Talks from HubSot and Digital 22 on marketing and sales alignment and using the HubSpot CRM

1. www.digital22.com
Welcome to the
Manchester HUG

2. Agenda
● Introductions
● The inbound sales
methodology
● Sales and marketing
alignment
● Q&A - your questions
answered

3. The aim of the Manchester HUG is for like minded people to share their
experiences and tactics so everyone can improve their inbound results.
Each session will focus on a particular aspect of inbound marketing so that
you can leave a better marketer.
#ManchesterHUG

4. www.digital22.com
Introductions

5. Diarmuid
Walsh

6. Agenda
1 Idea behind HubSpot – Inbound
2 The role of Marketing
3 The role of sales
4 Why have a sales process

7. 1 Idea behind Hubspot – Inbound!

8. Over the past decade,
there’s been a
fundamental shift in
the way companies
reach their audience.

9. 94%skip TV ads
27%direct mail is never
opened
BROKEN.
The old
marketing playbook
is
50%are on do not
call lists
Base: Varied bases, minimum 598 global consumers
Source: HubSpot Global Interruptive Ads Survey, Q4 2015 – Q1 2016.

10. Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
SEO
Blogging
Attraction
Customer - Centric
InboundTraditional
vs.
Technology has changed how people search and buy,
but marketing has not caught up.

11. Marketing with a magnet,
not a sledgehammer.
In a Nutshell

14. Dear Coach:
Next fall will your cross country team be wearing the
best shoe possible?
It will only if it is outfitted in TIGER- - the best brand
of flats in the world.
Two models are designed especially for cross
country:
1. TG-22 Road Running shoe- -built to take
punish-
ment. There is an extra sponge cushion
under the
ball of the foot.
2. TG-4 Marathon shoe- -lightest quality flat
made.
This is the shoe that finished 2-3-4-5-6- in the
Olympic marathon and 1-2-3-5-6 at the Boston
Marathon. Available in quantity for the first
time
in the United States in August 1965.
Jim Grelle has been working out in the marathon
shoe this spring and he
calls it “really great.”
Bill Bowerman at Oregon said, “If I tried to take the
(marathon) shoe
away from Kenny Moore or Wade Bell, I’d
have a fight on my hands.”
Each model sells for $7.95, TIGER is not only
better- -it’s less expensive,
As one runner said, “The only people who
will be left wearing German shoes will
be either uninformed or idiots.”
You are no longer uninformed.
Very truly yours,
Philip K. Knight

18. 60%

19. get found

20. The Inbound Methodology

22. Increase in awareness
Increase in conversions
Increase in revenue

23. 2 The role of Sales

27. crappy sales and marketing

31. Empower Your Sales Team
Pass valuable lead intelligence to your sales team for faster follow-ups, better connects, and warmer leads.
360° View of Your Leads
What companies are visiting
our site?
What pages have they viewed?
What have they converted on?
How engaged are they?
When are they on
our site?
What emails have they
opened?
Who are they on social media?

32. Behavioural insights for all Contacts

33. Why have a sales process?3

35. Set your Annual Goal
Goal Min (100%) Club (126%) Stretch (150%)
Marketing MRR
No of deals
Average MRR
Annual Goals for Marketing Product
Goal Min (100%) Club (126%) Stretch (150%)
MRR
No of deals
Overall Total for
Marketing & Sales
Annual Goals for Sales Product

36. Quarter Goals
Goal 100% - Min 126% - Club 150% - Stretch
MRR
No of deals
Average deal size

38. Creating Your Sales Funnel
100 Leads
30 Connects
10 Exploratory
4 Goal Setting
2 Demos

39. DID YOU KNOW?
48% of sales people never follow up with a prospect
25% of sales people make a second contact and stop
12% of sales people make more than three contacts
BUT….
2% of sales are made on the first contact
3% of sales are made on the second contact
5% of sales are made on the third contact
10% of sales are made on the fourth contact
80% of sales are made on the fifth to twelfth contact
*Source: The National Sales Executive Association

40. Minimum of 5 attempts over 10 day period
5 email templates
X 5
1 connect call script
5 voicemail scripts

41. Email Sequence – Sales PRO Tool
• 1st
email – Introduction
• 2nd
email – Marketing performance
• 3rd
email – Buyer personas/Case study/Relevant Content
• 4th
email – Free consultation offer
• 5th
email – Break-up: Should I stay or should I go?

43. Exploratory call
• Level 1 – Get the basics
• Level 2 – Get specific and time-bound
• Level 3 – Dig deeper into impacts/ consequences
Goals
lans
hallenges
Budget
uthority
eed
iming
A
N
T
P
C

44. Questions?

46. www.digital22.com
Sales and Marketing
Alignment - Open
Discussion

47. Agenda
● The problem with sales
● The shift in sales
● The marketer’s role

48. The problem
with sales
(from a marketers
perspective)
● Is anyone here tasked with
bringing sales and marketing
together?
○ Why?
○ Frustrations?
○ Who does both?
● Andrew’s frustrations
○ Sales not understanding
the inbound process
○ Relying on automation /
expecting it to do all the
work
○ Sales seeing totf leads as
meaningless

49. Sales is going
through a shift like
marketing did….

50. The
Marketer's
Role
● 60% sales people don’t use a CRM
● 22% don’t even know what a CRM is
● 100% of sales people are just focused
on sales (I made this one up)...
So the role of the marketer is to craft (and
enforce) a positive buyer's experience.
Put the systems and processes in place to
maximise the relationship between the two
functions.
How do we do that?

52. Value of each
unit
£1,000
£500
£100
£20
£1

53. www.digital22.com
Agree definition
of a lead

54. Post call
outcomes
● Bad lead
○ Why?
● Right fit, wrong time
○ Back into nurture sequence
● Great lead
○ Eventual mark is customer
How is this going to happen?

55. Agree and understanding form fields
Not only to inform marketing.
[eg. Why are you researching (x) ]
● Awareness = First name, email,
persona
● Consideration = Company
name, challenges, number of
employees
● Decision = phone number,
revenue etc
What do sales need?
Agree when a lead should be passed
over to sales

56. Providing sales with context for calls In depth notifications and CRM
triggers via workflow

57. Automate Reminders for Sales TeamAutomate Deal Creation + Pipeline
Management
CRM Triggers and
Internal Email
Workflows

58. How Marketers can
help automate the
sales process
Internal Email Triggers
via Workflow

59. www.digital22.com
Marketing and sales
are both there to solve
a prospect's problems

60. www.digital22.com
Any other points
to discuss?

61. www.digital22.com
HUG Q&A

62. Save the date
● 12th July
○ Going beyond words
(podcasting, video and
interactive content)
● 18th October
○ Key learnings from
INBOUND17
○ Growth Driven Design

63. www.digital22.com
Home time!