Sales Enablement With HubSpot

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Sales enablement requires marketing and sales to work together to best close leads into customers. Here’s how marketing can better empower sales with the most important contact information using HubSpot.

Marketing

#HUGCLE
Keith Moehring
VP of Strategic Growth
PR 20/20
keith@pr2020.com
@keithmoehring

Definition
Sales Enablement
noun
The processes, content, and technology that
empower sales teams to sell efficiently at a
higher velocity.

1. Defining the menu
Today’s Agenda
2. Capturing orders
3. Serving it up on a silver platter
4. Taking it to the next level

MARKETING AND SALES NEED A
SHARED UNDERSTANDING OF
WHAT A QUALIFIED LEAD IS.

What are the key traits a
person or organization has to
have in order to be a good
fit for your offering?
List them out and turn them into a checklist.
Key Traits
~~~~~~~~~
~~~~~~~~~~~~~
~~~~~
~~~~~~~~
~~~~~~~~~~~~~~~~~

Lead Qualification Matrix
GoodFitPoorFit
Leads

Lead Qualification Matrix
GoodFitPoorFit
Leads
QUALIFIED
UNQUALIFIED

NOT ALL QUALIFIED LEADS
ARE READY TO TALK TO SALES.

Lead Qualification Matrix
GoodFitPoorFit
Sales-Ready Unready

HAND RAISER
Someone who explicitly asks to talk to sales.

Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready

Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES SALES MARKETING

Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES
NURTURING
NURTURING
SALES MARKETING

THE MORE LEADS YOU HAVE, THE
HIGHER YOUR LEAD QUALIFICATION
STANDARDS CAN BE.

Lead Qualification Matrix
GoodFitPoorFit
Hand Raisers Sales-Ready Unready
SALES SALES MARKETING
LOW VOLUME:
SALES
HIGH VOLUME:
MARKETING

CAPTURE THE DATA NEEDED TO
IDENTIFY QUALIFIED SALES LEADS
AND THEIR SALES READINESS.

THE MORE EDUCATION YOU CAN
PROVIDE YOUR PROSPECTS BEFORE THEY
MEET WITH SALES,
THE MORE QUALIFIED THEY’LL BE WHEN
THEY GET THERE.

• What is your product?
• How much does your product cost?
• Who’s been successful when your product?
• What are the common problems with your product?
• How does your product compare to your competitors’?
• What’s required to be successful with your product?
Questions Your Content Should Answer:
h/t They Ask You Answer by Marcus Sheridan

Filtered Contact Lists
• Who should sales be
working with?
• When should they work
with them?
• What action should they
take with them?

Sales Notification Emails
• Contact details
• Form completed
• Qualifying information
• HubSpot record link

Persona Pain Feature Content
VP of Marketing Admin Work Automation Blog Post: “Intro to
Workflows”
Ebook: “Marketing
Automation 101”
Content Creation CMS Video: “HubSpot’s CMS”
Blog: “What Is a CMS?”
Blog: “Why CMS Matters”
Content Strategy Ebook: “2018 Content
Strategy Guidebook”
Video: “Pillar Pages”
h/t The Sales Enablement Playbook by Cory Bray and Hilmon Sorey
Content Matrix

Lead Scoring
Qualification Scores
Prioritization Scores
100 points each
1 to 10 points each

Playbooks (Enterprise Only)
• Interactive guides available on
contact record.
• Provide sales reps with easy
access to all kinds of info.
• Collect vital information during
calls.

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Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent? To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys

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Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented. So how do you effectively navigate distributing and tailoring your content across these various touchpoints? Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges. You’ll learn: - How today’s users engage with content across various channels and devices. - The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant. - What digital shelf space is and how your content strategy needs to pivot. With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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10 Video Ideas Any Business Can Make RIGHT NOW! You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session. Key Takeaways: How to use the Video Matrix How to use additional "Lenses" Where to source original video ideas

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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\ Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

Digital Marketing Training In Bangalore

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Digital Strategy Master Class - Andrew Rupert

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First Things First: Building and Effective Marketing Strategy Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success. Key Takeaways: -Recognize the critical role of strategy in marketing -Learn our approach for building an actionable, effective marketing strategy -Receive templates and guides for developing a marketing strategy

