The document summarizes the December 2015 Melbourne HUG meetup. It includes the agenda which involved presentations on sales and marketing alignment from Tim Dowling of WorkflowMax and INBOUND announcements on new tools from Charles McKay. There was also a live Q&A with HubSpot customers and discussions on aligning sales and marketing, new HubSpot launches like Inbound Ads and reporting add-ons, and key sales launches like improved prospects emails and Sidekick connections. Marketing and sales integration topics were discussed.

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Welcome Melbourne December
2015 HUG:
Charles McKay
CEO, Synx
@charles_mckay
Soumya Rao
Founder Connect Labs
@blinkinblues

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Agenda:
6:00 - 6:20 Networking and Drinks
6:20 - 6:50 Presentation: Sales and Marketing
Alignment from Tim Dowling Workflowmax
6:50 - 7:10 INBOUND Announcements New Tools,
Recap & Discussion
7:10 - 7:40 Live Q&A with HubSpot Customers
7:40 - 8:00 Drinks and more chats

4. Aligning Sales and Marketing
Tim Dowling - GM WorkflowMax

5. What is WorkflowMax?
An online job management software owned by Xero
Take projects from quote to invoice whilst tracking time and costs
Schedule, save documents, be across staff and jobs and drive visibility
Integrates with HubSpot and Xero to finish and complete service
business platform
Over 10,000 businesses on the platform

6. Why marketing automation?
Drive engagement with customer base
Attract new subscribers
Scale the sales team
Drive internal visibility

7. What have we done?
Host the entire website on Hubspot’s COS
Connect with Salesforce for sales team
Use email and page automation to funnel leads
Use lead scoring to measure engagement

8. Aligning Sales &
Marketing
Around the buyer
Map the buyer's journey
Understand and define marketing’s role vs sales’
Measure, measure, measure

9. Q & A

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INBOUND Announcements new Tools Recap & Discussion
Charles McKay
CEO, Synx
@charles_mckay

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Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Email
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart-Calls-to-Action
Email
Workflows
Attract Convert Close Delight
Visitors Leads Customers Promoters
INBOUND MARKETING METHODOLOGY

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KEY MARKETING
LAUNCHES

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53%
Of HubSpot customers
use paid advertising.

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Inbound Ads

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ADS ADD-ON
$135/month
The easiest way to create, measure, and
leverage ads for inbound marketing.
" Create ad campaigns in HubSpot:
Use LinkedIn and AdWords
campaigns that tie into your existing
marketing efforts.
" Measure conversions not clicks:
Connect the dots by combining paid
with HubSpot. You’ll know what
clicks convert into leads and
customers, for each ad.

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Marketers: Create all these
campaigns, run them, then
once they’re out the door…
Celebrate!

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Marketers end up spending more
time reporting than they do
actually getting the campaigns
out the door.

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REPORTING ADD-ON
$270 month
A centralized place to create multiple
dashboards with custom reports for all your
reporting needs.
Discussion point:
What metrics does your team need to
report on regularly?
Are you closing the loop between
Sales & Marketing?

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HubSpot’s biggest value
prop is “all-in-one”

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Your customer experiences
are not confined to just
marketing and sales
online meetings
invoicingeSignatures
events
Business
Intelligence
presentations
customer service
retargeting

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HUBSPOT CONNECT
A series of new integrations that bring
data into one integrated platform,
HubSpot.
Discussion point:
What integrations do you currently
use with HubSpot?

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EASY INITIATIVE - EDITORS
ALL CUSTOMERS
A newly designed editing experience that
includes the option to create content with
an inline editor.

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EASY INITIATIVE - DASHBOARDS
ALL CUSTOMERS
Newly designed dashboards for landing
pages and website that allow you to
manage and analyze your pages.

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EASY INITIATIVE – PAGE DETAILS
ALL CUSTOMERS
Easily view how your individual landing,
or website pages are performing in one
screen and how each is contributing to
your overall marketing objectives.

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EASY INITIATIVE - LISTS
ALL CUSTOMERS
A newly designed interface designed to
facilitate the process of building lists and
allows marketers to explore their data
faster.

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EASY INITIATIVE – CONTACT RECORD
ALL CUSTOMERS
The Contact Record in the Marketing
Platform and CRM has been merged to
provide a standard experience across
both platforms.

