2012 11-08 synergy v3

Modern Sales amp Marketing Best Practices

Synergy 2012

Mark Roberge

SVP of Sales and Services HubSpot

markroberge

TRANSFORMATION AND PERSONALIZATION

NOT AUTOMATION

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Outbound Marketing

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Outbound Marketing is Harder

800-555-1234

Annoying

Salesperson

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Inbound Marketing Align with Buyer Behavior

Blog SEO Social Media

How Do You Get to the Top

httpwwwseomozorgblogfacebook-twitters-influence-google-search-rankings

Social Authority is Largest Influencer of SEO

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SEO = Create amp Promote Content

Blog SEO Social Media

0

200

400

600

800

1000

1200

1400

1600

1800

NEW LEADS INDEX

MONTHLY BLOG POSTS

B2B

B2C

IMPACT OF MONTHLY BLOG ARTICLES ON INBOUND LEADS FOR B2B amp B2C COMPANIES

Share This Report

httpoffershubspotcommarketing-benchmarks-from-7000-businesses

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100+ Examples of Inbound Success

httpwwwhubspotcomcustomer-case-studies

TRANSFORMATION AND PERSONALIZATION

NOT AUTOMATION

1 Align Marketing with Modern Buyer Behavior Inbound Marketing

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Create Your Content Engine Create Your Content Engine

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Create Your Content Calendar

1 eBook w LP Month

Create Your Content Calendar

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4

Blog Posts Month

Create Your Content Calendar

1 eBook w LP Month

Create Your Content Calendar

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Create Your Content Calendar

4

Blog Posts Month

FB Posts Month

8

1 eBook w LP Month

Create Your Content Calendar

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Create Your Content Calendar

4

Blog Posts Month

FB Posts Month

8

Tweets month

16

1 eBook w LP Month

Create Your Content Calendar

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Create Your Content Calendar

4 Blog Posts Month

FB Posts month

8

Tweets month

16

1 eBook w LP Month

Create Your Content Calendar

TRANSFORMATION AND PERSONALIZATION

NOT AUTOMATION

1 Align Marketing with Modern Buyer Behavior Inbound Marketing

2 Attract Prospects with Your Content Engine

Your List Expires at ~25 Year

Year 1 Year 2 Year 3

50K 21K

20

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500 Leads

50K list 4 CTR

25 Conversion

Marketing Automation Expiration

42 Leads 21K list 1 CTR

20 Conv

TRANSFORMATION AND PERSONALIZATION

NOT AUTOMATION

1 Align Marketing with Modern Buyer Behavior Inbound Marketing

2 Attract Prospects with Your Content Engine

3 Avoid Death by Marketing Automation

Traditional Marketing Automation

CONTEXT MEDIUM

Personalization Not Automation

CONTEXT MEDIUM

Marketing Mary

Enterprise Erin

Owner Ollie

TRANSFORMATION AND PERSONALIZATION

NOT AUTOMATION

1 Align Marketing with Modern Buyer Behavior Inbound Marketing

2 Attract Prospects with Your Content Engine

3 Avoid Death by Marketing Automation

4 Convert Sales through Personalizaton

The Marketing SLA

Lead Type Lead Value

Webinar $07

eBook $05

Free Trial $45

Demo Request $95

Owner Ollie Leads (1-100 Employees)

Lead Type Lead Value

Webinar $35

eBook $45

Free Trial $210

Demo Request $275

Marketing Mary Leads (100-2000 Employees)

Lead Type Lead Value

Webinar $85

eBook $100

Free Trial $425

Demo Request $610

Enterprise Erin Leads (2000+ Employees)

Data has been altered from actual

HubSpot data for the purposes of this

presentation

The Sales SLA

Attempt

LT

V C

OC

A

Data has been altered from actual HubSpot data for the purposes of this presentation

Ollie Leads Mary Leads Erin Leads

Daily Accountability for Marketing amp Sales

Data has been altered from actual HubSpot data for the purposes of this presentation

TRANSFORMATION AND PERSONALIZATION

NOT AUTOMATION

1 Align Marketing with Modern Buyer Behavior Inbound Marketing

2 Attract Prospects with Your Content Engine

3 Avoid Death by Marketing Automation

4 Convert Sales through Personalizaton

5 Align Sales and Marketing

create marketing people love

Content

Context

inbound12

wwwHubSpotcom3

THANKS

Mark Roberge

SVP of Sales and Services HubSpot

markroberge