Marketing by ROI Where to invest your next marginal marketing resource.
David Donlan
857.829.5535
David Donlan
@ddonlan, Director of Enterprise Sales HubSpot, Inc
Inbound Marketing
Expert
Agenda
Deconstruct your Marketing Funnel
Understand the Customer Journey
Establish Leverage
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First… Who is HubSpot?
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(And why should you listen to me?)
1 1 TEXT GOES HERE
Text goes here
Funded Sequoia Capital, Google Ventures & Salesforce
Text goes here
2006 Founded by MIT Sloan Graduates
8,500 customers worldwide
Three-year growth rate of 6015%
Average
HubSpot
customer
lead growth:
32%
All-in-One Marketing
Software
All-in-One Marketing Software
Instead of using all these separately: Easy, Integrated + Powerful
You use this.
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All-in-OneMarketing Software
Search Engine
Optimization
Blogging &
Social Media
Lead
Generation
Email &
Automation
Marketing
Analytics
Lead
Management
Deconstruct your Marketing Funnel 1
In God We Trust. All others bring data. ~Deming
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decisions?
MARKETING FUNNEL
$
MARKETING FUNNEL
$
$
MARKETING FUNNEL
Build Marketing Assets
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VS.
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PPC Advertising Blogging
Cost this
Month
Leads from
this Month
Leads from
Past
Marketing
Cost this
Month
Leads from
this Month
Leads from
Past
Marketing
Month 1 1,000 50 0 1,000 10 0
Month 2 1,000 50 0 1,000 10 10
Month 3 1,000 50 0 1,000 10 20
Month 4 1,000 50 0 1,000 10 30
…..
Month 24 1,000 50 0 1,000 10 230
Two-Year
Total
$24,000 1,200 0 $24,000 120 2,990
25
-
20
40
60
80
100
120
1 3 5 7 9 11 13 15 17 19 21 23
Blog
Average
Cost per
Lead
PPC
Average
Cost Per
Lead
Ave
rage
Co
st
Pe
r Le
ad
Month
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Takeaway: Build Marketing Assets.
Understand the Customer Journey 2
Visit-to-Lead Conversion
HubSpot Home Page
HubSpot Home Page
Signed up for a 30-Day Trial
Clicked Case Study Video
Visited
Designated Run Service
Visited Company Page
Downloaded a Case Study
Logged ZenDesk Support Ticket
Downloaded a White Paper
Visited Forums
Visited Blog
Mentioned CloudBees in Twitter
Visited Cloud Platform Page
Attended a Webinar
Visited Events Page
Visited News Page
Conversion: Demo Request
Visited Demo Request Page
Downloaded IM White Paper
Visited Blog Page
Visited Pricing Page
Fan company Facebook Page
Downloaded Mobile App
Visited CEO Bio Page
Mentioned competitor on Twitter
Submitted “Contact Us” Form
Visited Success page
Subscribed to eNewsletter
Mentioned company on Twitter
Downloaded ISO Webinar
Visited Awards Page
Called Support
Signed up for a 30-Day Trial
Clicked Case Study Video
Visited
Designated Run Service
Visited Company Page
Downloaded a Case Study
Logged ZenDesk Support Ticket
Downloaded a White Paper
Visited Forums
Visited Blog
Mentioned CloudBees in Twitter
Visited Cloud Platform Page
Attended a Webinar
Visited Events Page
Visited News Page
Conversion: Demo Request
Visited Demo Request Page
Downloaded IM White Paper
Visited Blog Page
Visited Pricing Page
Fan company Facebook Page
Downloaded Mobile App
Visited CEO Bio Page
Mentioned competitor on Twitter
Submitted “Contact Us” Form
Visited Success page
Subscribed to eNewsletter
Mentioned company on Twitter
Downloaded ISO Webinar
Visited Awards Page
Called Support
Signed up for a 30-Day Trial
Clicked Case Study Video
Visited
Designated Run Service
Visited Company Page
Downloaded a Case Study
Logged ZenDesk Support Ticket
Downloaded a White Paper
Visited Forums
Visited Blog
Mentioned CloudBees in Twitter
Visited Cloud Platform Page
Attended a Webinar
Visited Events Page
Visited News Page
Conversion: Demo Request
Visited Demo Request Page
Downloaded IM White Paper
Visited Blog Page
Visited Pricing Page
Fan company Facebook Page
Downloaded Mobile App
Visited CEO Bio Page
Mentioned competitor on Twitter
Submitted “Contact Us” Form
Visited Success page
Subscribed to eNewsletter
Mentioned company on Twitter
Downloaded ISO Webinar
Visited Awards Page
Called Support
NEW HubSpot Home Page
NEW HubSpot Home Page
Use in Email Marketing
Use in Email Marketing
Link to Bio
Link to Bio Pages
Call to Action Buttons
Campaign Launched November 13th, 2012
Campaign Launched November 13th, 2012
Campaign Nov 13th – Dec 16th, 2012
Results: Campaign Nov 13th – Dec 16th, 2012
Results: Campaign Nov 13th – Dec 16th, 2012
Campaign Nov 13th – Dec 16th, 2012
Results: Campaign Nov 13th – Dec 16th, 2012
Takeaway: Know what influences results.
Lead-to-Customer Conversion
Analyze
Get a 360 Degree View of your Leads
Analyze
What Pages are they Frequently Viewing?
Analyze
Know the “RIGHT” Message to Email
Takeaway: Understand your Customer
Journey.
Establish Leverage 3
I HATE marketers!
More of this.
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“IT IS ENTIRELY POSSIBLE FOR YOUR MARKETING TO NOT SUCK”
WHAT DO THESE COMPANIES HAVE IN COMMON?
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Users & Conversion *
Users Better Personalization
Better Value Better Conversion
More
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Web
Mobile
PERSONALIZATION
Page Visits
f+ Facebook Follow
Blog Sub
Webinar
USER ACTIVITY
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Purchase Hx
$
Visitor
%
NO
YOUR NAME
YOUR COMPANY
YOUR WEBSITE
Join our Community!
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Lead
%
YES
Activity from Your Network:
• Item A
• Item B
• Item C
Webinars You Missed:
• Webinar 1
• Webinar 2
• Webinar 3
Welcome back, David!
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Customer
%
PERSONALIZED
Activity from Your Network:
• Item A
• Item B
• Item C
Webinars You Missed:
• Webinar 1
• Webinar 2
• Webinar 3
Welcome back, David!
You’ll love these blog articles:
Item A
Item B
Item C
Elite
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But what if my industry is BORING?
Your industry isn’t boring. Your marketing is boring.
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All-in-OneMarketing Software
Search Engine
Optimization
Blogging &
Social Media
Lead
Generation
Email &
Automation
Marketing
Analytics
Lead
Management
Thank You.
David Donlan @ddonlan