HubSpot International Group Webinar
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Take a sneak-peak into the best practices of Inbound Marketing, and how it can help you! HubSpot invented the industry, and shows you the most valuable ways to: 1. Generate more traffic 2. Convert Traffic into Leads 3. Accelerate those leads through your sales cycles 4. Further analyze your marketing efforts
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HubSpot International Group Webinar
- 1. Thanks for joining us, the webinar will begin soon Please select your choice of audio on your GotoWebinar console INBOUND MARKETING ESSENTIALS & LIVE HUBSPOT DEMO Connect with us: Blog.HubSpot.com Twitter.com/HubSpot Facebook.InboundMarketers.com LinkedIn.InboundMarketers.com
- 2. Today’s Agenda • Who Is HubSpot? • Traditional vs. Inbound Marketing • What is HubSpot? • Does it work for lead generation? • Product Demonstration • Q&A
- 3. 6,000+ $65M customers from VCs 325 45,000+ new leads per month employees
- 4. Traditional # Marketing vs. Inbound Marketing
- 6. The Marketing Playbook IS BROKEN. CALLER ID 6
- 7. SEO Blogging Social Media Viral Videos Freemium Trials VS. Email Telemarketing Direct Mail Email Blasts Print/Radio Ads PR Paid Search 7
- 8. VS. 8
- 12. # What is HubSpot?
- 13. 3 Proven Steps: success.hubspot.com 1 2 3 Measure Get Found Convert What Matters
- 14. Inbound Marketing Software Get Found
- 15. Inbound Marketing Software Get Found Convert $ 15
- 16. Inbound Marketing Software Get Found $ Convert $ Analyze 16
- 17. # Does it work?
- 18. Inbound marketing costs 62% less per lead than traditional, outbound marketing. OUTBOUND: $373 INBOUND: $143 #inboundsci SOURCE: HUBSPOT, 2011 18
- 19. Does HubSpot increase web traffic?
- 20. Does HubSpot increase leads?
- 21. How Long Does It Take? 21
- 22. 2011 MIT & Babson ROI Colt International: Study: Increases traffic 10X • Traffic: 13% Monthly Lift and social media • Leads: 32% Monthly Lift 9000% within 3 months Customers starting with 30 leads per month generated over 200 leads per month after 1 year of active use! Aclipse: Doubles Traffic, Saves $2K PPC www.hubspot.com/roi & Kills it with 33% Lead Conversion Inflexion-Point: 5x Traffic Increase with 50% of All 2011 Business from Inbound
- 23. Let’s # Show You! Demo …
- 24. Full details www.hubspot.com/pricing FREE Inbound Marketing Assessment: • Improve Search Engine Optimization • Increase Conversion • Competitor Analysis
Notes de l'éditeur
- GENERIC DECK TARGET TIME: 2 Minutes | TOTAL TIME ELAPSED at end of slide 2 MinsDEMO LEAD: Hi, my name is YOUR NAME, and I am a YOUR ROLE at HubSpot. Welcome to today’s webinar! I’m joined today by my teammate – NAME OF YOUR PARTNER.STORY TELLER: Thanks PARTNER NAME, I am a YOUR ROLE at HubSpot. It is great to talk with you all -- thanks for joining us today DEMO LEAD: While we wait for the last few attendees to join, I want to share some quick housekeeping information about today’s session.During the webinar, you can hear us, but we can’t hear you. BUT, we still want this to be a dialog. The way we make the next 60 minutes fun and valuable is all about your participation in driving the conversation.That’s why there are two ways we will keep it interactive with you today …1st, We’ve got Polls | We’ll be asking a couple of multiple choice questions that we’d like YOU to answer - this helps us deliver content that is useful to you. When a Poll appears in your browser, please vote pretty quickly because we won’t move on until most folks have voted. One of us will give you a countdown each time …2nd, You can ask Questions | At any time, if you don’t understand something or you have a question, you can post your message in the question pane in the GoToWebinar console. It is very easy to use – just like instant messaging - you click on the box and type in a question. Either of us will answer YOUR questions– live or via IM.Why don’t you practice with the tool – type in a greeting for us or tell us what you are hoping to get from today’s session. ***DEMO LEAD NOTES Plan on having two portals open for your demo:HubSpot portalA non-public portal – your own or Kirsten’s portal at www.simplesoirees.com/login
- TARGET TIME 1 MINUTE| Time Elapsed at end of slide 3 MinsDEMO LEAD: So, today we’ll discuss the concepts of inbound marketing and give you a quick demo of HubSpot’s software. We can’t show the whole product in depth because there is just too much to cover in an hour … but we are always happy to do follow-up sessions with your teams if you see value in the product.We’ll review HubSpot’s 3 product versions: Basic, Professional and Enterprise – they share many of the same features, but there are a few key differences that we’ll talk about throughout the hour. We’ll also review pricing at the end of the demo.Once we complete the ‘formal agenda’ PARTNER NAME and I will stay on to answer any other questions you have about how inbound marketing or HubSpot can work to help grow YOUR business.TRANSITION: So let’s get started – and again – please shoot us a question if there is something we aren’t touching on that you’d like to learn about.
