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Inbound Marketing Planning: How the HubSpot Marketing Machine Generates 25,000 Leads Per Month,[object Object],Marketing Agency Training Program,[object Object],November 2010,[object Object],Twitter: #MarketingMachine,[object Object],Peter Caputa IV,[object Object],Partner Program Manager,[object Object],Twitter: @pc4media,[object Object],pcaputa@hubspot.com,[object Object]
Agenda,[object Object],What’s HubSpot & the Value Added Reseller (VAR) Program?,[object Object],Learning that Flat = Fantastic,[object Object],An Integrated Team,[object Object],The HubSpot Tool Kit,[object Object],Being Agile While Over Planning,[object Object],Looking at the Metrics,[object Object],Getting Help,[object Object]
What’s HubSpot?,[object Object],Inbound marketing software + training,[object Object],Over 3,500 customers in 3 years,[object Object],180+ employees,[object Object]
Who are the HubSpot Value Added Resellers (VAR)?,[object Object],Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients. ,[object Object],Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success. ,[object Object],Margin share of 20% on all deals for the life of the customer,[object Object],Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates. ,[object Object],4,[object Object],A Group that Wants to Change How the World Does Marketing!,[object Object]
Agenda,[object Object],What’s HubSpot & the Value Added Reseller (VAR) Program?,[object Object],Learning that Flat = Fantastic,[object Object],An Integrated Team,[object Object],The HubSpot Tool Kit,[object Object],Being Agile While Over Planning,[object Object],Looking at the Metrics,[object Object],Getting Help,[object Object]
Avoid Having Too Many Managers,[object Object],6,[object Object],Rather then Swarms of Managers….,[object Object],…Have One Team Leader,[object Object]
Empowering Marketers to Be Their Own Leaders,[object Object],7,[object Object]
Less “Supervising,” More “Doing”,[object Object],8,[object Object]
Making Sure Meetings Count,[object Object],9,[object Object],Marketing Team’s “No Meeting” Hours,[object Object]
Sharing the Responsibility,[object Object],10,[object Object]
Agenda,[object Object],What’s HubSpot & the Value Added Reseller (VAR) Program?,[object Object],Learning that Flat = Fantastic,[object Object],An Integrated Team,[object Object],The HubSpot Tool Kit,[object Object],Being Agile While Over Planning,[object Object],Looking at the Metrics,[object Object],Getting Help,[object Object]
“Marketers” Don’t Only Do Marketing,[object Object],12,[object Object],To Do:,[object Object],Send Email,[object Object],Talk to Product team about new email feature capabilities,[object Object],Help sales with forecasting,[object Object],Join consulting call with customer,[object Object]
Working With Other Departments Is Standard,[object Object],13,[object Object]
Agenda,[object Object],What’s HubSpot & the Value Added Reseller (VAR) Program?,[object Object],Learning that Flat = Fantastic,[object Object],An Integrated Team,[object Object],HubSpot Tool Kit,[object Object],Being Agile While Over Planning,[object Object],Looking at the Metrics,[object Object],Getting Help,[object Object]
Compelling Offers and Landing Pages are the Engine,[object Object],15,[object Object]
Blogging & SEO are the Fuel,[object Object],16,[object Object]
Social Media Lays the Road,[object Object],17,[object Object]
Wikis, Collaboration Fuels Creativity ,[object Object],18,[object Object],Gathering Feedback,[object Object],Working together on a project,[object Object]
Vet New Ideas & Prioritize  with an Idea Backlog,[object Object],19,[object Object],JIRA: Dev Team,[object Object],Wiki: Marketing Team,[object Object]
Eat Your Own Dogfood,[object Object],20,[object Object]
Agenda,[object Object],What’s HubSpot & the Value Added Reseller (VAR) Program?,[object Object],Learning that Flat = Fantastic,[object Object],An Integrated Team,[object Object],The HubSpot Tool Kit,[object Object],Being Agile While Over Planning,[object Object],Looking at the Metrics,[object Object],Getting Help,[object Object]
Sprint Planning, Scrum, Sprint Review,[object Object],22,[object Object]
Tracking the Metrics Large and Small,[object Object],23,[object Object]
Close the Loop with Sales,[object Object],24,[object Object],HubSpot Analytics,[object Object],SFDC Reporting,[object Object]
Setting Goals & Tracking Daily,[object Object],25,[object Object]
Agenda,[object Object],What’s HubSpot & the Value Added Reseller (VAR) Program?,[object Object],Learning that Flat = Fantastic,[object Object],An Integrated Team,[object Object],The HubSpot Tool Kit,[object Object],Being Agile While Over Planning,[object Object],Looking at the Metrics,[object Object],Getting Help,[object Object]
How to Get Help… ,[object Object]
Learn the Value of the HubSpot Software…,[object Object],As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller ,[object Object],Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS,[object Object],Gives you access  to http://success.hubspot.com,[object Object]
Ask for Help… ,[object Object],Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request,[object Object],Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/,[object Object]
List of Upcoming Classes/Link to Recordings,[object Object],30,[object Object],http://www.hubspot.com/partners/training-program/classes,[object Object]
Weekly Email about Upcoming Classes - Thursday,[object Object],31,[object Object]
Live Webinar: Every Tuesday @ 1PM EST,[object Object],32,[object Object],Additional Webinars SOMETIMES on Thursday at 2PM EST,[object Object]
Register for Weekly Class(es) to Get Login,[object Object],33,[object Object]
Some Homework & Recorded Stuff Too…,[object Object],34,[object Object],Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator,[object Object]

