360° View of Your Leads
Transcript of 360° View of Your Leads
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Your Logo
ClientLogo
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Jane DoeJob Title, Agency @TwitterHandle
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AGENDA
1 Inbound Marketing & HubSpot2 HubSpot vs. Traditional Marketing Automation3 Using HubSpot’s Tools to Achieve Your Goals4 Expected Results and ROI 5 The HubSpot Marketing Platform6 The HubSpot Sales Platform7 Services & Support8 Customer Success Stories
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1 Inbound Marketing & HubSpot
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What is inbound marketing?
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The way we live has changed.
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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 OLD
MARKETING PLAYBOOK IS
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Inbound updates the playbook based on the way people buy today.
Your
Content
Get Found Online:• Website pages• Blog articles• Social media
messages • All optimized to
drive qualified leads to your site.
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Understand Your Buyers:• Personalize your
marketing • Identify buyer
needs• Understand what
content pulls leads through sales funnel
Inbound updates the playbook based on the way people buy today.
Get Found Online:• Website pages• Blog articles• Social media
messages • All optimized to
drive qualified leads to your site.
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Personalized multi-channel marketing with HubSpot.
Your Prospects...• Indicate their
industry• Read blogs• Click on your
tweets
Content
Context
Your Bran
d
Social Media
Website &
Landing Pages
Blog
Forms
Your Prospects Get...• Content specific to
their industry• Suggested content
based on what they’ve read
• Targeted messaging on social media
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Now, why do inbound marketing with HubSpot?
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HubSpot Raises $32 Million in Funding
HubSpot Makes Two Acquisitions
HubSpot Founded
HubSpot Opens European Office
HubSpot’s Rapid GrowthAnnounces & HubSpot CRM
HubSpot Opens Australia Office
20152014201320122011201020092008200720060
1,000
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12,000
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Number of HubSpot
Customers
IPO
ReleasesNamed #2 Fastest Growing Software Company
15,000+ as of June 2015
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More customers use HubSpot than any other marketing platform.
Marketing automation market share by # of companies
Source: Montigo, January 2015
HubSpot49.4%
Act-On9.5%
Eloqua7.0%
Unica2.7%
Silverpop2.7%
Pardot13.6%
Marketo14.9%
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More customers use HubSpot than any other marketing platform.
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VentureBeat’s 2014 Marketing Automation Index Declared HubSpot the best overall value
“HubSpot’s strength is that it is one-stop shopping... It can power and drive not only a social media engagement strategy, but also serve as an actual blogging and website platform.”
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HubSpot has more social media followersthan any other marketing software.
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Over 60,000leads/month!Who would you rather learn lead generation from?
HubSpot generates more leads than even Salesforce.
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2 HubSpot vs. Traditional Marketing Automation
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Traditional marketing automation software doesn’t address your whole marketing funnel.
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HubSpot is an inbound marketing platform designedto generate more traffic, leads and customers.
Marketing automation helps here.
It doesn’t help if your problem is here.
Strangers
Visitors
Leads
Customers
Social Media
Forms
Email Optimization
BlogSEO Sites Mobile Optimization
Calls-to-Action Landing Page Optimization
CRM Synch #
Lead Scoring
Sales Alerts
PersonalizedEmail + Web +
SocialNurturing
Feedback Forms Email + Web + Social Engagement
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Strangers
Visitors
Leads
Customers
They’re really just e-mail automation, so you’ll need other tools for full marketing
automation.
Traditional email marketing / marketing automation tools (like Eloqua or MailChimp)
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An inbound marketing software platform with all the tools you need in one place.
