HubSpot for Higher Education Marketing How can it help my college?

Jennifer Nordstrom, Senior Marketing Communications Specialist, University of Michigan-Dearborn College of Business Ann Oleson, CEO, Converge Consulting

• What is Inbound Marketing

• What is Hubspot?• Our situation/goals• Why we chose Hubspot• How it helps our college• Features of Hubspot• Questions

Our Time Together

Add photo Jennifer

Jennifer Nordstrom

Ann Oleson

WHAT IS INBOUND MARKETING?

Website

Your Marketing Hub

Email

FacebookPostcard

Letter

Twitter

Alumni Magazine

Outbound Marketing is Broken

800-555-1234AnnoyingSalesperson

Outbound is out. Inbound is in.

Site ArchitectureAbility to Edit Site

Measurement

Analytics Installed

Calls to Action Landing Pages

On-Page SEO

Keyword Research

Content StrategyBlogging

Article Writing

Be Socia

l

Inbound MarketingSuccess Pyramid

WHAT IS HUBSPOT AND WHERE DID IT COME FROM?

Converge Solutions for Clients

• Spent 1 year evaluating solutions

• Multi-channel measurement tool that would allow clients to measure across channels to understand ROI via activity/action

• Landed on Hubspot due to advanced analytics and comprehensive suite of tools

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Funded Sequoia Capital, Google Ventures & Salesforce

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Founded by MIT Sloan Graduates

5,600customersworldwide

HubSpotgrowth rate of 6015%

AverageHubSpot

customer lead growth:

32%

Over three years

WHAT MAKES HUBSPOT DIFFERENT

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Social MediaConten

t Creatio

nEmail &

Lead Nurturin

g

SEO

MarketingAnalytics

MarketingAutomation

Landing

Pages

HubSpot simplifies your marketing by pulling together

everything you need to grow your enrollment.

OUR SITUATION/GOALS

Goals for 2012 and Beyond:

• Increase enrollment in graduate programs, specifically 2 new masters programs which launched in Fall 2012 (Master's of Science in Business Analytics and Master's of Science in Supply Chain Management)

• Generate more qualified leads to encourage enrollment growth

• Better manage prospects• Increase our social media

presence

WHY WE CHOSE HUBSPOT

Why we chose Hubspot• Create easy user paths for prospective

students to find what they need• Create customized landing pages to

drive leads to from online ads• Enable quick, easy collection of lead

data• Easy to implement and manage• Advance analytic capabilities• Ability to centrally manage all

marketing activities

PROBLEMS/SOLUTIONS

Event Registration

Problem:

• The University doesn’t have event registration software• Used work around with e-mail system• No automated follow up

Solution:

• Use of Hubspot landing pages and workflow• Tracked exactly what we needed to know about registrants• Automated confirmation e-mail

Analytics

Problem:

• Quantifying ROI of Online Advertising • Placed ads this summer not sure how – or if – inquiries got to

prospect form

Solution:

• Use Hubspot 7 different landing pages for programs• Know specifically which source inquiry came from and how they

got there• Collect lead information and drive through funnel

Landing PagesEasily create landing pages and measure their effectiveness over time.

Build landing pages in moments

Track conversion rates and submissions

Workflows

Problem:

• Inability to segment audiences on forms

Solution:

• Create customized workflow that sends unique e-mails based on the form fields filled out

CRM Solution

Problem:

• Don’t have a CRM tool in which all prospect information is contained

Solution:

• Use of Hubspot in place of CRM tool• House all of prospects in this system

Email MarketingUse one of HubSpot’s templates or customize your own. Segment leads and target your emails based on website events.

Build and preview your emails

Track and analyze your email sends

Contacts

Problem:

• No detailed information on prospects

Solution:

• Use of contact tool that tracks all activity

Lead IntelligenceUnderstand how engaged your leads are and what content is drawing them in.

See lead scores and repeat conversions.

Get information on referral sources and

content

Gauge lead engagement and link directly into

salesforce

Analytics

Problem:

• Not knowing specific ROI for each activity that generates new inquiries

Solution:

• Use of Dashboard and detailed data to understand ROI

SEO

Problem:

• Tools for keyword research and SEO and time to implement

Solution:

• Use of Keyword tool to do research on what words we should be optimizing

• Working to optimize both on page and titles

Lead Nurturing

Problem:

• Communications funnel not mapped or automated

Solution:

• Create customized automated funnel that nurtures leads automatically through out the process

Lead NurturingTake email further by setting up lead nurturing campaigns. Send out a series of well-timed emails designed to progressively guide your leads closer to a decision.

According to Forrester Research, companies

that excel at lead nurturing are able to

generate 50% more sales-ready leads at 33% lower cost per

lead.

Attach a lead nurturing campaign to an eBook or other marketing offer

Set custom timingAnd templates for your campaigns

Additional Functionality- Phase II Roll out

• Social Media• Blogging

Blogging PlatformTrack how well your posts are optimized for search, get clear instructions on how to Improve them.

Easy blogging interface

Dynamic advice on improving

your posts

SEO Optimization

Questions?