How to Help Your Clients Generate More Sales-Ready Leads

Partner Program Webinar SeriesJanuary 2010

Peter Caputa IV

Partner Program Manager

Twitter: @pc4media

pcaputa@hubspot.com

Your Participation, Feedback, Questions are Welcome

• This webinar is for prospective and current HubSpot

Partners/Resellers.

• Please use the GotoMeeting Chat to ask questions.

Agenda

• What is HubSpot?

• Before You Can Help them Convert More

Leads into Sales…

• The Expansion of Marketing’s Role into

the Sales Funnel

• 5 Steps to Converting More Leads into

Sales

• Should you Become a HubSpot Partner?

What’s HubSpot?

• Inbound marketing software + training

• Over 2,000 customers in 2 years

• 110+ employees

• Doubling investment in software w/

new funding round of 16M

Proven ROI, Industry Recognition

Cilk Arts Increases Leads 500%, Makana Solutions

3x Leads, 2x Conversionswww.HubSpot.com/ROI

http://www.hubspot.com/internet-marketing-awards

http://www.hubspot.com/blog

Case Studies

Awards

Press

We Wrote the Inbound Marketing Book

“Should You Buy the Book? Yes. Get this book. You’ll get a roadmap of what to do. No matter what kind of business you have --the public is increasingly going online. On the Web they are looking for products and services to buy; reading reviews and recommendations of other people; and becoming part of online communities that increase their loyalty to the businesses that create such communities. Inbound Marketing will help you put it all together” - Anita Campbell, Small Business Trends

www.inboundmarketing.com/book

Inbound Marketing Methodology

Convert

Get Found

Get Found

• Publish

• Promote

• Optimize

Convert

• Test

• Target

• Nurture

Process Tools

Get Found

• Content Mgmt

• Blogging

• Social Media

• SEO

• Analytics

Convert

• Offers / CTAs

• Landing Pages

• Email

• Lead Intelligence

• Lead Mgmt

• Analytics

Agenda

• What is HubSpot?

• Before You Can Help them Convert More

Leads into Sales…

• The Expansion of Marketing’s Role into

the Sales Funnel

• 5 Steps to Converting More Leads into

Sales

• Should you Become a HubSpot Partner?

Determine their Challenges, Goals, Needs

http://www.hubspot.com/partner-program-designing-custom-inbound-marketing-proposals/

Assess Inbound Marketing Effectiveness

http://www.hubspot.com/partner-program-lead-generation-webinar/

Is Their Website Preventing Their Success?

http://www.hubspot.com/Partner-Program-Designing-Websites-for-Lead-Generation-Webinar/

Set Priority Based on Assessment & Goals

More Leads?

More Traffic?

Better

Leads?

Set Priority Based on Assessment & Goals

More Leads?

More Traffic?

Better

Leads?IF THEN…

Agenda

• What is HubSpot?

• Before You Can Help them Convert More

Leads into Sales…

• The Expansion of Marketing’s Role into

the Sales Funnel

• 5 Steps to Converting More Leads into

Sales

• Should you Become a HubSpot Partner?

Past: Outbound Sales & Marketing

List Purchased

Direct Mail

Cold Calling

Qualifying

Presenting

$

Sale

sM

ark

eting

Future: Inbound Sales & Marketing

Traffic: SEO, Blogging, Social Media, PPC

Lead Conversion: Compelling Offers, Landing Pages, Calls to Action

Lead Nurturing: Segmentation, Email , Webinars, Blogs

Pre-Qualified Leads Passed to Sales: Scoring,

Intelligence, Alerts

Final Qualifying

Presenting

$

Sale

sM

ark

eting

Inbound Marketing Produces Sales Ready Leads

Inbound Marketing FunnelOutbound Funnel

Mark

eting A

ctivitie

s

Need: Generating High Quality Leads

27%

33%

33%

35%

37%

39%

69%

0% 20% 40% 60% 80%

Competing in lead generation across multiple media

Generating public relations 'buzz'

Marketing to growing number of people in the buying process

Generating a high volume of leads

Creating perceived value in 'cutting edge' product benefits

Marketing to a lengthening sales cycle

Generating high-quality leads

% challenged

Source: MarketingSherpa B2B Marketing Benchmark Survey 2009

Methodology: Fielded April 15-20, 2009, N=1,147

The Market is Ready!

