0
MASTER THE ART
OF
CONTEXT CONTENT ALIGNMENT
1 CONTEXT:
Social Selling.
Leveraging your social brand to fill
your pipeline with the right
people, insights and relationships.
Establish a professional presence on
LinkedIn with a complete profile
Create a professional brand
Prospect efficiently wit...
Create a Professional Brand
Add a photo, experience and skills that showcase the brand of YOU
5
Find the Right People
Build trusted relationships who can support your professional objectives
7
Engage With Insights
Share ideas through status updates, and participate in groups
What do you need to be successful?
2 CONTENT:
Marketing & Sales.
“Sales and marketing must have
a unified picture of the funnel.”
@TheSalesLion
Great content is the
best sales tool in
the world.
MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing te...
Alignment Across Funnel
Leads
Generate the right
Traffic and Leads
Pipeline
Convert a higher rate into
opportunities
Sales...
Collaborate with Sales
Leads
Pipeline
Sales
Work with sales to
understand they
content they need.
JOIN THE CONVERSATION
What’s your customers
top 30 FAQ questions?
Use them to create your
content machine !
1
Ebook w/ LP / Month
CREATE A
CONTENT ENGINE
1
Ebook w/ LP / Month
CREATE A
CONTENT ENGINE
4
Blog Posts / Month
1
Ebook w/ LP / Month
CREATE A
CONTENT ENGINE
4
Blog Posts / Month
8
FB Posts / Month
1
Ebook w/ LP / Month
CREATE A
CONTENT ENGINE
4
Blog Posts / Month
8
FB Posts / Month
16
Tweets / Month
Sales are a great
source of content
ideas.
3 Marketing & Sales
Alignment.
DEFINE A
SERVICE
LEVEL
AGREEMENT
Track the # of Marketing Qualified Leads
Track progress on
these same marketing
qualified events.
Figure out your SLA
€
Demo
€
Trial
€
Contact
Sales
€
IMA
Define Key Metrics
Leads
The # of new leads
you bring in.
Pipeline
The # of leads you qualify
for sales follow-up.
Sales
T...
Define Key Metrics
OWNED BY
MARKETING
Marketing are Empowered
60% of the sales
cycle is over – before
a buyer talks to your
salesperson.
Corporate Executive Boa...
a. Visits per channel
b. Leads per channel
c. Visit-to-lead ratio
per channel
d. Lead-to-customer
ratio per channel
Track ...
Workable New Leads Dashboard
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily...
Leads Followed Up & Forecast
www.b2bmarketing.net
Frequent Public Transparent
Marketing Shared Dashboards
www.b2bmarketing.net
OWNED BY
MARKETING
OWNED
BY SALES
The Handoff Point
www.b2bmarketing.net
Examples of Marketing Qualified Leads:
Contact who downloaded an ebook on lead
gen, company is 200-1,...
www.b2bmarketing.net
Examples of Sales Qualified Leads:
Is the contact a primary decision maker?
Do they have a defined pr...
Sales Converts Opportunities into
Customers
OWNED
BY SALES
Track # of New Customers Generated
Ensure that your
marketing efforts are
bringing in new
customers
Master the Art of Social Selling with HubSpot and LinkedIn
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Master the Art of Social Selling with HubSpot and LinkedIn

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Context, Content and Alignment are the key to any successful sales and marketing partnership. This presentation is designed for marketers and sales professionals to outline the power of social media and content for driving the sales funnel

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  • AMYAnd Key for your here is for you to remember that as soon as they receive your connection request, the first thing they will do is view your profile. In fact, an average of 45 million profiles are viewed each day on LinkedIn.On LinkedIn, you have complete control of how you want to be portrayed professionally to the world — whether it’s by showing how skilled you are in portfolio management or product design or by highlighting some of the most interesting projects you’re working on at the moment. And now,LinkedIn is giving creative “right brained” professionals a new way to showcase your best and brightest achievements through pictures, videos, documents and more. Make your profile catch the eye of potential partners, and clients. Adding a new skill for your contacts to endorse, or updating your Experience section with rich visual content such as presentations, photos or videos, can help make your profile stand out.What makes your profile complete?Your industry and locationAn up-to-date current position (with a description)Two past positionsYour educationYour skills (minimum of 3)A profile photoAt least 50 connectionsThe Profile Strength meter is on the right side of your profile and gauges how robust your profile is. The strength will increase as you add more content.Why should you care?A complete profile will appear in LinkedIn search results 40X more than incompleteCompleting your LinkedIn profile helps you outside LinkedIn tooJust like LinkedIn, online search engines such as Google prefer 100% complete LinkedIn profiles and rank them higher as a result. So completing your profile will improve your online visibility and findability outside LinkedIn too!Next slide
  • Transcript of "Master the Art of Social Selling with HubSpot and LinkedIn"

