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CRM: Aligning Marketing and Sales - SLCHUG August 2017

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For our August event, we were lucky to have Kyle Jepson from HubSpot Academy in town to discuss aligning of sales and marketing. Check out the deck.

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CRM: Aligning Marketing and Sales - SLCHUG August 2017

  1. 1. #SLCHUG Good morning
  2. 2. #SLCHUG Agenda • Welcome • Introductions & House Keeping w/ Doc • CRM: Aligning Sales & Marketing w/ Kyle • Q&A & Wrap-up
  3. 3. #SLCHUG Decks Will Be Available Recap Post Coming
  4. 4. #SLCHUG Cool Stuff • Welcome to the launch of SLC HUG • Our goal and charter • Volunteers encouraged
  5. 5. #SLCHUG DARIN BERNTSON @iGoByDoc CEO/Founder Co-Leader SLCHUG
  6. 6. #SLCHUG BRANDON CARTER @bscarter Marcom Manager HubSpot Customer Co-Leader of SLCHUG
  7. 7. #SLCHUG Roll Call • First Event? • HubSpot Users? • HubSpot Partner Agencies? • Awesome Guests?
  8. 8. #SLCHUG Our Goals For SLCHUG • Education – Inbound in general – Some HubSpot specific • Who is this for? – HubSpot Customers, Partners & Prospects – Anyone who wants to sharpen Inbound skills
  9. 9. #SLCHUG Our Goals For SLCHUG • Frequency – Minimum 11 times a year – These events are for you – We are not here to sell anyone – This is a learning environment – Let’s be “inbound” and be helpful to each other
  10. 10. #SLCHUG Thanks for having us!
  11. 11. #SLCHUG Save The Date Our Oct Big SLCHUG Event October 24 or 26, 2017 Topic / Location TBD Breakfast time Event All Event Dates on
 SLCHUG Home Page
  12. 12. #SLCHUG Reminder: September No SLCHUG Event
  13. 13. #SLCHUG INBOUND 2017 All Access Pass for $1,699 - $1,299 - $699 Use my code SLS-P-8UMNHK
  14. 14. #SLCHUG Save The Date Our Next Workshop Thursday, November 30, 2017 Topic / Location TBD Lunchtime Event All Event Dates on
 SLCHUG Home Page
  15. 15. #SLCHUG Save The Date The Next SLCHUG Intensive Thursday, December 28, 2017 Topic TBD Location: Access Development Lunchtime Event HubSpot Users Only - 8-12 Max
  16. 16. #SLCHUG
  17. 17. #SLCHUG#SLCHUG Want to present at an upcoming event? Form on SLCHUG site
  18. 18. #SLCHUG 2017 CONTESTS No INBOUND Contest This Year =( But…
  19. 19. #SLCHUG#SLCHUG We are a SUPER HUG! • 180 HUGs worldwide in 27 Countries • We were first place in last year’s contest • Second in over-all size to San Diego • New Rules this year • Based on attendance • Let’s keep the momentum and growth going at these events • SLC wants this prize this year - Trust me!
  20. 20. #SLCHUG CONNECT
  21. 21. #SLCHUG#SLCHUG
  22. 22. #SLCHUG#SLCHUG Can request from our Homepage
  23. 23. #SLCHUG#SLCHUG
  24. 24. #SLCHUG#SLCHUG
  25. 25. #SLCHUG#SLCHUG
  26. 26. #SLCHUG#SLCHUG
  27. 27. #SLCHUG#SLCHUG 30% off any subscription code: WXX_SLCHUG30 wave.animatron.com
  28. 28. #SLCHUG SHARE TODAY #SLCHUG Twitter - Facebook - Instagram
  29. 29. #SLCHUG READY TO GET STARTED?
  30. 30. #SLCHUG Kyle Jepson HubSpot Academy Sales Professor
  31. 31. #SLCHUG NEXT UP Kyle Jepson
  32. 32. CRM: Aligning Marketing and Sales Instructor: Kyle Jepson
  33. 33. CRM: Aligning Marketing and Sales Instructor: Kyle Jepson
  34. 34. Our purpose is to educate and inspire people so that we, together, transform the way the world does business.
