A Marketer's Guide to Sales Hub · the story they tell isn’t consistent with yours sales and...

A Marketer's Guide to Sales Hub:

How to Empower Your Sales Team to Support Your Marketing Campaigns

Flora (Yuan) Wang

Product Manager at HubSpot

#INBOUND19

Flora (Yuan) Wang

Product Manager at HubSpot

@feurekaw

flora@hubspot.com

Agenda today:

Taking the Friction

out of your

Flywheel

Helping with

Prospecting

Make Your

Content Shine

Reporting out the

Success

Taking the Friction of Your Flywheel

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As a modern marketer, you’re doing a ton for your company.

But why doesn’t it land with sales?

Sales teams

don’t use the

content you

send them.

Sales teams

don’t reach

out to the

leads you’ve

nurtured.

No feedback

from sales on

marketing

campaigns.

You’re not alone.

Marketers everywhere are facing this dilemma.

We noticed this tension too.

That’s why we introduced the flywheel.

In the flywheel model, we put the customer first.

But sometimes there’s friction in the flywheel.

● sales reps don’t see the value of your marketing

● they complain about low lead quality

● the story they tell isn’t consistent with yours

● sales and marketing aren’t aligned on one goal

#INBOND19

When the whole wheel is spinning, you’ll see:

● prospects who understand the story you are telling

● marketing is generating leads and has insight that can help sales

● the handoff is smooth

#INBOND19

So how canmarketers everywhere shine?

Start with building a partnership with sales.

Aligning Sales and Marketing

It all starts with goals -

establish a mutual SMART

goal between the two

teams.

Example: In Q4 of 2019,

bring in 20 net new

customers that will retain

for over a year.

Goals

Once you have the goal,

establish the metric that

both teams align on.

Example: We will focus

on generating net new

customers.

Metric

Pick an SLA- this is how

you ensure both teams

will deliver on the goal.

Example: All leads will be contacted within 24 hours.

SLA

Start small and scale up.

1. Drop in on weekly sales meetings to

update them on marketing

2. Continue to bring metrics of success

(and maybe donuts don’t hurt?)

3. Work with leadership of both sales

and marketing to establish ongoing

metrics.

Helping with Prospecting

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What is a sales process?

● Find new prospects to sell to

● Reach out to them

● Initial call to connect

● Demo to show value

● Close! 🤞

Prospecting.

It’s the majority of a sales person’s day but

one of the least favorite tasks. How can

marketing improve on this?

What is lead scoring?

● Automatically sort your leads by qualities that sales and

marketing both agree on

● Figure out when a lead becomes “sales ready” ie a Marketing

Qualified Lead (MQL)

How do you define an MQL?

Questions to ask

What are attributes of

leads who closed as

customers?

What are attributes of

customers that are

successful with your

product?

What are the actions

they take on your

website?

Examples

A director level person

at a 5,000 person

company specialized in

biochemistry located

on the east coast

An entry level sales

person who works

with spreadsheets

everyday

Define the lead in the system where your reps already work: the CRM.

“Companies who contact a lead within 5 minutes have a 100 times greater chance of having a successful conversation with that lead, than companies who contact a lead 30 minutes after the lead was submitted.”

- Research from LeadResponseManagement.com

Automate this process with

HubSpot:

Pass leads to sales in your sleep,

literally.

Conversations:

● meet your prospects and customers on their timeline

● customize depending on their experience with chatflows

● generate and deliver high quality leads to sales

So, we’ve nailed the first part of the sales process: prospecting.

How do we help our reps with connecting?

Make Your Content Shine

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It’s time to let your marketing superpower shine:

● Branding● Content building● Storytelling● Strategizing● Events

Tell the stories where the sales team is spending their day:

HubSpot Sales Hub.

Documents:

● reuse your whitepapers and other gated content

● see how prospects are engaging with your content in the sales process

● one unified library of sales content

Templates:

● tell the prospect one continuous story from the marketing materials to the first sales outreach

● shared across the entire team

● build in reporting on with clear metrics of success

Playbooks

● competitive intel all in one place

● sales scripts that align with the marketing story

● clear input into the CRM to eliminate data entry confusion

Reporting Out the Success

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Now that you’ve done the work, how do we make sure you get the credit?

End to end reporting: from website visitor to revenue.

New attribution reporting coming soon!

Keep iterating!

1. Is there a cadence to your leads?

2. Does a certain type of content lead to

better leads?

3. Are there better leads in a certain

region/segment/product area?

4. Does lead scoring correlate with high

quality customers?

Consistent check-ins

1. Quarterly meetings to select and

agree on goals

2. Weekly meetings to check on

progress

3. Continuous feedback loop on lead

quality and timeliness of reachout

Any questions?

40

THANK YOU!

Questions?

Reach me at:

flora@hubspot.com