HubSpot offers marketing software that helps companies transition from traditional outbound marketing to inbound marketing using content, search engine optimization, social media, and analytics. Inbound marketing is more cost-effective for small and medium businesses compared to outbound tactics like phone calls. HubSpot has over 1,500 customers and has raised $17 million in funding. Case studies show HubSpot customers increasing leads by 500% or more and increasing conversions while paying for HubSpot many times over with the new leads generated. HubSpot's software helps marketers improve lead volume and quality by attracting the right visitors and nurturing leads, while providing more lead details to sales. It also allows companies to measure marketing ROI by tracking leads through the funnel and tying closed deals

1. Creating a Sales & Marketing
Love Affair w/HubSpot Software
Mike Volpe Ellie Mirman
VP Marketing @HubSpot Inbound Marketing Manager
Twitter: @mvolpe Twitter: @ellieeille

2. Marketing Has Changed
1950 - 2000 2000 - 2050

3. Outbound Marketing Becoming Hard
800-555-1234
Annoying
p
Salesperson

4. The Good News!

5. Inbound Marketing
Blog
g SEO Social Media

6. Relative Cost/Lead for SMBs
Source: Survey of 100’s of SMBs - www.HubSpot.com/ROI

7. HubSpot Background
• Founded: 2006 1,500+ Customers
• Team: 95 (15 MIT)
T 95 (15 MIT)
• A: $5m General Catalyst
• B: $12m Matrix Partners
• Outside Director:
Outside Director:
Gail Goodman, CEO
Constant Contact (CTCT)
Constant Contact (CTCT)

8. HubSpot Awards

9. HubSpot Buzz

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
g p
Source: www.HubSpot.com/ROI

11. HubSpot Inbound Marketing
Process Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
Get Found • Analytics
Convert Convert
• Test • Offers / CTAs
• Target Convert
C t • Landing Pages
• Nurture • Email
• Lead Intelligence
• Lead Mgmt
• Analytics

12. Sales vs. Marketing?

13. Overheard in sales…
• All the leads suck.
• We don’t get enough leads.
• None of the leads close
close.
• Marketing is a waste of money.

14. Challenges
• Lead Volume
• Lead Quality
• Communication
• Measurement

15. Making Sales Love Marketing
• Increase Lead Volume
• Improve Lead Quality
• Provide More Lead Info
• Measure Lead Close Rates

16. How to Increase
Lead Volume

17. Inbound Marketing
Search Engines Blogs Social Media
Get Found
Convert
C t

18. What to Publish?
• Blog
g
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

19. Optimize Your Content

20. Optimize Your Content

21. Publish Content to Social Media

22. Publish Content to Social Media

23. How to Improve
p
Lead Quality
y

24. Improving Lead Quality
Drive more inbound leads
Attract the right website visitors
Nurture leads to the next step

25. Attract the RIGHT visitors

26. Attract the Right Visitors

27. Lead Nurturing
Get leads to take the next step

28. How to Provide
More Lead Info

29. Provide More Lead Information
Give sales a more complete picture
Show the activity on each lead
Customize follow-up to activity
follow up

30. Lead Details

31. Salesforce.com or Other CRM

32. How to Measure
Lead Close Rates

33. Closed Loop Marketing Measurement
Track leads all the way through sales
Tie website visitors to closed deals
Tie closed deals to lead sources or
campaigns

34. Measure the Lead Funnel

35. Track Visitors, Leads, Sales
Track visitors. Track leads. Track customers.

36. Measure Campaign Effectiveness

37. Which Offers Convert Better?

38. Analyze Each Channel

39. Analyze Each Channel

40. Analyze Each Channel

41. Analyze Each Channel

42. Analyze Each Channel

43. Traditional Marketing
Marketing Sales
Problems:
• Duplicate leads
• Limited lead information
• No feedback from sales

44. HubSpot Closed Loop Marketing
• de-duplicate leads
• import to CRM
p
• lead intelligence
Marketing Sales
• contact info & status updates
• closed l
l d loop d t t analyze
data to l

45. HubSpot Closed Loop Marketing
• Improve Marketing
• I
Increase lead quality
l d lit
• Learn which marketing programs are working
and which aren’t
aren t
• Increase marketing ROI
• I
Improve Sales
S l
• Help sales prioritize leads
• Help sales make warmer calls
• Increase sales close rate
• Increase sales ROI

46. Thank You!
www.HubSpot.com/Free-Trial
www HubSpot com/Free Trial
Mike Volpe Ellie Mirman
VP Marketing @HubSpot Inbound Marketing Manager
Twitter: @mvolpe Twitter: @ellieeille