Build the B2B Inbound Sales-Marketing Engine you Need to Scale your SaaS Business. Agenda: Case: “From Outbound Sales to Inbound Lead Engine” by Ida Normark Rasmussen, Marketing Funnel Manager, Valuer.ai. Expert Advice: “How we built Valuer’s lead engine in HubSpot” by Lotte, Helion B2B

1. Nordic SaaS HubSpot User Group
Build the B2B Inbound Sales-Marketing
Engine you Need to Scale your SaaS Business
Lotte Nedergaard Lauridsen
Co-Founder & Partner
Helion B2B
lnl@helionb2b.com
Ida Normark Rasmussen
Funnel Manager
Valuer.ai
inr@valuer.ai

2. Nordic SaaS HubSpot User Group
As a member of the Nordics SaaS HUG you will:
● Learn from proven cases of inbound-driven business
success
● Get to share the HubSpot practices that support your
growth journey
● Meet fellow 'Inbounders' who share industry-specific
challenges and aspirations
The Nordics SaaS HUG is a community-led, non-commercial
initiative adhering to the official HubSpot User Group principles.

3. Nordic SaaS HubSpot User Group
Agenda
● Case: “From Outbound Sales to Inbound Lead
Engine” by Ida Normark Rasmussen, Marketing
Funnel Manager, Valuer.ai.
● Expert Advice: “How we built Valuer’s lead
engine in HubSpot” by Lotte, Helion B2B
● Q&A

4. 20th April 2022
Part 1
Valuer’s journey to create an automated
inbound lead engine

5. Valuer - What we do
01.

6. ● Search and find new innovation
providers
● Deep dive into new
technologies and discover
trends
Navigate and connect the dots
on the world’s innovation and
startup scene

7. Why we changed
03.

8. New business model &
brand identity; new
approach to acquire, nurture
and transform leads
Data Driven
Need to multiply and qualify leads
against data - not personal opinions
Digital lead engine
Automation
In order to scale and accommodate for
more leads, and to nurture the leads
gathered, we needed to automate a lot of
our CRM setup

9. Where we are now
04.

10. 6+ months later
We have transformed the way we work our
product and our leads;
● Productled sales
● established cross functional alignment,
● Implemented funnel management,
● Enforcing real-time outreach, etc.
We have built an engine that nurtures leads in
their stage of their buying journey.

11. 1. CRM clean-up
2. Global form setup
3. Buyer personas
4. Content strategy
5. Lead handover strategy
6. Sales performance
7. Board reporting
How we built Valuer’s lead engine in HubSpot
Our seven areas of focus:

12. ● Unassigned contacts and companies were
assigned an owner based on defined lead rotation
rules [we’ll get back to this]
● Deletion of bounced contacts
● Deletion of inactive contacts without marketing
consent and sales interaction (6+ months)
● Deletion of approx 4.000 companies without
associated contacts
1. CRM clean-up to secure data hygiene
Keep a tidy CRM hygiene to secure the best possible sales and
marketing experience for your potential customers.

13. ● We agreed upon a series of data points we needed
for our marketing and sales automation and
outreach
● Blacklisting of free email domains
● Global form setup consisting of an awareness,
consideration, decision and contact form
2. Capturing the right data with global forms
Make sure you collect the right data in the different stages of
the buyer’s journey with a global form setup in HubSpot.

14. 1. Awareness*: Name, email, country
2. Consideration*: Name, email, country, company size
3. Decision*: Name, email, country, company size, phone number
4. Contact*: Name, email, country, company size, phone number, message
*Progressive fields: Job title, company name, area of work [buyer persona]
We create forms for all stages of the funnel, and we only ask the
for the information we need.
HubSpot global form setup example

15. 3. Creating buyer personas for maximum impact
A buyer persona gives you insights into what challenges
trigger your target group’s information seeking, what
problems they are trying to solve, as well as their needs and
barriers for purchase through their buyer’s journey.
● First, we made an outline of our target audience
based on industry, job functions and decision
making power
● Then, we collected data and interviewed potential
customers for each industry and analyzed data to
build our buyer personas
● Outcome was 5 different buyer personas built for
our specific industries of interest

16. 4. Full funnel content strategy
Understand problem
Research solutions and vendors
Choose solution and vendor

17. 8
Artificial
Intelligence
7
6
5
4
3
2
1
8
Innovation
7
6
5
4
3
2
1
8
Valuer Platform
7
6
5
4
3
2
1
We created 4 new content clusters based on a content workshop and a SEO analysis.
4. Valuer content clusters
8
Investment
7
6
5
4
3
2
1

18. 4. Valuer platform examples
8
Valuer
Platform
7
6
5
4
3
2
1
The ROI of the
Valuer platform
10 best ways to identify
new business opportunities
with Valuer
The best tips for
identifying trends and
opportunities with Valuer
How to use Valuer to do a
sustainability deep-dive
on specific tech
How to be one step
ahead with the Valuer
platform
How deep does our data
go? Valuer vs. Accelerators
10 reasons why Valuer is
your new innovation hub
A fresh new look and a
recharged new platform
for Valuer

