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SLCHUG Event - Feb 23 2017 - Marketing and Sales Automation

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We had a great event this month. In town from Boston we had Kit Lyman. Local HubSpotter David Malmborg discussed his journey with HubSpot and SalesForce implementation. Brandon talked about his success with lead flows. And Doc talked about the Meetings feature in in HubSpot Sales pro.

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SLCHUG Event - Feb 23 2017 - Marketing and Sales Automation

  1. 1. #SLCHUG Good morning
  2. 2. #SLCHUG Agenda • Welcome • Introductions & House Keeping w/ Doc • Meetings in CRM w/ Doc • Lead Flows w/ Brandon • Alignment in SMarketing (SalesForce) w/ David • Align Marketing & Sales w/ Kit • 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 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 Registered 150 Almost 50% Brand New. Welcome!
  9. 9. #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
  10. 10. #SLCHUG Our Goals For SLCHUG • Frequency – Minimum 4 times a year – Fill-in workshops announcing today! – 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
  11. 11. #SLCHUG
  12. 12. #SLCHUG INFORMAL POLL RESULTS Someplace More Central Better/Free Parking More Topics Per Meeting Deeper Dive Into Toolsets
  13. 13. #SLCHUG Save The Date The First SLCHUG Workshop Thursday, March 23, 2017 Topic TBD Location is HireVue Lunchtime Event HubSpot Users Only - 35 Max
  14. 14. #SLCHUG Save The Date The First SLCHUG Intensive Thursday, April 27, 2017 Topic TBD Location is TBD Lunchtime Event HubSpot Users Only - 15-20 Max
  15. 15. #SLCHUG Save The Date Our Next Big SLCHUG Event Thursday, May 26, 2017 Topic / Location TBD All Event Dates on
 SLCHUG Home Page
  16. 16. #SLCHUG#SLCHUG Want to present at an upcoming event? Form on SLCHUG site soon.
  17. 17. #SLCHUG 2017 CONTESTS No INBOUND Contest This Year =( But…
  18. 18. #SLCHUG#SLCHUG Attendance Prize for one lucky attendee from HubSpot at the next big Q2 Event on May 26th
  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 eMail will go out on how to join. Can request from our Homepage
  23. 23. #SLCHUG READY TO GET STARTED?
  24. 24. #SLCHUG MEETINGS
  25. 25. #SLCHUG#SLCHUG PAID CRM FEATURE
  26. 26. #SLCHUG#SLCHUG
  27. 27. #SLCHUG#SLCHUG
  28. 28. #SLCHUG#SLCHUG
  29. 29. #SLCHUG#SLCHUG
  30. 30. #SLCHUG#SLCHUG
  31. 31. #SLCHUG#SLCHUG
  32. 32. #SLCHUG#SLCHUG
  33. 33. #SLCHUG#SLCHUG
  34. 34. #SLCHUG#SLCHUG Automatically: • Creates Calendar entry on your calendar • Sends invite and adds to prospect calendar • Adds to contact timeline
  35. 35. #SLCHUG#SLCHUG
  36. 36. #SLCHUG#SLCHUG
  37. 37. #SLCHUG#SLCHUG Sequences are awesome!
  38. 38. #SLCHUG#SLCHUG
  39. 39. #SLCHUG#SLCHUG Additional Success Stories & Uses • CTA on pages to be booked direct • TY Offer Pages - All Stages of buyer’s journey but especially on request demo/contact type pages • Have option for visitor to book you right now - You are on their mind • Pro tip - Add a TY video on page inviting them to book you • Don’t make them wait for you to “follow-up” on the lead • People who book you are HOT • You are immediately on their calendar • They book the time with you, so they will show up • Less chance for meeting to cancel / Higher show rates • Close more deals!
  40. 40. #SLCHUG THAT’S MEETINGS
  41. 41. #SLCHUG#SLCHUG Thank You!
  42. 42. #SLCHUG NEXT UP Brandon Carter
  43. 43. #SLCHUG BRANDON CARTER @bscarter Marcom Manager HubSpot Customer Co-Leader of SLCHUG
  44. 44. Lead Flows
  45. 45. POPUPS ARE GARBAGE
  46. 46. POPUPS ARE GARBAGE WORK!
