Hampton Roads HubSpot User Group

July 14, 2016

Agenda

•  Introductions•  How has marketing changed?•  What is inbound marketing?•  Closing leads into sales•  What is HubSpot?•  Discussion

Over 150 HUGs Worldwide

Let’s step back and look at the marketing

universe

The challenge of marketing has gone from

space ! attention

Marketing – traditionally space constrained

•  You could buy attention (advertising)•  You could beg for attention from the

media (PR)•  You could bug people one at a time to get

attention (sales)

But two things have broken our marketing megaphone

Marketing Interruption Avoidance Technology

•  TV remote controls•  Do not call lists•  Caller ID•  CAN-SPAM Act

(2003)•  Ad Blocking Software•  RSS readers

•  MP3 players•  DVRs•  Satellite Radio•  Streaming music •  Streaming video•  Podcasts

The Internet•  Every company is a media company•  You can build your own audience•  Buyers can do their own research and

delay contacting the seller

Your prospects are in a castle with a drawbridge up. They’re not going

to let you in unless they are interested.

Source:((h*p://www.stateofinboundmarke8ng.com/(

Source:((h*p://www.stateofinboundmarke8ng.com/(

Source:((h*p://www.stateofinboundmarke8ng.com/(

Inbound Marketing Methodology

Closing Leads Into Sales

Inbound Marketing Methodology

Up to 95% of qualified prospects on your website are there to research and are not yet ready to talk with a sales rep.

But, as many as 70% will eventually buy from you or one of your competitors

Brian Carroll, “Lead Generation for the Complex Sale”

Lead NurturingThe process of building relationships with qualified prospects regardless of when they will buy, with the goal of earning their business when they are ready.

Lead Nurturing Works•  Generates 50% more sales-ready leads at 33% lower

cost per lead.

•  Reduces the percent of marketing-generated leads ignored by sales (from as high as 80% to as low as 25%)

•  Raises closings on marketing-generated leads (7% points higher) and reduce "no decisions" (6% points lower).

•  Helps more sales representatives make quota (9% higher) and decrease (by 10%) the ramp up time for new reps.

Source:(Forrester,(CSO(Insights,(Marketo((

SEGMENT YOUR LEADS

Automated Workflows

CRM•  CRM, or customer

relationship management, refers to software that lets companies track every interaction with current and future customers.

Keep inTouch!

NEXT MEETUPTHURSDAY, OCTOBER 13, 20166PM, ODU WEBB CENTER

TOPIC: “TURNING YOUR CUSTOMERS INTO

ADVOCATES"