Sales conferencepresentation
Transcript of Sales conferencepresentation
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Toward Lead Generation, Nurturing
and Optimization:
Hubspot, Salesforce, and
InsightSquared
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Lead Generation Strategy: Overview
• Adopting a campaign-lead generation strategy with focus on three key sectors
(Nonprofit, Education & Automotive)
– Solution selling (multiple products)
– Cross marketing peer to peer to Education market
• Tradeshows
– Run Walk Ride (Nonprofit/marathon)
– Association of Fundraising Professionals (Nonprofit)
– NTEN (Nonprofit Technology)
– TSUN (Education)
– NADA, Pay Here Pay Here (Automotive)
• Lead Tracking Tools
– Hubspot
– SalesForce
– InsightSquared
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Sales & Marketing Campaigns -
Nonprofit• Marathon Fundraising
– Resources reallocated to focus on winning back marathons lost to Crowdrise/Razoo
– Reduced pricing to 3.99% to compete
– Attending new conferences to generate leads
• Non-Sponsored NPO Engagement– Focus on up selling Donate Now and Mobile Transact to 3000+ non-sponsored NPO’s
– Check will contain marketing message regarding FG’s service
• Competitive Win Campaign– Download lead lists from major competitors (Network for Good, JustGive, Crowdrise)
– Begin calling campaign (Goal – 30% of Top 100 clients; 20% across entire campaign)
• National “Cause” Campaign– Highlight national “cause” on FG’s website
– Engage NPO’s and fundraisers to participate in national campaign
– Provided reduced subscription fee ($300) to new NPO’s that participate that month
• National Brands– Focus sales team monthly on winning NPO’s associated with National Brands
• Ronald McDonald House, Habitat for Humanity, Junior Achievement
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Sales & Marketing Campaigns -
Education• Peer to Peer Product Sales
– 800+ universities have expressed interest in the Peer to Peer product over the years
– Sales team will focus on contacting these schools and closing deals
– 25 opportunities generated from initial email• Closed: Cornell, Michigan State, Vanderbilt, Purdue
• Partnership Relationship– SunGard – Revisiting marketing campaign to support promotion of
upgrade to 3.0 eSchoolPlus• 20 schools will be live in March
• FSP Website Redesign– Redesign FSP website to generate B to B leads
• Visa Rule – Convenience fee – Focus on selling FT to universities based upon the Visa rule change
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Sales & Marketing Campaign - Automotive• FastTransact
– Focus on selling FT to current dealerships for processing of loan payments and propane merchants
• Partnership Relationship– Frazer – Work with partner on increasing sales opportunities and lead lists
– ADP Web1000 – Marketing creating email templates for additional pilot clients
– Dealer Solutions – Participating in users conference, email blast to promote FSP
– Vertrax – Joint marketing, focusing on selling FT to this propane partner
– Medical (new vertical)• BPA Best Practice Academy – Affiliate partner
• Careblue – integration complete
• FSP Website Redesign– Redesign FSP website to generate B to B leads
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The Inbound Marketing Funnel
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What is inbound marketing?
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“If you have more money than brains, you
should focus on outbound marketing. If
you have more brains than money, you
focus on inbound marketing.”
- Guy Kawasaki,
(Former chief evangelist, Apple Computer)
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It’s a noisy world
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Be an Inbound Marketing Bee
• No more pushing. Pull them in.
• Make sweet n’ sticky honey.1. Be sweet - Attract viewers to your site with
engaging content.
2. Be sticky – Viewers offer up information in exchange for useful downloadable content.
3. Be sticky - Nurture them down the sales funnel.
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Outbound vs. Inbound
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Let Magneto explain
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Tools of an inbound marketer
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Benefits of Inbound Marketing
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The 3 tools of inbound marketing
GenerateCollectNurture
NurtureReportTrack
OptimizeInform
1. 2. 3.
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How do we use Hubspot?
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Landing Pages
A landing page is a webpage where individuals input theirinformation in exchange for downloadable content –turning them into leads that are pushed down the sales funnel.
Is this sweet n’ sticky?
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“I’m gonna make him
an offer he can’t refuse.”
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Call to action
A call to action is an offer
What are we asking from our viewers?
Should they download an ebook?
Attend a webinar?
What’s the “hook?” Where’s thevalue?
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How do we engage our audience?
• Social Media – Top of the funnel
• Blog - Top of the funnel
• eBooks - Middle of the funnel
• Webinars – Bottom of the funnel
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Again, what is our philosophy?
PULL PUSH
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Now what?
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Thanks to workflows!
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What are Hubspot Workflows?
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How does Hubspot work with Salesforce?
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How Marketing Uses Salesforce
• Reporting
• Tracking Sales Activity
• Inform Strategy
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We use this
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And turn it into this…
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July 2012 Accounts
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But this highly manual task can be
accomplished much easier
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Toward Lead Optimization
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InsightSquared is a Number Crunching
Champion
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Lead Aging
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Prospects waiting to convert
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But…
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Salesforce Cleanup
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Wrapping up: Keys to Lead
Gen, Nurturing, and Optimization• Stay the course in sharing
remarkable, actionable content that engages our audience
• Nurture leads through workflows in Hubspot
• Clean up Salesforce for consistency and accuracy for better readings in InsightSquared
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