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Inbound 2015 Tips, Tricks and Takeaways

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Page 1: Inbound 2015 Tips, Tricks and Takeaways
Page 2: Inbound 2015 Tips, Tricks and Takeaways

@LukeOKelley1@MLTCreative

Luke O’Kelley Brenna Clark@brenna_clark13@MarsdenMktg

Laurie Wakefield@WakefieldPR

Page 3: Inbound 2015 Tips, Tricks and Takeaways

Twitter: @LukeOKelley1 @MLTCreative [email protected]

I’m a Content Marketing Strategist at the East Atlanta B2B marketing agency MLT Creative. I’m Inbound, HubSpot and Partner Certified. I manage MLT Creative’s internal marketing efforts. I’m also the community manager of HUG Atlanta.

Predictive Lead Scoring

Luke O’Kelley

Page 4: Inbound 2015 Tips, Tricks and Takeaways

Predictive Lead ScoringLuke O’Kelley, MLT Creative @LukeOKelley1

Predictive Lead Scoring

Page 5: Inbound 2015 Tips, Tricks and Takeaways

Predictive Lead Scoring

WHAT IS IT?

Lead scoring is the practice of assigning each contact in your database a score that reflects how close they are to becoming a customer.

Semi-automated predictive lead scoring is already available in the professional and enterprise levels of HubSpot. Predictive lead scoring is only available in enterprise.

Page 6: Inbound 2015 Tips, Tricks and Takeaways

Predictive Lead Scoring

HUBSPOT’S LEVELS

Page 7: Inbound 2015 Tips, Tricks and Takeaways

Predictive Lead Scoring

“68% of successful marketers cite lead scoring as most responsible for improving revenue contribution.”

- Kenskold Group’s Lead Generation Marketing Effectiveness Study

“Sales and marketing professionals agree that lead quality is far more important to revenue than lead quantity.”

- Aberdeen Group

79% of B2B marketers have not established lead scoring.

WHY?

- Marketing Sherpa

Page 8: Inbound 2015 Tips, Tricks and Takeaways

Predictive Lead Scoring

“50% of sales time is wasted on unproductive prospecting.”-101 B2B Marketing and Sales Tips from The B2B Lead

“79% of marketing leads never convert into sales.”- HubSpot

STILL WHY?

Page 9: Inbound 2015 Tips, Tricks and Takeaways

Predictive Lead Scoring

A grade or score calculated based on historical data that shows how likely a contact is to close into a customer.

Helps sales and marketing understand how engaged a lead is with just one number.

Predictive Lead Scoring

Page 10: Inbound 2015 Tips, Tricks and Takeaways

Predictive Lead Scoring

PROS:• Helps align sales and marketing

• Helps segment your contacts

• Cuts out tons of time spent testing and refining

• Based on data

• Gives you visibility into what attributes affected your lead scoring model

• Predictive lead scoring does not get rid of any lead scoring you already have set up in HubSpot

Page 11: Inbound 2015 Tips, Tricks and Takeaways

Predictive Lead Scoring

CONS:• Only available in enterprise (not available as an add-on)

• Must have been marking contacts as customers for three months

• Must have at least 500 contacts in HubSpot that are marked as Customers

• Must have at least twice as many contacts who are marked as non-customers

Page 12: Inbound 2015 Tips, Tricks and Takeaways

Predictive Lead Scoring

The Unified Business ModelLuke O’Kelley, MLT Creative @LukeOKelley1

Page 13: Inbound 2015 Tips, Tricks and Takeaways

Predictive Lead Scoring

Twitter: @oliverlopez

Oliver is the founder and CEO of Structsales, a gold level HubSpot Partner agency.

He spoke at Inbound about how to align sales and marketing.

Oliver Lopez: The Unified Business Model

Page 14: Inbound 2015 Tips, Tricks and Takeaways

Predictive Lead Scoring

HOW DOES HIS TALK APPLY?:50% of a salesperson’s time is spent figuring out which companies to call, when to call them, and if they are a good fit.

Page 15: Inbound 2015 Tips, Tricks and Takeaways

Predictive Lead Scoring

CONCLUSION:Whether or not you have the budget to go with HubSpot’s Predictive Lead Scoring, HubSpot’s custom lead scoring or want to try another option, you need to score your leads.

Check out all the session slides and videos here:

www.inbound.com/inbound15/speakercontent

Page 16: Inbound 2015 Tips, Tricks and Takeaways

Twitter: @LukeOKelley1 @MLTCreative @HUG_ATL

Predictive Lead Scoring

Thanks!

Any Questions?

Page 17: Inbound 2015 Tips, Tricks and Takeaways

Reporting Add-OnBrenna Clark, Marsden Marketing @brenna_clark13

Page 18: Inbound 2015 Tips, Tricks and Takeaways

Hello!