Strangers
Visitors
Leads
Customers
Promoters
Social Media
Forms
Email Optimization
BlogSEO Sites Mobile Optimization
Calls-to-Action Landing Page Optimization
CRM Synch #
Lead Scoring
Sales Alerts
PersonalizedEmail + Web +
SocialNurturing
Feedback Forms Email + Web + Social Engagement
ATTRACT
CONVERT
CLOSE
DELIGHT
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HubSpot’s All-in-One Marketing Platform
SEO Page CrawlingSEO Suggestions
Social Monitoring with ContextDynamic Content & CTAsLead Behavior Tracking
Email CampaignsSocial Prospecting AlertsDynamic Content & CTAsLead Revisit NotificationsMarketing Reports to your Inbox
Strangers
Visitors
Leads
Customers
AUTOMATED
AUTOMATED
AUTOMATED
HubSpot’s marketing automation goes beyond email,simplifying processes at every stage of the funnel.
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3 Using HubSpot’s Tools to Achieve Your Goals
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Diagnosed area of focus for <<CompanyName>>
Editable text box for sales rep to refer back to GPTCs
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Editable text box for sales rep to refer back to GPTCs
Diagnosed area of focus for <<CompanyName>>
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Editable text box for sales rep to refer back to GPTCs
Diagnosed area of focus for <<CompanyName>>
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4 Expected Results & ROI
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Attracting Visitors
Average Customer ROI after using Software for 1 Year
3.5x Average Increase in Monthly Website Visitors
Converting Leads6.1x Average Increase in Monthly Leads
Closing Customers69% Report Growthin Revenue
Source: MIT Sloan graduate student study available at HubSpot.com/ROI
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HubSpot customers see early results grow over time
Source: MIT Sloan graduate student study available at HubSpot.com/ROI
6 months 9 months 1 year 1.25 years 1.5 years 1.75 years 2 years0
5
10
15
20
25
30
35
2.37x
6.12x
32.94x
13.75x
Incr
ease
in
mon
thly
lead
s
Months after implementing HubSpot software
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5 The HubSpot Marketing Platform
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Tools to Attract Visitors
& More...
BloggingEasily create remarkable content that will help your business get
found.
Social InboxPublish and see Social Analytics
across Facebook, LinkedIn, Twitter and other networks.
SEOImprove your search
rankings and get found by quality leads.
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KeywordsDiscover which keywords will bring the best organic traffic to your site and analyze your paid search campaigns.
• Track which keywords drive the best visitors & leads
• View difficulty, current rank and search volume
• Get recommendations for low-hanging fruit and long-tail keywords
• Compare your rankings to competitors
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Create long-lasting marketing assets by publishing blog articles optimized to get found and generate leads.
• Create content to develop your thought leadership and get found online
• View detailed SEO recommendations for improving your content as you type
• Automatically publish to your social media accounts
• Automatically optimized for mobile devices with responsive design
Blogging
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Page PerformanceView recommendations in key SEO areas for optimizing your pages and generating quality inbound links.
• Crawl your pages for SEO on-the-spot
• See detailed SEO reports for each of your pages
• Receive specific recommendations for improving your pages
• View metrics on page views, ranked keywords, inbound links, clicks, and social media
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Coordinate, plan, and delegate all your marketing activities from a shared Calendar.
• Schedule content right from your calendar
• Filter the calendar view based on content or campaign based on your preference
• Click in to see details about the content scheduled on your calendar
• View your content by day, week, month, or in a list
Calendar
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Coordinate, plan, and delegate all your marketing activities from a shared Calendar.• Create tasks for your
teammates right from the calendar for HubSpot content or any offline marketing campaign.
• If your task involves creating a blog post, email, or landing page, HubSpot will automatically create a draft form of that content for you.
• Both task assignee and assigner will receive a notification email regarding the task creation and completion
Tasks
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Social Media PublishingPublish and track messages across multiple platforms and accounts with suggested times for increasing reach.
• Publish across multiple accounts and social media sites
• Bulk upload social messages in advance
• Schedule multiple posts at a time
• See suggested times for increasing engagement
• Shorten and track links automatically
• View click and engagement data for your leads
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Social Media MonitoringMonitor the social activity of your leads and customers.
