Sales and marketing 2.0 platform


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Sales and marketing 2.0 platform

  1. 1. Sales and Marketing Insights Platform<br />Paul Wilson<br />
  2. 2. Sales and Marketing Ecosystem<br />Clsoed loop Sales and Marketing<br />From anonymous site<br />traffic on<br />data continues through the<br />Inbound and Automation platforms<br />through to<br />
  3. 3. Main Components of Lead Development<br />Ongoing Development<br />Conversion tools for New Visitors<br />Campaigns to Source New Database Names<br />Email delivery and tracking<br />Lead Nurture Plan<br /><ul><li>Multi-step segmented process
  4. 4. Uses all channels of approach
  5. 5. Leverages marketing assets</li></ul>Landing Pages<br />Targeted Banner Ads<br />Social Media Presence<br /><ul><li>Blog, Twitter, LinkedIn</li></ul>Email Outreach<br /><ul><li>Complete tracking
  6. 6. Integrated follow up
  7. 7. Behavioural scoring</li></li></ul><li>Hubspot Overview<br />
  8. 8. Hubspot Overview<br />How does your site stack up against the Competition?<br />Compare Overall Website Grades for SEO effectiveness with the Competition<br /><ul><li>Monitor the overall effectiveness of your strategy vs the competition
  9. 9. Measure the improvements gained through brand/marketing investment</li></li></ul><li>Hubspot Overview<br />Are you getting more pages ranked by Google?<br />Compare Number of Pages Ranked for SEO against the Competition<br /><ul><li>Add more content to increase the draw to your site
  10. 10. Monitor the completion for changes in tactic</li></li></ul><li>Hubspot Overview<br />Is the volume of traffic to your site growing?<br />Compare Traffic Ranks<br /><ul><li>The real measure is in the traffic
  11. 11. In this measure the lower the score – the better (measure is the site’s rank vs others)</li></li></ul><li>Hubspot Overview<br />How effective are your Marketing Campaigns?<br />Direct Traffic Compared to Leads<br /><ul><li>Are the visitors to the site “converting” by completing forms on the site
  12. 12. Conversion % (right hand axis) demonstrates the effectiveness of calls to action
  13. 13. Direct Visit Traffic trending (non-search) measures marketing campaigns like banners</li></li></ul><li>Hubspot Overview<br />Are your SEO tactics paying off?<br />Organic Search Traffic Compared to Leads<br /><ul><li>Measures the effectiveness of SEO optimizing in improving the “Get Found” factor
  14. 14. Leveraging Hubspot to create real SEO traction would create an ever increasing trendline
  15. 15. Overlay of conversion % indicates that some more dynamic calls to action are needed</li></li></ul><li>Hubspot Overview<br />Are you attracting readers to your Blog?<br />Blog RSS subscribers<br /><ul><li>Corporate Blogs are the primary engine for dynamic SEO rich content
  16. 16. Posts (flagged with #’s) impact subscribers
  17. 17. Measure of comments indicates the relevance of the Blog post content</li></li></ul><li>Hubspot Overview<br />Is your reach growing?<br />Measure of Reach<br /><ul><li>Hubspot integrates access to corporate Social Media Accounts to measure overall Reach
  18. 18. Social Media monitoring provides support to execute an effective 2.0 Marketing Presence</li></li></ul><li>Marketing Automation Overview<br />
  19. 19. Marketing Automation Platform<br />Are you getting more names?<br />Integrated Landing Pages<br /><ul><li>Calls to action connect to Landing Pages with marketing offers
  20. 20. Integrations to ensure complete Lead data visibility</li></li></ul><li>Marketing Automation Platform<br />Do you have Lead Development Programs?<br />Multi step Lead Development Offerings<br /><ul><li>Leads are enrolled by segment and score into appropriate Lead Development Campaigns
  21. 21. Multi channel connections mean seamless flow of data on web, email, and social media activites</li></li></ul><li>Marketing Automation Platform<br />Are your email messages working?<br />Email Delivery and Management<br /><ul><li>HTML emails delivered based on segments, score or other criteria
  22. 22. Full insight into the effectiveness of the message based on full behavioural analytics for opens, clicks, etc.</li></li></ul><li><br />
  23. 23. Campaign Information<br />Is ROI a 4 letter word?<br />Campaign Analytics<br /><ul><li>Aggregate all the key performance indicators on your Campaigns
  24. 24. Using Campaign Hierarchies provide roll up insight on all your KPI’s</li></li></ul><li> Detailed Lead Data<br />Does your Sales Team know whoe the Real Prospects are?<br />Lead / Contact level data<br /><ul><li>Arm your sales teams with real time data on all engagement activities of Leads and Contacts
  25. 25. Create relevant scoring and grading methodologies within
  26. 26. Customize workflows to ensure that your best prospects are ensured the proper sales attention</li></li></ul><li> Insights Dashboard<br />