Leveraging HubSpot Enterprise To Grow Your AgencyServices VARs Should Provide

10-11-2011

#VARFormable

1

Agenda

• A new 5-Step Inbound Marketing Methodology

• Services VARs Should Provide• Some Unique Offerings for Special Cases• Marketing These Services• Resources & What’s Next

5 Step Inbound Marketing Methodology

1. Attract Traffic2. Convert Visitors to Leads3. Convert Leads to Sales4. Turn Customers into Repeat Higher

Margin Customers5. Analyze for Continuous Improvement

Agenda

• A new 5-Step Inbound Marketing Methodology

• Services VARs Should Provide• Some Unique Offerings for Special Cases• Marketing These Services• Resources & What’s Next

Convert Visitors to Leads

A/B Testing with Advanced Landing Pages

Video: http://www.hubspot.com/products/advanced-landing-pages/

Convert Visitors to Leads

Dynamic Content Setup in Advanced LPs

Geographic Targeting via IP

Pass Parameters in Query String from PPC

More: http://customers.hubspot.com/product-updates/bid/64072/How-to-tailor-your-landing-page-with-dynamic-content

Convert Visitors to Leads

Optimize Conversion Rate by Traffic Source by with Landing Page Variations by Source

Convert Leads to Sales

Behavior-driven, multi-channel lead nurturing

Video: http://www.hubspot.com/products/marketing-automation

Convert Leads to Sales

Behavior-driven, multi-channel lead nurturing• Set up events (views, clicks, conversions, custom)

• Set up behavior chains (Potential sequence of events a lead triggers)

• Create content used for nurturing based on behavior chains

• Create email messages to send for lead nurturing

Video: http://www.hubspot.com/products/marketing-automation

Convert Leads to Sales

Sales & Marketing Alignment Services• Creating definitions of MQLs and SQLs and generating

more of each• Improving sales productivity by helping client’s

salespeople time sales calls and determine questions and messages

• Creating and Tracking Against SLAs (MQL, SQL) • Creating messaging for salespeople to use that is

consistent with marketing positioning. • Advanced content to support the sales processWebinars: http://www.hubspot.com/partner-program-unifying-sales-and-marketing/http://www.hubspot.com/webinars/webinar-on-demand-marketing-and-sales-alignment/x

Turn Customers to Repeat Customers

• Prevent Churn, Track LTV and Repeat Purchases

• Use lead nurturing and advanced analytics to increase repeat purchases, upgrades, cross-sells.

Analyze for Continuous Improvement

• Identify the events, content and traffic sources that lead to results.

Source & Explanation: http://www.bluemangolearning.com/blog/2011/06/3-reasons-hubspot-users-should-be-excited-about-the-performable-acquisition

Agenda

• A new 5-Step Inbound Marketing Methodology

• Services VARs Should Provide• Some Unique Offerings for Special Cases• Marketing These Services• Resources & What’s Next

Build Integrations with Other Systems

• Trigger events from other systemso Internal systems, trials, ecommerce systemso Mobile appso Social media sites: Linkedin, facebooko Surveys and other data sources

• Trigger messages and customization from advanced nurturing

o Send messages via social mediao Customize web interfaces

Specialize in SaaS Businessses

• Nail the Terminology: LTV, COCA http://www.forentrepreneurs.com/saas-metrics/

• Understand how trial and product usage drives COCA down and LTV up http://www.forentrepreneurs.com/customer-engagement/

• Understand how event tracking and behavior based lead nurturing improves trial and product usage

Specialize in Ecommerce Businesses

• Convert more visitors into opt-ins earlier in buying cycle via advanced landing pages

• Nurture opt-ins to sale• Nurture abandoned shopping carts• Use reverse funnel analysis to determine

sources of traffic and the lead nurturing that works

More: http://www.hubspot.com/ecommerce-marketing-hub/

Agenda

• A new 5-Step Inbound Marketing Methodology

• Services VARs Should Provide• Some Unique Offerings for Special Cases• Marketing These Services• Resources & What’s Next

Market in Context of Your “Process”

Lead with Business Value

Source: http://www.b2binbound.com/services

We Should NOT Be Afraid to Compete w/…

• Marketing Automation• Demand Generation• Lead Management• Revenue Performance Optimization• Etc, etc.

We Should Update & Redefine the Opportunity …

• Marketing transformation: Creating new marketing growth, not automating the past.

• Multi-channel beyond website and email into social mobile and internal systems.

• A much broader feature-set and more comprehensive marketing process

• More advanced analytics for continuous improvement• An open platform that integrates with other software and enables

custom development, with a thriving ecosystem of application developers

• Going bottom up aggressively. Not trying to water down solutions for SMBs.

Agenda

• A new 5-Step Inbound Marketing Methodology

• Services VARs Should Provide• Some Unique Offerings for Special Cases• Marketing These Services• Resources & What’s Next

Use the Forums

• We’ll post updates and to-do’s. • You should respond when you do

something, or when you get stuck.

• If you have product setup questions, call support. 888 HubSpot

Let’s Start Talking About this Stuff

This is Our Chance to Lead the Industry!

See You Next Wednesday