Marketing by ROI Where to invest your next marginal marketing resource.

David Donlan

ddonlan@hubspot.com

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

1

2

3

First… Who is HubSpot?

6

(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.

9

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

11

decisions?

MARKETING FUNNEL

$

MARKETING FUNNEL

$

$

MARKETING FUNNEL

Build Marketing Assets

17

18

19

20

21

22

VS.

23

24

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

26

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.

58

“IT IS ENTIRELY POSSIBLE FOR YOUR MARKETING TO NOT SUCK”

WHAT DO THESE COMPANIES HAVE IN COMMON?

61

62

63

64

65

66

67

68

Users & Conversion *

Users Better Personalization

Better Value Better Conversion

More

75

Web

Email

Mobile

PERSONALIZATION

Page Visits

f+ Facebook Follow

Blog Sub

Webinar

USER ACTIVITY

76

Purchase Hx

$

Visitor

%

NO

YOUR NAME

YOUR COMPANY

YOUR WEBSITE

Join our Community!

77

Lead

%

YES

Activity from Your Network:

• Item A

• Item B

• Item C

Webinars You Missed:

• Webinar 1

• Webinar 2

• Webinar 3

Welcome back, David!

78

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

79

But what if my industry is BORING?

Your industry isn’t boring. Your marketing is boring.

85

All-in-OneMarketing Software

Search Engine

Optimization

Blogging &

Social Media

Lead

Generation

Email &

Automation

Marketing

Analytics

Lead

Management

Thank You.

David Donlan @ddonlan