Plan a Killer 2010 Marketing Mix

Using HubSpot

Kirsten Knipp, Product Evangelism

Ellie Mirman, Inbound Marketer

Agenda

• 2009 | What a Year!

• 2010 | Are you ready?

• Why is marketing plan important?

• Anatomy of Marketing Planning

• 3 Tips for Your 2010 Marketing Plan

• HubSpot in Action: Building a 2010 Plan

• 2009 in Review Using HubSpot

• How to Set up Tests for 2010

• Key Takeaways

• 2010 Crystal Ball

• Q&A

2009 … What a Year!

More Social Media

More Content & Search

Sales Cycles Longer

Marketing Budgets Cut

More ROI Scrutiny

Do More & Do It

Smarter with Less

Do you need a marketing plan?

Budgeting Tug of War | NOT Fun

ROI is the Key to Budget Approval

Anatomy of a Marketing Plan

Anatomy of a Marketing Plan …

• Market Review

• Competitive Review

• Product and Business Review

• Goals & Objectives

• Strategies

• Action Plan & Implementation

• Evaluation

Source: http://money.howstuffworks.com/marketing-plan4.htm

Tip 1: Don’t overthink it …

• What did you achieve in 2009?

• Revenue?

• Leads? Qualified Leads?

• Other?

• What worked & what didn’t?

• What are your 2010 business

goals?

• Revenue?

• Leads? Qualified Leads?

• Other?

• Do more of what worked & test

a few new ideas

Tip 2: Embrace Testing & New Media

Tip 3: Copy What Works

"A key to staying

profitable in these

tight economic times

is knowing what's

working for your

competition," said

Susanne Sicilian, VP

of events at

MarketingProfs.

HubSpot in Action: Building a 2010 Plan

HubSpot In Action: Marketing Analytics

• The CEO View

• Demo: Lead Source Drill Downs

• Blog Leads & Results

• Social Media Analysis

• Landing Page Analysis & Testing

• Competitive Results

HubSpot in Action: How was 2009?

Exact figures have been obscured to

protect confidential information.

HubSpot in Action: Landing Page Lessons?

HubSpot in Action: Testing Small Bets?

HubSpot in Action: Blog Results?

HubSpot in Action: Social Media Results?

HubSpot in Action: What about competitors?

Takeaways & 2010 Predictions

Planning with HubSpot Key Takeaways

Review Macro 2009 to Goal Set for 2010

Determine what worked in 2009

Measure traffic, leads & conversion

You CAN measure Social Media

Invest more in what worked

Test new tactics: campaigns, calls to

action, landing pages & more

Keep an eye on the competition

EXECUTE, MEASURE, REFINE …

2010 … Crystal Ball …

Marketing Budgets Flat

Social & Email

Marketing Spends Up

Lead Nurturing

Adoption Triples

Traditional Businesses

Embrace Social &

Online

Do More & Do It

Smarter

Questions & Additional Resources

Thank You!!!