Last week, HubSpot CEO Brian Halligan hosted a webinar to share his advice on what marketers need to do to prepare for a killer 2011 and how inbound marketing should fit into their strategy. It’s getting close to the New Year, and we all know that once January rolls around, our sales teams are going to be clamoring for a batch of fresh, new leads. The good news is that, at HubSpot, we have some great marketing tools to help you get prepared for the surge in demand that the New Year will bring. HubSpot prides itself in being a comprehensive, all-in-one marketing tool, but we wanted to highlight a few tools Brian talked about in his webinar and how they can help your company become a more efficient marketing machine in 2011.
1) Landing Pages – One great thing about the HubSpot software is that users can crank out a landing page with just a few clicks of a button. There is no programming experience necessary, and users don't need to call up their IT guy to make changes. Because of this, any marketing decisions that are made can get implemented immediately. This ability to put thoughts into actions quickly also allows marketers to test their various strategies in order to focus on the ones with the best results in the shortest amount of time possible.
2) Lead Intelligence – In the age of social media, businesses that make a personal connection are king. The ability to easily collect information on a landing page is great, but HubSpot allows businesses' “SMarketing” (sales and marketing) team to take this one step further. With HubSpot’s Social Media and Lead Intelligence tools, sales reps are equipped with intelligence about which web pages prospects have visited on their company's site. They can also glean contact information about that prospect from Twitter, LinkedIn, and Facebook, allowing reps to be better prepared with an understanding of the potential customer’s wants, needs, and how they might be able to help them.
3) Lead Notification – Not only does technology allow us to know more about each other than ever before, but it also allows us to react and communicate with each other more quickly. Although sometimes you may want to shut out the rest of the world, the reality is that people know we are connected and thus expect a quick response. HubSpot’s Lead Notification and Prospect Tracking is a simple tool that notifies users whenever a lead returns to their site. A lead coming back to the same site a couple of times in the same day may be an indication a sales rep should give them a call.
4) List Manager – Another tool that allows marketers to establish a more personal relationship with prospects is the List Manager tool. If a company offers a wide range of products, the list manager allows for the easy creation of lists segmented by specific criteria (e.g. which form a lead converted on) in order to personalize emails and offers toward a specific lead's needs.
5) Lead Nurturing – Working hand-in-hand with List Manager, HubSpot’s Lead Nurturing application saves marketers a ton of time by allowing them to automate much of the nurturing process. Once a user has decided what a specific segment of leads might be interested in, that user can create a series of emails that will be sent at designated time periods (e.g. 1 day, 3 days, 10 days, etc.) after conversion. This gives prospects access to information and resources they might find useful and make them more ready to buy even before they're contacted in person by a sales rep.
Photo Credit: Steve Jurvetson
Missed Brian's webinar? Don't worry -- you can still download the recording!