Slide 1: How To Improve Your Marketing Conversion With HubSpot
Prashant Kaw Inbound Marketing Manager Twitter: @prashantkaw Jeanne Hopkins Marketing Team Leader Twitter: @jeannehopkins
Slide 2: HubSpot Background
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Founded: 2006 Team: 100+ (15 MIT) A: $5m General Catalyst B: $12m Matrix Partners Outside Director: Gail Goodman, CEO Constant Contact (CTCT)
1,900+ Customers
Slide 3: HubSpot Awards
Slide 4: HubSpot Buzz
Slide 5: Outbound Marketing
Slide 6: Outbound Marketing is Broken
800-555-1234 Annoying Salesperson
Slide 7: Marketing Has Changed
1950 - 2000 2000 - 2050
Slide 8: The Good News!
Slide 9: Inbound Marketing
Blog SEO Social Media
Slide 10: Proven ROI of Inbound Marketing
Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
www.HubSpot.com/ROI
Slide 11: HubSpot Inbound Marketing
Process
Get Found • Publish • Promote • Optimize
Tools
Get Found • Content Mgmt • Blogging • Social Media • SEO • Analytics
Get Found
Convert • Test • Target • Nurture
Convert
Convert • Offers / CTAs • Landing Pages • Email • Lead Intelligence • Lead Mgmt • Analytics
Slide 12: What Gets Measured Gets Managed.
- Peter F. Drucker, Management Guru
Slide 13: Improving Conversion
• Understanding conversion • Measuring conversion • Managing conversion
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Slide 14: Understanding Conversion
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Slide 15: Understanding Conversion
Target Market
Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads). A cost becomes a benefit.
Website Visitors Leads Opportunities Customers
Slide 16: Stats Are Compelling
Slide 17: Growth Is Great
Slide 18: The Reality Is Different
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Slide 19: How to Track Your Funnel
Slide 20: Traffic, Leads & Customers
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Slide 21: Measuring Conversion
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Slide 22: Marketing Analytics vs. Website Analytics
• Website Analytics
• Hits, Page Views, Time on Site • Page Load Time, Visit Geography
• Marketing Analytics
• Leads & Customers • Marketing Campaigns • Closed Loop Marketing
Slide 23: Why do you want to measure?
Understand what’s happening with your marketing efforts and overall business
Decide which marketing programs to invest in
Control how fast or slow your business is growing
Slide 24: What does this tell us?
Slide 25: Analyze Each Channel
Slide 26: Analyze Each Channel
Slide 27: Analyze Each Channel
Slide 28: Analyze Each Channel
Slide 29: Analyze Each Channel
Slide 30: Analyze Each Channel
Slide 31: Managing Conversion
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Slide 32: Managing Conversion
Social Media SEO
Blog
Website Visitors
Get Found
Convert
Customers
Slide 33: What to Track: Blog Metrics
• Subscribers
Slide 34: What to Track: Blog Metrics
• Inbound Links
Slide 35: What to Track: SEO Metrics
• Traffic Drawing Keywords
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Slide 36: Blog Tools
• Publish & Optimize Your Blog Content
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Slide 37: Good Content Travels Far
Slide 38: What to Track: Social Media Metrics
• Reach
Slide 39: Campaign Performance
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Slide 40: What HubSpot Software Does
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Slide 41: How to Track Your Funnel
Slide 42: Relative Cost/Lead for SMBs
Source: Survey of 100’s of SMBs - www.HubSpot.com/ROI
Slide 43: Inbound Marketing ROI
• Inbound marketing focused companies have a 61% lower cost per lead • Active HubSpot customers get an average of 6 times more leads in 6 months
• www.HubSpot.com/ROI
Slide 44: Summary
Questions you should be able to answer: • How many visitors, leads and customers am I getting? • What is driving those visitors, leads and customers? • What are my best and worst sources of leads and sales? • How can I grow sales? • How can I lower marketing costs?
Slide 45: Thank You!
www.HubSpot.com/Free-Trial
Prashant Kaw Inbound Marketing Manager Twitter: @prashantkaw Jeanne Hopkins Convert Team Leader Twitter: @jeannehopkins