- TARGET TIME: 1 MINUTE | Time Elapsed at end of slide 4 MinsSTORY TELLER: Let’s give you all a quick intro to HubSpot … HubSpot is a Cambridge, Mass based company that was founded in 2006 based on the ideas of two MIT grads who wanted to make modern, inbound marketing easy. They wanted to help companies like yours grow by taking advantage of the marketing opportunities the web has opened up.We’ve been around for about 5 years, have more than 4,500 customers and 200 employees, and we’ve gotten venture capital investment from some great folks like Google, Salesforce.com, and Sequoia, who really believe in how we’re helping SMBs transform their marketing.DEMO LEAD: IF THERE ARE GOOD COMMENTS / QUESTIONS – Insert them here …
- BUILD SLIDE / TARGET TIME: 1:30 Minutes | Elapsed Time at end of slide 5:30 MinsSTORY TELLER: If you haven’t noticed … the OLD marketing playbook is broken … traditional marketing activities (or what we refer to as outbound marketing) has gotten stale and ineffective.
- I mean, when was the last time you sat through the commercials on TV or read the ads in the print edition of your local paper?Or, for that matter – responded to a cold call during dinner?You might be laughing or shaking your head – because all of the blocking & filtering technologies available today make it really easy to ignore ads and direct marketing which means it is REALLY hard to get access to your prospects with old school marketing tools.
- TARGET TIME: 1:30 MINUTES | Time Elapsed at end of slide 7 minsDEMO LEAD: The good news is that inbound marketing takes advantage of the way people want to communicate and discover solutions today. In fact, people are searching for your products and services everyday, THE QUESTION IS: whether they are able to find your website, or your competitor’s?People use search engines – to the tune of HUNDREDS OF MILLIONS OF SEARCHES PER DAY, read blogs, and tap their social networks to find answers to questions, solutions, and even product recommendations.Inbound marketing is about making it really easy for people to find your site and what you offer online.
- IN fact, inbound is particularly great because it’s all about the size of your brain … NOT the size of your wallet. Your content and ideas are what draw folks in to you and allow you to develop a relationship that could convert to a sale.DEMO LEAD TRANSITION TO POLL: So let’s get a pulse of where you, our audience, are spending your money today in terms of marketing tactics … ACTION: open the poll … run the poll … close and share the poll, and then discuss where the audience sits … before you transition to the ‘cost of marketing tactics slide’
- A great example is Eye-fiBy using our Assists Report shown here,Eye-Fi learned that this one little FAQ page they had buried in their site was commonly viewed by people who purchased online. Previously, they assumed that people wanted the product to just “magically” work. However, the data suggested that customers wanted more information.In hindsight, this seems logical. Eye-Fi is offering a “dream-come-true” product that effortlessly sends pictures to your computer, so it’s easy to see why customers need to understand the product before making the investment since the product seems too good to be true.However, positioning isn’t obvious, especially when you’re immersed in it every day. That’s why you need data.
- This is the Eye-Fi homepage today. You can see how their branding strongly focuses on the core benefits of their product: instant and easy.
- In response to the data they got from HubSpot’s advanced analytics, Eye-Fi also strongly promoted information about how the product actually works. They added it to the nav, created a little call-to-action box and created a video demo.With advanced analytics, Eye-Fi knew what drove conversions and could then optimize their site to make their best content accessible to everyone on their first visit and increased their sales 30% in two weeks.
