1. Behind the Scenes: How HubSpot Grows ... with HubSpot Steve Vaughan, Channel Account Manager, @SVaughanInbound 3 2. #GrowWithHubSpot 3. #GrowWithHubSpot 4. #GrowWithHubSpot 5. #GrowWithHubSpot 52% of marketers are NOT tracking sales as a metric to measure their content marketing - Driving Content Marketing Success in Europe - 2015 6. #GrowWithHubSpot 7. #GrowWithHubSpot Semi- fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. What did the last person who bought your product/service look like? 8. Profile: Professional marketer (VP, Director, Manager) Mid-sized company (25-200 employees) Small marketing team (1-5 people) BComm (BU), MBA (Babson) 42, Married, 2 Kids (10 and 6) Goals: Support sales with collateral and leads Manage company communications Build awareness Challenges: Too much to do Not sure how to get there Marketing tool and channel mess Mary loves HubSpot because: Easy to use tools that make her life easier Learn inbound marketing best practices Easier reporting to sales and CEO Marketing Mary 9. #GrowWithHubSpot 1,450 375 67951 10. #GrowWithHubSpot What our prospect is searching for: Finance classes Finance tests Careers in finance Courses in finance Career advancement in finance Night classes in finance Finance class auditing Economics classes and training Compelling Offer Ideas: A Step by Step Guide to Building a Career in Finance Ebook: How to Accelerate your Finance Career in 90 Days Webinar: A Career Map for the Finance Industry & What it Takes to Get to the Top Free Tool: Online Certification readiness Exam Ex: We provide online finance classes for busy professionals 11. #GrowWithHubSpot People have problems. Your company has answers. Be the conductor of that information and solve a problem. 12. #GrowWithHubSpot Lets kick off a campaign Downloaded over 20, 400 times. (and counting) 13. #GrowWithHubSpot Inbound Marketing Campaign Playbook 1 2 3 4 5 Goal & Target Content & Conversion Path Promote the Offer like Crazy Share Intel & Nurture Leads Track & Optimize 14. #GrowWithHubSpot 15. #GrowWithHubSpot Inbound Marketing Campaign Playbook 1 2 3 4 5 Goal & Target Content & Conversion Path Promote the Offer like Crazy Share Intel & Nurture Leads Track & Optimize 16. #GrowWithHubSpot 17. #GrowWithHubSpot 18. #GrowWithHubSpot 19. #GrowWithHubSpot 20. #GrowWithHubSpot Who says you cant have brains AND beauty? 21. #GrowWithHubSpot 22. #GrowWithHubSpot 23. #GrowWithHubSpot Inbound Marketing Campaign Playbook 1 2 3 4 5 Goal & Target Content & Conversion Path Promote the Offer like Crazy Share Intel & Nurture Leads Track & Optimize 24. #GrowWithHubSpot If a tree falls in the forest ... 25. #GrowWithHubSpot 59% of B2B marketers say email is the most effective channel for generating revenue. 26. #GrowWithHubSpot 27. #GrowWithHubSpot All blog subscribers that are not leads All qualified leads older than 100 days All sales opportunities All customers and partners 28. #GrowWithHubSpot Marketers who have prioritised blogging are 13x more likely to see positive ROI. 29. #GrowWithHubSpot 30. #GrowWithHubSpot 31. #GrowWithHubSpot Social media has a 2Xlead-to-close rate than outbound marketing. 32. #GrowWithHubSpot Social media has a 2Xlead-to-close rate than outbound marketing. 33. #GrowWithHubSpot 34. #GrowWithHubSpot Coordinated promotion is stronger promotion. 35. #GrowWithHubSpot Inbound Marketing Campaign Playbook 1 2 3 4 5 Goal & Target Content & Conversion Path Promote the Offer like Crazy Share Intel & Nurture Leads Track & Optimize 36. #GrowWithHubSpot According to a Corporate Executive Board study, 87% of the terms Sales and Marketing use to describe each other are negative. 37. Give sales the information they want to know. What companies are visiting our site? What pages have they viewed? What have they converted on? How engaged are they? When are they on our site? What emails have they opened? Who are they on social media? What is their lead score? 38. #GrowWithHubSpot 39. #GrowWithHubSpot Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. 40. #GrowWithHubSpot 41. #GrowWithHubSpot Marketing-Driven Nurturing 42. #GrowWithHubSpot 43. #GrowWithHubSpot Sales-Driven Nurturing 44. #GrowWithHubSpot HubSpot CRM hubspot.com/crm 45. #GrowWithHubSpot 46. #GrowWithHubSpot Inbound Marketing Campaign Playbook 1 2 3 4 5 Goal & Target Content & Conversion Path Promote the Offer like Crazy Share Intel & Nurture Leads Track & Optimize 47. #GrowWithHubSpot Lets measure the return of our campaign. 48. #GrowWithHubSpot 49. #GrowWithHubSpot 50. #GrowWithHubSpot 51. #GrowWithHubSpot 52. #GrowWithHubSpot 53. #GrowWithHubSpot Lets recap: 54. #GrowWithHubSpot Inbound Marketing Campaign Playbook 1 2 3 4 5 Goal & Target Content & Conversion Path Promote the Offer like Crazy Share Intel & Nurture Leads Track & Optimize 55. #GrowWithHubSpot 56. #GrowWithHubSpot marketing.grader.com 57. #GrowWithHubSpot 58. #GrowWithHubSpot