HOW HUBSPOT SCALED SALES
with Science & Social Selling
chief revenue officer,
inbound sales,
HubSpot
@markroberge
MARK
ROBERGE
THE SALES SPACE IS
transforming.
There’s old school
sales, where you ...
x  Target prospects that are
a good fit for YOU
There’s old school
sales, where you ...
x  Target prospects that are
a good fit for YOU
x  Cold call prospects with
YOUR elevator pitch
There’s old school
sales, w...
x  Target prospects that are
a good fit for YOU
x  Cold call prospects with
YOUR elevator pitch
x  Push prospects through
Y...
Then there’s sales
today, where you ...
ü  Listen for prospects
starting THEIR buy cycle
Then there’s sales
today, where you ...
ü  Listen for prospects
starting THEIR buy cycle
ü  Engage prospects with
THEIR interests
Then there’s sales
today, wher...
ü  Listen for prospects
starting THEIR buy cycle
ü  Engage prospects with
THEIR interests
ü  Help prospects through
THE...
x  Target prospects that are a good fit for YOU
x  Cold call prospects with YOUR elevator
pitch
x  Push prospects through Y...
So how do you shift your
sales strategy to adjust?
It’s simple:
USE CONTEXT.
Create a better buying experience for our customers by
understanding their context.
It’s simple:
USE CONTEXT.
Create a better buying experience for our customers by
understanding their context.
USE TECHNOLOGY.
Enable a ...
#inbound2013
Step 1:
Source information.
18 @markroberge
Use inbound marketing to get found when
& where prospects are searching.
BLOG SEO SOCIAL MEDIA
Use technology to notify a salesperson when:
And then listen for prospects entering the
buying cycle.
Use technology to notify a salesperson when:
Website A Fortune 1000 company visits our website.
And then listen for prospe...
Use technology to notify a salesperson when:
Website
Email
A Fortune 1000 company visits our website.
A prospect opens a s...
Use technology to notify a salesperson when:
Website
Email
A Fortune 1000 company visits our website.
A prospect opens a s...
x  Search for ”good-fit” prospects online
x  Check CRM for existing lead ownership
x  Check Hoovers for industry, location,...
#inbound2013
Step 2:
Modernize prospecting.
“Hi Mark. This is John from XYZ Company. We help
sales executives streamline their closing process with
our state of the a...
“Hi Mark. This is John from XYZ Company. We help sales executives
streamline their closing process with our state of the a...
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state
of the a...
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our
state of the a...
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our
state of the a...
Research
Monitor and React
Modern Prospecting Approach
Understand the 360 view of a lead’s engagement
with your business.
...
Research
Monitor and React
Modern Prospecting Approach
Social Media Website Signals
Enable sales reps to monitor prospects...
Research
Monitor and React
Modern Prospecting
Approach
How does
that work?
Modern sales prospecting uses context.
“Hi John. This is Mark from HubSpot. I noticed you downloaded our ebook on
B2B Lead Generation through Facebook. I took a ...
“Hi John. This is Mark from HubSpot. I noticed you downloaded our ebook on B2B Lead Generation through Facebook.
I took a ...
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took
a ...
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a
...
Modernize prospecting using technology.
x  Leave prospect voice mail
x  Copy and paste email template. Manually
personaliz...
Adopting a modern, inbound sales
approach feels more like a
doctor-patient relationship than a
sales-prospect relationship.
Adopting a modern, inbound sales
approach feels more like a
doctor-patient relationship than a
sales-prospect relationship...
Start getting the context you need.
Start getting the context you need.
Start using the technology you need.
Start getting the context you need.
Start using the technology you need.
Signals can help you do both – for free.
Start getting the context you need.
Start using the technology you need.
Signals can help you do both – for free.
Click he...
Thank you.
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How HubSpot Scaled Sales with Science and Social Selling

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Transcript of "How HubSpot Scaled Sales with Science and Social Selling"

  1. 1. HOW HUBSPOT SCALED SALES with Science & Social Selling
  2. 2. chief revenue officer, inbound sales, HubSpot @markroberge MARK ROBERGE
  3. 3. THE SALES SPACE IS transforming.
  4. 4. There’s old school sales, where you ...
  5. 5. x  Target prospects that are a good fit for YOU There’s old school sales, where you ...
  6. 6. x  Target prospects that are a good fit for YOU x  Cold call prospects with YOUR elevator pitch There’s old school sales, where you ...
  7. 7. 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 There’s old school sales, where you ...
  8. 8. Then there’s sales today, where you ...
