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5 Tips for Using HubSpot as a Partner Agency

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5 tips for using hubspot

HubSpot is a premier marketing and sales software platforms for inbound marketing. For HubSpot Partner Agencies, one of the main benefits is that, instead of having various marketing and software systems in place and having to switch between them all, HubSpot allows your business to have a one-stop shop for all of your marketing and sales needs.

However, migrating your existing website and software capabilities over to HubSpot can be tedious at times – albeit rewarding in the end. Once you’ve integrated HubSpot into your technology systems, you have their vast array of features at your disposal.

To help with this process, here are 5 tips for using HubSpot that we recommend for anyone starting out in HubSpot.

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Why You Need Fewer Leads…But More Marketing Qualified Leads

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graphic showing the changing roles of marketing and sales

Why Marketing Qualified Leads?

Although many marketers focus on increasing the number of leads, quite often marketers should be in fact aiming to have fewer leads. The key is that this smaller number of leads are Marketing Qualified Leads (MQLs), who are genuine sales prospects, instead of people who are curious but have no intent to buy.

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7 Attributes of a Lead Scoring Model

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Every company will have different ways of measuring a qualified  lead, yet there are a set of factors that you can use to map into a lead scoring model. Many marketing automations solutions like Eloqua, Marketo, Hubspot, Pardot, ShaprSpring and others have built-in lead scoring algorithms and pass this information into a CRM system like Salesforce and SugarCRM.

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These scores can be set up to deliver marketing qualified leads based on certain criteria and scores, helping sales teams accept the leads (Sales Accepted Leads) and focus their energies on the top prospects.

Marketing Automation and CRM are both important. We use Sharpspring technology for our small business retainer services to deliver inbound marketing programs and integrated marketing. Sharpspring includes an integrated CRM as well as API hooks into leading CRMs so it is great for small businesses. The life of the lead is a great way to see the flow of the lead through time and the lead scoring approach helps sales focus immediately on the top inbound leads.

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Prospect Qualification in the Age of Inbound Marketing

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Programs

I recently gave a presentation focused on collaborative qualification and have included the slidedeck here. 

We all know that the web and inbound marketing has changed the buy-sell cycle and that buyers are  well educated before they engage with sales. As a result, some argue that sales lead qualification is now less relevant as prospects are self-qualified on the web before ever engage a sales representative.

We believe that qualification remains an important element of the sales and marketing operating model and requires a new more collaborative approach.

  • Marketing must play a bigger role in deal qualification and provide better decision support for sales.
  • Sales must use a more consultative approach to deal qualification in order focus time and resources and to build win strategies.

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Lead Scoring in Act-On

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By John Nielsen

Lead scoring is the process of evaluating and assigning points to prospects and leads using marketing automation tools. Points are distributed based on the attributes associated with a qualified lead.  It is important to understand whom you are marketing to when managing a campaign, sending irrelevant content to your followers is a quick way to lose.  To make sure this doesn’t happen to you, below are a few tips one can easily follow to update your contact lists and help identify priority focus using lead scoring.

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10 Measures to Justify Marketing Automation

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We are often asked about the business case for marketing automation. In the end, it is a numbers game. There are plenty of operational advantages of course  – sales and marketing alignment, single solution replacing point solutions, etc. But, in the end, it is about revenue.

So how does marketing automation increase revenue?

Here are 10 (plus 1 bonus) metrics to consider and some volume impacts you might expect to get from well run marketing automation (and creative campaigns):

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