Social CRM (SCRM) leverages the power of social media by integrating it with existing marketing processes and systems, such as CRM platforms and marketing automation platforms. The power of this approach makes it easier for marketers to manage and monitor the effectiveness of social media marketing campaigns and understand what’s working and why.

1. Online Marketing &
Lead Nurturing in the
Era of Social CRM
Mike Volpe Jeanne Hopkins
Twitter: @mvolpe Twitter: @JeanneHopkins

2. Who is HubSpot?
160+ Employees in Cambridge, MA (MIT)
$33m in VC (3 rounds)
Software for Marketing at $3K-18K/year

3. Complicated & Easy &
Confusing Integrated
Landing
Pages Analytics
Website
Sales
Email Blog
Tools
Social Lead
Media SEO Nurturing

4. Growth
3,000
Customers
Q1 2007 Q2 2010

5. OLD Stages of Buying Process
Cold Calls, Tradeshows
Awareness of Need Direct Mail, Advertising
Info from Salesperson,
Information Industry Analysts
Search
Linear Process
Controlled by Salesperson Sales
Evaluation Demos by
of References from Sales
Alternatives
Pay Upfront
Buy

6. NEW Stages of Buying Process
Blogs, videos, peers
Awareness of Need Social media info
Info from peers
Information Social media sharing
Search
Dynamic Process
Controlled by Customer
Evaluation Peer references/reviews
of Social media opinions
Alternatives
Rent product /
Buy Buy as a service

7. Marketing is Changing
1950 - 2000 2000 - 2050

8. The Good News…
Inbound Marketing:
Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com

9. The Great News…
Source: survey of hundreds of businesses: HubSpot.com/ROI

10. Agenda
The internet and
Awareness of Need
social media have
changed each of
Information
Search these steps.
Evaluation As a marketer,
of
Alternatives what should you
do differently at
Buy each stage?

11. Agenda
Awareness of Need
Information
Search
Evaluation
of
Alternatives
Buy

12. OLD Awareness Building

13. OLD Awareness Building is Harder
800-555-1234
Annoying
Salesperson

14. Building Awareness Today
Get Found Part of Inbound Marketing
• Create Content
• Optimize the Content
• Promote the Content

15. Publish Everything
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

16. Compose and Optimize Blog Content

17. Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

18. SEO = Context and Authority
Ranking Algorithm:
f(n): Context + Authority

19. Pick the Best Keywords for SEO

20. On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description

21. Optimize Content for SEO

22. SEO Authority is Determined by Links

23. Content Makes You Interesting

24. Auto-Post Blog Content to Social & Email
New Blog Post: A CEO’s
Guide to Internet Marketing

25. Engage in Relevant Conversations

26. Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI

27. Agenda
Awareness of Need
Information
Search
Evaluation
of
Alternatives
Buy

28. OLD Information Search
• View trade magazine ads
• Read direct mail brochure
• Call salesperson
• Get brochure
• Visit static “brochure website”
• Talk at tradeshow

29. NEW! Information Search
• Search on Google or Bing
• Search in social media (Facebook,
Twitter, LinkedIn)
• Search YouTube videos
• Search in blogosphere
• Search for relevant vendor website

30. Information Search Today
• Optimize the Content for key search
terms
• Promote the Content in all relevant
channels
• Convert Website Visitors to Leads
• Convert Leads to Customers

31. No Call to Action

32. Good Homepage Call to Action

33. Landing Pages Convert

34. Landing Pages & Forms

35. Engage Leads with Social Media

36. Monitor Your Brand Mentions

37. Social Media = The NEW Database

38. Evolution of the Database

39. Opt-ins via Social Media

40. Opt-ins via Social Media

41. Agenda
Awareness of Need
Information
Search
Evaluation
of
Alternatives
Buy

42. OLD Evaluation
• In person
demonstration
• Customer
references from
salesperson

43. NEW! Evaluation
• Online demo or free trial
• Find your own references

44. Showcase Your Great References
http://twitter.com/hubspot/favorites

45. Lead Alerts

46. Re-Engage with Email Marketing

47. Re-Engage with Lead Nurturing

48. Agenda
Awareness of Need
Information
Search
Evaluation
of
Alternatives
Buy Measurement

49. Benchmarking vs. Competition

50. Closed Loop Marketing Analytics
• Assess the effectiveness of your marketing on a
campaign-by-campaign level
• Optimize resource allocation to maximize sales

51. Measure by Channel or Source
Visitors Leads Sales
SEO
Social
Media

52. What’s the Next Step?
You don’t need 5+ marketing tools
You need just ONE
Everything discussed today is
possible using HubSpot software

53. Complicated & Easy &
Confusing Integrated
Landing
Pages Analytics
Website
Sales
Email Blog
Tools
Social Lead
Media SEO Nurturing

54. Growth
3,000
Customers
Q1 2007 Q2 2010

55. Proven ROI by 3,000+ Customers
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
www.HubSpot.com/ROI

56. Q&A
Free Trial: www.HubSpot.com/free-trial
Mike Volpe Jeanne Hopkins
Twitter: @mvolpe Twitter: @JeanneHopkins