Post on 09-May-2015
description
Online Marketing &
Lead Nurturing in the
Era of Social CRM
Mike Volpe
Twitter: @mvolpe
Jeanne Hopkins
Twitter: @JeanneHopkins
Who is HubSpot?
160+ Employees in Cambridge, MA (MIT)
$33m in VC (3 rounds)
Software for Marketing at $3K-18K/year
Complicated &
Confusing
Easy &
Integrated
Lead
Nurturing
Social
Media SEO
Blog
Analytics
Sales
Tools
Landing
Pages
Website
Growth
3,000
Customers
Q1 2007 Q2 2010
OLD Stages of Buying Process
Awareness of Need
Information Search
Evaluation of
Alternatives
Buy
Cold Calls, Tradeshows
Direct Mail, Advertising
Info from Salesperson,
Industry Analysts
Demos by Sales
References from Sales
Pay Upfront
Linear Process
Controlled by Salesperson
NEW Stages of Buying Process
Awareness of Need
Information Search
Evaluation of
Alternatives
Buy
Blogs, videos, peers
Social media info
Info from peers
Social media sharing
Peer references/reviews
Social media opinions
Rent product /
Buy as a service
Dynamic Process
Controlled by Customer
Marketing is Changing
1950 - 2000 2000 - 2050
The Good News…
Inbound Marketing:Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com
The Great News…
Source: survey of hundreds of businesses: HubSpot.com/ROI
Agenda
Awareness of Need
Information Search
Evaluation of
Alternatives
Buy
The internet and
social media have
changed each of
these steps.
As a marketer,
what should you
do differently at
each stage?
Agenda
Awareness of Need
Information Search
Evaluation of
Alternatives
Buy
OLD Awareness Building
OLD Awareness Building is Harder
800-555-1234
Annoying
Salesperson
Building Awareness Today
Get Found Part of Inbound Marketing
• Create Content
• Optimize the Content
• Promote the Content
Publish Everything
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
Compose and Optimize Blog Content
Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
SEO = Context and Authority
Ranking Algorithm:f(n): Context + Authority
Pick the Best Keywords for SEO
On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
Optimize Content for SEO
SEO Authority is Determined by Links
Content Makes You Interesting
Auto-Post Blog Content to Social & Email
New Blog Post: A CEO’s
Guide to Internet Marketing
Engage in Relevant Conversations
Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
Agenda
Awareness of Need
Information Search
Evaluation of
Alternatives
Buy
OLD Information Search
• View trade magazine ads
• Read direct mail brochure
• Call salesperson
• Get brochure
• Visit static “brochure website”
• Talk at tradeshow
NEW! Information Search
• Search on Google or Bing
• Search in social media (Facebook,
Twitter, LinkedIn)
• Search YouTube videos
• Search in blogosphere
• Search for relevant vendor website
Information Search Today
• Optimize the Content for key search
terms
• Promote the Content in all relevant
channels
• Convert Website Visitors to Leads
• Convert Leads to Customers
No Call to Action
Good Homepage Call to Action
Landing Pages Convert
Landing Pages & Forms
Engage Leads with Social Media
Monitor Your Brand Mentions
Social Media = The NEW Database
Opt-ins via Social Media
Opt-ins via Social Media
Agenda
Awareness of Need
Information Search
Evaluation of
Alternatives
Buy
OLD Evaluation
• In person
demonstration
• Customer
references from
salesperson
NEW! Evaluation
• Online demo or free trial
• Find your own references
Showcase Your Great References
http://twitter.com/hubspot/favorites
Lead Alerts
Re-Engage with Email Marketing
Re-Engage with Lead Nurturing
Agenda
Awareness of Need
Information Search
Evaluation of
Alternatives
Buy Measurement
Benchmarking vs. Competition
Closed Loop Marketing Analytics
• Assess the effectiveness of your marketing on a
campaign-by-campaign level
• Optimize resource allocation to maximize sales
Measure by Channel or Source
Visitors Leads Sales
SEO
Social
Media
What’s the Next Step?
You don’t need 5+ marketing tools
You need just ONE
Everything discussed today is
possible using HubSpot software
Complicated &
Confusing
Easy &
Integrated
Lead
Nurturing
Social
Media SEO
Blog
Analytics
Sales
Tools
Landing
Pages
Website
Growth
3,000
Customers
Q1 2007 Q2 2010
Proven ROI by 3,000+ Customers
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
www.HubSpot.com/ROI
Q & AFree Trial: www.HubSpot.com/free-trial
Mike Volpe
Twitter: @mvolpe
Jeanne Hopkins
Twitter: @JeanneHopkins