The document discusses how Hubspot can help the University of Michigan-Dearborn College of Business with their marketing efforts. It outlines some of the college's goals such as increasing enrollment in new graduate programs. It then explains how Hubspot can help address problems in areas like event registration, analytics, landing pages, workflows, and more. Hubspot provides tools that allow the college to better manage leads, measure marketing ROI, create customized content, and automate communications with prospects. The presentation concludes by highlighting additional Hubspot functionality like social media and blogging that could be implemented in future phases.

1. HubSpot for Higher
Education
Marketing
How can it help my college?
Jennifer Nordstrom, Senior Marketing Communications Specialist,
University of Michigan-Dearborn College of Business
Ann Oleson, CEO, Converge Consulting

2. Our Time Together
Add photo Jennifer
• What is Inbound Marketing
• What is Hubspot?
• Our situation/goals
Jennifer Nordstrom
• Why we chose Hubspot
• How it helps our college
• Features of Hubspot
• Questions
Ann Oleson

3. WHAT IS
INBOUND
MARKETIN
G?

4. Email
Postcard
Facebook
Website
Letter Alumni Magazine
Twitter
Your Marketing Hub

5. Outbound is Marketing is Broken
Outbound out. Inbound is in.
800-555-1234
Annoying
Salesperson

7. Be
Social
Content Strategy
Blogging
Article Writing
Calls to Action On-Page SEO
Landing Pages Keyword
Research
Site Architecture Measurement
Ability to Edit Site Analytics Installed

8. WHAT IS
HUBSPOT
AND
WHERE DID
IT COME

9. Converge Solutions for Clients
• Spent 1 year evaluating
solutions
• Multi-channel measurement
tool that would allow clients to
measure across channels to
understand ROI via
activity/action
• Landed on Hubspot due to
advanced analytics and
comprehensive suite of tools

10. Founded by MIT Sloan Graduates
TEXT
11 GOES
HERE
Text
goes
Funded Sequoia Capital,
Google Ventures &
here
Salesforce
5,600
customers
Average
worldwide
HubSpot
customer
lead growth:
32%
HubSpot Text
growth rate
of 6015% goes
Over three years
here

11. WHAT
MAKES
HUBSPOT
DIFFERENT

12. ALL-IN- SEO
1 ONE
HubSpot simplifies your
1
marketing by pulling
together everything you
need to grow your
enrollment.
Text
Marketing
goes
Automation
here
Social
Text
Marketing
goes
Content Media Analytics
Creatio here
n
Email &
Text
Landin goes
Lead
g
Pages
Nurturing here

13. OUR
SITUATION/
GOALS

14. Goals for 2012 and Beyond:
• Increase enrollment in graduate
programs, specifically 2 new
masters programs which launched
in Fall 2012 (Master's of Science in
Business Analytics and Master's of
Science in Supply Chain
Management)
• Generate more qualified leads to
encourage enrollment growth
• Better manage prospects
• Increase our social media
presence

15. WHY WE
CHOSE
HUBSPOT

16. Why we chose Hubspot
• Create easy user paths for prospective
students to find what they need
• Create customized landing pages to drive
leads to from online ads
• Enable quick, easy collection of lead data
• Easy to implement and manage
• Advance analytic capabilities
• Ability to centrally manage all marketing
activities

17. PROBLEMS/
SOLUTIONS

18. Event Registration
Problem:
• The University doesn’t have event registration software
• Used work around with e-mail system
• No automated follow up
Solution:
• Use of Hubspot landing pages and workflow
• Tracked exactly what we needed to know about registrants
• Automated confirmation e-mail

21. Analytics
Problem:
• Quantifying ROI of Online Advertising
• Placed ads this summer not sure how – or if – inquiries got to prospect form
Solution:
• Use Hubspot 7 different landing pages for programs
• Know specifically which source inquiry came from and how they got there
• Collect lead information and drive through funnel

25. Landing Pages
Easily create landing pages and measure their effectiveness over time.
Build landing Track conversion rates
pages in moments and submissions

26. Workflows
Problem:
• Inability to segment audiences on forms
Solution:
• Create customized workflow that sends unique e-mails based on
the form fields filled out

28. CRM Solution
Problem:
• Don’t have a CRM tool in which all prospect information is
contained
Solution:
• Use of Hubspot in place of CRM tool
• House all of prospects in this system

30. Email Marketing
Use one of HubSpot’s templates or customize your own.
Segment leads and target your emails based on website events.
Build and preview
your emails
Track and analyze
your email sends

31. Contacts
Problem:
• No detailed information on prospects
Solution:
• Use of contact tool that tracks all activity

33. Lead Intelligence
Understand how engaged your leads are and what content is drawing them
in.
See lead scores and repeat
conversions.
Get information on referral
sources and content
Gauge lead engagement and
link directly into salesforce

36. Analytics
Problem:
• Not knowing specific ROI for each activity that generates new
inquiries
Solution:
• Use of Dashboard and detailed data to understand ROI

39. SEO
Problem:
• Tools for keyword research and SEO and time to implement
Solution:
• Use of Keyword tool to do research on what words we should be optimizing
• Working to optimize both on page and titles

42. Lead Nurturing
Problem:
• Communications funnel not mapped or automated
Solution:
• Create customized automated funnel that nurtures leads
automatically through out the process

43. Lead Nurturing
Take email further by setting up lead nurturing campaigns. Send out a series of well-
timed emails designed to progressively guide your leads closer to a decision.
Set custom timing
And templates for
your campaigns
Attach a lead nurturing According to Forrester
campaign to an eBook Research, companies
or other marketing that excel at lead
offer
nurturing are able to
generate 50% more
sales-ready leads at
33% lower cost per
lead.

46. Additional Functionality- Phase II Roll out
• Social Media
• Blogging

48. Blogging Platform
Track how well your posts are optimized for search, get clear instructions
on how to Improve them.
Easy blogging
interface
Dynamic advice on
improving your
posts
SEO Optimization

50. Questions?