  47. 47. Why Lead Flows? Built-in Free (with branding for non-HS customers) Integrates with CRM, Workflows Customizable
  48. 48. Source: http://academy.hubspot.com/lead-flows-videos-training
  49. 49. The Usual Suspects Two Years 450,000 views 411 Submissions .1% Conversion Rate Two Years 58,000 views 69 Submissions .1% Conversion Rate
  50. 50. Lead Flows
  51. 51. Lead Flows
  52. 52. Lead Flows
  53. 53. Three Month Results 311 New Subscribers 1% conversion rate That’s good compared to the previous . 1%! Visits from Subscribers up 20% Shares up 30% 36% opened an email 11% converted on a second form A/B Testing ongoing Colors, position Slide-in vs Pop-up vs Drop Down
  54. 54. POPUPS ARE GARBAGE WORK! @bscarter http://blog.accessdevelopment.com
  55. 55. #SLCHUG#SLCHUG Thank You!
  56. 56. #SLCHUG NEXT UP David Malmborg
  57. 57. #SLCHUG DAVID MALMBORG @DavidMalmborg Marketing Director and HubSpot Customer
  58. 58. Alignment in SMarketing: Theory and Tools Details on how FairCom integrates 
 Hubspot with Salesforce.com Presented by David Malmborg, Marketing Director
  59. 59. Alignment in SMarketing: Theory and Tools The Lessons Learned when Integrating 
 Hubspot with Salesforce.com Presented by David Malmborg, Marketing Director
  60. 60. Click Header & Footer on the Insert tab to edit this footer ▪Hired their first marketing employee in 2015 ▪Launched Salesforce.com Q1 2015, Hubspot Q2 2015, and Zen Desk Q3 2015 ▪Prior Everything was handled in Lotus Notes 2/22/17 60 Brief History of FairCom ▪Founded 1979 ▪Customers in over 100 countries ▪Offices on three continents ▪Used by 43% of Fortune 100 companies ▪95.3% technology satisfaction rate as reported by customers ▪Millions of end-user deployments worldwide
  61. 61. Click Header & Footer on the Insert tab to edit this footer2/22/17 61
  62. 62. Marketing and Sales Funnel Optimization Lifecycle Stages Match Departments 5/11/16 MARKETING SUPPORT SALES Prospect Lead MQL SQL Ops Customer Support
  63. 63. Marketing and Sales Funnel Optimization Lifecycle Stages Match Tools 5/11/16 Hubspot ZenDesk Salesforce.com Prospect Lead MQL SQL Ops Customer Support
  64. 64. Click Header & Footer on the Insert tab to edit this footer Integration 7 | 2/22/17
  65. 65. Click Header & Footer on the Insert tab to edit this footer2/22/17 65
  66. 66. Click Header & Footer on the Insert tab to edit this footer Basic Settings Create a Integrator’s Log-in for Salesforce.com 2/22/17 66
  67. 67. Click Header & Footer on the Insert tab to edit this footer Basic Settings Check which CRM Objects you want to Sync: Leads/Contacts, Companies/Accounts, Deals/Opportunities, Tasks /Activities 2/22/17 67
  68. 68. Click Header & Footer on the Insert tab to edit this footer Basic Settings Create a Custom Inclusion List for your SFDC Sync 2/22/17 68
  69. 69. Click Header & Footer on the Insert tab to edit this footer Basic Settings Determine your Country and State Picklist Options 2/22/17 69
  70. 70. Click Header & Footer on the Insert tab to edit this footer Basic Settings Determine your Country and State Picklist Options 2/22/17 70
  71. 71. Click Header & Footer on the Insert tab to edit this footer Field Mapping 2/22/17 71
  72. 72. Click Header & Footer on the Insert tab to edit this footer Field Mapping Need to Create Custom Fields Both Ways and then Map them 2/22/17 72
  73. 73. Click Header & Footer on the Insert tab to edit this footer Field Mapping Lead Status vs Status 2/22/17 73 Custom Mapping Default Mapping
  74. 74. Click Header & Footer on the Insert tab to edit this footer Field Mapping Employees vs Company Size 2/22/17 74 Custom Mapping Default Mapping
  75. 75. Click Header & Footer on the Insert tab to edit this footer Field Mapping HubSpot Owner vs Salesforce Owner 2/22/17 75
  76. 76. Click Header & Footer on the Insert tab to edit this footer Field Mapping Opportunity Records Need a Contact 2/22/17 76
  77. 77. Click Header & Footer on the Insert tab to edit this footer 
 Syncing Workflows 20 | 2/22/17
  78. 78. Click Header & Footer on the Insert tab to edit this footer2/22/17 78
  79. 79. Click Header & Footer on the Insert tab to edit this footer Keeping it *NSYNC 2/22/17 79
