Charlotte HUG #CLTHUG - Marketing By ROI

MARKETING BY ROIWhere to invest your next marginal marketing resource

David Donlan

@ddonlan

HubSpot Partners and VARs –

Please Raise your Hand

Founded HubSpot Corporate Team

@ddonlan

DAVIDDONLAN

Been with HubSpot for over 7 Years

Employee Number 20 @HubSpot

15 Years of Sales and Marketing Experience

$$$

40%of US marketers said they

increased spending on data-

driven marketing in 2014.- Emarketer

http://www.emarketer.com/Article/Numbers-In-Data-Driven-Marketing-Spending-Still-Climbing/1011026#sthash

What the heck are

other 60% doing?

40% has the Edge: 90% of the B2B purchase process happens before sales people get involved.

60% have a Challenge: 90% of the B2B purchaseprocess happens before sales people get involved.

Measuring marketing is

too complicated.

Simplify Marketing Metrics

1 What’s Driving Customer Conversions?

2 Influence Market Qualified Leads

3 What are the local Charlottean’s doing???

Marketing By ROI

#INBOUND14

Read 2/Hours per day

1. Driving Customer Conversion

2012

20% Buy after they visit “How is Works FAQ”

37% Increase in Conversions…

...INSTANTLY

2. Influencing the Right Behavior2. Influence Lead to be “Qualified”

2013

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



Visited






Visited Forums

Visited Blog



Page

Attended a Webinar

Visited Events Page

Visited News Page




Visited Blog Page











Visited Awards Page

Called Support



Visited






Visited Forums

Visited Blog



Page

Attended a Webinar

Visited Events Page

Visited News Page




Visited Blog Page











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, 2013

Campaign Launched November 13th, 2013

Campaign Nov 13th – Dec 16th, 2013

Results: Campaign Nov 13th – Dec 16th, 2013


Campaign Nov 13th – Dec 16th, 2013


Local Customer…TODAY!

Middle of the

Funnel Offer

Choose to watch a

video demo before

you speak to a sales

rep

If you have

questions, we would

love to chat!

NEW Middle of the

Funnel Offer

3.9x Increase in MQLs

WINNER!!!

WHAT is Influencing Lead

Generation?

WHAT is Driving Sales

Meetings?

20% increase in

qualified meetings

20% increase in

qualified meetings

20% increase in

qualified meetings

FINAL THOUGHT…share with

sales

1 Set simple goal(s): increase customers, leads, qualified

leads, meeting, etc.

2 Once the Goal is achieved work backwards and make the

adjustments next time around

3 Give Sales a Tip…they will love you 4-EVER!

Takeaways

QUESTIONS?

THANK YOU