Post on 11-Aug-2015
#SLCHUG
JUNE 9, 2015
WELCOME TO:
Wi-fi- lhm-openL: SLCHUG P:
ntgOulRg
#SLCHUG
Agenda
• Introductions• Welcome to the Inbound Revolution• 1001 Ways to Segment Your Database• Sales & Marketing Alignment • Q&A
#SLCHUG
DARINBERNTSON@iGoByDoc
Founder Bernco Media
HubSpot Partner Agency
Co-Leader SLCHUG
Internet marketing 16+ years
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BRANDONCARTER@bscarter
Work at Access Development
Co-Leader of SLCHUG
Utah via Oklahoma & Texas
35lbs lighter; 3yo daughter still calls him chubby
#SLCHUG
ANNANORREGAARD@Atrain5566
3+ Years @ HubSpot – Partner Executive
Top Sales performer
Boston raised, Colorado blooming
Digital junkie, always hangry
#SLCHUG
DANTYRE
Employee #6 @ HubSpot
Live in Scottsdale, AZ
HubSpot is his fifth start up
Inbound Marketing Pioneer
@dantyre
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Cool Stuff
Welcome to the launch of SLC HUG Our goal and charter Volunteers encouraged
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Our Goals For SLCHUG
EducationInbound in generalSome HubSpot specific
Who is this for?HubSpot Customers, Partners & ProspectsAnyone who wants to sharpen Inbound skills
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Our Goals For SLCHUG
FrequencyMinimum 4 times a yearIs there a demand for more?
These events are for youWe are not here to sell anyoneThis is a learning environmentLet’s be “inbound” and be helpful to each other
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Volunteers Encouraged
Welcome to the launch of SLC HUG Our goal and charter Volunteers encouraged
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#SLCHUGSave $50 use code SaltLakeCityHUG15 at checkout on inbound.com
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READY?
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DANTYRE
Employee #6 @ HubSpot
Live in Scottsdale, AZ
HubSpot is his fifth start up
Inbound Marketing Pioneer
@dantyre
#SLCHUG
WELCOME TO THE INBOUND REVOLUTION
HOW TO GENERATE LEADS & AQCUIRE, ENGAGE & RETAIN CUSTOMERS ON LINE
DAN TYRE dtyre@hubspot.com
JUNE 9, 2015
#SLCHUG
Let’s go back to 1965.
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You are no longer uninformed.
TestimonialsAs one runner said, “The only people who will be left wearing German shoes will be either uninformed or idiots.”
Social PositioningBill Bowerman at Oregon said, “If I tried to take the (marathon) shoe away from Kenny Moore or Wade Bell, I’d have a fight on my hands.”
Introspective openingNext fall will your cross country team be wearing the best shoe possible?
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Fast forward to 2015.
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Marketers are the ones tasked with driving growth.
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growthOver achieve on revenue
targets
Sales team hits 100%+
Drive sales followup
Hit monthly leads goal
Hit monthly traffic goal
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“Growth is never by mere chance; it is
the result of forces working together.”
- JC Penny
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Most important lead sources over the last 6 months.
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54% more leads are generated by
inbound tactics than traditionalpaid marketing.
2Xas many marketers say inbound delivers below average cost per lead than outbound methods.
$20Kis the average companies per year by investing in inbound marketing vs. outbound.
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3.5Xaverage increase in monthly website visitors
Increase in traffic
Increase in leads
Increase in revenue
6.1Xaverage increase in monthly leads
72%report growth in revenue
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Are you doing this to your prospects?
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86% skip TV ads
91% unsubscribefrom email
200Mon the Do Not Call list
44% of direct mail is never opened
BROKEN.
THE OLDMARKETING PLAYBOOK
IS
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28
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Content Types
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How do you implement inbound?
Search Optimized & Responsive
Website
Lead Capture Forms & Landing
Pages
Social Media Marketing & Monitoring
Blogging
Email Marketing & Marketing
Automation
Marketing Analytics
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SEO & Responsive Design• Built responsive website, blog &
email• Devised search engine
optimization strategy:• On-page SEO• Off-page SEO• Blogging• Landing Pages• Social Media
• Stay up-to-date with the SEO changes
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Blogging
• Minimum of 1 blog per week
• Pick a blog series to help organize
ideas
• Feature guest bloggers and team
members
• Ensure 5-10 keywords on each post
• Include calls-to-action and links
throughout
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Social Media Marketing & Monitoring• Developed social media channels:
• LinkedIn company page• Facebook page• Twitter• Google+• LinkedIn group
• Determined appropriate frequency• B2B audience benefit from LinkedIn
sharing• Post 70% external; 30% brand• Monitor relevant conversations
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Email Marketing & Automation• Promote offers & increase awareness• Include appropriate offers on each email
marketing campaign to increase lead reengagement efforts
• Send at least 2 emails per month to selected buyer personas
• Increase marketing automation efforts based on lead insights, web traffic, social traffic
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Lead Capture Form & Landing Pages
• Ensure content is behind a landing page with a form
• Develop at least 3 offers per month
• All offers include:• Call-to-action• Landing page• Offer page• Follow up email
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Analyze, Analyze, Analyze• Track weekly analytics• Define where traffic is coming
from• Understand where leads and
customers are generated • See which pages generate the
most traffic and leads• Identify which social media
posts and channels are most beneficial
• Optimize your marketing efforts
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INBOUND SALES
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QUESTIONS?
