1. @katwarboys | #GrowWithHubSpot | @HubSpot
THE CHANGING FACE
OF BUSINESS GROWTH
#GrowWithHubSpot
Edward Kong | Senior Partner Manager
ekong@hubspot.com
2. Agenda
●A New Way to Grow Better
●What is the Flywheel?
●HubSpot Profile
●How can Hubspot Help today
●Hands-on Workshop
7. @katwarboys | #GrowWithHubSpot |
@HubSpot
Source: HubSpot
Research
They’re less patient.
90% of consumers expect an
immediate response from
customer service representatives.
19. >> >> >> >>Strangers Visitors Leads Customers Promoters
ATTRACT CONVERT CLOSE DELIGHT
HubSpot built the inbound methodology...
Attracting the right
visitors
Creating a way to convert leads and close customers so
that they become promoters of your brand
31. @katwarboys | #GrowWithHubSpot |
@HubSpot
Stop thinking about your business as a funnel, and
start thinking about it as a flywheel and you will
make different decisions.
Make your own flywheel
academy.hubspot.com/lessons/flywheel
33. @katwarboys | #GrowWithHubSpot | @HubSpot
Marketing Hub
Attract and engage new customers
by creating relevant, personal
marketing.
Sales Hub
Build an efficient process to engage
your prospects and turn them into
customers.
Service Hub
Engage, guide, and grow better with
your customers, turning happy
people into promoters.
HubSpot CRM
The free CRM system for growing
businesses that your team will love.
HubSpot offers a full stack of products for marketing, sales, and customer relationship
management that are powerful alone, and even better when used together.
36. Trusted name in the industry
MOST
TRUSTED -
MARKETING
AND CRM
LEADER IN
SMALL BIZ
MARKETING
AUTOMATION
LEADER IN
ENTERPRISE
MARKETING
AUTOMATION
TOP RATED
ANALYTICS
ALL, SMALL
AND MID-
SIZED
BUSINESSES
TOP
MARKETING
SAAS
#1
CATEGORY
LEADER IN
AUTOMATION
EDITOR’S
CHOICE FOR
MARKETING
AUTOMATION
#1 RATED IN
MARKETING
ANALYTICS
LEADER IN
EMAIL
MARKETING
- ALL SIZES
LEADER IN
EMAIL
MARKETING
- SMALL BIZ
LEADER IN
ALL SIZES -
EMAIL
TRACKING
TOP SALES
FORCE
AUTOMATION
4.5/5.0
4.6/5.0
TOP
MARKETING
AUTOMATION
PLATFORM
LEADER IN
MID MARKET
MARKETING
AUTOMATION
TOP RATED
AUTOMATION
- ALL AND
SMALL SIZED
#1 CATEGORY
LEADER IN
CONTENT
MARKETING
TOP SMALL
BIZ
MARKETING
PLATFORM
TOP RATED
MARKETING
ANALYTICS
ALL, SMALL,
AND MID-
SIZED
BUSINESSES
TOP LEAD
GENERATION
NUMBER ONE
APEX
PLATFORM
TOP RATED
CONTENT
MANAGEMENT
EDITOR’S
CHOICE FOR
EMAIL
MARKETING
LEADER IN
EMAIL
MARKETING -
MID-MARKET
NUMBER ONE
MARKETING
AUTOMATION
TOOL
TOP RATED
SALES EMAIL
TOOL - ALL,
SMALL, AND
MID-SIZED
BUSINESSES
LEADER IN
SMALL BIZ
TOP SALES
PRODUCTIVITY
LEADER IN
MID-MARKET
EMAIL
TRACKING
LEADER IN
SMALL BIZ
LEADER IN
MID MARKET
CRM
BEST CRM
FOR VERY
SMALL BIZ
TOP CRM
PLATFORM
LEADER IN
SMALL BIZ
CRM
TOP SMALL
BIZ CRM
NUMBER ONE
CRM
PRODUCT
LEADER IN
ALL SIZES -
CRM
TOP RATED
AUTOMATION
- ALL, SMALL,
AND MEDIUM
SIZED
CATEGORY
LEADER -
CRM
41. And then you integrate
your marketing data with
your sales data
manually, using an excel
file or google doc...
