Everyone knows that social is important. But how do you use it to drive sales through the roof? People learn about brands in fundamentally new ways and this shift has transformed marketing. The traditional approach of online advertising and a good-looking website is no longer enough for business success. Learn how companies are leveraging social and content marketing to grow their businesses. View our webinar to learn from the best industry thought leaders. Jamie Grenney, VP of Social Media and Online Video at salesforce.com, and Mark Roberge, VP of Sales at HubSpot, unite to deliver an eye-opening presentation about the social and content layers shaping up successful marketing efforts. During this 50-minute webinar, you will learn how to: http://bit.ly/SI7bFU

1. How to Grow Your Business with
SOCIAL & INBOUND Marketing
+ =
#SocialContent

2. Your Presenters:
Jamie Grenney Mark Roberge
VP of Social Media & Video VP of Sales
@Salesforce @HubSpot
2

3. Today’s Agenda:
1 Metrics Your Business Should Focus On
2 How to Grow Your Social Database
3 Build Deeper Relationships with Prospects
4 Using Social Data for Smart Marketing Decisions
3

4. METRICS YOUR
BUSINESS
SHOULD
FOCUS ON

5. 5

6. Three Key Metrics
The marketing world is full of metrics, but there are three essential ones to focus on:
Leads The # of new leads
you bring in.
Marketing
Qualified The # of leads you qualify
Leads for sales follow-up.
Sales The number of leads who
convert into customers.
6

7. Leads
7

8. LEAD
A contact who has taken an
action to receive information
from your company.
8

9. Track Leads Across Different Sources
Measure traffic and leads that your marketing channels are driving
9

10. Track Leads by Campaign
Measure how many leads your campaigns are driving by channel

11. Three Key Metrics
Leads The # of new leads
you bring in.
Marketing
Qualified
Leads
11

12. MARKETING A lead that has converted on a
QUALIFIED resource that pushes them
down the sales funnel.
LEAD
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13. MQL Examples:
Contact who downloaded an ebook on lead gen,
company is 200-1,000 employees & in North
America.
A contact at a company in the US who filled out the
form to request a sales demo or started a trial.
A contact at a company whose role makes him/her
a decision maker, e.g. a VP or Director.

14. Grade Your Leads

15. Track the # of Marketing Qualified Leads
Track progress on these same marketing qualified events
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16. Computing the Marketing SLA
MQL Type Average MQL to Value per
Revenue / Customer MQL
Customer Close %
Ebook $160,000 1.0% $1,600
Webinar $100,000 1.5% $3,000
Free Trial $150,000 2.0% $3,000
Tradeshow $125,000 1.0% $1,250
Contact Sales $110,000 10.0% $11,000

17. Three Key Metrics
The marketing world is full of metrics, but there are three essential ones to focus on:
Leads The # of new leads
you bring in.
Marketing
Qualified The # of leads you qualify
Leads for sales follow-up.
Sales
17

18. SALE
The lead becomes a customer,
resulting in a sale for your
company.
18

19. Track #of New Customers Generated
Ensure that your marketing efforts are bringing in new customers

20. HOW TO GROW
YOUR SOCIAL
DATABASE

21. Attract New Prospects and Customers
Leads
Fill the top of the funnel
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22. Traditional Approach to Lead Generation
1 Drive Traffic To Your Site 3 Follow Up With Leads
2 Fill Out a Form

23. The Rise of the Social Customer

24. Engage In The Conversation

25. Crack The Code On Viral Marketing

26. Create Your Content Engine

27. Content Fuels Website & Social Channels
55% more website visitors
for companies that blog.
79% more Twitter followers
for companies that blog.

28. Social Influence Major Driver of SEO
http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings

29. Know Your Audience

30. Create Your Content Calendar
1 Big Video / Month

31. Create Your Content Calendar
1 Big Video / Quarter
4 Blog Posts / Month

32. Create Your Content Calendar
1 Big Video / Month
4 Blog Posts / Month
8 FB Posts / month

33. Create Your Content Calendar
1 Big Video / Month
4 Blog Posts / Month
8 FB Posts / Month
16Tweets / month

34. Create Your Content Calendar
1 Big Video / Month
4 Blog Posts / Month
8 FB Posts / month
16 Tweets / month

35. Most Common Challenges

36. Targeted Calls-to-Action On All Content

37. Soft Offers to Capture Leads

38. How Social Grows Your Database

39. BUILD DEEPER
RELATIONSHIPS
WITH
PROSPECTS

40. Staying Connected in the Mobile Age

41. Top Tactics To Grow Your Subscribers
Advertising for Fan Acquisition
Campaigns Driving to Like Gates on Facebook
Like & Share Buttons On Your Website
Cross-Promote Social on Emails
Active Engagement on Social Channels
Drum Beat of Great Content!

42. Listening & Engaging in Real-Time

43. Making Sense Of All The Data

44. Creating Your Social Customer Profile
Campaign Attribution
for Social Touches
Web & Social
Enhance Lead Scoring
Personalize
62 Org Communications
Refer to Salesforce.com Safe Harbor Statement. This presentation may contain forward looking statements.

45. USE SOCIAL
DATA FOR
SMART
MARKETING
DECISIONS

46. Closed Loop Social Intelligence & Analytics

47. Closed Loop CRM Integration

48. Track Performance of Social

49. Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Lead
Management
Email &
Automation
Marketing
Analytics

50. Find out how Get your
HubSpot can help custom
you take your
inbound marketing demo
to the next level. today.
WWW.HUBSPOT.COM/DEMO

52. THANK
YOU.