How to Create a Sales and Marketing Love Affair Using HubSpot

•

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HubSpot offers marketing software that helps companies transition from traditional outbound marketing to inbound marketing using content, search engine optimization, social media, and analytics. Inbound marketing is more cost-effective for small and medium businesses compared to outbound tactics like phone calls. HubSpot has over 1,500 customers and has raised $17 million in funding. Case studies show HubSpot customers increasing leads by 500% or more and increasing conversions while paying for HubSpot many times over with the new leads generated. HubSpot's software helps marketers improve lead volume and quality by attracting the right visitors and nurturing leads, while providing more lead details to sales. It also allows companies to measure marketing ROI by tracking leads through the funnel and tying closed deals

Business Technologie

Creating a Sales & Marketing
Love Affair w/HubSpot Software

Mike Volpe Ellie Mirman
VP Marketing @HubSpot Inbound Marketing Manager
Twitter: @mvolpe Twitter: @ellieeille

Marketing Has Changed

1950 - 2000 2000 - 2050

Outbound Marketing Becoming Hard
800-555-1234
Annoying
p
Salesperson

Inbound Marketing

Blog
g SEO Social Media

Relative Cost/Lead for SMBs

Source: Survey of 100’s of SMBs - www.HubSpot.com/ROI

HubSpot Background
• Founded:  2006 1,500+ Customers
• Team:  95 (15 MIT)
T 95 (15 MIT)
• A:  $5m General Catalyst
• B:  $12m Matrix Partners
• Outside Director:
Outside Director:
Gail Goodman, CEO
Constant Contact (CTCT)
Constant Contact (CTCT)

Proven ROI of Inbound Marketing

Cilk Arts Increases Leads 500%

Makana Solutions 3x Leads, 2x Conversions

Vocio Pays for HubSpot 30x Over with New Leads

Objective Management Group Grows Leads 360%

Bridge Group Doubles Online Leads
g p

Source: www.HubSpot.com/ROI

HubSpot Inbound Marketing
Process Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
Get Found • Analytics

Convert Convert
• Test • Offers / CTAs
• Target Convert
C t • Landing Pages
• Nurture • Email
• Lead Intelligence
• Lead Mgmt
• Analytics

Overheard in sales…

• All the leads suck.
• We don’t get enough leads.
• None of the leads close
close.
• Marketing is a waste of money.

Challenges

• Lead Volume
• Lead Quality
• Communication
• Measurement

Making Sales Love Marketing

• Increase Lead Volume
• Improve Lead Quality
• Provide More Lead Info
• Measure Lead Close Rates

Inbound Marketing
Search Engines Blogs Social Media

Get Found

Convert
C t

What to Publish?

• Blog
g
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

Improving Lead Quality

Drive more inbound leads

Attract the right website visitors

Nurture leads to the next step

Lead Nurturing

Get leads to take the next step

Provide More Lead Information

Give sales a more complete picture

Show the activity on each lead

Customize follow-up to activity
follow up

Closed Loop Marketing Measurement

Track leads all the way through sales

Tie website visitors to closed deals

Tie closed deals to lead sources or
campaigns

Track Visitors, Leads, Sales

Track visitors. Track leads. Track customers.

Traditional Marketing

Marketing Sales

Problems:
• Duplicate leads
• Limited lead information
• No feedback from sales

HubSpot Closed Loop Marketing
• de-duplicate leads
• import to CRM
p
• lead intelligence

Marketing Sales

• contact info & status updates
• closed l
l d loop d t t analyze
data to l

HubSpot Closed Loop Marketing
• Improve Marketing
• I
Increase lead quality
l d lit
• Learn which marketing programs are working
and which aren’t
aren t
• Increase marketing ROI
• I
Improve Sales
S l
• Help sales prioritize leads
• Help sales make warmer calls
• Increase sales close rate
• Increase sales ROI

Thank You!

www.HubSpot.com/Free-Trial
www HubSpot com/Free Trial

Mike Volpe Ellie Mirman
VP Marketing @HubSpot Inbound Marketing Manager
Twitter: @mvolpe Twitter: @ellieeille

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2. Marketing Has Changed 1950 - 2000 2000 - 2050

3. Outbound Marketing Becoming Hard 800-555-1234 Annoying p Salesperson

4. The Good News!

5. Inbound Marketing Blog g SEO Social Media

6. Relative Cost/Lead for SMBs Source: Survey of 100’s of SMBs - www.HubSpot.com/ROI

7. HubSpot Background • Founded: 2006 1,500+ Customers • Team: 95 (15 MIT) T 95 (15 MIT) • A: $5m General Catalyst • B: $12m Matrix Partners • Outside Director: Outside Director: Gail Goodman, CEO Constant Contact (CTCT) Constant Contact (CTCT)

8. HubSpot Awards

9. HubSpot Buzz

10. Proven ROI of Inbound Marketing Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads g p Source: www.HubSpot.com/ROI

11. HubSpot Inbound Marketing Process Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs • Target Convert C t • Landing Pages • Nurture • Email • Lead Intelligence • Lead Mgmt • Analytics

12. Sales vs. Marketing?

13. Overheard in sales… • All the leads suck. • We don’t get enough leads. • None of the leads close close. • Marketing is a waste of money.

14. Challenges • Lead Volume • Lead Quality • Communication • Measurement

15. Making Sales Love Marketing • Increase Lead Volume • Improve Lead Quality • Provide More Lead Info • Measure Lead Close Rates

16. How to Increase Lead Volume

17. Inbound Marketing Search Engines Blogs Social Media Get Found Convert C t

18. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases

19. Optimize Your Content

20. Optimize Your Content

21. Publish Content to Social Media

22. Publish Content to Social Media

23. How to Improve p Lead Quality y

24. Improving Lead Quality Drive more inbound leads Attract the right website visitors Nurture leads to the next step

25. Attract the RIGHT visitors

26. Attract the Right Visitors

27. Lead Nurturing Get leads to take the next step

28. How to Provide More Lead Info

29. Provide More Lead Information Give sales a more complete picture Show the activity on each lead Customize follow-up to activity follow up

30. Lead Details

31. Salesforce.com or Other CRM

32. How to Measure Lead Close Rates

33. Closed Loop Marketing Measurement Track leads all the way through sales Tie website visitors to closed deals Tie closed deals to lead sources or campaigns

34. Measure the Lead Funnel

35. Track Visitors, Leads, Sales Track visitors. Track leads. Track customers.

36. Measure Campaign Effectiveness

37. Which Offers Convert Better?

38. Analyze Each Channel

39. Analyze Each Channel

40. Analyze Each Channel

41. Analyze Each Channel

42. Analyze Each Channel

43. Traditional Marketing Marketing Sales Problems: • Duplicate leads • Limited lead information • No feedback from sales

44. HubSpot Closed Loop Marketing • de-duplicate leads • import to CRM p • lead intelligence Marketing Sales • contact info & status updates • closed l l d loop d t t analyze data to l

45. HubSpot Closed Loop Marketing • Improve Marketing • I Increase lead quality l d lit • Learn which marketing programs are working and which aren’t aren t • Increase marketing ROI • I Improve Sales S l • Help sales prioritize leads • Help sales make warmer calls • Increase sales close rate • Increase sales ROI

46. Thank You! www.HubSpot.com/Free-Trial www HubSpot com/Free Trial Mike Volpe Ellie Mirman VP Marketing @HubSpot Inbound Marketing Manager Twitter: @mvolpe Twitter: @ellieeille

How to Create a Sales and Marketing Love Affair Using HubSpot

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