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SMARKETING
Aligning your Marketing with Sales
Bryan Cawse
Partnership Manager
#hubspot
48,000+
CUSTOMERS
#hubspot
SMARKETING
SALES MARKETING+ =
Sales Reps
FALSE
#hubspot
Sales are motivated by more than money.
TRUE
#hubspot
Marketers sit around all day doing arts and
crafts.
FALSE
#hubspot
Marketers are all about data.
TRUE
#hubspot
MISCOMMUNICATION
#hubspot
…
SALES REP
SCOTT
…
#hubspot
MARKETING
MARY
strong sales and
marketing alignment achieve
annual
growth
rate20%
poor alignment
decline
in annual
revenue4%
You need to get Sales and Marketing
working together
COLLABORATE?
COMMON
LANGUAGE
SETTING UP
THE PROCESS
UTILISING
TOOLS
SMARKETING
STEPS TO SUCCESS
DEFINE
YOUR
LIFECYCLE
STAGES
SLASERVICE LEVEL
AGREEMENT
contract
defines
service expected
MARKETING
TO SALES
SALES TO
MARKETING
Number and quality
of leads required to hit
company revenue goals
Speed and depth
of...
MARKETING
TO SALES
SALES TO
MARKETING
Number and quality
of leads required to hit
company revenue goals
Speed and depth
of...
1
2
4
3
5
SMARKETING
Marketing
Side
Business
Growth
Sales
Side
Marketing SLA
Reporting
Sales SLA
Reporting
=
NEW
REVENUE GOAL
AVERAGE
SALES PRICE
Business Growth
1
SMARKETIN
G
# of Customers
NEW
CUSTOMERS GOAL
LEAD TO
CUSTOMER CLOSE %
Marketing Side
2
SMARKETIN
G
=
LEADS
GOAL
Sales Side.
3
SMARKETIN
G
go to the vendor who responds first.
35% 50%
Marketing SLA Reporting
4
SMARKETIN
G
Lead
Generation
Goal
Sales SLA Reporting5
SMARKETIN
G
Sales
Commitment
101SMARKETING
HACKS
Email Tracking:
opens and
clicks
HUBSPOT SALES
Schedule Emails:
write now and send later
HUBSPOT SALES
Email Templates:
personalise and save time
HUBSPOT SALES
Sequences: Automate
your follow-up
HUBSPOT SALES
Sales Content & Reporting:
Understand what content is
working.
HUBSPOT SALES
PRICING
PAGE FOLLOW-UPS
NOTIFICATION EMAILS
1
SMARKETING
is about being
human
KEY TAKEAWAYS
2
Alignment
through
shared
language
3
Metrics
ensure we
are all kept
accou...
謝謝
《2018台灣成長駭客年會》HubSpot Bryan:完美結合行銷與業務的集客式Smarketing
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《2018台灣成長駭客年會》HubSpot Bryan:完美結合行銷與業務的集客式Smarketing

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HubSpot不僅提出集客式行銷的概念,創新且完整性高的行銷工具使其快速成為軟體公司的獨角獸。在以CRM為主體的服務裡,能夠將一般企業難以兼顧的行銷和業務環節緊密相連,以數據串接行銷與業務的共同目標,打造出融洽的Smarketing(Sales + Marketing)。

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《2018台灣成長駭客年會》HubSpot Bryan:完美結合行銷與業務的集客式Smarketing

  1. 1. SMARKETING Aligning your Marketing with Sales Bryan Cawse Partnership Manager #hubspot
  2. 2. 48,000+ CUSTOMERS #hubspot
  3. 3. SMARKETING SALES MARKETING+ =
  4. 4. Sales Reps FALSE #hubspot
  5. 5. Sales are motivated by more than money. TRUE #hubspot
  6. 6. Marketers sit around all day doing arts and crafts. FALSE #hubspot
  7. 7. Marketers are all about data. TRUE #hubspot
  8. 8. MISCOMMUNICATION #hubspot
  9. 9. … SALES REP SCOTT … #hubspot
  10. 10. MARKETING MARY
  11. 11. strong sales and marketing alignment achieve annual growth rate20%
  12. 12. poor alignment decline in annual revenue4%
  13. 13. You need to get Sales and Marketing working together
  14. 14. COLLABORATE?
  15. 15. COMMON LANGUAGE SETTING UP THE PROCESS UTILISING TOOLS SMARKETING STEPS TO SUCCESS
  16. 16. DEFINE YOUR LIFECYCLE STAGES
  17. 17. SLASERVICE LEVEL AGREEMENT contract defines service expected
  18. 18. 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
  19. 19. 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
  20. 20. 1 2 4 3 5 SMARKETING Marketing Side Business Growth Sales Side Marketing SLA Reporting Sales SLA Reporting
  21. 21. = NEW REVENUE GOAL AVERAGE SALES PRICE Business Growth 1 SMARKETIN G # of Customers
  22. 22. NEW CUSTOMERS GOAL LEAD TO CUSTOMER CLOSE % Marketing Side 2 SMARKETIN G = LEADS GOAL
  23. 23. Sales Side. 3 SMARKETIN G go to the vendor who responds first. 35% 50%
  24. 24. Marketing SLA Reporting 4 SMARKETIN G Lead Generation Goal
  25. 25. Sales SLA Reporting5 SMARKETIN G Sales Commitment
  26. 26. 101SMARKETING HACKS
  27. 27. Email Tracking: opens and clicks HUBSPOT SALES
  28. 28. Schedule Emails: write now and send later HUBSPOT SALES
  29. 29. Email Templates: personalise and save time HUBSPOT SALES
  30. 30. Sequences: Automate your follow-up HUBSPOT SALES
  31. 31. Sales Content & Reporting: Understand what content is working. HUBSPOT SALES
  32. 32. PRICING PAGE FOLLOW-UPS
  33. 33. NOTIFICATION EMAILS
  34. 34. 1 SMARKETING is about being human KEY TAKEAWAYS 2 Alignment through shared language 3 Metrics ensure we are all kept accountable 4 Tools & platforms enable all of this
  35. 35. 謝謝

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