The slides which Chris Rooney (@roonbeam) presented at our Marketing Automation & IP Seminar on 21st September.

1. Helping Companies
Grow with HubSpot
Attract, understand and delight your customers
Chris Rooney

2. Chris Rooney
Channel Manager, EMEA
HubSpot
@roonbeam
International Marketing
Agency Specialist
UK and Ireland

3. Agenda
1 Why Inbound Marketing?
2 Delivering an Inbound Marketing Campaign
3 Inbound Marketing and HubSpot
4 Expected Results and ROI
5 Customer Success Stories

4. 1 Why Inbound?

5. Over the past
decade, there’s been
a fundamental shift in
the way companies
reach their audience.

6. 94%
skip TV ads
94%
unsubscribe
from email
27%
direct mail is
never opened
BROKEN.
The old
marketing playbook
is
50%
are on do
not call
lists
Base: Varied bases, minimum 598 global consumers
Source: HubSpot Global Interruptive Ads Survey, Q4 2015 – Q1 2016.

7. Cold Calling
Cold Emails
(SPAM)
Interruptive Ads
Marketer - Centric
SEO
Blogging
Attraction
Customer - Centric
InboundTraditional
vs.
Technology has changed how people search and buy,
but marketing has not caught up.

8. Content
Inbound Helps You
Get Found:
• Website pages
• Blog articles
• Social media messages
• All optimized to drive qualified
leads to your site
Your customers now start
their search online.

9. Marketing with a magnet,
not a sledgehammer.
In a Nutshell

10. 2 Delivering an Inbound Marketing
Campaign

11. How to Run an Inbound Marketing Campaign
Awareness
Consideration
Decision
Your Buyer Persona The Buyers Journey
 Identify Your Audience

12. How to Run an Inbound Marketing Campaign
 Identify Your Audience
 Set Clear Goals (SMART)
 Create your offers and conversion path

13. Content Mapped to the Buyers Journey
Awareness Consideration Decision
 Guides
 Tips Sheets
 Checklists
 Kits
 Templates
 Quizzes
 Webinars
 Case
Studies
 Reports
 E-books
 Whitepaper
s
 Podcasts
 Trials
 Demos
 Consultations
 Estimates or Quotes
 Coupons
 Discount codes

14. How to Run an Inbound Marketing Campaign
 Identify Your Audience
 Set Clear Goals (SMART)
 Create your offers and conversion path
 Identify relevant long tail keywords
 Blog, Blog, Blog
 Email
 Social
 Paid Traffic (PPC)
 URL Tracking
 Reporting Tools

15. 3 Inbound Marketing and HubSpot

16. The Inbound Methodology

17. Blogging
Easily create remarkable
content that will help your
business get found
Social Inbox
Publish and see Social Analytics
across Facebook, LinkedIn,
Twitter and other networks
SEO
Improve your search
rankings and get
found by quality
leads
Attract
Strangers  Visitors

18. Calls-to-Action
Build beautiful buttons and
callouts to convert traffic
to leads in a snap
Landing Pages
Create more pages that improve
conversion rates and
generate leads
Forms
Ask the right questions at the
right time to optimize
lead conversions
Lead Management
Segment leads based on their
activity across your site
and other channels
Convert
Visitors  Leads

19. Email
Personalize your emails with
any field from your
marketing database
Marketing Automation
Use marketing automation
to trigger timed follow up
emails to your contacts
Analytics
See which traffic sources are
generating the most leads,
plus other insights
CRM Sync
Pass lead insight to your CRM to
inform your sales team and help them
to create warmer opportunities
Close
Leads  Customers

20. Empower Your Sales Team
Pass valuable lead intelligence to your sales team for faster follow-ups, better connects, and warmer leads.
360° View of Your Leads
What companies are
visiting our site?
What pages have
they viewed?
What have they
converted on?
How engaged are
they?
When are they on
our site?
What emails have
they opened?
Who are they on
social media?