  35. 35. CRM: Aligning Marketing and Sales Instructor: Kyle Jepson
  36. 36. CRM: Aligning Marketing and Sales Instructor: Kyle Jepson
  37. 37. WHAT I’M WORKING ON
  38. 38. 25 interviews = 14h 49m WHAT I’M WORKING ON
  39. 39. 25 interviews = 14h 49m 389 pages of transcripts WHAT I’M WORKING ON
  40. 40. 25 interviews = 14h 49m 389 pages of transcripts 1,274 clips WHAT I’M WORKING ON
  41. 41. 25 interviews = 14h 49m 389 pages of transcripts 364 clips WHAT I’M WORKING ON
  42. 42. http://bit.ly/NewSEC
  43. 43. CRM: Aligning Marketing and Sales Instructor: Kyle Jepson
  44. 44. TODAY’S AGENDA 1. Introduction 2. Lead qualification basics 3. Ensuring MQLs get contacted 4. Closing the loop 5. Q&A
  45. 45. 1 LEAD QUALIFICATION BASICS
  46. 46. LAYING THE GROUNDWORK FOR REVENUE GROWTH FIT: IDENTIFYING THE RIGHT KIND OF BUYER
  47. 47. Janet Comenos CEO Spotted Media http://bit.ly/NewSEC
  48. 48. Buyer Personas Ideal Company Profiles
  49. 49. LAYING THE GROUNDWORK FOR REVENUE GROWTH INTEREST: IDENTIFYING THE ENGAGED BUYER
  50. 50. Jon Dick VP Global Funnel HubSpot Channing Ferrer VP Sales Strategy/Ops HubSpot http://bit.ly/NewSEC
  51. 51. FIT AND INTEREST Good Fit Poor Fit Hand Raisers Active Leads Passive Leads
  52. 52. FIT AND INTEREST Good Fit Poor Fit Hand Raisers Active Leads Passive Leads
  53. 53. Marketing: Hand off to sales Sales: Follow up quickly and persistently FIT AND INTEREST Good Fit Poor Fit Hand Raisers Active Leads Passive Leads
  54. 54. Josh Harcus Founder Huify http://bit.ly/NewSEC
  55. 55. Marketing: Hand off to sales Sales: Follow up quickly and persistently FIT AND INTEREST Good Fit Poor Fit Hand Raisers Active Leads Passive Leads
  56. 56. Marketing: Hand off to sales Sales: Follow up quickly and persistently Marketing: Qualify before handing off Sales: Coordinate followup with marketing FIT AND INTEREST Good Fit Poor Fit Hand Raisers Active Leads Passive Leads
  57. 57. Marketing: Hand off to sales Sales: Follow up quickly and persistently Marketing: Qualify before handing off Sales: Coordinate followup with marketing FIT AND INTEREST Good Fit Poor Fit Hand Raisers Active Leads Passive Leads
  58. 58. Marketing: Hand off to sales Sales: Follow up quickly and persistently Marketing: Nurture to MQL Sales: Find appropriate ways to connect on social Marketing: Qualify before handing off Sales: Coordinate followup with marketing FIT AND INTEREST Good Fit Poor Fit Hand Raisers Active Leads Passive Leads
  59. 59. Marketing: Hand off to sales Sales: Follow up quickly and persistently Marketing: Nurture to MQL Sales: Find appropriate ways to connect on social Marketing: Qualify before handing off Sales: Coordinate followup with marketing Marketing: Group sales webinar Sales: Ignore FIT AND INTEREST Good Fit Poor Fit Hand Raisers Active Leads Passive Leads
  60. 60. Marketing: Hand off to sales Sales: Follow up quickly and persistently Marketing: Nurture to MQL Sales: Find appropriate ways to connect on social Marketing: Qualify before handing off Sales: Coordinate followup with marketing Marketing: Group sales webinar Sales: Ignore FIT AND INTEREST Good Fit Poor Fit Hand Raisers Active Leads Passive Leads
  61. 61. Marketing: Hand off to sales Sales: Follow up quickly and persistently Marketing: Nurture to MQL Sales: Find appropriate ways to connect on social Marketing: Nurture to MQL Sales: Ignore Marketing: Qualify before handing off Sales: Coordinate followup with marketing Marketing: Group sales webinar Sales: Ignore FIT AND INTEREST Good Fit Poor Fit Hand Raisers Active Leads Passive Leads
  62. 62. Marketing: Hand off to sales Sales: Follow up quickly and persistently Marketing: Nurture to MQL Sales: Find appropriate ways to connect on social Marketing: Nurture to MQL Sales: Ignore Marketing: Qualify before handing off Sales: Coordinate followup with marketing Marketing: Group sales webinar Sales: Ignore Marketing: Answer requests Sales: Ignore FIT AND INTEREST Good Fit Poor Fit Hand Raisers Active Leads Passive Leads
  63. 63. Marketing: Hand off to sales Sales: Follow up quickly and persistently Marketing: Nurture to MQL Sales: Find appropriate ways to connect on social Marketing: Nurture to MQL Sales: Ignore Marketing: Qualify before handing off Sales: Coordinate followup with marketing Marketing: Group sales webinar Sales: Ignore Marketing: Answer requests Sales: Ignore FIT AND INTEREST Good Fit Poor Fit Hand Raisers Active Leads Passive Leads
  64. 64. Marketing: Hand off to sales Sales: Follow up quickly and persistently Marketing: Nurture to MQL Sales: Find appropriate ways to connect on social Marketing: Nurture to MQL Sales: Ignore Marketing: Qualify before handing off Sales: Coordinate followup with marketing Marketing: Group sales webinar Sales: Ignore Marketing: Answer requests Sales: Ignore FIT AND INTEREST Good Fit Poor Fit Hand Raisers Active Leads Passive Leads
  65. 65. Marketing: Hand off to sales Sales: Follow up quickly and persistently Marketing: Nurture to MQL Sales: Find appropriate ways to connect on social Marketing: Nurture to MQL Sales: Ignore Marketing: Qualify before handing off Sales: Coordinate followup with marketing Marketing: Group sales webinar Sales: Ignore Marketing: Answer requests Sales: Ignore FIT AND INTEREST Good Fit Poor Fit Hand Raisers Active Leads Passive Leads
  66. 66. 2ENSURING MQLS GET CONTACTED
  67. 67. ENSURING MQLS GET CONTACTED SAVED FILTERS
  68. 68. LET’S PLAY A QUICK GAME: I’m going to say a few things. If what I say describes you, stand up; if it doesn’t, sit down (or stay seated).
