On June 9, 2015 in Salt Lake City, Utah, we held our first HubSpot Users Group meeting. We had over 80 register, and about 65 people show up. We were lucky enough to have Dan Tyre and Anna Nooregaard in from HubSpot talking about the Inbound Marketing Revolution, and Sales and Marketing Alignment. And we also had our local co-leader, Brandon Carter, from Access Development talk about lists and segmentation. For more info about this, and future events visit slc.hubspotusergroups.com

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JUNE 9, 2015
WELCOME
TO:
Wi-fi- lhm-open
L: SLCHUG P:

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Agenda
• Introductions
• Welcome to the Inbound Revolution
• 1001 Ways to Segment Your Database
• Sales & Marketing Alignment
• Q&A

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DARIN
BERNTSON
@iGoByDoc
Founder Bernco Media
HubSpot Partner Agency
Co-Leader SLCHUG
Internet marketing 16+ years

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BRANDON
CARTER
@bscarter
Work at Access Development
Co-Leader of SLCHUG
Utah via Oklahoma &Texas
35lbs lighter; 3yo daughter
still calls him chubby

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ANNA
NORREGAARD
@Atrain5566
3+Years @ HubSpot – Partner
Executive
Top Sales performer
Boston raised, Colorado
blooming
Digital junkie, always hangry

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DAN
TYRE
Employee #6 @ HubSpot
Live in Scottsdale, AZ
HubSpot is his fifth start up
Inbound Marketing Pioneer
@dantyre

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Cool Stuff
• Welcome to the launch of SLC HUG
• Our goal and charter
• Volunteers encouraged

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Our Goals For SLCHUG
• Education
– Inbound in general
– Some HubSpot specific
• Who is this for?
– HubSpot Customers, Partners & Prospects
– Anyone who wants to sharpen Inbound skills

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Our Goals For SLCHUG
• Frequency
– Minimum 4 times a year
– Is there a demand for more?
• These events are for you
– We are not here to sell anyone
– This is a learning environment
– Let’s be “inbound” and be helpful to each other

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Volunteers Encouraged
• Welcome to the launch of SLC HUG
• Our goal and charter
• Volunteers encouraged

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Save $50 use code SaltLakeCityHUG15 at checkout on inbound.com

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READY?

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DAN
TYRE
Employee #6 @ HubSpot
Live in Scottsdale, AZ
HubSpot is his fifth start up
Inbound Marketing Pioneer
@dantyre

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WELCOME TO THE
INBOUND REVOLUTION
HOW TO GENERATE LEADS & AQCUIRE, ENGAGE & RETAIN CUSTOMERS ON LINE
DAN TYRE
dtyre@hubspot.com
JUNE 9, 2015

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Let’s go back to 1965.

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You are no longer uninformed.
Testimonials
As one runner said, “The only people who will be
left wearing German shoes will be either
uninformed or idiots.”
Social Positioning
Bill Bowerman at Oregon said, “If I tried to take the
(marathon) shoe away from Kenny Moore or Wade
Bell, I’d have a fight on my hands.”
Introspective opening
Next fall will your cross country team be wearing
the best shoe possible?

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Fast forward to 2015.

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Marketers are the ones tasked with driving growth.

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growth
Over achieve
on revenue
targets
Sales team
hits 100%+
Drive sales
followup
Hit
monthly
leads goal
Hit monthly
traffic goal

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“Growth is never by mere chance; it is
the result of forces working together.”
- JC Penny

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Most important lead sources over the last 6 months.

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54%
more leads are
generated by
inbound tactics
than traditional
paid marketing.
2X
as many marketers
say inbound delivers
below average cost
per lead than
outbound methods.
$20K
is the average
companies per year
by investing in
inbound marketing
vs. outbound.

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3.5X
average increase in
monthly website visitors
Increase in traffic
Increase in leads
Increase in revenue
6.1X
average increase in
monthly leads
72%
report growth
in revenue

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Are you doing this to your prospects?

