inbound marketing strategy

Toward Lead Generation, Nurturing and Optimization: Hubspot,

Salesforce, and InsightSquared

Lead Generation Strategy: Overview• Adopting a campaign-lead generation strategy with focus on three key sectors (Nonprofit,

Education & Automotive)– Solution selling (multiple products)– Cross marketing peer to peer to Education market

• Tradeshows– Run Walk Ride (Nonprofit/marathon)– Association of Fundraising Professionals (Nonprofit)– NTEN (Nonprofit Technology)– TSUN (Education)– NADA, Pay Here Pay Here (Automotive)

• Lead Tracking Tools– Hubspot– SalesForce– InsightSquared

Sales & Marketing Campaigns - Nonprofit

• Marathon Fundraising– Resources reallocated to focus on winning back marathons lost to Crowdrise/Razoo– Reduced pricing to 3.99% to compete– Attending new conferences to generate leads

• Non-Sponsored NPO Engagement– Focus on up selling Donate Now and Mobile Transact to 3000+ non-sponsored NPO’s – Check will contain marketing message regarding FG’s service

• Competitive Win Campaign– Download lead lists from major competitors (Network for Good, JustGive, Crowdrise)– Begin calling campaign (Goal – 30% of Top 100 clients; 20% across entire campaign)

• National “Cause” Campaign– Highlight national “cause” on FG’s website– Engage NPO’s and fundraisers to participate in national campaign– Provided reduced subscription fee ($300) to new NPO’s that participate that month

• National Brands– Focus sales team monthly on winning NPO’s associated with National Brands

• Ronald McDonald House, Habitat for Humanity, Junior Achievement

Sales & Marketing Campaigns - Education

• Peer to Peer Product Sales– 800+ universities have expressed interest in the Peer to Peer product over the years– Sales team will focus on contacting these schools and closing deals– 25 opportunities generated from initial email

• Closed: Cornell, Michigan State, Vanderbilt, Purdue

• Partnership Relationship– SunGard – Revisiting marketing campaign to support promotion of upgrade to 3.0

eSchoolPlus• 20 schools will be live in March

• FSP Website Redesign– Redesign FSP website to generate B to B leads

• Visa Rule – Convenience fee – Focus on selling FT to universities based upon the Visa rule change

Sales & Marketing Campaign - Automotive• FastTransact

– Focus on selling FT to current dealerships for processing of loan payments and propane merchants

• Partnership Relationship– Frazer – Work with partner on increasing sales opportunities and lead lists– ADP Web1000 – Marketing creating email templates for additional pilot clients– Dealer Solutions – Participating in users conference, email blast to promote FSP– Vertrax – Joint marketing, focusing on selling FT to this propane partner

– Medical (new vertical)• BPA Best Practice Academy – Affiliate partner • Careblue – integration complete

• FSP Website Redesign– Redesign FSP website to generate B to B leads

The Inbound Marketing Funnel

What is inbound marketing?

“If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you focus on inbound marketing.”

- Guy Kawasaki,

(Former chief evangelist, Apple Computer)

It’s a noisy world

Be an Inbound Marketing Bee

• No more pushing. Pull them in.• Make sweet n’ sticky honey.

1. Be sweet - Attract viewers to your site with engaging content.

2. Be sticky – Viewers offer up information in exchange for useful downloadable content.

3. Be sticky - Nurture them down the sales funnel.

Outbound vs. Inbound

Let Magneto explain

Tools of an inbound marketer

Benefits of Inbound Marketing

The 3 tools of inbound marketing

GenerateCollectNurture

NurtureReportTrack

OptimizeInform

1. 2. 3.

How do we use Hubspot?

Landing Pages

A landing page is a webpage where individuals input theirinformation in exchange for downloadable content – turning them into leads that are pushed down the sales funnel.

Is this sweet n’ sticky?

“I’m gonna make him an offer he can’t refuse.”

Call to action

A call to action is an offer

What are we asking from our viewers?

Should they download an ebook?

Attend a webinar?

What’s the “hook?” Where’s thevalue?

How do we engage our audience?

• Social Media – Top of the funnel• Blog - Top of the funnel• eBooks - Middle of the funnel• Webinars – Bottom of the funnel

Again, what is our philosophy?

PULL PUSH

Qualified!

Now what?

Thanks to workflows!

What are Hubspot Workflows?

How does Hubspot work with Salesforce?

How Marketing Uses Salesforce

• Reporting• Tracking Sales Activity• Inform Strategy

We use this

And turn it into this…

July 2012 Accounts

But this highly manual task can be accomplished much easier

Toward Lead Optimization

InsightSquared is a Number Crunching Champion

Lead Aging

Prospects waiting to convert

But…

Salesforce Cleanup

Wrapping up: Keys to Lead Gen, Nurturing, and Optimization

• Stay the course in sharing remarkable, actionable content that engages our audience

• Nurture leads through workflows in Hubspot• Clean up Salesforce for consistency and

accuracy for better readings in InsightSquared