generating leads with inbound marketing

Delivering Inbound Marketing Servicesusing Hubspot to help our clients

generate more leadsApril 2014

BSG Marketing

Services

The Lead Generation Challenge …

Marketing is changing …

2

3

Suppliers need an integrated marketing and sales engine to deliver against sales targets.

Opportunity

Proposal

Short List

New Business

Qualify & Route Lead

Identify & Nurture Lead

5% Suspects qualified as Marketing Qualified Leads & passed to Sales for follow-up

50% Win Rate

33% of New Relationshipslead to a Proposal

£10m /40 Wins

40 wins at an average of £0.25m/contract= approx 3+ wins per month

80 Sales Qualified

Leads(ie. Proposals)

= approx 6-7 proposals per month

242 Sales Accepted

Leads

= approx 20 new meetings per month

1% Suspects areidentified per month

4850 MarketingQualified

Leads

= approx >400 marketing qualified leads per month

= Database of 40,400 prospects(replenished with additional 930/month)

Illustrative - based on £10m target and average contract value of £250k ARO

Marke

tin

g

Sale

s

Prospects

To understand how to SELL, we need to start with an understanding of how people BUY.“What’s important to the FM Manager” changes along the buying cycle

4

Contract Expiry

Expiry minus 6 months?

Expiry minus 12 months?

RFP SupplierSelected

PQQ

Possibility of market test/tender?

Current supplier service issues?Questionable value for money?

Poor supplier relationship?

Contract

lifecycle

Buying process

Resolving daily issues

Keeping abreast of changes & industry

trends

ResearchingUnderstandingRelationship-

building Potential suppliersRelationship-

buildingExploring needs &

solutions

Decision to market test/tenderBuyer’s

issues

ContractHandoverMobilisatio

nCompliance

PriceThe right supplier

Viable suppliers

Service providers face various Sales & Marketing challenges along the buying cycle.Sales challenges along the buying cycle

5

Buying process

How to FIND enough of the

right prospects?

How to CONNECT with, be

NOTICED?

How to STAY CONNECTED, NURTURE the relationship

with, and IMPRESS, the buyer?

How to UNDERSTAND the buyer’s

CHALLENGES & PRIORITIES (better than competition)?

How to INFLUENCE the requirements?

How to submit a WINNINGRESPONSE?

How to develop a TRUSTED ADVISOR

relationship?

1

2

3

4 5 7

6

Buyers journey – the old way. Marketing create brand awareness and Sales do the prospecting.

Branding &awareness …

Sales reps found buyers, helped diagnose pain and prescribe solutions

SalesRep

6

71% of all buyers start with Google as they begin researching their purchases.

(Source: Base One)

Now … Buyers find Sellers, not vice versa

Buyers shop anonymously until the ….

formal process starts

SalesRep

In 80% of purchases, the BUYER finds the SELLER.

(Source: Sirius Decisions)

7

The way buyers discover & research products has fundamentally changed

44% of direct mail is never opened

86% skip TV commercials

91% unsubscribe from emails

200 million say “Do Not Call”

Recent BSG research also demonstrates that buying behaviour is changing …

Comments

Personal referrals rate as the most important source of information early in the buying cycle How to create referrals for a

new product?

Online sources rate as the next most important primary source For a new product, this is

arguably more important

9

Source: BSG research, 2014

Which sources of information do you use when deciding which suppliers to include in a supplier selection?

Print or online advertisements

Supplier directories

Supplier newsletters or emails

Personal calls or visits by supplier sales representatives

Trade press articles

Supplier-sponsored conferences, events and seminars

On-line articles (including social media, web, blogs etc)

Referrals from colleagues or associates

0% 25% 50% 75% 100%

40%

47%

50%

50%

53%

57%

70%

87%

Traditional “interruption” marketing isn’t working

10

In fact, interruption marketing may be REDUCING your chances …

11

Suppliers need a cost-effective marketing engine to find prospects and build trust

12

….. HOW? Use inbound marketing

(supported by telemarketing) to attract, convert and nurture leads

Handover over to Sales only leads that are worth pursuing and that are already warm

