1. Closed Loop Marketing
Van zelf naar vanzelf!!?
Hubspot User Group
March 26th, 2014
John Boham
Contact:
Tel. 020-452 7505
eMail. John@FourPoints.nl

2. Closed Loop Marketing
Agenda
• Inbound vs. Closed Loop Marketing Models
• Inbound
• Closed Loop
• Support
• Hubspot
• Salesforce.com
• Our approach for now

3. Block 2: Strategy & Business Architecture
Introduction
Architecture?
Closed Loop Marketing
New marketing trends
Van Product-push
To Customer-pull
From periodic campaigns
To “Next Best Offer” @
customer contact
From one message per channel
To one consistent message
across all channels
From shouting, disturbing and
often annoying
To informing and facilitating
Closed Loop
Marketing…

4. Block 2: Strategy & Business Architecture
Introduction
Architecture?
Closed Loop Marketing
Definition Inbound Marketing Wikipedia
Inbound Marketing is a marketing philosophy that went to be all the rage during the past years,
especially in the USA.
Inbound marketing is based on the principle to get found by potential customers within the target
group, without disturbing them with traditional marketing instruments like advertisements, direct
mailing, cold calling and cold canvassing.
The term ‘inbound marketing’ is coined by HubSpot’s Brian Halligan, in 2005. According to HubSpot,
inbound marketing is especially effective for small businesses that deal with high dollar values, long
research cycles and knowledge-based products.
An inbound marketing strategy can consist of:
1. Creating relevant content for the target group
2. Optimizing the search for that content
3. Online promoting of this content, for example using social media marketing, blogging and
pay-per-click campaigns
4. Converting website visitors to customers using automated e-mail campaigns

5. Block 2: Strategy & Business Architecture
Introduction
Architecture?
Closed Loop Marketing
Used to be easy
Source: Hubspot

6. Block 2: Strategy & Business Architecture
Introduction
Architecture?
Closed Loop Marketing
Complex Relationship Building
Source: Hubspot

7. Block 2: Strategy & Business Architecture
Introduction
Architecture?
Closed Loop Marketing
Buyers and influencers
Source: Hubspot
Buyers:
Repeat business: deep-
selling & cross-selling
Influencers:
evangelists, promoters,
advocacy
Why are the influencers
in the Purchase-column ?
Forrester Oct. 2012

8. Block 2: Strategy & Business Architecture
Introduction
Architecture?
Closed Loop Marketing
Repurchase and Promotion
Source: Hubspot
Repurchase
Promotion

9. Closed Loop Marketing
Two Closed Loops…..
Source: Hubspot
Closed
Repurchase
Loop
Closed
Promoter
Loop

10. Block 2: Strategy & Business Architecture
Introduction
Architecture?
Closed Loop Marketing
Hubspots' closed loop
Source: Hubspot
Only the closed
repurchase
loop….?

11. ATTRACT
Closed Loop Marketing
More detail to understand the loops
Awareness
Phase
Relevance
Phase
CONVERT Intent
Phase
Comparison
Phase
Research
Phase
CLOSE
Re-Purchase
Phase
Purchase
Phase
DELIGHT
Promotion
Phase

12. Block 2: Strategy & Business Architecture
Introduction
Architecture?
Closed Loop Marketing
Used to be easy
Source: Hubspot
Awareness within Convert?
Research, Consideration
and Intent = Awareness?
Confusing… !

13. Block 2: Strategy & Business Architecture
Introduction
Architecture?
Closed Loop Marketing
Cradle to Cradle / Omnichannel
Awareness Consider/Research Trial/Buy Service
Broadcast
Direct Mail
Store
Internet
Call center
Delight?The Marketeer’s Myopia?

14. HOW DO
HUBSPOT EN SALESFORCE
SUPPORT
THE TWO CLOSED LOOP
MECHANISMS ???

15. Closed Loop Marketing
Two Closed Loops…..
Source: Hubspot
Closed
Repurchase
Loop
Closed
Promoter
Loop

16. Marketing
Qualified
Lead
Sales
Qualified
Lead
Closed Loop Marketing
One-directional base
Buyer
Personas

17. Closed Loop Marketing
One-directional base
Buyer
Personas

18. Closed
Repurchase
Loop
Closed Loop Marketing
Closed Repurchase Loop
Buyer
Personas

19. Out of our network (e.g. employees at customer sites) signals
are given that maintenance of management reporting at
customer ‘Y’ leaves room for improvement.
Lead
Marketing
Qualified
Lead
Sales
Qualified
Lead
Customer Promoter
Out of Salesforce a
Hubspot workflow is
initiated, aimed at the
Managed Services Offering
Closed Loop Marketing
Case 1

20. During the evaluation of a finished project, Customer ‘X’
indicates that he is in need of an auditor that can review his
data warehouse. An opportunity is added to Salesforce
Lead
Marketing
Qualified
Lead
Sales
Qualified
Lead
Customer Promotor
Out of Salesforce a
Hubspot workflow is initiated
aimed at the ‘Advice’ service
offering
Closed Loop Marketing
Case 2

21. Closed
Promoter
Loop
Closed Loop Marketing
The Closed Promoter Loop
Buyer
Personas

22. Closed
Promoter
Loop
Closed
Repurchase
Loop
Closed Loop Marketing
How do we cope @ FourPoints?
Buyer
Personas

23. Block 2: Strategy & Business Architecture
Introduction
Architecture?
Closed Loop Marketing
Answers….?
- Is ‘Delight’ during the Use / Service Phase supported
by Salesforce? Or Hubspot?
- Can we setup a promotional closed loop through
interaction between Salesforce and Hubspot?
- Should we use a Cloud Integration Platform (e.g.
Zapier) to automate that process using the API’s of
Hubspot and Salesforce?