• Color-coded tweets highlight the strangers, leads, and customers in your social media feed.
• Create monitoring streams of targeted contacts, such as a sales reps list of leads or leads who are unresponsive over email
• View your history of interactions
• Get more information about who the person is before responding
• Get pre-populated suggested streams for you to monitor
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Website Management (CMS)Take control of your website and personalize content to your leads with HubSpot's integrated website management solution. Easily create sites that look great on any device.
• Spin up pages without IT or developers• Easy-to-use WYSIWYG editor• Personalize entire blocks of content based on who is viewing your
site• Automatically optimized for all mobile devices with responsive
design
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ThemesCreate a beautiful website with the click of a button so you can focus on your content.
• “Out of the box” website includes everything needed for a website (templates, stylesheets, navigation, etc.)• No coding required to create or integrate• Easily customize your website with drop-and-drop modules• Launch in no time by simply filling in your content
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Anonymous PersonalizationPersonalize your content from the moment someone sets foot on your site by device, country, or referral source.
• Show different content to your visitors from the moment they set foot on your site
• Personalize your content, forms, and CTAs based on country, device, or referral source
• Show your visitors different content based on specific source data (Twitter, referring URLs, email campaigns)
• Use personalization across email, webpages, and landing pages.
• Easily edit Smart Content in a WYSIWYG editor – no coding or embedding required.
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Tools to Convert Leads
& More...
Calls-to-ActionBuild beautiful buttons and callouts to convert
traffic to leads in a snap
Landing PagesCreate more pages
that improve conversion rates
and generate leads.
FormsAsk the right questions
at the right time to optimize lead conversions.
Lead Management
Segment leads based on their activity across
your site and other channels.
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Calls-to-ActionBuild professional CTAs in minutes to convert your visitors into leads, complete with A/B testing and personalized Smart CTAs.
• A/B test CTAs and track results
• Display Smart CTAs based on contact properties
• Analyze clicks and conversions on CTAs for increased conversion opportunities
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• Build CTAs inside of HubSpot without a designer, or upload your own custom images
• Attach CTAs to Campaigns to see how they affect high-level campaign goals.
• Display CTAs inside of any HubSpot Blog, Landing Page, Site Page, Email, or attach to your existing website.
Calls-to-ActionBuild professional CTAs in minutes to convert your visitors into leads, complete with A/B testing and personalized Smart CTAs.
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Landing PagesCapture inbound leads through your website with landing pages that are easy to customize, A/B test, personalize, and track.
• Build optimized landing pages in minutes without a developer• Choose from multiple, already-optimized templates, hire a HubSpot certified
designer, or have HubSpot match the look and feel of your existing site.• Integrate with your CTAs, Contacts, Smart Content, and Social Media accounts
easily
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Landing Pages (Analytics)
• A/B test your Landing Pages and track the results
• View detailed conversion and source analytics for your Landing Pages
• See which channels bring your Landing Pages the most views, leads, and customers
• See which pieces of content bring in the most viewers, new contacts and customers.
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FormsCollect valuable information on your leads for segmentation, personalization, and follow up by your sales team. Increase conversions with Smart Fields and Progressive Profiling.
• Build optimized forms with custom fields for collecting data on your leads
• Hide fields if data has been captured previously
• Use drag-and-drop progressive profiling for increased conversions
• Set new lead notifications and sync data with your CRM
• Embed forms on any page
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Tools to Close Customers
& More...
EmailPersonalize your
emails with any field from your marketing
database.
Marketing Automation
Use marketing automation to trigger timed follow up emails
to your contacts.
AnalyticsSee which traffic
sources are generating the most leads, plus
other insights.
Salesforce SyncUse Salesforce data to
segment contacts, personalize email, and
more.
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Contacts DatabaseManage all of your contacts and leads in one, centralized database complete with robust profiles containing CRM data, website, email, and social media history and more.
