Overview of HubSpot Enterprise

Prepared by PR 20/20 | July 2012

Why HubSpot Enterprise?• You have a complex sales cycle, or run a variety of

online advertising or marketing campaigns.

• You want to gain greater insight into which activities drive conversions.

• Designed for users who want to take an aggressive and sophisticated approach to online, inbound marketing.

Value / Benefits

Benefits of HubSpot Enterprise• Digs deeper into the sales funnel to convert website

visitors to leads.

• Determines what behaviors are more likely to contribute to purchasing decisions / desired actions.

• Offers more advanced follow-up options (marketing automation) based on behavior triggers.

Value / Benefits

Advanced Marketing Tools

Tools / Key Features

Landing Pages• Unlimited A/B testing for calls to action,

copy, images, layout, etc.

• By comparing the performance of these pages, you can determine which variation is most effective in driving visitors to that the desired action.

• No IT involvement—can replicate existing pages with one click.

• Numerous templates available, as well as custom HTML and CSS.

NOTE: Basic and Professional versions of HubSpot lack the ability to A/B test landing pages, and have fewer templates.

Lead Nurturing• Behavior-based triggers — Send targeted communications based on

visitor behaviors (forms, downloads, etc.), and use advanced segmenting to identify users fit for a particular campaign.

• Construct campaigns that share relevant content, and monitor how recipients respond to calls to action. Build detailed email workflows. If they do X, then they get Y. If they don’t do X then they get Z.

• Can send via new HubSpot email tool; integrates with Constant Contact, Mailchimp, Exact Target, Campaign Monitor, iContact and more.

• Multi-channel triggers — Billing, social, CRM, helpdesks, etc.

• Some integrations are out of box — ZenDesk, Shopify, Recurly, Tender Support, Chargify and Twitter.

Tools / Key Features

Key Features

Lead Nurturing

NOTE: Lead nurturing in Basic and Professional versions of HubSpot are based solely on form completions, workflows cannot get as complex, and there is no integration to outside ESPs or other service providers.

Closed-Loop Analytics• Create events based on visitor

actions :

• Submitted a form

• Clicked a button

• Visited a URL

• Custom

• Use the events to see how various activities impact goals, lead conversions, event activity and sales.

Tools / Key Features

Closed-Loop Analytics• Reports give you detailed insight into:

• Revenue — How activities impact bottom line.

• Influential activities / promotions — What drives prospects to convert.

• Behaviors that lead to desired activities.

• Customer lifecycle — First-touch source, length of time before taking the desired action and last touch source.

• For example — What behaviors most frequently lead a prospect to become a customer, and how long does it usually take leads to move through the sales funnel?

NOTE: Compared to Basic and Professional versions of HubSpot, you can more easily dig down into behavior chains, as well as understand how particular buttons, forms, content, etc. drive conversions.

Tools / Key Features

Tools / Key Features

Ideal Users

What Companies Are a Fit? • Have resources (budget and/or time) to devote

to in-depth data analysis. Real value comes when someone is actively looking at metrics and adjusting activities based on performance.

• Those questioning the ROI of their marketing activities or who aren’t sure what is working.

• Those with complex sales cycles that would benefit from targeted lead-nurturing campaigns.

• Companies interested in more heavily targeting the middle of the sales funnel.

Image Source: Horia Varlan

Price Points

Price Points

• Cost varies based on number of contacts.

See details on HubSpot pricing.

On-Boarding Process• 8 hours of individual training with a HubSpot representative

(additional, one-time $2,000 expense).

• Since much of the set up is contingent on unique needs of client, rep will help you determine the best plan of action, and get preliminary activities and reporting rolling.

• If an existing HubSpot customer, then portal will be updated to include new features.

On-Boarding Process

Selecting a Partner• HubSpot Enterprise provides users with greater insight into

marketing intelligence and results to support real-time adjustments that drive a successful campaign.

• Select a partner that is qualified to support your marketing efforts and provide strategic oversight to your inbound marketing campaign.

• PR 20/20 is a Certified HubSpot Partner Agency and Gold Tier VAR (Valued Added Reseller), with experience on-boarding and executing client campaigns on HubSpot Enterprise.

On-Boarding Process