All-in-One Marketing Software!

Search Engine Optimization

Blogging & Social Media

Lead Generation

Email & Automation

Marketing Analytics

Lead Management

280,000 Twitter

Followers

Top10 Blog

8,500 Customers

70K Inbound

Leads/Mo

@pjharrell VP Enteprise @HubSpot

IT’S A GREAT TIME TO BE A MARKETER

By 2017, Gartner predicts that CMOs will outspend CIOs on IT.

INBOUND MARKETING OVERTAKES OUTBOUND 1!

6

86% skip TV ads

200m Say DO NOT

CALL

44% of direct mail

is never opened

The Internet has fundamentally changed the way people find, discover, share, shop, & connect. FACT:

CONTROL IS OVER.

MAKE MARKETING PEOPLE LOVE.

INBOUND MARKETING TENANTS

1

2

3

4

Content Creation

Lifecycle Marketing

Personalization

Multi-channel

Analytics 5

INBOUND MARKETING

OUTBOUND MARKETING VS.

+ +

Inbound marketing costs 61% LESS per lead than traditional, outbound marketing.

INBOUND: AVG COST/LEAD: $135

OUTBOUND: AVG COST/LEAD: $346

Inbound converts leads into customers

SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

KEY TAKEAWAY Start adopting Inbound marketing principles

2!MARKETING ACCOUNTABLE FOR REVENUE GENERATION

73% of executives don’t believe that marketing drives demand or revenue.

Source: Fournaise Marketing Group study

87% of the terms sales & marketing use to describe each other are negative.

Source: Corporate Executive Board survey, http://bit.ly/wQCz4b

SALES MARKETING

Source: Corporate Executive Board http://bit.ly/wQCz4b

“simple-minded” “cowboys”

“incompetent”

“paper pushers” “academics” “irrelevant”

#SMARKETING

Marketing Sales

PROBLEMS •  Duplicate leads •  Limited lead info

•  No feedback from sales •  No ROI Measurement

TRADITIONAL MARKETING

Sales + Marketing = SMARKETING

1

2

3

Set up closed-loop reporting

Agree on terminology

Implement an SLA

BEFORE YOU BEGIN SMARKETING

SET UP CLOSED-LOOP MARKETING

Marketing Sales

•  de-duplicate leads •  import to CRM •  lead intelligence

•  contact info & status updates •  closed loop data to analyze

SET UP CLOSED-LOOP CRM INTEGRATION

AGREE ON TERMINOLOGY •  Visitors •  Leads / Inquiries •  Marketing Qualified Leads •  Sales Qualified Leads •  Opportunities •  Customers

SLAs GO BOTH WAYS Marketing to Sales •  Number and quality of leads required to hit

company revenue goals Sales to Marketing •  Speed and depth of lead follow-up that

makes economic sense

COMPUTING THE MARKETING SLA

MQL Type Average Revenue / Customer

MQL to Customer Close %

Value per MQL

Whitepaper $160,000 1.0% $1,600 Webinar $100,000 1.5% $3,000 Online Demo $150,000 2.0% $3,000 Tradeshow $125,000 1.0% $1,250 Contact Sales $110,000 10.0% $11,000

X =

COMPUTING THE MARKETING SLA

KEY TAKEAWAY Agree on one metric & two way SLA with sales

PERSONALIZE EVERY INTERACTION 3!

Hi, I’m J. Buy my

product?

Hi, J. This is how you made me feel.

WHAT DO THESE

COMPANIES HAVE IN

COMMON?

LinkedIn Follow

Webinar

ME Purchase Hx $

Web

Mobile

Email

Tools & Apps

Social

INBOUND MARKETING EXPERIENCE CUSTOMIZED FOR ME

in!

Understand Your Audience: Personalize your marketing through a deep understanding of their interests to pull leads through your funnel faster.

Get Found Online: Create valuable website pages, blog articles and social media messages optimized to drive qualified visitors to your site.

VISITOR

%

NO

YOUR NAME

YOUR COMPANY

YOUR WEBSITE

Join our Community!

YOUR NAME

YOUR COMPANY

YOUR WEBSITE

LEAD

Activity from Your Network: •  Item A •  Item B •  Item C Webinars You Missed: •  Webinar 1 •  Webinar 2 •  Webinar 3

Welcome back, Phil!

%

YES

YOUR NAME

YOUR COMPANY

YOUR WEBSITE

CUSTOMER

You’ll love these blog articles:

Elite Activity from Your Network: •  Item A •  Item B •  Item C Webinars You Missed: •  Webinar 1 •  Webinar 2 •  Webinar 3

Welcome back, Phil!

%

PERSONALIZED

KEY TAKEAWAY Start personalizing customer interactions

SEO & SOCIAL CONVERGE 4!

Google is the new Yellow Pages. FACT:

75% of users never scroll past the first page of

search results.

SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010

FACT The more keyword-rich content you generate, the more search engines will find (and love) you.

Social media use in the U.S. has increased by 356% since 2006.

SOURCE: NETPOP RESEARCH, APRIL 2012

2006 2012

FACT: 92% of consumers worldwide trust recommendations from friends and family more than any form of advertising.

Source: Nielsen Research

SOCIAL MEDIA & BLOGS GENERATE REAL CUSTOMERS

57% 62%

52% 44%

0%

20%

40%

60%

Company Blog LinkedIn Facebook Twitter

SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

% OF CHANNEL USERS WHO ACQUIRED A CUSTOMER

THROUGH THIS CHANNEL

INTEGRATION OF SOCIAL INTO SEARCH

KEY TAKEAWAY Start building social following to improve search rankings

FULLY MOBILE OPTIMIZED 5!

SOURCE: 60 SECOND MARKETER, 2011

6 BILLION of the 6.8 BILLION people on the planet, use a mobile phone. 3.5 BILLION of them use a toothbrush.

FACT: In 2012, more people bought a smartphone than a PC.

Source: IBM

SOURCE: 60 SECOND MARKETER, 2011

54% of iOS web traffic is devoted to search VS. the 36% Internet average.

54%

36%

iOS Internet average

SEARCH THROUGH IOS

SOURCE: SEARCH ENGINE LAND, 2011

OVER HALF lead to purchase.

9 out of 10 mobile searches lead to action.

20%

27%

0%

5%

10%

15%

20%

25%

30%

Early 2011 Late 2011

27% of emails were opened on a mobile device during the second half of 2011…

…up from 20% during the first half of 2011

SOURCE: KNOTICE, APRIL 2012

Source: IBM

FACT: Only 1 in 5 companies run mobile marketing tactics as part of integrated campaigns.

www.vegasclick.com

www.inbound.com

KEY TAKEAWAY Optimize your website & email for mobile

DIGITAL MARKETING SKILLS Digital Citizens Analytical Chops Web Reach Editorial Staff

Build a content factory

Less of this. I HATE marketers!

More of this.

62

More of this.

Phil Harrell VP Enterprise, HubSpot @pjharrell

THANK YOU.