#SLCHUG

JUNE 9, 2015

WELCOME TO:

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Agenda

• Introductions• Welcome to the Inbound Revolution• 1001 Ways to Segment Your Database• Sales & Marketing Alignment • Q&A

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DARINBERNTSON@iGoByDoc

Founder Bernco Media

HubSpot Partner Agency

Co-Leader SLCHUG

Internet marketing 16+ years

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BRANDONCARTER@bscarter

Work at Access Development

Co-Leader of SLCHUG

Utah via Oklahoma & Texas

35lbs lighter; 3yo daughter still calls him chubby

#SLCHUG

ANNANORREGAARD@Atrain5566

3+ Years @ HubSpot – Partner Executive

Top Sales performer

Boston raised, Colorado blooming

Digital junkie, always hangry

#SLCHUG

DANTYRE

Employee #6 @ HubSpot

Live in Scottsdale, AZ

HubSpot is his fifth start up

Inbound Marketing Pioneer

@dantyre

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Cool Stuff

Welcome to the launch of SLC HUG Our goal and charter Volunteers encouraged

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Our Goals For SLCHUG

EducationInbound in generalSome HubSpot specific

Who is this for?HubSpot Customers, Partners & ProspectsAnyone who wants to sharpen Inbound skills

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Our Goals For SLCHUG

FrequencyMinimum 4 times a yearIs there a demand for more?

These events are for youWe are not here to sell anyoneThis is a learning environmentLet’s be “inbound” and be helpful to each other

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Volunteers Encouraged

Welcome to the launch of SLC HUG Our goal and charter Volunteers encouraged

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#SLCHUGSave $50 use code SaltLakeCityHUG15 at checkout on inbound.com

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READY?

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DANTYRE

Employee #6 @ HubSpot

Live in Scottsdale, AZ

HubSpot is his fifth start up

Inbound Marketing Pioneer

@dantyre

#SLCHUG

WELCOME TO THE INBOUND REVOLUTION

HOW TO GENERATE LEADS & AQCUIRE, ENGAGE & RETAIN CUSTOMERS ON LINE

DAN TYRE dtyre@hubspot.com

JUNE 9, 2015

#SLCHUG

Let’s go back to 1965.

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You are no longer uninformed.

TestimonialsAs one runner said, “The only people who will be left wearing German shoes will be either uninformed or idiots.”

Social PositioningBill Bowerman at Oregon said, “If I tried to take the (marathon) shoe away from Kenny Moore or Wade Bell, I’d have a fight on my hands.”

Introspective openingNext fall will your cross country team be wearing the best shoe possible?

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Fast forward to 2015.

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Marketers are the ones tasked with driving growth.

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growthOver achieve on revenue

targets

Sales team hits 100%+

Drive sales followup

Hit monthly leads goal

Hit monthly traffic goal

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“Growth is never by mere chance; it is

the result of forces working together.”

- JC Penny

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Most important lead sources over the last 6 months.

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54% more leads are generated by

inbound tactics than traditionalpaid marketing.

2Xas many marketers say inbound delivers below average cost per lead than outbound methods.

$20Kis the average companies per year by investing in inbound marketing vs. outbound.

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3.5Xaverage increase in monthly website visitors

Increase in traffic

Increase in leads

Increase in revenue

6.1Xaverage increase in monthly leads

72%report growth in revenue

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Are you doing this to your prospects?

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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 OLDMARKETING PLAYBOOK

IS

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28

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Content Types

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How do you implement inbound?

Search Optimized & Responsive

Website

Lead Capture Forms & Landing

Pages

Social Media Marketing & Monitoring

Blogging

Email Marketing & Marketing

Automation

Marketing Analytics

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SEO & Responsive Design• Built responsive website, blog &

email• Devised search engine

optimization strategy:• On-page SEO• Off-page SEO• Blogging• Landing Pages• Social Media

• Stay up-to-date with the SEO changes

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Blogging

• Minimum of 1 blog per week

• Pick a blog series to help organize

ideas

• Feature guest bloggers and team

members

• Ensure 5-10 keywords on each post

• Include calls-to-action and links

throughout

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Social Media Marketing & Monitoring• Developed social media channels:

• LinkedIn company page• Facebook page• Twitter• Google+• LinkedIn group

• Determined appropriate frequency• B2B audience benefit from LinkedIn

sharing• Post 70% external; 30% brand• Monitor relevant conversations

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Email Marketing & Automation• Promote offers & increase awareness• Include appropriate offers on each email

marketing campaign to increase lead reengagement efforts

• Send at least 2 emails per month to selected buyer personas

• Increase marketing automation efforts based on lead insights, web traffic, social traffic

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Lead Capture Form & Landing Pages

• Ensure content is behind a landing page with a form

• Develop at least 3 offers per month

• All offers include:• Call-to-action• Landing page• Offer page• Follow up email

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Analyze, Analyze, Analyze• Track weekly analytics• Define where traffic is coming

from• Understand where leads and

customers are generated • See which pages generate the

most traffic and leads• Identify which social media

posts and channels are most beneficial

• Optimize your marketing efforts

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INBOUND SALES

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QUESTIONS?