42. But do you know what is working and what is
not?
Can you make changes mid-campaign based
on sales ROI?
Can you identify which ads on which channels,
or which content you wrote, gave you your best
customers?
43. You spent $$$ and have ads running, or
you’ve been writing content to get SEO
- and leads coming in. Big Deal.
Now what?
44. What if you can
connect your ads
spend to your ROI?
52. ROI from Ads Takeaway
1. Life of a Marketer is easy(ier) when everything’s in one place
2. Your ads and content are most relevant and useful when directly sync’ed to your
CRM and sales data
3. Nurture, nurture, nurture!
4. You are saving time and making MORE money through automation and data-
based retargeting (personalization)
It’s an exciting time to be in business now for all of us.
We are in a new era of doing business, which is a result of two key reasons:
Introduction - Been with HubSpot for a year, really excited to be here today to share with you on how businesses today can grow better. How do you Grow Better? It’s interesting to note that it’s not about growing faster or bigger - but better. Because we believe that if you get the basics right and grow better, the rest will follow. What does that even mean for a business?
But before we get into the HOW, I want us to take a closer look at the WHY.
We are in a new era of doing business, which is a result of two key reasons:
how technology has changed how customers interact with us – livestream, livechat, FB messenger, etc. But this isn’t a talk about the dawn of the internet or how AI is going to take over our jobs and the world.
Because more importantly,
your consumers have also changed as a result of technology.
Tech has changed the way people interact, not just with friends and family, but with companies. We are now able to engage with brands on a 1:1 basis, and consume content in more ways than ever before. And this has changed the expectations of the consumer.
First of all, people today have higher demands, are more empowered and expect things to be easy and simple and fast.
90% of consumers surveyed by HubSpot consider an immediate response when reaching out to a company to be important, if not very important. This is quite hard for many of us to fulfil.
Secondly, they more skeptical. Way more skeptical. I means. since when were sales people trusted equally to marketers??! What has the world come to?! Businesses have to prove themselves trusty worthy again because trust is at an all time low.
Your marketing teams would be feeling this as it gets harder and harder to get results from ads. Because aren't going to trust what you say about your product or service. They are turning to the one resource they feel they can actually trust.
Which is of course, people. Other consumers - family and friends , your existing customers on online review forums, review sites and social media.
Your emails, your social media posts, ebooks, all these are helpful in educating up to a point but it’s reviews that will help them make their final decision. We can all easily think of examples of this in our own buying journey. I myself went through this just the other day.
Recently I’ve been planning to get some dental work done and as you know, going to a dentist in Singapore can cost you an arm and a leg! So I heard that Bangkok was known for medical tourism and offers high quality medical and dental services at a decent price..
I then started my research on Google by typing “best dentist in BKK”
One of the results on the first page that got my attention was an article written by an expat on tatsythailand.com and after reading through the article about his positive experiences and some recommendations in BKK, I wanted to research more about two dental clinics in particular – The Ivory Dental Clinic and Bangkok Smile
Then I went onto Google and FB to check out reviews on these two clinics..
Finally I went on to read more blog posts and individual reviews for both clinics and found that the customers from Bangkok were from overseas like myself, a lot of them have reviewed the clinic in English so made my research a lot easier compared to the other one - and most of them seemed to have had a great customer experience overall. – At this point, having done enough research - I have more or less made up my mind.
So, what I’ve just shared with you is a typical buyer’s journey where the decision was made based on referrals and excellent customer service.
What this story tells us, is that your customers are your best marketing channels.. your prospects may be attracted by your marketing campaigns, but word-of-mouth is really how your prospects are deciding if they should buy your products or use your services. That [a happy customer]’s what gets them across the line.