Ensure Sales are properly equipped (sales skills, bid mgt, proposal development, estimators, sales tools) to build Trusted Advisor relationships & win the business

Dotted lines show what will happen if the relationship is

neglected at any stage

Trusted Advisor

RELATIONSHIP STRENGTH

Predisposed

Transactional / Indifferent

Antagonistic / Unknown

TIME TO PURCHASE DECISION (months)

THE SWEET SPOT

DANGER ZONE

LOST / NO HOPE

-36

-24

-12

0

A

B

C

Suppliers need to develop “Trusted Advisor” relationships with (currently unknown) prospects in target segments, so that they are in the “Sweet Spot” when the client is

ready to buy ….

A

B

C

The Solution?Inbound Marketing

13

What is Inbound Marketing?

14

Blogging Social SEO

Tools to Attract Visitors

Tools to Convert Leads

Tools to Nurture Prospects

Landing Pages

Forms

Email MarketingAutomation

Analytics SalesforceSync

Calls-to-action LeadManagement All the tools you

need to do marketing – all in

one place.

What is Hubspot?

Traditional vs Inbound marketing

16

BSG offers an end-to-end service to define and run your inbound marketing using HubSpot

17

Plan (2-4 weeks) Prepare (4-6 weeks)

Agree target

segment(s)

Research market

segments

Define lead gen. & new

business targets

Define Ideal Client

Profiles

Develop Value

Proposition by Segment

Define Content

Creation & Campaign

Plan

• Needs• Solutions• Propositio

n• Uniquene

ss

Review existing

marketing assets

Prepare & load

prospect data

Setup systems

• MarketingAutomation• Website

• CRM

Develop content for

launch

• Research reports

• Whitepapers

• Blog posts

Execute (on-going) Measure & Optimise

Response Analysis

Communicate

Convert• Landing pages

• Profiling• Calls-to-Action

Attract• Blog

• Keyword Search• Social Media

Nurture• Email campaigns

• Lead nurturing• Lead scoring

• Handover to Sales

Exec Workshop

Briefing for Sales & Operations

teams

Weekly status updates

Monthlyreviews

Repeat

Review

Lead Source

AnalysisSearch Term

Reporting

Competitor Reporting

Sales Activity

Reporting

Campaign Results

Sales Pipeline

Reporting

1 2 3 4

It takes much more than software …

18

… it takes a fractional “village” of people

£50,000 £65,000£12,000£15,000 £30,000£15,000£30,000£25,000 £80,000

19

We start by defining the ideal prospect, assessing the market and building a prospect database.

20

We then define the content strategy and help you develop the necessary content.

21

We run outbound campaigns using a mix of tactics, as appropriate for the audience.

Marketing Qualified Lead

22

All interactions and responses are tracked, managed and scored in Hubspot

23

We also provide support materials for Sales to ensure they are fully briefed to follow-up.

Sales Qualified Lead

24

Finally, we provide a real-time dashboard to help you track results.

Sample metrics

Open rates

Click-Thu rate

# Market Qualified Leads Generated

# Sales Accept Lead

Conversion rates

# Leads Generated

Sample Lead to Close:

25

£££

Conversion Rates Stage Number

Suspect 60,200

1% MQLs 1&2 6025% SAL (appointment) 30.133% SQL (opportunity) 1033% Close 3

Lead generation and nurturing using Hubspot

Program Management Ideal Prospect Profile development

Daily/weekly account management

Monthly playbook development with client’s Sales leader

Monthly executive review

Content Development Keyword research

Content development plan

Top of Funnel content (15 Articles re-purposed into 60 unique marketing assets)

Premium content: (3 White papers, 3 Infographics, 3 Sales Videos, 1 Sales Avatar)

Demand Generation Develop editorial calendar with

seasonal content themes

Content integration w/client’s website

Up to 1,000 new leads/month that receive a content offer

Monthly eNewsletter (aggregated content)

Monthly targeted persona based campaigns (up to 3/month)

Social Media posts

Ad-retargeting

Topic based lead nurtures

Real time dashboards (SF.com)

Why us?