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86%
skip TV ads
91%
unsubscribe
from email
200M
on the
Do Not Call list
44%
of direct mail is
never opened
BROKEN.
THE OLD
MARKETING PLAYBOOK
IS

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Content Types

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How do you implement inbound?
Search Optimized &
Responsive Website
Lead Capture Forms
& Landing Pages
Social Media Marketing
& Monitoring
Blogging
Email Marketing &
Marketing
Marketing Analytics

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SEO & Responsive Design
• Built responsive website, blog & email
• Devised search engine optimization
strategy:
• On-page SEO
• Off-page SEO
• Blogging
• Landing Pages
• Social Media
• Stay up-to-date with the SEO changes

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Blogging
• Minimum of 1 blog per week
• Pick a blog series to help organize ideas
• Feature guest bloggers and team members
• Ensure 5-10 keywords on each post
• Include calls-to-action and links throughout

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Social Media Marketing &
Monitoring• Developed social media channels:
• LinkedIn company page
• Facebook page
• Twitter
• Google+
• LinkedIn group
• Determined appropriate frequency
• B2B audience benefit from LinkedIn sharing
• Post 70% external; 30% brand
• Monitor relevant conversations

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Email Marketing & Automation
• Promote offers & increase awareness
• Include appropriate offers on each email
marketing campaign to increase lead
reengagement efforts
• Send at least 2 emails per month to selected
buyer personas
• Increase marketing automation efforts based
on lead insights, web traffic, social traffic

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Lead Capture Form & Landing
Pages
• Ensure content is behind a landing page
with a form
• Develop at least 3 offers per month
• All offers include:
• Call-to-action
• Landing page
• Offer page
• Follow up email

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Analyze, Analyze, Analyze
• Track weekly analytics
• Define where traffic is coming from
• Understand where leads and
customers are generated
• See which pages generate the
most traffic and leads
• Identify which social media posts
and channels are most beneficial
• Optimize your marketing efforts

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INBOUND SALES

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QUESTIONS?

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THANK YOU
AND A SMALL ASK
Dan Tyre
@dantyre
DTyre@hubspot.com

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BRANDON
CARTER
@bscarter
Work at Access Development
Co-Leader of SLCHUG
Utah via Oklahoma &Texas
35lbs lighter; 3yo daughter
still calls him chubby

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1001 Ways to Segment Your
Database
(All About the HubSpot Lists Tool)
Brandon Carter
Access Development
@bscarter
@SLCHUG

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HubSpot User Group
● Let’s connect
● Share your favorite tool

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My Scenario
● One company
● Six divisions
● Six primary websites (not including blogs)
● 60+ reps
● 60+ ways of using CRM
● Five marketers
● One portal

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I Don’t Want You to Hate Me
● So I won’t be listing off 1001 Ways to
Segment Your Database

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Some Segmentation Stats
● Emails sent to segmented lists have
better open rates, lower churn, increased
transactions
● 44% of marketers don’t segment their lists
● 54% of marketers don’t automate
campaigns

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Layers on Layers on Layers...
Every segment personalizes your message
just a bit further

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List Functions
● Personas
● Reporting
● Visibility
● Triggers

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Origins
● Existing (Old) leads
o Reason why they didn’t close
o Specific product interest
● Inbound leads
o Blog subscribers
o eBook downloaders
o Contact us form filler outers
● Salesforce campaigns

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Characteristics
● Company size
● Customer base
● Revenue
● Years in business
● Years in position
● Male/Female

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Characteristics
● Twitter
o Followers
o Klout Score
● Facebook
o Company fans
o Clicks
● LinkedIn
o Bios

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Characteristics/Keywords
● Titles
● Words in titles
● Words in company names
● Phrases in sales notes

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Behaviors
● Page Views
o Look for combinations of page views
● Lack of page views
o Or hasn’t viewed a page in __ weeks
● Emails
o Received but hasn’t opened
o Opened but didn’t click
o Hasn’t opened in __ weeks

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Behaviors
● Input from sales team
o Maybe not a fit right now
o Waiting for budget to come in
o Drip marketing yes/no
o Specific re-activation date
● HubSpot score
● SurveyMonkey Responses
o “When does your budget roll over?”