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EASY INITIATIVE - WORKFLOWS
PROFESSIONAL AND ENTERPRISE
You can now create your starting
conditions, goals, and branching logic for
your workflows without leaving the app.

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SMART CONTENT INSIGHTS
PROFESSIONAL AND ENTERPRISE
CUSTOMERS
A tool within the editors that provides
insights about your contacts database to
help you figure out where to add smart
content.

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79%
Of B2B marketers HAVE NOT
established even traditional
lead scoring.
Even though companies who
excel at lead nurturing
generate
50%
More sales-ready leads at a
33%
lower cost

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PREDICTIVE LEAD SCORING
ENTERPRISE ONLY
A grade or score calculated based on
historical data that shows how likely a
contact is to close into a customer.
Discussion point:
How do your sales and marketing
teams use lead scoring to prioritize
their time and resources?

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Leadin
Free
A HubSpot solution for small businesses
using WordPress
" Find out who's on your site and what they're
doing: Leadin gives you the details you need to
make your next move.
" More context for your conversations:
Automatically finds publicly available information
about each of your contacts. Details such as
location, work history, and company info can
give you more context when you reach out.
" Convert more visitors to contacts: Use the
optional popup form to prevent people from
slipping through the cracks.
" Keep your email tool up-to-date: Pushe
contact to an email list of your choice without
replacing any forms.

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KEY SALES
LAUNCHES

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PROSPECTS EMAILS
ALL CUSTOMERS
The redesigned Prospects email shows
companies who match your criteria,
connections you have at those
companies, and recent news stories
about those companies.
Discussion point:
How can this email help your sales
team prioritize who to reach out to?

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SIDEKICK CONNECTIONS
SIDEKICK FOR BUSINESS CUSTOMERS
Sidekick now surfaces connections
between your network and the
companies you are selling to that you
never previously knew existed.
Discussion point:
How do you currently get introduced
to a mutual connection?

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SEQUENCES
SIDEKICK FOR BUSINESS CUSTOMERS
Enroll a prospect to receive a sequence
of templated emails right from inside
Gmail or HubSpot CRM.
Discussion point:
What is your typical follow-up
strategy for your prospects?

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SIDEKICK FOR BUSINESS + SALESFORCE
SIDEKICK FOR BUSINESS CUSTOMERS
Sidekick for Business users will now have full
access to the Sidekick sidebar right inside
Salesforce. This includes all of the current
sidebar functionality, including the ability to
make calls right from the sidebar.

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@MENTIONS
ALL CUSTOMERS
@mentions in HubSpot CRM allow you
to mention a co-worker from any note
space in the CRM. Your colleague will
receive an email notifying them of the
mention.
Discussion point:
What tools does your team use to
collaborate on deals or tasks?

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GMAIL INTEGRATION
ALL CUSTOMERS
Gmail integration will allow HubSpot
CRM users to pull their full history of
interactions - including messages both
sent and received - into HubSpot CRM
automatically.

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MULTIPLE DEAL PIPELINES
ALL CUSTOMERS
Multiple deal pipelines will make it
possible for teams to set up separate
pipelines for different divisions, teams, or
products inside HubSpot CRM.

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http://www.stateofinbound.com/

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DO YOU USE A CRM?
Discussion point:
What CRM Do you use?

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Sales & Marketing SLA
Discussion point:
Do your teams meet regularly?
Agree on a Number of leads per month
from marketing.
Agree on a Number of sales per month
from sales.

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KEY TAKEAWAYS

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Marketing reporting and
attribution is more
important than ever
before

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Marketers are looking
for new ways to help
their audience find their
content

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Technology is trickling
down to the small
business

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The sales department is
being disrupted by new
technologies

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Its time to be more
human and personal
with your marketing

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Questions ?

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http://www.stateofinbound.com
http://www.stateofinbound./
Resources
HubSpot Connect
HubSpot
Reporting Demo
HubSpot Ads
HubSpot
Predictive Lead
Scoring
State of Inbound
2015
Leadin Free
SLA’s

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Q&A Panel Questions
Annamaria Montagnese
Cloud Success Manager, MailGuard Pty. Ltd
Elise Penton
Design & Communications Coordinator, Education Institute
Alex Chapman
Co-creator, TOP (Totally Optimized Projects)

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Thank You!
HubSpot Charles Soumya