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Hampton Roads HubSpot User Group
July 14, 2016
Agenda
• Introductions• How has marketing changed?• What is inbound marketing?• Closing leads into sales• What is HubSpot?• Discussion
Over 150 HUGs Worldwide
Let’s step back and look at the marketing
universe
The challenge of marketing has gone from
space ! attention
Marketing – traditionally space constrained
• You could buy attention (advertising)• You could beg for attention from the
media (PR)• You could bug people one at a time to get
attention (sales)
But two things have broken our marketing megaphone
Marketing Interruption Avoidance Technology
• TV remote controls• Do not call lists• Caller ID• CAN-SPAM Act
(2003)• Ad Blocking Software• RSS readers
• MP3 players• DVRs• Satellite Radio• Streaming music • Streaming video• Podcasts
The Internet• Every company is a media company• You can build your own audience• Buyers can do their own research and
delay contacting the seller
Your prospects are in a castle with a drawbridge up. They’re not going
to let you in unless they are interested.
Source:((h*p://www.stateofinboundmarke8ng.com/(
Source:((h*p://www.stateofinboundmarke8ng.com/(
Source:((h*p://www.stateofinboundmarke8ng.com/(
Inbound Marketing Methodology
Closing Leads Into Sales
Inbound Marketing Methodology
Up to 95% of qualified prospects on your website are there to research and are not yet ready to talk with a sales rep.
But, as many as 70% will eventually buy from you or one of your competitors
Brian Carroll, “Lead Generation for the Complex Sale”
Lead NurturingThe process of building relationships with qualified prospects regardless of when they will buy, with the goal of earning their business when they are ready.
Lead Nurturing Works• Generates 50% more sales-ready leads at 33% lower
cost per lead.
• Reduces the percent of marketing-generated leads ignored by sales (from as high as 80% to as low as 25%)
• Raises closings on marketing-generated leads (7% points higher) and reduce "no decisions" (6% points lower).
• Helps more sales representatives make quota (9% higher) and decrease (by 10%) the ramp up time for new reps.
Source:(Forrester,(CSO(Insights,(Marketo((
SEGMENT YOUR LEADS
Automated Workflows
CRM• CRM, or customer
relationship management, refers to software that lets companies track every interaction with current and future customers.
Keep inTouch!
NEXT MEETUPTHURSDAY, OCTOBER 13, 20166PM, ODU WEBB CENTER
TOPIC: “TURNING YOUR CUSTOMERS INTO
ADVOCATES"