31%

39%

47%

52%

54%

55%

66%

0% 15% 30% 45% 60% 75%

Have a process for handing leads back to marketing

Closed-loop tracking from source to conclusion

Have a process for nurturing leads not sales-ready

Collaborate with sales to define sales-ready leads

Measure lead generation contribution to revenue

Have system for rating 'qualified' and 'warm' leads

Use CRM system to manage lead process

% using this practice

Source: MarketingSherpa B2B Marketing Benchmark Survey 2009

Methodology: Fielded April 15-20, 2009, N=1,147

Agenda

• What is HubSpot?

• Before You Can Help them Convert More

Leads into Sales…

• The Expansion of Marketing’s Role into

the Sales Funnel

• 5 Steps to Converting More Leads into

Sales

• Should you Become a HubSpot Partner?

5 Steps: Converting More Leads into Sales

1. Building Strategic Re-useable Content Assets

2. Nurturing Leads with Email

3. Scoring and Tracking Lead Engagement and Interests.

4. Improving Sales Productivity by Providing the Right Data to Sales

5. Getting data and feedback from sales to improve ROI of all marketing activities.

Step 1a: Building Compelling Offers

• Are the Offers Compelling?

http://blog.hubspot.com/blog/tabid/6307/bid/4793/Are-Your-Compelling-

Offers-Actually-Compelling.aspx

Step 1b: Are Landing Pages Well Designed?

• Landing Page Basics

http://www.hubspot.com/marketing-webinars/optimizing-landing-pages-for-lead-

generation-webinar-archive/

Step 1b: Are Landing Pages Well Designed?

• Landing Page Examples from Partners

http://services.hubspot.com/landing-page/

Step 1c: Are Calls to Action Well Designed?

• See Examples Done by Other Partners

http://services.hubspot.com/call-to-action/

Step 1d: Monitor Conversion Rates

• Quantity vs Quality

• Stage of the Funnel?

• Different Needs & Buyer Personas

Step 2: Lead Nurturing through Email. Why?

Email Lead Nurturing is an automated way of educating a prospect through a series of emails customized to their needs and interest:

• Sales lead expert, Mac McIntosh, found that six months after inquiring about a product or service, 67% indicated that they still intended to buy but they were not yet ready.

• SiriusDecisions says web-based marketing initiatives will drive more than 70% of inbound leads by 2015, growing from 55% of leads in 2009.

• According to Forrester Research, companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost per lead.

• According to CSO Insights, companies that excel at lead nurturing have 9% more sales reps make quota, and enjoy a 10% shorter ramp up time for new reps.

• According to DemandGen Report, nurtured leads produce a 20 percent increase in sales opportunities versus non-nurtured leads.

• According to Tippit, only in the last third of the buying process do buyers want to engage with sales reps.

Step 2a: Structuring Your Lead Nurturing

Campaign Around Buyer’s Needs & Interests

Lead Nurturing Campaign

Email #1 - How to Use Twitter

Email #2 - How to Promote Your Blog

in Social Media using HubSpot

Email #3 – How to Monitor Social

Media using HubSpot

Email #4 – Set up a Free Trial

Step 2b: Define a Sales Ready Lead

What makes a lead more sales readyfor your client?

Particular conversion event (consultation request)?Multiple conversion events (2 or more)?Particular data (VP Finance title)?

Step 2c: Churn out More Reusable Content

What great content should your clients use for lead nurturing? Content they already have!

