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Everyone knows that social is important. But how do you use it to drive sales through the roof? People learn about brands in fundamentally new ways and this shift has transformed marketing. The traditional approach of online advertising and a good-looking website is no longer enough for business success. Learn how companies are leveraging social and content marketing to grow their businesses. View our webinar to learn from the best industry thought leaders. Jamie Grenney, VP of Social Media and Online Video at salesforce.com, and Mark Roberge, VP of Sales at HubSpot, unite to deliver an eye-opening presentation about the social and content layers shaping up successful marketing efforts. During this 50-minute webinar, you will learn how to: http://bit.ly/SI7bFU
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How to Grow Your Business with
SOCIAL & INBOUND Marketing
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#SocialContent
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Your Presenters:
Mark Roberge VP of Sales @HubSpot
Jamie Grenney VP of Social Media & Video @Salesforce
Metrics Your Business Should Focus On
How to Grow Your Social Database
Build Deeper Relationships with Prospects
Using Social Data for Smart Marketing Decisions
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Today’s Agenda:
METRICS YOUR BUSINESS SHOULD FOCUS ON
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Three Key Metrics The marketing world is full of metrics, but there are three essential ones to focus on:
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The # of new leads
you bring in.
The # of leads you qualify
for sales follow-up.
The number of leads who
convert into customers.
Sales
Marketing
Qualified
Leads
Leads
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Leads
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LEAD A contact who has taken an
action to receive information
from your company.
Track Leads Across Different Sources
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Measure traffic and leads that your marketing channels are driving
Track Leads by Campaign Measure how many leads your campaigns are driving by channel
Three Key Metrics
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The # of new leads
you bring in.
Marketing
Qualified
Leads
Leads
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MARKETING
QUALIFIED
LEAD
A lead that has converted on a
resource that pushes them
down the sales funnel.
Contact who downloaded an ebook on lead gen,
company is 200-1,000 employees & in North
America.
A contact at a company in the US who filled out the
form to request a sales demo or started a trial.
A contact at a company whose role makes him/her
a decision maker, e.g. a VP or Director.
MQL Examples:
Grade Your Leads
Track the # of Marketing Qualified Leads
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Track progress on these same marketing qualified events
Computing the Marketing SLA
MQL Type Average
Revenue /
Customer
MQL to
Customer
Close %
Value per
MQL
Ebook $160,000 1.0% $1,600
Webinar $100,000 1.5% $3,000
Free Trial $150,000 2.0% $3,000
Tradeshow $125,000 1.0% $1,250
Contact Sales $110,000 10.0% $11,000
Three Key Metrics The marketing world is full of metrics, but there are three essential ones to focus on:
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The # of new leads
you bring in.
The # of leads you qualify
for sales follow-up.
Sales
Marketing
Qualified
Leads
Leads
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SALE The lead becomes a customer,
resulting in a sale for your
company.
Track #of New Customers Generated Ensure that your marketing efforts are bringing in new customers
HOW TO GROW YOUR SOCIAL DATABASE
Attract New Prospects and Customers
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Fill the top of the funnel Leads
Traditional Approach to Lead Generation
Drive Traffic To Your Site
Fill Out a Form
Follow Up With Leads 1
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The Rise of the Social Customer
Engage In The Conversation
Crack The Code On Viral Marketing
Create Your Content Engine
Content Fuels Website & Social Channels
55% more website visitors for companies that blog.
79% more Twitter followers for companies that blog.
http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
Social Influence Major Driver of SEO
Know Your Audience
Create Your Content Calendar
1 Big Video / Month
1 Big Video / Quarter
4 Blog Posts / Month
Create Your Content Calendar
Create Your Content Calendar
1 Big Video / Month
4 Blog Posts / Month
FB Posts / month 8
Create Your Content Calendar
1 Big Video / Month
4 Blog Posts / Month
FB Posts / Month 8
Tweets / month 16
Create Your Content Calendar
1 Big Video / Month
4 Blog Posts / Month
FB Posts / month 8
Tweets / month 16
Most Common Challenges
Targeted Calls-to-Action On All Content
Soft Offers to Capture Leads
How Social Grows Your Database
BUILD DEEPER RELATIONSHIPS WITH PROSPECTS
Staying Connected in the Mobile Age
Top Tactics To Grow Your Subscribers
Advertising for Fan Acquisition
Campaigns Driving to Like Gates on Facebook
Like & Share Buttons On Your Website
Cross-Promote Social on Emails
Active Engagement on Social Channels
Drum Beat of Great Content!
Listening & Engaging in Real-Time
Making Sense Of All The Data
Creating Your Social Customer Profile
Campaign Attribution
for Social Touches
Enhance Lead Scoring
Personalize
Communications
Web & Social
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Refer to Salesforce.com Safe Harbor Statement. This presentation may contain forward looking statements.
USE SOCIAL DATA FOR SMART MARKETING DECISIONS
Closed Loop Social Intelligence & Analytics
Closed Loop CRM Integration
Track Performance of Social
Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Email &
Automation
Marketing
Analytics
Lead
Management
Find out how
HubSpot can help
you take your
inbound marketing
to the next level.
WWW.HUBSPOT.COM/DEMO
Get your
custom
demo
today.
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THANK YOU.