27

Business Services is all we do. We understand your business and the issues faced by firms across the sector.

#1Sector Focus

#2Profitable Growth

We are committed to working with you to identify and overcome obstacles to growth.

#3Business Model

Our Inbound Marketing Services will deliver results using best practice tools and techniques.

delivering profitable growth for clients in the business services industry

For further information, please contact:Andrew Shaw

Managing DirectorT +44 845 116 2700M +44 7921 363 104

E [email protected] www. BusinessServicesGrowth.com

#Marketing Software Based On Your Goals

Learn How to Turn Strangers into Customers & Promoters of Your Business

Create Content to Generate LeadsMake data-driven decisions on what content to create to fill the top of your funnel with qualified leads.

Sources: See which channels drive the best visitors, leads, and customers

Smart Content: Personalize content for each viewer

Conversion Assists: Understand which content pushes leads through your funnel

Keywords: Optimize your content with built-in SEO tools.

Landing Pages

Your Content

Leads

Publish optimized social media message easily • Get recommendations for the best time

to publish• Publish across channels and accounts

Improve Your Social Media MarketingTake social media marketing to the next level to identify and leverage influencers

See how your message performedClicks, Retweets, Favorites, Replies, Likes, Comments

Target highly-engaged contacts

View which of your contacts clicked on your messages

Reach

Engagement

ROI

Measure your social media ROI

Analyze how many visitors, leads & customers social media

generates

TIP: Build and leverage a list of social media influencers based on the leads that are most engaged with you online.

Empower Your Sales TeamPass valuable lead intelligence to your sales team for faster follow-ups, better connects, and warmer leads.

360° View of Your Leads

What companies are visiting our

site?

What pages have they viewed?

What have they converted on?

How engaged are they?

When are they on our site?

What emails have they opened?

Who are they on social media?

What is their lead score?

Adapt Your Marketing to Your VisitorsPlug your content into your contacts database to personalize your marketing based on who your leads are and where they are in your sales funnel.

Visitor B: Warm LeadGoal: Nurture for Sales

CTAs: How-to Guides, Whitepapers, ebooks

Personalized Emails: Top-of-Funnel Offers

Workflow: Generate new leads

List: Cold Leads

Number of Conversions = 3Lifecycle Stage = Marketing QualifiedRequested Consultation? = NoViewed Pricing Page? = Yes

CTAs: Request a Consultation, Schedule a Demo

Personalized Emails: Middle-of-Funnel Offers

Workflow: Warm up existing leads

List: Warm Leads

Context

Visitor A: New ProspectGoal: Convert to a Lead

Number of Conversions = 0Lifecycle Stage = SubscriberRequested Consultation? = NoViewed Pricing Page? = No

Context

Marketing to a New Prospect VS. Warm Lead

Automate Your MarketingTrigger emails and workflows based on where leads are in the buying process.

FACT: Only 5-25% of the traffic on your site is ready to do business with you at that moment. The rest are doing research.

TIP: Nurture them through your sales funnel to stay top of mind for when they’re ready to buy.

FACT: 25-50% of sales go to the vendor that responds first.

TIP: Set up auto-responders to provide immediate assistance to your leads.

Analyze Your Marketing ROIUnderstand which of your marketing activities are driving the best visitors, leads, and customers to your business.

Visitors Leads Customers

Sources ROINumber of customers

Lifecycle summary

Contacts database size# of sales qualified leads

Blog subscribers

Keyword rankingsBlog visits + readership

Page viewsSocial media reach

Call to Action click-throughLanding page conversion

rateTime from visitor to lead

Workflows progressionSocial Media engagement

Time from lead to customer

# Software Overview

KeywordsDiscover which keywords will bring the best organic traffic to your site and analyze your paid search campaigns.

• Track which keywords drive the best visitors & leads

• View difficulty, current rank and search volume

• Get recommendations for low-hanging fruit

• Compare your rankings to competitors

Blogging Create long-lasting marketing assets by publishing blog articles optimized to get found and generate leads.

• Create content to develop your thought leadership and get found online

• View detailed SEO recommendations for improving your content as you type

• Automatically publish to your social media accounts

Social MediaPublish and track messages across multiple platforms and accounts with suggested times for increasing reach.