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BRANDONCARTER@bscarter
Work at Access Development
Co-Leader of SLCHUG
Utah via Oklahoma & Texas
35lbs lighter; 3yo daughter still calls him chubby
#SLCHUG
1001 Ways to Segment Your Database
(All About the HubSpot Lists Tool)
Brandon CarterAccess Development
@bscarter@SLCHUG
#SLCHUG
HubSpot User Group
● Let’s connect● Share your favorite tool
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My Scenario
● One company● Six divisions● Six primary websites (not including
blogs)● 60+ reps● 60+ ways of using CRM● Five marketers● One portal
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I Don’t Want You to Hate Me
● So I won’t be listing off 1001 Ways to Segment Your Database
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Some Segmentation Stats
● Emails sent to segmented lists have better open rates, lower churn, increased transactions
● 44% of marketers don’t segment their lists
● 54% of marketers don’t automate campaigns
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Layers on Layers on Layers...
Every segment personalizes your message just a bit further
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List Functions
● Personas● Reporting● Visibility● Triggers
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Origins● Existing (Old) leads
o Reason why they didn’t closeo Specific product interest
● Inbound leadso Blog subscriberso eBook downloaderso Contact us form filler outers
● Salesforce campaigns
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Characteristics
● Company size● Customer base● Revenue● Years in business● Years in position● Male/Female
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Characteristics● Twitter
o Followerso Klout Score
● Facebooko Company fanso Clicks
● LinkedIno Bios
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Characteristics/Keywords
● Titles● Words in titles● Words in company names● Phrases in sales notes
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Behaviors
● Page Viewso Look for combinations of page views
● Lack of page viewso Or hasn’t viewed a page in __ weeks
● Emailso Received but hasn’t openedo Opened but didn’t clicko Hasn’t opened in __ weeks
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Behaviors
● Input from sales teamo Maybe not a fit right nowo Waiting for budget to come ino Drip marketing yes/noo Specific re-activation date
● HubSpot score● SurveyMonkey Responses
o “When does your budget roll over?”
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Marketing Perspectives
● Marketing Qualified● Sales Qualified
o And When● Persona
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Data Errors● Salesforce owner hijinks
o When multiple instances, HubSpot connects to most recently created in SF
● Divisions● No owners● No company name● Missing data● Duplicates
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Combinations● Drive engagement by speaking to the individual
o Existing leado Loyalty program managero Serving 10,000 program memberso From Californiao Viewed our “loyalty programs” page two days
ago
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Workflow that Mofo
Find the right combination of person and action, then develop a message that will automatically send to anyone that fits the criteria (or tell sales).
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Use Smart Fields
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Measure Performance
See how a list size changes over time● Proposals Sent● Shore up information missing from
reports, emails, etc
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Thanks!Brandon Carter
Access Development@bscarter
@SLCHUG
#SLCHUG
ANNANORREGAARD@Atrain5566
3+ Years @ HubSpot – Partner Executive
Top Sales performer
Boston raised, Colorado blooming
Digital junkie, always hangry
#SLCHUG
SMARKETNGSALES & MARKETING ALIGNMENT
2015
5 EASY STEPS TO GET YOUR SALES & MARKETING TEAMS TO DEFINE THE RIGHT GOALS, WORK TOGETHER & ACHIEVE GREAT RESULTS
DAN TYRE | ANNA NOOREGAARD
JUNE 9, 2015
#SLCHUG
Agenda• Welcome & Intros • History of Infighting & Backstabbing• SMarketing• 5 TIPS FOR SMARKETING ALIGNMENT• Q&A (and then back to work)
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SALESVS.
MARKETING
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87% of the terms sales & marketing use to describe each other are negative.
Source: Corporate Executive Board survey, http://bit.ly/wQCz4b
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73
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Funnel Transitions Force Change
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Sales + Marketing = SMARKETING
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DEFINING SMARKETING TERMS•Leads
•Marketing Qualified Leads (MQL)•Sales Qualified Lead (SQL)•Opportunities•Customers
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DEFINING LEAD FLOW & GOALS
•Current Lead Volume & Velocity•Current Sales Team Expectations for lead follow up•Service Level Agreements
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1. BUILD TRUST
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FREE GIFT TO YOUR SALES TEAM
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2. TECHNOLOGY IMPLEMENTATION
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3. MEASURE CURRENT STATUS | SET GOALS
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LEAD DASHBOARD
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4. DEFINE SMARKETING SLA
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Sales Dashboards
* Data has been altered from actual HubSpot data for the purposes of this presentation
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WORKING LEADS DEEP
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MARKETING DASHBOARDS
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5. REVIEW PERIODIC RESULTS
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Companies with strong sales & marketing alignment get20% greater annual revenue growth.
The Aberdeen Group, http://bit.ly/zmIJQD
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MemphisInvest.com: A Case Study in
SMarketing
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The “we need more leads mentality”!
We had become spoiled by our “low-cost” lead generation
Our marketing message and sales funnel were not aligned
3 Major Hurdles
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Leads improved as our message improved Improved sales processes drastically increased our follow up with leads
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• Better sales process aligned with SQL’s increased sales results
• Marketing budget increased slightly
• Lead #’s are up, SQL’s up dramatically
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QUESTIONS?
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THANK YOUAND A SMALL ASK
Dan Tyre@dantyre
DTyre@hubspot.com
Anna Nooregaard@Atrain5566
anorregaard@hubspot.com
#SLCHUG
#SLCHUG97
Search EngineOptimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead Management
#SLCHUGSEPT 2, 2015 – SLCSEM.ORG
BUY YOUR TICKETS NOW
Lee Odden, Top Rank MarketingCyrus Shepherd, MozDavid Locke, Utah Jazz
#SLCHUGSTAY TUNED FOR NEXT EVENT
THANK YOU