Measuring Marketing to Drive Sales Success

Mark Roberge

HubSpot

@markroberge

Inbound Marketing Summit (#IMS11)

June 8th, 2011

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General characteristics of sales people?

INTELLIGENT

HARD WORKING

SELFISH

OVERPAID

LAZY

STRATEGIC

AGGRESSIVE

EMPATHETIC

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Use Science Not Gut to Determine Sales-Ready Leads

SEO

Visitors

Leads

SEO Customers

[LTV of SEO

Customers]

BLOG

Visitors

Leads

Blog Customers

[LTV of Blog

Customers]

Social Media

Visitors

Leads

Social Media Customers

[LTV of Social Media

Customers]

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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%

* Data has been altered from actual HubSpot data for the purposes of this presentation

Use Science, Not Gut, to Find Optimal Attempts per Lead

0

2

4

6

8

1 3 5 7 9 11 13

All Leads 1-10 employees 11-25 employees26-50 employees 51+ employees

Attempt #

LT

V / C

OC

A

6

Hold Sales Accountable to Attempt Quantity and Quality

* Data has been altered from

actual HubSpot data for the

purposes of this presentation

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Action Items

1. Define your Sales &

Marketing SLA

2. Train the teams

3. Implement processes to hold

them accountable

Let Inbound Marketing Feed Marketing Automation

Source: survey of hundreds of businesses: HubSpot.com/ROI

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REFRESH and Cleanse Marketing Database

http://www.hubspot.com/the-science-of-email-marketing/

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Quick sales response time = more success

http://www.insidesales.com/images/LRM_07_short.pdf

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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

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Correlation between social media and search rank

http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings

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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

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

Thank You!

Mark Roberge

HubSpot

@markroberge