- TARGET TIME: 2 MINUTES | Time Elapsed at end of slide 10 minsSTORY TELLER: I hope that most of you agree that inbound marketing can transform your business. So, let’s talk about what HubSpot is and how it can support your inbound marketing efforts.Some people get confused about what HubSpot does and doesn’t do. To clarify, we’re a software company….We are NOT SEO consultants. We are NOT a MARKETING AGENCY or SOCIAL MEDIA CONSULTANCY.We are a software company dedicated to making our customers successful at internet marketing. We combine the software, training & methodology to help you make effective use of internet traffic to generate more business.
- DEMO LEAD: At it’s core, HubSpot and Inbound Marketing can be boiled into three very easy steps. Get Found, Convert, and Measurement. What exactly does that mean STORY TELLER
- FIRST - Get Found by your target audience | We help you fill the top of your funnel with higher quality traffic through search engines, blogging & social media ADDITIONAL NOTES – NOT NECESSARY!!!Our goal is to help you optimize performance along EVERY PART OF YOUR SALES FUNNEL. TARGET TIME: 2 MINUTES | Time Elapsed at End of Slide 14 minsSTORY TELLER: OK … this is our last slide before we jump into the software, and you’re going to be asked to VOTE on what you want to see … so pay attention … Once HubSpot helped make our first few hundred customers dramatically improve their lead generation with inbound marketing, we documented all this knowledge in the HubSpot METHODOLOGY to help all our customers master inbound marketing easier and faster than ever.The methodology consists of three parts that follow your sales funnel (THIS SLIDE BUILDS – THE 1 – 2 – 3 numbers come in as you click!)FIRST - Get Found by your target audience | We help you fill the top of your funnel with higher quality traffic through search engines, blogging & social media SECOND - Convert higher percentages of site traffic into qualified leads and customers | That means getting more intelligence about prospects & customers and developing ongoing relationships with them through targeted messaging until they are ‘ready to buy’THIRD - Analyze your marketing programs to duplicate what is working | That means the software crunches a lot of data and does automated analysis to GIVE YOU ACTIONABLE INFORMATIONIf you want to learn more about the concepts, you can find the HubSpot methodologyat success.hubspot.com (the URL is on this slide). Success is the online community that you get access to as part of the software subscription price – you can go there today to check out some content, but customers get a special login to access more premium content & webinars. Once you become a HubSpot customer – depending on which package you choose – you’ll get online learning tools, group training sessions, access to Success, and in some cases, one-on-one consulting dedicated through the life of your subscription. We can answer questions about that at the end when we discuss what the different options cost.So, I am going to hand it back over to PARTNER NAME to give you a quick tour of the software before you vote on the demo…DEMO LEAD: To give you a very quick overview … a good first look at the tool is just a quick walk through the TABS … [Go Thru the Tabs –fast. Provide an overview at each tab – something like the first sentence or two of the tab description.]Dashboard >Create > Optimize > Promote > Convert > AnalyzeDEMO LEAD: Now, let’s vote on which parts of the software you’d like us to showcase during our demo. You can choose up to 3 of the following options, and we’ll focus our demo based on your top choices.NEW / REVISED POLL QUESTIONS as of July 2010: Get Found: SEO Graders, Social MediaGet Found: CMS, BlogsConvert: Landing Pages & Lead NurturingConvert: Lead Intelligence and CRM IntegrationAnalyze: ROI and Marketing Analytics Overview
- SECOND - Convert higher percentages of site traffic into qualified leads and customers | That means getting more intelligence about prospects & customers and developing ongoing relationships with them through targeted messaging until they are ‘ready to buy’….. engage them along the way to pass the best leads to your sales team, while accelerating your sales process through proper messaging and nurturing
- THIRD - Analyze your marketing programs to duplicate what is working | That means the software crunches a lot of data and does automated analysis to GIVE YOU ACTIONABLE INFORMATIONTRANSITION: DEMO LEAD: Sounds really nice, PARTNER NAME, but I’m sure some of you are asking yourself – does this stuff really work?
