how to help your clients generate more sales-ready leads
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How to Help Your Clients Generate More Sales-Ready Leads
Partner Program Webinar SeriesJanuary 2010
Peter Caputa IV
Partner Program Manager
Twitter: @pc4media
pcaputa@hubspot.com
Your Participation, Feedback, Questions are Welcome
• This webinar is for prospective and current HubSpot
Partners/Resellers.
• Please use the GotoMeeting Chat to ask questions.
Agenda
• What is HubSpot?
• Before You Can Help them Convert More
Leads into Sales…
• The Expansion of Marketing’s Role into
the Sales Funnel
• 5 Steps to Converting More Leads into
Sales
• Should you Become a HubSpot Partner?
What’s HubSpot?
• Inbound marketing software + training
• Over 2,000 customers in 2 years
• 110+ employees
• Doubling investment in software w/
new funding round of 16M
Proven ROI, Industry Recognition
Cilk Arts Increases Leads 500%, Makana Solutions
3x Leads, 2x Conversionswww.HubSpot.com/ROI
http://www.hubspot.com/internet-marketing-awards
http://www.hubspot.com/blog
Case Studies
Awards
Press
We Wrote the Inbound Marketing Book
“Should You Buy the Book? Yes. Get this book. You’ll get a roadmap of what to do. No matter what kind of business you have --the public is increasingly going online. On the Web they are looking for products and services to buy; reading reviews and recommendations of other people; and becoming part of online communities that increase their loyalty to the businesses that create such communities. Inbound Marketing will help you put it all together” - Anita Campbell, Small Business Trends
www.inboundmarketing.com/book
Inbound Marketing Methodology
Convert
Get Found
Get Found
• Publish
• Promote
• Optimize
Convert
• Test
• Target
• Nurture
Process Tools
Get Found
• Content Mgmt
• Blogging
• Social Media
• SEO
• Analytics
Convert
• Offers / CTAs
• Landing Pages
• Lead Intelligence
• Lead Mgmt
• Analytics
Agenda
• What is HubSpot?
• Before You Can Help them Convert More
Leads into Sales…
• The Expansion of Marketing’s Role into
the Sales Funnel
• 5 Steps to Converting More Leads into
Sales
• Should you Become a HubSpot Partner?
Determine their Challenges, Goals, Needs
http://www.hubspot.com/partner-program-designing-custom-inbound-marketing-proposals/
Assess Inbound Marketing Effectiveness
http://www.hubspot.com/partner-program-lead-generation-webinar/
Is Their Website Preventing Their Success?
http://www.hubspot.com/Partner-Program-Designing-Websites-for-Lead-Generation-Webinar/
Agenda
• What is HubSpot?
• Before You Can Help them Convert More
Leads into Sales…
• The Expansion of Marketing’s Role into
the Sales Funnel
• 5 Steps to Converting More Leads into
Sales
• Should you Become a HubSpot Partner?
Past: Outbound Sales & Marketing
List Purchased
Direct Mail
Cold Calling
Qualifying
Presenting
$
Sale
sM
ark
eting
Future: Inbound Sales & Marketing
Traffic: SEO, Blogging, Social Media, PPC
Lead Conversion: Compelling Offers, Landing Pages, Calls to Action
Lead Nurturing: Segmentation, Email , Webinars, Blogs
Pre-Qualified Leads Passed to Sales: Scoring,
Intelligence, Alerts
Final Qualifying
Presenting
$
Sale
sM
ark
eting
Inbound Marketing Produces Sales Ready Leads
Inbound Marketing FunnelOutbound Funnel
Mark
eting A
ctivitie
s
Need: Generating High Quality Leads
27%
33%
33%
35%
37%
39%
69%
0% 20% 40% 60% 80%
Competing in lead generation across multiple media
Generating public relations 'buzz'
Marketing to growing number of people in the buying process
Generating a high volume of leads
Creating perceived value in 'cutting edge' product benefits
Marketing to a lengthening sales cycle
Generating high-quality leads
% challenged
Source: MarketingSherpa B2B Marketing Benchmark Survey 2009
Methodology: Fielded April 15-20, 2009, N=1,147
The Market is Ready!
31%
39%
47%
52%
54%
55%
66%
0% 15% 30% 45% 60% 75%
Have a process for handing leads back to marketing
Closed-loop tracking from source to conclusion
Have a process for nurturing leads not sales-ready
Collaborate with sales to define sales-ready leads
Measure lead generation contribution to revenue
Have system for rating 'qualified' and 'warm' leads
Use CRM system to manage lead process
% using this practice
Source: MarketingSherpa B2B Marketing Benchmark Survey 2009
Methodology: Fielded April 15-20, 2009, N=1,147
Agenda
• What is HubSpot?
• Before You Can Help them Convert More
Leads into Sales…
• The Expansion of Marketing’s Role into
the Sales Funnel
• 5 Steps to Converting More Leads into
Sales
• Should you Become a HubSpot Partner?
5 Steps: Converting More Leads into Sales
1. Building Strategic Re-useable Content Assets
2. Nurturing Leads with Email
3. Scoring and Tracking Lead Engagement and Interests.
4. Improving Sales Productivity by Providing the Right Data to Sales
5. Getting data and feedback from sales to improve ROI of all marketing activities.
Step 1a: Building Compelling Offers
• Are the Offers Compelling?
http://blog.hubspot.com/blog/tabid/6307/bid/4793/Are-Your-Compelling-
Offers-Actually-Compelling.aspx
Step 1b: Are Landing Pages Well Designed?
• Landing Page Basics
http://www.hubspot.com/marketing-webinars/optimizing-landing-pages-for-lead-
generation-webinar-archive/
Step 1b: Are Landing Pages Well Designed?
