This presentation will help you understand the services and processes that forward thinking marketing firms are providing to help their clients nurture more of their inbound leads into qualified, warm, sales-ready leads. You'll learn a 5 step process to help clients turn more leads into sales, including: 1. Building Strategic Re-useable Content Assets 2. Nurturing Leads with Email 3. Scoring and Tracking Lead Engagement and Interests. 4. Improving Sales Productivity by Providing the Right Data to Sales 5. Getting data and feedback from sales to improve ROI of all marketing activities.

1. How to Help Your Clients Generate More Sales-Ready Leads
Partner Program Webinar Series
January 2010
Peter Caputa IV
Partner Program Manager
Twitter: @pc4media
pcaputa@hubspot.com

2. Your Participation, Feedback, Questions are Welcome
• This webinar is for prospective and current HubSpot
Partners/Resellers.
• Please use the GotoMeeting Chat to ask questions.

3. Agenda
• What is HubSpot?
• Before You Can Help them Convert More
Leads into Sales…
• The Expansion of Marketing’s Role into
the Sales Funnel
• 5 Steps to Converting More Leads into
Sales
• Should you Become a HubSpot Partner?

4. What’s HubSpot?
• Inbound marketing software + training
• Over 2,000 customers in 2 years
• 110+ employees
• Doubling investment in software w/
new funding round of 16M

5. Proven ROI, Industry Recognition
Case Studies
Cilk Arts Increases Leads 500%, Makana Solutions
3x Leads, 2x Conversions
www.HubSpot.com/ROI
Awards
http://www.hubspot.com/internet-marketing-awards
Press
http://www.hubspot.com/blog

6. We Wrote the Inbound Marketing Book
“Should You Buy the Book? Yes. Get this book. You’ll get a
roadmap of what to do. No matter what kind of business you have --
the public is increasingly going online. On the Web they are looking for
products and services to buy; reading reviews and recommendations of
other people; and becoming part of online communities that increase
their loyalty to the businesses that create such communities. Inbound
Marketing will help you put it all together”
- Anita Campbell, Small Business Trends
www.inboundmarketing.com/book

7. Inbound Marketing Methodology
Process Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
Get Found • Analytics
Convert Convert
• Test • Offers / CTAs
• Target Convert • Landing Pages
• Nurture • Email
• Lead Intelligence
• Lead Mgmt
• Analytics

8. Agenda
• What is HubSpot?
• Before You Can Help them Convert More
Leads into Sales…
• The Expansion of Marketing’s Role into
the Sales Funnel
• 5 Steps to Converting More Leads into
Sales
• Should you Become a HubSpot Partner?

9. Determine their Challenges, Goals, Needs
http://www.hubspot.com/partner-program-designing-custom-inbound-marketing-proposals/

10. Assess Inbound Marketing Effectiveness
http://www.hubspot.com/partner-program-lead-generation-webinar/

11. Is Their Website Preventing Their Success?
http://www.hubspot.com/Partner-Program-Designing-Websites-for-Lead-Generation-Webinar/

12. Set Priority Based on Assessment & Goals
More Traffic?
More Leads?
Better
Leads?

13. Set Priority Based on Assessment & Goals
More Traffic?
More Leads?
Better
IF Leads? THEN…

14. Agenda
• What is HubSpot?
• Before You Can Help them Convert More
Leads into Sales…
• The Expansion of Marketing’s Role into
the Sales Funnel
• 5 Steps to Converting More Leads into
Sales
• Should you Become a HubSpot Partner?

15. Past: Outbound Sales & Marketing
List Purchased
Marketing
Direct Mail
Cold Calling
Qualifying
Sales
Presenting
$

16. Future: Inbound Sales & Marketing
Traffic: SEO, Blogging, Social Media, PPC
Marketing
Lead Conversion: Compelling Offers,
Landing Pages, Calls to Action
Lead Nurturing: Segmentation,
Email , Webinars, Blogs
Pre-Qualified Leads
Passed to Sales: Scoring,
Intelligence, Alerts
Final Qualifying
Sales
Presenting
$

