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HubSpot User GroupJune Meetup
5:30 Networking6:15 Announcements6:30 HubSpot Speaker Sam!7:30 Event ends. Stick around if you have any questions!
Agenda
We’re a community of online marketers, designers, developers, and overall cool people.
We’re also a HubSpot sponsored group(Thank @HubSpot for free food and drinks!)
Who We Are
Bloggers Needed!
houston.hubspotusergroups.com
Houston HUG Website
@HUGHoustonCheck yoself in with #HUGHouston
HubSpot Houston User Groupbit.ly/hughouston
Follow us on social!
Next Meetup
Mark your calendars for the next meetup:
Thursday, September 3, 2015Topic TBD
Ideas for topics? Want to present? Let’s talk!
September 8-11, 2015Boston Convention &
Exhibition CenterBoston, MA
www.inbound.com
Inbound 2015
INBOUND 2015 Prizes for HUGs!Our Code: HoustonHUG15
8 members use your HUG’s code:Win a copy of our Keynote Seth Godin’s book
15 members use your HUG’s code:Win exclusive networking event with HubSpot executives at INBOUND
25 members use your HUG’s code:Entire group gets access to reserved up-front seating during all keynotes
Welcome HubSpotter
Sam!
Why can’t we be friends?A Modern Marketer’s Guide to Teaming with Sales.
Sam Mallikarjunan
Sam @MallikarjunanHead of Marketing & Growth
@HubSpot Labs
SALESVS.
MARKETING(My Houston AirBNB host is “in sales” and he “hates marketers because they just get in the way”.)
87% of the terms sales & marketing use to describe each other are negative.
Source: Corporate Executive Board survey, http://bit.ly/wQCz4b
Companies with strong sales & marketing alignment get 20% greater annual revenue growth.
The Aberdeen Group, http://bit.ly/zmIJQD
Funnel Transitions Force Change
Inbound marketing is a business model innovation based on the fact that it’s more economically efficient to create an experience that attracts consumers than it is to interrupt someone else’s.
You can’t improve what you can’t measure.
(It’s pretty hard to justify, too.)
“I’m spending a bunch of money on marketing, and I’
m making more money than I’m spending back.”
Marketing: “Just an expense.”
Expense Yearly Amount
PPC $50,000
SEO Firm $6,000
Content Writing $60,000
Marketing is half of the acquisition equation
Buying isn’t a linear process. It never was. We just didn’t know enough.
Setting Sales up for Success
How Real People Really Buy Things
The sales & marketing activities and tools to this point add up to the
Cost Of Customer Acquisition
Now the focus shifts to increasing the customer’s Life Time Value
How Real People Really Buy Things
2 SALES NUMBERS
How was last month for sales?
How many leads did sales accept and work this month?
How is this month for sales?
If sales is forecasting low for this month, invest differently.
Sales has to give leads a fair chance, not just cherry-pick.
“Fair chance” is a data-driven threshold by lead quality.
* Data has been altered from actual HubSpot data for the purposes of this presentation.
THE SALES SLACalculate the ideal number of sales attempts for each type of lead
3 MARKETING NUMBERS
Not just mo’ leads. Mo’ better.
Ecommerce Blog Leads - April 2014
Marketing Collateral Update
1 Library.hubspot.com –
– Solid 28 offers– Only team to have its own topic
2 Dedicated CTA for every Ecommerce Offer
– To be deployed on the blog
3 Magento
– 10 dedicated collaterals, including 3 Ebooks and a Webinar– 67 Customers– 2 Live Workflows
4 Total of 5 Ecommerce Case Studies
Upcoming Offers
Offer No. 27 – 19 Blunders That Are Hurting Your Conversions
A co-marketing ebook with Exclusive Concepts. Live on 05/19
Offer No. 28 – Is Facebook Failing Marketers or Are Marketers Failing to Leverage Facebook
HubSpot + ShopSocially Webinar on 05/21, 2 PM EST.
THE MARKETING SLA:Contributions to pipeline revenue
* Data has been altered from actual HubSpot data for the purposes of this presentation
Buyer Journey State
Customer Conversion
%
Revenue per Customer Lead Value
Problem Education 1% $40K $400
Solution Research 5% $40K $2K
Solution Selection 20% $40K $8K
Small Business Persona
Buyer Journey State
Customer Conversion
%
Revenue per Customer Lead Value
Problem Education 2% $200K $4K
Solution Research 6% $200K $12K
Solution Selection 25% $200K $50K
Mid-Market Persona
Buyer Journey State
Customer Conversion
%
Revenue per Customer Lead Value
Problem Education 3% $700K $21K
Solution Research 10% $700K $70K
Solution Selection 30% $700K $210K
Enterprise Persona
Pipeline Revenue Example
Yes. I downloaded their eBook.Yes. They helped me make a decision.Yes. I bought from them.
And yes. She said yes.
THANK YOU!
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