But businesses are falling behind on this trend, and this is the WHY businesses need to grow better.
Talk about challenges businesses are having - lack of visibility into what channels are working, or not optimizing their ad campaigns
This is the WHY businesses find a new way to grow better. It’s no longer enough to simply grow so how do they grow better?
With Inbound - some of you may not be familiar with the word inbound but inbound is an approach to doing business that puts your prospects and customers at the heart of everything you do. It simply means to attract, engage and delight customers with helpful information along the way in a more human and holistic way.
So our founders built a methodology to help businesses take advantage of these shifts and make the move to finding new customers online. That methodology is called inbound marketing, and it’s what you see here.
It starts with this idea of attracting the right people to your business online by creating content, optimizing it to get found through search engines, sharing it through social, maybe ads, to attract the right audience.
The rest of the methodology is about building the systems you need to turn that traffic into sales ready leads, put them in touch with your sales team at the right time, and give your sales team the context they need to have effective conversations.
So that’s a little bit of background on how we got our start. But let’s fast forward to 2017. Obviously a lot has changed. Today, most of the people I talk to are pretty smart... they know they need a strategy that is rooted in the online world. That’s a given in 2017.
The first is one that happens to a lot of smaller companies, even companies that are more tech savvy.
Off the bat, they might not have a lot of budget, they’ve tried a lot of low cost options that are out in the market, and the decide they’ll try to weave together their own growth stack from a lot of different pieces, a lot of different vendors.
At first, this sounds great. You get to have a lot of choice over what you use, you might be able to save some money... but a lot of teams quickly realize that the reality is quite different.
Some of those tools connect to one another, but some of them don’t. For the ones that do, some of the integrations are good, some of the integrations suck... they break, they need to be babysat, or they don’t do what they claimed to do. For the tools that don’t connect, the marketer needs to either spend time moving data between places, or be OK with the fact that there are silos of information about their customers in different places that they can’t make use of.
Feeling that pain leads a lot of teams to marketing automation. They see the value in consolidating down to a single set of tools that integrates with their CRM system. The problem is that marketing automation is just that - it’s marketing only. And if you dig a layer deeper, it’s an incomplete marketing system at that. Most marketing automation vendors don’t have anything at the top of the funnel. No way to create and share content. So again, a lot of teams end up turning to point solutions, especially at the top of the funnel.
We know that growing businesses don’t have the time, the money, the ops resources to weave together dozens of different tools. And they don’t need infinite complexity or customizability that a big consumer brand would need.
HubSpot aims to be the alternative. We want to give you the best parts of an all-in-one platform, but in a system that’s built for a growing business. It will never slow you down, it will scale with you over time, and you still get the benefit of choice, because we make it easy for you to connect the other tools you love.
Let’s take a look at the tools.
The sales and marketing funnel we all know and love. We’ve referred to the funnel at HubSpot for years, like most. There’s just one problem -
It puts the customer at the bottom. It treats them as an end point. Once we’ve got one, we go back to the top and find some more. We invest so much time, energy and focus in filling our funnel
We become customer eventually and once customers, we are no longer the priority.
It’s pretty obvious we prioritise sales and marketing over customer service.
The funnel might produce customers, but it doesn’t consider how those customers can in turn help you grow. It doesn’t recycle - it’s a very inefficient approach to how we spend our energy.
So if you want to grow better, you need to abandon the linear nature of the traditional marketing and sales funnel for one that reflects the nature of an ongoing relationship.
So we are saying goodbye to our funnel,
And hello to the flywheel. The flywheel gives us a new way to think about Growth.
Just imagine any wheel, the more energy you put to it, the faster it spins.
Flywheel represents a circular process where customers feed growth. With the flywheel, you use the momentum of your happy customers to drive referrals and repeat sales.
