Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Adelaide HUG June 2019

119 views

Published on

Slides from our presentation at the Adelaide HubSpot User Group June 2019

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Adelaide HUG June 2019

  1. 1. June 2019 HUG Adelaide
  2. 2. Hug verb ˈhəg The best thing you can do for yourself, and anyone else.
  3. 3. 3 HubSpot User Group Quarterly opportunity to: Network Learn Gather ideas Solve problems ...with free food!
  4. 4. This is a quarterly event, changing topics Feedback forms: contribute to your event Some theory, some practical examples Your event, so we’re here to help you succeed in inbound and on HubSpot. Created for you
  5. 5. Zoe Palmer Managing Director Brand chemistry Topic: Marketing Automation for growth Rachael Fahey Group Marketing and Communications Manager, SAGE Group Topic: Q&A : marketing automation experiences from the trenches Jaime Schell Customer Service Delivery Director Brand chemistry Topic: Sales enablement and HubSpot Harry Bown Channel Consultant, HubSpot Topic: Three things you never realised you could do with Freemium Today’s Speakers and Topics
  6. 6. State of Inbound 2018 - 40% of larger SME companies cannot prove ROI on their marketing activities - 29% are still struggling to identify the right technologies to manage insight and communication - 63% are challenged by attracting the right traffic and leads
  7. 7. 50% of Australian SME businesses don’t know their domestic buyers intimately
  8. 8. Guesswork?
  9. 9. Who do we have in the room today?
  10. 10. Marketing and selling is getting harder.
  11. 11. In other words, how do we track, monitor and strategically use
  12. 12. Vision Every Australian business will be able embrace change and grow in the face of it. 1. Understand the customer 2. Get the right stuff done - fast Source: Dribble | Latham Arnott
  13. 13. Grab attention Tell the customer what to expect Sell hard - face-to-face
  14. 14. How do you know if advertising works?”
  15. 15. Customers can now choose to work with any supplier - Anywhere in the world.
  16. 16. ● Understand customer needs ● Get clear on frustrations ● Create new customer-centric experiences ● Brand experiences aligned with customer values
  17. 17. P1 P2 P3 Blog Posts Content Offers Emails/Nurturing
  18. 18. 24 Through the flywheel
  19. 19. Personas in 3D
  20. 20. 28 Marketing automation gives us strategic insight
  21. 21. Blog Title Analysis: Top Performing Posts Blog Title Types % of Top Performing Posts Number in title E.g. 7 nuggets of networking wisdom for tour and activity operators 40% How to in title E.g. How to get more indirect bookings for your tour business 23% Question in the title E.g. Staycation: Does your tour offering appeal to the local market? 3% The word trends in the title E.g. Get Discovered: Master the art of back-linking with our easy do’s and don’ts 3 in the top 5
  22. 22. What’s next?
  23. 23. Help me, help you: Marketing-Driven Sales Enablement Jaime Schell Director of Client Services Brand chemistry
  24. 24. 1. THE VISION: Marketing-Driven Sales Enablement 2. THE EXECUTION: HubSpot-Powered Sales Enablement 3. Q & A Today’s Agenda
  25. 25. Definition Sales Enablement noun The processes, content, and technology that empower sales teams to sell efficiently at a higher velocity.
  26. 26. THE VISION: Marketing-Driven Sales Enablement
  27. 27. It’s pretty common to think of your business as a funnel. PIXABAY
  28. 28. THE PEOPLE COMING OUT OF THE BOTTOM OF YOUR COMPANY FUNNEL CAN HAVE A HUGE IMPACT ON THE PEOPLE GOING INTO THE TOP OF IT.
  29. 29. • Robust Definitions • Transparent Accountability • Sales-Focused Content Marketing-Driven Sales Enablement
  30. 30. • Robust Definitions • Transparent Accountability • Sales-Focused Content Marketing-Driven Sales Enablement
  31. 31. MARKETING AND SALES NEED A SHARED UNDERSTANDING OF WHAT A QUALIFIED LEAD IS.
  32. 32. IDEAL CUSTOMER PROFILE A checklist of the most basic attributes someone needs to have in order to be successful as your customer.
  33. 33. • Lives in Adelaide • Has an annual income of at least $90,000 • Has children Sample B2C Ideal Customer Profile
  34. 34. • Healthcare companies • Located in Australia • Strong online presence (website, social media, etc.) • Big (>500 employees on LinkedIn) Sample B2B Ideal Buyer Profile
  35. 35. What are the key traits a person or organization has to have in order to be a good fit for your offering? List them out and turn them into a checklist. Key Traits ~~~~~~~~~ ~~~~~~~~~~~~~ ~~~~~ ~~~~~~~~ ~~~~~~~~~~~~~~~~~
