How HubSpot Scaled Sales with
Science and Social Selling
Mark Roberge
Chief Revenue Officer - HubSpot
@markroberge
Old School Sales vs. Modern Sales
 Listen for prospects starting THEIR buy cycle
 Engage prospects with THEIR interests
...
My Goals in Building the HubSpot Sales Team
Better Buying Using CONTEXT
Create a better buying experience for our customer...
#inbound2013
Modern Demand
Generation
5 @markroberge
Inbound Marketing: Get Found When and Where
Prospects are Searching
Blog SEO Social Media
Create Your Content Engine
Create Your Content Calendar
1
eBook w/ LP / Month
4
Blog Posts / Month
Create Your Content Calendar
1
eBook w/ LP / Month
Create Your Content Calendar
4
Blog Posts / Month
FB Posts / Month
8
1
eBook w/ LP / Month
Create Your Content Calendar
4
Blog Posts / Month
FB Posts / Month
8
Tweets / month
16
1
eBook w/ LP / Month
Create Your Content Calendar
4
Blog Posts / Month
FB Posts / month
8
Tweets / month
16
1
eBook w/ LP / Month
Listen for Prospects Entering Buy Cycle
 A Fortune 1000 company visits our website
 A prospect opens a sales rep’s email...
Find New Leads to Call in Seconds
 Search for ”good-fit” prospects online
 Check CRM for existing lead ownership
 Check...
#inbound2013
Modern Sales Prospecting
Old School Sales Prospecting
“Hi Mark. This is John from XYZ Company. We help
sales executives streamline their closing pr...
“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...
Modern Sales Prospecting: Use CONTEXT
Research
Monitor and React
Modern Prospecting Approach
360 View of a Lead’s Engageme...
Research
Monitor and React
Modern Prospecting Approach
Social Media Website Email
Modern Sales Prospecting: Use TECHNOLOGY...
Research
Monitor and React
Modern Prospecting
Approach
HOW DOES
THAT WORK?
Modern Sales Prospecting: Use 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 ...
LTV/COCA
Attempt #
LTV/COCA
* Data has been altered from actual HubSpot data for the purposes of this presentation.
Erin L...
CRM that works for Sales. Not Sales that works for CRM.
 Leave prospect voice mail
 Copy and paste email template. Manua...
#inbound2013
Modern Sales Management
Implement a metrics-driven sales coaching culture
Morning
Afternoon
1st Day of Month 2nd Day of Month
VP Meets with Direct...
Implement a metrics-driven sales coaching culture
* Data has been altered from actual HubSpot data for the purposes of thi...
“Peel Back the Onion” for More Insight
* Data has been altered from actual HubSpot data for the purposes
of this presentat...
32 @markroberge
Hire Sales People Using SCIENCE
#inbound2013
Modern Lead Engagement
A lways
B e
C losing
Always Be Closing
ALWAYS BE
HELPING
Train Sales to “Live” in your Prospects’ World
Set Them Up to be Thought Leaders
#inbound2013
Inbound Sales feels more like a
Doctor/Patient relationship than
a Sales/Prospect relationship
1 HubSpot Sample Email Sales Templates
http://www.getsignals.com/sales-email-templates
2 More on Metrics-Driven Sales Coac...
Questions?
Mark Roberge
Chief Revenue Officer - HubSpot
@markroberge
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Mark Roberge (CRO, Hubspot) - How Hubspot Scaled Sales with Science and Social Selling

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Mark Roberge (CRO, Hubspot) - How Hubspot Scaled Sales with Science and Social Selling

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Mark Roberge (CRO, Hubspot) - How Hubspot Scaled Sales with Science and Social Selling

