This document discusses modern sales and marketing best practices presented by Mark Roberge of HubSpot. The key points are: 1. Align marketing with modern buyer behavior through inbound marketing techniques like blogs, SEO, and social media. 2. Attract prospects through a consistent content engine of eBooks, blog posts, social media posts, and tweets. 3. Avoid over-reliance on marketing automation by personalizing outreach based on context like company size instead of sending automated messages. 4. Convert sales through personalization and by establishing a marketing SLA to quantify lead values and sales team responsibilities. 5. Align sales and marketing teams through daily accountability of lead generation and conversion metrics

1. Modern Sales & Marketing Best Practices
Synergy 2012
Mark Roberge
SVP of Sales and Services, HubSpot
@markroberge

2. TRANSFORMATION AND PERSONALIZATION,
NOT AUTOMATION

3. Outbound Marketing
3 @markroberge

4. Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson
4 @markroberge

5. Inbound Marketing: Align with Buyer Behavior
Blog SEO Social Media
5 @markroberge

6. How Do You Get to the Top?

7. Social Authority is Largest Influencer of SEO
http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings

8. SEO = Create & Promote Content
Blog SEO Social Media
8 @markroberge

9. IMPACT OF MONTHLY BLOG ARTICLES ON
INBOUND LEADS FOR B2B & B2C COMPANIES
1800
1600
1400
1200
NEW 1000
LEADS
INDEX 800 B2B
600 B2C
400
200
0
Share This Report! MONTHLY BLOG POSTS
http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses

10. 100+ Examples of Inbound Success
http://www.hubspot.com/customer-case-studies/
10 @markroberge

11. TRANSFORMATION AND PERSONALIZATION,
NOT AUTOMATION
1. Align Marketing with Modern Buyer Behavior: Inbound Marketing

12. Create Your Content Engine
Create Your Content Engine
12 @markroberge

13. Create Your Content Calendar
Create Your Content Calendar
1
eBook w/ LP / Month
13 @markroberge

14. Create Your Content Calendar
Create Your Content Calendar
1
eBook w/ LP / Month
4
Blog Posts / Month
14 @markroberge

15. Create Your Content Calendar
Create Your Content Calendar
1
eBook w/ LP / Month
4
Blog Posts / Month
8
FB Posts / Month
15 @markroberge

16. Create Your Content Calendar
Create Your Content Calendar
1
eBook w/ LP / Month
4
Blog Posts / Month
8
FB Posts / Month
16
Tweets / month
16 @markroberge

17. Create Your Content Calendar
Create Your Content Calendar
1
eBook w/ LP / Month
4
Blog Posts / Month
8
FB Posts / month
16
Tweets / month
17 @markroberge

18. TRANSFORMATION AND PERSONALIZATION,
NOT AUTOMATION
1. Align Marketing with Modern Buyer Behavior: Inbound Marketing
2. Attract Prospects with Your Content Engine

19. Your List Expires at ~25% / Year
Year 1 Year 2 Year 3
50K 21K

20. 20

21. Marketing Automation Expiration
500 Leads
50K list
4% CTR
25% Conversion 42 Leads
21K list
1% CTR
20% Conv
21 @markroberge

22. TRANSFORMATION AND PERSONALIZATION,
NOT AUTOMATION
1. Align Marketing with Modern Buyer Behavior: Inbound Marketing
2. Attract Prospects with Your Content Engine
3. Avoid Death by Marketing Automation

23. Traditional Marketing Automation
CONTEXT MEDIUM

24. Personalization, Not Automation
CONTEXT MEDIUM
Owner
Ollie
Marketing
Mary
Enterprise
Erin

25. TRANSFORMATION AND PERSONALIZATION,
NOT AUTOMATION
1. Align Marketing with Modern Buyer Behavior: Inbound Marketing
2. Attract Prospects with Your Content Engine
3. Avoid Death by Marketing Automation
4. Convert Sales through Personalizaton

26. The Marketing SLA
Owner Ollie Leads Marketing Mary Leads
(1-100 Employees) (100-2,000 Employees)
Lead Type Lead Value Lead Type Lead Value
Webinar $.07 Webinar $.35
eBook $.05 eBook $.45
Free Trial $.45 Free Trial $2.10
Demo Request $.95 Demo Request $2.75
Enterprise Erin Leads
(2,000+ Employees)
Lead Type Lead Value
Webinar $.85
eBook $1.00
* Data has been altered from actual Free Trial $4.25
HubSpot data for the purposes of this
presentation Demo Request $6.10

27. The Sales SLA
LTV / COCA
Attempt #
Ollie Leads Mary Leads
Erin Leads
* Data has been altered from actual HubSpot data for the purposes of this presentation

28. Daily Accountability for Marketing & Sales
* Data has been altered from actual HubSpot data for the purposes of this presentation

29. TRANSFORMATION AND PERSONALIZATION,
NOT AUTOMATION
1. Align Marketing with Modern Buyer Behavior: Inbound Marketing
2. Attract Prospects with Your Content Engine
3. Avoid Death by Marketing Automation
4. Convert Sales through Personalizaton
5. Align Sales and Marketing

30. create
marketing
people love

31. Content

32. Context

36. www.HubSpot.com/3
#inbound12

37. THANKS
Mark Roberge
SVP of Sales and Services, HubSpot
@markroberge