Toward Lead Generation, Nurturing and Optimization: Hubspot, Salesforce, and InsightSquared
Lead Generation Strategy: Overview• Adopting a campaign-lead generation strategy with focus on three key sectors (Nonprofit, Education & Automotive) – Solution selling (multiple products) – Cross marketing peer to peer to Education market• Tradeshows – Run Walk Ride (Nonprofit/marathon) – Association of Fundraising Professionals (Nonprofit) – NTEN (Nonprofit Technology) – TSUN (Education) – NADA, Pay Here Pay Here (Automotive)• Lead Tracking Tools – Hubspot – SalesForce – InsightSquared
Sales & Marketing Campaigns - Nonprofit• Marathon Fundraising – Resources reallocated to focus on winning back marathons lost to Crowdrise/Razoo – Reduced pricing to 3.99% to compete – Attending new conferences to generate leads• Non-Sponsored NPO Engagement – Focus on up selling Donate Now and Mobile Transact to 3000+ non-sponsored NPO’s – Check will contain marketing message regarding FG’s service• Competitive Win Campaign – Download lead lists from major competitors (Network for Good, JustGive, Crowdrise) – Begin calling campaign (Goal – 30% of Top 100 clients; 20% across entire campaign)• National “Cause” Campaign – Highlight national “cause” on FG’s website – Engage NPO’s and fundraisers to participate in national campaign – Provided reduced subscription fee ($300) to new NPO’s that participate that month• National Brands – Focus sales team monthly on winning NPO’s associated with National Brands • Ronald McDonald House, Habitat for Humanity, Junior Achievement
Sales & Marketing Campaigns - Education• Peer to Peer Product Sales – 800+ universities have expressed interest in the Peer to Peer product over the years – Sales team will focus on contacting these schools and closing deals – 25 opportunities generated from initial email • Closed: Cornell, Michigan State, Vanderbilt, Purdue• Partnership Relationship – SunGard – Revisiting marketing campaign to support promotion of upgrade to 3.0 eSchoolPlus • 20 schools will be live in March• FSP Website Redesign – Redesign FSP website to generate B to B leads• Visa Rule – Convenience fee – Focus on selling FT to universities based upon the Visa rule change
Sales & Marketing Campaign - Automotive• FastTransact – Focus on selling FT to current dealerships for processing of loan payments and propane merchants• Partnership Relationship – Frazer – Work with partner on increasing sales opportunities and lead lists – ADP Web1000 – Marketing creating email templates for additional pilot clients – Dealer Solutions – Participating in users conference, email blast to promote FSP – Vertrax – Joint marketing, focusing on selling FT to this propane partner – Medical (new vertical) • BPA Best Practice Academy – Affiliate partner • Careblue – integration complete• FSP Website Redesign – Redesign FSP website to generate B to B leads
“If you have more money than brains, youshould focus on outbound marketing. Ifyou have more brains than money, youfocus on inbound marketing.” - Guy Kawasaki,(Former chief evangelist, Apple Computer)
Be an Inbound Marketing Bee• No more pushing. Pull them in.• Make sweet n’ sticky honey. 1. Be sweet - Attract viewers to your site with engaging content. 2. Be sticky – Viewers offer up information in exchange for useful downloadable content. 3. Be sticky - Nurture them down the sales funnel.
Landing Pages Is this sweet n’ sticky? A landing page is a webpage where individuals input their information in exchange for downloadable content – turning them into leads that are pushed down the sales funnel.
Wrapping up: Keys to Lead Gen, Nurturing, and Optimization• Stay the course in sharing remarkable, actionable content that engages our audience• Nurture leads through workflows in Hubspot• Clean up Salesforce for consistency and accuracy for better readings in InsightSquared