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1
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5 5
STEPS to Establishing
an Effective
Sales & Marketing
methodology #SalesMktg
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Your Presenters:
Linda Crawford EVP & GM of Sales Cloud @Salesforce
Mike Volpe CMO @HubSpot
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Identify what matters to sales & marketing
Define shared metrics for sales & marketing
Align sales & marketing on common goals
Build social into your sales & marketing strategy
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Today’s Agenda:
Connect the dots between various lead stages
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IDENTIFY WHAT MATTERS TO SALES AND MARKETING
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CUSTOMER
x
Customer Is the Center of Your Universe Whatever goals you set for sales & marketing, ensure the customer is happy.
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Top Corporate Objective: Revenue
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Ensure that your revenue growing efforts are aligned across Sales & Marketing.
Grow Top of
Funnel
Upsell to
Customers
Shorten Sales
Cycle
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Product Releases
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Ensure that both Sales & Marketing are aware of product releases.
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Competitors
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Take a streamlined approach to the competition.
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Brand Awareness
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You are part of the same company—so act like it!
YOUR BRAND Company
news & PR successes
Presentation templates, branding colors
Benchmark data and company stats
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ALIGN SALES & MARKETING ON COMMON GOALS
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Use Dashboards
Frequent Public Transparent
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Marketing Dashboards
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
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Marketing Dashboards
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
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Workable New Leads Dashboard
* Data has been altered from actual HubSpot data for the purposes of this presentation
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Sales Manager Dashboard
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Pipeline Metrics
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Converted Lead Record
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My Open Opportunities
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Opportunity Record
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What to do
when things
go WRONG?
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Rely on Data, Not Emotions
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Monthly Reports
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DEFINE SHARED METRICS FOR SALES & MARKETING
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Define Key Metrics
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Identify the metrics essential for sales & marketing success.
The # of new leads
you bring in.
The # of leads you qualify
for sales follow-up.
The number of leads who
convert into customers.
Sales
Pipeline
Leads
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Marketing Tackles the Top of the Funnel
OWNED BY
MARKETING
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Track Leads Across Different Sources
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Measure traffic and leads that your marketing channels are driving.
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Track Leads by Campaign Measure how many leads your campaigns are driving by channel.
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The Handoff Point
OWNED BY
MARKETING
OWNED
BY SALES
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Contact who downloaded an ebook on lead gen,
company is 200-1,000 employees & in North
America.
A contact at a company in the US who filled out the
form to request a sales demo or started a trial.
A contact at a company whose role makes him/her
a decision maker, e.g. a VP or Director.
Examples of Marketing Qualified Leads:
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Is the contact a primary decision maker?
Do they have a defined project?
Do they have a budget?
Do they have a defined time frame?
Examples of Sales Qualified Leads:
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Create a Lead Score
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Track the # of Marketing Qualified Leads
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Track progress on these same marketing qualified events.
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Computing the Marketing SLA
MQL Type Average
Revenue /
Customer
MQL to
Customer
Close %
Value per
MQL
Whitepaper $160,000 1.0% $1,600
Webinar $100,000 1.5% $3,000
Online Demo $150,000 2.0% $3,000
Tradeshow $125,000 1.0% $1,250
Contact Sales $110,000 10.0% $11,000
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Sales Converts Opportunities into Customers
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OWNED
BY SALES
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Opportunities
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Track # of New Customers Generated Ensure that your marketing efforts are bringing in new customers.
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Heritage Environmental Services HubSpot & salesforce.com customer
As a longtime user of Salesforce, we were THRILLED when we discovered the INTEGRATION tool.
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CONNECT THE
DOTS BETWEEN
DIFFERENT LEAD
STAGES
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Drive Traffic to Landing Pages with Calls-to-Action
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This is the first stage of lead generation.
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Start by Filling the Top of Your Funnel
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Generate leads through top-of-the-funnel offers.
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Create Robust Workflows
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Use marketing automation to nurture your leads.
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Push Leads Down the Sales Funnel
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Invite contacts to convert on product-centric offers and qualify them.
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Notify Sales After Action Was Taken
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If your contact was interested in getting more product information, this is a warm lead.
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Pass Information into salesforce
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Integration between marketing software and CRM platform.
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Social Contacts
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Ensure Complete & Accurate Contact Info
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Lead Gets Marked as Opportunity
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9
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Close the Loop
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Use your closed-loop analytics to track how many customers were generated.
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BUILD SOCIAL INTO YOUR SALES & MARKETING STRATEGY
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SOURCE:
MCKINSEY
GLOBAL
INSTITUTE
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LISTENING ON SOCIAL
IS ESSENTIAL
IMAGE SOURCE: ELYCEFELIZ
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You Need to Listen & Engage in Real-Time
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Social Media Monitoring & Engagement
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BUT SHOULD
ALSO ACT
IMAGE SOURCE: highersights
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Add a Social Layer to Your Marketing
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Add Social Media to Your Landing Pages
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Add Social Media to Your Emails
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Add Social Media to Your Blog
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Within Presentations & Text-Based Content
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Track Performance of Social
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How Do You Build Social in Sales?
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Taking Collaboration to the Next Level
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Collaborating Across Teams to Win Deals
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FireRock HubSpot & salesforce.com customer
HubSpot’s Integration with salesforce enables us to contact leads almost IMMEDIATELY after they have visited our website. It allows us to speak with potential clients when they are MOST INTERESTED in our product, and most likely to make purchase decisions.
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Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Email &
Automation
Marketing
Analytics
Lead
Management
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Find out how
HubSpot can help
you take your
inbound marketing
to the next level.
WWW.HUBSPOT.COM/DEMO
Get your
custom
demo
today.
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THANK YOU.