Jeanne Hopkins, VP of Marketing, HubSpot presented at MassTLC's marketing analytics summit on 04/26/12

1. Search Engine
Optimization
Blogging &
Social Media
Lead
Generation
Lead
All-in-One Management
Marketing Software
Email &
Automation
Marketing
Analytics
1

2. Define Your Funnel Stages
Visits
Leads / Inquiries
Marketing Qualified Leads
Sales Qualified Leads
Opportunities
Customers

3. Visits

4. Leads

6. White Bread Leads

8. Wheat Bread Leads

9. Customers by Marketing Source

10. Computing the Marketing SLA
MQL Type Average MQL to Value per
Revenue / Customer MQL
Customer Close %
Whitepaper $160,000 1.0% $1,600
Webinar $100,000 1.5% $3,000
Online Demo $150,000 2.0% $3,000
Tradeshow $125,000 1.0% $1,250
Contact Sales $110,000 10.0% $11,000

11. Marketing Dashboards
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx

12. Marketing Dashboards
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx

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

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

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

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

17. Sales SLA