17. Inbound Marketing Produces Sales Ready Leads
Outbound Funnel Inbound Marketing Funnel
Marketing Activities

18. Need: Generating High Quality Leads
Generating high-quality leads 69%
Marketing to a lengthening sales
39%
cycle
Creating perceived value in 'cutting
37%
edge' product benefits
Generating a high volume of leads 35%
Marketing to growing number of
33%
people in the buying process
Generating public relations 'buzz' 33%
Competing in lead generation across % challenged
27%
multiple media
0% 20% 40% 60% 80%
Source: MarketingSherpa B2B Marketing Benchmark Survey 2009
Methodology: Fielded April 15-20, 2009, N=1,147

19. The Market is Ready!
% using this practice
Use CRM system to manage lead
66%
process
Have system for rating 'qualified' and
55%
'warm' leads
Measure lead generation contribution to
54%
revenue
Collaborate with sales to define sales-
52%
ready leads
Have a process for nurturing leads not
47%
sales-ready
Closed-loop tracking from source to
39%
conclusion
Have a process for handing leads back
31%
to marketing
0% 15% 30% 45% 60% 75%
Source: MarketingSherpa B2B Marketing Benchmark Survey 2009
Methodology: Fielded April 15-20, 2009, N=1,147

20. Agenda
• What is HubSpot?
• Before You Can Help them Convert More
Leads into Sales…
• The Expansion of Marketing’s Role into
the Sales Funnel
• 5 Steps to Converting More Leads into
Sales
• Should you Become a HubSpot Partner?

21. 5 Steps: Converting More Leads into Sales
1. Building Strategic Re-useable Content Assets
2. Nurturing Leads with Email
3. Scoring and Tracking Lead Engagement and
Interests.
4. Improving Sales Productivity by Providing the
Right Data to Sales
5. Getting data and feedback from sales to improve
ROI of all marketing activities.

22. Step 1a: Building Compelling Offers
• Are the Offers Compelling?
http://blog.hubspot.com/blog/tabid/6307/bid/4793/Are-Your-Compelling-
Offers-Actually-Compelling.aspx

23. Step 1b: Are Landing Pages Well Designed?
• Landing Page Basics
http://www.hubspot.com/marketing-webinars/optimizing-landing-pages-for-lead-
generation-webinar-archive/

24. Step 1b: Are Landing Pages Well Designed?
• Landing Page Examples from Partners
http://services.hubspot.com/landing-page/

25. Step 1c: Are Calls to Action Well Designed?
• See Examples Done by Other Partners
http://services.hubspot.com/call-to-action/

26. Step 1d: Monitor Conversion Rates
• Quantity vs Quality
• Stage of the Funnel?
• Different Needs & Buyer Personas

27. Step 2: Lead Nurturing through Email. Why?
Email Lead Nurturing is an automated way of educating a prospect
through a series of emails customized to their needs and interest:
• Sales lead expert, Mac McIntosh, found that six months after inquiring
about a product or service, 67% indicated that they still intended to buy
but they were not yet ready.
• SiriusDecisions says web-based marketing initiatives will drive more
than 70% of inbound leads by 2015, growing from 55% of leads in 2009.
• According to Forrester Research, companies that excel at lead nurturing
are able to generate 50% more sales-ready leads at 33% lower cost per
lead.
• According to CSO Insights, companies that excel at lead nurturing have
9% more sales reps make quota, and enjoy a 10% shorter ramp up time
for new reps.
• According to DemandGen Report, nurtured leads produce a 20 percent
increase in sales opportunities versus non-nurtured leads.
• According to Tippit, only in the last third of the buying process do buyers
want to engage with sales reps.

28. Step 2a: Structuring Your Lead Nurturing
Campaign Around Buyer’s Needs & Interests
Lead Nurturing Campaign
Email #1 - How to Use Twitter
Email #2 - How to Promote Your Blog
in Social Media using HubSpot
Email #3 – How to Monitor Social
Media using HubSpot
Email #4 – Set up a Free Trial

29. Step 2b: Define a Sales Ready Lead
What makes a lead more sales ready
for your client?
Particular conversion event (consultation request)?
Multiple conversion events (2 or more)?
Particular data (VP Finance title)?

