SLCHUG Event - Feb 23 2017 - Marketing and Sales Automation

#SLCHUG Good morning

#SLCHUG

Agenda• Welcome • Introductions & House Keeping w/ Doc • Meetings in CRM w/ Doc • Lead Flows w/ Brandon • Alignment in SMarketing (SalesForce) w/ David • Align Marketing & Sales w/ Kit • Q&A & Wrap-up

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Decks Will Be Available

Recap Post Coming

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Cool Stuff• Welcome to the launch of SLC HUG• Our goal and charter• Volunteers encouraged

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DARIN BERNTSON@iGoByDoc

Founder

Co-Leader SLCHUG

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BRANDONCARTER@bscarter

Marcom Manager

HubSpot Customer

Co-Leader of SLCHUG

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Roll Call• First Event? • HubSpot Users?• HubSpot Partner Agencies?• Awesome Guests?

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Registered 150

Almost 50% Brand New. Welcome!

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Our Goals For SLCHUG• Education

– Inbound in general– Some HubSpot specific

• Who is this for? – HubSpot Customers, Partners & Prospects– Anyone who wants to sharpen Inbound skills

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Our Goals For SLCHUG• Frequency

– Minimum 4 times a year– Fill-in workshops announcing today!– These events are for you– We are not here to sell anyone– This is a learning environment– Let’s be “inbound” and be helpful to each other

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INFORMAL POLL RESULTS

Someplace More Central Better/Free Parking

More Topics Per Meeting Deeper Dive Into Toolsets

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Save The Date The First SLCHUG Workshop

Thursday, March 23, 2017 Topic TBD

Location is HireVue Lunchtime Event

HubSpot Users Only - 35 Max

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Save The Date The First SLCHUG Intensive

Thursday, April 27, 2017 Topic TBD

Location is TBD Lunchtime Event

HubSpot Users Only - 15-20 Max

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Save The Date Our Next Big SLCHUG Event

Thursday, May 26, 2017 Topic / Location TBD

All Event Dates onSLCHUG Home Page

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Want to present at an upcoming event?

Form on SLCHUG site soon.

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2017 CONTESTS

No INBOUND Contest This Year =(

But…

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Attendance Prize for one lucky attendee from HubSpotat the next big Q2 Event on May 26th

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We are a SUPER HUG!

• 180 HUGs worldwide in 27 Countries

• We were first place in last year’s contest

• Second in over-all size to San Diego

• New Rules this year• Based on attendance• Let’s keep the

momentum and growth going at these events

• SLC wants this prize this year - Trust me!

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CONNECT

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eMail will go out on how to join. Can request from our Homepage

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READY TOGET STARTED?

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MEETINGS

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PAID CRM FEATURE

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Automatically:• Creates Calendar entry on

your calendar• Sends invite and adds to

prospect calendar• Adds to contact timeline

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Sequences are

awesome!

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Additional Success Stories & Uses• CTA on pages to be booked direct• TY Offer Pages - All Stages of buyer’s journey but especially on

request demo/contact type pages• Have option for visitor to book you right now - You are on their

mind• Pro tip - Add a TY video on page inviting them to book you

• Don’t make them wait for you to “follow-up” on the lead• People who book you are HOT

• You are immediately on their calendar• They book the time with you, so they will show up• Less chance for meeting to cancel / Higher show rates• Close more deals!

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THAT’S MEETINGS

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Thank You!

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NEXT UP

Brandon Carter

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BRANDONCARTER@bscarter

Marcom Manager

HubSpot Customer

Co-Leader of SLCHUG

Lead Flows

POPUPS ARE GARBAGE

POPUPS ARE GARBAGE WORK!

Why Lead Flows?

Built-in

Free (with branding for non-HS customers)

Integrates with CRM, Workflows

Customizable

Source: http://academy.hubspot.com/lead-flows-videos-training

The Usual Suspects Two Years

450,000 views

411 Submissions .1% Conversion Rate

Two Years 58,000 views

69 Submissions .1% Conversion Rate

Lead Flows

Lead Flows

Lead Flows

Three Month Results

311 New Subscribers

1% conversion rate

That’s good compared to the previous .1%!

Visits from Subscribers up 20%

Shares up 30%

36% opened an email

11% converted on a second form

A/B Testing ongoing

Colors, position

Slide-in vs Pop-up vs Drop Down

POPUPS ARE GARBAGE WORK!

@bscarter http://blog.accessdevelopment.com

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Thank You!

