Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

November HUG Group Meetup 11/9/15

72 views

Published on

On November 9, 2015 we held our inaugural San Jose HUG Meeting. Anna Norregaard of HubSpot was the presenter on Smarketing, addressing how to bring Sales & Marketing together with inbound marketing.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

November HUG Group Meetup 11/9/15

  1. 1. WELCOME! San Jose HubSpot User Group November 9, 2015 #SanJoseHUG
  2. 2. Agenda • Welcome & Intros • History of Infighting & Backstabbing • SMarketing • 5 TIPS FOR SMARKETING ALIGNMENT • Working backwards with Goal-Setting • Q&A (and then back to work)
  3. 3. ANNA NORREGAARD @UnfilteredAnna 3+Years @ HubSpot – Partner Executive Digital Junkie, hangry chef, adventurer Denver, CO, previously Boston
  4. 4. SALES VS. MARKETING
  5. 5. 87% of the terms sales & marketing use to describe each other are negative. Source: Corporate Executive Board survey, http://bit.ly/wQCz4b
  6. 6. Let’s go back to 1965.
  7. 7. You are no longer uninformed. Testimonials As one runner said, “The only people who will be left wearing German shoes will be either uninformed or idiots.” Social Positioning Bill Bowerman at Oregon said, “If I tried to take the (marathon) shoe away from Kenny Moore or Wade Bell, I’d have a fight on my hands.” Introspective opening Next fall will your cross country team be wearing the best shoe possible?
  8. 8. Fast forward to 2015.
  9. 9. Marketers are the ones tasked with driving growth.
  10. 10. Funnel Transitions Force Change
  11. 11. “Growth is never by mere chance; it is the result of forces working together.” - JC Penny Most Important lead sources by type
  12. 12. 1
  13. 13. Sales + Marketing = SMARKETING
  14. 14. DEFINING SMARKETING TERMS • Leads • Marketing Qualified Leads (MQL) • Sales Qualified Lead (SQL) • Opportunities • Customers
  15. 15. DEFINING LEAD FLOW & GOALS • Current Lead Volume & Velocity • Current Sales Team Expectations for lead follow up • Service Level Agreements
  16. 16. 1. BUILD TRUST
  17. 17. FREE GIFT TO YOUR SALES TEAM
  18. 18. 2. TECHNOLOGY IMPLEMENTATION
  19. 19. 3. MEASURE CURRENT STATUS | SET GOALS
  20. 20. 4. DEFINE SMARKETING SLA
  21. 21. Sales Dashboards * Data has been altered from actual HubSpot data for the purposes of this presentation
  22. 22. WORKING LEADS DEEP
  23. 23. MARKETING DASHBOARDS
  24. 24. 5. REVIEW PERIODIC RESULTS
  25. 25. Companies with strong sales & marketing alignment get 20% greater annual revenue growth. The Aberdeen Group, http://bit.ly/zmIJQD
  26. 26. CURRENT STATUS OF MARKETING GOALS AND INITIATIVES 1. Create a list of all marketing goals and initiatives tracked i. Visits goal ii. Leads goal iii. Customer goal iv. Customer retention/repeat purchase/satisfaction goal v. Additional marketing goals (conversion rates, CTRs, etc.) 2. Create reports for goals and status updates for initiatives
  27. 27. GATHER DATA FROM HUBSPOT 1 HubSpot Dashboard 2 Reports Home 3 Sources 4 Landing Page Dashboard 5 Blog Dashboard 6 Social Dashboard 7 Reporting Add-on 8 HubSpot CRM (or other CRM)
  28. 28. HOW DO WE SET GOALS FOR 2016?
  29. 29. Specific: Visits, Leads or Customers SMART GOAL SETTING S M A R Measurable: Provide a number Attainable: Understand benchmarks Relevant: Relates back to overall end goal T Timely: Include time-frame
  30. 30. Determine the marketing and sales numbers Funnel Stage Quantity Prospects/Visitor s 3200 Leads 1600 MQLs 800 SQLs 400 Opportunities 200 Customers 100 Inthisexample: Timeframe: 1 year Conversion rate between stages: 50% Revenue Goal Revenue Goal $100,000 Average Deal Size ÷ $1000 Customers 100
  31. 31. Customer Prospect/Visitors Opportunity MQL Lead SQL 3,200 1,600 800 400 200 100 $100,000 Prospect to Lead Conversion Rate Lead to MQL Conversion Rate MQL to SQL Conversion Rate SQL to Opportunity Conversion Rate Opportunity to Customer Conversion Rate Average Deal Size $1,000 Revenue Goal CONVERSION RATES NECESSARY TO WORK BACKWARDS FROM REVENUE
  32. 32. Prospect/Visitors Customer Lead Visit to Lead Conversion Rate Lead to Customer Conversion Rate CONVERSION RATES NECESSARY TO WORK BACKWARDS FROM REVENUE
  33. 33. QUESTIONS?

×