• Publish across accounts and social media sites

• Schedule multiple posts at a time

• See suggested times for increasing engagement

• Shorten and track links automatically

• View click and engagement data for your leads

Social InboxMonitor the social activity of your leads and customers.

• Monitor keywords, mentions and links

• Find Twitter accounts that match your contacts

• Assign messages for follow-up

• See a history of responses

• Add social contacts to continuing email series when needed

Assign messages to others for follow-up

Find Twitter accounts that match your contacts

See a history of responses

Set up streams to monitor Twitter lists, keywords, mentions or links

Website ManagementTake control of your website with HubSpot's integrated website management solution. Easily create sites that look great on any device.

• Build optimized pages for your site without a developer

• Edit pages easily with our WYSIWYG editor

• Choose from multiple templates

• Integrate with your CTAs, contacts and social media accounts easily

*Website Management is required with HubSpot Basic

Smart ContentAt the professional and enterprise level you can automatically personalize your content to each viewer

• Adapt to lifecycle stage or any characteristic in the contact database

• Use personalization across email, webpages, and landing pages.

*Website Management is required with HubSpot Basic

Page PerformanceView recommendations in key SEO areas for optimizing your pages and generating quality inbound links.

• See detailed SEO reports for each of your pages

• Receive specific recommendations for improving your pages

• View metrics on views ranked keywords, inbound links, clicks, and social media

ProspectsIdentify which companies are visiting your site, what they’re viewing and how frequently even before they fill out a form.

• Drill-down into specific content, people and timeline reports

• Receive daily visit reports to share with your team

• Create filters to see only certain companies

HubSpot Professional OnlyHubSpot Enterprise Only

Call To Action Build professional CTAs in minutes to convert your visitors into leads, complete with A/B testing.

• Build CTAs or upload your own custom images

• Display CTAs on your pages, blog posts and emails

• Display Smart CTAs based on contact properties

• A/B test and track results

• Display Smart CTAs based on contact timeline properties


Landing Pages Capture inbound leads through your website with landing pages that are easy to customize, A/B test, and track.

• Build optimized landing pages in minutes without a developer

• Choose from multiple templates

• View detailed conversion analytics

• Integrate with your CTAs, contacts and social media accounts easily

• A/B test and track results

HubSpot Enterprise Only

FormsCollect valuable information on your leads for segmentation, personalization, and follow up by your sales team.

• Build optimized forms with custom fields for collecting data on your leads

• Hide fields if data has been captured previously

• Set new lead notifications

• Embed forms on any page

• Sync your data with your CRM

HubSpot Enterprise OnlyHubSpot Professional Only

Contacts DatabaseManage all of your contacts and leads in one, centralized database complete with robust profiles containing website, email, and social media history.

• View detailed information on your leads, including engagement history

• Integrate this data with your existing CRM

• Create custom lead scoring

• Receive lead re-visit notification


List ManagementTarget your leads by segmenting based on information they’ve given you and how they’ve engaged with you for truly personalized marketing.

• Segment your leads based on contact information

• Create static and dynamic lists

• Choose which leads get synced to Salesforce

• Segment leads based on contact timeline properties, such as viewed a page


Email MarketingSend personalized, beautiful emails that your prospects will look forward to receiving and measure which messages are most effective.

• A/B test elements to optimize open and click-through rates

• Personalize your message, sender, and subject lines

• View detailed engagement analytics

• Choose from a variety of pre-tested templates

Marketing AutomationTrigger email messages and activities within your contact records, CRM or other 3rd party software to automate your marketing strategies.

• Trigger emails, actions in your Contacts database & webhooks

• Create custom lead scoring

• Move leads easily to different workflows and lists

• View detailed engagement data


Marketing DashboardSee a snapshot of your marketing performance for your key metrics over time and receive important HubSpot notifications.

• Compare this month’s progress on key metrics to last month, 3-month average or this month last year

• Get helpful recommendations for improving your marketing

• Access your HubSpot apps and marketplace

SourcesAnalyze which of your marketing activities are driving the highest ROI in terms of visits, leads, and customers.

