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MASTER THE ART OF CONTEXT CONTENT ALIGNMENT

Master the Art of Social Selling with HubSpot and LinkedIn

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Page 1: Master the Art of Social Selling with HubSpot and LinkedIn

MASTER THE ART OF

CONTEXT CONTENT ALIGNMENT

Page 2: Master the Art of Social Selling with HubSpot and LinkedIn

1 CONTEXT: Social Selling.

Page 3: Master the Art of Social Selling with HubSpot and LinkedIn

Leveraging your social brand to fill your pipeline with the right

people, insights and relationships.

Page 4: Master the Art of Social Selling with HubSpot and LinkedIn

Establish a professional presence on LinkedIn with a complete profile

Create a professional brand

Prospect efficiently with powerful search and research capabilitiesFind the right people

Discover and share valuable information to initiate or maintain a relationshipEngage with insights

Expand your network to reach prospects and those who can introduce you to prospects

Build strong relationships

Page 5: Master the Art of Social Selling with HubSpot and LinkedIn

Create a Professional BrandAdd a photo, experience and skills that showcase the brand of YOU

5

Page 6: Master the Art of Social Selling with HubSpot and LinkedIn

Find the Right PeopleBuild trusted relationships who can support your professional objectives

Page 7: Master the Art of Social Selling with HubSpot and LinkedIn

7

Engage With InsightsShare ideas through status updates, and participate in groups

Page 8: Master the Art of Social Selling with HubSpot and LinkedIn

What do you need to be successful?

Page 9: Master the Art of Social Selling with HubSpot and LinkedIn

2 CONTENT: Marketing & Sales.

Page 10: Master the Art of Social Selling with HubSpot and LinkedIn

“Sales and marketing must have a unified picture of the

funnel.”

Page 11: Master the Art of Social Selling with HubSpot and LinkedIn

”“@TheSalesLion

Great content is the best sales tool in the world.

Page 12: Master the Art of Social Selling with HubSpot and LinkedIn

MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (BU), MBA (Babson)• 42, Married, 2 Kids (10 and 6)

Goals:• Support sales with collateral and leads• Manage company communications• Build awareness

Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess

Loves HubSpot because:• Easy to use tools that make her life

easier• Learn inbound marketing best practices• Easier reporting to sales and CEO

Page 13: Master the Art of Social Selling with HubSpot and LinkedIn

Alignment Across Funnel

LeadsGenerate the right Traffic and Leads

PipelineConvert a higher rate into opportunities

Sales

More happy, successful customers

Traffic

Page 14: Master the Art of Social Selling with HubSpot and LinkedIn

Collaborate with Sales

Leads

Pipeline

Sales

Traffic

Work with sales to understand they content they need.

Page 15: Master the Art of Social Selling with HubSpot and LinkedIn

JOIN THE CONVERSATION

Page 16: Master the Art of Social Selling with HubSpot and LinkedIn

What’s your customers top 30 FAQ questions?

Page 17: Master the Art of Social Selling with HubSpot and LinkedIn

Use them to create your content machine !

Page 18: Master the Art of Social Selling with HubSpot and LinkedIn

1Ebook w/ LP / Month

CREATE A CONTENT ENGINE

Page 19: Master the Art of Social Selling with HubSpot and LinkedIn

1Ebook w/ LP / Month

CREATE A CONTENT ENGINE

4Blog Posts / Month

Page 20: Master the Art of Social Selling with HubSpot and LinkedIn

1Ebook w/ LP / Month

CREATE A CONTENT ENGINE

4Blog Posts / Month

8FB Posts / Month

Page 21: Master the Art of Social Selling with HubSpot and LinkedIn

1Ebook w/ LP / Month

CREATE A CONTENT ENGINE

4Blog Posts / Month

8FB Posts / Month

16Tweets / Month

Page 22: Master the Art of Social Selling with HubSpot and LinkedIn

Sales are a great source of content ideas.

Page 23: Master the Art of Social Selling with HubSpot and LinkedIn

3 Marketing & Sales Alignment.

Page 24: Master the Art of Social Selling with HubSpot and LinkedIn

DEFINE A SERVICE LEVEL AGREEMENT

Page 25: Master the Art of Social Selling with HubSpot and LinkedIn

Track the # of Marketing Qualified Leads

Track progress on these same marketing

qualified events.

Page 26: Master the Art of Social Selling with HubSpot and LinkedIn

Figure out your SLA

Demo

Trial

Contact Sales

IMA

Page 27: Master the Art of Social Selling with HubSpot and LinkedIn

Define Key Metrics

Leads

The # of new leads you bring in.

Pipeline

The # of leads you qualify for sales follow-up.

Sales

The number of leads who convert into customers.

Identify the metrics essential for sales & marketing success

Page 28: Master the Art of Social Selling with HubSpot and LinkedIn

Define Key Metrics

OWNED BY MARKETING

Page 29: Master the Art of Social Selling with HubSpot and LinkedIn

Marketing are Empowered

60% of the sales cycle is over – before a buyer talks to your salesperson.

Corporate Executive Board: bit.ly/zub217

Page 30: Master the Art of Social Selling with HubSpot and LinkedIn

a. Visits per channel

b. Leads per channel

c. Visit-to-lead ratio per channel

d. Lead-to-customer ratio per channel

Track Leads Across Different Sources

Page 31: Master the Art of Social Selling with HubSpot and LinkedIn

Workable New Leads Dashboard

http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx

Page 32: Master the Art of Social Selling with HubSpot and LinkedIn

Leads Followed Up & Forecast

Page 33: Master the Art of Social Selling with HubSpot and LinkedIn

www.b2bmarketing.net

Frequent Public Transparent

Marketing Shared Dashboards

Page 34: Master the Art of Social Selling with HubSpot and LinkedIn

www.b2bmarketing.net

OWNED BY MARKETING

OWNED BY SALES

The Handoff Point

Page 35: Master the Art of Social Selling with HubSpot and LinkedIn

www.b2bmarketing.net

Examples of Marketing Qualified Leads:

Contact who downloaded an ebook on lead gen, company is 200-1,000 employees & in the UK.

A contact at a company in the UK who filled out the form to request a sales demo or started a trial.

A contact at a company whose role makes him/her a decision maker, e.g. Director.

Page 36: Master the Art of Social Selling with HubSpot and LinkedIn

www.b2bmarketing.net

Examples of Sales Qualified Leads:

Is the contact a primary decision maker?

Do they have a defined project?

Do they have a budget?

Do they have a defined time frame?

Page 37: Master the Art of Social Selling with HubSpot and LinkedIn

Sales Converts Opportunities into Customers

OWNED BY SALES

Page 38: Master the Art of Social Selling with HubSpot and LinkedIn

Track # of New Customers Generated

Ensure that your marketing efforts

are bringing in new customers

Page 39: Master the Art of Social Selling with HubSpot and LinkedIn