Measuring Marketing to Drive Sales Success

Mark Roberge

HubSpot

@markroberge

Inbound Marketing Summit (#IMS11)

June 8th, 2011

2 @markroberge

General characteristics of sales people?

INTELLIGENT

HARD WORKING

SELFISH

OVERPAID

LAZY

STRATEGIC

AGGRESSIVE

EMPATHETIC

3

Use Science Not Gut to Determine Sales-Ready Leads

SEO

Visitors

Leads

SEO Customers

[LTV of SEO Customers]

BLOG

Visitors

Leads

Blog Customers

[LTV of Blog Customers]

Social Media

Visitors

Leads

Social Media Customers

[LTV of Social Media Customers]

4

Hold Marketing Accountable to Lead Quality and Quantity

• MTD Rejected New Lead Rate (target < 5%): 4.6%• MTD 7 Day Lead to Opportunity Conv (target > 33%): 44%• MTD % Leads from B2B >1K employees (target > 20%): 23%

* Data has been altered from actual HubSpot data for the purposes of this presentation

Use Science, Not Gut, to Find Optimal Attempts per Lead

1 2 3 4 5 6 7 8 9 10 11 12 13 140

2

4

6

8

All Leads 1-10 employees 11-25 employees26-50 employees 51+ employees

Attempt #

LTV

/ C

OC

A

6

Hold Sales Accountable to Attempt Quantity and Quality

* Data has been altered from actual HubSpot data for the purposes of this presentation

7 @markroberge

Action Items

1. Define your Sales & Marketing SLA

2. Train the teams

3. Implement processes to hold them accountable

Let Inbound Marketing Feed Marketing Automation

Source: survey of hundreds of businesses: HubSpot.com/ROI

9 @markroberge

REFRESH and Cleanse Marketing Database

http://www.hubspot.com/the-science-of-email-marketing/

10 @markroberge

Quick sales response time = more success

http://www.insidesales.com/images/LRM_07_short.pdf

11 @markroberge

Action Items

1. Use inbound marketing to feed your marketing automation

2. Ensure you are replenishing at least 30% of your email list every year

3. Automate filtering and make sure inbound leads are called right away

12 @markroberge

Correlation between social media and search rank

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

13 @markroberge

Action Items

1. Account for search in the ROI of your social media efforts

2. Focus social media efforts on prospects AND digital influencers in your industry

Additional Resources

Inbound Marketing University

www.inboundmarketing.com

Read the Inbound Marketing Book www.InboundBook.com

HubSpot Welcome – Facebook CTA tool[Search for “HubSpot Welcome” in Facebook]

Grade your website at www.WebsiteGrader.com

Start your free trial of HubSpot software www.HubSpot.com/free-trial

Thank You!

Mark Roberge

HubSpot

@markroberge