We often talk about (and promote) inbound marketing as an effective means of generating qualified sales leads via content creation, social media and lead capture strategies. But that's only half the battle. Once you have qualified leads, you want to convert them to customers, hopefully loyal, repeat customers over time. Inbound marketing by itself doesn't do that. "Closing the loop" refers to exchanging information back and forth between sales and marketing, however that's defined in your company, in order to optimize lead-to-customer conversions. Here's how we accomplish closed loop marketing using HubSpot and Salesforce.com.
In case you're not familiar with HubSpot and Salesforce, HubSpot is the leading inbound marketing platform that incorporates content marketing, social media marketing, seo, lead generation and analytics under one roof. Salesforce.com is the leading online customer relationship management system (CRM). HubSpot has built-in integration with Salesforce, available in the Medium and Large packages. The first step is integrating the two platforms. Here is a step-by-step guide. You should become proficient at using both platforms using their excellent tutorials. Our sales and marketing team is already integrated, but if you have separate teams or departments, make sure that they are trained in using both platforms. This step will help your sales team understand the inbound marketing process and your marketing team will gain direct knowledge of the downstream sales process and the status of leads as they proceed through the sales funnel. Now that you've handled the nuts and bolts let's look at how we roll in closing the loop.
We have already seen tremendous benefits from integrating our sales and marketing process via HubSpot and Salesforce. In general we are seeing:
We will quantify these results in a future post as we gather more data.
What tools do you use to close the loop between sales and marketing?
We can help you with your closed-loop marketing via HubSpot and Salesforce.