And here’s how Hubspot Platform approaches the Flywheel
---
Inbound keeps your flywheel spinning by aligning your teams to deliver, seamlessly, the three core stage of the Inbound methodology:
Attract
Engage
Delight
And here’s how Hubspot Platform approaches the Flywheel
Check out our lesson on the flywheel, free on the Academy.
and start thinking about it as a flywheel and you WILL make different decisions. Better decisions.
And that is how you’ll grow better.
Check out our lesson on the flywheel, free on the Academy.
Including companies in the Philippines like Ayala and SMDC
We are a flexible platform that easily integrates with other third party tools so long as they have open APIs.
Scott’s Graphic: https://www.screencast.com/t/xep2BaypRJv
We are a trusted brand in the industry with top-of-class 3rd party reviews from reputable sites like G2Crowd and TrustRadius.
Wins By Category
Email Marketing
G2 Crowd
Leader in General Grid
Leader in SB Grid
Leader in MM Grid
PC Mag
Editors Choice for Best email Marketing Software of 2018,
Sales Tools
G2 Crowd
Leader in General Grid
Leader in SB Grid
Leader in MM Grid
Trustradius
Top Rated (does not mean highest, it is a section of the graph) and lower research frequency on TrustMap for All sized and medium sized companies here.
Top Rated (does not mean highest, it is a section of the graph) and medium research frequency on TrustMap for small sized companies here.
Siftery
First Listed “Top Sales Productivity” Category
Second Listed “Top Sales Force Automation” Category
Second Listed “Top CRM Platforms” Category
Chrome Webstore
4.5/5 Stars
Gsuite Marketplace
4.7/5 stars
Finances Online #1
CRM
G2 Crowd
Second in General Grid (after Salesforce)
Second in SB Grid (after Salesforce)
Second in MM Grid (after Salesforce) - look best in this one
Software advice
Second Best CRM in the FrontRunners Quadrant powered by Gartner Methodology here (after Pipedrive, Higher Value Score but lower Capability Score)
TrustRadius
Top rated (does not mean highest, it is a section of the graph) and Low research frequency on TrustMap for All, Small and Medium sized companies here
Siftery
First Listed “Top Small Business CRM” Category
GetApp
Category Leader
Finances Online
#1 CRM Product
Business News Daily
Best CRM for very small businesses
Marketing Automation
G2 Crowd
First in Mid-Market Grid
First in Enterprise Grid
First in SB Usability Index
First in Enterprise Usability Index
First In Enterprise Relationship Index
First in Enterprise Results Index
TrustRadius
Top Rated (Actual top) and Highest Research Frequency on the TrustMap for All Company Sizes here
Top Rated (does not mean highest, it is a section of the graph) and Highest Research Frequency on the TrustMap for Small Business sizes here
IT Central Station
IT Central Station - Number 1 Marketing Automation Solution
Alignable
Most Trusted by Small Businesses in the "Marketing Automation & CRM" Category (350+ Reviews) - Ranked over Salesforce.
Siftery
First listed “Top Marketing Automation Platforms” Category
First Listed “Top Small Business Marketing” Category
First Listed “Top Lead Generation” Category
Blissfully
Top Marketing SaaS Product 2018 Annual SMB Report
Stackshare
Stackshare - #1 Marketing Automation tool (only out of four)
GetApp
#1 Category Leader in Marketing Automation by GetApp Top 25 Marketing Automation apps
PC Mag
Editor’s Choice Marketing Automation Software 2018
Discover Cloud
APEX player Marketing Automation
Finances Online
#1
All-In-One Marketing
TrustRadius
Top Rated (does not mean highest, it is a section of the graph) and highest research frequency on TrustMap for All, small, and medium sized companies here.
Website Builder
G2 Crowd
Second in General Usability Index (just after Squarespace)
First in General Relationship Index
First in SB Relationship Index
First in MM Relationship Index
Second in General Results Index
First in SB Results Index
Siftery
First Listed “Top Website Templates” Category
Web Content Management
G2 Crowd
First in SB Usability Index
First in General Relationship Index
First in SB Relationship Index
First in MM Relationship Index
GetApp
Highest rated in Content Management System
Marketing Analytics
Trustradius
Top Rated (does not mean highest, it is a section of the graph) and high research frequency on TrustMap for All sized and small sized companies here.
