Leveraging HubSpot Enterprise To Grow Your Agency Services VARs Should Provide #VARFormable 10-11-2011

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 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

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

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

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

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

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

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

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

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.

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

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

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

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

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/

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

Market in Context of Your “Process”

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

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

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.

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

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

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