  9. 9. ü  Listen for prospects starting THEIR buy cycle Then there’s sales today, where you ...
  10. 10. ü  Listen for prospects starting THEIR buy cycle ü  Engage prospects with THEIR interests Then there’s sales today, where you ...
  11. 11. ü  Listen for prospects starting THEIR buy cycle ü  Engage prospects with THEIR interests ü  Help prospects through THEIR buying process Then there’s sales today, where you ...
  12. 12. 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 ü  Listen for prospects starting THEIR buy cycle ü  Engage prospects with THEIR interests ü  Help prospects through THEIR buying process It’s not about the rep, it’s about the customer. BOTTOM LINE
  13. 13. So how do you shift your sales strategy to adjust?
  14. 14. It’s simple:
  15. 15. USE CONTEXT. Create a better buying experience for our customers by understanding their context. It’s simple:
  16. 16. USE CONTEXT. Create a better buying experience for our customers by understanding their context. USE TECHNOLOGY. Enable a more efficient sales process for salespeople with the right technology. It’s simple:
  17. 17. #inbound2013 Step 1: Source information.
  18. 18. 18 @markroberge Use inbound marketing to get found when & where prospects are searching. BLOG SEO SOCIAL MEDIA
  19. 19. Use technology to notify a salesperson when: And then listen for prospects entering the buying cycle.
  20. 20. Use technology to notify a salesperson when: Website A Fortune 1000 company visits our website. And then listen for prospects entering the buying cycle.
  21. 21. Use technology to notify a salesperson when: Website Email A Fortune 1000 company visits our website. A prospect opens a sales rep’s email. And then listen for prospects entering the buying cycle.
  22. 22. Use technology to notify a salesperson when: Website Email A Fortune 1000 company visits our website. A prospect opens a sales rep’s email. A prospect mentions HubSpot, a competitor, or an industry keyword in social media. Social Media And then listen for prospects entering the buying cycle.
  23. 23. x  Search for ”good-fit” prospects online x  Check CRM for existing lead ownership x  Check Hoovers for industry, location, & revenue x  Check LinkedIn for company connections x  Enter information into CRM ü  Search for ”good-fit” prospects online ü  Web browser plug-in auto illustrates: ü  Whether prospect exists in CRM ü  Prospect industry, location, revenue, etc. ü  Company connections to prospect in LinkedIn ü  One-click “Add to CRM” button Streamline outbound sourcing using technology. BOTTOM LINE
  24. 24. #inbound2013 Step 2: Modernize prospecting.
  25. 25. “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 Old School Sales Prospecting
  26. 26. “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 Old School Sales Prospecting
  27. 27. “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 Old School Sales Prospecting
  28. 28. “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 Old School Sales Prospecting
  29. 29. “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 Old School Sales Prospecting This is ineffective.
  30. 30. Research Monitor and React Modern Prospecting Approach Understand the 360 view of a lead’s engagement with your business. Modern sales prospecting uses context.
  31. 31. Research Monitor and React Modern Prospecting Approach Social Media Website Signals Enable sales reps to monitor prospects’ activities across social, web, and email. Modern sales prospecting uses technology.
  32. 32. Research Monitor and React Modern Prospecting Approach How does that work? Modern sales prospecting uses context.
  33. 33. “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
  34. 34. “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
  35. 35. “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
  36. 36. “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
  37. 37. Modernize prospecting using technology. x  Leave prospect voice mail x  Copy and paste email template. Manually personalize. x  Send prospect email x  Log voice mail in CRM (3 clicks) x  Log email in CRM (3 click) x  Schedule next attempt (w/o SCIENCE) (4 clicks) ü  Leave prospect voice mail ü  Send prospect email. Template available in email client and automatically personalized. ü  Voice mail auto logged in CRM (0 clicks) ü  Next attempt scheduled (w/science) (0 clicks) ü  Email auto logged in CRM (0 click) Available at getsignals.com BOTTOM LINE
  38. 38. Adopting a modern, inbound sales approach feels more like a doctor-patient relationship than a sales-prospect relationship.
  39. 39. Adopting a modern, inbound sales approach feels more like a doctor-patient relationship than a sales-prospect relationship. And that’s the level of trust we seek.
  40. 40. Start getting the context you need.
  41. 41. Start getting the context you need. Start using the technology you need.
  42. 42. Start getting the context you need. Start using the technology you need. Signals can help you do both – for free.
  43. 43. Start getting the context you need. Start using the technology you need. Signals can help you do both – for free. Click here to get Signals today.
  44. 44. Thank you.
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