Webinar.2010 Planning Using Hub Spot
description
Transcript of Webinar.2010 Planning Using Hub Spot
![Page 1: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/1.jpg)
Plan a Killer 2010 Marketing Mix
Using HubSpot
Kirsten Knipp, Product Evangelism
Ellie Mirman, Inbound Marketer
![Page 2: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/2.jpg)
Agenda
• 2009 | What a Year!
• 2010 | Are you ready?
• Why is marketing plan important?
• Anatomy of Marketing Planning
• 3 Tips for Your 2010 Marketing Plan
• HubSpot in Action: Building a 2010 Plan
• 2009 in Review Using HubSpot
• How to Set up Tests for 2010
• Key Takeaways
• 2010 Crystal Ball
• Q&A
![Page 3: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/3.jpg)
2009 … What a Year!
More Social Media
More Content & Search
Sales Cycles Longer
Marketing Budgets Cut
More ROI Scrutiny
Do More & Do It
Smarter with Less
![Page 4: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/4.jpg)
![Page 5: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/5.jpg)
Do you need a marketing plan?
![Page 6: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/6.jpg)
Budgeting Tug of War | NOT Fun
![Page 7: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/7.jpg)
ROI is the Key to Budget Approval
![Page 8: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/8.jpg)
Anatomy of a Marketing Plan
![Page 9: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/9.jpg)
Anatomy of a Marketing Plan …
• Market Review
• Competitive Review
• Product and Business Review
• Goals & Objectives
• Strategies
• Action Plan & Implementation
• Evaluation
Source: http://money.howstuffworks.com/marketing-plan4.htm
![Page 10: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/10.jpg)
Tip 1: Don’t overthink it …
• What did you achieve in 2009?
• Revenue?
• Leads? Qualified Leads?
• Other?
• What worked & what didn’t?
• What are your 2010 business
goals?
• Revenue?
• Leads? Qualified Leads?
• Other?
• Do more of what worked & test
a few new ideas
![Page 11: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/11.jpg)
Tip 2: Embrace Testing & New Media
![Page 12: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/12.jpg)
Tip 3: Copy What Works
"A key to staying
profitable in these
tight economic times
is knowing what's
working for your
competition," said
Susanne Sicilian, VP
of events at
MarketingProfs.
![Page 13: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/13.jpg)
HubSpot in Action: Building a 2010 Plan
![Page 14: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/14.jpg)
HubSpot In Action: Marketing Analytics
• The CEO View
• Demo: Lead Source Drill Downs
• Blog Leads & Results
• Social Media Analysis
• Landing Page Analysis & Testing
• Competitive Results
![Page 15: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/15.jpg)
HubSpot in Action: How was 2009?
Exact figures have been obscured to
protect confidential information.
![Page 16: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/16.jpg)
HubSpot in Action: Landing Page Lessons?
![Page 17: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/17.jpg)
HubSpot in Action: Testing Small Bets?
![Page 18: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/18.jpg)
HubSpot in Action: Blog Results?
![Page 19: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/19.jpg)
HubSpot in Action: Social Media Results?
![Page 20: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/20.jpg)
HubSpot in Action: What about competitors?
![Page 21: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/21.jpg)
Takeaways & 2010 Predictions
![Page 22: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/22.jpg)
Planning with HubSpot Key Takeaways
Review Macro 2009 to Goal Set for 2010
Determine what worked in 2009
Measure traffic, leads & conversion
You CAN measure Social Media
Invest more in what worked
Test new tactics: campaigns, calls to
action, landing pages & more
Keep an eye on the competition
EXECUTE, MEASURE, REFINE …
![Page 23: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/23.jpg)
2010 … Crystal Ball …
Marketing Budgets Flat
Social & Email
Marketing Spends Up
Lead Nurturing
Adoption Triples
Traditional Businesses
Embrace Social &
Online
Do More & Do It
Smarter
![Page 24: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/24.jpg)
Questions & Additional Resources
![Page 25: Webinar.2010 Planning Using Hub Spot](https://reader033.fdocuments.us/reader033/viewer/2022052523/5550a6f0b4c90595208b4f8b/html5/thumbnails/25.jpg)
Thank You!!!