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

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Marketing ROI is more important today then it ever has been. Did you know that Marketing is now a fundamental driver of IT purchasing, and that trend shows no signs of stopping –or even slowing down –any time soon? In fact, Gartner analyst Laura McLellan predicted that by 2017, CMOs will spend more on IT than their counterpart CIOs. The evidence is mounting on how smart B2B marketing executives are connecting to revenue, transforming marketing from a cost to a revenue center, and in the process, helping their organizations outgrow their competition. As we all well know, a marketer's job doesn't stop at lead generation. Have you ever wondered what marketing analytics are important to measure, what will the executive team look for? Will I have a strategy and plan to improve revenue when I’m asked? This session Kim Walsh will leave you with key insights on how to be part of the revenue conversations and justify your marketing ROI.

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

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Im a marketer, how can I justify marketing ROI?

Kim Walsh

Head of Enterprise Sales, HubSpot

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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

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33%

of B2B marketers dont even attempt to measure the financial impact of marketing!!

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

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Lets all promise to not be part of the 33%

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Pls

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Marketing roles are changing.

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The Modern Marketer Is

An Experimenter

A Lover of Data

A Content Creator

A Justifier of ROI

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By 2017, CMOs will spend more on IT than CIOs.

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

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Understand the metrics of your marketing funnel.

Create accountability.

Establish achievable goals.

Map out your plan.

Forecast on return, not on investment.

Agenda

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Understand the metrics of your marketing funnel.

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Understand your funnel (metrics)

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How many?

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Create accountability.

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A marketing SLA is vital to establishing accountability.

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Create a Smarketing (SLA) commitment

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The service-level agreement (SLA) is a two-way process between sales and marketing.

What is an SLA?

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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 %?

HubSpots SLA

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Calculate SLA - $ value

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Establish achievable goals.

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Share revenue goals

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Commit

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Monitor your goal progress

Track your SLAs

You can track these metrics through marketing platforms.

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Map out YOUR plan.

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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)

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Pay attention to the way your personas consume your content

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Persona based marketing SLAs

Lead TypeLead ValueWebinar$.35eBook$.45Free Trial$2.10Demo Request$2.75

Marketing Mary Leads

(100-2,000 Employees)

Lead TypeLead ValueWebinar$.85eBook$1.00Free Trial$4.25Demo Request$6.10

Enterprise Erin Leads

(2,000+ Employees)

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

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

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

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

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

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What channels are working?

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Is sales following through on the plan?

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Is YOUR plan on track?

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For both sales and marketing.

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Forecast on Return not Investment.

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Show the impact of lead generation

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Show leads transferred

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Dashboard

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

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Revenue Reporting

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

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Key take-a-ways

Know your visitor metrics

Know your cost per lead metrics

Know your avg. cost per customer

Marketing SLAs are important and necessary

Reporting will allow you to make real time adjustments

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In true Jerry Maguire fashion

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THANK YOU!

Kwalsh@hubspot.com

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QUESTIONS ?

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