SALES AND MARKETING INSIGHTS PLATFORMPaul Wilson

SALES AND M

ARKETING ECO

SYSTEMClsoed loop Sales and Marketing

Sales and Marketing 2.0 Info-Structure

SaaS Cloud

CORE ELEMENTS

Primary website

Landing Pages

Support Portal AccessH

ubsp

otC

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Eng

age

B2B

Cod

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sale

sfor

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omC

ode

CORE ELEMENTS

SEO Analytics

Visitor/Lead Analytics

Blog/Social Media

Eng

age

B2B

Cod

e

sale

sfor

ce.c

omC

ode

Soc

ial M

edia

Acc

ount

sA

cces

s

CORE ELEMENTS

Lead and Contact Data

Campaign Data

Opportunity Data

Custom Scoring

Process Workflows

Dashboards/Reports

www.company.com

CORE ELEMENTS

Email Campaigns

Website Analytics

Lead Scoring

Hub

spot

Cod

e

sale

sfor

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From anonymous sitetraffic on www.company.comdata continues through theInbound and Automation platformsthrough to salesforce.com

MAIN

COM

PON

ENTS O

F LEAD DEVELOPM

ENT

Ongoing DevelopmentConversion tools for New Visitors

Campaigns to Source New Database Names

Email delivery and tracking

Lead Nurture Plan• Multi-step segmented process• Uses all channels of approach• Leverages marketing assets

Land

ing

Page

s

Targeted Banner Ads

Social Media Presence• Blog, Twitter, LinkedIn

Email Outreach• Complete tracking• Integrated follow up• Behavioural scoring

HUBSPOT OVERVIEW

HUBSPO

T OVERVIEW

How does your site stack up against the Competition?

Compare Overall Website Grades for SEO effectiveness with the Competition• Monitor the overall effectiveness of your strategy vs the competition• Measure the improvements gained through brand/marketing investment

HUBSPO

T OVERVIEW

Are you getting more pages ranked by Google?

Compare Number of Pages Ranked for SEO against the Competition• Add more content to increase the draw to your site• Monitor the completion for changes in tactic

HUBSPO

T OVERVIEW

Is the volume of traffic to your site growing?

Compare Traffic Ranks• The real measure is in the traffic• In this measure the lower the score – the better (measure is the site’s rank vs others)

HUBSPO

T OVERVIEW

How effective are your Marketing Campaigns?

Direct Traffic Compared to Leads• Are the visitors to the site “converting” by completing forms on the site• Conversion % (right hand axis) demonstrates the effectiveness of calls to action• Direct Visit Traffic trending (non-search) measures marketing campaigns like banners

HUBSPO

T OVERVIEW

Are your SEO tactics paying off?

Organic Search Traffic Compared to Leads• Measures the effectiveness of SEO optimizing in improving the “Get Found” factor• Leveraging Hubspot to create real SEO traction would create an ever increasing trendline• Overlay of conversion % indicates that some more dynamic calls to action are needed

HUBSPO

T OVERVIEW

Are you attracting readers to your Blog?

Blog RSS subscribers• Corporate Blogs are the primary engine for dynamic SEO rich content• Posts (flagged with #’s) impact subscribers• Measure of comments indicates the relevance of the Blog post content

HUBSPO

T OVERVIEW

Is your reach growing?

Measure of Reach• Hubspot integrates access to corporate Social Media Accounts to measure overall Reach• Social Media monitoring provides support to execute an effective 2.0 Marketing Presence

MARKETING AUTOMATION OVERVIEW

MARKETIN

G AUTO

MATIO

N PLATFO

RMAre you getting more names?

Integrated Landing Pages• Calls to action connect to Landing Pages with marketing offers• Integrations to salesforce.com ensure complete Lead data visibility

MARKETIN

G AUTO

MATIO

N PLATFO

RMDo you have Lead Development Programs?

Multi step Lead Development Offerings• Leads are enrolled by segment and score into appropriate Lead Development Campaigns• Multi channel connections mean seamless flow of data on web, email, and social media activites

MARKETIN

G AUTO

MATIO

N PLATFO

RMAre your email messages working?

Email Delivery and Management• HTML emails delivered based on segments,

score or other criteria• Full insight into the effectiveness of the

message based on full behavioural analytics for opens, clicks, etc.

SALESFORCE.COM

SALESFORCE.CO

M CAM

PAIGN IN

FORM

ATION

Is ROI a 4 letter word?

Campaign Analytics• Aggregate all the key performance indicators on your Campaigns• Using Campaign Hierarchies provide roll up insight on all your KPI’s

SALESFORCE.CO

M DETAILED LEAD DATA

Does your Sales Team know whoe the Real Prospects are?

Lead / Contact level data• Arm your sales teams with real time data on all engagement activities of Leads and Contacts• Create relevant scoring and grading methodologies within salesforce.com• Customize workflows to ensure that your best prospects are ensured the proper sales attention

SALESFORCE.CO

M IN

SIGHTS DASHBOARD