• View a detailed timeline of every interaction a lead has had with your brand
• Sync this data with your existing CRM
• Use this data to segment, personalize your marketing, and create lead scoring
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List Management and SegmentationTarget your leads by segmenting based on information they’ve given you and how they’ve engaged with you for truly personalized marketing.
• Segment on social behaviors, site analytics, and more
• Score leads off of the same criteria
• Create static and dynamic Smart Lists
• Choose which leads get synced to Salesforce
• Segment your leads based on a contact’s demographic information from forms or behavioral data from all of your marketing channels.
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Smart ContentChange the content of your website to reflect the needs and interests of your leads, personalizing the message you send to help guide your leads down the funnel.
• Adapt content to anonymous visitors, lifecycle stages or any characteristic in the contact database
• Use personalization across email, webpages, and landing pages.
• Easily edit Smart Content in a WYSIWYG editor – no coding or embedding required.
HubSpot Customer, Intuit
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EmailSend personalized, beautiful emails that your prospects will look forward to receiving and measure which messages are most effective.
• A/B test elements to optimize open and click-through rates• Personalize your message, sender, and subject lines• Preview in other email client inboxes • Choose from a variety of pre-tested, mobile optimized templates
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Email OptimizerLearn how to optimize your emails based on real-time recommendations.
• Get suggestions on how to improve your emails right from the email editor
• After you gather data on your email performance, HubSpot will provide recommendations for the timing of your emails based on your data
• Use the Optimizer as a checklist to make sure you included every email optimization before sending
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Email AnalyticsAccess all of your email tools from one screen while also getting an overview of all your important email metrics.
• Access everything related to email in one centralized location.
• Keep track of all important email metrics including spam reports, unsubscribes, and contact churn.
• Compare emails to one another by graphing their performance.
• Filter your emails based on campaign and email type to segment your results.
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Email AnalyticsSee a high-level overview of your email’s performance, broken down into the key categories of engagement, deliverability, and contacts lost.
• See key email performance metrics at a glance in the Overview tab.
• Drill down to details on sent, delivered, opened, clicked, and contacts lost.
• Track your email’s engagement (opens and clicks) over time, and break it down by email client and device.
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Email AnalyticsSee how many new leads and customers your emails generated, along with high-level open and click through rates.
• Find out how recipients engaged with your email, and save lists for further nurturing.
• Filter recipient list to dig into each type of engagement (opened, clicked, etc).
• See detailed email events for each recipient, including specific link clicks and email client and device information.
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Email A/B TestingTest variations of your emails to make data-driven decisions about the content you send to your database.
• Test any element of your emails, including both content and design.
• Choose which metric decides the winner of your A/B test
• HubSpot automatically sends the winner to the rest of your list.
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Lead NurturingTrigger email messages and activities within your contact records, CRM or other 3rd party software to automate your marketing strategies.
• Trigger emails, change any contact property, and segment your database all through automation
• Move leads easily in and out of campaigns as they achieve certain goals or take certain actions
• View detailed engagement data for each step of your campaign
• Create conditional checks against every workflow step for optimization (commonly known as branching)
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Marketing AutomationTrigger email messages and activities within your contact records, CRM or other 3rd party software to personalize and automate your marketing strategies. • Base your
automation campaigns on goals, such as becoming an opportunity or customer
• Move leads easily in and out of campaigns as they achieve the goals you’ve set.
• View detailed engagement data for each Workflow step
• Create conditional checks against every workflow step for optimization (commonly known as branching)
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CampaignsView every asset in your inbound marketing campaign in one screen and report on it’s progress across every channel.
• Set high-level visit, contact and customer goals for your campaign
• Get a guided tour of creating a campaign in HubSpot
• Create, organize manage and analyze your camping on from central place
• Understanding of how each component of a marketing campaign affects your top-level goals
• Better inform your future marketing campaigns with historical at-a-glance data
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SourcesAnalyze which of your marketing activities are driving the highest ROI in terms of visits, leads, and customers.
