An Introduction to HubSpot · HubSpot Sales brings useful information about the contacts and...

Journey To Marketing AutomationAn Introduction to HubSpot

Sarah Coish, Vision33, Inc.

June 18, 2019

Internal | SAP Employees and Partners OnlySMB Innovation Summit 2019

2Confidential: Released for Partners© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ

What is Marketing Automation?

The Marketing Journey – Where Are You?

Our Journey

Introduction to HubSpot

Where to Go From Here – Next Steps

Agenda


Marketing automation refers to software that exists with the goal of automating

marketing actions. Many marketing departments have to automate repetitive tasks such as

emails, social media, and other website actions.

The technology of marketing automation makes these tasks easier

(HubSpot definition)

What Is Marketing Automation?


It isn’t ‘turn it on and walk away’ software.

It isn’t magic.

It isn’t a lead machine.

What Marketing Automation Isn’t


• Ask yourself why are you interested in Marketing

Automation software?

• Is it to make YOUR life easier or YOUR CUSTOMERS and

PROSPECTS?

• What are you currently using to support your marketing?

Asking The Big Questions

Where Are You On The Journey?


The Marketer’s Journey

From Funnel to Flywheel

Classic Marketing Funnel

▪ Out comes a customer

Marketing Flywheel

▪ The customer at the center of

everything you do

Marketing Hourglass

▪ Focus more on customers to get

referrals and more business

Our Journey


• Email Automation – Constant Contact

• Hosted Web Site

• Hosted Landing pages

• Google web analytics

• Individual social sites for posting

• Separately hosted blog updated monthly

• Multi-disciplinary marketing team all in different systems

• All running separately and not communicating with each other

Our Journey Began…

Introduction to HubSpot


The HubSpot Growth Stack

HubSpot

MarketingHubSpot

SalesHubSpot

CRM

BRING YOUR TEAM, TOOLS,

AND DATA TOGETHER, ALL IN

ONE PLACE.

HubSpot Marketing is everything

you need to increase traffic,

convert leads, and prove ROI –

backed by a team that helps you

grow.

SELL IN AN EFFICIENT,

MODERN, HUMAN-FRIENDLY

WAY.

HubSpot Sales brings useful

information about the contacts

and companies you interact with

right to your inbox. Time saving

productivity tools help you sell in

an efficient, modern way.

THE-EASY-TO USE FREE CRM

SYSTEM YOUR SALES TEAM

WILL LOVE.

Say goodbye to manual tasks

and confusing features. HubSpot

CRM is a real, free CRM system

that organizes every detail about

your contacts and customers in

a single place.


BLOGGINGPublish relevant, engaging, conversion-

optimized content with tools that speed up

creation, keep formatting consistent, and make

it easy to optimize for search.

LANDING PAGESLaunch landing pages that look perfect across

devices, add forms optimized for completion in

one click, and automatically change content

based on who’s viewing your page.

EMAILCreate stunning email templates, automatically

personalize subject lines and content for each

recipient, and run A/B tests to improve open

rates and click-throughs.

MARKETING AUTOMATIONLet your leads find their own

path to purchase to close more deals. With

marketing automation, you can use each

lead’s behavior to tailor emails, content, offers,

and outreach at scale.

CRMAccess each contact’s information and see

every interaction you’ve already had. Use this

data to create hyper-targeted campaigns that

close more deals.

ANALYTICSGain insight into your entire

funnel to see which marketing assets are

working the hardest, and to show how marketing

impacts the bottom line.

WEBSITEDrag and drop your way to a

responsive, SEO-friendly, and fully integrated

website. Save your best designs as templates to

launch pages even faster.

SOCIAL MEDIAMonitor brand mentions and

relevant conversations, track

engagements automatically, and schedule

your socials posts to be published when the

right people will see them.

SEOFind high-traffic keywords,

then optimize your blog posts, landing pages,

and website with as-you-type SEO suggestions,

and measure your impact with

integrated tracking.

CALLS-TO-ACTIONDesign CTAs visitors can’t help but click, know

who clicks which CTAs, and measure

performance

to optimize click-through rates over time.

ADSTrack the ROI of your Facebook, AdWords, and

LinkedIn advertising with precision and

accuracy, and stop struggling to justify your paid

ad spend.

SALESFORCE INTEGRATIONBi-directional sync with Salesforce means a

record of every email open, CTA click, and

form submission is at your fingertips. Use this

data to score leads and

create segmented lists.

HubSpot - The All-in-One Marketing Software for Your Entire Team


▪ Team – how many people in your organization have marketing responsibilities?

▪ Customers – how are you communicating with your customers? Where does your customer data reside?

▪ Channels - Are you creating your own content? Do you have resources to write and maintain a blog? Do you

have a compliant email list? Do you have a message? Do you have a marketing calendar?

▪ Automate with a goal – know why you need marketing automation? If building a case for it to your CEO, how

will it make life easier? How will things get done faster? And most importantly – how will it help you convert

more leads or better support customer relationships

▪ Analysis – do you have the time and resources to analyze data?

Key Considerations for Marketing Automation


▪ Not looking at real time metrics (data at your fingertips and people still don’t use it)

▪ Not working enough on good reporting for what you need (that’s nice data…but what does it mean)

▪ Giving people too much or not enough visibility

▪ Thinking that human input is no longer needed – this is just a platform, your message/tone/brand is human

and needs to be there for success.

▪ Not putting the right workflows and touch points in place at the right places

▪ Thinking you have no accountability for anti-spam now that you have a respected system

▪ Not enough Sales buy-in – need the buy-in or the data that is in there will be wrong/outdated/missing.

Biggest Mistakes I See Companies Make

Where To Go From Here?


If you don’t have the right resources, time and strategy in place – marketing automation won’t yield

better results than you have right now.

Key Fact To Remember


Start small – take the first step. Build your business case.

▪ What does your marketing plan look like and your content strategy?

▪ Who is your audience and where are they? Buyer personas.

▪ What are you trying to achieve and WHY? Trying to gain more traffic, convert more visitors, strengthen

customer relationships. What is your goal? Start with 1 or 2 – not everything. Overwhelm.

▪ What does your marketing resourcing look like? Do you have the resources to really use the system?

▪ Know your buyer’s journey

▪ What does your budget look like? Not just the software cost. Cost of resources to learn and use. HubSpot

inbound conference. Data cleansing/appendage costs.

Where To Go From Here – Questions to Ask Yourself


• Marketing Is a Journey, Not A Destination

(so is your marketing software)

• Acknowledge the steps you have taken

forward (we can’t do ALL the things)

• Get clarity on what you’re trying to

accomplish and WHY

• Set some key goals for the 2H of this year

• Make a plan and ensure you have the

time and resources in place for success

• Determine if marketing automation is right

for your journey right now.

In Summary

Thank you.

Contact information:

Sarah Coish

Director of Marketing, Vision33

709.722.7213

[email protected]

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