  1. 1. How HubSpot Scaled Sales with Science and Social Selling Mark Roberge Chief Revenue Officer - HubSpot @markroberge
  2. 2. Old School Sales vs. Modern Sales  Listen for prospects starting THEIR buy cycle  Engage prospects with THEIR interests  Help prospects through THEIR buying process  Target prospects that are a good fit for YOU  Cold call prospects with YOUR elevator pitch  Push prospects through YOUR sales process
  3. 3. My Goals in Building the HubSpot Sales Team Better Buying Using CONTEXT Create a better buying experience for our customers by understanding their CONTEXT. Easier Selling Using SCIENCE and TECHNOLOGY Enable a more efficient sales process for our sales people using SCIENCE and TECHNOLOGY. HubSpot Sales Labs is born!
  4. 4. #inbound2013 Modern Demand Generation
  5. 5. 5 @markroberge Inbound Marketing: Get Found When and Where Prospects are Searching Blog SEO Social Media
  6. 6. Create Your Content Engine
  7. 7. Create Your Content Calendar 1 eBook w/ LP / Month
  8. 8. 4 Blog Posts / Month Create Your Content Calendar 1 eBook w/ LP / Month
  9. 9. Create Your Content Calendar 4 Blog Posts / Month FB Posts / Month 8 1 eBook w/ LP / Month
  10. 10. Create Your Content Calendar 4 Blog Posts / Month FB Posts / Month 8 Tweets / month 16 1 eBook w/ LP / Month
  11. 11. Create Your Content Calendar 4 Blog Posts / Month FB Posts / month 8 Tweets / month 16 1 eBook w/ LP / Month
  12. 12. Listen for Prospects Entering Buy Cycle  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 Use TECHNOLOGY to notify a HubSpot sales person when: Social Media Website Email Available at www.getsignals.com
  13. 13. Find New Leads to Call in Seconds  Search for ”good-fit” prospects online  Check CRM for existing lead ownership  Check Hoovers for industry, location, and revenue  Check LinkedIn for company connections  Enter information into CRM  Search for ”good-fit” prospects online  Web browser plug-in auto illustrates: • Whether prospect exists in CRM • Prospect industry, location, revenue, etc. • Company connections to prospect in LinkedIn  One-click “Add to CRM” button Coming Soon to www.getsignals.com
  14. 14. #inbound2013 Modern Sales Prospecting
  15. 15. Old School 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
  16. 16. “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
  17. 17. “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
  18. 18. “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
  19. 19. Modern Sales Prospecting: Use CONTEXT Research Monitor and React Modern Prospecting Approach 360 View of a Lead’s Engagement with Your Company Available at www.getsignals.com
  20. 20. 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.getsignals.com
  21. 21. Research Monitor and React Modern Prospecting Approach HOW DOES THAT WORK? Modern Sales Prospecting: Use CONTEXT
  22. 22. “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
  23. 23. “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
  24. 24. “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
  25. 25. “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
  26. 26. LTV/COCA Attempt # LTV/COCA * 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 Modern Sales Prospecting: Use SCIENCE Instruct sales reps when and how often to follow up with prospects. Do not have sales reps guess.
  27. 27. CRM that works for Sales. Not Sales that works for CRM.  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) Available at www.getsignals.com Automatically log prospecting activities to CRM. Instruct sales reps when and how often to follow up with prospects. Do not have sales reps guess.
  28. 28. #inbound2013 Modern Sales Management
  29. 29. Implement a metrics-driven sales coaching culture Morning Afternoon 1st Day of Month 2nd Day of Month VP Meets with Director  Review Skill/Development Plans for each sales person Director Meets with Manager  Review Skill/Development Plans for each sales person Manager Meets with Sales Person  Discuss qualitative performance  Review individual metrics  Co-Create Skill/Development Plan Sales Person / Manager Independent Reviews  Think through qualitative performance  Review individual metrics  Think about Skill/Development Plan
  30. 30. Implement a metrics-driven sales coaching culture * Data has been altered from actual HubSpot data for the purposes of this presentation Each Color Represents a Different Sales Rep
  31. 31. “Peel Back the Onion” for More Insight * Data has been altered from actual HubSpot data for the purposes of this presentation Lead-Worked-to-Connect Ratio Connect-to-Demo Ratio
  32. 32. 32 @markroberge Hire Sales People Using SCIENCE
  33. 33. #inbound2013 Modern Lead Engagement
  34. 34. A lways B e C losing
  35. 35. Always Be Closing ALWAYS BE HELPING
  36. 36. Train Sales to “Live” in your Prospects’ World
  37. 37. Set Them Up to be Thought Leaders
  38. 38. #inbound2013 Inbound Sales feels more like a Doctor/Patient relationship than a Sales/Prospect relationship
  39. 39. 1 HubSpot Sample Email Sales Templates http://www.getsignals.com/sales-email-templates 2 More on Metrics-Driven Sales Coaching http://blog.hubspot.com/sales/secrets-to-metrics-based-coaching-df13-presentation 3 HubSpot’s Scalable, Predictable Revenue Growth http://www.slideshare.net/HubSpot/2013-1017-sales-hacker-conference 4 Free modern prospecting tools from the HubSpot Sales Labs www.getsignals.com 5 Download this presentation from my twitter stream @markroberge https://twitter.com/markroberge Additional Resources
  40. 40. Questions? Mark Roberge Chief Revenue Officer - HubSpot @markroberge

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