•Blog posts•Webinars

•Whitepapers•eBooks

•Case studies•Podcasts

•Newsletters

Step 2d: Set up Different Types of Lead

Nurturing Campaigns

Whitepaper download

Related case study + call to action for live

demo

Demo request

Send to sales

Webinar registration

Series of blog articles on

related topic + call to

action for live demo

Demo request

Send to sales

Initial conversion

Lead nurturing campaign

Desired action (2nd

conversion)Send to sales

Whitepaper download

Series of articles +

calls to action to identify interest

Conversion A or

Conversion BSend to sales

Step 2e: Build Sequences of Emails

Step 2f: Measure & Improve Click Through Rates

Step 3: Lead Scoring & Intelligence

Scoring

Lead Intelligence

Step 4: Focus on the Most Interested Prospects

• Higher Scores = More Engaged

• More pages viewed

• More conversions

• Create CRM Views for sales people

Step 4: Start Conversations that are Relevant

• Give information to salespeople that

helps them start or re-engage prospects

with relevant questions and messages.

Step 5: Close the Loop by Analyzing

Effectiveness of Every Marketing Channel

• Measure traffic, leads and SALES that

result from each marketing activity and

campaign.

Customers

Acquired

Agenda

• What is HubSpot?

• Before You Can Help them Convert More

Leads into Sales…

• The Expansion of Marketing’s Role into

the Sales Funnel

• 5 Steps to Converting More Leads into

Sales

• Should you Become a HubSpot Partner?

Why HubSpot Wants to Partner with Service Providers

• We Make & Sell Software & Training that Most of

Your Clients Need

• Many of Our Customers Need & Want Coaching &

Services

HubSpot

Customers

Marketing

Service

ProvidersExchanging Value

1 + 1 = 3

Start Learning by Doing with the Partner Program

• Watch the partner program launch webinar. (Currently being

updated to reflect new pricing, products and partner margin share.)

• Partners get special access to extended free trials.

• Contact Pete Caputa w/ questions about your trial.

http://www.hubspot.com/partners

How Agencies Benefit from Partnering with HubSpot

• Serve Clients Better. Efficiently

• New Revenue from New

Services

• Growth from Exposure &

Referrals

• Direct Revenue from HubSpot

Leve

l o

f Im

po

rta

nce t

o Y

ou

We Want to Help You Grow Your Business…

"Our agency is on pace to grow 130 – 150% this year…

Obviously there is demand in the market for these

services that will likely increase as HubSpot's profile

does. I don’t know if we could build a profitable model

around Inbound Marketing services without HubSpot.”-Paul Roetzer | President, PR 20/20

Watch the case study:

http://bit.ly/ZjGs1

How we Plan to Support Our New Partners

1. Extended Free Trials for You, Your Clients

2. Access to Inbound Marketing

Methodology

3. Partner Training Curriculum Delivering

Inbound Marketing Services.

Cost to Partner with HubSpot: Your Time

Learn the Value of the HubSpot Software

• Start a 30 day free trial for your

website. http://bit.ly/99SOv or client:

http://bit.ly/7bENS

• Gives you access to

http://success.hubspot.com

How we Plan to Support Our New Partners

1. Extended Free Trials for You, Your Clients

2. Access to Inbound Marketing

Methodology

3. Partner Training Curriculum Delivering

Inbound Marketing Services.

Cost to Partner with HubSpot: Your Time

Learn the Value of the HubSpot Software

• Start a 30 day free trial for your

website. http://bit.ly/99SOv or client:

http://bit.ly/7bENS

• Gives you access to

http://success.hubspot.com

Supplemental Slides

Lead Nurturing in Lead Manager

• Individual lead nurturing details

• See what campaign they received, when the emails

were sent, if they clicked on any of the emails, if they

opted out or if their email bounced

Lead Nurturing in Form Manager

• View what campaign a form is associated with

Lead Nurturing in Landing Page Manager

• View what lead nurturing campaigns a landing

page is associated with

• Live in the next couple of days

Lead Nurturing in Form Builder

• You can associate a from with a lead nurturing campaign

in form details when you are setting up the form

Lead Nurturing in the API Settings

SFDC Integration

Lead Import