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Q4 2017 HUG Presentation: How to Turn Leads into Customers

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HubSpot guest speaker Sarah Posnak presented this "smarketing" training to the Knoxville HubSpot User Group at our Q4 2017 Meetup.

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Q4 2017 HUG Presentation: How to Turn Leads into Customers

  1. 1. HOW TO TURN LEADS INTO CUSTOMERS @KnoxvilleHUG #KnoxHUG
  2. 2. Meet the Knoxville HUG Leader and Co-Leader Holly Yalove @HollyYalove Torrie Boggs @shesgotknoxy www.vieodesign.com •  HubSpot Agency Partner •  Inbound Marketing •  HubSpot Marketing Software •  HubSpot Design •  Growth-Driven Design •  Contextual Marketing •  Email Marketing Agency Certifications: • Content Marketing • Inbound Sales • HubSpot Sales Software • Delivering Client Success • Developing a Sales Plan • HubSpot Beta Tester • Certified Google Partner • Certified Yext Partner
  3. 3. HUG NEWS Future Meetups We’ll have at least 1 per quarter in 2018 - exact dates TBD
  4. 4. HubSpot Product Updates New Content Strategy Tool – Available via “Content” tab in the HubSpot Marketing Software
  5. 5. HubSpot Product Updates [Now Live] Lead Ads for HubSpot A new HubSpot integration that brings Facebook lead ad creation, tracking, and lead sync to both HubSpot Marketing Free and paid. This update comes at no additional cost. It’s separate from the Ads Add-On, and available for all users. [In Beta] Audience Sync for Facebook Ads This is a new feature of the Ads Add-On that lets you sync any HubSpot list with targeting audiences in Facebook. Doing this lets you retarget users in specific lists with Facebook and Instagram ads and build ads with dynamic targeted based on HubSpot data.
  6. 6. HubSpot Product Updates HubSpot Reports: New Features New sidebar filter in the Custom Report Builder (Reporting Add-on)
  7. 7. HubSpot Product Updates HubSpot Reports: New Features New ‘Deal Snapshot’ report
  8. 8. HubSpot Product Updates Other New Features… – HubSpot Collect: A free Chrome extension that allows you to clip content from around the web -- such as images, quotes, full articles, and more -- then insert them into content in one click. – Import Content From Google Docs Into HubSpot in One-Click – Create Custom Owner Properties in HubSpot – [Coming Soon] Instagram Reminders - When live this new features brings an easy way to create and schedule photos and videos to publish on Instagram via HubSpot – Set Salesforce Task Types for HubSpot Marketing activities - Previously, you could set the “type” for sales engagements (e.g. email, meeting, call), but marketing engagements would default to the type set by your Salesforce configuration. Now, you can set the type for those tasks right inside HubSpot. See details on all the HubSpot Product Updates and more in your portal’s notifications.
  9. 9. | HOW TO TURN LEADS INTO CUSTOMERS Sarah Posnak HubSpot | Inbound Marketing Specialist Convert Leads Close Customers Attract Visitors
  10. 10. | All Sales Reps are A**holes. FALSE
  11. 11. | Sales is motivated by more than money. TRUE
  12. 12. | Marketers sit around all day doing arts and crafts. FALSE
  13. 13. | Marketers are all about data. TRUE
  14. 14. | Swag Time
  15. 15. | MISCOMMUNICATION
  16. 16. | SALES REP SCOTT We don’t have enough leads… …and even the ones we have aren’t good.
  17. 17. | MARKETING MARY We give sales plenty of leads. They don’t put in enough effort to close deals.
  18. 18. | Companies with strong sales and marketing alignment achieve annual growth rate20%
  19. 19. | Compared to a for companies with poor alignment decline in annual revenue4%
  20. 20. |
  21. 21. |
  22. 22. | COLLABORATE? So, how do we
  23. 23. | There has been a change in the way people shop for things and the way they buy things. So there also needs to be a change in the way you sell things. Brian Halligan, HubSpot CEO “
  24. 24. | MARKETINGS SALES MARKETING+ =
  25. 25. |
  26. 26. |
  27. 27. | DEFINE YOUR LIFECYCLE STAGES Lead MQL SQL Prospect/Visitor Opportunity Customer
  28. 28. | SLA SERVICE LEVEL AGREEMENT A contract between a service provider and the end user that defines the level of service expected from the service provider.
  29. 29. | MARKETING TO SALES SALES TO MARKETING Number and quality of leads required to hit company revenue goals Speed and depth of lead follow-up that makes economic sense
  30. 30. | STEP 1 STEP 2 STEP 4 STEP 3 STEP 5 BUILDING SMARKETING ALIGNMENT Calculate the Marketing Side Determine Business Growth Calculate the Sales Side Set up Marketing SLA Reporting Set up Sales SLA Reporting
  31. 31. | = NEW REVENUE GOAL AVERAGE SALES PRICE Determine Business Growth 1 BUILDING SMARKETING ALIGNMENT # of Customers
  32. 32. | NEW CUSTOMERS GOAL LEAD TO CUSTOMER CLOSE % Calculate the Marketing Side 2 BUILDING SMARKETING ALIGNMENT = LEADS GOAL
  33. 33. | Calculate the Sales Side. 3 BUILDING SMARKETING ALIGNMENT The number of deals which go to the vendor who responds first. 35% 50%
  34. 34. | Set Up Marketing SLA Reporting 4 BUILDING SMARKETING ALIGNMENT Leads Days Lead Generation Goal
  35. 35. | Set Up Sales SLA Reporting5 BUILDING SMARKETING ALIGNMENT Leads Jul Sales Commitment Aug Sep 21 to 35 days 11 to 20 days 0 to 10 days 1% 3% 3% 1% 7% 0.7% 2% 1% 5%
  36. 36. | Swag Time
  37. 37. | 101SMARKETING HACKS
  38. 38. | Email Tracking: See who opens and clicks your emails SALES ACCELERATION TOOL: HUBSPOT SALES
  39. 39. | Schedule emails: write now and send later SALES ACCELERATION TOOL: HUBSPOT SALES
  40. 40. | Sales Content & Reporting: Understand what content is working. SALES ACCELERATION TOOL: HUBSPOT SALES
  41. 41. | Prospects: Discover companies that fit your target audience SALES ACCELERATION TOOL: HUBSPOT SALES
  42. 42. | Meetings: No more back and forth with prospects SALES ACCELERATION TOOL: HUBSPOT SALES
  43. 43. | Sequences: Automate your follow-up SALES ACCELERATION TOOL: HUBSPOT SALES
  44. 44. | AUTOMATED PRICING PAGE FOLLOW-UPS
  45. 45. | INTERNAL SALES REP NOTIFICATION EMAILS
  46. 46. | SOCIAL SELLING: LINKED IN
  47. 47. | Q&A!

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