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June 2019
HUG Adelaide
Hug
verb
ˈhəg
The best thing you can do
for yourself, and anyone else.
3
HubSpot User Group
Quarterly opportunity to:
Network
Learn
Gather ideas
Solve problems
...with free food!
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
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
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
50% of Australian SME
businesses don’t know
their domestic buyers
intimately
Guesswork?
Who do we have in the room today?
Marketing and selling is getting harder.
In other words, how do we track, monitor and strategically use
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
Grab attention
Tell the customer
what to expect
Sell hard -
face-to-face
How do you know if advertising works?”
Customers can now choose
to work with any supplier -
Anywhere in the world.
● Understand customer needs
● Get clear on frustrations
● Create new customer-centric experiences
● Brand experiences aligned with customer values
P1
P2
P3
Blog Posts Content Offers Emails/Nurturing
24
Through the
flywheel
Personas in 3D
28
Marketing
automation
gives us
strategic insight
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
What’s next?
Help me, help you:
Marketing-Driven Sales Enablement
Jaime Schell
Director of Client Services
Brand chemistry
1. THE VISION: Marketing-Driven Sales Enablement
2. THE EXECUTION: HubSpot-Powered Sales Enablement
3. Q & A
Today’s Agenda
Definition
Sales Enablement
noun
The processes, content, and technology that empower sales
teams to sell efficiently at a higher velocity.
THE VISION:
Marketing-Driven Sales Enablement
It’s pretty common to think of your business as a funnel.
PIXABAY
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.
• Robust Definitions
• Transparent Accountability
• Sales-Focused Content
Marketing-Driven Sales Enablement
• Robust Definitions
• Transparent Accountability
• Sales-Focused Content
Marketing-Driven Sales Enablement
MARKETING AND SALES NEED A
SHARED UNDERSTANDING OF
WHAT A QUALIFIED LEAD IS.
IDEAL CUSTOMER PROFILE
A checklist of the most basic attributes someone needs to
have in order to be successful as your customer.
• Lives in Adelaide
• Has an annual income of at least $90,000
• Has children
Sample B2C Ideal Customer Profile
• Healthcare companies
• Located in Australia
• Strong online presence (website, social media, etc.)
• Big (>500 employees on LinkedIn)
Sample B2B Ideal Buyer Profile
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
~~~~~~~~~
~~~~~~~~~~~~~
~~~~~
~~~~~~~~
~~~~~~~~~~~~~~~~~
Lead Qualification Matrix
GoodFitPoorFit
Leads
Lead Qualification Matrix
GoodFitPoorFit
Leads
QUALIFIED
UNQUALIFIED
NOT ALL QUALIFIED LEADS
ARE READY TO TALK TO SALES.
Lead Qualification Matrix
GoodFitPoorFit
Sales-Ready Unready
HAND RAISER
Someone who explicitly asks to talk to sales.
Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES SALES MARKETING
Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES
NURTURING
NURTURING
SALES MARKETING
Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES SALES MARKETING
THE MORE LEADS YOU HAVE,
THE HIGHER YOUR LEAD
QUALIFICATION STANDARDS
CAN BE.
Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES SALES MARKETING
LOW VOLUME:
SALES
HIGH VOLUME:
MARKETING
Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES SALES MARKETING
LOW VOLUME:
SALES
HIGH VOLUME:
MARKETING
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
• Robust Definitions
• Transparent Accountability
• Sales-Focused Content
Marketing-Driven Sales Enablement
SERVICE-LEVEL AGREEMENT (SLA)
An agreement between a service provider and its customer that
guarantees a certain output.
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
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.”
Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
CLOSE RATE
*
SALE PRICE
=
LEAD VALUE
CLOSE RATE
*
SALE PRICE
=
LEAD VALUE
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.”
• Robust Definitions
• Transparent Accountability
• Sales-Focused Content
Marketing-Driven Sales Enablement
THE MORE EDUCATION YOU CAN
PROVIDE YOUR PROSPECTS BEFORE
THEY MEET WITH SALES,
THE MORE QUALIFIED THEY’LL BE
WHEN THEY GET THERE.
• 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
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
• Robust Definitions
• Transparent Accountability
• Sales-Focused Content
Marketing-Driven Sales Enablement
THE EXECUTION:
HubSpot-Powered Sales Enablement
• Robust Definitions
• Transparent Accountability
• Sales-Focused Content
HubSpot-Powered Sales Enablement
• Who should sales be
working with?
• When should they work
with them?
• What action should they
take with them?
Saved Filters
• Robust Definitions
• Transparent Accountability
• Sales-Focused Content
HubSpot-Powered Sales Enablement
• 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
• Robust Definitions
• Transparent Accountability
• Sales-Focused Content
HubSpot-Powered Sales Enablement
• Interactive guides available
on contact record.
• Provide sales reps with easy
access to all kinds of info.
• Collect vital information
during calls.
Playbooks
• Robust Definitions
• Transparent Accountability
• Sales-Focused Content
HubSpot-Powered Sales Enablement
Q&A
THANK YOU.

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Adelaide HUG June 2019