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NEXT UP

David Malmborg

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DAVIDMALMBORG@DavidMalmborg

Marketing Director and HubSpot Customer

Alignment in SMarketing: Theory and ToolsDetails on how FairCom integrates Hubspot with Salesforce.com

Presented by David Malmborg, Marketing Director

Alignment in SMarketing: Theory and ToolsThe Lessons Learned when Integrating Hubspot with Salesforce.com

Presented by David Malmborg, Marketing Director

Click Header & Footer on the Insert tab to edit this footer

▪Hired their first marketing employee in 2015 ▪ Launched Salesforce.com Q1 2015,

Hubspot Q2 2015, and Zen Desk Q3 2015 ▪Prior Everything was handled in Lotus

Notes

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Brief History of FairCom▪Founded 1979 ▪Customers in over 100 countries ▪Offices on three continents ▪Used by 43% of Fortune 100

companies ▪ 95.3% technology satisfaction rate as

reported by customers ▪Millions of end-user deployments

worldwide

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Marketing and Sales Funnel Optimization

Lifecycle Stages Match Departments

5/11/16

MARKETING

SUPPORTSALES

Prospect Lead MQL SQL Ops Customer Support

Marketing and Sales Funnel Optimization

Lifecycle Stages Match Tools

5/11/16

Hubspot

ZenDeskSalesforce.com

Prospect Lead MQL SQL Ops Customer Support


Integration

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Basic Settings

Create a Integrator’s Log-in for Salesforce.com

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Basic Settings

Check which CRM Objects you want to Sync: Leads/Contacts, Companies/Accounts, Deals/Opportunities, Tasks /Activities

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Basic Settings

Create a Custom Inclusion List for your SFDC Sync

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Basic Settings

Determine your Country and State Picklist Options

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Basic Settings

Determine your Country and State Picklist Options

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Field Mapping

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Field MappingNeed to Create Custom Fields Both Ways and then Map them

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Field Mapping

Lead Status vs Status

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Custom Mapping

Default Mapping


Field Mapping

Employees vs Company Size

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Custom Mapping

Default Mapping


Field MappingHubSpot Owner vs Salesforce Owner

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Field Mapping

Opportunity Records Need a Contact

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Syncing Workflows

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Keeping it *NSYNC

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SFDC Account Name to Lead Company Sync

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Original Source vs. Lead Source

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Campaigns & Reporting

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Offline Campaigns

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Creating a Campaign

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Campaign Workflow

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Campaign Workflow

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Offline Campaigns

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Offline Lead Uploads


Reporting

▪Campaign Metrics For HubSpot • Leads • MQLs • Sources

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▪Campaign Metrics For Salesforce • ROI • Velocity • MQL Closure Rates


Reporting

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Train Your Sales Team on the Process


Reporting

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Then Set Automation to Remind Them


Thank You!

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Director of Marketing @David Malmborg

David Malmborg

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Thank You!

#SLCHUG

NEXT UP

Kit Lyman

#SLCHUG

KITLYMAN@_KitHappens

Implementation Specialist

MARKETING SALES

Five Actionable Steps to Align Marketing &

Sales

Agenda1. Reveal the top qualifying indicators

2. Understand who is King: Account vs. Contact

3. Discover & set up lead assignment

4. Implement internal notifications & tasks

5. Determine reporting metrics to help sales

7983 BC

VILLAGE PLOT

FUTURESGOVERNORS

COOKSHUNTERS

HUNTERHUNTER TRAINER

What went wrong?

HUNTER TRAINER

GOVERNORS

FUTURES

HUNTERXXXX

GOVERNORZZZZ

COOKYYYY

How does this relate to us today?

ONE TEAM

The misconception about marketing today is that it isn’t about how many leads are being passed to sales—it’s about how many good leads are being passed to sales. In order to do this, everyone needs to be sitting at the same table.

Reveal top qualifying indicators

1

Lead qualification is vital to your overall success

Focusing on unqualified leads wastes time, while overlooking leads loses your company money.

FITHow well a person or organization aligns with your buyer persona or ideal buyer profiles.

Pinpointing qualifiers is a great way to align sales to

marketing by looping them into your process.

Two Ways to Start the Conversation

1. Have each of your sales reps fill out a questionnaire

https://docs.google.com/a/hubspot.com/forms/d/e/1FAIpQLSdltViU4jImyXqJp7eBHZuQyJJhgBMydy8NxDKkQw44wdD2Mg/viewform?c=0&w=1

Two Ways to Start the Conversation

1. Have each of your sales reps fill out a questionnaire

2. Create Buyer Profiles with your sales team

Sample Buyer Profile

Once you have your qualifiers, format your form questions with

segmentation in mind.

FIELD TYPE

On forms, ask close-ended questions any chance you can (dropdown select, radio select, multiple checkboxes, etc.)