19. Permission is collected via form
submission on landing page.
Premium Content
Download
TY message
Thank you for downloading our Ebook.
You will receive a confirmation email
with a link shortly.
Mail: TY
(Set expectations)
Congratulations! Here’s your link to our
Ebook. We hope you will enjoy it.
Happy reading!
Mail: Industry
Insights
We create value for the recipient by
sending industry insights. We keep our
promise to send valuable content.
Mail: Use Case
We highlight Valuer and our platform –
in a tasteful and non-selling way by
introducing a customer success story.
Mail: Free trial
We highlight Valuer and our platform –
in a non-selling way, and offer a free
trial.
Immediately
6 days
5 days
5 days
Immediately
4. Lead nurturing for better qualified leads

20. ● Lead rotation was setup to automatically rotate
inbound leads to contact owners based in defined
rules.
● Lead notifications was setup to help our sales
reps reach out contextual in real time based on a
prospect’s interaction on our website.
● Lead scoring was setup to determine buying
intent and decision making capability.
5. Automated lead management
Automated your lead management based on data triggers
and form submissions to save time on manual labor.

21. HubSpot lead rotation is an automated workflow-tool that
rotates inbound leads based on defined rules.
Valuer lead rotation is based on country and company
size. Specific countries are assigned to specific sales reps,
but before that happens there is a trigger to indicate if the
leas is an enterprise (+500 employees) – then it will be
assigned directly independently of country.
Valuer Lead Rotation Events:
● Country
● Company size
5. HubSpot lead rotation

22. HubSpot lead notifications are slack and/or
email-based notifications that trigger by a
defined event.
Lead notifications help your sales reps reach
out contextual in real time based on a
prospect’s interaction on your website.
Valuer Lead Notification Events:
● Lead visited pricing plans
● Lead qualified as “Research”
● Lead qualified as “Revenue”
● Lead ended free trial
● Lead signed up for Valuer platform
● Lead visited “talk to sales”, no conversion
5. HubSpot lead notifications

23. Definition:
These leads have not yet
shown any real purchasing
intent or have accrued negative
score through inactivity or bad
fit indicators. They should
remain part of our marketing
audience with no further sales
action until showing a more
clear intent to purchase
(accruing more points).
Owner:
Marketing (inactive owner)
Actions:
We will let the marketing
machine work on these (by
sending newsletters and
targeting them with ads)
Lifecycle stage:
Subscriber/Lead
Subscribers
<24 points
Definition:
These leads are starting to
show an interest in our
products, but not yet ready to
talk to sales. They should be on
our radar, but likely still need
some nurturing.
Owner:
Marketing
Actions:
Passively monitor the leads
weekly to get an idea of the
marketing pipeline. Enroll in
Generic Lead Nurturing Email
Flow – if not already in active
lead nurturing based on
content download.
Lifecycle stage:
Lead
Radar
25-49 points
Definition:
These leads are actively
showing interest in us and
might already want to talk to
sales. We should monitor them
tightly.
Owner:
Inside sales
Actions:
Actively monitor. Do research
on who they are, how they got
here and whether we need to
gather additional info. If
extraordinary, push to sales.
Otherwise, enroll in Sales
Sequence Email Flow in the
name of the lead owner.
Lifecycle stage:
MQL
Research
50-74 points
Definition:
These leads have not reacted to
the Outreach Email Flow, but
have shown extraordinary
interest in us. If they are not
already customers or talking to
sales, they should be.
Owner:
Inside sales
Actions:
Assess fit. If good, hand over to
sales to book a meeting. If bad,
mark lifecycle as “Other” (if
permanently bad) or put in
quarantine (if timing is not
right) for further nurturing.
Remember to change lifecycle
stage to SQL if handed over to
sales.
Lifecycle stage:
MQL->SQL
Revenue
+75 points
5. Helion lead scoring framework

24. 6. Sales performance for BDR-team

25. 6. Sales performance for BDR-team
Custom HubSpot reporting to answer
sales performance questions like:
● Number of calls
● Types of calls
● Number of scheduled meetings
● Number of completed meetings
● Activity leader board
● Team activities

26. 7. Valuer board reporting
Custom HubSpot reporting to answer
questions from the board like:
● MRR based on deal stage
● ARR based on deal stage
● One-timers based on deal stage
● Subscription by average price
● Deal change history
● Deal revenue forecast
● Deals created by rep
● Deal leaderboard
● Closed revenue by month
● Deals won/lost by rep

27. Q&A

28. Lotte Nedergaard Lauridsen
lnl@helionb2b.com
+45 28 59 22 29
Co-Founder & Partner
See you at helionb2b.com