The document discusses how sales teams need to adapt to inbound leads. It suggests that outbound sales techniques of constantly pitching and closing will not work for inbound leads generated through content and online engagement. Instead, it advocates that salespeople should monitor prospects' online behavior, engage with them through relevant content instead of pitches, help prospects as thought leaders rather than just closing deals, and focus on understanding prospects' needs to provide solutions. The document promotes transforming sales processes to connect with leads through insightful online conversations rather than traditional outbound calls focused on closing.

1. HELP! MY SALES TEAM
THINKS OUR INBOUND
LEADS SUCK.
Mark Roberge
SVP Sales and Services – HubSpot
@markroberge
#inbound13

2. Old School Sales and Marketing
•
Trade Show Booths
•
Build Lists
•
Logo Design
•
Cold Call High
•
Messaging
•
Lead with Elevator Pitch
•
Pitch Decks
•
Always Be Closing

3. New School Marketing, Old School Sales
•
Social Media
•
Build Lists
•
Blogging
•
Cold Call High
•
SEO
•
Lead with Elevator Pitch
•
Content
•
Always Be Closing

4. Transform the way
you target leads.
#inbound2013

5. Inbound Flips the “Good Fit/Has Pain” Model
on Its Head. Filtering Leads is a Must.
OUTBOUND SALES
Good Fit
Has Pain

6. Inbound Flips the “Good Fit/Has Pain” Model
on Its Head. Filtering Leads is a Must.
OUTBOUND SALES
INBOUND SALES
Good Fit
Has Pain
Has Pain
Good Fit

7. Avoid the lead
scoring trap.

8. Use Buyer Context to Determine when
to Pass Leads to Sales
Enterprise
Mid Market
Small
Business
Prospect
Lead
Opportunity
Customer
Prospect
Lead
Opportunity
Customer
Prospect
Lead
Opportunity
Customer

9. Use Buyer Context to Determine when
to Pass Leads to Sales
Enterprise
Mid Market
Small
Business
Prospect
Lead
Opportunity
Customer
Prospect
Lead
Opportunity
Customer
Prospect
Lead
Opportunity
Customer

10. Use Buyer Context to Determine when
to Pass Leads to Sales
Enterprise
Mid Market
Small
Business
Prospect
Lead
Opportunity
Customer
Prospect
Lead
Opportunity
Customer
Prospect
Lead
Opportunity
Customer

11. Use Buyer Context to Determine when
to Pass Leads to Sales
Enterprise
Mid Market
Small
Business
Prospect
Lead
Opportunity
Customer
Prospect
Lead
Opportunity
Customer
Prospect
Lead
Opportunity
Opportunity
Customer

12. Use Buyer Context to Determine when
to Pass Leads to Sales
Enterprise
Mid Market
Small
Business
Prospect
Lead
Opportunity
Customer
Prospect
Lead
Opportunity
Customer
Prospect
Lead
Opportunity
Opportunity
Customer

14. Transform the way
you prospect leads.
#inbound2013

15. How an Outbound Trained Sales Person
Prospects an Inbound Lead
#1
“Hi Mark. This is John from XYZ Company. We help
sales executives streamline their closing process with
our state of the art electronic signature technology.
Are you free at 1 PM tomorrow to discuss?”
5/27 at 3 PM

16. How an Outbound Trained Sales Person
Prospects an Inbound Lead
Voicemail #1: 5/27 at 3 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing
process with our state of the art electronic signature technology. Are you free at 1 PM
tomorrow to discuss?”
#2
“Hi Mark. This is John from XYZ Company. We help sales executives
streamline their closing process with our state of the art electronic
signature technology. Are you free at 1 PM tomorrow to discuss?”
5/29 at 2 PM

17. How an Outbound Trained Sales Person
Prospects an Inbound Lead
Voicemail #1: 5/27 at 3 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of
the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #2: 5/29 at 2 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of
the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
#3
“Hi Mark. This is John from XYZ Company. We help sales executives
streamline their closing process with our state of the art electronic
signature technology. Are you free at 1 PM tomorrow to discuss?”
6/1 at 4 PM