  69. 69. Help sales reps find the needle in the haystack. Separate the good-fit, high-interest leads from the other contacts in your database.
  70. 70. Marketing: Hand off to sales Sales: Follow up quickly and persistently Marketing: Nurture to MQL Sales: Find appropriate ways to connect on social Marketing: Nurture to MQL Sales: Ignore Marketing: Qualify before handing off Sales: Coordinate followup with marketing Marketing: Group sales webinar Sales: Ignore Marketing: Answer requests Sales: Ignore FIT AND INTEREST Good Fit Poor Fit Hand Raisers Active Leads Passive Leads
  71. 71. USE FILTERS TO… Identify a particular type of person Give your rep a specific action to take Take the buyer’s context into account
  72. 72. Identify a particular type of person Give your rep a specific action to take USE FILTERS TO… Take the buyer’s context into account
  73. 73. • Job Title • Industry • State/Region, Country, Postal Code • Demographic information TYPE-OF-PERSON PROPERTIES
  74. 74. USE FILTERS TO… Identify a particular type of person (fit) Identify a specific action to take Take the buyer’s context into account (interest)
  75. 75. USE FILTERS TO… Identify a particular type of person (fit) Identify a specific action to take Take the buyer’s context into account (interest)
  76. 76. USE FILTERS TO… Identify a particular type of person Give your rep a specific action to take Take the buyer’s context into account
  77. 77. • Make contact • Follow up • Qualify • Find new point of contact • Invite to event SAMPLE ACTIONS
  78. 78. I WANT MY REPS TO [ACTION] WITH [TYPE OF PERSON] WHO [CONTEXT]. ACTION STATEMENT
  79. 79. I WANT MY REPS TO FOLLOW UP WITH DIRECTOR-LEVEL AND HIGHER LEADS WHO HAVEN’T BEEN SUCCESSFULLY CONTACTED. ACTION STATEMENT
  80. 80. I WANT MY REPS TO SEND A BREAKUP EMAIL TO ANY LEADS WHO HAVE BEEN ATTEMPTED MORE THAN 3 TIMES AND HAVE OPENED AT LEAST 1 EMAIL BUT HAVEN’T REPLIED TO ANY EMAILS. ACTION STATEMENT
  81. 81. 3CLOSING THE LOOP
  82. 82. Marcus Sheridan CEO The Sales Lion http://bit.ly/NewSEC
  83. 83. TWO IMPORTANT PRACTICES Marketing can see what happens to MQLs after the hand-off Sales passes slow-moving leads back to marketing for nurturing
  84. 84. TWO IMPORTANT PRACTICES Marketing can see what happens to MQLs after the hand-off Sales passes slow-moving leads back to marketing for nurturing
  85. 85. WHENEVER A REP MARKS A DEAL AS LOST, THEY SHOULD GIVE A REASON THE SALE FAILED.
  86. 86. Guy was a jerk
  87. 87. http://bit.ly/NewSEC Tracy Eiler CMO InsideView Andrea Austin VP Enterprise Sales InsideView
  88. 88. • Bad timing • Bad fit • Cost • Competitor POSSIBLE CLOSED-LOST REASONS
  89. 89. TWO IMPORTANT PRACTICES Marketing can see what happens to MQLs after the hand-off Sales passes slow-moving leads back to marketing for nurturing
  90. 90. FUNNEL JURISDICTIONS Deal Stages
  91. 91. FUNNEL JURISDICTIONS Lifecycle Stages
  92. 92. • Subscriber • Lead • Marketing Qualified Lead • Sales Qualified Lead • Opportunity • Customer • Evangelist • Other LIFECYCLE STAGES
  93. 93. FUNNEL JURISDICTIONS ?????
  94. 94. FUNNEL JURISDICTIONS Lead Status
  95. 95. • Try again in six months • Waiting for a bargain • Needs more education POSSIBLE PASS-BACK STATUSES
  96. 96. 4QUESTIONS?
  97. 97. Kyle Jepson kjepson@hubspot.co @kyle_jepson
  98. 98. THANK YOU.
  99. 99. #SLCHUG#SLCHUG Thank You!
  100. 100. #SLCHUG#SLCHUG Q & A
  101. 101. #SLCHUG Save The Date Our Oct Big SLCHUG Event October 24 or 26, 2017 Topic / Location TBD Breakfast time Event All Event Dates on
 SLCHUG Home Page
  102. 102. #SLCHUG 111 Search Engine Optimization Blogging & Social Media Lead Generation Email & Automation Marketing Analytics Lead Management

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