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Your Go-To-Market is Killing Your Business, and You Don't Even Know It

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Modern customers expect that it will be easy to learn about your product and buy it, but most of our go-to-markets do the opposite. We ask people to fill out long forms, we build complex qualification rules, we make it tough for prospects to talk to someone right now. In short, we put up barriers that solve for our companies instead of solving for our customers.

At HubSpot, we’re mid-way through transforming our go-to-market to be customer centric. Learn what’s worked for us, what hasn’t, and what we’re building.

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Jon is VP of Marketing at HubSpot, helping to transform how companies market and sell. Prior to this, Jon led Marketing at Trunk Club, the personalized shopping service for men and women, and was the Head of Marketing for Klout, the social media influence measurement company. Jon has a background in improvised comedy and earned his MBA from the Harvard Business School.

This is Jon Dick's #INBOUND18 presentation.

Published in: Business
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Your Go-To-Market is Killing Your Business, and You Don't Even Know It

  1. 1. J O N D I C K ( @ J O N D I C K )
  2. 2. @jondick#INBOUND18
  3. 3. @jondick#INBOUND18
  4. 4. The Wolf
  5. 5. @jondick#INBOUND18 Death by Wolf When you become so deaf to warnings of change, that you ignore a big, bad one when it actually arrives.
  6. 6. Consumers want to communicate with companies through 13 different channels How consumers want to engage with companies, by customer journey stage 83% 45% 37% 28% 23% 21% 20% 19% 4% Website Videos Email Blog Facebook Messenger Twitter Live chat Download Content Other 53% 39% 34% 33% 30% 18% 3% Website Phone Contact Us Form Live Chat Self Service Facebook Messenger Other 62% 48% 42% 36% 21% 10% 5% 1% Email Phone Live Chat Contact Us Form Facebook Messenger Twitter Slack Other SALESMARKETINGSERVICE
  7. 7. The Boa
  8. 8. @jondick#INBOUND18 Death by Boa When you add so many small “process improvements” that you slowly squeeze the life out of your customer experience.
  9. 9. Consumers are impatient Speed is everything to today’s buyers, and patience wears out at 10 minutes of consumers rate an “immediate” response as important or very important when they have a marketing or sales question of consumers rate an “immediate” response as important or very important when they have a customer service question Percentage of consumers who define “immediate” as 10 minutes or less: 82% 90% Marketing Sales Support 60% 62% 46%
  10. 10. @jondick#INBOUND18 The Whale
  11. 11. @jondick#INBOUND18 Death by Whale When you ignore the biggest (and loudest) channel you have because it’s below the water line.
  12. 12. 22% 27% 34% 38% 38% 46% 55% Salesperson Crowdsourced review sites Analyst reports & recommendations Vendor-authored materials Media articles Customer references Word of mouth Source: HubSpot State of Inbound 2018 Customers drive the most valuable sources of information for business software purchases What sources of information do you rely on when making purchase decisions for business software?
  13. 13. @jondick#INBOUND18 From evolution to revolution… … in customer expectations. Source: Getty
  14. 14. @jondick#INBOUND18 The best thing you can do to align with customers is…
  15. 15. @jondick#INBOUND18 The best thing you can do to align with customers is make it easy for them to do business with you.
  16. 16. @jondick#INBOUND18 Communicate how and when customers want Prioritize your prospects over your process Help your customers be heard
  17. 17. @jondick#INBOUND18 Communicate how and when customers want.
  18. 18. @jondick#INBOUND18 ”Communication is changing.” Jon Dick
  19. 19. @jondick#INBOUND18 Jon Dick Every thought leader, every day ”Communication is changing.”
  20. 20. Consumers want to communicate with companies through 13 different channels How consumers want to engage with companies, by customer journey stage 83% 45% 37% 28% 23% 21% 20% 19% 4% Website Videos Email Blog Facebook Messenger Twitter Live chat Download Content Other 53% 39% 34% 33% 30% 18% 3% Website Phone Contact Us Form Live Chat Self Service Facebook Messenger Other 62% 48% 42% 36% 21% 10% 5% 1% Email Phone Live Chat Contact Us Form Facebook Messenger Twitter Slack Other SALESMARKETINGSERVICE
