Long gone are the days of Excel and secretive sales lists. Fintechs looking for savvy sales tips and best practices for using the powerful HubSpot Sales Hub tool suite, look no further. Join this event for expert advice on how to automate the heck out of your sales and marketing funnel to deliver friction-free, closed-won deals. In this 45 minute workshop, we take a deep-dive into how you can optimise these tools, from sequences to deal boards, plus all the reporting and analytics you could ever want. It's the ideal platform to align your marketing and sales activities so that you can build a smooth sales process, minimise time to close, maximise deal sizes and make your sales team more productive. If you know what you're doing. We're here to point you in the right direction and inspire you to take action. This event is hosted by Matthew Stibbe, CEO of Articulate Marketing.

1. Articulate Marketing
Friction-free sales
for Fintechs in
HubSpot
Matthew Stibbe
Articulate
Marketing
3 August 2022

2. Articulate Marketing
About me
Matthew Stibbe, CEO Articulate
Marketing
Geek, writer, marketer, boss, entrepreneur, wine
bore, former pilot and game designer

3. Articulate Marketing
Articulate Marketing
Founded in 2003
•
Specialists in B2B tech and focused on
fintechs
•
CFO ex-Visa, GE Capital
•
HubSpot Diamond Partner
•
B Corp
•
Climate-positive employer
•

4. Articulate Marketing
We have been directly rostered by world-class
clients
Including: Microsoft, Dell, Claranet, HPE, Google,
LinkedIn, Symantec, HSBC
The highest standards for the biggest names

5. Articulate Marketing
Why is sales efficiency important?

6. Articulate Marketing
The fundamental point
Sales efficiency = spending more time on good-fit leads
that are more likely to convert and less time on other
things.

7. Articulate Marketing
Most of your prospects are not a
good fit
50% of them, in fact
Source: Sales Insight Lab

8. Articulate Marketing
The job is getting harder
SDRs now have to make more touches per lead and make
those touches more relevant and personalized. It takes 18
dials to connect with a buyer. Only 23.9% of sales emails
are opened.
Source: Gartner

9. Articulate Marketing
‘Other things’ are
very time-
consuming
Salespeople spend just one-
third of their day actually talking
to prospects.
Source: HubSpot

10. Articulate Marketing
So this webinar aims to help you use HubSpot to address
these three critical issues
Prioritising better quality leads
•
Connecting more often with less work
•
Spending less time on ‘other things’ than sales
•

11. Articulate Marketing
Prioritising better quality leads

12. Articulate Marketing
Inbound leads through your website are likely to be
warmer
But most companies miss out this opportunity

13. Articulate Marketing
1 per 1000
0.1-0.3% conversion rate
For sites with no conversion options apart from
a traditional contact page form
For every 1,000 visitors, 1-3 people engage.
Usually, for low-traffic sites, this is because
people search for the company by name and then
use the contact form to get in touch. Very BOFU.

14. Articulate Marketing
10+ per 1000
Benchmark conversion rate: 1-
2%
Huge opportunity cost of missed inbound
leads
For every 1,000 visitors, 10-20 engage
Fully-optimised sites can hit 4-5%

15. Articulate Marketing
Conversion rate
benchmarks
(Source: Unbounce)

16. Articulate Marketing
More conversion rate
benchmarks
(Source: Lusha)

17. Articulate Marketing
Predictive lead
scoring
Use HubSpot's AI tool to prioritise high-
value contacts for sales activity
Record sales outcomes so this works
properly
•
Compare results with your own
customised lead scoring
•

18. Articulate Marketing
Manual lead scoring
Add criteria and score them
Tip: think through your data and make the score
granular and multi-dimensional so that it’s ramped
and not ‘lumpy’.
Tip: use the test feature to test good and bad
prospects against your model

19. Articulate Marketing
Use scores to prioritise not filter

20. Articulate Marketing
Contact filters
Create and save lists. Add the
score column. Sort by Score to
prioritise higher value leads.
Examples: recent subscribers or form
submissions, recent website revisits for SQLs,
event attendees. Edit properties.

21. Articulate Marketing
Auto-disqualification
Consider using workflows to auto-disqualify
contacts, e.g. for webmail, wrong country, known
competitor, etc. leaving only MQLs for further
human qualification

22. Articulate Marketing
Deal board
customisations
We suggest adding company name in deal
name
•
Key fields: owner, value, next steps
•
‘Priority’ is a kind of bonus field in cards - use
it
•
Use ‘Mark inactive’ - this is a very powerful
way of highlighting stale deals
•

23. Articulate Marketing
LinkedIn Sales
Navigator
Useful for fast initial 'sanity check' lead
qualification
Tip: Connect on LinkedIn before cold calling or
emailing, it's a polite way to 'introduce yourself'

24. Articulate Marketing
Contact enrichment from
HubSpot Insights
HubSpot Insights is a database of company
information that HubSpot gathers by combining
third party data, web crawling, and
crowdsourcing.
Tips
Use workflows to copy properties like website
URL, company name, phone number etc. to
individual contact records.
•

25. Articulate Marketing
Contact enrichment
from email
Switch this option on and integrate your Gmail or
Microsoft email account to capture things like
phone numbers and job titles from people's
emails (including out-of-office replies).

26. Articulate Marketing
Connecting more often with less
work

27. Articulate Marketing
Templates and
sequences
If you send an email more than twice, template it
•
Use personalisation (but remember to set default
tokens)
•
Include meeting links (get the prospect to do as much
work for you as possible)
•

28. Articulate Marketing
Signatures and
reusability
Create a .sig and don’t include the sign
off in email templates and then the
templates are reusable by anyone

29. Articulate Marketing
Sequences
Cohort test constantly
•
Integrate with tasks and LinkedIn to create
multi-touch sales engagements
•
8-12 touch points per lead before you give up!
•

30. Articulate Marketing
Spending less time on ‘other things’

31. Articulate Marketing
Meetings
Avoid meeting-setting ping-pong
Round-robin
•
Include in your email footer
•
Add Teams or Zoom integration
•
Embed calendar in pages
•
Ask ‘what’s your priority for this meeting’
•

32. Articulate Marketing
Define meeting types
Define meeting types and outcomes
Record them for each call
= Painless activity reporting
Tips
Use task lists to do call-out blocks
•
Check out HubSpot's built in reports
•
Logging calls lets you build lists based on last
contact date
•

33. Articulate Marketing
Scan business cards
HubSpot app is free for Android and iOS
www.hubspot.com/products/business-card-
scanner-app
Tips
Use the HubSpot app as a contact database on
your phone and enable Call ID
•

34. Articulate Marketing
Task sync
Manage your sales tasks alongside your other tasks using
Unito.io
Build tasks into sales sequences to prompt calls, reminders,
LinkedIn connects etc.

35. Articulate Marketing
Zapier
Automate business processes, e.g. trigger a
client onboarding workflow when a deal is
closed won

36. Articulate Marketing
And finally...

37. Articulate Marketing
Let's talk
Video and slides appearing soon on articulatemarketing.com
Email me with questions at matthew@articulatemarketing.com
Book a call with me: www.articulatemarketing.com/meet

38. Articulate Marketing