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HUG Vancouver
INBOUND SALES 

Enablement
A collaboration by HUGs, HubSpot
Academy, HubSpot Sales Team 

and Versio2
© 2016, Versio2 Digital Marketing Ltd.Twitter: @Versio2
PRESENTER
Co-leader, Vancouver HUG
Managing Partner
Versio2 Digital Marketing Ltd.
Stephan Burckhardt
Agenda
1) What it Is
2) How It’s Used
3) How it Works
4) Panel & Experiences
5) More Q&A
What 

It Is
1
Inbound sales
transforms sales
to match the way
people buy.
..so how do they buy today?
What Most CRMs Look Like
If reps don’t adopt’s,
everything stops.
70% of CRM
implementations fail
What a CRM Should Look Like
Guess where Hubspot fits?
10,000+
WEEKLY

ACTIVE USERS
1M+
EMAILS SENT OR
LOGGED
190,000+
DEALS

CREATED
May 2015
Hubspot CRM Adoption (one year ago)
HubSpot’s Sales Products
CRM Basics – Contacts,
Companies, Deals, Tasks


Notifications & Inbox
Productivity Tools
Templates, Calling,
Documents, Prospecting,
Connections, Sequences
HubSpot CRM Sidekick Sidekick
For Business
Free

200+ Notifications $10/mo
$50/user/monthFree

No Limits on Users, Storage, Time
Companies looking to adopt their first CRM, 

Companies looking to simplify their process
Good Fits for HubSpot CRM
In development, not (yet) 100% solved:
- Custom object types
- Team hierarchy
- Complex workflows
When to Adopt?
- Multiple people touch data, but lack context about interaction history
- No one central place where all can access details on leads & customers
- Difficulty tracking the sales opportunities & forecasting performance
How
It’s
Used2
Changing our Mindset
1. Focus on buyer not seller.
2. Personalize sales experience to buyer’scontext.
If the salesperson can’t add value beyondthe
information buyers can find on their own, they
have no reason to engage with the salesperson.
BUYER’S JOURNEY
CONNECT > EXPLORE > ADVISE
CONNECT
Inbound salespeople lead with
a message personalized to the
buyer’s context.
Legacy salespeople use
generic pitches and entice the
buyer with a discount.
CONNECT
1. Define your personas
2. Define your sequences for each persona
3. Define the outreach content for each sequence
HOW TO SET UP CONNECT STRATEGY
CONNECT
SEQUENCES
Ask yourself:
1. Which mediums will we use to reach
out to each persona?
2. When will you reach out?
3. If you don’t connect the first time,
how many times do you try again?
CONNECT
SEQUENCES
Ask yourself:
1. Which mediums will we use to reach
out to each persona?
2. When will you reach out?
3. If you don’t connect the first time,
how many times do you try again?
CONNECT
OUTREACH CONTENT
Personalize the entire sales experience to the
buyer’s context:
● Type of organization the buyer is in
● Who the buyer is within that organization
● The stage the buyer is at in their buying
journey
EXPLORE
Guide an exploratory conversation
so that you’re in control while
empowering your prospect to
make the right decisions.
EXPLORE
This framework helps you position
your products and services 

as a solution to your 

buyer’s unique challenges.
ADVISE
Inbound sales serve as translators
between the generic messaging on your
company website and the 

unique needs of your buyer.
How
It
Works
3
Method #1: Use HubSpot Marketing
Getting Data Into HubSpot CRM
HubSpot

Marketing
HubSpot 

Database
HubSpot

CRM Both systems share one
underlying database. No
syncing, no integrations to
set up – it just works.
Method #2: Import Data from Elsewhere
Getting Data Into HubSpot CRM
Import Contacts, Companies,
Deals & Tasks via CSV.
Create custom properties to
hold any kind of data.
Method #3: Adding Records via Sidekick
Getting Data Into HubSpot CRM
Log in CRM creates a new
contact & associated
company record when one
doesn’t already exist
Method #3: Adding Records via Sidekick
Getting Data Into HubSpot CRM
Add to HubSpot button -
add contacts & companies
from the web or from your
inbox
Method #4: Other Integrations
Getting Data Into HubSpot CRM
Our API is free. Connect
hundreds of apps with
Zapier.
Texan example
Ownership in HubSpot CRM
Every record can have an
assigned owner. 

Ownership cascades down
to associated records.
Ownership in HubSpot CRM
Choose which users see
everything, and which users
see only the records they
own.
Deal Stages
Sales Can Use Marketing Data
Reps can use
marketing
data to
surface the
best leads to
follow up with.
Sales Can Use Marketing Data
Reps can
tailor their
approach
based on a
prospect’s
interests and
behavior.
Marketing Can Use Sales Data
Marketers get
access to data
on sales that
they can

use to
segment.
Marketing Can Use Sales Data
Marketers can
leverage their
tools to

support the
sales process
Our
Panel
4
CRM Benchmarks
● Brianna Blaney, TPD
● Sean Hougan, Bonzai Intranet
● Jeff Pelletier, Basetwo Media
● Stewart X, Uklipz
CRM Panelists
● How are you using the tool?
● What do you dislike and like about it (ease-of-use, features,
mobile UX, analytics, integration with marketing)?
● How does it compare to other tools you've used or evaluated?
● What are some of the things to look for when evaluating this
and other CRMs?
● What tips do you have for current users?
Panelist Questions
Q&A
5
Check it out here:
hubspot.com/crm
Learn more
about 

Inbound Sales
Thank You!

