HubSpot + Performable Demo

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June 30, 2011 Product Demo Mark Roberge VP of Sales, HubSpot @markroberge Joshua Porter Director of UX, HubSpot and Performable Co-founder @bokardo

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

Agenda

Why HubSpot Bought Performable?

Performable Feature Demo

Using HubSpot/Performable Together

#1: Grow with our Customers

Outbound

Marketing

• Direct Mail

• Cold Calls

• Trade Shows

ToFu

Adoption

#1: Grow with our Customers

• Social Media

• SEO

• Blogging

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

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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

#3: Continue to Build the Best Product Team

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Agenda

Why HubSpot Bought Performable?

Performable Feature Demo

Using HubSpot/Performable Together

• 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

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Marketing Automation: Beyond the Inbox and Website

B2B Technology Decision

Makers Media Participation

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78% of business people use their

mobile device to check email

Source: AT&T March 2011

Marketing Automation: Beyond the Inbox and Website

EVENT: Active Lead Mentions Your Competitor on Twitter

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

360 View of a Lead’s Engagement with Your Company

360 View of a Lead’s Engagement with Your Company

The Assists Report (Influencers)

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Time to Completion Report

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Revenue Attribution

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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?

Landing Pages

Agenda

Why HubSpot Bought Performable?

Performable Feature Demo

Using HubSpot/Performable Together

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