How HubSpot Scaled Sales Using Science and Social Selling

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HOW HUBSPOT SCALED SALES WITH SCIENCE AND SOCIAL SELLING

Mark Roberge

Chief Revenue Officer - HubSpot

@markroberge

SAFE HARBOR

This presentation contains forward-looking statements that are subject to risks and uncertainties. All statements other than statements

of historical fact included in this presentation are forward-looking statements. Forward-looking statements give our current

expectations and projections relating to our financial condition, results of operations, plans, objectives, future performance and

business. All forward-looking statements are subject to risks and uncertainties that may cause actual results to differ materially from

those that we expected. Any forward-looking statement you see or hear during this presentation reflects our current views with respect

to future events and is subject to these and other risks, uncertainties, and assumptions, and therefore are not guarantees of future

performance. You are cautioned to not place undue reliance on such forward-looking statements because actual results may vary

materially from those expressed or implied. All forward-looking statements are based on information available to HubSpot on this date

and HubSpot assumes no obligation to, and expressly disclaims any obligation to, update or revise any forward-looking statements,

whether as a result of new information, future events or otherwise.

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x Target prospects that are a good fit for YOU

x Cold call prospects with YOUR elevator pitch

x Push prospects through YOUR sales process

Listen for prospects starting THEIR buy cycle

Engage prospects with THEIR interests

Help prospects through THEIR buying process

Traditional sales teams put THEIR needs ahead of the customer

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I am a data geek.

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BETTER BUYING for Customers

using Context

FASTER SELLING for Sales People

using Data and Technology

SELL BETTER FASTER

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Modern Demand Generation

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How do YOU buy? Cold call? Cold Email? Google Search? Social Media?

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Inbound Marketing: Get Found When and Where

Prospects are Searching

BLOG SEO SOCIAL MEDIA

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“JOURNALISTS hold the keys to the future of sales and marketing”

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Create Your Content Engine

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1 eBook w/ LP / Month


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4

Blog Posts / Month



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4

Blog Posts / Month

FB Posts / Month

8



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4

Blog Posts / Month

FB Posts / Month

8

Tweets / month

16



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4 Blog Posts / Month

FB Posts / month

8

Tweets / month

16



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FASTER Lead Sourcing Using Technology

Available at www.getsidekick.com

Traditional Lead Sourcing FASTER Lead Sourcing with Sidekick

10 Minutes. 10 Clicks. 1 Lead Sourced 10 Minutes. 10 Clicks. 10 Leads Sourced

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Modern Sales Prospecting

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Traditional Sales Prospecting

“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

#1

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“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

“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 #1: 5/27 at 3 PM

#2


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“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?”


“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?”


“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

#3


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“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?”


“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?”


“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?”


“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

#4


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Modern Sales Prospecting: Use CONTEXT

Research

Monitor and React

Modern Prospecting Approach

360 View of a Lead’s Context with Your Company


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Research

Monitor and React

Modern Prospecting Approach

Social Media Website Email

Modern Sales Prospecting: Use TECHNOLOGY

Enable sales reps to monitor prospects’ activities

across social, web, and email


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Research

Monitor and React

Modern Prospecting

Approach

HOW DOES

THAT WORK?


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“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

#1


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“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.”

Voicemail #1 5/27 at 7 AM

“Hi John. This is Mark from HubSpot. I found a case study of one of our

customers 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

#2


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“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

“Hi John. This is Mark from HubSpot. I found a case study of one of our customers 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

“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

#3


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“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

“Hi John. This is Mark from HubSpot. I found a case study of one of our customers 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

“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

6/4 at 10 AM

“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.” #4


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(6.4 Million Sales Emails Analyzed)

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Which emails had a higher Open Rate? Emails with a Subject or No Subject?

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Which emails had a higher Open Rate? Emails sent on Monday, Friday, or Sunday?

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Try scheduling prospecting emails on the weekend


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Modern Sales Prospecting: Leverage Data

LTV

/ C

OC

A

Attempt #

LTV

/ C

OC

A

* Data has been altered from actual HubSpot data for the purposes of this presentation.

Erin Leads All Leads Ollie Leads Ollie Leads

Attempt #

Enterprise

Small Business Mid Market

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Leave prospect voice mail

Copy and paste email template. Manually personalize.

Send prospect email

Log voice mail in CRM (3 clicks)

Log email in CRM (3 click)

Schedule next attempt (w/o SCIENCE) (4 clicks)

Leave prospect voice mail

Send prospect email. Template available in email

client and automatically personalized.

Voice mail auto logged in CRM (0 clicks)

Email auto logged in CRM (0 click)

Next attempt scheduled (w/science) (0 clicks)

FASTER Prospecting Using Technology

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FASTER Prospecting Using Technology

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Modern Prospect Engagement

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Set Sales People Up to be Thought Leaders

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“Modern sales feels more like a Doctor/Patient relationship than a Salesperson/Prospect relationship”

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Thank You!

Mark Roberge

Chief Revenue Officer - HubSpot

@markroberge