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Sales Enablement With HubSpot

1. #HUGCLE Sales Enablement

2. #HUGCLE Keith Moehring VP of Strategic Growth PR 20/20 keith@pr2020.com @keithmoehring

3. HUGCLE.Slack.com

4. Sales Enablement in HubSpot

5. Definition Sales Enablement noun The processes, content, and technology that empower sales teams to sell efficiently at a higher velocity.

6. 1. Defining the menu Today’s Agenda 2. Capturing orders 3. Serving it up on a silver platter 4. Taking it to the next level

7. 1. Defining the menu Today’s Agenda 2. Capturing orders 3. Serving it up on a silver platter 4. Taking it to the next level

8. MARKETING AND SALES NEED A SHARED UNDERSTANDING OF WHAT A QUALIFIED LEAD IS.

9. IDEAL CUSTOMER PROFILE A checklist of the most basic attributes someone needs to have in order to be successful as your customer.

10. • Live in Cleveland • Event with more than 20 people • Limited dietary restrictions Sample B2C Ideal Customer Profile

11. What are the key traits a person or organization has to have in order to be a good fit for your offering? List them out and turn them into a checklist. Key Traits ~~~~~~~~~ ~~~~~~~~~~~~~ ~~~~~ ~~~~~~~~ ~~~~~~~~~~~~~~~~~

12. Lead Qualification Matrix GoodFitPoorFit Leads

13. Lead Qualification Matrix GoodFitPoorFit Leads QUALIFIED UNQUALIFIED

14. NOT ALL QUALIFIED LEADS ARE READY TO TALK TO SALES.

15.

16.

17.

18.

19. Lead Qualification Matrix GoodFitPoorFit Sales-Ready Unready

20. HAND RAISER Someone who explicitly asks to talk to sales.

21. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready

22. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES SALES MARKETING

23. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES NURTURING NURTURING SALES MARKETING

24. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES SALES MARKETING

25. THE MORE LEADS YOU HAVE, THE HIGHER YOUR LEAD QUALIFICATION STANDARDS CAN BE.

26. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES SALES MARKETING LOW VOLUME: SALES HIGH VOLUME: MARKETING

27. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES SALES MARKETING LOW VOLUME: SALES HIGH VOLUME: MARKETING

28. Lead Status Property

29. 1. Defining the menu Today’s Agenda 2. Capturing orders 3. Serving it up on a silver platter 4. Taking it to the next level

30. CAPTURE THE DATA NEEDED TO IDENTIFY QUALIFIED SALES LEADS AND THEIR SALES READINESS.

31. Lead Forms

32. Online Chat

33. IP Information

34. HubSpot Insights

35.

36.

37. THE MORE EDUCATION YOU CAN PROVIDE YOUR PROSPECTS BEFORE THEY MEET WITH SALES, THE MORE QUALIFIED THEY’LL BE WHEN THEY GET THERE.

38. • What is your product? • How much does your product cost? • Who’s been successful when your product? • What are the common problems with your product? • How does your product compare to your competitors’? • What’s required to be successful with your product? Questions Your Content Should Answer: h/t They Ask You Answer by Marcus Sheridan

39.

40. 1. Defining the menu Today’s Agenda 2. Capturing orders 3. Serving it up on a silver platter 4. Taking it to the next level

41. Filtered Contact Lists • Who should sales be working with? • When should they work with them? • What action should they take with them?

42. Sales Notification Emails • Contact details • Form completed • Qualifying information • HubSpot record link

43. Persona Pain Feature Content VP of Marketing Admin Work Automation Blog Post: “Intro to Workflows” Ebook: “Marketing Automation 101” Content Creation CMS Video: “HubSpot’s CMS” Blog: “What Is a CMS?” Blog: “Why CMS Matters” Content Strategy Ebook: “2018 Content Strategy Guidebook” Video: “Pillar Pages” h/t The Sales Enablement Playbook by Cory Bray and Hilmon Sorey Content Matrix

44. Email Templates

45. Snippets

46. Lead Scoring Qualification Scores Prioritization Scores 100 points each 1 to 10 points each

47. 55 8515 255 385115

48.

49. 1. Defining the menu Today’s Agenda 2. Capturing orders 3. Serving it up on a silver platter 4. Taking it to the next level

50. Email Integration

51. One-to-One Video

52. Lead Revisit Notifications

53.

54. LinkedIn Sales Navigator

55. LinkedIn Sales Navigator

56. Playbooks (Enterprise Only) • Interactive guides available on contact record. • Provide sales reps with easy access to all kinds of info. • Collect vital information during calls.

57. AMA

58. HUGCLE.Slack.com #SalesEnablement

Sales Enablement With HubSpot

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