All-In-One Inbound Marketing Software. An overview for Active International

Transcription

1 All-In-One Inbound Marketing Software An overview for Active International

2 Recap of Active s Goals In talking with Shelley Pringle we unearthed a few pressing needs and the corresponding goals that Active will need to address this year in order to build a more effective marketing and sales program. The following proposal will walk through how HubSpot software can answer the stated needs and support Active s sustained growth through inbound marketing. Generate more web traffic among target audiences Convert web visitors into sales leads and nurture leads for sales readiness Analyze marketing results and manage ongoing, continual improvements If at the end of the proposal you have any unanswered questions or would like advice on your purchase decision, please feel free to reach out to me directly at: Dan Kamyck, dkamyck@hubspot.com, o: , m: Overview of HubSpot HubSpot s all-in-one software brings your whole marketing world together into one integrated system. HubSpot software can help your company get found online by quality leads, nurture those leads to drive more conversions, and measure the effectiveness of your marketing with analytics that connect directly to the bottom line. HubSpot software includes: Search Engine Optimization Blogging, Social Media, and Content Management Landing Pages, A/B Testing, and Conversion Forms Lead Management, and Marketing Automation Multichannel Marketing Analytics Integrations with CRM systems and other 3 rd party platforms. An ever-expanding marketplace of apps and services.

3 Search Engine Optimization Optimize your content so leads can find you. Specific Use Case for Active Increase organic search traffic and reduce paid search expenses. Ensure that Active is among the top results for important keyword searches Keywords The first step in getting found online is understanding what terms people are using to search for your products or services. The best keywords are relevant to your business, searched often, and non-competitive. HubSpot's Keywords tool helps you develop a list of hundreds of potential keywords and identify the best terms for you to use to optimize your site. HubSpot will even give you recommendations about how to optimize your keywords. Get keyword recommendations and view their success at generating leads Find out what keywords you re ranking for and track your progress over time. See what keywords your competitors rank for and how they compare to you. Group your keywords by campaign, and track metrics for each group. See the effectiveness of your keywords over time Get recommendations on how to optimize your best keywords and find alternatives on keywords that aren t working.

4 Link Grader The most critical factor to getting high ranks in search engines is the number of high quality domains that are linking into your website. Each link into your website acts as a "vote" that tells the search engines your site is reputable. Link grader provides you with information about: See what sites are linking to yours and the value of those links. What sites are linking to yours, The relative authority of that site, The anchor text used, and Whether you've gotten traffic or leads from that link. Page Grader Page Grader assesses how well each page of your site is optimized, making it easy for you to fine-tune pages to get top-visibility for specific keywords. Page Grader shows you: Get clear instructions on how to further optimize pages on your site. What needs to be fixed to improve search engine optimization on your webpages. How many ranked keywords are included in the page. What sites are linking to your pages.

5 Blogging and Social Media Attract leads with useful and engaging content Specific Use Case for Active Increase traffic and improve search engine optimization Understand how social media efforts are contributing to the bottom line HubSpot s Blogging Tool Blogging is one of the most under-rated business tools available. Businesses that blog that post daily generate four times more leads than those that post weekly or less. HubSpot s world-class blogging software makes it easy to create content that will help your business get found in search engines, better engage prospects, and generate leads. Because blogging takes time, you want to be sure that you re getting the most value possible out of it. HubSpot s blogging tool makes that easier. Blogging Tool Features As you type advice on search engine optimization and best practices. Get dynamic, as-you-type advice on how to improve your posts based on blogging best practices. Benefit from built-in search engine optimization Make formatting easier with the WYSIWYG toolbar Turn readers into leads with the call-to-action tool Auto-publish your posts to social media Get in-depth analytics on your readership, comments, and inbound links. Analytics so you know how your blog is contributing to the bottom line

6 Social Media Monitoring Keep track of mentions of your company, competitors and relevant keywords across social media networks. Simultaneously follow Twitter, Linkedin, and Facebook among others. Reply directly from your HubSpot portal. Track mentions of your company, competitors & keywords online Social Media Publishing HubSpot enables you to automatically push content from your blogs out to social media networks. Your readers can also use share and follow buttons on any of your pages to organically spread your content. In addition, HubSpot s social media sharing app allows you to bulk schedule and send tweets without leaving your portal. Bulk schedule tweets for multiple accounts Social Media Measurement See your social media reach and understand how many leads are due to social media traffic. Use social media analytics to understand where to most effectively invest your time and marketing dollars. Then see a list of leads who were acquired through social media and send them targeted communications. See the number and names of leads generated through social media

7 Landing Pages and A/B Testing Easily create landing pages and measure their effectiveness over time. Specific Use Case for Active Easily deploy marketing-centric landing pages designed to convert visitors into sales leads Build and expand your marketing database without requiring daily IT support Landing Pages and CRM integration No more waiting for your IT department or website manager to process your request for a new page or lead capture form. HubSpot s landing page tool makes it easy to create landing pages with customizable lead capture forms, auto-response s and thank you pages. No code required -- just drag, drop and type. Features include: Integration with CRM systems for closed-loop marketing Understand how your marketing campaigns are contributing to the bottom line. Connect HubSpot to Salesforce, SugarCRM, Highrise and other CRM systems and see the connections between marketing efforts and sales. Conversion rate analytics Track traffic sources to your landing pages as well as conversions on your pages. Find out what offers are doing best and easy report on your success. Track the conversion rate and leads generated from your landing pages One click landing page import and A/B Testing Available in HubSpot Enterprise package is the ability to import your existing landing pages with one click and easily conduct A/B testing to measure the effectiveness of different variations. in your pages.