• Track how your marketing is performing in terms of visitors, leads & customers

• Measure the ROI of your marketing campaigns

• Drill into detailed reports on your performance

• Compare the effectiveness of your marketing channels

Conversion AssistsUnderstand which content on your site is most effective for helping visitors become leads and customers.

• View which pages are influential in driving conversions

• Filter to see your website pages, blog posts or landing pages

• Learn what content nurtures your prospects through the sales funnel


Event AnalyticsTrack visitor activity on specific events on your site with detailed reports on visitor history and progression.

• Create custom events to track activities on and off your site

• Integrate with your 3rd party sites like Twitter and ZenDesk

• View Lifecycle reports to see first touch, last touch and assists reports for your events

HubSpot Enterprise Only

Competitor AnalysisCompare how your marketing performance stacks up to your competitors’ on key metrics over time.

• Add up to 10 competitors to track and compare

• View detailed Marketing Grader reports to measure your marketing

• Track your progress over time across key metrics

• Drill-down into what’s causing fluctuations in marketing performance

Salesforce Integration

• Pass valuable lead intelligence to your sales team effortlessly

• Edit lead information in HubSpot or Salesforce to keep your data in sync

• Close the loop between marketing and sales data


Improve your marketing with data from Salesforce. Put valuable lead intelligence from HubSpot in the hands of your sales team. It’s all easy to do with HubSpot’s powerful native Salesforce integration.

Fully Bi-Directional Sync• HubSpot effortlessly syncs the right leads

and contacts in both directions, so that the data you need is always right where you need it.

Better Personalize Your Marketing• Leverage any of your Salesforce data to

segment, personalize and hone your messaging.Lead Intelligence for Sales

• Help your sales team close more business by giving them easy access to valuable lead intelligence data generated by HubSpot.

Blazing Fast Syncing of Leads• Get the right leads into the hands of your

salesteam more quickly with HubSpot.

HubSpot APIsConnect HubSpot with your existing systems through our developer APIs, complete with live documentation, forums, and developer blog.


• Integrate HubSpot with 3rd party systems

• Get sample code for different development languages

• Get help through our developer forum, blog, and documentation

Blog APIContacts API

Contact Lists APIWorkflows API

Available APIs

Forms APIKeywords APIProspects API

Leads API

Lead Nurturing API

Settings APIOAuth

HubSpot Training & ConsultingAccess our world-class team of consultants, training resources, and support engineers to ensure your ongoing success.

• Attend group or one-on-one consulting sessions based on your HubSpot package

• Access our help documentation library and customer forums

• Work with a dedicated support rep to get you set up on HubSpot


HubSpot SupportTalk with a HubSpot Support rep by phone or online to get the technical assistance that you need.

• Get connected with a helpful, knowledgeable support rep based out of our Cambridge, MA office

• Use live chat directly in the HubSpot app

• Access screen sharing to get your issue resolved quickly

# HubSpot Case Studies

Rezdy leverages HubSpot’s SEO tools to optimize their pages and blog posts, and get the best chance of ranking on Google, while saving thousands in SEO vendor costs. After the content is created and optimized, HubSpot’s social media tools save the company time by auto-publishing each post to social media and measuring the effectiveness of each social channel at generating leads and customers. With HubSpot’s reporting apps, Rezdy can see what social media networks and marketing activities are worth their limited time.

Rezdy Software Increases Leads by 500%

Increased traffic by 380% Increased leads by 500% in the first 4

months

“Simon LenoirFounder & CEOwww.rezdy.com

HubSpot helps to find all of the elements needed to build a proper marketing automation engine in one product and saved us so much time because we didn’t have to work with five different products to achieve the same outcome.”

Unger & Kowitt Increases Traffic by 350%

Increased traffic by 350% Increased leads by 200% in the past year

“Unger & Kowitt struggled with a lack of a cohesive marketing strategy. With HubSpot, they now manage their marketing in one place and attract qualified visits & leads to their site through valuable content. HubSpot’s Blogging app makes it easy for them to create posts while getting SEO tips and best practice pointers along the way. The Social Media app allows them to drive visits to their website through social media channels, and their stats are up 100%. They then use the Workflows app to warm up their leads with a series of customized emails, which has resulted in website traffic from email increasing 614% in the past year.

