online marketing & lead nurturing in the era of social crm
DESCRIPTION
Social CRM (SCRM) leverages the power of social media by integrating it with existing marketing processes and systems, such as CRM platforms and marketing automation platforms. The power of this approach makes it easier for marketers to manage and monitor the effectiveness of social media marketing campaigns and understand what’s working and why.TRANSCRIPT
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Online Marketing &
Lead Nurturing in the
Era of Social CRM
Mike Volpe
Twitter: @mvolpe
Jeanne Hopkins
Twitter: @JeanneHopkins
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Who is HubSpot?
160+ Employees in Cambridge, MA (MIT)
$33m in VC (3 rounds)
Software for Marketing at $3K-18K/year
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Complicated &
Confusing
Easy &
Integrated
Lead
Nurturing
Social
Media SEO
Blog
Analytics
Sales
Tools
Landing
Pages
Website
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Growth
3,000
Customers
Q1 2007 Q2 2010
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OLD Stages of Buying Process
Awareness of Need
Information Search
Evaluation of
Alternatives
Buy
Cold Calls, Tradeshows
Direct Mail, Advertising
Info from Salesperson,
Industry Analysts
Demos by Sales
References from Sales
Pay Upfront
Linear Process
Controlled by Salesperson
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NEW Stages of Buying Process
Awareness of Need
Information Search
Evaluation of
Alternatives
Buy
Blogs, videos, peers
Social media info
Info from peers
Social media sharing
Peer references/reviews
Social media opinions
Rent product /
Buy as a service
Dynamic Process
Controlled by Customer
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Marketing is Changing
1950 - 2000 2000 - 2050
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The Good News…
Inbound Marketing:Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com
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The Great News…
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Agenda
Awareness of Need
Information Search
Evaluation of
Alternatives
Buy
The internet and
social media have
changed each of
these steps.
As a marketer,
what should you
do differently at
each stage?
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Agenda
Awareness of Need
Information Search
Evaluation of
Alternatives
Buy
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OLD Awareness Building
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OLD Awareness Building is Harder
800-555-1234
Annoying
Salesperson
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Building Awareness Today
Get Found Part of Inbound Marketing
• Create Content
• Optimize the Content
• Promote the Content
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Publish Everything
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
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Compose and Optimize Blog Content
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Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
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SEO = Context and Authority
Ranking Algorithm:f(n): Context + Authority
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Pick the Best Keywords for SEO
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On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
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Optimize Content for SEO
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SEO Authority is Determined by Links
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Content Makes You Interesting
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Auto-Post Blog Content to Social & Email
New Blog Post: A CEO’s
Guide to Internet Marketing
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Engage in Relevant Conversations
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Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Agenda
Awareness of Need
Information Search
Evaluation of
Alternatives
Buy
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OLD Information Search
• View trade magazine ads
• Read direct mail brochure
• Call salesperson
• Get brochure
• Visit static “brochure website”
• Talk at tradeshow
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NEW! Information Search
• Search on Google or Bing
• Search in social media (Facebook,
Twitter, LinkedIn)
• Search YouTube videos
• Search in blogosphere
• Search for relevant vendor website
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Information Search Today
• Optimize the Content for key search
terms
• Promote the Content in all relevant
channels
• Convert Website Visitors to Leads
• Convert Leads to Customers
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No Call to Action
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Good Homepage Call to Action
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Landing Pages Convert
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Landing Pages & Forms
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Engage Leads with Social Media
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Monitor Your Brand Mentions
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Social Media = The NEW Database
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Opt-ins via Social Media
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Opt-ins via Social Media
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Agenda
Awareness of Need
Information Search
Evaluation of
Alternatives
Buy
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OLD Evaluation
• In person
demonstration
• Customer
references from
salesperson
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NEW! Evaluation
• Online demo or free trial
• Find your own references
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Showcase Your Great References
http://twitter.com/hubspot/favorites
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Lead Alerts
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Re-Engage with Email Marketing
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Re-Engage with Lead Nurturing
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Agenda
Awareness of Need
Information Search
Evaluation of
Alternatives
Buy Measurement
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Benchmarking vs. Competition
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Closed Loop Marketing Analytics
• Assess the effectiveness of your marketing on a
campaign-by-campaign level
• Optimize resource allocation to maximize sales
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Measure by Channel or Source
Visitors Leads Sales
SEO
Social
Media
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What’s the Next Step?
You don’t need 5+ marketing tools
You need just ONE
Everything discussed today is
possible using HubSpot software
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Complicated &
Confusing
Easy &
Integrated
Lead
Nurturing
Social
Media SEO
Blog
Analytics
Sales
Tools
Landing
Pages
Website
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Growth
3,000
Customers
Q1 2007 Q2 2010
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Proven ROI by 3,000+ Customers
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
www.HubSpot.com/ROI
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Q & AFree Trial: www.HubSpot.com/free-trial
Mike Volpe
Twitter: @mvolpe
Jeanne Hopkins
Twitter: @JeanneHopkins