1. Toward Lead Generation, Nurturing
and Optimization:
Hubspot, Salesforce, and
InsightSquared

2. Lead Generation Strategy: Overview
• Adopting a campaign-lead generation strategy with focus on three key sectors
(Nonprofit, Education & Automotive)
– Solution selling (multiple products)
– Cross marketing peer to peer to Education market
• Tradeshows
– Run Walk Ride (Nonprofit/marathon)
– Association of Fundraising Professionals (Nonprofit)
– NTEN (Nonprofit Technology)
– TSUN (Education)
– NADA, Pay Here Pay Here (Automotive)
• Lead Tracking Tools
– Hubspot
– SalesForce
– InsightSquared

3. Sales & Marketing Campaigns -
Nonprofit
• Marathon Fundraising
– Resources reallocated to focus on winning back marathons lost to Crowdrise/Razoo
– Reduced pricing to 3.99% to compete
– Attending new conferences to generate leads
• Non-Sponsored NPO Engagement
– Focus on up selling Donate Now and Mobile Transact to 3000+ non-sponsored NPO’s
– Check will contain marketing message regarding FG’s service
• Competitive Win Campaign
– Download lead lists from major competitors (Network for Good, JustGive, Crowdrise)
– Begin calling campaign (Goal – 30% of Top 100 clients; 20% across entire campaign)
• National “Cause” Campaign
– Highlight national “cause” on FG’s website
– Engage NPO’s and fundraisers to participate in national campaign
– Provided reduced subscription fee ($300) to new NPO’s that participate that month
• National Brands
– Focus sales team monthly on winning NPO’s associated with National Brands
• Ronald McDonald House, Habitat for Humanity, Junior Achievement

4. Sales & Marketing Campaigns -
Education
• Peer to Peer Product Sales
– 800+ universities have expressed interest in the Peer to Peer product
over the years
– Sales team will focus on contacting these schools and closing deals
– 25 opportunities generated from initial email
• Closed: Cornell, Michigan State, Vanderbilt, Purdue
• Partnership Relationship
– SunGard – Revisiting marketing campaign to support promotion of
upgrade to 3.0 eSchoolPlus
• 20 schools will be live in March
• FSP Website Redesign
– Redesign FSP website to generate B to B leads
• Visa Rule – Convenience fee
– Focus on selling FT to universities based upon the Visa rule change

5. Sales & Marketing Campaign - Automotive
• FastTransact
– Focus on selling FT to current dealerships for processing of loan payments and
propane merchants
• Partnership Relationship
– Frazer – Work with partner on increasing sales opportunities and lead lists
– ADP Web1000 – Marketing creating email templates for additional pilot clients
– Dealer Solutions – Participating in users conference, email blast to promote FSP
– Vertrax – Joint marketing, focusing on selling FT to this propane partner
– Medical (new vertical)
• BPA Best Practice Academy – Affiliate partner
• Careblue – integration complete
• FSP Website Redesign
– Redesign FSP website to generate B to B leads

6. The Inbound Marketing Funnel

7. What is inbound marketing?

8. “If you have more money than brains, you
should focus on outbound marketing. If
you have more brains than money, you
focus on inbound marketing.”
- Guy Kawasaki,
(Former chief evangelist, Apple Computer)

9. It’s a noisy world

10. Be an Inbound Marketing Bee
• No more pushing. Pull them in.
• Make sweet n’ sticky honey.
1. Be sweet - Attract viewers to your site with
engaging content.
2. Be sticky – Viewers offer up information in
exchange for useful downloadable content.
3. Be sticky - Nurture them down the sales funnel.

11. Outbound vs. Inbound

12. Let Magneto explain

13. Tools of an inbound marketer

14. Benefits of Inbound Marketing

16. The 3 tools of inbound marketing
1. 2. 3.
Generate Nurture
Collect Report Optimize
Nurture Track Inform

18. How do we use Hubspot?

19. Landing Pages
Is this sweet n’ sticky?
A landing page is a webpage
where individuals input their
information in exchange for
downloadable content –
turning them into leads that
are pushed down the sales
funnel.

20. “I’m gonna make him
an offer he can’t refuse.”

21. Call to action
A call to action is an offer
What are we asking from our
viewers?
Should they download an ebook?
Attend a webinar?
What’s the “hook?” Where’s the
value?

22. How do we engage our audience?
• Social Media – Top of the funnel
• Blog - Top of the funnel
• eBooks - Middle of the funnel
• Webinars – Bottom of the funnel

23. Again, what is our philosophy?
PULL PUSH

25. Now what?

26. Thanks to workflows!

27. What are Hubspot Workflows?

28. How does Hubspot work with Salesforce?

30. How Marketing Uses Salesforce
• Reporting
• Tracking Sales Activity
• Inform Strategy

31. We use this

32. And turn it into this…

33. July 2012 Accounts

34. But this highly manual task can be
accomplished much easier

35. Toward Lead Optimization

36. InsightSquared is a Number Crunching
Champion

37. Lead Aging

38. Prospects waiting to convert

39. But…

41. Salesforce Cleanup

42. Wrapping up: Keys to Lead
Gen, Nurturing, and Optimization
• Stay the course in sharing
remarkable, actionable content that engages
our audience
• Nurture leads through workflows in Hubspot
• Clean up Salesforce for consistency and
accuracy for better readings in InsightSquared