1.
Plan a Killer 2010 Marketing Mix
Using HubSpot
Kirsten Knipp, Product Evangelism
Ellie Mirman, Inbound Marketer

2.
Agenda
• 2009 | What a Year!
• 2010 | Are you ready?
• Why is marketing plan important?
• Anatomy of Marketing Planning
• 3 Tips for Your 2010 Marketing Plan
• HubSpot in Action: Building a 2010 Plan
• 2009 in Review Using HubSpot
• How to Set up Tests for 2010
• Key Takeaways
• 2010 Crystal Ball
• Q&A

3.
2009 … What a Year!
More Social Media
More Content & Search
Sales Cycles Longer
Marketing Budgets Cut
More ROI Scrutiny
Do More & Do It
Smarter with Less

4.
Do you need a marketing plan?

5.
Budgeting Tug of War | NOT Fun

6.
ROI is the Key to Budget Approval

7.
Anatomy of a Marketing Plan

8.
Anatomy of a Marketing Plan …
• Market Review
• Competitive Review
• Product and Business Review
• Goals & Objectives
• Strategies
• Action Plan & Implementation
• Evaluation
Source: http://money.howstuffworks.com/marketing-plan4.htm

9.
Tip 1: Don’t overthink it …
• What did you achieve in 2009?
• Revenue?
• Leads? Qualified Leads?
• Other?
• What worked & what didn’t?
• What are your 2010 business
goals?
• Revenue?
• Leads? Qualified Leads?
• Other?
• Do more of what worked & test
a few new ideas

10.
Tip 2: Embrace Testing & New Media

11.
Tip 3: Copy What Works
"A key to staying
profitable in these
tight economic times
is knowing what's
working for your
competition," said
Susanne Sicilian, VP
of events at
MarketingProfs.

12.
HubSpot in Action: Building a 2010 Plan

13.
HubSpot In Action: Marketing Analytics
• The CEO View
• Demo: Lead Source Drill Downs
• Blog Leads & Results
• Social Media Analysis
• Landing Page Analysis & Testing
• Competitive Results

14.
HubSpot in Action: How was 2009?
Exact figures have been obscured to
protect confidential information.

15.
HubSpot in Action: Landing Page Lessons?

16.
HubSpot in Action: Testing Small Bets?

17.
HubSpot in Action: Blog Results?

18.
HubSpot in Action: Social Media Results?

19.
HubSpot in Action: What about competitors?

20.
Takeaways & 2010 Predictions

21.
Planning with HubSpot Key Takeaways
 Review Macro 2009 to Goal Set for 2010
 Determine what worked in 2009
 Measure traffic, leads & conversion
You CAN measure Social Media
 Invest more in what worked
 Test new tactics: campaigns, calls to
action, landing pages & more
 Keep an eye on the competition
 EXECUTE, MEASURE, REFINE …

22.
2010 … Crystal Ball …
Marketing Budgets Flat
Social & Email
Marketing Spends Up
Lead Nurturing
Adoption Triples
Traditional Businesses
Embrace Social &
Online
Do More & Do It
Smarter

23.
Questions & Additional Resources

24.
Thank You!!!