Leveraging HubSpot Enterprise To Grow Your Agency Services VARs Should Provide

1. Leveraging HubSpot Enterprise To Grow Your AgencyServices VARs Should Provide #VARFormable 10-11-2011

2. Agenda • A new 5-Step Inbound Marketing Methodology • Services VARs Should Provide • Some Unique Offerings for Special Cases • Marketing These Services • Resources & What’s Next

3. 5 Step Inbound Marketing Methodology • Attract Traffic • Convert Visitors to Leads • Convert Leads to Sales • Turn Customers into Repeat Higher Margin Customers • Analyze for Continuous Improvement

4. Agenda • A new 5-Step Inbound Marketing Methodology • Services VARs Should Provide • Some Unique Offerings for Special Cases • Marketing These Services • Resources & What’s Next

5. Convert Visitors to Leads A/B Testing with Advanced Landing Pages Video: http://www.hubspot.com/products/advanced-landing-pages/

6. Convert Visitors to Leads Dynamic Content Setup in Advanced LPs Geographic Targeting via IP Pass Parameters in Query String from PPC More: http://customers.hubspot.com/product-updates/bid/64072/How-to-tailor-your-landing-page-with-dynamic-content

7. Convert Visitors to Leads Optimize Conversion Rate by Traffic Source by with Landing Page Variations by Source

8. Convert Leads to Sales Behavior-driven, multi-channel lead nurturing Video: http://www.hubspot.com/products/marketing-automation

9. Convert Leads to Sales Behavior-driven, multi-channel lead nurturing • Set up events (views, clicks, conversions, custom) • Set up behavior chains (Potential sequence of events a lead triggers) • Create content used for nurturing based on behavior chains • Create email messages to send for lead nurturing Video: http://www.hubspot.com/products/marketing-automation

10. Convert Leads to Sales Sales & Marketing Alignment Services • Creating definitions of MQLs and SQLs and generating more of each • Improving sales productivity by helping client’s salespeople time sales calls and determine questions and messages • Creating and Tracking Against SLAs (MQL, SQL) • Creating messaging for salespeople to use that is consistent with marketing positioning. • Advanced content to support the sales process Webinars: http://www.hubspot.com/partner-program-unifying-sales-and-marketing/ http://www.hubspot.com/webinars/webinar-on-demand-marketing-and-sales-alignment/ x

11. Turn Customers to Repeat Customers • Prevent Churn, Track LTV and Repeat Purchases • Use lead nurturing and advanced analytics to increase repeat purchases, upgrades, cross-sells.

12. Analyze for Continuous Improvement • Identify the events, content and traffic sources that lead to results. Source & Explanation: http://www.bluemangolearning.com/blog/2011/06/3-reasons-hubspot-users-should-be-excited-about-the-performable-acquisition

13. Agenda • A new 5-Step Inbound Marketing Methodology • Services VARs Should Provide • Some Unique Offerings for Special Cases • Marketing These Services • Resources & What’s Next

14. Build Integrations with Other Systems • Trigger events from other systems • Internal systems, trials, ecommerce systems • Mobile apps • Social media sites: Linkedin, facebook • Surveys and other data sources • Trigger messages and customization from advanced nurturing • Send messages via social media • Customize web interfaces

15. Specialize in SaaS Businessses • Nail the Terminology: LTV, COCA http://www.forentrepreneurs.com/saas-metrics/ • Understand how trial and product usage drives COCA down and LTV up http://www.forentrepreneurs.com/customer-engagement/ • Understand how event tracking and behavior based lead nurturing improves trial and product usage

16. Specialize in Ecommerce Businesses • Convert more visitors into opt-ins earlier in buying cycle via advanced landing pages • Nurture opt-ins to sale • Nurture abandoned shopping carts • Use reverse funnel analysis to determine sources of traffic and the lead nurturing that works More: http://www.hubspot.com/ecommerce-marketing-hub/

17. Agenda • A new 5-Step Inbound Marketing Methodology • Services VARs Should Provide • Some Unique Offerings for Special Cases • Marketing These Services • Resources & What’s Next

18. Market in Context of Your “Process”

19. Lead with Business Value Source: http://www.b2binbound.com/services

20. We Should NOT Be Afraid to Compete w/… • Marketing Automation • Demand Generation • Lead Management • Revenue Performance Optimization • Etc, etc.

21. We Should Update & Redefine the Opportunity … • Marketing transformation: Creating new marketing growth, not automating the past. • Multi-channel beyond website and email into social mobile and internal systems. • A much broader feature-set and more comprehensive marketing process • More advanced analytics for continuous improvement • An open platform that integrates with other software and enables custom development, with a thriving ecosystem of application developers • Going bottom up aggressively. Not trying to water down solutions for SMBs.

22. Agenda • A new 5-Step Inbound Marketing Methodology • Services VARs Should Provide • Some Unique Offerings for Special Cases • Marketing These Services • Resources & What’s Next

23. Use the Forums • We’ll post updates and to-do’s. • You should respond when you do something, or when you get stuck. • If you have product setup questions, call support. 888 HubSpot

24. Let’s Start Talking About this Stuff

25. This is Our Chance to Lead the Industry!

26. See You Next Wednesday