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Marketing Perspectives
● Marketing Qualified
● Sales Qualified
o And When
● Persona

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Data Errors
● Salesforce owner hijinks
o When multiple instances, HubSpot connects to most
recently created in SF
● Divisions
● No owners
● No company name
● Missing data
● Duplicates

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Combinations
● Drive engagement by speaking to the individual
o Existing lead
o Loyalty program manager
o Serving 10,000 program members
o From California
o Viewed our “loyalty programs” page two days ago

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Workflow that Mofo
Find the right combination of person and
action, then develop a message that will
automatically send to anyone that fits the
criteria (or tell sales).

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Use Smart Fields

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Measure Performance
See how a list size changes over time
● Proposals Sent
● Shore up information missing from
reports, emails, etc

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Thanks!
Brandon Carter
Access Development
@bscarter
@SLCHUG

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ANNA
NORREGAARD
@Atrain5566
3+Years @ HubSpot – Partner
Executive
Top Sales performer
Boston raised, Colorado
blooming
Digital junkie, always hangry

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SMARKETNG
SALES & MARKETING ALIGNMENT 2015
5 EASY STEPS TO GET YOUR SALES & MARKETING TEAMS TO
DEFINE THE RIGHT GOALS, WORK TOGETHER & ACHIEVE GREAT RESULTS
DAN TYRE | ANNA
NOOREGAARD
JUNE 9, 2015

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Agenda
• Welcome & Intros
• History of Infighting & Backstabbing
• SMarketing
• 5 TIPS FOR SMARKETING
ALIGNMENT
• Q&A (and then back to work)

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SALES
VS.
MARKETING

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87%
of the terms
sales & marketing
use to describe each other
are negative.
Source: Corporate Executive Board survey, http://bit.ly/wQCz4b

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Funnel Transitions Force Change

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Sales + Marketing =
SMARKETING

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DEFINING SMARKETING TERMS
•Leads
•Marketing Qualified Leads (MQL)
•Sales Qualified Lead (SQL)
•Opportunities
•Customers

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DEFINING LEAD FLOW & GOALS
•Current Lead Volume & Velocity
•Current Sales Team Expectations for
lead follow up
•Service Level Agreements

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1. BUILD TRUST

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FREE GIFT TO YOUR SALES TEAM

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2. TECHNOLOGY IMPLEMENTATION

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3. MEASURE CURRENT STATUS | SET GOALS

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LEAD DASHBOARD

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4. DEFINE SMARKETING SLA

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Sales Dashboards
* Data has been altered from actual HubSpot data for the purposes of this presentation

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WORKING LEADS DEEP

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MARKETING DASHBOARDS

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5. REVIEW PERIODIC RESULTS

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Companies with strong sales &
marketing alignment get
20%
greater annual
revenue growth.
The Aberdeen Group, http://bit.ly/zmIJQD

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MemphisInvest.com:
A Case Study in SMarketing

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The “we need more leads mentality”!
We had become spoiled by our “low-cost”
lead generation
Our marketing message and sales funnel
were not aligned
3 Major Hurdles

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Leads improved as our
message improved
Improved sales
processes drastically
increased our follow up
with leads

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• Better sales process
aligned with SQL’s
increased sales results
• Marketing budget
increased slightly
• Lead #’s are up, SQL’s
up dramatically

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QUESTIONS?

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THANK YOU
AND A SMALL ASK
Dan Tyre
@dantyre
DTyre@hubspot.com
Anna Nooregaard
@Atrain5566
anorregaard@hubspot.com

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Marketing Software
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SEPT 2, 2015 – SLCSEM.ORG
BUY YOUR TICKETS NOW
Lee Odden, Top Rank Marketing
Cyrus Shepherd, Moz
David Locke, Utah Jazz

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STAY TUNED FOR NEXT EVENT
THANK YOU