leveraging hubspot enterprise to grow your agency overview & introduction 10-5-2011 #varformable...

Leveraging HubSpot Enterprise To Grow Your AgencyOverview & Introduction

10-5-2011

#VARFormable

1

Agenda

• The Opportunity for Agencies• Overview of Program & How it Will Help

You Capitalize• What Changes in Your Sales/Marketing

Processes?• Key Terms, Functionality & Value

Propositions• Resources & What’s Next

The Upstream Opportunity

The “Deeper in the Funnel” Opportunity

Opportunity: New Markets & New Personas

Markets: • SaaS • Ecommerce

Personas: • VP Sales• VP Customer Service/Support

Agenda

• The Opportunity for Agencies• Overview of Program & How it Will Help

You Capitalize• What Changes in Your Sales/Marketing

Processes?• Key Terms, Functionality & Value

Propositions• Resources & What’s Next

Program Overview

1. Training on Product 2. Guidance on Developing New Service

Offerings3. Updated Sales Process4. Co-marketing including new services on

services marketplace, promoting your content, publishing guest articles at our blog, contributing to whitepaper and creating case studies we publish.

Training

1. 10+ Sessions. Each Wednesday2. Published in “HubSpot Enterprise

Training” Subgroup on “HubSpot Certified Partner” Forum on LI

3. Use support for product question, forum to tap each other’s brains.

4. Some homework and setup after each session.

8

Agenda

• The Opportunity for Agencies• Overview of Program & How it Will Help

You Capitalize• What Changes in Your Sales/Marketing

Processes?• Key Terms, Functionality & Value

Propositions• Resources & What’s Next

Let’s talk about change…

How does this change the personas you sell to?

It doesn’t! We’re still selling to SMB Owners and In-

House Marketers.

10

Let’s talk about change…

How does this change your value proposition?

It doesn’t! We’re still helping them Get Found, Convert

and Analyze.

11

Let’s talk about change…

How does this change the feature set we sell?

It doesn’t! We’re still providing a similar feature

set and services. Let’s take a look…

12

13

Slide of hubspot features.

Think about it this way. HubSpot Enterprise provides advanced capabilities in the following areas:

• Landing Pages• Lead Nurturing• Closed Loop Analytics

14

Enterprise

Today

15

Today

Agenda

• The Opportunity for Agencies• Overview of Program & How it Will Help

You Capitalize• What Changes in Your Sales/Marketing

Processes?• Key Terms, Functionality & Value

Propositions• Resources & What’s Next

Product Features

What’s offered in HubSpot Enterprise• Advance Landing Pages

o A/B Testing

• Advanced Lead Nurturingo Behavior based triggerso Multi-channel triggerso Integration with your ESP

• Advanced Analytics

17

Product Features

•Advanced Landing Pageso Unlimited A/B Testing

• What is A/B Testing?o “Allows a marketer or business owner to

increase lead conversion by easily testing different messaging to see which ones have the most positive impact on results.”

18

Advance Landing Pages

• Key Value Pointso Unlimited A/B Testingo Landing pages run on your subdomaino Extremely affordable method to A/B testingo Allows marketers to avoid the typical

technical issues with java script A/B testingo Up and running instantlyo No IT Involvement

19

Advance Landing Pages

• Key Value Pointso No designer needed, template system saves

valuable timeo Import tool allows a “1 click import” of your

look and feelo Detailed landing page reporting• Discover the right message for the right

channel• Test which version works best for each source

20

Product Features

•Advanced Lead Nurturingo Behavior-based triggerso Multi-channel triggerso Email Service Provider (ESP) Integration

21

Product Features

•Advanced Lead Nurturingo Behavior-based triggers

• What are behavior-based triggers?o “They allow a marketer or business owner to

Increase lead to customer conversions and shorten sales cycles by nurturing leads based on buyer behavior and providing content corresponding to where a prospect is in the buying process.”

22

Advance Lead Nurturing (Engage)

• Behavior-based triggers - Key Value Pointso Optimize your messaging as prospects exhibit

certain behaviors while they move through your funnel.

o Allows you to send very specific messages based on specific behavior chains

o Behavior chains can be developed based on what a prospect did or did not do.

23

While we haven’t talked in detail about advanced analytics yet,you can use them to figure out what the

behavior chains are that correlate to conversions.More about that later!

Product Features

•Advanced Lead Nurturingo Behavior-based triggers

• Here’s an example…

24

Did prospect return within

five days?

Yes

No

Send “Case Study” email

Send “IMA Invite” email

Prospect visits site,

downloads white paper

Behaviors are Recorded as Events

25

• Visited URLo Abandoned landing pageo Viewed new product pageo Viewed pricing page

• Clicked Elemento Viewed product videoo Viewed photo gallery

• Submitted Formo Downloaded white papero Requested a demoo Requested a free trialo Requested to be contacted

• Custom Evento Credit card rejectedo Mentioned competitor on

social mediao Mentioned us on Twittero Mentioned us on Social

Mediao Downloaded mobile appo Rate mobile appo Submitted support ticketo Submitted help desk ticketo Etc., etc., etc…

Product Features

•Advanced Lead Nurturingo Multi-channel

• What are Multi-channel triggers?o “They allow a marketer or business owner to

increase lead to customer conversions and shorten sales cycles through nurturing leads based on behaviors BEYOND the boundaries of their website and email marketing.”