  80. 80. Click Header & Footer on the Insert tab to edit this footer SFDC Account Name to Lead Company Sync 23 | 2/22/17
  81. 81. Click Header & Footer on the Insert tab to edit this footer Original Source vs. Lead Source 24 | 2/22/17
  82. 82. Click Header & Footer on the Insert tab to edit this footer Campaigns & Reporting 2/22/17 82
  83. 83. Click Header & Footer on the Insert tab to edit this footer Offline Campaigns 2/22/17 83
  84. 84. Click Header & Footer on the Insert tab to edit this footer Creating a Campaign 27 | 2/22/17
  85. 85. Click Header & Footer on the Insert tab to edit this footer Campaign Workflow 28 | 2/22/17
  86. 86. Click Header & Footer on the Insert tab to edit this footer Campaign Workflow 29 | 2/22/17
  87. 87. Click Header & Footer on the Insert tab to edit this footer Offline Campaigns 2/22/17 87 Offline Lead Uploads
  88. 88. Click Header & Footer on the Insert tab to edit this footer Reporting ▪Campaign Metrics For HubSpot • Leads • MQLs • Sources 31 | 2/22/17 ▪Campaign Metrics For Salesforce • ROI • Velocity • MQL Closure Rates
  89. 89. Click Header & Footer on the Insert tab to edit this footer Reporting 32 | 2/22/17 Train Your Sales Team on the Process
  90. 90. Click Header & Footer on the Insert tab to edit this footer Reporting 33 | 2/22/17 Then Set Automation to Remind Them
  91. 91. Click Header & Footer on the Insert tab to edit this footer Thank You! 2/22/17 91 Director of Marketing @David Malmborg David Malmborg
  92. 92. #SLCHUG#SLCHUG Thank You!
  93. 93. #SLCHUG NEXT UP Kit Lyman
  94. 94. #SLCHUG KIT LYMAN @_KitHappens Implementation Specialist
  95. 95. MARKETING SALES Five Actionable Steps to Align Marketing & Sales
  96. 96. Agenda 1. Reveal the top qualifying indicators 2. Understand who is King: Account vs. Contact 3. Discover & set up lead assignment 4. Implement internal notifications & tasks 5. Determine reporting metrics to help sales
  97. 97. 7983 BC
  98. 98. VILLAGE PLOT
  99. 99. FUTURESGOVERNORS COOKSHUNTERS
  100. 100. HUNTER HUNTER TRAINER
  101. 101. What went wrong?
  102. 102. HUNTER TRAINER GOVERNORS FUTURES HUNTER XXXX GOVERNOR ZZZZ COOK YYYY
  103. 103. How does this relate to us today?
  104. 104. ONE TEAM The misconception about marketing today is that it isn’t about how many leads are being passed to sales—it’s about how many good leads are being passed to sales. In order to do this, everyone needs to be sitting at the same table.
  105. 105. Reveal top qualifying indicators 1
  106. 106. Lead qualification is vital to your overall success Focusing on unqualified leads wastes time, while overlooking leads loses your company money.
  107. 107. FIT How well a person or organization aligns with your buyer persona or ideal buyer profiles.
  108. 108. Pinpointing qualifiers is a great way to align sales to marketing by looping them into your process.
  109. 109. Two Ways to Start the Conversation 1. Have each of your sales reps fill out a questionnaire
  110. 110. Two Ways to Start the Conversation 1. Have each of your sales reps fill out a questionnaire 2. Create Buyer Profiles with your sales team
  111. 111. Sample Buyer Profile
  112. 112. Once you have your qualifiers, format your form questions with segmentation in mind.
  113. 113. FIELD TYPE On forms, ask close-ended questions any chance you can (dropdown select, radio select, multiple checkboxes, etc.)
  114. 114. Using Dependent Fields: Use !" dependent fields when property options are exhaustive and it requires an “Other” option
  115. 115. LEAD STATUS This property gives your reps the ability to keep track of how a lead is progressing. Possible lead statuses: • Attempt to connect • Qualify • Find passive buyers • Bad timing
  116. 116. CUSTOM VIEWS A view is a collection of filters that has been saved for easy access. Separate the good-fit, high- interest leads from the other contacts in your database.
  117. 117. A SUCCESSFUL CUSTOM VIEW 1. Identifies a particular type of person 2. Takes the buyer’s context into account 3. Identifies a specific action to take
  118. 118. Understand who is King: Account vs. Contact 2
  119. 119. This doesn’t mean the contact loses its value, but rather emphasizes the importance of passing and sharing valuable information from one record to another.
