MASTER THE ART OF

CONTEXT CONTENT ALIGNMENT

Meet Your Experts:

Kieran FlanaganInternational Marketing Director

HubSpot@searchbrat

Carla Glavonjic Marketing Manager

LinkedIn@CarlaGlavonjic

Welcome

Most Popular

Most Endorsed

Earliest Adopter

Most Connected

Shankarvishwanath

PhilMudge

EmmaBoyd

MicheleSmorgon

Agenda

CONTEXT CONTENT ALIGNMENT

#SocialSelling

1 CONTEXT: Social Selling.

#SocialSelling

Leveraging your social brand to fill your pipeline with the right

people, insights and relationships.

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

#SocialSelling

Tip: Build a Strong Professional ProfileAdd a photo, experience and skills that showcase the brand of YOU

8

LinkedIn Confidential ©2013 All Rights Reserved 9

Tip: Proactively Develop Your NetworkBuild trusted relationships who can support your professional objectives

#SocialSelling

What do you need to be successful?

2 CONTENT: Marketing & Sales.

#SocialSelling

“Sales and marketing must have a unified picture of the

funnel.”

”“@TheSalesLion

Great content is the best sales tool in the world.

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

#SocialSelling

Ask Sales

“What are our customers questions, challenges and pain

points”

Use them to create your Content

Machine !

#SocialSelling

1Ebook w/ LP / Month

CREATE A CONTENT ENGINE

1Ebook w/ LP / Month

CREATE A CONTENT ENGINE

4Blog Posts / Month

#SocialSelling

1Ebook w/ LP / Month

CREATE A CONTENT ENGINE

4Blog Posts / Month

8FB Posts / Month

1Ebook w/ LP / Month

CREATE A CONTENT ENGINE

4Blog Posts / Month

8FB Posts / Month

16Tweets / Month

#SocialSelling

Map that content across your funnel to make sure you have the right content for each stage.

Awareness

Evaluation

Purchase

What content do you need to attract your buyer persona in the awareness stage?

What content will help your buyer persona in the evaluation stage?

JOIN THE CONVERSATION

#SocialSelling

Sales are a great source of content ideas.

3 Marketing & Sales Alignment.

DEFINE A SERVICE LEVEL AGREEMENT

#SocialSelling

Track the # of Marketing Qualified Leads

Track progress on these same marketing

qualified events.

Figure out your SLA

€

Demo

€

Trial

€

Contact Sales

€

IMA

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

#SocialSelling

Define Key Metrics

OWNED BY MARKETING

Marketing are Empowered

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

Corporate Executive Board: bit.ly/zub217

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

#SocialSelling

Workable New Leads Dashboard

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

Leads Followed Up & Forecast

www.b2bmarketing.net

Frequent Public Transparent

Marketing Shared Dashboards

#SocialSelling

www.b2bmarketing.net

OWNED BY MARKETING

OWNED BY SALES

The Handoff Point

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.

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?

Sales Converts Opportunities into Customers

OWNED BY SALES

#SocialSelling

Track # of New Customers Generated

Ensure that your marketing efforts

are bringing in new customers

Q&A#SocialSelling

Carla Glavonjic Marketing Manager LinkedIn@carlaglavonjic

Kieran FlanaganMarketing Director HubSpot@searchbrat