1. Journey to the
Middle of the Funnel
Jeanne Hopkins
VP, Marketing @HubSpot

3. Journey to the Middle of the Funnel
1 10 Reasons Marketing Automation Fails
22 How Inbound Marketing Helps
3 Questions, Applause

4. MOFU

5. Marketing was
about
pushing
messages out.

6. Today it’s about
pulling
people in.

8. It doesn’t
1 serve the
recipient.

9. 2
It
worships
email.

10. 3 It’s not
value-
driven.

11. 4 It’s narrow-
minded.

12. 5 It ignores
existing
customers.

13. 6 It’s not
mobile-
friendly.

14. Blog
Social Email
Media
Paid
Referrals Other
Campaigns
7 It’s not
multi-
channel.

15. I miss jelly.
8 It’s not
enough on
its own.

16. 9
It can look
really bad.

17. 10 It’s too
sales-
driven.

18. CONNECTING
INBOUND
MARKETING
TO SALES
CONVERSION

19. Inbound Marketing

20. 35-50% of sales go to the
vendor that responds first.
Source: InsideSales.com

21. 66% of buyers indicate
“consistent and relevant
communication provided by
both sales and marketing
organizations”
is a key influence in choosing a
solution provider.
Source: Genius.com / DemandGen Report

22. Segmented emails
receive
50% more clicks.
Source: MarketingSherpa

23. Nurtured leads have
9% higher average
deal size
and 23% shorter
sales cycle
Source: Market2Lead

24. Email Marketing to Existing Leads
Leads to More New Leads

25. What to Measure: Quality Conversions

26. What to Measure: New Leads Generated

27. Reporting
27

28. WHY?
28

29. Blog Lead
Website Nurturing
Landing
Pages
Email Lead
Mgmt
SEO
Analytics
Social
Media

30. Blog Lead
website Nurturing
Landing
Pages
Email Lead Mgmt
SEO
Analytics
Social
Media

31. Visitors
Leads
Map Marketing Efforts to Every
Stage of the Sales Funnel
Customers

32. Visitors
Webinar: 12
Quick Tips to
Search Google
Like an Expert
Leads Blog Post: Think Like a
Publisher:
3 Tips to Generate
More Leads
Success Story: Software
Company Doubles Organic
Traffic and Grows Lead
Conversions with HubSpot
Customers

33. 1 MoFu
CRM Sync
DeDup
Lead revisit notification to SR

34. 2 MoFu
Import 50k
Import Custom
.cs
v
CRM Sync
DeDup
Lead revisit notification to SR

35. 3 MoFu
Import 50k
Import Custom
.cs
Social Media Match v
CRM Sync
DeDup
Lead revisit notification to SR

36. 4 MoFu
Import 50k
Import Custom
.cs
Social Media Match v
Segment
Segment Custom
CRM Sync
De Dupe
Segment
Lead revisit notification to SR

37. 5 MoFu
Import 50k
Import Custom
.cs
Social Media Match v
Segment
Segment Custom
Email 50k
Email images CRM Sync
De Dupe
10 Templates Segment
Scheduling
Mobile Social
Lead revisit notification to SR

38. 6 MoFu
Import 50k
Import Custom
.cs
Social Media Match v
Segment
Segment Custom
Email 50k
Email images CRM Sync
De Dupe
10 Templates Segment
Scheduling
Mobile Social
Lead revisit notification to SR

39. 7 MoFu
Import 50k
Import Custom
.cs
Social Media Match v
Segment
Segment Custom
Email 50k
Email images CRM Sync
De Dupe
10 Templates Segment
Scheduling
Mobile Social
Lead nurture lists Lead revisit notification to SR
>1 Nurture per lead
+1 Lead to campaign
Customize timing & freq
API

40. 8 MoFu
Import 50k
Import Custom
.cs
Social Media Match v
Segment
Segment Custom
Email 50k
Email images CRM Sync
De Dupe
10 Templates Segment
Scheduling
Mobile Social
Lead nurture lists Lead revisit notification to SR
>1 Nurture per lead
+1 Lead to campaign
Customize timing & freq
API
Salesforce Connector

41. 9 MoFu
B
.cs
v
CRM Sync
De Dupe
Segment
Lead revisit notification to SR

42. WHAT NEXT?
42

43. Next Gen MoFu

44. Next Gen MoFu

45. USER ACTIVITY
PERSONALIZATION

46. Next Gen MoFu
B
.cs
v
CRM Sync
De Dupe
Segment
Lead revisit notification to SR

47. Next Gen MoFu
B
.cs
v
CRM Sync
De Dupe
Segment
Lead Revisit Notification

48. Next Gen MoFu
B
.cs
v
CRM Sync
De Dupe
Segment
Personalize
Listen
Sales Alerts

49. Next Gen MoFu
B
.cs
v
CRM Sync
De Dupe
Segment
Personalize
Listen
Sales Alerts

50. Users, Usage & Conversion
Better
Users & Usage Personalization
Better Conversion Better Value
50

51. USER ACTIVITY
INBOUND
MARKETING
Kirsten EXPERIENCE
CUSTOMIZED
for Kirsten
f+ Facebook Follow Opt Out
Service Chat
Page Visits
Social
Favorites Mobile Activity Web
SMS
Tools & Apps
51

52. 52

53. 53

54. 54

55. INBOUND
MARKETING
EXPERIENCE
MIKE CUSTOMIZED
For Mike
f+ Facebook Follow
Purchase Hx
$
Email
Page Visits
Social
Webinar
Blog Sub Web
Mobile
Tools & Apps
55

56. Screenshot of Mike’s Amazon.com
homepage
56

57. Increasing Trial Usage
Lead Starts
15 Day Trial
1 Week Left IF
Welcome Email Not logged in
and
Not upgraded
IF
1 Day Left
Not logged in
7 Day Trial and
Reminder Email Not upgraded
1 Day Trial
Reminder Email

59. Joanne
Signed
Up!

60. IMAGINE
YOU CAN
DO THIS
FOR ANY
ACTION …

61. Why?
•Deal Speed
•Customer Retention
•Cross & Up-sell
•Low-Touch Support

63. Complicated Easy & Integrated
& Confusing

64. Thank
Thank you!
Thank you!
you! Thank
Thank you!
you!
Thank Thank
Thank you! you!
you! Thank
Thank you!
you!

65. THANK
YOU
Jeanne Hopkins
twitter.com/jeannehopkins
linkedin.com/in/jeannehopkins
jhopkins@hubspot.com
www.HubSpot.com