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
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- Allows you to create a page that gets people to like your page
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