jeanne hopkins - journey to the middle of the funnel

Journey to the Middle of the Funnel

Jeanne Hopkins VP, Marketing @HubSpot

Journey to the Middle of the Funnel

10 Reasons Marketing Automation Fails

How Inbound Marketing Helps

2

3

2

3

1

Questions, Applause

MOFU

Marketing was about

pushing messages out.

Today it’s about

pulling people in.

It doesn’t serve the recipient. 1

2 It worships email.

It’s not value-driven. 3

It’s narrow-minded. 4

It ignores existing customers. 5

It’s not mobile-friendly. 6

It’s not multi-channel. 7

Social Media

Referrals

Email

Other Campaigns

Paid

Blog

It’s not enough on its own. 8

I miss jelly.

It can look really bad. 9

It’s too sales-driven. 10

CONNECTING INBOUND MARKETING TO SALES CONVERSION

Inbound Marketing

35-50% of sales go to the

vendor that responds first.

Source: InsideSales.com

66% of buyers indicate

“consistent and relevant

communication provided by

both sales and marketing

organizations”

is a key influence in choosing a

solution provider.

Source: Genius.com / DemandGen Report

Segmented emails

receive

50% more clicks.

Source: MarketingSherpa

Nurtured leads have

9% higher average

deal size

Source: Market2Lead

and 23% shorter

sales cycle

Email Marketing to Existing Leads

Leads to More New Leads

What to Measure: Quality Conversions

What to Measure: New Leads Generated

Reporting

27

WHY?

28

Website

SEO

Landing Pages

Analytics

Email

Blog Lead Nurturing

Lead Mgmt

Social Media

website

SEO

Landing Pages

Analytics

Email

Blog Lead Nurturing

Lead Mgmt

Social Media

Visitors

Leads

Customers

Map Marketing Efforts to Every

Stage of the Sales Funnel

Visitors

Leads

Customers

Webinar: 12

Quick Tips to

Search Google

Like an Expert

Blog Post: Think Like a

Publisher:

3 Tips to Generate

More Leads

Success Story: Software

Company Doubles Organic

Traffic and Grows Lead

Conversions with HubSpot

Lead revisit notification to SR

CRM Sync

1 MoFu

DeDup

Lead revisit notification to SR

.cs

v

CRM Sync DeDup

2 MoFu

Import 50k

Import Custom

Lead revisit notification to SR

.cs

v

CRM Sync DeDup

3 MoFu

Import 50k

Import Custom

Social Media Match

Lead revisit notification to SR

.cs

v

CRM Sync De Dupe Segment

4 MoFu

Import 50k

Import Custom

Social Media Match

Segment

Segment Custom

Lead revisit notification to SR

.cs

v

CRM Sync De Dupe Segment

5 MoFu

Import 50k

Import Custom

Social Media Match

Segment

Segment Custom

Email 50k

Email images

10 Templates

Scheduling

Mobile Social

Lead revisit notification to SR

.cs

v

CRM Sync De Dupe Segment

6 MoFu

Import 50k

Import Custom

Social Media Match

Segment

Segment Custom

Email 50k

Email images

10 Templates

Scheduling

Mobile Social

Lead revisit notification to SR

.cs

v

CRM Sync De Dupe Segment

7 MoFu

Import 50k

Import Custom

Social Media Match

Segment

Segment Custom

Email 50k

Email images

10 Templates

Scheduling

Mobile Social

Lead nurture lists

>1 Nurture per lead

+1 Lead to campaign

Customize timing & freq

API

Lead revisit notification to SR

.cs

v

CRM Sync De Dupe Segment

8 MoFu

Import 50k

Import Custom

Social Media Match

Segment

Segment Custom

Email 50k

Email images

10 Templates

Scheduling

Mobile Social

Lead nurture lists

>1 Nurture per lead

+1 Lead to campaign

Customize timing & freq

API

Salesforce Connector

Lead revisit notification to SR

.cs

v

CRM Sync De Dupe Segment

9 MoFu B

WHAT NEXT?

42

Next Gen MoFu

Next Gen MoFu

PERSONALIZATION

USER ACTIVITY

Lead revisit notification to SR

.cs

v

CRM Sync De Dupe Segment

Next Gen MoFu B

Lead Revisit Notification

.cs

v

CRM Sync De Dupe Segment

Next Gen MoFu B

Sales Alerts

.cs

v

CRM Sync De Dupe Segment Personalize Listen

Next Gen MoFu B

Sales Alerts

.cs

v

CRM Sync De Dupe Segment Personalize Listen

Next Gen MoFu B

Users, Usage & Conversion

Users & Usage

Better Conversion

Better Personalization

Better Value

50

Page Visits

f+ Facebook Follow

Favorites

USER ACTIVITY

Kirsten

51

Service Chat

Mobile Activity

Opt Out

SMS

Web

Tools & Apps

Social

INBOUND MARKETING EXPERIENCE CUSTOMIZED

for Kirsten

52

53

54

Page Visits

f+ Facebook Follow

Blog Sub

Webinar

MIKE

55

Purchase Hx

$

Web

Mobile

Email

Tools & Apps

Social

INBOUND MARKETING EXPERIENCE CUSTOMIZED

For Mike

Screenshot of Mike’s Amazon.com

homepage

56

Increasing Trial Usage Lead Starts

15 Day Trial

Welcome Email Not logged in

Not upgraded and

1 Week Left IF

7 Day Trial

Reminder Email

1 Day Left Not logged in

Not upgraded and

IF

1 Day Trial

Reminder Email

Joanne

Signed

Up!

IMAGINE YOU CAN DO THIS FOR ANY ACTION …

Why? •Deal Speed •Customer Retention •Cross & Up-sell •Low-Touch Support

Complicated & Confusing

Easy & Integrated

Thank

you!

Thank

you!

Thank

you!

Thank

you!

Thank

you!

Thank

you!

Thank

you!

Thank

you!

Thank

you!

Thank

you!

Jeanne Hopkins

twitter.com/jeannehopkins linkedin.com/in/jeannehopkins

jhopkins@hubspot.com

www.HubSpot.com

THANK YOU