How to Grow Your Business with

SOCIAL & INBOUND Marketing

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#SocialContent

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Your Presenters:

Mark Roberge VP of Sales @HubSpot

Jamie Grenney VP of Social Media & Video @Salesforce

Metrics Your Business Should Focus On

How to Grow Your Social Database

Build Deeper Relationships with Prospects

Using Social Data for Smart Marketing Decisions

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Today’s Agenda:

METRICS YOUR BUSINESS SHOULD FOCUS ON

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Three Key Metrics The marketing world is full of metrics, but there are three essential ones to focus on:

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The # of new leads

you bring in.

The # of leads you qualify

for sales follow-up.

The number of leads who

convert into customers.

Sales

Marketing

Qualified

Leads

Leads

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Leads

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LEAD A contact who has taken an

action to receive information

from your company.

Track Leads Across Different Sources

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Measure traffic and leads that your marketing channels are driving

Track Leads by Campaign Measure how many leads your campaigns are driving by channel

Three Key Metrics

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The # of new leads

you bring in.

Marketing

Qualified

Leads

Leads

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MARKETING

QUALIFIED

LEAD

A lead that has converted on a

resource that pushes them

down the sales funnel.

Contact who downloaded an ebook on lead gen,

company is 200-1,000 employees & in North

America.

A contact at a company in the US who filled out the

form to request a sales demo or started a trial.

A contact at a company whose role makes him/her

a decision maker, e.g. a VP or Director.

MQL Examples:

Grade Your Leads

Track the # of Marketing Qualified Leads

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Track progress on these same marketing qualified events

Computing the Marketing SLA

MQL Type Average

Revenue /

Customer

MQL to

Customer

Close %

Value per

MQL

Ebook $160,000 1.0% $1,600

Webinar $100,000 1.5% $3,000

Free Trial $150,000 2.0% $3,000

Tradeshow $125,000 1.0% $1,250

Contact Sales $110,000 10.0% $11,000

Three Key Metrics The marketing world is full of metrics, but there are three essential ones to focus on:

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The # of new leads

you bring in.

The # of leads you qualify

for sales follow-up.

Sales

Marketing

Qualified

Leads

Leads

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SALE The lead becomes a customer,

resulting in a sale for your

company.

Track #of New Customers Generated Ensure that your marketing efforts are bringing in new customers

HOW TO GROW YOUR SOCIAL DATABASE

Attract New Prospects and Customers

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Fill the top of the funnel Leads

Traditional Approach to Lead Generation

Drive Traffic To Your Site

Fill Out a Form

Follow Up With Leads 1

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The Rise of the Social Customer

Engage In The Conversation

Crack The Code On Viral Marketing

Create Your Content Engine

Content Fuels Website & Social Channels

55% more website visitors for companies that blog.

79% more Twitter followers for companies that blog.

http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings

Social Influence Major Driver of SEO

Know Your Audience

Create Your Content Calendar

1 Big Video / Month

1 Big Video / Quarter

4 Blog Posts / Month

Create Your Content Calendar

Create Your Content Calendar

1 Big Video / Month

4 Blog Posts / Month

FB Posts / month 8

Create Your Content Calendar

1 Big Video / Month

4 Blog Posts / Month

FB Posts / Month 8

Tweets / month 16

Create Your Content Calendar

1 Big Video / Month

4 Blog Posts / Month

FB Posts / month 8

Tweets / month 16

Most Common Challenges

Targeted Calls-to-Action On All Content

Soft Offers to Capture Leads

How Social Grows Your Database

BUILD DEEPER RELATIONSHIPS WITH PROSPECTS

Staying Connected in the Mobile Age

Top Tactics To Grow Your Subscribers

Advertising for Fan Acquisition

Campaigns Driving to Like Gates on Facebook

Like & Share Buttons On Your Website

Cross-Promote Social on Emails

Active Engagement on Social Channels

Drum Beat of Great Content!

Listening & Engaging in Real-Time

Making Sense Of All The Data

Creating Your Social Customer Profile

Campaign Attribution

for Social Touches

Enhance Lead Scoring

Personalize

Communications

Web & Social

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Refer to Salesforce.com Safe Harbor Statement. This presentation may contain forward looking statements.

USE SOCIAL DATA FOR SMART MARKETING DECISIONS

Closed Loop Social Intelligence & Analytics

Closed Loop CRM Integration

Track Performance of Social

Search Engine

Optimization

Blogging &

Social Media

Lead Generation

Email &

Automation

Marketing

Analytics

Lead

Management

Find out how

HubSpot can help

you take your

inbound marketing

to the next level.

WWW.HUBSPOT.COM/DEMO

Get your

custom

demo

today.

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THANK YOU.