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5 Trends That Will Drive Marketing in 2015

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5 Trends That Will Drive Marketing in 2015

  1. 1. There are only so many holiday shopping hours left. We’re honored you’re spending one of them with us. LET’S GET STARTED! The webinar will start promptly at 2 pm.
  2. 2. Welcome to this afternoon’s webinar: 5 TRENDS THAT WILL DRIVE MARKETING SUCCESS IN 2015
  3. 3. > Administrative >> 30 mins of presentation >> 15 mins for questions >> Use chat pane for Q&A >> Recording/slides tomorrow a.m. > Agenda >> Introductions >> Looking back >> Looking forward >> Q&A
  4. 4. Patrick Shea Dir, Field & Channel Marketing > Introductions
  5. 5. Patrick Shea Dir, Field & Channel Marketing > Introductions Meghan Keaney Anderson Dir, Product Marketing
  6. 6. End of the year “best of” lists!
  7. 7. Let’s go back to 1965.
  8. 8. Fast forward to 2014.
  9. 9. The core remains unchanged.
  10. 10. New plays in the playbook.
  11. 11. Please note, this webinar will contain orange.
  12. 12. 5 Trends to Watch In Marketing and Sales
  13. 13. Adaptive Databases.
  14. 14. Adaptive Databases: Intelligent, centralized databases that are open to growing sources
  15. 15. Email marketing databases naturally degrade by about 22.5% every year Marketing Sherpa
  16. 16. hubspot.com/database-decay
  17. 17. Cross-Channel Personalization.
  18. 18. 74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests. Source: Janrain
  19. 19. Cross-Channel Personalization Content that adapts to the person looking at it across channels (email, website, landing page, etc.)
  20. 20. In-house marketers who personalize their web experiences see on average a 19% uplift in sales Source: A 2013 Monetate/eConsultancy
  21. 21. #INBOUND14 Technology has made this easier to do…
  22. 22. It has not made it easy to do well. #INBOUND14
  23. 23. Not…quite Sad little lower-case s. Wait, did you just insult me? Aw man, then what am I doing in Cambridge?
  24. 24. Steps to develop a personalization strategy 1. Define personas 2. Determine decision points 3. Choose personalization techniques
  25. 25. Diversified Content.
  26. 26. Diversified Content: As content becomes more prevalent as a marketing strategy, marketers are turning to a new range of voices and formats to stand-out.
  27. 27. A HubSpot Content and Promotion Plan
  28. 28. Growth Hacking.
  29. 29. Growth Hacking: A systematic approach to optimizing conversion paths for highest returns.
  30. 30. 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Simply Put… experiments experiments Visits Leads Customers
  31. 31. Smarketing & Accountability.
  32. 32. According to a Corporate Executive Board study, 87% of the terms Sales and Marketing use to describe each other are negative.
  33. 33. Smarketing: Sales and marketing alignment on personas, goals and operations.
  34. 34. Stepping Stones to Smarketing 1.Agree on target personas and goals 2. Implement a Service Level Agreement 3. Set up closed-loop reporting 4. Add pizza and beer * *arguably optional
  35. 35. BEGINNER SLA: How many leads do you need? • $500K Revenue goal • $10k Avg revenue / customer (ASP) • 2% Avg lead to customer conversion $ Revenue Goal / ASP = # New customers needed # New cust needed / close % = # leads needed ($500,000 revenue goal) ÷ ($10,000 avg revenue / customer) = 50 new customers needed (50 new customers) ÷ (0.02 lead to customer ratio) = 2,500 new leads needed
  36. 36. BEGINNER SLA: How many website visitors do you need? • 2,500 leads goal • 3% visitor to lead conversion rate # Leads needed / conversion % = # Web visitors needed (2,500 leads goal) ÷ (0.03 visitor to lead ratio) = 83,333 website visitors needed
  37. 37. http://bit.ly/sla-template
  38. 38. 5 Trends to Watch In Marketing and Sales 1. Adaptive Databases 2. Personalization Across Channels 3. Diversified Content 4. Growth Hacking 5. Smarketing
  39. 39. Thanks for listening!
  40. 40. Thanks for listening! http://bit.ly/resources-2015

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