I'm a marketer, how can I be part of the revenue conversations #Inbound2014

#INBOUND14

I’m a marketer, how can I justify marketing ROI?

Kim Walsh

Head of Enterprise Sales, HubSpot

Head of Enterprise Sales

4+ years @HubSpot

Originally from Alberta, Canada and I have sold 1,200 pairs of shoes on air with QVC in 8 minutes.

@kwalsh07

KimWalsh

#INBOUND14

33%of B2B marketers don’t even attempt to measure the financial impact of marketing!!

Source: http://blog.hubspot.com/insiders/marketing-analytics-vs-business-analytics

#INBOUND14

Let’s all promise to not be part of the 33%

#INBOUND14

Marketing roles are changing.

#INBOUND14

The Modern Marketer Is• An Experimenter • A Lover of Data• A Content Creator• A Justifier of ROI

#INBOUND14

By 2017, CMO’s will spend more on IT than CIO’s.

#INBOUND14

#INBOUND14

#INBOUND14

We have to find a way to drive repeatable, predictable and scalable revenue.

#INBOUND14

1 Understand the metrics of your marketing

funnel.

2 Create accountability.

3 Establish achievable goals.

4 Map out your plan.

5 Forecast on return, not on investment.

Agenda

#INBOUND14

1 Understand the metrics of your marketing funnel.

#INBOUND14

Understand your funnel (metrics)

HOW MANY?

#INBOUND14

2 Create accountability.

#INBOUND14

A marketing SLA is vital to establishing accountability.

#INBOUND14

Create a Smarketing (SLA) commitment

#INBOUND14

“The service-level agreement (SLA) is

a two-way process between sales and

marketing.”

What is an SLA?

#INBOUND14

How many quality leads does the sales team need to make

quota?

What % revenue comes from marketing vs. sales-generated

leads?

What is the average sales deal size?

What is the average lead to customer close %?

HubSpot’s SLA

#INBOUND14

Calculate SLA - $ value

#INBOUND14

3 Establish achievable goals.

#INBOUND14

Share revenue goals

COMMIT

#INBOUND14

Monitor your goal progress

#INBOUND14

Track your SLA’sYou can track these metrics through marketing platforms.

#INBOUND14

4 Map out YOUR plan.

#INBOUND14

Develop your personas

• Customized marketing SLA, sales effectiveness, and customer success metrics to persona

Marketing Mary(100-2,000 employees)

Enterprise Erin(2,000+ employees)

Owner Ollie Team(1-100 employees)

#INBOUND14

Pay attention to the way your personas consume your content

#INBOUND14

Persona based marketing SLAs

Lead Type Lead Value

Webinar $.35

eBook $.45

Free Trial $2.10

Demo Request $2.75

Marketing Mary Leads(100-2,000 Employees)

Lead Type Lead Value

Webinar $.85

eBook $1.00

Free Trial $4.25

Demo Request $6.10

Enterprise Erin Leads(2,000+ Employees)

* Data has been altered from actual HubSpot data for the purposes of this presentation

#INBOUND14

What channels are working?

#INBOUND14

Is sales following through on the plan?

#INBOUND14

Is YOUR plan on track?

#INBOUND14

5 Forecast on Return not Investment.

#INBOUND14

Show the impact of lead generation

#INBOUND14

Show leads transferred

#INBOUND14

Dashboard

Understand your overall marketing performance and tie it back to customers.

#INBOUND14

Revenue Reporting

Understand how much revenue has come from contacts in your database.

#INBOUND14

Key take-a-ways

1. Know your visitor metrics

2. Know your cost per lead metrics

3. Know your avg. cost per customer

4. Marketing SLA’s are important and necessary

5. Reporting will allow you to make real time

adjustments

#INBOUND14

In true Jerry Maguire fashion

#INBOUND14

THANK YOU!

Kwalsh@hubspot.com

#INBOUND14

QUESTIONS ?