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Vancouver HUG Hubspot CRM

  • 1. HUG Vancouver INBOUND SALES 
 Enablement A collaboration by HUGs, HubSpot Academy, HubSpot Sales Team 
 and Versio2
  • 2. © 2016, Versio2 Digital Marketing Ltd.Twitter: @Versio2 PRESENTER Co-leader, Vancouver HUG Managing Partner Versio2 Digital Marketing Ltd. Stephan Burckhardt
  • 3. Agenda 1) What it Is 2) How It’s Used 3) How it Works 4) Panel & Experiences 5) More Q&A
  • 5. Inbound sales transforms sales to match the way people buy. ..so how do they buy today?
  • 6. What Most CRMs Look Like If reps don’t adopt’s, everything stops. 70% of CRM implementations fail
  • 7. What a CRM Should Look Like Guess where Hubspot fits?
  • 8. 10,000+ WEEKLY
 ACTIVE USERS 1M+ EMAILS SENT OR LOGGED 190,000+ DEALS
 CREATED May 2015 Hubspot CRM Adoption (one year ago)
  • 9. HubSpot’s Sales Products CRM Basics – Contacts, Companies, Deals, Tasks 
 Notifications & Inbox Productivity Tools Templates, Calling, Documents, Prospecting, Connections, Sequences HubSpot CRM Sidekick Sidekick For Business Free
 200+ Notifications $10/mo $50/user/monthFree
 No Limits on Users, Storage, Time
  • 10. Companies looking to adopt their first CRM, 
 Companies looking to simplify their process Good Fits for HubSpot CRM In development, not (yet) 100% solved: - Custom object types - Team hierarchy - Complex workflows
  • 11. When to Adopt? - Multiple people touch data, but lack context about interaction history - No one central place where all can access details on leads & customers - Difficulty tracking the sales opportunities & forecasting performance
  • 13. Changing our Mindset 1. Focus on buyer not seller. 2. Personalize sales experience to buyer’scontext.
  • 14. If the salesperson can’t add value beyondthe information buyers can find on their own, they have no reason to engage with the salesperson.
  • 15. BUYER’S JOURNEY CONNECT > EXPLORE > ADVISE
  • 16. CONNECT Inbound salespeople lead with a message personalized to the buyer’s context. Legacy salespeople use generic pitches and entice the buyer with a discount.
  • 17. CONNECT 1. Define your personas 2. Define your sequences for each persona 3. Define the outreach content for each sequence HOW TO SET UP CONNECT STRATEGY
  • 18. CONNECT SEQUENCES Ask yourself: 1. Which mediums will we use to reach out to each persona? 2. When will you reach out? 3. If you don’t connect the first time, how many times do you try again?
  • 19. CONNECT SEQUENCES Ask yourself: 1. Which mediums will we use to reach out to each persona? 2. When will you reach out? 3. If you don’t connect the first time, how many times do you try again?
  • 20. CONNECT OUTREACH CONTENT Personalize the entire sales experience to the buyer’s context: ● Type of organization the buyer is in ● Who the buyer is within that organization ● The stage the buyer is at in their buying journey
  • 21. EXPLORE Guide an exploratory conversation so that you’re in control while empowering your prospect to make the right decisions.
  • 22. EXPLORE This framework helps you position your products and services 
 as a solution to your 
 buyer’s unique challenges.
  • 23. ADVISE Inbound sales serve as translators between the generic messaging on your company website and the 
 unique needs of your buyer.
  • 25. Method #1: Use HubSpot Marketing Getting Data Into HubSpot CRM HubSpot
 Marketing HubSpot 
 Database HubSpot
 CRM Both systems share one underlying database. No syncing, no integrations to set up – it just works.
  • 26. Method #2: Import Data from Elsewhere Getting Data Into HubSpot CRM Import Contacts, Companies, Deals & Tasks via CSV. Create custom properties to hold any kind of data.
  • 27. Method #3: Adding Records via Sidekick Getting Data Into HubSpot CRM Log in CRM creates a new contact & associated company record when one doesn’t already exist
  • 28. Method #3: Adding Records via Sidekick Getting Data Into HubSpot CRM Add to HubSpot button - add contacts & companies from the web or from your inbox
  • 29. Method #4: Other Integrations Getting Data Into HubSpot CRM Our API is free. Connect hundreds of apps with Zapier. Texan example
  • 30. Ownership in HubSpot CRM Every record can have an assigned owner. 
 Ownership cascades down to associated records.
  • 31. Ownership in HubSpot CRM Choose which users see everything, and which users see only the records they own.
  • 33. Sales Can Use Marketing Data Reps can use marketing data to surface the best leads to follow up with.
  • 34. Sales Can Use Marketing Data Reps can tailor their approach based on a prospect’s interests and behavior.
  • 35. Marketing Can Use Sales Data Marketers get access to data on sales that they can
 use to segment.
  • 36. Marketing Can Use Sales Data Marketers can leverage their tools to
 support the sales process
  • 39. ● Brianna Blaney, TPD ● Sean Hougan, Bonzai Intranet ● Jeff Pelletier, Basetwo Media ● Stewart X, Uklipz CRM Panelists
  • 40. ● How are you using the tool? ● What do you dislike and like about it (ease-of-use, features, mobile UX, analytics, integration with marketing)? ● How does it compare to other tools you've used or evaluated? ● What are some of the things to look for when evaluating this and other CRMs? ● What tips do you have for current users? Panelist Questions
  • 41. Q&A 5
  • 42. Check it out here: hubspot.com/crm Learn more about 
 Inbound Sales