Jeanne hopkins - Journey to the Middle of the Funnel
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14-Sep-2014 -
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Transcript of Jeanne hopkins - Journey to the Middle of the Funnel
Journey to the Middle of the Funnel
Jeanne Hopkins VP, Marketing @HubSpot
Journey to the Middle of the Funnel
10 Reasons Marketing Automation Fails
How Inbound Marketing Helps
2
3
2
3
1
Questions, Applause
MOFU
Marketing was about
pushing messages out.
Today it’s about
pulling people in.
It doesn’t serve the recipient. 1
2 It worships email.
It’s not value-driven. 3
It’s narrow-minded. 4
It ignores existing customers. 5
It’s not mobile-friendly. 6
It’s not multi-channel. 7
Social Media
Referrals
Other Campaigns
Paid
Blog
It’s not enough on its own. 8
I miss jelly.
It can look really bad. 9
It’s too sales-driven. 10
CONNECTING INBOUND MARKETING TO SALES CONVERSION
Inbound Marketing
35-50% of sales go to the
vendor that responds first.
Source: InsideSales.com
66% of buyers indicate
“consistent and relevant
communication provided by
both sales and marketing
organizations”
is a key influence in choosing a
solution provider.
Source: Genius.com / DemandGen Report
Segmented emails
receive
50% more clicks.
Source: MarketingSherpa
Nurtured leads have
9% higher average
deal size
Source: Market2Lead
and 23% shorter
sales cycle
Email Marketing to Existing Leads
Leads to More New Leads
What to Measure: Quality Conversions
What to Measure: New Leads Generated
Reporting
27
WHY?
28
Website
SEO
Landing Pages
Analytics
Blog Lead Nurturing
Lead Mgmt
Social Media
website
SEO
Landing Pages
Analytics
Blog Lead Nurturing
Lead Mgmt
Social Media
Visitors
Leads
Customers
Map Marketing Efforts to Every
Stage of the Sales Funnel
Visitors
Leads
Customers
Webinar: 12
Quick Tips to
Search Google
Like an Expert
Blog Post: Think Like a
Publisher:
3 Tips to Generate
More Leads
Success Story: Software
Company Doubles Organic
Traffic and Grows Lead
Conversions with HubSpot
Lead revisit notification to SR
CRM Sync
1 MoFu
DeDup
Lead revisit notification to SR
.cs
v
CRM Sync DeDup
2 MoFu
Import 50k
Import Custom
Lead revisit notification to SR
.cs
v
CRM Sync DeDup
3 MoFu
Import 50k
Import Custom
Social Media Match
Lead revisit notification to SR
.cs
v
CRM Sync De Dupe Segment
4 MoFu
Import 50k
Import Custom
Social Media Match
Segment
Segment Custom
Lead revisit notification to SR
.cs
v
CRM Sync De Dupe Segment
5 MoFu
Import 50k
Import Custom
Social Media Match
Segment
Segment Custom
Email 50k
Email images
10 Templates
Scheduling
Mobile Social
Lead revisit notification to SR
.cs
v
CRM Sync De Dupe Segment
6 MoFu
Import 50k
Import Custom
Social Media Match
Segment
Segment Custom
Email 50k
Email images
10 Templates
Scheduling
Mobile Social
Lead revisit notification to SR
.cs
v
CRM Sync De Dupe Segment
7 MoFu
Import 50k
Import Custom
Social Media Match
Segment
Segment Custom
Email 50k
Email images
10 Templates
Scheduling
Mobile Social
Lead nurture lists
>1 Nurture per lead
+1 Lead to campaign
Customize timing & freq
API
Lead revisit notification to SR
.cs
v
CRM Sync De Dupe Segment
8 MoFu
Import 50k
Import Custom
Social Media Match
Segment
Segment Custom
Email 50k
Email images
10 Templates
Scheduling
Mobile Social
Lead nurture lists
>1 Nurture per lead
+1 Lead to campaign
Customize timing & freq
API
Salesforce Connector
Lead revisit notification to SR
.cs
v
CRM Sync De Dupe Segment
9 MoFu B
WHAT NEXT?
42
Next Gen MoFu
Next Gen MoFu
PERSONALIZATION
USER ACTIVITY
Lead revisit notification to SR
.cs
v
CRM Sync De Dupe Segment
Next Gen MoFu B
Lead Revisit Notification
.cs
v
CRM Sync De Dupe Segment
Next Gen MoFu B
Sales Alerts
.cs
v
CRM Sync De Dupe Segment Personalize Listen
Next Gen MoFu B
Sales Alerts
.cs
v
CRM Sync De Dupe Segment Personalize Listen
Next Gen MoFu B
Users, Usage & Conversion
Users & Usage
Better Conversion
Better Personalization
Better Value
50
Page Visits
f+ Facebook Follow
Favorites
USER ACTIVITY
Kirsten
51
Service Chat
Mobile Activity
Opt Out
SMS
Web
Tools & Apps
Social
INBOUND MARKETING EXPERIENCE CUSTOMIZED
for Kirsten
52
53
54
Page Visits
f+ Facebook Follow
Blog Sub
Webinar
MIKE
55
Purchase Hx
$
Web
Mobile
Tools & Apps
Social
INBOUND MARKETING EXPERIENCE CUSTOMIZED
For Mike
Screenshot of Mike’s Amazon.com
homepage
56
Increasing Trial Usage Lead Starts
15 Day Trial
Welcome Email Not logged in
Not upgraded and
1 Week Left IF
7 Day Trial
Reminder Email
1 Day Left Not logged in
Not upgraded and
IF
1 Day Trial
Reminder Email
Joanne
Signed
Up!
IMAGINE YOU CAN DO THIS FOR ANY ACTION …
Why? •Deal Speed •Customer Retention •Cross & Up-sell •Low-Touch Support
Complicated & Confusing
Easy & Integrated
Thank
you!
Thank
you!
Thank
you!
Thank
you!
Thank
you!
Thank
you!
Thank
you!
Thank
you!
Thank
you!
Thank
you!
Jeanne Hopkins
twitter.com/jeannehopkins linkedin.com/in/jeannehopkins
www.HubSpot.com
THANK YOU