sales and marketing 2.0 platform
DESCRIPTION
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SALES AND MARKETING INSIGHTS PLATFORMPaul Wilson
SALES AND M
ARKETING ECO
SYSTEMClsoed loop Sales and Marketing
Sales and Marketing 2.0 Info-Structure
SaaS Cloud
CORE ELEMENTS
Primary website
Landing Pages
Support Portal AccessH
ubsp
otC
ode
Eng
age
B2B
Cod
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sale
sfor
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omC
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CORE ELEMENTS
SEO Analytics
Visitor/Lead Analytics
Blog/Social Media
Eng
age
B2B
Cod
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sale
sfor
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ode
Soc
ial M
edia
Acc
ount
sA
cces
s
CORE ELEMENTS
Lead and Contact Data
Campaign Data
Opportunity Data
Custom Scoring
Process Workflows
Dashboards/Reports
www.company.com
CORE ELEMENTS
Email Campaigns
Website Analytics
Lead Scoring
Hub
spot
Cod
e
sale
sfor
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From anonymous sitetraffic on www.company.comdata continues through theInbound and Automation platformsthrough to salesforce.com
MAIN
COM
PON
ENTS O
F LEAD DEVELOPM
ENT
Ongoing DevelopmentConversion tools for New Visitors
Campaigns to Source New Database Names
Email delivery and tracking
Lead Nurture Plan• Multi-step segmented process• Uses all channels of approach• Leverages marketing assets
Land
ing
Page
s
Targeted Banner Ads
Social Media Presence• Blog, Twitter, LinkedIn
Email Outreach• Complete tracking• Integrated follow up• Behavioural scoring
HUBSPOT OVERVIEW
HUBSPO
T OVERVIEW
How does your site stack up against the Competition?
Compare Overall Website Grades for SEO effectiveness with the Competition• Monitor the overall effectiveness of your strategy vs the competition• Measure the improvements gained through brand/marketing investment
HUBSPO
T OVERVIEW
Are you getting more pages ranked by Google?
Compare Number of Pages Ranked for SEO against the Competition• Add more content to increase the draw to your site• Monitor the completion for changes in tactic
HUBSPO
T OVERVIEW
Is the volume of traffic to your site growing?
Compare Traffic Ranks• The real measure is in the traffic• In this measure the lower the score – the better (measure is the site’s rank vs others)
HUBSPO
T OVERVIEW
How effective are your Marketing Campaigns?
Direct Traffic Compared to Leads• Are the visitors to the site “converting” by completing forms on the site• Conversion % (right hand axis) demonstrates the effectiveness of calls to action• Direct Visit Traffic trending (non-search) measures marketing campaigns like banners
HUBSPO
T OVERVIEW
Are your SEO tactics paying off?
Organic Search Traffic Compared to Leads• Measures the effectiveness of SEO optimizing in improving the “Get Found” factor• Leveraging Hubspot to create real SEO traction would create an ever increasing trendline• Overlay of conversion % indicates that some more dynamic calls to action are needed
HUBSPO
T OVERVIEW
Are you attracting readers to your Blog?
Blog RSS subscribers• Corporate Blogs are the primary engine for dynamic SEO rich content• Posts (flagged with #’s) impact subscribers• Measure of comments indicates the relevance of the Blog post content
HUBSPO
T OVERVIEW
Is your reach growing?
Measure of Reach• Hubspot integrates access to corporate Social Media Accounts to measure overall Reach• Social Media monitoring provides support to execute an effective 2.0 Marketing Presence
MARKETING AUTOMATION OVERVIEW
MARKETIN
G AUTO
MATIO
N PLATFO
RMAre you getting more names?
Integrated Landing Pages• Calls to action connect to Landing Pages with marketing offers• Integrations to salesforce.com ensure complete Lead data visibility
MARKETIN
G AUTO
MATIO
N PLATFO
RMDo you have Lead Development Programs?
Multi step Lead Development Offerings• Leads are enrolled by segment and score into appropriate Lead Development Campaigns• Multi channel connections mean seamless flow of data on web, email, and social media activites
MARKETIN
G AUTO
MATIO
N PLATFO
RMAre your email messages working?
Email Delivery and Management• HTML emails delivered based on segments,
score or other criteria• Full insight into the effectiveness of the
message based on full behavioural analytics for opens, clicks, etc.
SALESFORCE.COM
SALESFORCE.CO
M CAM
PAIGN IN
FORM
ATION
Is ROI a 4 letter word?
Campaign Analytics• Aggregate all the key performance indicators on your Campaigns• Using Campaign Hierarchies provide roll up insight on all your KPI’s
SALESFORCE.CO
M DETAILED LEAD DATA
Does your Sales Team know whoe the Real Prospects are?
Lead / Contact level data• Arm your sales teams with real time data on all engagement activities of Leads and Contacts• Create relevant scoring and grading methodologies within salesforce.com• Customize workflows to ensure that your best prospects are ensured the proper sales attention
SALESFORCE.CO
M IN
SIGHTS DASHBOARD