0 to Acquired in 6 Steps - New York HubSpot User Group
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The New York City HubSpot User Group (HUG) is hosted by SmartAcre, Inc. and meets at convenient locations across New York City. It allows marketing and sales professionals, inbound marketers, and anyone interested in marketing technology to share expertise, collaborate on ideas, and gain the necessary knowledge to advance their digital skills.
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0 to Acquired in 6 Steps - New York HubSpot User Group
- 1. 0 to Acquired in 6 Steps An AlchemyAPI Case Study Sonya Hansen Program Director, WW Demand Gen
- 2. SONYA HANSEN @sonya_hansen Past lives include: • VP of Marketing, AlchemyAPI (now IBM) • Customer Marketing, inContact (NASDAQ: SAAS) • Sr. Manager, Field Marketing, Rally Software (now CA Technologies)
- 3. Long Story Short… Goals • Trial Users • Generate Revenue • Attract a Buyer Challenges • Accelerate lead gen & funnel flow • Improve lead-to-sales process • Better segmentation • Reduce time-to-market • Improve visibility • Demonstrate market leadership
- 4. 4 How we went from 0 to acquired in 6 steps with inbound
- 5. S l o w down to speed up
- 7. Step 1: Align to company goals Why do you exist? What is the end goal? What value do you provide? Who are your customers? What do they want?
- 8. Get Started with a Focus Canvas • Timeframe • Our Meaning Beyond Money • Why We’re Different • The Value We Provide • What We’re Trying to Accomplish • Who Our Customers Are • How We’re Helping Them • What’s Important Now
- 9. Step 2: Perform a marketing audit What drives people to your company now? Which tactics are performing best? Worst? What’s missing completely?
- 11. Step 3: Know your buyer Leverage your current customer list Use social media Don’t spend too much time on this!
- 12. becomes Research from: • Current customers • Analyst reports • Linkedin profiles • Customer interviews • Trial user demographics • And more…
- 13. Step 4: Start! Pick something. Content, nurtures, anything Get your marketing automation on point. Don’t do it all yourself. You don’t scale.
- 14. Build Thought Leadership to Generate Leads
- 15. Use Marketing Automation to Your Advantage Tips & Tricks • Have a plan • Include your whole company • Take the time to do training • Pick one campaign to start • Learn by doing
- 16. Step 5: Test your journey Connect the dots. Think like your customer. Test, test, test.
- 17. How Inbound Works Sentiment analysis api Developer Brandon wants to understand how consumers feel about his company. He Googles it.
- 18. Search Online
- 19. Brandon tries the demo and gets a free trial. Grab that Lead
- 21. Pass to sales
- 22. Step 6: Review and optimize If it can’t be measured, it didn’t happen.
- 24. + Results • 90% faster go-to-market • 20% increase organic traffic • 1 week HubSpot ROI • 2 week blog migration • 64 new workflows in 6 months • 90,000 trial users • Acquired by IBM in Mar 2015
- 26. SONYA HANSEN Follow me on Twitter: @sonya_hansen Connect on Linkedin: https://www.linkedin.com/in/sonyahansen56 Email me: sonya.hansen56@gmail.com
- 27. Step 1: Align to your company’s goals • Moz Blog: How to Align Your Entire Business with Your Marketing Strategy Step 2: Perform a marketing audit • Hubspot Blog: How to Run a Simple Audit to Fix the Gaps in your Marketing • Hubspot Download: The 3 Step Marketing Audit • Hubspot Template: SWOT Analysis Cheat Sheet Step 3: Know your buyer • Hubspot Blog: How to Create Detailed Buyer Personas [Free Template] • Hubspot Webinar Series: Marketing Personas That Tell a Story Step 4: Start • Hubspot Blog: Editorial Calendar Templates Resources
- 28. Resources Step 5: Optimize the journey • Kissmetrics Blog: How to Optimize your Site for Every Stage of the Buying Cycle • MarketingLand Blog: How to Optimize your Content for Each Step of the Buyer’s Journey Step 6: Inspect and adapt • Marketo: The Definitive Guide to Marketing Metrics and Analytics • Check out: • Google Analytics • Kissmetrics • Heap Analytics