1. 0 to 2,500 Customers with No Cold Calls
AA-ISP: 2010 Leadership Summit (#LS10)
May 12th, 2010
Mark Roberge
HubSpot
@markroberge

2. Inbound Demand Generation
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3. Outbound Demand Generation
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4. Outbound Demand Generation is Getting Harder
800-555-1234
Annoying
Salesperson
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5. Inbound Demand Generation
Blog SEO Social Media
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6. Demand Generation - Key Take Away
Compliment existing demand
generation with an inbound strategy
Have Marketing invest 3 hours per week
creating and promoting content online
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7. Sales and Marketing
Alignment, or SMarketing
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8. Use Science Not Gut to Determine Sales-Ready Leads
SEO BLOG Social Media
Visitors Visitors Visitors
Leads Leads Leads
SEO Customers Blog Customers Social Media Customers
[LTV of SEO [LTV of Blog [LTV of Social Media
Customers] Customers] Customers]
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9. Hold Marketing Accountable to Lead Quality and Quantity
• MTD Rejected New Lead Rate (target < 5%): 4.6%
• MTD 7 Day Lead to Opportunity Conv (target > 33%): 44%
• MTD % Leads from B2B >1K employees (target > 20%): 23%
9 * Data has been altered from actual HubSpot data for the purposes of this presentation

10. Use Science, Not Gut, to Find Optimal Attempts per Lead
8
6
LTV / COCA
4
2
0
1 3 5 7 9 11 13
Attempt #
All Leads 1-10 employees 11-25 employees
26-50 employees 51+ employees

11. Hold Sales Accountable to Attempt Quantity and Quality
* Data has been altered from
actual HubSpot data for the
purposes of this presentation
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12. Sales and Marketing Alignment - Key Take Away
Use Historical Data to Define a Sales
and Marketing SLA
Hold accountable through daily reports
Re-visit the SLAs quarterly
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13. Metrics that Drive Results Versus
Activity
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14. Measure Reps on LTV Generated per Month
LTV per Month
Reps

15. “Peal Back the Onion” on Revenue Production
Each Color
Represents a
Different
Sales Rep
* Data has been altered from actual HubSpot data for the purposes of this presentation

16. 3.11
“Peal Back the Onion” on Lead-Worked-to-Demo Ratio
Lead-Worked-to-Connect Ratio
Connect-to-Demo Ratio
* Data has been altered from actual HubSpot data for the
purposes of this presentation

17. Metrics - Key Take Away
“Peel Back the Onion” on the
Metrics to Identify the Area Where
Coaching Can Have the Greatest
Impact
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18. Final Thoughts …
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19. What is HubSpot?
Lead Landing Social
SEO CMS Blog Leads Analytics Expertise
Nurture Pages Media
On- Web Word Lead Mktg
Eloqua Radian6 Drupal Google
Dialog CEO Press Lander Profs
Manti- Web Buzz Core Mktg
Marketo Ektron Blogger VTrenz
core Position Metrics Metrics Sherpa
HubSpot
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20. What is HubSpot?
• Founded in 2006 from research at MIT
• Over 2,500+ customers
• 130+ employees

21. Additional Resources
Grade your website at
www.WebsiteGrader.com
Read the Inbound Marketing Book
www.InboundBook.com
HubSpot ROI Study
www.hubspot.com/roi
Start your free trial of HubSpot software
www.HubSpot.com/free-trial

22. Thank You!
#LC10
Mark Roberge
HubSpot
@markroberge

23. More on HubSpot Product

24. Tools to Get Found: SEO
• Keyword Grader
• Link Grader
• Page Grader
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25. Tools to Get Found: Blog & Social Media
• Business Blog
Software
• Blog Analytics
• Social Media
Monitoring
• Social Media
Publishing
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26. Tools to Convert: Leads
• Landing Pages
• Lead Intelligence
• Lead Alerts
• Visitor Profiling
• Lead Nurturing
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27. Tools to Analyze: Competitor Tracking
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28. Tools to Analyze: Marketing Campaigns
• Assess the effectiveness of your marketing on a
campaign-by-campaign level
• Optimize resource allocation to maximize sales
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