About Marisa

We’re passionate about delivering premium design & digital marketing services to growing companies, using strong in-house technical expertise and a results-driven process to help our clients generate leads and sales online.

About Whole Brain Group

About Dan

HubSpot all-in-one marketing software helps more than 10,000 companies in 56 countries attract leads and convert them into customers. A pioneer in inbound marketing, HubSpot aims to help its customers make marketing that people actually love.

About HubSpot

Common Challenges of Growing Companies

Challenges of Growing Companies

“We don’t have the leads and sales we need to meet our

growth goals.”

“We want to find customers that value what we offer and will help us maintain a

healthy bottom line.”

“We have a lot of leads, but our sales team is having trouble converting

them to customers.”

“We want to generate leads online, but we don’t have the expertise

in-house to figure out a plan and execute on it.”

Challenges of Growing Companies

1. Undefined/undocumented shared vision for success2. Unclear or competing priorities3. Ad hoc marketing and sales tactics4. Ad hoc communication between teams5. Getting stuff out of the leader’s head so it can be taught

to new team members

Reactive vs. Proactive

Planning and Strategy

Define your ideal customer

1. Identify key demographics2. Define key characteristics3. Determine need and pain4. Think about how they buy and decide5. Create an ideal customer profile

Who are you trying to attract and what problems can you help them solve?

Identify your secret sauce

Look at your competitors• What are their strengths?• What are their weaknesses?• What content are they creating?• How are they positioning themselves?

Look in the mirror• Why do your customers love you?• What value do you bring to them?• Where do you need to improve?• How can you set yourself apart?

Define your authentic brand & voice

What should people to feel when they interact with your brand?1. Set your tone2. Address writing style3. Be authentic in person and online

Align your sales and marketing teams

Make sure your marketing is designed to:1. Attract and educate prospects that are easier to sell 2. Increase the efficiency of your sales process 3. Generate enough qualified leads to support your

growth goals improve close rates

Document your sales process

Diagram or document the process by which:1. Prospects find your business (events, online, networking,

direct mail, etc.) 2. Prospects become leads (phone calls, contact forms, walk-

ins, etc.) 3. Your sales team qualifies or disqualifies the leads 4. Your sales team promotes and develops opportunities5. Opportunities turn into sales 6. Customers are nurtured so they become repeat customers

Identify lost opportunities

Identify your marketing and sales priorities

1. Choose 3-4 priorities to focus on for the quarter2. Make sure priorities are aligned with the company vision3. Decide how you will measure success4. Document your plan

Execution

Inbound Marketing Basics

Develop content offers to attract your ideal customer

What are people looking for at each stage of the buying cycle?

1. Just looking or casually interested

2. Actively shopping & considering options

3. Ready to purchase or talk to someone

Develop compelling content to showcase your expertise

How can you educate your buyers?1. Common questions you hear from your prospects (and

may be tired of answering!) 2. Questions you wish your prospects would ask you 3. Misconceptions your prospects have about your company,

industry, products, or services

Optimize your website and blog for lead generation

1. Compelling content to give people a reason to visit in the first place

2. Calls to action designed to let your visitors know about your content offers

3. Landing pages to give your visitors more information about your content offers, and collect contact information via a form

4. Tracking and analytics for collecting visitor data and helping you measure ROI

5. Integration with your customer relationship management system so your sales team can view lead intelligence and use it during the sales process

Nurture leads with targeted information

Blogging 2-3 posts per week that educate customers and establish your expertise

Social Media Promote content and engage with your prospects and customers

Email Nurture leads with content offers tailored to their interests

Evolution

Data and scorecardsQuestions you may be trying to answer:1. Is site traffic increasing due to my inbound efforts? 2. How many new contacts are we adding to our

mailing list every month? 3. Are we gaining fans and followers on social

media? 4. Of all the people coming to my site, how many

are becoming leads (filling out a contact form)? 5. Is my pipeline growing because of my inbound

efforts?

#1 Problem?

Getting Traction

Meeting pulseAnnual Planning (4 - 5 hour session)

1. Review previous year’s results2. Establish long-term goals for the year3. Select 3-4 rocks for the first quarter

Quarterly Planning (2 -3 hour session)1. Review results from previous quarter2. Identify and discuss issues3. Establish high-level rocks for upcoming quarter

Monthly Planning (1-2 hour session)1. Review results from previous month2. Identify and discuss issues3. Establish activities for upcoming month

By publishing the right content in the right place at the right time, your marketing becomes relevant and

helpful to your customers, not interruptive.

Marketing People Love

Now What?

Whole Brain Groupmsmith@thewholebraingroup.com

http://twitter.com/wholebraingroup

http://www.facebook.com/wholebraingroup

Talk to us

HubSpotdtyre@hubspot.com

http://twitter.com/hubspot

http://www.facebook.com/hubspot