• Landing Page Examples from Partners
http://services.hubspot.com/landing-page/
Step 1c: Are Calls to Action Well Designed?
• See Examples Done by Other Partners
http://services.hubspot.com/call-to-action/
Step 1d: Monitor Conversion Rates
• Quantity vs Quality
• Stage of the Funnel?
• Different Needs & Buyer Personas
Step 2: Lead Nurturing through Email. Why?
Email Lead Nurturing is an automated way of educating a prospect through a series of emails customized to their needs and interest:
• Sales lead expert, Mac McIntosh, found that six months after inquiring about a product or service, 67% indicated that they still intended to buy but they were not yet ready.
• SiriusDecisions says web-based marketing initiatives will drive more than 70% of inbound leads by 2015, growing from 55% of leads in 2009.
• According to Forrester Research, companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost per lead.
• According to CSO Insights, companies that excel at lead nurturing have 9% more sales reps make quota, and enjoy a 10% shorter ramp up time for new reps.
• According to DemandGen Report, nurtured leads produce a 20 percent increase in sales opportunities versus non-nurtured leads.
• According to Tippit, only in the last third of the buying process do buyers want to engage with sales reps.
Step 2a: Structuring Your Lead Nurturing
Campaign Around Buyer’s Needs & Interests
Lead Nurturing Campaign
Email #1 - How to Use Twitter
Email #2 - How to Promote Your Blog
in Social Media using HubSpot
Email #3 – How to Monitor Social
Media using HubSpot
Email #4 – Set up a Free Trial
Step 2b: Define a Sales Ready Lead
What makes a lead more sales readyfor your client?
Particular conversion event (consultation request)?Multiple conversion events (2 or more)?Particular data (VP Finance title)?
Step 2c: Churn out More Reusable Content
What great content should your clients use for lead nurturing? Content they already have!
•Blog posts•Webinars
•Whitepapers•eBooks
•Case studies•Podcasts
•Newsletters
Step 2d: Set up Different Types of Lead
Nurturing Campaigns
Whitepaper download
Related case study + call to action for live
demo
Demo request
Send to sales
Webinar registration
Series of blog articles on
related topic + call to
action for live demo
Demo request
Send to sales
Initial conversion
Lead nurturing campaign
Desired action (2nd
conversion)Send to sales
Whitepaper download
Series of articles +
calls to action to identify interest
Conversion A or
Conversion BSend to sales
Step 4: Focus on the Most Interested Prospects
• Higher Scores = More Engaged
• More pages viewed
• More conversions
• Create CRM Views for sales people
Step 4: Start Conversations that are Relevant
• Give information to salespeople that
helps them start or re-engage prospects
with relevant questions and messages.
Step 5: Close the Loop by Analyzing
Effectiveness of Every Marketing Channel
• Measure traffic, leads and SALES that
result from each marketing activity and
campaign.
Customers
Acquired
Agenda
• What is HubSpot?
• Before You Can Help them Convert More
Leads into Sales…
• The Expansion of Marketing’s Role into
the Sales Funnel
• 5 Steps to Converting More Leads into
Sales
• Should you Become a HubSpot Partner?
Why HubSpot Wants to Partner with Service Providers
• We Make & Sell Software & Training that Most of
Your Clients Need
• Many of Our Customers Need & Want Coaching &
Services
HubSpot
Customers
Marketing
Service
ProvidersExchanging Value
1 + 1 = 3
Start Learning by Doing with the Partner Program
• Watch the partner program launch webinar. (Currently being
updated to reflect new pricing, products and partner margin share.)
• Partners get special access to extended free trials.
• Contact Pete Caputa w/ questions about your trial.
http://www.hubspot.com/partners
How Agencies Benefit from Partnering with HubSpot
• Serve Clients Better. Efficiently
• New Revenue from New
Services
• Growth from Exposure &
Referrals
• Direct Revenue from HubSpot
Leve
l o
f Im
po
rta
nce t
o Y
ou
We Want to Help You Grow Your Business…
"Our agency is on pace to grow 130 – 150% this year…
Obviously there is demand in the market for these
services that will likely increase as HubSpot's profile
does. I don’t know if we could build a profitable model
around Inbound Marketing services without HubSpot.”-Paul Roetzer | President, PR 20/20
Watch the case study:
http://bit.ly/ZjGs1
How we Plan to Support Our New Partners
1. Extended Free Trials for You, Your Clients
2. Access to Inbound Marketing
Methodology
3. Partner Training Curriculum Delivering
Inbound Marketing Services.
Cost to Partner with HubSpot: Your Time
Learn the Value of the HubSpot Software
• Start a 30 day free trial for your
website. http://bit.ly/99SOv or client:
http://bit.ly/7bENS
• Gives you access to
http://success.hubspot.com
How we Plan to Support Our New Partners
1. Extended Free Trials for You, Your Clients
2. Access to Inbound Marketing
Methodology
3. Partner Training Curriculum Delivering
Inbound Marketing Services.
Cost to Partner with HubSpot: Your Time
Learn the Value of the HubSpot Software
• Start a 30 day free trial for your
website. http://bit.ly/99SOv or client:
http://bit.ly/7bENS
• Gives you access to
http://success.hubspot.com
Lead Nurturing in Lead Manager
• Individual lead nurturing details
• See what campaign they received, when the emails
were sent, if they clicked on any of the emails, if they
opted out or if their email bounced
Lead Nurturing in Landing Page Manager
• View what lead nurturing campaigns a landing
page is associated with
• Live in the next couple of days
Lead Nurturing in Form Builder
• You can associate a from with a lead nurturing campaign
in form details when you are setting up the form
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