the next step in driving revenue & growing your business with inbound marketing
TRANSCRIPT
MD & Director of Sales, HubSpot EMEA
Christian
Kinnear
Over achieve on
revenue targets
growth.Sales team hits 100%+
Drive sales
followup
Hit monthlyleads goal
Hit monthlytraffic goal
Drive sales
followup
Hit monthlyleads goal
Hit monthlytraffic goal
MARKETING
TO SALESNumber and quality of leads required to hit
company revenue goals
SALES TOMARKETINGSpeed and depth
of lead follow-up that makes economic sense
@BenCotton | #GrowWithHubSpot | @HubSpot
Companies with strong sales and marketing alignment achieve
annual growth rate
20%
@BenCotton | #GrowWithHubSpot | @HubSpot
Compared to a
for companies with poor alignment
declinein annual revenue
4%
@BenCotton | #GrowWithHubSpot | @HubSpot
12
4
3
5
BUILDING A GROWTH MACHINE
Calculatethe Marketing Side
DetermineBusinessGrowth
Calculatethe SalesSide
Set up Marketing SLA Reporting
Set up Sales SLA Reporting
Changing your positionsand your approach
to make your customer’s needsyour ultimate priority.
Part 1: The Role of Marketing in Growth.
Let’s go back to 1965.
Dear Coach:
Next fall will your cross country team be wearing the best shoe possible?
It will only if it is outfitted in TIGER- - the best brand of flats in the world.
Two models are designed especially for cross country:
1. TG-22 Road Running shoe- -built to take punish- ment. There is an extra sponge cushion under the
ball of the foot.
2. TG-4 Marathon shoe- -lightest quality flat made. This is the shoe that finished 2-3-4-5-6- in the Olympic marathon and 1-2-3-5-6 at the Boston Marathon. Available in quantity for the first time in the United States in August 1965.
Jim Grelle has been working out in the marathon shoe this spring and he calls it “really great.”
Bill Bowerman at Oregon said, “If I tried to take the (marathon) shoe away from Kenny Moore or Wade Bell, I’d have a fight on my hands.” Each model sells for $7.95, TIGER is not only better- -it’s less expensive, As one runner said, “The only people who will be left wearing German shoes will be either uninformed or idiots.”
You are no longer uninformed.
Very truly yours, Philip K. Knight
Good positioning & social proof
Testimonials?
Introspective opening
Fast forward to 2016.
86% skip TV ads
91% unsubscri
be
200Mon the
Do Not Call list
44% of direct mail is never opened
Buyers are getting better at screening you out!
60%of the sales cycle is over –
before a buyer talks to your salesperson.
Source: Corporate Executive Board
Cold CallingCold Emails (SPAM)Advertising
OUTBOUND
InterruptionSeller-centric
Calling with ContextRelevant EmailsContent & Free Tools
INBOUND
AttractionBuyer-centric
3XCompanies are
3x as likely to see higher ROI
on inbound marketing
campaigns.
€18Kis the average companies save
per year by investing in
inbound marketing vs outbound.
54% more leads are generated by
inbound tactics than traditionalpaid marketing.
1. Not Enough Awareness
2. Not Enough Conversions
3. Not Enough Revenue
1. Not Enough Awareness
Increase in conversions
Increase in awareness
Increase in revenue
Increase in awareness
Content Distribution
Every piece of content is an opportunity toget found.
Build a real audience for your business
Build a real audience for your business
Most businesses will give up here.
Build a real audience for your business
Most businesses will give up here.
And miss out on all of this…
This is the type of leverage that you get by doing inbound.
2. Not Enough Conversions
1. Not Enough Awareness1. Not Enough Awareness
2. Not Enough Conversions
3. Not Enough Revenue
What’s a conversion?
ValueE.g. an ebook
Personal infoand permission
Your customers don’t want to feel likethey are part of the crowd.
They have differentchallenges and goals.
2. Not Enough Conversions2. Not Enough Conversions
1. Not Enough Awareness
3. Not Enough Revenue3. Not Enough Revenue
Increase in revenue
Increase in awareness
Increase in conversions
Increase in revenue
What does your sales team need to increase revenue?
Leads
A simple* shift in mindset can transform your entire marketing and sales operation.
*simple, not easy
Part 2. The Role of Sales in Growth.
Today’s buyer has all the power.
A legacy sales process is centeredaround the way salespeople sell,
instead of how people buy.
Qualify and closing a prospect ASAP!!
Salespeople’s focus:
Using (purchased) demographic dataApplying brute force and generic messagingWith generic demos and case studies
The same old tactics just don’t work.
How have sales teams responded?
By finding ways to increase their throughput.
...but more of the same emails & callsusually doesn’t equate to better
results.
Turns out you can’t justautomate crappy sales and
marketing.
An inbound sales process iscentered around the buyer's actions instead of the salesperson’s process.
Salespeople start with inbound interest, using context to connect.
Sales and marketing work hand in hand together, creating a seamless experience for buyers.
The Inbound Sales Methodology
Behavioural insights for all Contacts
Part 2. The Power of Combining Sales & Marketing
Marketing Sales+
Form Conversion
Email Nurturing
Form Conversion
MQL Event (Demo Request)
Sales Call
Sales Call
Form Conversion
Rotate Lead to Sales
Email Nurturing
Old Conversion Path
New Conversion Path!
Create Meetings links
Add links to 1:1 sales emails
Meeting Booked
Create buyer personas
Add links to email nurturing
Blue = SalesOrange = Marketing
Meeting Booked
Use Meeting Links in Automated Emails
From: John Piccirillo < >Date: Wed, Oct 30, 2016 at 5:03 PMSubject: I’m a new HubSpot customer - had a great sales experienceTo: [email protected]
Christian,
I asked Alan McNamara to give me your email. We just purchased Hubspot today and the sales process was excellent.
Alan did a great job understanding our needs, demo-ing the product, providing resources and references and working on the deal terms. He was patient and yet kept the transaction moving.
I deal with a lot of sales people and tech sales people and Alan ranks among the best in my experience. He’s a real credit to your team and to the HubSpot brand. I am sure you know all this but it’s always nice to get some good customer feedback.
All the best, we’re looking forward to the on boarding, have a happy New Year
John
Thanks!