30. Step 2c: Churn out More Reusable Content
What great content should your clients
use for lead nurturing?
Content they already have!
•Blog posts
•Webinars
•Whitepapers
•eBooks
•Case studies
•Podcasts
•Newsletters

31. Step 2d: Set up Different Types of Lead
Nurturing Campaigns
Lead Desired
Initial
nurturing action (2nd Send to sales
conversion
campaign conversion)
Related case
Whitepaper study + call to Demo
Send to sales
download action for live request
demo
Series of blog
articles on
Webinar related topic Demo
Send to sales
registration + call to request
action for live
demo
Series of
articles + Conversion A
Whitepaper
calls to action or Send to sales
download
to identify Conversion B
interest

32. Step 2e: Build Sequences of Emails

33. Step 2f: Measure & Improve Click Through Rates

34. Step 3: Lead Scoring & Intelligence
Scoring
Lead Intelligence

35. Step 4: Focus on the Most Interested Prospects
• Higher Scores = More Engaged
• More pages viewed
• More conversions
• Create CRM Views for sales people

36. Step 4: Start Conversations that are Relevant
• Give information to salespeople that
helps them start or re-engage prospects
with relevant questions and messages.

37. Step 5: Close the Loop by Analyzing
Effectiveness of Every Marketing Channel
• Measure traffic, leads and SALES that
result from each marketing activity and
campaign.
Customers
Acquired

38. Agenda
• What is HubSpot?
• Before You Can Help them Convert More
Leads into Sales…
• The Expansion of Marketing’s Role into
the Sales Funnel
• 5 Steps to Converting More Leads into
Sales
• Should you Become a HubSpot Partner?

39. Why HubSpot Wants to Partner with Service Providers
• We Make & Sell Software & Training that Most of
Your Clients Need
• Many of Our Customers Need & Want Coaching &
Services
Customers
1+1=3
Marketing
Service
HubSpot Exchanging Value Providers

40. Start Learning by Doing with the Partner Program
• Watch the partner program launch webinar. (Currently being
updated to reflect new pricing, products and partner margin share.)
• Partners get special access to extended free trials.
• Contact Pete Caputa w/ questions about your trial.
http://www.hubspot.com/partners

41. How Agencies Benefit from Partnering with HubSpot
• Serve Clients Better. Efficiently
Level of Importance to You
• New Revenue from New
Services
• Growth from Exposure &
Referrals
• Direct Revenue from HubSpot

42. We Want to Help You Grow Your Business…
"Our agency is on pace to grow 130 – 150% this year…
Obviously there is demand in the market for these
services that will likely increase as HubSpot's profile
does. I don’t know if we could build a profitable model
around Inbound Marketing services without HubSpot.”
-Paul Roetzer | President, PR 20/20
Watch the case study:
http://bit.ly/ZjGs1

43. How we Plan to Support Our New Partners
1. Extended Free Trials for You, Your Clients
2. Access to Inbound Marketing
Methodology
3. Partner Training Curriculum Delivering
Inbound Marketing Services.
Cost to Partner with HubSpot: Your Time

44. Learn the Value of the HubSpot Software
• Start a 30 day free trial for your
website. http://bit.ly/99SOv or client:
http://bit.ly/7bENS
• Gives you access to
http://success.hubspot.com

45. How we Plan to Support Our New Partners
1. Extended Free Trials for You, Your Clients
2. Access to Inbound Marketing
Methodology
3. Partner Training Curriculum Delivering
Inbound Marketing Services.
Cost to Partner with HubSpot: Your Time

46. Learn the Value of the HubSpot Software
• Start a 30 day free trial for your
website. http://bit.ly/99SOv or client:
http://bit.ly/7bENS
• Gives you access to
http://success.hubspot.com

47. Supplemental Slides

48. Lead Nurturing in Lead Manager
• Individual lead nurturing details
• See what campaign they received, when the emails
were sent, if they clicked on any of the emails, if they
opted out or if their email bounced

49. Lead Nurturing in Form Manager
• View what campaign a form is associated with

50. Lead Nurturing in Landing Page Manager
• View what lead nurturing campaigns a landing
page is associated with
• Live in the next couple of days

51. Lead Nurturing in Form Builder
• You can associate a from with a lead nurturing campaign
in form details when you are setting up the form

52. Lead Nurturing in the API Settings

53. SFDC Integration

54. Lead Import