This document discusses features from an INBOUND14 conference, including new personalization tools, a calendar tool, an email dashboard and optimizer, Sidekick and HubSpot CRM tools. It prompts discussion questions about how attendees would use the new personalization features, how they currently manage campaigns, common email pitfalls, whether their sales team uses similar tools, and which CRM system they currently use. The second part discusses finding a balance between sales and marketing, including focusing on personas, content that should be used, putting the right information on forms, using workflows to connect teams, and putting data and workflows into sales team inboxes.

1. #INBOUND14
Fall 2014 HUG:
INBOUND Announcements
Recap & Discussion

2. #INBOUND14
Our Top 5 New Features

3. #INBOUND14
Anonymous Visitor Personalization
PROFESSIONAL & ENTERPRISE
Personalize content on your website based on a
visitors’:
• Country
• Device Type
• Referral Source
Discussion point:
Do you have any ideas for how you’d use these
new personalization tools?

4. #INBOUND14
Calendar
ALL CUSTOMERS
A Calendar to help you plan and assign content
and run campaigns across all your channels. It
comes with built-in tasks to assign to other
team members.
Discussion point:
How do you manage all the parts (and
people) involved in executing a
campaign?

5. #INBOUND14
Email Dashboard & Optimizer
ALL CUSTOMERS
A newly designed email dashboard and a built-in
optimizer screen, to help you catch errors,
spam triggers and opportunities for more
effective sends.
Discussion point:
What are some common email pitfalls you
often run into when executing your
campaigns?

6. #INBOUND14
Sidekick
See details about any company right
on their website or in your inbox. Find
new contacts, and learn about existing
contacts between your company and
any prospect.
Discussion point:
Does your sales team use (or
have they tried) Signals? Can you
see Sidekick being useful to them?

7. #INBOUND14
HubSpot CRM
Store details on contacts, companies,
deals, and tasks. Send emails, make
calls, and schedule appointments from
the tools you already use, or from one
convenient interface.
Discussion point:
What CRM system do you
currently use? How well adopted is
your system by your sales team?

8. Smarketing
Finding a balance between sales and
marketing

9. Evan Dean
Channel Consultant
Linkedin.com/in/EvDean

11. Finding the Balance between sales and
Marketing
Nail the Basics:
• Start with your Persona – This is who we are
marketing for
• Get the mechanics right - Smarketing can get
complicated quickly. We need a stable
foundation to stand on

12. Seriously…
Nail.
The.
Basics.

13. CTA

14. Landing Page

15. Thank You Page

16. Personalized Email

17. This Road
Goes Both
Ways

19. Take a good long look at what you already
have
• Blog post content
• FAQ pages
• Sales proposals
• Value emails
• Reoccurring conversations

20. That should be your content

21. Strike a Balance
• What do we need from
Marketing?
• What should we focus
on?

22. Put it into action on your forms
• What Do I
need?
• What Does
Sales need?
• …
• Who Needs it
more?

23. Here?
Using Workflows to connect Sales and
Marketing
Here?
Here? Here? Here?
Here?
Here? Here? Here? Here?
Here?

26. Put the data in their hands

27. Also. Put it in their inbox

28. Turn the workflow around via your CRM
• Use internal properties to start or stop a
workflow
– HubSpot CRM
– Integrated CRM like SFDC
– Directly into HubSpot
• Execute using suppression lists and new
workflows

29. Review and update