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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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