  36. 36. Lead Qualification Matrix GoodFitPoorFit Leads
  37. 37. Lead Qualification Matrix GoodFitPoorFit Leads QUALIFIED UNQUALIFIED
  38. 38. NOT ALL QUALIFIED LEADS ARE READY TO TALK TO SALES.
  39. 39. Lead Qualification Matrix GoodFitPoorFit Sales-Ready Unready
  40. 40. HAND RAISER Someone who explicitly asks to talk to sales.
  41. 41. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready
  42. 42. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES SALES MARKETING
  43. 43. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES NURTURING NURTURING SALES MARKETING
  44. 44. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES SALES MARKETING
  45. 45. THE MORE LEADS YOU HAVE, THE HIGHER YOUR LEAD QUALIFICATION STANDARDS CAN BE.
  46. 46. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES SALES MARKETING LOW VOLUME: SALES HIGH VOLUME: MARKETING
  47. 47. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES SALES MARKETING LOW VOLUME: SALES HIGH VOLUME: MARKETING
  48. 48. 1. Where are they coming from? Are particular sources sending you bad leads? 2. Why are they coming to you? Is there something wrong with your messaging? 3. Who should they be buying from? Can you redirect them? 4. How do they feel about your company? If they love you, don’t discourage their evangelism. If You Have a Lot of Poor-Fit Leads
  49. 49. • Robust Definitions • Transparent Accountability • Sales-Focused Content Marketing-Driven Sales Enablement
  50. 50. SERVICE-LEVEL AGREEMENT (SLA) An agreement between a service provider and its customer that guarantees a certain output.
  51. 51. 1. What is your company’s revenue goal? 2. How many sales do you need to achieve that goal? 3. How many marketing qualified leads do you need to get that number of sales? Creating an SLA
  52. 52. SAMPLE SLA “Every month, marketing will deliver 1,000 qualified leads to sales, and sales will contact each of those leads within 24 hours of receiving it.”
  53. 53. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready CLOSE RATE * SALE PRICE = LEAD VALUE CLOSE RATE * SALE PRICE = LEAD VALUE
  54. 54. SAMPLE SLA “Every month, marketing will deliver $100,000 in lead value to sales, and sales will contact every marketing qualified lead within 24 hours of receiving it.”
  55. 55. • Robust Definitions • Transparent Accountability • Sales-Focused Content Marketing-Driven Sales Enablement
  56. 56. THE MORE EDUCATION YOU CAN PROVIDE YOUR PROSPECTS BEFORE THEY MEET WITH SALES, THE MORE QUALIFIED THEY’LL BE WHEN THEY GET THERE.
  57. 57. • What is your product? • How much does your product cost? • What are the common problems with your product? • How does your product compare to your competitors’? • What’s required to be successful with your product? Questions Your Content Should Answer: h/t They Ask You Answer by Marcus Sheridan
  58. 58. Content Matrix Persona Pain Feature Content VP of Marketing Admin Work Automation Blog Post: “Intro to Workflows” Ebook: “Marketing Automation 101” Content Creation CMS Video: “HubSpot’s CMS” Blog: “What Is a CMS?” Blog: “Why CMS Matters” Content Strategy Ebook: “2018 Content Strategy Guidebook” Video: “Pillar Pages” h/t The Sales Enablement Playbook by Cory Bray and Hilmon Sorey
  59. 59. • Robust Definitions • Transparent Accountability • Sales-Focused Content Marketing-Driven Sales Enablement
  60. 60. THE EXECUTION: HubSpot-Powered Sales Enablement
  61. 61. • Robust Definitions • Transparent Accountability • Sales-Focused Content HubSpot-Powered Sales Enablement
  62. 62. • Who should sales be working with? • When should they work with them? • What action should they take with them? Saved Filters
  63. 63. • Robust Definitions • Transparent Accountability • Sales-Focused Content HubSpot-Powered Sales Enablement
  64. 64. • Shared visibility between marketing, sales, and services • “Rejected” lead status • New MQLs (report) • Became MQL Date (saved filter) SLA Enforcement Helpful Blogpost: https://blog.hubspot.com/customers/do-it-in-hubspot-sales-enablement-certification
  65. 65. • Robust Definitions • Transparent Accountability • Sales-Focused Content HubSpot-Powered Sales Enablement
  66. 66. • Interactive guides available on contact record. • Provide sales reps with easy access to all kinds of info. • Collect vital information during calls. Playbooks
  67. 67. • Robust Definitions • Transparent Accountability • Sales-Focused Content HubSpot-Powered Sales Enablement
  68. 68. Q&A
  69. 69. THANK YOU.

×