Transcript A new 5-Step Inbound Marketing Methodology

Leveraging HubSpot Enterprise To
Grow Your Agency
Services VARs Should Provide
#VARFormable
10-11-2011
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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
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Attract Traffic
Convert Visitors to Leads
Convert Leads to Sales
Turn Customers into Repeat Higher
Margin Customers
5. 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-tailoryour-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)
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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 process
Webinars: http://www.hubspot.com/partner-program-unifying-sales-and-marketing/
http://www.hubspot.com/webinars/webinar-on-demand-marketing-and-sales-alignment/
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Turn Customers to Repeat Customers
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Prevent Churn, Track LTV and Repeat
Purchases
Use lead nurturing and advanced analytics
to increase repeat purchases, upgrades,
cross-sells.
Analyze for Continuous Improvement
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Identify the events, content and traffic
sources that lead to results.
Source & Explanation: http://www.bluemangolearning.com/blog/2011/06/3reasons-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
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Trigger events from other systems
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Internal systems, trials, ecommerce systems
Mobile apps
Social media sites: Linkedin, facebook
Surveys and other data sources
Trigger messages and customization from
advanced nurturing
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Send messages via social media
Customize web interfaces
Specialize in SaaS Businessses
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Nail the Terminology: LTV, COCA
http://www.forentrepreneurs.com/saasmetrics/
Understand how trial and product usage
drives COCA down and LTV up
http://www.forentrepreneurs.com/custome
r-engagement/
Understand how event tracking and
behavior based lead nurturing improves
trial and product usage
Specialize in Ecommerce Businesses
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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/…
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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