8 and Lead Nurturing Warm up your leads with valuable and targeted communications. Specific Use Case for Active Use one system to maintain contact at scale with all segments of marketing/sales leads Optimize marketing and sales alignment to shorten sales cycles and improve sales velocity Made Easy Use HubSpot easy-to-use WYSIWYG editor to create your own basic HTML s, or create your own customizable HTML templates. Create, test, send s in moments and pull data directly into your marketing analytics. Import Your Existing Lists Already have a list of contacts from an excel spreadsheet, your existing provider, or your CRM system? You can import those contacts - up to 50 thousand at a time -- into HubSpot today and start nurturing your contacts and converting leads. Analytics Track open rates, CTRs, and conversions. See how effective your campaigns are at driving leads. 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. Lead Nurturing Research from Gleanster notes that 50% of qualified leads who come through your website are not ready to buy. HubSpot s lead nurturing tool enables you to send a cadence of customized s to new online leads easing them through the decision process and improving your lead-tocustomer conversions. Move Leads Across Campaigns To be effective, lead nurturing has to be flexible. If leads convert on a given , the lead nurturing tool can automatically remove them from that campaign and add them to a new, more relevant campaign. Set Custom Timing & Templates With HubSpot, you can schedule s up to one year in advance and set preferred time intervals between s in lead nurturing campaigns. You can also create up to ten templates to choose from when drafting your s.

9 Lead Scoring Know which leads are most likely to convert into sales Specific Use Case for Active Provide to sales only the leads which you know are ready for a sales call Automate lead nurturing rules so that incoming leads are nurtured and pre-qualified in real time Available to professional and enterprise level customers, HubSpot's Lead Grader automatically rates leads based on their likelihood to close. With the lead grader you can customize your lead scores and pull that data directly into your CRM system and HubSpot lead files. Just determine the optimum score that qualifies a lead for your sales team. (There is not a maximum value for the total number of points you can assign a lead. However, we recommend sticking within the range.) If a particular activity commonly denotes a bad lead, such as leaving the company field empty in a form, you can deduct lead points by putting a negative number in the point value textbox. Lead Grader gives your sales team valuable lead quality data so they can focus their effort on leads that are a good match for your offerings and convert more of those leads into sales.

10 Marketing Analytics Measure and report on the true value of your marketing HubSpot's software tracks all of your marketing activities and automatically generates rich reports so you can spend less time waiting for your pivot tables to load, and more time doing real marketing. Reports in HubSpot analytics include: Closed Loop Reporting: Tie your leads back to a specific marketing initiative. Website Analytics: Analyze your web traffic and see what sources are generating leads. Blog Analytics: See what posts are having the greatest impact and develop the right blogging strategy for your audience Social Media Measurement: Understand how social media is contributing to your bottom line. Reverse Funnel Analytics In HubSpot Enterprise, see which pages and interactions are most influential in driving purchases. Pay-Per-Click Analytics For an additional $25/month, you can track the number of customers attained through pay-perclick campaigns through an app developed for HubSpot in the App Marketplace. Each month, HubSpot will even you a summary report of all you marketing activities to help with internal reporting and presentations. See a sample of the See a sample monthly report

11 Integrations No more fragmented views of your marketing strategy CRM Systems Salesforce, Sugar CRM, Highrise Microsoft Dynamics, ACT!, Netsuite ecommerce Magento, Shopify, and more Social media Facebook, Twitter, Linkedin, Google+ Billing Systems Recurly, Chargify Help Desks Zendesk, Assistly Chat Systems Olark, Campfire Mobile SMS and Apps Service Providers Mailchimp, Constant Contact, Campaign Monitor, Silverpop And more App and Service Marketplace An endless supply of supports and tools that grow as your company s needs do. The HubSpot App Marketplace is a place where 3rd-party applications are available for HubSpot customers to install and use. The Service Marketplace includes a diversity of HubSpot certified service providers you can trust. By bringing all of these tools and services together, HubSpot aims to create a central place where marketers can access everything they need to make smarter marketing decisions, attract and convert quality leads and evaluate their ROI. Apps and Services in the marketplace include: Zerys Content Marketplace blog writers for hire. A blog idea generator PPC measurement tools Webinar integration tools And more

12 About HubSpot Founded in 2006 in Cambridge, Massachusetts, HubSpot, Inc. offers an all-in-one marketing software platform that has helped more than 6,500 companies in 45 countries increase the number of visitors to their websites and convert more of those visitors to leads and customers. HubSpot is backed by investments from Sequoia Capital, Google Ventures and Salesforce.com and continues to win awards for its inbound marketing approach, customer service and product.