measuring marketing to drive sales success
DESCRIPTION
In today's business environment, marketers are doing more with less and are forced to make tough business decisions that help move company sales in the right direction. By partnering with sales to measure both the quantity and quality of digital marketing campaigns marketers can make changes as necessary, as campaigns are underway, to generate the best results. This session will cover how to create joint SLAs that create common language and goals, getting sales to honestly rate and call leads, how to use tools to grade, filter leads and nurture leads and ultimately how to analyze results of closing the sales and marketing loop. Marketing is only as good as Sales' last month - use data to ensure your team is delivering the best leads to meet your business goals.TRANSCRIPT
Measuring Marketing to Drive Sales Success
Mark Roberge
HubSpot
@markroberge
Inbound Marketing Summit (#IMS11)
June 8th, 2011
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General characteristics of sales people?
INTELLIGENT
HARD WORKING
SELFISH
OVERPAID
LAZY
STRATEGIC
AGGRESSIVE
EMPATHETIC
3
Use Science Not Gut to Determine Sales-Ready Leads
SEO
Visitors
Leads
SEO Customers
[LTV of SEO Customers]
BLOG
Visitors
Leads
Blog Customers
[LTV of Blog Customers]
Social Media
Visitors
Leads
Social Media Customers
[LTV of Social Media Customers]
4
Hold Marketing Accountable to Lead Quality and Quantity
• MTD Rejected New Lead Rate (target < 5%): 4.6%• MTD 7 Day Lead to Opportunity Conv (target > 33%): 44%• MTD % Leads from B2B >1K employees (target > 20%): 23%
* Data has been altered from actual HubSpot data for the purposes of this presentation
Use Science, Not Gut, to Find Optimal Attempts per Lead
1 2 3 4 5 6 7 8 9 10 11 12 13 140
2
4
6
8
All Leads 1-10 employees 11-25 employees26-50 employees 51+ employees
Attempt #
LTV
/ C
OC
A
6
Hold Sales Accountable to Attempt Quantity and Quality
* Data has been altered from actual HubSpot data for the purposes of this presentation
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Action Items
1. Define your Sales & Marketing SLA
2. Train the teams
3. Implement processes to hold them accountable
Let Inbound Marketing Feed Marketing Automation
Source: survey of hundreds of businesses: HubSpot.com/ROI
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REFRESH and Cleanse Marketing Database
http://www.hubspot.com/the-science-of-email-marketing/
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Quick sales response time = more success
http://www.insidesales.com/images/LRM_07_short.pdf
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Action Items
1. Use inbound marketing to feed your marketing automation
2. Ensure you are replenishing at least 30% of your email list every year
3. Automate filtering and make sure inbound leads are called right away
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Correlation between social media and search rank
http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
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Action Items
1. Account for search in the ROI of your social media efforts
2. Focus social media efforts on prospects AND digital influencers in your industry
Additional Resources
Inbound Marketing University
www.inboundmarketing.com
Read the Inbound Marketing Book www.InboundBook.com
HubSpot Welcome – Facebook CTA tool[Search for “HubSpot Welcome” in Facebook]
Grade your website at www.WebsiteGrader.com
Start your free trial of HubSpot software www.HubSpot.com/free-trial
Thank You!
Mark Roberge
HubSpot
@markroberge