Barry Kowitt, Esq.Founding Partner

www.ungerandkowitt.com

Being able to grab people and quickly move them down our funnel is critically important. The lead nurturing tools handle this for us and it’s so easy to make changes on the fly if necessary. It’s great.”

SEPCO Saves $20k with Inbound Marketing

Ranked #1 for their most important keywords

Increased visits from email marketing by 380%

“Prior to HubSpot, SEPCO struggled with getting found online despite paying an SEO company to generate traffic for them. SEPCO now uses HubSpot’s Keyword s app to find out what keywords they’re ranking for and track their progress over time. Through optimizing their site, they’re able to drive qualified traffic that converts into leads. SEPCO can warm up leads with a series of customized emails through using the HubSpot’s Workflows app. This gets leads coming back to their site to learn more about their products. In the past year, SEPCO has experienced a 380% increase in visits to their website due to email.

Liz KarschnerMarketing Manager

www.sepco-solarlighting.com

Everything I could ever need as far as analytics and control is in one software solution through HubSpot. This information and control is available anywhere there is internet access.”

Heritage Environmental Services Generates 500% ROI

Increased social media reach by 135% Increased leads by 58%

“Prior to using HubSpot, their marketing team struggled to get a full picture of their marketing campaigns because they were using various tools that didn’t work together. Over the past three years, they’ve seen a 500% ROI from using HubSpot’s integrated marketing software. Heritage uses the Social Media app to easily send all their social media posts from one central place, growing their reach by 135%. By using landing pages to convert their visitors and network into leads, they’ve increased leads by 58%. With Workflows, they automate the follow-up process. They are then able to integrate their leads with Salesforce.com to put valuable marketing data in the hands of their sales team.

Jeff RitterMarketing Coordinator

www.heritage–enviro.com

The hardest part for our company is that we are strictly B2B and we have to reach a wide audience in many different industries. The HubSpot software allows us to customize our inbound marketing program to reach our segregated target markets.”

Thermo Fisher Grows Organic Search by 182%

Increased organic search by 182% Increased Twitter following by 154%

“Due to their complex product offering, the sales cycle at Thermo Fisher Scientific can be an extremely long process as customers educate themselves about each product. TFS was looking for a way to influence the sales cycle when the prospect was still in the research phase by building their organic search rankings and brand awareness through blogging and social media. With HubSpot’s Keywords and Blogging app, they were able to easily create optimized blog posts and then quickly share them across social media channels. This helped them increase their organic search traffic by 182% and their Twitter following by 154%. They then use HubSpot Lists and Email Marketing app to segment their leads database and follow up with targeted communications. Through HubSpot’s analytics tools, they are able to track which channels and content are most effective at driving visitors, leads, and customers in one place.

Sonya PeliaSocial Media & SEM

www.thermofisher.com

I live in HubSpot all day long. It has all the tools and analysis all on one platform.”

Tufts Medicare Increases Leads by 100%

Increased leads by 100% Increased direct traffic by 69%

“Before Tufts Medicare Preferred started to use the HubSpot software to assist with their marketing, their main challenges stemmed from generating new leads from a very fragmented website. They needed a way to connect the dots and figure out how users on their website use each of the tools they provided and what they could do to improve their experience. Tufts uses HubSpot’s marketing analytics to understand how visitors are navigating their site, what’s driving leads, and how to make each page a better overall experience for the user. In the past year, they’ve increased direct traffic by 69% and leads by 100%. With HubSpot, they are able to follow up with leads automatically and nurture them through the buying process. All of their lead data integrates seamlessly with their systems, making it easier for them to close more business.

Scott JohnsonMarketing Specialist

tuftsmedicarepreferred.org

The analytics that you can achieve by using the HubSpot platform are far greater than anything I’ve had before. It breaks it down in a much easier way, and I believe more specific way.”

We’re here to help you succeed with inbound marketing.