Measuring Marketing to Drive Sales Success – Mark Roberge – Hubspot – #IMS11

  • Conflicts between sales and marketing departments
  • Use Science Not Gut to Determine Sales-Ready Leads
    • What is a good lead?
    • SEO -> Visitors -> Leads -> Customers
    • Use regression analysis to predict success of leads
    • They have a statistical analysis of what is a good lead
  • Hold Marketing Accountable to Lead Quality and Quantity
  • Predictability of when marketing is bring in sales leads is critical to success
  • Use Science, Not Gut to find Optimal Attempts Per Lead
    • Did study to show how many calls convert leads to actual sales
  • Takeaways
    • Use science as much as possible
    • Train the teams
    • Implement the process
  • Let Inbound Marketing Feed Marketing Automation
    • Inbound marketing decreased cost of acquisition by 60%
  • If you call the lead within the hour, you’re more likely to be successful
  • Action items
    • Use inbound marketing
    • Ensure you are replenishing your email list at least 30% of your email every year
    • Automate filtering and make sure inbound leads are called right away
  • Correlation between social media and search rank
    • # of Facebook Shares is influencing your search
  • New Hubspot Welcome Tool
    • Allows you to create a page that gets people to like your page