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THANK YOUAND A SMALL ASK

Dan Tyre@dantyre

DTyre@hubspot.com

#SLCHUG

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BRANDONCARTER@bscarter

Work at Access Development

Co-Leader of SLCHUG

Utah via Oklahoma & Texas

35lbs lighter; 3yo daughter still calls him chubby

#SLCHUG

1001 Ways to Segment Your Database

(All About the HubSpot Lists Tool)

Brandon CarterAccess Development

@bscarter@SLCHUG

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HubSpot User Group

● Let’s connect● Share your favorite tool

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My Scenario

● One company● Six divisions● Six primary websites (not including

blogs)● 60+ reps● 60+ ways of using CRM● Five marketers● One portal

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I Don’t Want You to Hate Me

● So I won’t be listing off 1001 Ways to Segment Your Database

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Some Segmentation Stats

● Emails sent to segmented lists have better open rates, lower churn, increased transactions

● 44% of marketers don’t segment their lists

● 54% of marketers don’t automate campaigns

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Layers on Layers on Layers...

Every segment personalizes your message just a bit further

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List Functions

● Personas● Reporting● Visibility● Triggers

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Origins● Existing (Old) leads

o Reason why they didn’t closeo Specific product interest

● Inbound leadso Blog subscriberso eBook downloaderso Contact us form filler outers

● Salesforce campaigns

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Characteristics

● Company size● Customer base● Revenue● Years in business● Years in position● Male/Female

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Characteristics● Twitter

o Followerso Klout Score

● Facebooko Company fanso Clicks

● LinkedIno Bios

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Characteristics/Keywords

● Titles● Words in titles● Words in company names● Phrases in sales notes

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Behaviors

● Page Viewso Look for combinations of page views

● Lack of page viewso Or hasn’t viewed a page in __ weeks

● Emailso Received but hasn’t openedo Opened but didn’t clicko Hasn’t opened in __ weeks

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Behaviors

● Input from sales teamo Maybe not a fit right nowo Waiting for budget to come ino Drip marketing yes/noo Specific re-activation date

● HubSpot score● SurveyMonkey Responses

o “When does your budget roll over?”

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Marketing Perspectives

● Marketing Qualified● Sales Qualified

o And When● Persona

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Data Errors● Salesforce owner hijinks

o When multiple instances, HubSpot connects to most recently created in SF

● Divisions● No owners● No company name● Missing data● Duplicates

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Combinations● Drive engagement by speaking to the individual

o Existing leado Loyalty program managero Serving 10,000 program memberso From Californiao Viewed our “loyalty programs” page two days

ago

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Workflow that Mofo

Find the right combination of person and action, then develop a message that will automatically send to anyone that fits the criteria (or tell sales).

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Use Smart Fields

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Measure Performance

See how a list size changes over time● Proposals Sent● Shore up information missing from

reports, emails, etc

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Thanks!Brandon Carter

Access Development@bscarter

@SLCHUG

#SLCHUG

ANNANORREGAARD@Atrain5566

3+ Years @ HubSpot – Partner Executive

Top Sales performer

Boston raised, Colorado blooming

Digital junkie, always hangry

#SLCHUG

SMARKETNGSALES & MARKETING ALIGNMENT

2015

5 EASY STEPS TO GET YOUR SALES & MARKETING TEAMS TO DEFINE THE RIGHT GOALS, WORK TOGETHER & ACHIEVE GREAT RESULTS

DAN TYRE | ANNA NOOREGAARD

JUNE 9, 2015

#SLCHUG

Agenda• Welcome & Intros • History of Infighting & Backstabbing• SMarketing• 5 TIPS FOR SMARKETING ALIGNMENT• Q&A (and then back to work)

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SALESVS.

MARKETING

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87% of the terms sales & marketing use to describe each other are negative.

Source: Corporate Executive Board survey, http://bit.ly/wQCz4b

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73

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Funnel Transitions Force Change

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Sales + Marketing = SMARKETING

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DEFINING SMARKETING TERMS•Leads

•Marketing Qualified Leads (MQL)•Sales Qualified Lead (SQL)•Opportunities•Customers

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DEFINING LEAD FLOW & GOALS

•Current Lead Volume & Velocity•Current Sales Team Expectations for lead follow up•Service Level Agreements

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1. BUILD TRUST

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FREE GIFT TO YOUR SALES TEAM

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2. TECHNOLOGY IMPLEMENTATION

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3. MEASURE CURRENT STATUS | SET GOALS

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LEAD DASHBOARD

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4. DEFINE SMARKETING SLA

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Sales Dashboards

* Data has been altered from actual HubSpot data for the purposes of this presentation

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WORKING LEADS DEEP

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MARKETING DASHBOARDS

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5. REVIEW PERIODIC RESULTS

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Companies with strong sales & marketing alignment get20% greater annual revenue growth.

The Aberdeen Group, http://bit.ly/zmIJQD

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MemphisInvest.com: A Case Study in

SMarketing

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The “we need more leads mentality”!

We had become spoiled by our “low-cost” lead generation

Our marketing message and sales funnel were not aligned

3 Major Hurdles

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Leads improved as our message improved Improved sales processes drastically increased our follow up with leads

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• Better sales process aligned with SQL’s increased sales results

• Marketing budget increased slightly

• Lead #’s are up, SQL’s up dramatically

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QUESTIONS?

#SLCHUG

THANK YOUAND A SMALL ASK

Dan Tyre@dantyre

DTyre@hubspot.com

Anna Nooregaard@Atrain5566

anorregaard@hubspot.com

#SLCHUG

#SLCHUG97

Search EngineOptimization

Blogging & Social Media

Lead Generation

Email & Automation

Marketing Analytics

Lead Management

#SLCHUGSEPT 2, 2015 – SLCSEM.ORG

BUY YOUR TICKETS NOW

Lee Odden, Top Rank MarketingCyrus Shepherd, MozDavid Locke, Utah Jazz

#SLCHUGSTAY TUNED FOR NEXT EVENT

THANK YOU