    1. 1. MASTER THE ART OF CONTEXT CONTENT ALIGNMENT
    2. 2. 1 CONTEXT: Social Selling.
    3. 3. Leveraging your social brand to fill your pipeline with the right people, insights and relationships.
    4. 4. Establish a professional presence on LinkedIn with a complete profile Create a professional brand Prospect efficiently with powerful search and research capabilities Find the right people Discover and share valuable information to initiate or maintain a relationship Engage with insights Expand your network to reach prospects and those who can introduce you to prospects Build strong relationships
    5. 5. Create a Professional Brand Add a photo, experience and skills that showcase the brand of YOU 5
    6. 6. Find the Right People Build trusted relationships who can support your professional objectives
    7. 7. 7 Engage With Insights Share ideas through status updates, and participate in groups
    8. 8. What do you need to be successful?
    9. 9. 2 CONTENT: Marketing & Sales.
    10. 10. “Sales and marketing must have a unified picture of the funnel.”
    11. 11. @TheSalesLion Great content is the best sales tool in the world.
    12. 12. MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO
    13. 13. Alignment Across Funnel Leads Generate the right Traffic and Leads Pipeline Convert a higher rate into opportunities Sales More happy, successful customers
    14. 14. Collaborate with Sales Leads Pipeline Sales Work with sales to understand they content they need.
    15. 15. JOIN THE CONVERSATION
    16. 16. What’s your customers top 30 FAQ questions?
    17. 17. Use them to create your content machine !
    18. 18. 1 Ebook w/ LP / Month CREATE A CONTENT ENGINE
    19. 19. 1 Ebook w/ LP / Month CREATE A CONTENT ENGINE 4 Blog Posts / Month
    20. 20. 1 Ebook w/ LP / Month CREATE A CONTENT ENGINE 4 Blog Posts / Month 8 FB Posts / Month
    21. 21. 1 Ebook w/ LP / Month CREATE A CONTENT ENGINE 4 Blog Posts / Month 8 FB Posts / Month 16 Tweets / Month
    22. 22. Sales are a great source of content ideas.
    23. 23. 3 Marketing & Sales Alignment.
    24. 24. DEFINE A SERVICE LEVEL AGREEMENT
    25. 25. Track the # of Marketing Qualified Leads Track progress on these same marketing qualified events.
    26. 26. Figure out your SLA € Demo € Trial € Contact Sales € IMA
    27. 27. Define Key Metrics Leads The # of new leads you bring in. Pipeline The # of leads you qualify for sales follow-up. Sales The number of leads who convert into customers. Identify the metrics essential for sales & marketing success
    28. 28. Define Key Metrics OWNED BY MARKETING
    29. 29. Marketing are Empowered 60% of the sales cycle is over – before a buyer talks to your salesperson. Corporate Executive Board: bit.ly/zub217
    30. 30. a. Visits per channel b. Leads per channel c. Visit-to-lead ratio per channel d. Lead-to-customer ratio per channel Track Leads Across Different Sources
    31. 31. Workable New Leads Dashboard http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
    32. 32. Leads Followed Up & Forecast
    33. 33. www.b2bmarketing.net Frequent Public Transparent Marketing Shared Dashboards
    34. 34. www.b2bmarketing.net OWNED BY MARKETING OWNED BY SALES The Handoff Point
    35. 35. www.b2bmarketing.net Examples of Marketing Qualified Leads: Contact who downloaded an ebook on lead gen, company is 200-1,000 employees & in the UK. A contact at a company in the UK 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. Director.
    36. 36. www.b2bmarketing.net Examples of Sales Qualified Leads: 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?
    37. 37. Sales Converts Opportunities into Customers OWNED BY SALES
    38. 38. Track # of New Customers Generated Ensure that your marketing efforts are bringing in new customers
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