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Marketing Planning: How HubSpot Generates 25,000 Leads Per Month

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Hinweis der Redaktion

  1. Here’s an overview of what we’re going to talk about today.
  2. Here’s an overview of what we’re going to talk about today.
  3. Everyone is accountable for setting their own goals, tasks and completing them. 2 Managers. Even managers have daily marketing activities People are rewarded and recognized for getting stuff done, not setting direction. Jeanne who manages one of our marketing teams also directly manages our online advertising spend with 20+ advertising outlets. Kirsten who manages the other marketing team was the lead planner for HUG.
  4. Don’t be constrained by title. Even our interns are writing ebooks and doing primary market research talking to customers. Rebecca Corliss who works on one of our teams is now responsible for hs.com and integrating our im community with our customer community. Caroline Himmelmann did a research project to evaluate our positioning statements. Kipp, who joined about 9 months ago, was responsible day 1 for the blog and with his initiative, it has become our biggest lead source. http://www.flickr.com/photos/hamed/327939900/sizes/l/
  5. The organization is very flat. Everyone has access to everyone including our CEO, who sits on the floor and keeps his calendar publicly available. Every month, we recognize a “marketer of the month” based on the work they did and the results it achieved. -- Maggie was recognized last month for producing a record number of case studies last month. Another example is that even brand new sales reps are encouraged to invite any of our VPs. Marketers, consultants or sales managers to join a sales call with them. -- Marketing and selling HubSpot is everyone’s job. http://www.flickr.com/photos/tompagenet/8971719/sizes/l/in/photostream/
  6. At HubSpot, marketers at HubSpot have no meetings on Wed and Fri, encouraged work at home As we all know, marketing requires quiet thinking time, writing and revising time and time and quiet to be creative. 1 meeting once/week. Daily standup to discuss what you’re doing.
  7. Marketing has two BIG goals at HubSpot: -- acquiring new customers -- making them successful and happy. Consultants and sales people contribute to the blog Marketing team members focused on improving our software trial process to improve sales and customer onboarding--
  8. Here’s an overview of what we’re going to talk about today.
  9. Marketers are part of the company and draw ideas, creativity and content ideas from the wider organization. - Get involved with solving bigger problems. Marketers are pulled into product discussions KWG & email marketing product meetings. Lead user http://www.flickr.com/photos/sundazed/2194264406/sizes/o/
  10. Explain about pods
  11. Here’s an overview of what we’re going to talk about today.
  12. Use cotweet to each respond to things in our area, communicate with customers, track webinar questions
  13. Use cotweet to each respond to things in our area, communicate with customers, track webinar questions
  14. Use cotweet to each respond to things in our area, communicate with customers, track webinar questions
  15. For discussions, feedback, keeping track of large projects between team members – saves a lot of emailing
  16. Here’s an overview of what we’re going to talk about today.
  17. Here’s an overview of what we’re going to talk about today.
  18. My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
  19. Here are the links to start a free trial for yourself or a client. You can also go to http://www.hubspot.com/partners and complete the form to get access to these links. Please do not advertise the availability of these trials. Typically, we offer only a 7 day trial.
  20. My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
  21. - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
  22. - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
  23. - A page on our website w/ a list of the live webinars. Click the links to register and get login info each week.
  24. You’ll need to regsiter each week for the classes. This is our way of checking attendance. People that attend regularly will get special attention and special perks.
  25. - Homework. For example, next week, we’ll be telling you to download the inbound marketing calculator and run through the numbers for your own business.