• Track how your marketing is performing in terms of visitors, leads & customers
• Measure the ROI of your marketing campaigns
• Drill into detailed reports on your performance
• Compare the effectiveness of your marketing channels
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CompetitorsCompare how your marketing performance stacks up to your competitors’ on key metrics over time.
• Track and compare your progress against your competitors• View detailed Marketing Grader reports to measure your marketing• Track your progress over time across key metrics• Drill-down into what’s causing fluctuations in marketing performance
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Event AnalyticsTrack visitor activity on specific events on your site with detailed reports on visitor history and progression.
• Create custom events to track activities on and off your site
• Integrate with your 3rd party sites like Twitter and ZenDesk
• View Lifecycle reports to see first touch, last touch and assists reports for your events
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Revenue ReportingTie any marketing channels and content offer back to the revenue generated for the company.
• Close the loop on your reporting by understanding the revenue generated based on sources or pages on your website.
• Understand what marketing efforts generate the most revenue in your database
• Report on revenue based on contacts or companies in your database.
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Contacts ReportingCreate customized reports on your contacts database on your entire funnel. Slice and dice your segments to gain key insights on your contacts database.
• Create custom reports on any list to report on your contacts database
• Measure the results of your marketing by different segments
• Slice and dice your data to uncover the key information you need to improve your marketing
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Attribution ReportsUnderstand which pages on your site and sources are the most effective in driving conversions throughout your funnel.
• View which pages and sources are influential in driving conversions
• Create different attribution reports based on someone’s first interaction, last interaction, time decay, and all interactions
• Learn what content nurtures your prospects through the sales funnel
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Salesforce IntegrationImprove your marketing with data from Salesforce. Put valuable lead intelligence from HubSpot in the hands of your sales team.
Fully Bi-Directional SyncHubSpot effortlessly syncs the right leads and contacts in both directions, so that the data you need is always right where you need it.
Better Personalize Your MarketingLeverage any of your Salesforce data to segment, personalize and hone your messaging.Lead Intelligence for SalesHelp your sales team close more business by giving them easy access to valuable lead intelligence data generated by HubSpot.Blazing Fast Syncing of LeadsGet the right leads into the hands of your sales team more quickly with HubSpot.
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6 The HubSpot Sales Platform
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HubSpot CRMSay goodbye to manual tasks and confusing features. HubSpot CRM is the easy to use CRM system your sales team will love.
Currently in beta.
Available to HubSpot
customers first. Sign up to learn
when it’s available at
hubspot.com/sales.
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SidekickBring useful information about the contacts and companies you work with to your inbox and everywhere you go on the web with Sidekick.
Free Add-OnWorks with
Salesforce and HubSpot CRM.Download it at
getsidekick.com.
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Support
Customers Even Tweet About Their Support Experiences
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8 Customer Success Stories
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HubSpot meets our needs as an enterprise perfectly. It has the sophistication, it has the scale, it has the functionality... and it has the vision that gives us the confidence to entrust our marketing platform to them.
“”Michael Freeman
Senior Manager of Search & AnalyticsShoreTel
Full story: www.hubspot.com/customers/shoretel
ShoreTel Moves From Marketing Automation to Inbound Marketing with HubSpot
60%Year-over-
year increase in organic
traffic
36%Year-over-
year increase in leads
110%Year-over-
year increase in qualified
leads
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Thermo Fisher Scientific Generates 30% Of Its Sales-Ready Leads With Inbound Marketing
The value in HubSpot is that you can do all of your work within one dashboard. It’s really a one-stop shop.
