Leveraging HubSpot Enterprise To Grow Your Agency Services VARs Should Provide 10-11-2011 #VARFormable 1
Leveraging HubSpot Enterprise To Grow Your AgencyServices VARs Should Provide
10-11-2011
#VARFormable
1
Agenda
• A new 5-Step Inbound Marketing Methodology
• Services VARs Should Provide• Some Unique Offerings for Special Cases• Marketing These Services• Resources & What’s Next
5 Step Inbound Marketing Methodology
1. Attract Traffic2. Convert Visitors to Leads3. Convert Leads to Sales4. Turn Customers into Repeat Higher
Margin Customers5. Analyze for Continuous Improvement
Agenda
• A new 5-Step Inbound Marketing Methodology
• Services VARs Should Provide• Some Unique Offerings for Special Cases• Marketing These Services• Resources & What’s Next
Convert Visitors to Leads
A/B Testing with Advanced Landing Pages
Video: http://www.hubspot.com/products/advanced-landing-pages/
Convert Visitors to Leads
Dynamic Content Setup in Advanced LPs
Geographic Targeting via IP
Pass Parameters in Query String from PPC
More: http://customers.hubspot.com/product-updates/bid/64072/How-to-tailor-your-landing-page-with-dynamic-content
Convert Visitors to Leads
Optimize Conversion Rate by Traffic Source by with Landing Page Variations by Source
Convert Leads to Sales
Behavior-driven, multi-channel lead nurturing
Video: http://www.hubspot.com/products/marketing-automation
Convert Leads to Sales
Behavior-driven, multi-channel lead nurturing• Set up events (views, clicks, conversions, custom)
• Set up behavior chains (Potential sequence of events a lead triggers)
• Create content used for nurturing based on behavior chains
• Create email messages to send for lead nurturing
Video: http://www.hubspot.com/products/marketing-automation
Convert Leads to Sales
Sales & Marketing Alignment Services• Creating definitions of MQLs and SQLs and generating
more of each• Improving sales productivity by helping client’s
salespeople time sales calls and determine questions and messages
• Creating and Tracking Against SLAs (MQL, SQL) • Creating messaging for salespeople to use that is
consistent with marketing positioning. • Advanced content to support the sales processWebinars: http://www.hubspot.com/partner-program-unifying-sales-and-marketing/http://www.hubspot.com/webinars/webinar-on-demand-marketing-and-sales-alignment/x
Turn Customers to Repeat Customers
• Prevent Churn, Track LTV and Repeat Purchases
• Use lead nurturing and advanced analytics to increase repeat purchases, upgrades, cross-sells.
Analyze for Continuous Improvement
• Identify the events, content and traffic sources that lead to results.
Source & Explanation: http://www.bluemangolearning.com/blog/2011/06/3-reasons-hubspot-users-should-be-excited-about-the-performable-acquisition
Agenda
• A new 5-Step Inbound Marketing Methodology
• Services VARs Should Provide• Some Unique Offerings for Special Cases• Marketing These Services• Resources & What’s Next
Build Integrations with Other Systems
• Trigger events from other systemso Internal systems, trials, ecommerce systemso Mobile appso Social media sites: Linkedin, facebooko Surveys and other data sources
• Trigger messages and customization from advanced nurturing
o Send messages via social mediao Customize web interfaces
Specialize in SaaS Businessses
• Nail the Terminology: LTV, COCA http://www.forentrepreneurs.com/saas-metrics/
• Understand how trial and product usage drives COCA down and LTV up http://www.forentrepreneurs.com/customer-engagement/
• Understand how event tracking and behavior based lead nurturing improves trial and product usage
Specialize in Ecommerce Businesses
• Convert more visitors into opt-ins earlier in buying cycle via advanced landing pages
• Nurture opt-ins to sale• Nurture abandoned shopping carts• Use reverse funnel analysis to determine
sources of traffic and the lead nurturing that works
More: http://www.hubspot.com/ecommerce-marketing-hub/
Agenda
• A new 5-Step Inbound Marketing Methodology
• Services VARs Should Provide• Some Unique Offerings for Special Cases• Marketing These Services• Resources & What’s Next
Market in Context of Your “Process”
Lead with Business Value
Source: http://www.b2binbound.com/services
We Should NOT Be Afraid to Compete w/…
• Marketing Automation• Demand Generation• Lead Management• Revenue Performance Optimization• Etc, etc.
We Should Update & Redefine the Opportunity …
• Marketing transformation: Creating new marketing growth, not automating the past.
• Multi-channel beyond website and email into social mobile and internal systems.
• A much broader feature-set and more comprehensive marketing process
• More advanced analytics for continuous improvement• An open platform that integrates with other software and enables
custom development, with a thriving ecosystem of application developers
• Going bottom up aggressively. Not trying to water down solutions for SMBs.
Agenda
• A new 5-Step Inbound Marketing Methodology
• Services VARs Should Provide• Some Unique Offerings for Special Cases• Marketing These Services• Resources & What’s Next
Use the Forums
• We’ll post updates and to-do’s. • You should respond when you do
something, or when you get stuck.
• If you have product setup questions, call support. 888 HubSpot
Let’s Start Talking About this Stuff
This is Our Chance to Lead the Industry!
See You Next Wednesday