  21. 21. 37% 38% 54% 72% 75% 0% 10% 20% 30% 40% 50% 60% 70% 80% A customer community for Q&A A live chat feature to message the company A FAQ or knowledge base page A phone number to reach a sales representative A phone number to reach support staff Base: 404 marketers and salespeople who are manager level and above in the US and UK Source: HubSpot Go to Market Survey, Q2 2018 Does your company use or offer any of the following on your website to interact with customers?
  22. 22. 41% 44% 59% 74% 78% 27% 23% 42% 66% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% A customer community for Q&A A live chat feature to message the company A FAQ or knowledge base page A phone number to reach a sales representative A phone number to reach support staff Stagnant or declining companies Growing companies Base: 404 marketers and salespeople who are manager level and above in the US and UK Source: HubSpot Go to Market Survey, Q2 2018 Growing businesses provide more communication options for customers Does your company use or offer any of the following on your website to interact with customers? (By company performance)
  23. 23. This is HubSpot’s Contact Sales page
  24. 24. This is HubSpot’s Contact Sales page
  25. 25. This is HubSpot’s Contact Sales page
  26. 26. This is HubSpot’s Contact Sales page
  27. 27. @jondick#INBOUND18 51% | Book a Meeting 30% | Call Sales 19% | Chat
  28. 28. 170%more connections by offering chat, email, and booking a meeting as in-product options
  29. 29. 36% 38% 39% 43% 76% 82% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Script/a series of questions Product demonstrations via chat Direct purchases via chat Marketing/lead generation Answering frequently asked questions Customer service assistance Base: 404 marketers and salespeople who are manager level and above in the US and UK Source: HubSpot Go to Market Survey, Q2 2018 Most companies aren’t monetizing chat What services or features are offered in your chat experience?
  30. 30. 37% 42% 42% 43% 75% 80% 33% 19% 30% 44% 78% 89% Script/a series of questions Product demonstrations via chat Direct purchases via chat Marketing/lead generation Answering frequently asked questions Customer service assistance Stagnant or declining companies Growing companies Base: 404 marketers and salespeople who are manager level and above in the US and UK Source: HubSpot Go to Market Survey, Q2 2018 Growing companies invest more in monetizing chat What services or features are offered in your chat experience?
  31. 31. But wait…
  32. 32. HubSpot Conversations
  33. 33. @jondick#INBOUND18 To learn more about how HubSpot is evolving its go- to-market, check out ourflywheel.com
  34. 34. @jondick#INBOUND18 Prioritize your prospects over your process.
  35. 35. @jondick#INBOUND18 Qualification does NOTHING to help your prospects.
  36. 36. 23% 27% 41% 50% 52% Lead Score Role Employee Size Location Revenue/budget Base: 180 marketers and salespeople who are manager level and above in the US and UK Source: HubSpot Go to Market Survey, Q2 2018 The information you collect helps you, not your prospect What information do you use to qualify leads?
  37. 37. How most B2B companies qualify their leads: (Yep, us too. This is one of our forms.)
  38. 38. 12% 48% 15% 4% 20% Our form only asks for email addresses Our form asks for 2 to 5 pieces of information Our form asks for 6 to 10 pieces of information Our form asks for more than 10 pieces of information We don't gate our content Base: 180 marketers and salespeople who are manager level and above in the US and UK Source: HubSpot Go to Market Survey, Q2 2018 Companies that ask for too little or too much information are at risk for disruption How many form fields does your gated form ask for in exchange for content?
  39. 39. 5%higher conversion rate after reducing our form fields
  40. 40. @jondick#INBOUND18 Geographic territories are the enemy of speed.