HUBSPOT REPORTING ADD-ON

Brenna Clark is the Marketing Manager at Marsden Marketing, a full-service B2B digital marketing agency in Atlanta, where she is responsible for optimizing clients’ inbound marketing and social media programs, and managing the internal marketing program of the agency.

@brenna_clark13@[email protected]

Page 19: Inbound 2015 Tips, Tricks and Takeaways

45% of marketers admit they still struggle to attribute program spending to revenue results.

HUBSPOT REPORTING ADD-ON

FORRESTER RESEARCH, 2015

Page 20: Inbound 2015 Tips, Tricks and Takeaways

Introduction: The Reporting Add-On

HUBSPOT REPORTING ADD-ON

At this year’s INBOUND conference, HubSpot unveiled a laundry list of new products.

The Reporting Add-on comes pre-loaded with popular reports for marketing and sales professionals, and allows users to create custom reports and dashboards for personalized data tracking and analysis.

Page 21: Inbound 2015 Tips, Tricks and Takeaways

The Reporting Add-On: Pros

HUBSPOT REPORTING ADD-ON

A centralized, custom dashboard for all of your reports Improved functionality and ease-of-use (less time

spent sorting Excel spreadsheets to get the data you need)

Ability to create new, custom reports from scratch, or pre-loaded report templates

Create up to 20 separate dashboards for each of your teams and stakeholders

All reports are exportable Don’t need a third-party to set up Strengthens alignment between your sales &

marketing teams

Page 22: Inbound 2015 Tips, Tricks and Takeaways

The Reporting Add-On: Cons

HUBSPOT REPORTING ADD-ON

Cannot build reports/create dashboard views for other tools within the platform (Landing pages, CTAs, blog, keywords, email, social media)

Can’t export graph views (*Working on adding this functionality)

No automated email reports (*Working on adding this functionality)

Reports are not as granular as some other platforms (Re: Salesforce)

Additional monthly cost

Page 23: Inbound 2015 Tips, Tricks and Takeaways

The Reporting Add-On: Who It’s Right For

HUBSPOT REPORTING ADD-ON

Consistently cleaning their database, updating lifecycle stages, and monitoring their sales funnel

Professional or Enterprise customers who are actively using the HubSpot CRM or the Salesforce integration

Have dedicated sales and marketing teams, or a clearly defined sales and marketing process

Want to strengthen the relationship between their sales and marketing teams

Have clearly defined buyer personas and want to report on them regularly

Are creating multiple reports and monitoring their efforts on a regular basis

Can allow for a $200 addition to their monthly budget

Page 24: Inbound 2015 Tips, Tricks and Takeaways

HUBSPOT REPORTING ADD-ON

Page 25: Inbound 2015 Tips, Tricks and Takeaways

“Moving Towards Insights-Driven Strategies”Brenna Clark, Marsden Marketing @brenna_clark13

Page 26: Inbound 2015 Tips, Tricks and Takeaways

INBOUND 2015 Speaker: Tara Hunt

INBOUND 2015 – INSIGHTS-DRIVE STRATEGIES

Tara Hunt is the Director of Audience Development at Totem design firm, and an author, public speaker, columnist, and co-founder of a fashion tech startup.

Her INBOUND ‘15 workshop focused on how marketers can transform their campaigns with better market research and in-depth audience analysis.

Page 27: Inbound 2015 Tips, Tricks and Takeaways

Session Overview

INBOUND 2015 – INSIGHTS-DRIVEN STRATEGIES

The Three Main Types of Insights Audience Insights

o Includes: attitudes and behaviors, needs, wants and goals, life stage, level of understanding, other brands they follow, interests, motivations

o Less about the what and more about the why Cultural Insights

o Includes: influential figures or industry leaders, language, historic and current news, rules or industry standards

Competitor Insightso Includes: What are they doing to reach their audience?

Who is in their audience? How well do they connect with this audience? Where are their opportunities/gaps in the market? How do you stack up?

o You competitor is not just those that do what you do• Who else is your audience interested in? Listening

to?• Apathy, disinterest, cynicism

Page 28: Inbound 2015 Tips, Tricks and Takeaways

Key Session Takeaways

INBOUND 2015 – INSIGHTS-DRIVEN STRATEGIES

On the snorkel/scuba method of researching:“Every data set is unique, so where you deep dive will always be different. It’s an art as much as a science.”

On the importance of understanding the culture of your buyers:

“Today’s customer is incredibly sensitive to inauthentic attempts to pander to a community of interest. If you attempt to enter a community without understanding the culture, you will be rejected.”

“Ideas without insights are akin to throwing darts in the dark.”

On researching your audience:“WHO is less about demographics and more about psychographics.”On generational labels and stereotypes:“Entire generations of people can’t be lumped into a single category. There is incredible diversity amongst even people the same age, gender, with the same income.”

Page 29: Inbound 2015 Tips, Tricks and Takeaways

@LukeOKelley1@MLTCreative

Luke O’Kelley Brenna Clark@brenna_clark13@MarsdenMktg

Laurie Wakefield@WakefieldPR