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Measuring Marketing to Drive Sales SuccessInbound Marketing Summit (#IMS11)June 8th, 2011 Mark Roberge HubSpot @markroberge
General characteristics of sales people? INTELLIGENT LAZY HARD WORKING AGGRESSIVE SELFISH STRATEGIC OVERPAID EMPATHETIC2 @markroberge
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]3
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%4 * Data has been altered from actual HubSpot data for the purposes of this presentation
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
Hold Sales Accountable to Attempt Quantity and Quality * Data has been altered from actual HubSpot data for the purposes of this presentation6
Action Items 1. Define your Sales & Marketing SLA 2. Train the teams 3. Implement processes to hold them accountable7 @markroberge
Let Inbound Marketing Feed Marketing Automation Source: survey of hundreds of businesses: HubSpot.com/ROI
REFRESH and Cleanse Marketing Database9 @markroberge http://www.hubspot.com/the-science-of-email-marketing/
Quick sales response time = more success http://www.insidesales.com/images/LRM_07_short.pdf10 @markroberge
Action Items 1. Use inbound marketing to feed your marketing automation 2. Ensure you are replenishing at least 30% of your email list every year 3. Automate filtering and make sure inbound leads are called right away11 @markroberge
Correlation between social media and search rank http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings12 @markroberge
Action Items 1. Account for search in the ROI of your social media efforts 2. Focus social media efforts on prospects AND digital influencers in your industry13 @markroberge
Additional Resources Inbound Marketing University www.inboundmarketing.com Read the Inbound Marketing Book www.InboundBook.com HubSpot Welcome – Facebook CTA tool [Search for “HubSpot Welcome” in Facebook] Grade your website at www.WebsiteGrader.com Start your free trial of HubSpot software www.HubSpot.com/free-trial