1. MASTER THE ART
OF
CONTEXT CONTENT ALIGNMENT

2. Meet Your Experts:
Kieran Flanagan
International Marketing Director
HubSpot
@searchbrat
Carla Glavonjic
Marketing Manager
LinkedIn
@CarlaGlavonjic

3. Welcome
Most Popular Most Endorsed
Earliest Adopter Most Connected
Shankar
vishwanath
Phil
Mudge
Emma
Boyd
Michele
Smorgon

4. Agenda
CONTEXT CONTENT ALIGNMENT
#SocialSelling

5. 1 CONTEXT:
Social Selling.
#SocialSelling

6. Leveraging your social brand to fill
your pipeline with the right people,
insights and relationships.

7. 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
#SocialSelling

8. Tip: Build a Strong Professional Profile
Add a photo, experience and skills that showcase the brand of YOU
8

9. LinkedIn Confidential ©2013 All Rights Reserved 9

10. Tip: Proactively Develop Your Network
Build trusted relationships who can support your professional objectives
#SocialSelling

11. What do you need to be successful?

12. 2 CONTENT:
Marketing & Sales.
#SocialSelling

13. “Sales and marketing must have
a unified picture of the funnel.”

14. @TheSalesLion
Great content is the
best sales tool in
the world.

15. 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
#SocialSelling

16. Ask Sales
“What are our customers
questions, challenges
and pain points”

17. Use them to create your
Content Machine !
#SocialSelling

18. 1
Ebook w/ LP / Month
CREATE A
CONTENT ENGINE

19. 1
Ebook w/ LP / Month
CREATE A
CONTENT ENGINE
4
Blog Posts / Month
#SocialSelling

20. 1
Ebook w/ LP / Month
CREATE A
CONTENT ENGINE
4
Blog Posts / Month
8
FB Posts / Month

21. 1
Ebook w/ LP / Month
CREATE A
CONTENT ENGINE
4
Blog Posts / Month
8
FB Posts / Month
16
Tweets / Month
#SocialSelling

22. Map that content across your funnel to
make sure you have the right content for
each stage.
Awareness
Evaluation
Purchase
What content do you need to attract your buyer
persona in the awareness stage?
What content will help your buyer persona in the
evaluation stage?

23. JOIN THE CONVERSATION
#SocialSelling

24. Sales are a great
source of content
ideas.

25. 3 Marketing & Sales
Alignment.

26. DEFINE A
SERVICE
LEVEL
AGREEMENT
#SocialSelling

27. Track the # of Marketing Qualified Leads
Track progress on
these same marketing
qualified events.

28. Figure out your SLA
€
Demo
€
Trial
€
Contact
Sales
€
IMA

29. 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
#SocialSelling

30. Define Key Metrics
OWNED BY
MARKETING

31. Marketing are Empowered
60% of the sales
cycle is over – before
a buyer talks to your
salesperson.
Corporate Executive Board: bit.ly/zub217

32. 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
#SocialSelling

33. Workable New Leads Dashboard
http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx

34. Leads Followed Up & Forecast

35. www.b2bmarketing.net
Frequent Public Transparent
Marketing Shared Dashboards
#SocialSelling

36. www.b2bmarketing.net
OWNED BY
MARKETING
OWNED
BY SALES
The Handoff Point

37. 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.

38. 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?

39. Sales Converts Opportunities into
Customers
OWNED
BY SALES
#SocialSelling

40. Track # of New Customers Generated
Ensure that your
marketing efforts are
bringing in new
customers

42. Q&A
#SocialSelling
Carla Glavonjic
Marketing Manager
LinkedIn
@carlaglavonjic
Kieran Flanagan
Marketing Director
HubSpot
@searchbrat