  120. 120. For accounts that are added to HubSpot’s free CRM, certain fields are pre- populated with useful information, such as address, industry, and number of employees.
  121. 121. Common Interest Questions to Ask 1. What software/hardware does your current company use? 2. What services are you interested in? 3. What are your primary company challenges? 4. How many employees are in your X department?
  122. 122. WORKFLOWS: Copy Properties Step 1: Create Matching Company Properties
  123. 123. WORKFLOWS: Copy Properties Step 1: Create Matching Company Properties Step 2: Set starting condition for workflow targeting contact property
  124. 124. WORKFLOWS: Copy Properties Step 1: Create matching company properties Step 2: Set starting condition for workflow targeting contact property Step 3: Select workflow actions
  125. 125. Discover and set up lead assignment 3
  126. 126. Three Ways Leads Get Assigned 1. Territory 2. Account (all branches and affiliates) 3. Category (specific interest in products and/ or services)
  127. 127. LEAD ASSIGNMENT: SINGLE Based on the initial workflow criteria, a contact would get assigned to one rep in a single assignment workflow.
  128. 128. LEAD ASSIGNMENT: ROTATION Based on the initial workflow criteria, contacts will get evenly distributed to the reps included on the rotator.
  129. 129. Implement internal notifications and tasks 4
  130. 130. Standard Internal Alert Examples 1. Initial lead assignment – alerting the sales rep a new contact has been assigned to him/her 2. Specific form submissions – alerting the sales rep of a recent submission 3. Hot lead notification – alerting the sales rep of active engagement, most often connected to lead scoring 4. Task assignments/SMS alerts – alerting the sales rep of incomplete to-do items relating to a contact
  131. 131. All of these notifications can be set up with an automation tool—in HubSpot’s case—it would be Workflows. But it’s important to ask your rep what information he/she wants to stay up-to-date on and how that information is delivered.
  132. 132. PERSONALIZATION TOKENS Depending on what the email is covering, use personalization tokens in you internal emails to share contact information sales is interested in. HubSpot has a token called “Internal Contact Record,” which links back to the contact in HubSpot. Include this token in each internal email.
  133. 133. HubSpot workflows tool has a variety of ways to alert a rep. Always check in with your sales team about what will help them be more
  134. 134. How Leads Signal Their Interest 1. Trigger Events 2. Email Clicks 3. Website Visits 4. Conversion events (fill out form on website) 5. Contact sales
  135. 135. Determine reporting metrics to help sales 5
  136. 136. A usual sentiment felt among sales teams is not understanding what is working and what isn’t. Reporting should help reps be more productive, more efficient, and more organized.
  137. 137. Questions Marketing Should Ask Sales 1. What areas of your process need refinement? What are the triggers to create a deal/opportunity and do you want that creation automated? 2. What do you need from the automation side to help move your deals through the pipeline? 3. What properties should we use internally (i.e. lead status) to prioritize sales leads vs marketing ones? 4. What type of reports would help your day-to-day?
  138. 138. This is a free report that comes with the HubSpot CRM platform, and companies set up rewards programs based off this report to drive adoption and push engagement with the CRM.
  139. 139. Highlight high producers on your sales team.
  140. 140. CUSTOM VIEWS Continue to help sales organize their data and refine their process by creating custom views for contacts, companies, and/or deals. These custom views can be shared with the team and made default by each rep, helping them prioritize.
  141. 141. REPORTING ADD-ON Custom dashboards for sales teams as well as individuals can be created to keep track of productivity and overall performance.
  142. 142. To create a bridge between two sides, you need to first build the supports, or piers, to create a sustainable connection.
  143. 143. Be a HubSpot champion. Start conversations. Take actionable steps. Work as one team. Use the tools at your disposal. If you do that, your village will never go hungry.
  144. 144. #SLCHUG#SLCHUG Thank You!
  145. 145. #SLCHUG#SLCHUG Panel Questions?
  146. 146. #SLCHUG#SLCHUG Coming Soon The Podcast Diving deeper into HubSpot tools and Inbound Methodology, and User Stories & More
  147. 147. #SLCHUG#SLCHUG
  148. 148. #SLCHUG 155 Search Engine Optimization Blogging & Social Media Lead Generation Email & Automation Marketing Analytics Lead Management
  149. 149. #SLCHUG Save The Date Our Next Big SLCHUG Event Thursday, May 26, 2017 Topic / Location TBD All Event Dates on
 SLCHUG Home Page

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