“ ”Sonya PeliaSocial Media & SEM MarCom Specialist Thermo Fisher Scientific
Full story: www.hubspot.com/customers/thermo-fisher-scientific
30%Of sales-ready
leads generated on their website
182%Increase in
organic website visitors within 8
months
154%Increase in
Twitter following within 8 months
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HubSpot's Salesforce Integration Revitalizes Mimio's Marketing
HubSpot helps us to improve our entire lead process from increasing acquisition, to enabling segmentation, to sending them off to our sales organization in a more qualified state than we were able to do before.
“”Dawn Augiar
Senior Manager of Digital MarketingMimio
40%Amount they are
exceeding monthly leads
goals
70%Increase in year-over-year web
traffic
#1Page rank of
target keywords
Full story: www.hubspot.com/customers/mimio
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AmeriFirst Brings Its Relationship Based Strategy Online
“I love HubSpot software because the tools are in one place. Instead of piecing it all together slowly with multiple sources, I get to do it all with fewer people and one platform."
“”Dan Moyle
Creative Director of MarketingAmeriFirst Home Mortgage
Full story: www.hubspot.com/customers/amerifirst
3.8xMore monthly
website traffic after 1
year
51.7xMore monthly leads after 1
year
5%Increase in
sales after 2 years
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HR Software Start-Up Boosts Sales and Increases Website Traffic 250%
Making the decision to go with HubSpot... is one of the best business decisions I've made as a marketing professional. The support, training, account management and overall product experience have exceeded my expectations.
“”Tim Ryan
Director of Happiness MarketingYouEarnedIt
74Keywords on the first page
search ranking
250%increase
in organic traffic
Full story: www.hubspot.com/customers/youearnedit
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QUESTIONS?
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THANK YOU
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Create and share optimized content to
attract quality inbound visitors to your website.
Gate marketing assets behind a landing page
form to generate leads.
Nurture them with personalized, multi-channel marketing
automation.
Leads
Visitors
Customers
Create Content to Generate Inbound LeadsAttract more qualified, inbound visitors to your site, convert them into leads, and nurture them with personalized content into paying customers.
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Adapt Your Marketing to Your VisitorsPlug your content into your contacts database to personalize your marketing based on
who your leads are and where they are in your sales funnel.
Visitor B: Warm LeadGoal: Nurture for Sales
CTAs: How-to Guides, Whitepapers, ebooks
Personalized Emails: Top-of-Funnel Offers
Workflow: Generate new leads
List: Cold Leads
Number of Conversions = 3Lifecycle Stage = Marketing QualifiedRequested Consultation? = NoViewed Pricing Page? = Yes
CTAs: Request a Consultation, Schedule a Demo
Personalized Emails: Middle-of-Funnel Offers
Workflow: Warm up existing leads
List: Warm Leads
Context
Visitor A: New ProspectGoal: Convert to a Lead
Number of Conversions = 0Lifecycle Stage = SubscriberRequested Consultation? = NoViewed Pricing Page? = No
Context
Marketing to a New Prospect VS. Warm Lead
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Social Media Marketing for More Leads and Customers
TOFUAutomatic Social PublishingSocial ProspectingSocial Reach
MOFUSocial Lead IntelligenceSocial SegmentationSocial Monitoring
ReportingSocial AnalyticsSocial ReachSocial ROI
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Empower Your Sales TeamPass valuable lead intelligence to your sales team for faster follow-ups, better connects, and warmer leads.
360° View of Your Leads
What companies are visiting our
site?
What pages have they viewed?
What have they converted on?
How engaged are they?
When are they on our site?
What emails have they opened?
Who are they on social media?
What is their lead score?
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Analyze Your Marketing ROIUnderstand which of your marketing activities are driving the best visitors, leads, and customers to your business.
Customers
• Keyword Rankings• Page Views• Blog Visits & Readership• Competitive Analysis• Social Media Reach• Social Media Message
Analytics
• Highest lead generating channels for• Landing Pages• Email• Blogs• Site Pages
• Contacts database size• Number of sales
qualified leads• Blog subscribers
Visitors Leads
• Sources ROI• Number of customers• Lifecycle summary