0 to 2,500 Customers with No Cold Calls
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The document discusses inbound demand generation strategies for companies with 0 to 2,500 customers and no cold calls. It emphasizes using inbound tactics like blogging, SEO, and social media to drive visitors and leads. It also stresses the importance of sales and marketing alignment through shared metrics and goals. Key recommendations include using data to optimize lead quality, determine optimal sales contact attempts, and identify areas for coaching sales representatives.
![Use Science Not Gut to Determine Sales-Ready Leads
SEO BLOG Social Media
Visitors Visitors Visitors
Leads Leads Leads
SEO Customers Blog Customers Social Media Customers
[LTV of SEO [LTV of Blog [LTV of Social Media
Customers] Customers] Customers]
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0 to 2,500 Customers with No Cold Calls
- 1. 0 to 2,500 Customers with No Cold Calls AA-ISP: 2010 Leadership Summit (#LS10) May 12th, 2010 Mark Roberge HubSpot @markroberge
- 2. Inbound Demand Generation 2 @markroberge
- 3. Outbound Demand Generation 3 @markroberge
- 4. Outbound Demand Generation is Getting Harder 800-555-1234 Annoying Salesperson 4 @markroberge
- 5. Inbound Demand Generation Blog SEO Social Media 5 @markroberge
- 6. Demand Generation - Key Take Away Compliment existing demand generation with an inbound strategy Have Marketing invest 3 hours per week creating and promoting content online 6 @markroberge
- 7. Sales and Marketing Alignment, or SMarketing 7 @markroberge
- 8. Use Science Not Gut to Determine Sales-Ready Leads SEO BLOG Social Media Visitors Visitors Visitors Leads Leads Leads SEO Customers Blog Customers Social Media Customers [LTV of SEO [LTV of Blog [LTV of Social Media Customers] Customers] Customers] 8
- 9. 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% 9 * Data has been altered from actual HubSpot data for the purposes of this presentation
- 10. Use Science, Not Gut, to Find Optimal Attempts per Lead 8 6 LTV / COCA 4 2 0 1 3 5 7 9 11 13 Attempt # All Leads 1-10 employees 11-25 employees 26-50 employees 51+ employees
- 11. Hold Sales Accountable to Attempt Quantity and Quality * Data has been altered from actual HubSpot data for the purposes of this presentation 11
- 12. Sales and Marketing Alignment - Key Take Away Use Historical Data to Define a Sales and Marketing SLA Hold accountable through daily reports Re-visit the SLAs quarterly 12 @markroberge
- 13. Metrics that Drive Results Versus Activity 13 @markroberge
- 14. Measure Reps on LTV Generated per Month LTV per Month Reps
- 15. “Peal Back the Onion” on Revenue Production Each Color Represents a Different Sales Rep * Data has been altered from actual HubSpot data for the purposes of this presentation
- 16. 3.11 “Peal Back the Onion” on Lead-Worked-to-Demo Ratio Lead-Worked-to-Connect Ratio Connect-to-Demo Ratio * Data has been altered from actual HubSpot data for the purposes of this presentation
- 17. Metrics - Key Take Away “Peel Back the Onion” on the Metrics to Identify the Area Where Coaching Can Have the Greatest Impact 17 @markroberge
- 18. Final Thoughts … 18 18 @markroberge
- 19. What is HubSpot? Lead Landing Social SEO CMS Blog Leads Analytics Expertise Nurture Pages Media On- Web Word Lead Mktg Eloqua Radian6 Drupal Google Dialog CEO Press Lander Profs Manti- Web Buzz Core Mktg Marketo Ektron Blogger VTrenz core Position Metrics Metrics Sherpa HubSpot 19 @markroberge
- 20. What is HubSpot? • Founded in 2006 from research at MIT • Over 2,500+ customers • 130+ employees
- 21. Additional Resources Grade your website at www.WebsiteGrader.com Read the Inbound Marketing Book www.InboundBook.com HubSpot ROI Study www.hubspot.com/roi Start your free trial of HubSpot software www.HubSpot.com/free-trial
- 22. Thank You! #LC10 Mark Roberge HubSpot @markroberge
- 23. More on HubSpot Product
- 24. Tools to Get Found: SEO • Keyword Grader • Link Grader • Page Grader 24 @markroberge
- 25. Tools to Get Found: Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing 25 @markroberge
- 26. Tools to Convert: Leads • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling • Lead Nurturing 26 @markroberge
- 27. Tools to Analyze: Competitor Tracking 27 @markroberge
- 28. Tools to Analyze: Marketing Campaigns • Assess the effectiveness of your marketing on a campaign-by-campaign level • Optimize resource allocation to maximize sales 28 @markroberge