1. Leveraging HubSpot Enterprise To Grow Your Agency Services VARs Should Provide
#VARFormable

2. Agenda A new 5-Step Inbound Marketing Methodology
Services VARs Should Provide
Some Unique Offerings for Special Cases
Marketing These Services
Resources & What’s Next

3. 5 Step Inbound Marketing Methodology
Attract Traffic
Convert Visitors to Leads
Convert Leads to Sales
Turn Customers into Repeat Higher Margin Customers
Analyze for Continuous Improvement

4. Agenda A new 5-Step Inbound Marketing Methodology
Services VARs Should Provide
Some Unique Offerings for Special Cases
Marketing These Services
Resources & What’s Next

5. Convert Visitors to Leads
A/B Testing with Advanced Landing Pages
Video:

6. Convert Visitors to Leads
Dynamic Content Setup in Advanced LPs
Geographic Targeting via IP
Pass Parameters in Query String from PPC
More:

7. Convert Visitors to Leads
Optimize Conversion Rate by Traffic Source by with Landing Page Variations by Source

8. Convert Leads to Sales Behavior-driven, multi-channel lead nurturing
Video:

9. Convert Leads to Sales Behavior-driven, multi-channel lead nurturing
Set up events (views, clicks, conversions, custom)
Set up behavior chains (Potential sequence of events a lead triggers)
Create content used for nurturing based on behavior chains
Create messages to send for lead nurturing
Video:

10. Convert Leads to Sales Sales & Marketing Alignment Services
Creating definitions of MQLs and SQLs and generating more of each
Improving sales productivity by helping client’s salespeople time sales calls and determine questions and messages
Creating and Tracking Against SLAs (MQL, SQL)
Creating messaging for salespeople to use that is consistent with marketing positioning.
Advanced content to support the sales process
Webinars: x

11. Turn Customers to Repeat Customers
Prevent Churn, Track LTV and Repeat Purchases
Use lead nurturing and advanced analytics to increase repeat purchases, upgrades, cross-sells.

12. Analyze for Continuous Improvement
Identify the events, content and traffic sources that lead to results.
Source & Explanation:

13. Agenda A new 5-Step Inbound Marketing Methodology
Services VARs Should Provide
Some Unique Offerings for Special Cases
Marketing These Services
Resources & What’s Next

14. Build Integrations with Other Systems
Trigger events from other systems
Internal systems, trials, ecommerce systems
Mobile apps
Social media sites: Linkedin, facebook
Surveys and other data sources
Trigger messages and customization from advanced nurturing
Send messages via social media
Customize web interfaces

15. Specialize in SaaS Businessses
Nail the Terminology: LTV, COCA
Understand how trial and product usage drives COCA down and LTV up
Understand how event tracking and behavior based lead nurturing improves trial and product usage

16. Specialize in Ecommerce Businesses
Convert more visitors into opt-ins earlier in buying cycle via advanced landing pages
Nurture opt-ins to sale
Nurture abandoned shopping carts
Use reverse funnel analysis to determine sources of traffic and the lead nurturing that works
More:

17. Agenda A new 5-Step Inbound Marketing Methodology
Services VARs Should Provide
Some Unique Offerings for Special Cases
Marketing These Services
Resources & What’s Next

18. Market in Context of Your “Process”

19. Lead with Business Value
Source:

20. We Should NOT Be Afraid to Compete w/…
Marketing Automation
Demand Generation
Lead Management
Revenue Performance Optimization
Etc, etc.

21. We Should Update & Redefine the Opportunity …
Marketing transformation: Creating new marketing growth, not automating the past.
Multi-channel beyond website and into social mobile and internal systems.
A much broader feature-set and more comprehensive marketing process
More advanced analytics for continuous improvement
An open platform that integrates with other software and enables custom development, with a thriving ecosystem of application developers
Going bottom up aggressively. Not trying to water down solutions for SMBs.

22. Agenda A new 5-Step Inbound Marketing Methodology
Services VARs Should Provide
Some Unique Offerings for Special Cases
Marketing These Services
Resources & What’s Next

23. Use the Forums We’ll post updates and to-do’s.
You should respond when you do something, or when you get stuck.
If you have product setup questions, call support HubSpot

24. Let’s Start Talking About this Stuff

25. This is Our Chance to Lead the Industry!

26. See You Next Wednesday