HubSpot User GroupJune Meetup

5:30 Networking6:15 Announcements6:30 HubSpot Speaker Sam!7:30 Event ends. Stick around if you have any questions!

Agenda

We’re a community of online marketers, designers, developers, and overall cool people.

We’re also a HubSpot sponsored group(Thank @HubSpot for free food and drinks!)

Who We Are

Bloggers Needed!

houston.hubspotusergroups.com

Houston HUG Website

@HUGHoustonCheck yoself in with #HUGHouston

HubSpot Houston User Groupbit.ly/hughouston

Follow us on social!

Next Meetup

Mark your calendars for the next meetup:

Thursday, September 3, 2015Topic TBD

Ideas for topics? Want to present? Let’s talk!

September 8-11, 2015Boston Convention &

Exhibition CenterBoston, MA

www.inbound.com

Inbound 2015

INBOUND 2015 Prizes for HUGs!Our Code: HoustonHUG15

8 members use your HUG’s code:Win a copy of our Keynote Seth Godin’s book

15 members use your HUG’s code:Win exclusive networking event with HubSpot executives at INBOUND

25 members use your HUG’s code:Entire group gets access to reserved up-front seating during all keynotes

Welcome HubSpotter

Sam!

Why can’t we be friends?A Modern Marketer’s Guide to Teaming with Sales.

Sam Mallikarjunan

Sam @MallikarjunanHead of Marketing & Growth

@HubSpot Labs

SALESVS.

MARKETING(My Houston AirBNB host is “in sales” and he “hates marketers because they just get in the way”.)

87% of the terms sales & marketing use to describe each other are negative.

Source: Corporate Executive Board survey, http://bit.ly/wQCz4b

Companies with strong sales & marketing alignment get 20% greater annual revenue growth.

The Aberdeen Group, http://bit.ly/zmIJQD

Funnel Transitions Force Change

Inbound marketing is a business model innovation based on the fact that it’s more economically efficient to create an experience that attracts consumers than it is to interrupt someone else’s.

You can’t improve what you can’t measure.

(It’s pretty hard to justify, too.)

“I’m spending a bunch of money on marketing, and I’

m making more money than I’m spending back.”

Marketing: “Just an expense.”

Expense Yearly Amount

PPC $50,000

SEO Firm $6,000

Content Writing $60,000

Marketing is half of the acquisition equation

Buying isn’t a linear process. It never was. We just didn’t know enough.

Setting Sales up for Success

How Real People Really Buy Things

The sales & marketing activities and tools to this point add up to the

Cost Of Customer Acquisition

Now the focus shifts to increasing the customer’s Life Time Value

How Real People Really Buy Things

2 SALES NUMBERS

How was last month for sales?

How many leads did sales accept and work this month?

How is this month for sales?

If sales is forecasting low for this month, invest differently.

Sales has to give leads a fair chance, not just cherry-pick.

“Fair chance” is a data-driven threshold by lead quality.

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

THE SALES SLACalculate the ideal number of sales attempts for each type of lead

3 MARKETING NUMBERS

Not just mo’ leads. Mo’ better.

Ecommerce Blog Leads - April 2014

Marketing Collateral Update

1 Library.hubspot.com –

– Solid 28 offers– Only team to have its own topic

2 Dedicated CTA for every Ecommerce Offer

– To be deployed on the blog

3 Magento

– 10 dedicated collaterals, including 3 Ebooks and a Webinar– 67 Customers– 2 Live Workflows

4 Total of 5 Ecommerce Case Studies

Upcoming Offers

Offer No. 27 – 19 Blunders That Are Hurting Your Conversions

A co-marketing ebook with Exclusive Concepts. Live on 05/19

Offer No. 28 – Is Facebook Failing Marketers or Are Marketers Failing to Leverage Facebook

HubSpot + ShopSocially Webinar on 05/21, 2 PM EST.

THE MARKETING SLA:Contributions to pipeline revenue

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

Buyer Journey State

Customer Conversion

%

Revenue per Customer Lead Value

Problem Education 1% $40K $400

Solution Research 5% $40K $2K

Solution Selection 20% $40K $8K

Small Business Persona

Buyer Journey State

Customer Conversion

%

Revenue per Customer Lead Value

Problem Education 2% $200K $4K

Solution Research 6% $200K $12K

Solution Selection 25% $200K $50K

Mid-Market Persona

Buyer Journey State

Customer Conversion

%

Revenue per Customer Lead Value

Problem Education 3% $700K $21K

Solution Research 10% $700K $70K

Solution Selection 30% $700K $210K

Enterprise Persona

Pipeline Revenue Example 

Yes. I downloaded their eBook.Yes. They helped me make a decision.Yes. I bought from them.

And yes. She said yes.

THANK YOU!