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#INBOUND14
HOW HUBSPOT SCALED SALES WITH SCIENCE AND SOCIAL SELLING
Mark Roberge
Chief Revenue Officer - HubSpot
@markroberge
SAFE HARBOR
This presentation contains forward-looking statements that are subject to risks and uncertainties. All statements other than statements
of historical fact included in this presentation are forward-looking statements. Forward-looking statements give our current
expectations and projections relating to our financial condition, results of operations, plans, objectives, future performance and
business. All forward-looking statements are subject to risks and uncertainties that may cause actual results to differ materially from
those that we expected. Any forward-looking statement you see or hear during this presentation reflects our current views with respect
to future events and is subject to these and other risks, uncertainties, and assumptions, and therefore are not guarantees of future
performance. You are cautioned to not place undue reliance on such forward-looking statements because actual results may vary
materially from those expressed or implied. All forward-looking statements are based on information available to HubSpot on this date
and HubSpot assumes no obligation to, and expressly disclaims any obligation to, update or revise any forward-looking statements,
whether as a result of new information, future events or otherwise.
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x Target prospects that are a good fit for YOU
x Cold call prospects with YOUR elevator pitch
x Push prospects through YOUR sales process
Listen for prospects starting THEIR buy cycle
Engage prospects with THEIR interests
Help prospects through THEIR buying process
Traditional sales teams put THEIR needs ahead of the customer
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I am a data geek.
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BETTER BUYING for Customers
using Context
FASTER SELLING for Sales People
using Data and Technology
SELL BETTER FASTER
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Modern Demand Generation
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How do YOU buy? Cold call? Cold Email? Google Search? Social Media?
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Inbound Marketing: Get Found When and Where
Prospects are Searching
BLOG SEO SOCIAL MEDIA
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“JOURNALISTS hold the keys to the future of sales and marketing”
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Create Your Content Engine
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1 eBook w/ LP / Month
Create Your Content Engine
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4
Blog Posts / Month
1 eBook w/ LP / Month
Create Your Content Engine
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4
Blog Posts / Month
FB Posts / Month
8
1 eBook w/ LP / Month
Create Your Content Engine
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4
Blog Posts / Month
FB Posts / Month
8
Tweets / month
16
1 eBook w/ LP / Month
Create Your Content Engine
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4 Blog Posts / Month
FB Posts / month
8
Tweets / month
16
1 eBook w/ LP / Month
Create Your Content Engine
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FASTER Lead Sourcing Using Technology
Available at www.getsidekick.com
Traditional Lead Sourcing FASTER Lead Sourcing with Sidekick
10 Minutes. 10 Clicks. 1 Lead Sourced 10 Minutes. 10 Clicks. 10 Leads Sourced
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Modern Sales Prospecting
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Traditional Sales Prospecting
“Hi Mark. This is John from XYZ Company. We help
sales executives streamline their closing process with
our state of the art electronic signature technology.
Are you free at 1 PM tomorrow to discuss?”
5/27 at 3 PM
#1
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“Hi Mark. This is John from XYZ Company. We help sales executives
streamline their closing process with our state of the art electronic
signature technology. Are you free at 1 PM tomorrow to discuss?”
5/29 at 2 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing
process with our state of the art electronic signature technology. Are you free at 1 PM
tomorrow to discuss?”
Voicemail #1: 5/27 at 3 PM
#2
Traditional Sales Prospecting
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“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of
the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #1: 5/27 at 3 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of
the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #2: 5/29 at 2 PM
“Hi Mark. This is John from XYZ Company. We help sales executives
streamline their closing process with our state of the art electronic
signature technology. Are you free at 1 PM tomorrow to discuss?”
6/1 at 4 PM
#3
Traditional Sales Prospecting
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“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our
state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #1: 5/27 at 3 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state
of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #2: 5/29 at 2 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state
of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #3: 6/1 at 4 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their
closing process with our state of the art electronic signature technology. Are you free at
1 PM tomorrow to discuss?” 6/4 at 3 PM
#4
Traditional Sales Prospecting
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Modern Sales Prospecting: Use CONTEXT
Research
Monitor and React
Modern Prospecting Approach
360 View of a Lead’s Context with Your Company
Available at www.getsidekick.com
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Research
Monitor and React
Modern Prospecting Approach
Social Media Website Email
Modern Sales Prospecting: Use TECHNOLOGY
Enable sales reps to monitor prospects’ activities
across social, web, and email
Available at www.getsidekick.com
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Research
Monitor and React
Modern Prospecting
Approach
HOW DOES
THAT WORK?
Modern Sales Prospecting: Use CONTEXT
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“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B
Lead Generation through Facebook. I took a look at your company Facebook
presence and had two quick ideas to run by you. I will email them to you now. Let
me if you would like to go over them.”
5/27 at 7 AM
#1
Modern Sales Prospecting: Use CONTEXT
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“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I
took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let
me if you would like to go over them.”
Voicemail #1 5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I found a case study of one of our
customers in your industry that increased their lead flow by 50% using Facebook.
I will email you the case study and am happy to walk you through their process
when you have a moment.”
5/29 at 6 PM
#2
Modern Sales Prospecting: Use CONTEXT
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“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a
look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you
would like to go over them.”
5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I found a case study of one of our customers in your industry that increased their lead flow
by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a
moment.”
5/29 at 6 PM
“Hi John. This is Mark from HubSpot. I actually ran your marketing grader report
side by side with the HubSpot customer in your vertical. The report yields a few
additional opportunities for lead generation in social media. I’ll email you the
report now and am happy to walk you through it.”
6/1 at 12 PM
#3
Modern Sales Prospecting: Use CONTEXT
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“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look
at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to
go over them.”
5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I found a case study of one of our customers in your industry that increased their lead flow by
50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.”
5/29 at 6 PM
“Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side by side with the HubSpot customer in your
vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am
happy to walk you through it.”
6/1 at 12 PM
6/4 at 10 AM
“Hi John. This is Mark from HubSpot. I have not heard back from you so I am going to assume
that generating more leads through social media in 2013 is no longer a priority. Call me
anytime if things change.” #4
Modern Sales Prospecting: Use CONTEXT
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(6.4 Million Sales Emails Analyzed)
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Which emails had a higher Open Rate? Emails with a Subject or No Subject?
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Which emails had a higher Open Rate? Emails sent on Monday, Friday, or Sunday?
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Try scheduling prospecting emails on the weekend
Available at www.getsidekick.com
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Modern Sales Prospecting: Leverage Data
LTV
/ C
OC
A
Attempt #
LTV
/ C
OC
A
* Data has been altered from actual HubSpot data for the purposes of this presentation.
Erin Leads All Leads Ollie Leads Ollie Leads
Attempt #
Enterprise
Small Business Mid Market
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Leave prospect voice mail
Copy and paste email template. Manually personalize.
Send prospect email
Log voice mail in CRM (3 clicks)
Log email in CRM (3 click)
Schedule next attempt (w/o SCIENCE) (4 clicks)
Leave prospect voice mail
Send prospect email. Template available in email
client and automatically personalized.
Voice mail auto logged in CRM (0 clicks)
Email auto logged in CRM (0 click)
Next attempt scheduled (w/science) (0 clicks)
FASTER Prospecting Using Technology
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FASTER Prospecting Using Technology
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Modern Prospect Engagement
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Set Sales People Up to be Thought Leaders
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“Modern sales feels more like a Doctor/Patient relationship than a Salesperson/Prospect relationship”
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Thank You!
Mark Roberge
Chief Revenue Officer - HubSpot
@markroberge