Hubspot Inbound Conference 6 of 9

Posted on September 22, 2015 by Kristy Pauloski

Sales and Marketing Alignment- Don’t listen to the Marketing Consultants, presented by CMO of SmartBear, Bryan Semple.

marketingsales

Bryan Semple, CMO of SmartBear Software, walked us through how he aligns his entire organization with sales and revenue, how the process is measured, and the terminology and nomenclature used to discuss success and failure.

  1. Meet with sales and marketing every week to discuss results and new ideas.
  2. Understand all the ratios/metrics and the rationale behind each one.
    • Compare quarters to quarters and years to years.
    • Measuring each and every step of the buyers journey is more important for marketing than knowing if they end up in a closed deal.
  3. Shift the discussion to revenue and find out what is working vs. what is not.
  4. Discuss what the number of leads you should be sending to inside sales per week are.
    •  What is marketings contribution to revenue?
    • Marketing should be sending leads to inside sales every day
  5. Align sales and marketing terminology within your organization.
    • What behavior does sales want to see from prospects before they call on them.

Overall, organize operational. 

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Hubspot Inbound Conference 5 of 9

Posted on September 21, 2015 by Kristy Pauloski

relationshipsThe Power of Two: How to Leverage Relationships to Triple Your Lead Flow (for Free!) by Lisa Toner of Hubspot.

“When spider webs unite, they can tie up a lion.” Why is marketing trying to do it all on their own? Why not leverage other companies to work on getting leads and creating a partnership or marketing relationship that compliments your brand.

Relationship marketing is when two entities work together to create marketing that targets your mutual audience to achieve your goals.

Successful co-marketing relationships need:

  • The right partner- find a company that understands what you do and one that is an easy company to work with
  • Great communication
  • A solid execution and promotion plan
  • Two-way relationship- each partner needs to feel equal in their relationship

Understand your buyer personas. What do they like? What do they need? What is the profile of the company most likely to buy your product? What/who triggers them to think about your company?

Three R’s to help you leverage your marketing relationships:

  • Reach- how big is your audience
  • Resonance- how engaged is your audience with your brand
  • Relevance- how relevant is their need to your company, are these leads likely to become customers

Build relationships to build your company.

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Hubspot Inbound Conference Recap 4 of 9

Posted on September 18, 2015 by Kristy Pauloski

inbound-boston-russThe Relevance Imperative: B2B The Way It Should Be, Presented by Russell Glass from LinkedIn Marketing Solutions.

B2B buyers are taking a random walk around the internet in hopes of finding products or services related to their business needs, at the same time, marketers are hoping they will get in the way of that random walk.  For every 100 people that show up on a website only 5 convert, or make them self known.  Only 20% of people who have opted in to emails actually open them because they find the information not relevant or interesting to them.

The solution: Create lasting experiences. 

The five trends for helping create those experiences and get moving are:

  1. Relevance in mobile becomes reality- 50% of unique visitors are mobile visitors
  2. Brands leverage data to be relevant with better content and experiences- What are the experiences I want to create and what technology do I need to do this?
  3. Technology is unlocking a vast nurturing opportunity- Ability to track behavior and know exactly what they are looking for through white papers, case studies, fact sheets.
  4. We’re getting better at predicting success- Who are my customers who will lead to the success of my company?
  5. The fusion of advertising and marketing technology

Be relevant early. Be relevant on and off the desktop. Be relevant to known and anonymous audiences, wherever they travel online. 

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