1. Measuring Marketing to Drive Sales Success
Inbound Marketing Summit (#IMS11)
June 8th, 2011
Mark Roberge
HubSpot
@markroberge

2. General characteristics of sales people?
INTELLIGENT LAZY
HARD WORKING
AGGRESSIVE
SELFISH
STRATEGIC
OVERPAID
EMPATHETIC
2 @markroberge

3. 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

4. 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

5. 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

6. Hold Sales Accountable to Attempt Quantity and Quality
* Data has been altered from
actual HubSpot data for the
purposes of this presentation
6

7. Action Items
1. Define your Sales &
Marketing SLA
2. Train the teams
3. Implement processes to hold
them accountable
7 @markroberge

8. Let Inbound Marketing Feed Marketing Automation
Source: survey of hundreds of businesses: HubSpot.com/ROI

9. REFRESH and Cleanse Marketing Database
9 @markroberge http://www.hubspot.com/the-science-of-email-marketing/

10. Quick sales response time = more success
http://www.insidesales.com/images/LRM_07_short.pdf
10 @markroberge

11. 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 away
11 @markroberge

12. Correlation between social media and search rank
http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
12 @markroberge

13. 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 industry
13 @markroberge

14. 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

15. Thank You!
Mark Roberge
HubSpot
@markroberge