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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
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
1
#INBOUND19
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
2
#INBOUND19
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
3
#INBOUND19
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
4
#INBOUND19
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?
