch Support
Complicated   Easy & Integrated& Confusing
Thank                        Thank    you!Thank                    you! you!                                              ...
THANK YOU            Jeanne Hopkins           twitter.com/jeannehopkins        linkedin.com/in/jeannehopkins            jh...
Jeanne hopkins - Journey to the Middle of the Funnel
Jeanne hopkins - Journey to the Middle of the Funnel
Jeanne hopkins - Journey to the Middle of the Funnel
Jeanne hopkins - Journey to the Middle of the Funnel
Upcoming SlideShare
Loading in …5
×

Jeanne hopkins - Journey to the Middle of the Funnel

589 views

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
589
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
20
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Jeanne hopkins - Journey to the Middle of the Funnel

  1. 1. Journey to theMiddle of the FunnelJeanne HopkinsVP, Marketing @HubSpot
  2. 2. Journey to the Middle of the Funnel 1 10 Reasons Marketing Automation Fails 22 How Inbound Marketing Helps 3 Questions, Applause
  3. 3. MOFU
  4. 4. Marketing wasaboutpushingmessages out.
  5. 5. Today it’s aboutpullingpeople in.
  6. 6. It doesn’t1 serve the recipient.
  7. 7. 2 It worships email.
  8. 8. 3 It’s not value- driven.
  9. 9. 4 It’s narrow- minded.
  10. 10. 5 It ignores existing customers.
  11. 11. 6 It’s not mobile- friendly.
  12. 12. Blog Social Email MediaPaid Referrals Other Campaigns 7 It’s not multi- channel.
  13. 13. I miss jelly.8 It’s not enough on its own.
  14. 14. 9 It can look really bad.
  15. 15. 10 It’s too sales- driven.
  16. 16. CONNECTINGINBOUNDMARKETINGTO SALESCONVERSION
  17. 17. Inbound Marketing
  18. 18. 35-50% of sales go to the vendor that responds first.Source: InsideSales.com
  19. 19. 66% of buyers indicate “consistent and relevant communication provided by both sales and marketing organizations” is a key influence in choosing a solution provider.Source: Genius.com / DemandGen Report
  20. 20. Segmented emails receive 50% more clicks.Source: MarketingSherpa
  21. 21. Nurtured leads have 9% higher average deal size and 23% shorter sales cycleSource: Market2Lead
  22. 22. Email Marketing to Existing LeadsLeads to More New Leads
  23. 23. What to Measure: Quality Conversions
  24. 24. What to Measure: New Leads Generated
  25. 25. Reporting 27
  26. 26. WHY? 28
  27. 27. Blog LeadWebsite Nurturing Landing Pages Email Lead Mgmt SEO Analytics Social Media
  28. 28. Blog Leadwebsite Nurturing Landing Pages Email Lead Mgmt SEO Analytics Social Media
  29. 29. Visitors LeadsMap Marketing Efforts to Every Stage of the Sales Funnel Customers
  30. 30. Visitors Webinar: 12 Quick Tips toSearch GoogleLike an Expert Leads Blog Post: Think Like a Publisher: 3 Tips to Generate More Leads Success Story: Software Company Doubles Organic Traffic and Grows Lead Conversions with HubSpot Customers
  31. 31. 1 MoFu CRM Sync DeDup Lead revisit notification to SR
  32. 32. 2 MoFuImport 50kImport Custom .cs v CRM Sync DeDup Lead revisit notification to SR
  33. 33. 3 MoFuImport 50kImport Custom .csSocial Media Match v CRM Sync DeDup Lead revisit notification to SR
  34. 34. 4 MoFuImport 50kImport Custom .csSocial Media Match vSegmentSegment Custom CRM Sync De Dupe Segment Lead revisit notification to SR
  35. 35. 5 MoFuImport 50kImport Custom .csSocial Media Match vSegmentSegment CustomEmail 50kEmail images CRM Sync De Dupe10 Templates SegmentSchedulingMobile Social Lead revisit notification to SR
  36. 36. 6 MoFuImport 50kImport Custom .csSocial Media Match vSegmentSegment CustomEmail 50kEmail images CRM Sync De Dupe10 Templates SegmentSchedulingMobile Social Lead revisit notification to SR
  37. 37. 7 MoFuImport 50kImport Custom .csSocial Media Match vSegmentSegment CustomEmail 50kEmail images CRM Sync De Dupe10 Templates SegmentSchedulingMobile SocialLead nurture lists Lead revisit notification to SR>1 Nurture per lead+1 Lead to campaignCustomize timing & freqAPI
  38. 38. 8 MoFuImport 50kImport Custom .csSocial Media Match vSegmentSegment CustomEmail 50kEmail images CRM Sync De Dupe10 Templates SegmentSchedulingMobile SocialLead nurture lists Lead revisit notification to SR>1 Nurture per lead+1 Lead to campaignCustomize timing & freqAPISalesforce Connector
  39. 39. 9 MoFu B .cs v CRM Sync De Dupe Segment Lead revisit notification to SR
  40. 40. WHAT NEXT? 42
  41. 41. Next Gen MoFu
  42. 42. Next Gen MoFu
  43. 43. USER ACTIVITY PERSONALIZATION
  44. 44. Next Gen MoFu B .cs v CRM Sync De Dupe Segment Lead revisit notification to SR
  45. 45. Next Gen MoFu B .cs v CRM Sync De Dupe Segment Lead Revisit Notification
  46. 46. Next Gen MoFu B .cs v CRM Sync De Dupe Segment Personalize Listen Sales Alerts
  47. 47. Next Gen MoFu B .cs v CRM Sync De Dupe Segment Personalize Listen Sales Alerts
  48. 48. Users, Usage & Conversion Better Users & Usage PersonalizationBetter Conversion Better Value 50
  49. 49. USER ACTIVITY INBOUND MARKETING Kirsten EXPERIENCE CUSTOMIZED for Kirsten f+ Facebook Follow Opt Out Service Chat Page Visits Social Favorites Mobile Activity Web SMS Tools & Apps 51
  50. 50. 52
  51. 51. 53
  52. 52. 54
  53. 53. INBOUND MARKETING EXPERIENCE MIKE CUSTOMIZED For Mikef+ Facebook Follow Purchase Hx $ EmailPage Visits Social Webinar Blog Sub Web Mobile Tools & Apps 55
  54. 54. Screenshot of Mike’s Amazon.comhomepage 56
  55. 55. Increasing Trial Usage Lead Starts 15 Day Trial 1 Week Left IFWelcome Email Not logged in and Not upgraded IF 1 Day Left Not logged in 7 Day Trial and Reminder Email Not upgraded 1 Day Trial Reminder Email
  56. 56. JoanneSigned Up!
  57. 57. IMAGINEYOU CANDO THISFOR ANYACTION …
  58. 58. Why?•Deal Speed•Customer Retention•Cross & Up-sell•Low-Touch Support
  59. 59. Complicated Easy & Integrated& Confusing
  60. 60. Thank Thank you!Thank you! you! Thank Thank you! you! Thank Thank Thank you! you! you! Thank Thank you! you!
  61. 61. THANK YOU Jeanne Hopkins twitter.com/jeannehopkins linkedin.com/in/jeannehopkins jhopkins@hubspot.com www.HubSpot.com

×