Closed Loop Marketing

Van zelf naar vanzelf!!?

Hubspot User GroupMarch 26th, 2014John Boham

Contact:Tel. 020-452 7505eMail. John@FourPoints.nl

Closed Loop Marketing

Agenda

• Inbound vs. Closed Loop Marketing Models

• Inbound

• Closed Loop

• Support

• Hubspot

• Salesforce.com

• Our approach for now

Block 2: Strategy & Business ArchitectureIntroduction

Architecture?

Closed Loop Marketing

New marketing trends

Van Product-pushTo Customer-pull

From periodic campaignsTo “Next Best Offer” @ customer contact

From one message per channelTo one consistent message across all channels

From shouting, disturbing and often annoyingTo informing and facilitating

Closed LoopMarketing…

Block 2: Strategy & Business ArchitectureIntroduction

Architecture?

Closed Loop Marketing

Definition Inbound Marketing Wikipedia

Inbound Marketing is a marketing philosophy that went to be all the rage during the past years,

especially in the USA.

Inbound marketing is based on the principle to get found by potential customers within the target

group, without disturbing them with traditional marketing instruments like advertisements, direct

mailing, cold calling and cold canvassing.

The term ‘inbound marketing’ is coined by HubSpot’s Brian Halligan, in 2005. According to HubSpot,

inbound marketing is especially effective for small businesses that deal with high dollar values, long

research cycles and knowledge-based products.

An inbound marketing strategy can consist of:

1. Creating relevant content for the target group

2. Optimizing the search for that content

3. Online promoting of this content, for example using social media marketing, blogging and

pay-per-click campaigns

4. Converting website visitors to customers using automated e-mail campaigns

Block 2: Strategy & Business ArchitectureIntroduction

Architecture?

Closed Loop Marketing

Used to be easy

Source: Hubspot

Block 2: Strategy & Business ArchitectureIntroduction

Architecture?

Closed Loop Marketing

Complex Relationship Building

Source: Hubspot

Block 2: Strategy & Business ArchitectureIntroduction

Architecture?

Closed Loop Marketing

Buyers and influencers

Source: Hubspot

Buyers:

Repeat business: deep-selling & cross-selling

Influencers:

evangelists, promoters, advocacy

Why are the influencersin the Purchase-column ?

Forrester Oct. 2012

Block 2: Strategy & Business ArchitectureIntroduction

Architecture?

Closed Loop Marketing

Repurchase and Promotion

Source: Hubspot

Repurchase

Promotion

Closed Loop Marketing

Two Closed Loops…..

Source: HubspotClosed

RepurchaseLoop

ClosedPromoter

Loop

Block 2: Strategy & Business ArchitectureIntroduction

Architecture?

Closed Loop Marketing

Hubspots' closed loop

Source: Hubspot

Only the closedrepurchase

loop….?

ATTRACT

Closed Loop Marketing

More detail to understand the loops

Awareness Phase

RelevancePhase

CONVERT IntentPhase

ComparisonPhase

Research Phase

CLOSE

Re-PurchasePhase

PurchasePhase

DELIGHT

Promotion Phase

Block 2: Strategy & Business ArchitectureIntroduction

Architecture?

Closed Loop Marketing

Used to be easy

Source: Hubspot

Awareness within Convert?

Research, Considerationand Intent = Awareness?

Confusing… !

Block 2: Strategy & Business ArchitectureIntroduction

Architecture?

Closed Loop Marketing

Cradle to Cradle / Omnichannel

Awareness Consider/Research Trial/Buy Service

Broadcast

Direct Mail

Store

Internet

Call center

Delight?The Marketeer’s Myopia?

HOW DOHUBSPOT EN SALESFORCE

SUPPORTTHE TWO CLOSED LOOP

MECHANISMS ???

Closed Loop Marketing

Two Closed Loops…..

Source: HubspotClosed

RepurchaseLoop

ClosedPromoter

Loop

MarketingQualified

Lead

SalesQualified

Lead

Closed Loop Marketing

One-directional base

BuyerPersonas

Closed Loop Marketing

One-directional base

BuyerPersonas

ClosedRepurchase

Loop

Closed Loop Marketing

Closed Repurchase Loop

BuyerPersonas

Out of our network (e.g. employees at customer sites) signalsare given that maintenance of management reporting at customer ‘Y’ leaves room for improvement.

LeadMarketingQualified

Lead

SalesQualified

LeadCustomer Promoter

Out of Salesforce aHubspot workflow is

initiated, aimed at the Managed Services Offering

Closed Loop Marketing

Case 1

During the evaluation of a finished project, Customer ‘X’ indicates that he is in need of an auditor that can review his data warehouse. An opportunity is added to Salesforce

LeadMarketingQualified

Lead

SalesQualified

LeadCustomer Promotor

Out of Salesforce aHubspot workflow is initiatedaimed at the ‘Advice’ service

offering

Closed Loop Marketing

Case 2

ClosedPromoter

Loop

Closed Loop Marketing

The Closed Promoter Loop

BuyerPersonas

ClosedPromoter

Loop

ClosedRepurchase

Loop

Closed Loop Marketing

How do we cope @ FourPoints?

BuyerPersonas

Block 2: Strategy & Business ArchitectureIntroduction

Architecture?

Closed Loop Marketing

Answers….?

- Is ‘Delight’ during the Use / Service Phase supported

by Salesforce? Or Hubspot?

- Can we setup a promotional closed loop through

interaction between Salesforce and Hubspot?

- Should we use a Cloud Integration Platform (e.g.

Zapier) to automate that process using the API’s of

Hubspot and Salesforce?