4. This is a quarterly event, changing topics
Feedback forms: contribute to your event
Some theory, some practical examples
Your event, so we’re here to help you
succeed in inbound and on HubSpot.
Created for you
5. Zoe Palmer
Managing Director
Brand chemistry
Topic:
Marketing Automation for growth
Rachael Fahey
Group Marketing and Communications
Manager, SAGE Group
Topic:
Q&A : marketing automation experiences from
the trenches
Jaime Schell
Customer Service Delivery Director
Brand chemistry
Topic:
Sales enablement and HubSpot
Harry Bown
Channel Consultant,
HubSpot
Topic:
Three things you never realised you could do with
Freemium
Today’s Speakers and Topics
6. State of Inbound 2018
- 40% of larger SME companies cannot prove ROI on their
marketing activities
- 29% are still struggling to identify the right technologies
to manage insight and communication
- 63% are challenged by attracting the right traffic and
leads
7. 50% of Australian SME
businesses don’t know
their domestic buyers
intimately
11. In other words, how do we track, monitor and strategically use
12.
13.
14. Vision
Every Australian business will be able embrace change and grow in the face of it.
1. Understand the customer
2. Get the right stuff done - fast
Source: Dribble | Latham Arnott
31. Blog Title Analysis: Top Performing Posts
Blog Title Types % of Top Performing Posts
Number in title
E.g. 7 nuggets of networking wisdom for tour and activity operators
40%
How to in title
E.g. How to get more indirect bookings for your tour business
23%
Question in the title
E.g. Staycation: Does your tour offering appeal to the local market?
3%
The word trends in the title
E.g. Get Discovered: Master the art of back-linking with our easy do’s and don’ts
3 in the top 5
43. MARKETING AND SALES NEED A
SHARED UNDERSTANDING OF
WHAT A QUALIFIED LEAD IS.
44. IDEAL CUSTOMER PROFILE
A checklist of the most basic attributes someone needs to
have in order to be successful as your customer.
45. • Lives in Adelaide
• Has an annual income of at least $90,000
• Has children
Sample B2C Ideal Customer Profile
46. • Healthcare companies
• Located in Australia
• Strong online presence (website, social media, etc.)
• Big (>500 employees on LinkedIn)
Sample B2B Ideal Buyer Profile
47. What are the key traits a
person or organization has
to have in order to be a
good fit for your offering?
List them out and turn them into a checklist.
Key Traits
~~~~~~~~~
~~~~~~~~~~~~~
~~~~~
~~~~~~~~
~~~~~~~~~~~~~~~~~
65. 1. Where are they coming from? Are particular sources
sending you bad leads?
2. Why are they coming to you? Is there something wrong
with your messaging?
3. Who should they be buying from? Can you redirect them?
4. How do they feel about your company? If they love you,
don’t discourage their evangelism.
If You Have a Lot of Poor-Fit Leads
68. 1. What is your company’s revenue goal?
2. How many sales do you need to achieve that goal?
3. How many marketing qualified leads do you need to get
that number of sales?
Creating an SLA
69. SAMPLE SLA
“Every month, marketing will deliver 1,000 qualified
leads to sales, and sales will contact each of those
leads within 24 hours of receiving it.”
71. SAMPLE SLA
“Every month, marketing will deliver $100,000 in
lead value to sales, and sales will contact every
marketing qualified lead within 24 hours of
receiving it.”
73. THE MORE EDUCATION YOU CAN
PROVIDE YOUR PROSPECTS BEFORE
THEY MEET WITH SALES,
THE MORE QUALIFIED THEY’LL BE
WHEN THEY GET THERE.
74. • What is your product?
• How much does your product cost?
• What are the common problems with your product?
• How does your product compare to your competitors’?
• What’s required to be successful with your product?
Questions Your Content Should Answer:
h/t They Ask You Answer by Marcus Sheridan
75. Content Matrix
Persona Pain Feature Content
VP of Marketing Admin Work Automation Blog Post: “Intro to
Workflows”
Ebook: “Marketing
Automation 101”
Content Creation CMS Video: “HubSpot’s CMS”
Blog: “What Is a CMS?”
Blog: “Why CMS Matters”
Content Strategy Ebook: “2018 Content
Strategy Guidebook”
Video: “Pillar Pages”
h/t The Sales Enablement Playbook by Cory Bray and Hilmon Sorey
81. • Shared visibility between
marketing, sales, and services
• “Rejected” lead status
• New MQLs (report)
• Became MQL Date
(saved filter)
SLA Enforcement
Helpful Blogpost:
https://blog.hubspot.com/customers/do-it-in-hubspot-sales-enablement-certification
83. • Interactive guides available
on contact record.
• Provide sales reps with easy
access to all kinds of info.
• Collect vital information
during calls.
Playbooks