21. Expected Results & ROI4

22. Analyze Your Marketing ROI
Understand which of your marketing activities are driving the best visitors, leads, and
customers to your business.
Customers
• Keyword Rankings
• Page Views
• Blog Visits and
Subscribers
• Social Media Reach
• Social Media Message
Analytics (clicks, etc)
• Social media channels
• Highest lead generating
channels for:
• Landing Pages
• Email
• Site Pages
• Contacts database size
• Number of MQL and
SQLs
Visitors Leads
• Sources ROI
• Number of customers
• Lifecycle summary

23. Performance Benchmarks
Customers
 At least 30% of total traffic should be coming from organic
 Landing page conversion rate should be 20-25%
 Visits-to-contacts rate should be 1.5-3%
 Email open rate should be 20%
 Email click rate should be 3-7%
 Unsubscribe rate should be less than 5%
 Bounce rate should be below 5%
 Spam complaint rate should be at .1% or lower
 CTA click-through-rate should be 2-3% per page (in CTAs tool)
Source: www.hubspot.com/research

24. Attracting Visitors
Average customer ROI after
using software for 1 year
4.1x
Average Increase in
Monthly Website Visitors
Converting Leads
3x
Average Increase in
Monthly Leads
Closing Customers
79%
Report Growth
in Revenue
Source: MIT Sloan graduate student study
available at HubSpot.com/ROI

25. Ok, so why do inbound
marketing with HubSpot?

26. Traditional marketing automation software
doesn’t address your whole marketing funnel.

27. Strangers
Visitors
Leads
Customers
It only serves one or two
stages of the marketing funnel.
Traditional email marketing / marketing automation tools
(like Eloqua or MailChimp)

28. HubSpot is a complete inbound marketing platform
designed to generate more traffic, leads and customers.
Email
marketing
automation
helps here.
It doesn’t
help if
your
problem is
here.

29. Our team of Inbound Marketing Professors hold 8+ live training sessions daily on every part of your
marketing and sales funnel.
Join the team or watch the recordings on your own time.
Monday Tuesday Wednesday Thursday Friday
COS Site Pages Content Creation Training Convert
and Close
Lab: Email Training: Workflows
Salesforce and
Lead Scoring
Site Pages Lab: Blogging Training: Attract -
Integration
Training: Creating A
Comprehensive
Sales
Training: Intro to
Workflows
Forms Training: Goal
Setting
Training: Buyer
Personas
Lab: Campaigns
Training: Ultimate
Sales and
Marketing
Alignment
Live Lab: Keywords Training: Social
Monitoring
Lab: Landing Pages Training: Calls-to-
Action
+ 4 More + 4 More + 4 More + 4 More + 4 More
Example of weekly Schedule

30. 4 Customer Success
Stories

31. London Start Up Ometria Fast Tracks Growth with
HubSpot
"As a small start up, with limited resources in terms
of time and money, inbound made sense."
Ed Gotham
Head of Demand Generation
Ometria
Full story: http://www.hubspot.com/customers/ometria
60%
Increase in
revenue within
the 1st year
558%
Increase in leads
368%
Increase in web traffic

32. Retail Location Expert LDC Boosts Revenue by 30%
With HubSpot
“The HubSpot software gives you a platform for success
and frees up your time to concentrate on strategy. It will
take your marketing to the next level.”
Mark Colgan,
Digital Marketing Manager
Full story: http://www.hubspot.com/customers/ldc
4X
Increase in leads
30%
Revenue attributable
to Inbound
57%
Leads are from organic
traffic

33. HubSpot's Salesforce Integration Revitalizes
Tui's Marketing
"While I work with a lot of small companies, I am part of
a global company and it was an important factor in my
decision making that HubSpot could grow with TUI."
Full story: www.hubspot.com/customers/tui
20-50%
Y-o-Y increase in monthly
site traffic across brands
20%
y-o-y increase in
monthly leads for
education brands
106%
Y-o-Y increase in presales
revenue for student gold
pass/on-tour excursion
campaign

34. Questions?

35. Thank you