  41. 41. 60% 14% 13% 10% 0% 10% 20% 30% 40% 50% 60% 70% Geographic territories Non Geographic territories Through a rotator Not sure Up to 50 51 to 250 251 to 1000 Over 1000 Base: 180 marketers and salespeople who are manager level and above in the US and UK Source: HubSpot Go to Market Survey, Q2 2018 Lead rotation is the manifestation of your process How are leads distributed at your company? (by company size)
  42. 42. Just outside sales, 13% We have a combination of inside and outside sales, 72% Just inside sales, 15% Base: 224 salespeople who are manager level and above in the US and UK Source: HubSpot Go to Market Survey, Q2 2018 Most companies are embracing inside sales What is your sales team model?
  43. 43. 3% 11% 13% 18% 12% 19% 12% 4% 7% 6% 26% 13% 20% 12% More than 3 days 1 to 2 days 11 to 24 hours 6 to 10 hours 4 to 5 hours 1 to 3 hours Less than an hour Time for marketing to rotate leads to sales Time for sales to respond to leads Base: 180 marketers who are manager level and above in the US and UK Source: HubSpot Go to Market Survey, Q2 2018 Lead rotation takes a lifetime in most companies
  44. 44. @jondick#INBOUND18 When it comes to lead assignment, “available” is better than “right.”
  45. 45. 40%missed meetings in Q1 because we couldn’t find the “right” rep
  46. 46. @jondick#INBOUND18 Help your customers be heard.
  47. 47. @jondick#INBOUND18
  48. 48. @jondick#INBOUND18
  49. 49. 71% don’t trust sponsored social media ads 65% don’t trust company press releases 55% don’t trust companies they buy from as much as they used to 81% of buyers trust family & friends’ recommendations over companies Trust in businesses has eroded Base: 2,319 consumers in US and UK Source: HubSpot Research Trust Survey, Q1 2018
  50. 50. 22% 27% 34% 38% 38% 46% 55% Salesperson Crowdsourced review sites Analyst reports & recommendations Vendor-authored materials Media articles Customer references Word of mouth Source: HubSpot State of Inbound 2018 Customers drive the most valuable sources of information for business software purchases What sources of information do you rely on when making purchase decisions for business software?
  51. 51. @jondick#INBOUND18 57% of the average B2B purchase process is completed before customers reach out to suppliers
  52. 52. @jondick#INBOUND18 10Xincrease in self-service purchases of HubSpot in the past two years
  53. 53. @jondick#INBOUND18 1. Build a great product 2. Invest in customer marketing 3. Invest in education and support HubSpot’s Approach to Customer Delight
  54. 54. 1. Build a great product 2. Invest in customer marketing 3. Invest in education and support HubSpot’s Approach to Customer Delight
  55. 55. 1. Build a great product 2. Invest in customer marketing 3. Invest in education and support HubSpot’s Approach to Customer Delight
  56. 56. @jondick#INBOUND18 400 teams at HubSpot that were emailing customers 12
  57. 57. @jondick#INBOUND18 Customer Reviews 1. Used in purchasing decisions 2. Drive discovery in search
  58. 58. Review Sites HubSpot J
  59. 59. Incentivizing Reviews ● Boost their ego ● Give an altruistic call- to-action ● Provide a small direct reward
  60. 60. 1. Build a great product 2. Invest in customer marketing 3. Invest in education and support HubSpot’s Approach to Customer Delight
  61. 61. Invest a lot, give options, and use humans wisely.
  62. 62. 35.0% 24.5% 11.5% 10.5% 8.0% 4.5% Expert intro, then on my own Expert entire time On my own On-demand help Help from colleagues Work with agency Customers increasingly want self-serve onboarding
  63. 63. 3Xhigher activation rate for free HubSpot users who engage with user success coaches
  64. 64. @jondick#INBOUND18 May June July August September October November December January February HubSpot Academy Signups
  65. 65. @jondick#INBOUND18 Communicate how and when customers want Prioritize your prospects over your process Help your customers be heard
  66. 66. @jondick#INBOUND18 Of course, we all know what the most dangerous animal in the world is…
  67. 67. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” -Charles Darwin Source: Wikipedia
  68. 68. @jondick#INBOUND18 Thank you.
  69. 69. @jondick#INBOUND18 To learn more about how HubSpot is evolving its go- to-market, check out ourflywheel.com

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