Top Rated (does not mean highest, it is a section of the graph) and second highest research frequency on TrustMap for mid sized companies here.
GetApp
#1 Rated marketing Analytics software
Content Marketing
GetApp
#1 Category Leader in Content Marketing
You can view impressions, clicks, leads, number of new contacts, and deals generated. You'll also see the data on your campaigns' spend, cost per new contact (CPNC), and ROI. The spend amount comes directly from the associated channel (Google AdWords or Facebook), while the ROI is calculated by HubSpot.
https://knowledge.hubspot.com/articles/kcs_article/reports/using-the-ads-campaigns-dashboard
You can view impressions, clicks, leads, number of new contacts, and deals generated. You'll also see the data on your campaigns' spend, cost per new contact (CPNC), and ROI. The spend amount comes directly from the associated channel (Google AdWords or Facebook), while the ROI is calculated by HubSpot.
https://knowledge.hubspot.com/articles/kcs_article/reports/using-the-ads-campaigns-dashboard
You can view impressions, clicks, leads, number of new contacts, and deals generated. You'll also see the data on your campaigns' spend, cost per new contact (CPNC), and ROI. The spend amount comes directly from the associated channel (Google AdWords or Facebook), while the ROI is calculated by HubSpot.
https://knowledge.hubspot.com/articles/kcs_article/reports/using-the-ads-campaigns-dashboard
https://knowledge.hubspot.com/articles/kcs_article/ads/create-facebook-ads-and-google-adwords-audiences-in-hubspot
On the left is targeting your ads to to people who have visited your website in the past.
On the right is a creation of a look-alike audience in Facebook ads based on your existing HubSpot list - both visitors and known contact list
How well are you retargeting? Costs more to acquire than to re-engage. ROI includes people that you already contacted via ads that you can later reconvert when they are more ready to engage.
Agenda Slide
Thank you.
Thank you.
And hello to the flywheel. The flywheel gives us a new way to think about Growth.
The more energy you put it, the faster it spins.
When you add energy it starts to spin. the more you add, the faster it spins. Flywheels represent a circular process where customers feed growth.
Unlike the funnel, the flywheel model breaks down silos, aligns teams, and brings focus to your best marketing channel - your customers and ensuring their success, which in turn helps you become a growth-focused business or an inbound business.
How? Well at HubSpot, we believe the better way is INBOUND
Most companies say they are customer obsessed
But in truth
most are really just self-obsessed. If you company writes cases studies, are those truly about your customers success, are your own?
IF you ask customers for feedback, is it just for appearances because you’re not actually doing anything with it, not changing to better the customer?
Most companies say they are customer first
But they really mean customer EVENTUALLY. Their intention is to have the customer at the forefront, but most of the time it falls to the bottom of the list in favour of more competing priorities - like net new revenue - which is crazy when it has become common knowledge that it’s cheaper to re-sell/up-sell to an existing customer than it is to acquire a new one.
Recently I’ve been planning to buy some new suits, the last time bought a suit was about 7 years ago and as you can see, they all don’t fit well! So I heard that Vietnam was famous for custom tailored suits at a great price. So…
I started my research where most start - on Google. I typed in “best suit tailor in Hanoi”
The first result I got was this article by Culture Trip and after reading through the article about different tailors in Hanoi, I wanted to research more about two tailors – Kitanoli and Anh Village Silk
Then I went to Tripadvisor two review these two tailors
Finally I read the individual reviews from both tailors and found that the customers from Kitanoli were from western backgrounds like myself, and got great customer service was excellent (if the fit wasn’t good, I could mail back and they would make the adjustments and send back!) – I had made my decision.
This is the buyers journey where the decision was made based on referral and excellent customer service