18. How an Outbound Trained Sales Person
Prospects an Inbound Lead
Voicemail #1: 5/27 at 3 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our
state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #2: 5/29 at 2 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state
of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
Voicemail #3: 6/1 at 4 PM
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state
of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?”
#4
“Hi Mark. This is John from XYZ Company. We help sales executives streamline their
closing process with our state of the art electronic signature technology. Are you free at
1 PM tomorrow to discuss?”
6/4 at 3 PM

19. How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting Approach

20. How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting Approach
Social Media
Website
Email

21. How an Inbound Trained Sales Person
Prospects an Inbound Lead
Research
Monitor and React
Inbound Prospecting
Approach
HOW DOES
THAT WORK?

22. How an Inbound Trained Sales Person
Prospects an Inbound Lead
#1
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B
Lead Generation through Facebook. I took a look at your company Facebook
presence and had two quick ideas to run by you. I will email them to you now. Let
me if you would like to go over them.”
5/27 at 7 AM

23. How an Inbound Trained Sales Person
Prospects an Inbound Lead
Voicemail #1 5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I
took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let
me if you would like to go over them.”
#2
“Hi John. This is Mark from HubSpot. I found a case study of one of you
customers that is in your industry that increased their lead flow by 50% using
Facebook. I will email you the case study and am happy to walk you through their
process when you have a moment.”
5/29 at 6 PM

24. How an Inbound Trained Sales Person
Prospects an Inbound Lead
5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a
look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you
would like to go over them.”
5/29 at 6 PM
“Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their
lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have
a moment.”
#3
“Hi John. This is Mark from HubSpot. I actually ran your marketing grader report
side by side with the HubSpot customer in your vertical. The report yields a few
additional opportunities for lead generation in social media. I’ll email you the
report now and am happy to walk you through it.”
6/1 at 12 PM

25. How an Inbound Trained Sales Person
Prospects an Inbound Lead
5/27 at 7 AM
“Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look
at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to
go over them.”
5/29 at 6 PM
“Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead
flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a
moment.”
6/1 at 12 PM
“Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side by side with the HubSpot customer in your
vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am
happy to walk you through it.”
#4
“Hi John. This is Mark from HubSpot. I have not heard back from you so I am going to assume
that generating more leads through social media in 2013 is no longer a priority. Call me
anytime if things change.”
6/4 at 10 AM

26. LTV COCA
LTV / COCA
Apply Science to Optimize the Prospecting Cadence
Attempt #
Attempt
All
Leads
Enterprise
Erin
Leads
Small Business
Ollie
Leads
Mid Market
Ollie
Leads
* Data has been altered from actual HubSpot data for the purposes of this presentation.

27. Sales needs to monitor prospects’
interactions everywhere.

28. Monitoring For Individual Triggering Events
Prospect mentions your company, a competitor, or an industry
term in social media.
Prospect opens an email you sent them.
Prospect visits your website.
Prospect changes role in LinkedIn.
Customer mentions you in Twitter.

29. Transform the way you
connect with leads.
#inbound2013

30. The Old School Sales Process
“Let’s talk profit margins!”
“Let’s.”

31. When Old School Tries to Go New School
“Let’s talk profit margins!”
“Huh?”

32. Transform Your Sales To Connect With Influencers
“Let’s talk marketing strategy.”
“Great. My boss is looking
to boost site traffic. Let’s
get him on this call.”

33. Transform the way your
prospects perceives your
sales people.
#inbound2013

34. A lways
Be
C losing

35. Always Be Closing
ALWAYS BE
HELPING

36. Train Sales to “Live” in your Prospects’ World

37. Set Them Up to be Thought Leaders

38. Sales isn’t pitching and
closing. It’s diagnosing and
prescribing.
#inbound2013

39. We Should Chat
inboundsales@hubspot.com
#inbound2013