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How to sell the Hubspot Marketing Communication System

Tue, Mar 12, 2013 @ 01:50 PM / by Chuck Lohre posted in Marketing Communications, Inbound Marketing, Blogging and Blog Content Creation, CRM - Customer Relationship Management, CMS - Content Management System

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Today, a whole new set of online media needs to be managed for effective marketing communications.

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Hubspot's tools make marketing communications management possible for marketing departments while educating them on Internet marketing communications best practices.

Several months ago we were asked to quote a client a Content Management System (CMS) and a Customer Relationship Management (CRM) system together. We had never been happy with the CMS systems we had worked with and tried to teach clients how to use. The content creation and management were done in small windows separate from the look and feel of the web site we were editing. The clients just didn't find editing intuitive. Glitches in management of photos and sizing photos made some systems even more aggravating. We were aware of the most common customer database systems but they weren't part of content editing.

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With all the buzz about Marketing Automation, it made sense to bring content and customer relationship management together. Marketing Automation tracks an Internet user around the web and markets to them while monitoring their interest in a product or service. Once they have reached a certain level of interest, person-to-person contact is made. The salesperson is armed with the potential customer's needs and interests.

Just like any group looking for technology, we searched the Internet for CMS and CRM! After a pretty amazing webinar, we scheduled a conference call with one provider and learned that the starting package was well into six figures. Our client was looking at a five-figure budget. But we didn't find Hubspot searching on either of those topics. We found out about them from their Facebook advertising and email newsletters.

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Hubspot really practices what they preach. Educate the customer until they have no other choice but to purchase your product. At first, we were interested in their competitive marketing analysis, but began to learn about everything else they integrated:

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  • Content management
  • Customer database
  • Integrating social media
  • Email marketing
  • Blogging
  • Best practices for Internet marketing

We were sold and immediately signed the agency up for a partner account to resell Hubspot. First, we streamlined our site for migration, which took about two weeks. The site was reformatted exactly so we went live right away.

Then, we got down to the real work of simplifying, adding Calls-To-Action and starting a marketing communications blog. We are committed to posting two 600-word blog posts per week. Our strategy is to write about each of our core services. After several blogs on each service we will add them together to create a valuable enough document to entice visitors to provide their contact information. After we're done with one cycle, in about a year, we'll start all over again updating our content.

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The great thing about Hubspot for us is that it has verified things we were already doing. Offering educational content in exchange for contact information. Industrial companies have been doing this for decades. Manufacturers always wanted to know where their technical specifications and detailed articles were being distributed. Those leads are evaluated and distributed to their sales reps.

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We have always been prolific bloggers and social media contributors, but Hubspot has taught us how to focus those resources to encourage and measure how visitors are interacting with our sites. And that's exactly how to sell Hubspot. Clients want to blog, use social media and integrate visitor's information to nurture the sales process. So in the end, Hubspot will sell itself if you just make sure to give the client a taste of each of the features. Whether it is motivating an employee to post to or edit a blog; making pages easy to edit; or having the sales force manage a customer contact list for email; the client will understand the capabilities immediately.

To learn more about how to take it to the next level, you may want to read our blog post How To Realign Your Marketing Communications with Sales.


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How To Realign Your Marketing Communications with Sales

Wed, Jan 30, 2013 @ 09:15 AM / by Chuck Lohre posted in Marketing Communications, Marketing, Blogging and Blog Content Creation, Trade Show, Sales and Marketing Presentations, Conference Programs, CRM - Customer Relationship Management, Trade Show Banner Stand, Trade Exhibit Modular Displays, Website Design, Business to Business Marketing, B2B Marketing, B2B Advertising, Business to Business Advertising

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It's time to re-evaluate available media. Does this sound famillar?

  • Magazine ads seem like a questionable investment when the last issue was 24 pages.
  • Everyone's looking for information on the internet but how do you choose what works?
  • Trade shows seem like a good idea but you met more exhibitors than customers the last time.
  • Email is inexpensive but does everyone delete and filter as much as you do?
  • Last week you got more robot calls than real calls?

"One study, by Marketing Management Analytics (MMA), finds that just 7 percent of finance executives are satisfied with their companies' ability to measure marketing ROI."

Eloqua's report shows the following:

  • 80 percent of CEOS say they don't really trust the work done by marketers;
  • 80 percent say marketers are too disconnected from financial realities;
  • 78 percent believe marketers lose sight of generating quantifiable customer demand;
  • 74 percent want marketers to become 100 percent ROI-focused.

Cutting costs and improving product and service to customers rules B2B manufacturing services today. Sales managers are asking what it's going to take to get the work, identifying specific companies and contacting them personally. Do the same with your marketing and you'll be making the right decisions.

Make 2013 the year you align your marketing communication with sales.

To do this you will need to integrate your media with your contact management system to prove ROI.


 

Digital Literature can give you insight into its performance and ROI.

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I don't know about you, but I like to read the paper on my computer now. Easier to navigate, more color photos, video and related links make the experience so much better. Try to do that with your company brochure. Al Gore's new ebook "Our Choice" is a great example of beautiful, dense information that's fun to view and interact. Graphic design tools are available to layer data and make one chart show several different sets of related information. Video is included as well as amazing high definition images and global positioning. You don't have to do any more than what works for your communication problem. These new marketing tools do communicate and they are measurable.


Better Internet Marketing Communications will give better ROI than excessive banner ads and ad words.

Google Marketing Communications

It's the search engines' job to find what you are looking for. They are getting very good at it with the integration of local position information, your search history and your network friends. Here are some questions to ask yourself if internet marketing investment is right for you:

  1. Are your buyers/prospects using search to identify potential suppliers/providers? Is your knowledge or experience a key component of your product or service delivery?
  2. Are you spending a ton of money on banner ads and pay per click? Maybe you would be better to focus on education and not advertising.
  3. Are you an early adopter or sell innovation?

Trade Show Marketing Communications

Industry Professional Associations and their Trade Shows are always a home run.

Circling the wagons and combining forces with others in your industry is one way to get back in the groove. Non-profit industrial trade groups that offer everything from education to lobbying are still strong. You'll have to get involved to benefit but that's social media that does work.

Usually the season centers around the industry association show, submit a technical paper, invite your customers, add them to your contact management system at the show and remember it may take up to eleven touchpoints after the show to make a sale.

 


A Customer Relationship Management (CRM) system is the key to good email marketing communications.

Trade your content for their email on your site. If you don't have valuable content, blog until you can combine several into a worthy document. Only send email to those that have requested it.


The telephone still works, leave a voice mail.

This is the best introduction to a new account. With the free Salesforce database you can get the phone number for anyone. Call and leave a polite message that specifically addresses a prospect's needs. Don't call if you aren't looking at their website. Follow up with a personal snail mail.


The perfect content management and customer relationship software

2013 will be the transitional year for marketing communications because the software needed to realign marketing with sales has finally come down in price. Give us a call, we'd be happy to share our successes.


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Chuck Lohre's AdVenture Presentation of examples and descriptions from Ed Lawler's book of the same title - 10 Rules On Creating Business-To-Business Ads

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