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Marketing Fellow @HubSpotAdvanced Marketing Instructor @HarvardContEd
Sam @Mallikarjunan
If you’re watching now and have questions, tweet me.
If you’re watching later and have questions, tweet me anyways.
I’m here to help.
The lifespan was 75 years
Fortune 500 company.
Fortune 500 company.
Fortune 500 company
Fortune 500 company.
Now that lifespan is just 15 yearsAnd soon, it’ll be only 5 years
The Fortune 500
01 NEW
02 NEW
03 NEW
04 OLD
3/4 of the companies on the
Fortune 500 list will be companies we’ve never even
heard of
That means that 375 slots on the Fortune500 are up for grabs! UP
GRABSFOR
This is because the fundamental nature of how we work is
changing.
Here’s why:
When I’m asleep, they’re awake.
If you’re not trying to put yourself out of business,
someone else is
High
Value
LowStart 5 Years
Rate of Knowledge Depreciation
20th Century
21st Century
5 9X
3021X
The vast majority of sales require 5 or more follow-ups before they close
80%
negative.
Source: Corporate Executive Board survey, http://bit.ly/wQCz4b
of the terms sales & marketing use to describe each other are
87%
“I hate marketers because they just get in the way.” – Actual sales rep
SALES
VS
MARKETING
Marketers
And Salespeople
Sometimes it can feel
like
Are from different planets
Companies with strong sales & marketing alignment get 20% greater annual revenue growth.
The Aberdeen Group, http://bit.ly/zmIJQD
50/50 chance or less of seeing a winning game
They looked at games that teams won and lost, and broke it down by every possible
thing they could measure to figure out what was important.
Their win percentage increased by almost
50% finally winning the American League in 2006
It turns out that baseball and business aren’t all that different.
Engineer Your Own Sales Hiring Formula
Of the cycle is over before a sales rep even gets involved. Marketing is the voice of sales during that 60%
60%
Sales + Marketing
= SMARKETING
(It’s pretty hard to justify, too.)$$
You can’t improve what you can’t measure.
Marketing: “Just an expense.”
$ 6000
$ 50,000
$ 60,000
PPC SEO Firm ContentWriting
Expense
Yearly Amount“I’m spending a bunch of
money on marketing, and I’m making more money than I’m spending back.”
Marketing is half of the acquisition equation
“We spent $1000 and got 500 website visits”
CoCA: $400
CoLA: $40
CoVA: $25% Visit-to-lead
10% Lead-to-customer
Attract
BlogKeywords
Social Publishing
Convert
FormsCalls-to-actionLanding Pages
Close
CRMEmail
Workflows
Delight
SurveysSmart content
Social Monitoring
This is the inbound marketing process.
Visitors Leads Customers PromotersStrangers
Leads Qualified Leads
Opportunities CustomersStrangers
AWARENESS CONSIDERATION DECISION
IDENTIFY CONNECT EXPLORE ADVISE
This is the inbound sales process.
NUMBERSSALES
How many leads did sales accept and work this month?
57%Worked Percentage
0% 100%
33%
50%
Unworked eCommerce Leads
How is thismonth for sales?
Marketer Opportunities Created by Month
Reco
rd C
ount
If sales is forecasting low for this month, invest differently.
26%Sum of Probability Adjusted Recognized MMR in USD (Thousands)
0.00
12.60
Current Month Sales Forecast
16.80
25.20
6.64
Sales has to give leads a fair chance, not just cherry-pick.
55%Average Last Attempt #
0
3
Average Attempts Per Hi/Med SAL
6
9
4.94
“Fair chance” is a data-driventhreshold by lead quality.
NUMBERSMARKETING
Marketing should qualify leads too
Not just mo’ leads. Mo’ better.
Upcoming Offers
Offer No. 27 – 19 Blunders That Are Hurting Your ConversionsA co-marketing ebook with Exclusive Concepts. Live on 05/19
Offer No. 28 – Is Facebook Failing Marketers or Are Marketers Failing to Leverage FacebookHubSpot + ShopSocially Webinar on 05/21, 2 PM EST.
Companies with an active SMarketing SLA are 34% more likely to experience greater year-over-year ROI than those companies that aren’t.
They’re 21% more likely to get greater budget allocations.
They’re 31% more likely to be hiring additional salespeople to meet demand.
* source: State of Inbound Marketing 2015
Pipeline Revenue Example�
𝑪𝑪𝑫𝑫 ∗ 𝑽𝑽
C = # of new customers, D = # of downloads, V = Average LTV
Yes. I downloaded their eBook.Yes. They helped me make a decision.Yes. I bought from them.
And yes.She saidYes.
Thank You!