HubSpot + Performable Demo
Transcript of HubSpot + Performable Demo
June 30, 2011
Product Demo
Mark Roberge
VP of Sales, HubSpot
@markroberge
Joshua Porter
Director of UX, HubSpot and Performable Co-founder
@bokardo
MoFu
Adoption
#1: Grow with our Customers
• Landing Pages
• Lead Nurturing
• Email Marketing
• Lead Intelligence
Advanced MoFu
Adoption
#1: Grow with our Customers
Convert Leads Faster and
at a Higher Rate
• Multi-Channel
Marketing Automation
• Life Cycle Analytics
#2: HubSpot/Performable Customer Success
7
5 employees
Increased search traffic
700%
Doubled number of daily
leads generated
100 employees
Increased organic traffic by
150% over 3 years
Generated 430 leads over 6
month period
304k employees
Vertica optimizing
tracking of assists in
free-to-paid trial process
• 90% Participate in Video
• 80% Participate in Blogs
• 80% Participate in Wikis
• 69% Participate in Social Networks
• 53% Participate in Podcasts
KnowledgeStorm study of B2B Technology
10
Marketing Automation: Beyond the Inbox and Website
B2B Technology Decision
Makers Media Participation
11
78% of business people use their
mobile device to check email
Source: AT&T March 2011
Marketing Automation: Beyond the Inbox and Website
ACTION: Nurture the Lead. Notify the Sales Team.
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Customer gets targeted
email on competitive
comparison points
Sales team gets a
notification on the customer
activity for follow-up
1. When a lead in your sales pipeline mentions your competitor
in Twitter, email the lead your competitor product matrix and
notify the sales rep assigned to the lead
2. Depending on whether a lead engages with your free trial or
not, alter the lead nurturing flow
3. If the point of contact at a current customer indicates he/she
left the company on Facebook, notify your account
management team.
4. If a lead clicks through to a landing page but does not
complete the form, nurture the lead with related content to
re-engage their interest.
5. If a lead downloads your mobile application but does not
proceed through the setup tasks after 24 hours, email the
lead more detailed FAQs and instructions
Marketing Automation: Beyond the Inbox and Website
Life Cycle Analytics Examples
1. What is the ROI of my social media efforts?
2. Which white papers in my lead nurturing campaigns
increase the likelihood that a lead buys our product?
3. When leads follow us on Twitter, how many of them
purchase within 1 month? 3 months? 6 months?
4. As a sales person about to call a lead, how has that
lead interacted with our website, email, sales team,
mobile, customer support, and social media
campaigns?
5. How much revenue last quarter came from leads that
subscribe to our blog?
6. Should I allow my free trial leads to call our customer
support line? What is the LTV of those leads that end
up buying?
Performable + HubSpot Integration Roadmap
Independent Apps,
Priced Separately
Q3 2011 Q4 2011 2012+
• Two Leading Apps• Lead-Analytics data
captured simultaneously,
posted to both
seamlessly
• Same Killer Support
• One Vendor to Love
• Low price lock-in even if
future price increases
Performable + HubSpot Integration Roadmap
Independent Apps,
Priced Separately
Q3 2011 Q4 2011 2012+
Basic Integrations,
Priced Separately
• Two Leading Apps• Single-Sign On Experience
• Same Killer Support
• One Vendor to Love
• Low price lock-in even if
future price increases
• Two Leading Apps• Lead-Analytics data
captured simultaneously,
posted to both
seamlessly
• Same Killer Support
• One Vendor to Love
• Low price lock-in even if
future price increases
Performable + HubSpot Integration Roadmap
Independent Apps,
Priced Separately
• Two Leading Apps• Lead-Analytics data
captured simultaneously,
posted to both
seamlessly
• Same Killer Support
• One Vendor to Love
• Low price lock-in even if
future price increases
Q3 2011 Q4 2011 2012+
Basic Integrations,
Priced Separately
• Two Leading Apps• Single-Sign On Experience
• Same Killer Support
• One Vendor to Love
• Low price lock-in even if
future price increases
Unified
Application & Sale
• Technical integration
• Varying levels of
Performable capabilities
exposed in HubSpot
offerings
• Expect price changes &
richer feature integration
in higher end offerings
Integrated Flow: Writing a Blog Article
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1. Choose Blog Topic 2. Write Article Optimized for Search & Social
3. Add CTA to Blog
4. Create LP Test
6. Measure article influence
on revenue
5. Nurture leads based
on prior interests
Blog
Social Media
Keyword Grader
Assist Analytics
CTA Builder
Landing Pages
Assist Analytics
Blog Analytics
Lead Nurturing
Next step:
Talk to an expert
Assess your inbound
marketing program
Compare to your competition
www.HubSpot.com/IMA