Slides from the September 12th Inbound Richmond | a HubSpot User Group meet up. This is a combination of a few highlights from presenters at Inbound 2012 and some of the new updates in the HubSpot3 platform release.

1. Will the real
Fab Five please
stand up
Richmond Inbound Marketing |
a HubSpot User Group
September 12, 2012

2. A Few Highlights From Inbound 2012 1
Getting The Most Out of 2
Upcoming meetups & topics 3

3. TRIVIA QUIZ

4. Q:

5. Q:

6. 1991 Michigan Freshman Class 2012 US Olympic Team
• Jimmy King • Jordyn Wieber
• Juwan Howard • McKayla Maroney
• Chris Webber • Alexandra Raisman
• Jalen Rose • Kyla Ross
A:
• Ray Jackson • Gabrielle Douglas

8. 5 Content Tracks

9. How To Become an
Inbound Marketing Ninja
in 5 Easy Steps
Matt Kilens, Manager of Customer Training, HubSpot

10. 88%
of US internet users ages 14+
will browse or research products
online in 2012.
- US Digital Media Usage report, eMarketer

11. 5
steps
1. Goal Setting
2. Traffic Generation
3. Conversion
4. Nurturing
5. Analyzing

12. Social Media
50% Your Content
50% 3rd Party Content

13. Mobile in an Inbound
Marketing World
Jeanne Hopkins, CMO, SmartBear

16. www.howtogomo.com

17. A Marketer’s Guide:
Grading and Marketing
Leads
Meghan Keaney Anderson, Product Manager , HubSpot
Annie Schirmacher, Consulting Team Manager, HubSpot

18. Did you know?: 61% of B2B
organizations have not segmented
their sales funnel

20. Ask yourself these questions…
1. What problems are your prospects
trying to solve?
2. What type of content is your
prospect attracted to?
3. What does your prospect get out of
interacting with you?
4. Who else influences your prospect’s decision?

22. 2. Define the funnel

24. Define the Funnel
Top of the funnel
Questions they have Content you provide
• How do I…? • Best Practice Examples
• What’s the best…? • Templates
• Should I…? • Idea Posts
Indicators they’re ready to move on to the next stage.
• Sign up for demo
• Visit your pricing page
• Download multiple offers
• Request more information

25. Define the Funnel
Middle of the funnel
Questions they have Content you provide
• How can you help? • Case studies
• Do I need this? • Decision tools
• What can I expect? (ie ROI calculator)
• What do I need to consider? • Results analysis
• Demo/Trial
Indicators they’re ready to move on.
• Several talks with sales
• Decision makers brought in
• Final proposals

27. 3. Develop a lead
scoring system

28. The old lead scoring

30. The new lead scoring
Possible scoring fields
Contact info
Location
Email activity (or lack of)
Custom fields
Visits, Page Views, Clicks…..

31. 4. Hone your lead
follow up

33. Why you get Fired
Julie Devaney, Manager of Account Management, HubSpot

46. A few reasons
• They bought but were they bought in?
– Terms
– Strategy
– Objectives
– Activity
– Results
• Did you became an order taker
• You didn’t qualify hard enough
– Your skills / their needs
• You didn’t connect the dots
– Bringing them full circle
– Discussing what’s next and not next
– And Why

48. The Seven Deadly Sins of
Landing Page Design
Tim Ash, CEO of SiteTuners

49. 1. Unclear Call-to-Action

50. BEFORE AFTER

51. BEFORE AFTER

52. 2. Too many Choices

54. 3. Asking for too much
information

55. BEFORE AFTER
+51%

56. The rest
4. Too much text
5. Not keeping promises
6. Visual distractions
7. Lack of trust

58. www.hubspot.com/3

59. www.hubspot.com/3

60. 1. Mobile

61. 2. Smart CTA

62. 3. Smart Fields

63. 4. Social

64. 5. Workflows
(the artist formerly know as Lead Nurturing)

66. Upcoming Meetups
• November 14th
• January 23rd
• March 27th
Check the microsite
www.RichmondInboundMarketing.com
Resources, Blog Content, Other Marketing Classes
& Meetups in the area
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