- FIRST – we’ve got data … here at HubSpot if you don’t bring data, we don’t really want to hear it.Our State of Inbound marketing report – which we’ve done for the past 3 years … found that marketers are spending A LOT less money on their inbound leads … and anecdotal evidence says they close even faster to boot.OUTBOUND: direct mail, telemarketing and trade showsINBOUND: blogging, content publishing, search engine optimization, social media
- TARGET TIME 1 MINUTE| Time Elapsed at end of slide 3 MinsDEMO LEAD: So, today we’ll discuss the concepts of inbound marketing and give you a quick demo of HubSpot’s software. We can’t show the whole product in depth because there is just too much to cover in an hour … but we are always happy to do follow-up sessions with your teams if you see value in the product.We’ll review HubSpot’s 3 product versions: Small, Medium & Large – they share many of the same features, but there are a few key differences that we’ll talk about throughout the hour. We’ll also review pricing at the end of the demo.Once we complete the ‘formal agenda’ PARTNER NAME and I will stay on to answer any other questions you have about how inbound marketing or HubSpot can work to help grow YOUR business.TRANSITION: So let’s get started – and again – please shoot us a question if there is something we aren’t touching on that you’d like to learn about.
- TARGET TIME 1 MINUTE| Time Elapsed at end of slide 3 MinsDEMO LEAD: So, today we’ll discuss the concepts of inbound marketing and give you a quick demo of HubSpot’s software. We can’t show the whole product in depth because there is just too much to cover in an hour … but we are always happy to do follow-up sessions with your teams if you see value in the product.We’ll review HubSpot’s 3 product versions: Small, Medium & Large – they share many of the same features, but there are a few key differences that we’ll talk about throughout the hour. We’ll also review pricing at the end of the demo.Once we complete the ‘formal agenda’ PARTNER NAME and I will stay on to answer any other questions you have about how inbound marketing or HubSpot can work to help grow YOUR business.TRANSITION: So let’s get started – and again – please shoot us a question if there is something we aren’t touching on that you’d like to learn about.
- TARGET TIME: 2 MINUTES | Time Elapsed at end of slide 12 minsDEMO LEAD: Not only does a broad survey support that – but and our customer successes prove it… MIT & Babson graduate students collaborated in Summer 2011 to conduct an independent study on our customer base and uncovered some pretty amazing results:HubSpot customers get up to 10 TIMES more leads after using HubSpot for 12 months … And, both B2B and B2C customers experienced significant increases in traffic and leads with HubSpot … We have more than 50 case studies on our site that tell specific stories about how our customers use and get value out of HubSpot’s tools – I’d encourage you to check them out … you’ll hear from a variety of folks, because our customers range from solo entrepreneurs to Fortune 1000 clients. STORY TELLER: One of my personal favorite success stories is: INSERT YOUR FAVE 30 SECOND CASE STUDY HERE (Golf Pro, Chimney Sweep, Tech B2B) – THEY LOOOOVE TO HEAR REAL CUSTOMER SITUATIONS!!!!DEMO LEAD: Between our three different offerings, we’ve got tools that are best fit for any business. But we’ll talk more about pricing at the end of the webinar.TRANSITION TO NEXT SLIDE ON METHODOLOGY: Now, the way that we make our customers so successful is by ensuring that they adopt our proven methodology and learn to work it using the software we provide.
- TARGET TIME: 1 MINUTES Time Elapsed by End of Slide Min 57/58 … STORY TELLER: If you’re ready to get more leads online today – we have a special offer exclusive to the participants of this session. The offer is good for 7 business days and is worth 10% off of either HubSpot Medium or Large for a one-year contract.If you are interested, just leave us your name, phone and email in the chat pane and we will have someone set up a call to talk about your specific needs and next steps.Let’s go through and review any outstanding questions that maybe we didn’t get to during the program … we’ll stay on until we’ve satisfied all your curiosity!WHEN DONE ANSWERING QUESTIONS: Thanks for joining us for today’s group demo! We’d appreciate your feedback about how helpful today’s presentation was, so please take a few seconds to reply to the short survey that will appear when you exit the webinar.(THE FEEDBACK SURVEY QUESTION WILL LAUNCH AUTOMATICALLY WHEN ATTENDEES EXIT.)