Using Dependent Fields: Use !" dependent fields when property options are exhaustive and it requires an “Other” option

LEAD STATUSThis property gives your reps the

ability to keep track of how a lead

is progressing. Possible lead

statuses:

• Attempt to connect

• Qualify

• Find passive buyers

• Bad timing

CUSTOM VIEWS

A view is a collection of filters that has been saved for easy access.

Separate the good-fit, high-interest leads from the other contacts in your database.

A SUCCESSFUL CUSTOM VIEW

1. Identifies a particular type of person

2. Takes the buyer’s context into account

3. Identifies a specific action to take

Understand who is King: Account vs. Contact

2

This doesn’t mean the contact loses its value, but rather emphasizes the importance of passing and sharing valuable information from one record to another.

For accounts that are added to HubSpot’s free CRM, certain fields are pre-populated with useful information, such as address, industry, and number of employees.

Common Interest Questions to Ask1. What software/hardware does your current

company use? 2. What services are you interested in?

3. What are your primary company challenges?

4. How many employees are in your X department?

WORKFLOWS: Copy Properties

Step 1: Create Matching Company Properties


Step 1: Create Matching Company Properties

Step 2: Set starting condition for workflow targeting contact property


Step 1: Create matching company properties

Step 2: Set starting condition for workflow targeting contact property

Step 3: Select workflow actions

Discover and set up lead assignment

3

Three Ways Leads Get Assigned

1. Territory

2. Account (all branches and affiliates)

3. Category (specific interest in products and/

or services)

LEAD ASSIGNMENT: SINGLE

Based on the initial workflow criteria, a contact would get assigned to one rep in a single assignment workflow.

LEAD ASSIGNMENT: ROTATION

Based on the initial workflow criteria, contacts will get evenly distributed to the reps included on the rotator.

Implement internal notifications and tasks

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Standard Internal Alert Examples1. Initial lead assignment – alerting the sales rep a new contact has

been assigned to him/her

2. Specific form submissions – alerting the sales rep of a recent submission

3. Hot lead notification – alerting the sales rep of active engagement, most often connected to lead scoring

4. Task assignments/SMS alerts – alerting the sales rep of incomplete to-do items relating to a contact

All of these notifications can be set up with an automation tool—in HubSpot’s case—it would be

Workflows.

But it’s important to ask your rep what information he/she wants to stay up-to-date on and how that

information is delivered.

PERSONALIZATION TOKENS

Depending on what the email is covering, use personalization tokens in you internal emails to share contact information sales is interested in.

HubSpot has a token called “Internal Contact Record,” which links back to the contact in HubSpot. Include this token in each internal email.

HubSpot workflows tool has a variety of ways to alert a rep.

Always check in with your sales team about what will help them be more efficient.

How Leads Signal Their Interest1. Trigger Events

2. Email Clicks

3. Website Visits

4. Conversion events (fill out form on website)

5. Contact sales

Determine reporting metrics to help sales

5

A usual sentiment felt among sales teams is not understanding what is working and what

isn’t.

Reporting should help reps be more productive, more efficient, and more

organized.

Questions Marketing Should Ask Sales1. What areas of your process need refinement? What are the

triggers to create a deal/opportunity and do you want that creation automated?

2. What do you need from the automation side to help move your deals through the pipeline?

3. What properties should we use internally (i.e. lead status) to prioritize sales leads vs marketing ones?

4. What type of reports would help your day-to-day?

This is a free report that comes with the HubSpot CRM platform, and companies set up rewards programs based off this report to drive adoption and push engagement with the CRM.

Highlight high producers on your sales team.

CUSTOM VIEWSContinue to help sales organize their data and refine their process by creating custom views for contacts, companies, and/or deals.

These custom views can be shared with the team and made default by each rep, helping them prioritize.

REPORTING ADD-ON

Custom dashboards for sales teams as well as individuals can be created to keep track of productivity and overall performance.

To create a bridge between two sides, you need to first build the supports, or piers, to create a sustainable connection.

Be a HubSpot champion. Start conversations. Take actionable steps. Work as one team. Use the tools at your disposal.

If you do that, your village will never go hungry.

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Thank You!

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Panel Questions?

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Coming Soon The Podcast

Diving deeper into HubSpot tools and Inbound Methodology, and User Stories & More

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#SLCHUG155

Search EngineOptimization

Blogging & Social Media

Lead Generation

Email & Automation

Marketing Analytics

Lead Management

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Save The Date Our Next Big SLCHUG Event

Thursday, May 26, 2017 Topic / Location TBD

All Event Dates onSLCHUG Home Page