26

Product Features

•Advanced Lead Nurturingo Multi-channel

• What does “Beyond the boundaries of your website and email marketing” mean?o Leverage a prospect’s behaviors in the

following areas to trigger emails• Social Media, Mobile, Support, Billing, CRM, etc…

27

Change: Product Features

•Advanced Lead Nurturingo Multi-channel triggers

• Here’s an example…

28

Send “competitive

product matrix” email

One of your leads mentions a competitor on Twitter

Advance Lead Nurturing (Engage)

• Multi Channel - Key Value Pointso Engagement with prospects has moved

beyond the boundaries of your websiteo The capability to send nurturing emails

based on prospect behaviors across channels (social media, mobile, support, billing, CRM, website, etc…)

29

Advance Lead Nurturing (Engage)

• Multi Channel - Key Value Pointso Multi-channel integrations• Social Media – Twitter, Facebook, Ning• Help Desks – Zendesk, Tender, Assistly• Payment Systems – Recurly, Chargify, Shopify• CRM – Salesforce, Sugar, Open API• Live Chat – Olark, Campfire, SnapEngage• Other – Google Analytics

o Some are out of the boxo Some require a developer

30

Product Features

•Advanced Lead Nurturingo Email Service Provider (ESP) integration

• What is ESP integration?o “Allows a marketer or business owner to

maintain their current ESP to manage their email send and use HubSpot Enterprise to make sure the right people at the right time receive the right message.”

31

Advance Lead Nurturing (Engage)

• ESP Integration - Key Value Pointso Execution and accountability are CRITICAL

aspects of using email for marketingo HubSpot Enterprise gives you the flexibility

to integrate with your current.

32

Advance Lead Nurturing (Engage)

• ESP Integration - Key Value Pointso HubSpot Enterprise provides the marketer

with advanced tools for…• List creation• Advanced send triggers• Data collection and analysis• Managing the email send

33

Advance Lead Nurturing (Engage)

• ESP Integration - Key Value Pointso We integrate with the following ESPs• Constant Contact• MailChimp• ExactTarget• Campaign Monitor• iContact• Blue Sky Factory• Emarsys• Cakemail

34

Product Features

•Advanced Analyticso Revenueo Influenceo Velocityo Multi-Channel

35

Product Features

•Advanced Analyticso Revenue

• What new insights can be gained?o “Allows a marketer or business owner to

understand what behaviors yield the best customers as measured by revenue and Life Time Value (LTV).”

36

Product Features

•Advanced Analyticso Influence

• What new insights can be gained?o “Allows a marketer or business owner to

understand what behaviors influence leads to progress through the funnel at a higher volume.”

37

Product Features

•Advanced Analyticso Velocity

• What new insights can be gained?o “Allows a marketer or business owner to

understand what behaviors influence leads to progress through the funnel at a faster rate.”

38

Product Features

•Advanced Analyticso Multi-channel

• What new insights can be gained?o “Allows a marketer or business owner to

understand and account for behaviors beyond the boundaries of your website and email marketing across revenue, influence and velocity.”

39

Advanced Analytics

• Key Value Pointso Deep insights across channels and platforms• Extremely difficult to aggregate disparate data

sources across channels/platformso HubSpot Enterprise pulls all of the data into

one view so you have a complete picture of your prospect/customer

o From first click to last conversion you have insight into the entire customer lifecycle

40

Advanced Analytics

• Key Value Pointso It is now possible to get underneath how

long it takes a prospect to move from first visit/touch to conversion

o It is now possible to understand the behaviors of your best customers as they move down the funnel to purchase

o It is now possible to know what elements—when touched—lead to a sale

41

Advanced Analytics

• Key Value Pointso Use data and science to determine what

content accelerates leads through your sales and marketing funnel

o Gain a clear understanding into what are the most effective channels to effectively drive visitors to convert

o Develop insights into what are the most influential steps along the conversion path

42

Advanced Analytics

• A key concept to understando Advanced Analytics solves for events

marketers want to understand and optimizeo Analyzing events allows a marketer to get

underneath things like…• What drives visit to lead conversion• What drives Lead to customer conversion• What drives free trials• What yields the best BANT qualified leads• What drives blog subscribers

43

Knowledge Check Questions

1. What are the 3 key things that haven’t changed with the addition of the advance features?

2. What are the three advanced features we have added to the product?

3. What are the new names of the 3 HubSpot product levels?4. What do advanced landing pages allow a marketer or business

owner to do and why is that important?5. What does advanced lead nurturing allow a marketer or

business owner to do and why is that important?6. Describe an advanced lead nurturing workflow.7. What do advanced analytics allow a marketer or business owner

to accomplish and why is that important?

44

Agenda

• The Opportunity for Agencies• Overview of Program & How it Will Help

You Capitalize• What Changes in Your Sales/Marketing

Processes?• Key Terms, Functionality & Value

Propositions• Resources & What’s Next

Use the Forums

• We’ll post updates and to-do’s. • You should respond when you do

something, or when you get stuck.

• If you have product setup questions, call support. 888 HubSpot

Let’s Start Talking About this Stuff

This is Our Chance to Lead the Industry!

See You Next Wednesday