how hubspot scaled sales with science and social selling
TRANSCRIPT
HOW HUBSPOT SCALED SALES
with Science & Social Selling
chief revenue officer, inbound sales, HubSpot
@markroberge
MARK ROBERGE
THE SALES SPACE IS transforming.
There’s old school sales, where you ...
x Target prospects that are
a good fit for YOU
There’s old school sales, where you ...
x Target prospects that are
a good fit for YOU
x Cold call prospects with
YOUR elevator pitch
There’s old school sales, where you ...
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
There’s old school sales, where you ...
Then there’s sales today, where you ...
ü Listen for prospects
starting THEIR buy cycle
Then there’s sales today, where you ...
ü Listen for prospects
starting THEIR buy cycle
ü Engage prospects with
THEIR interests
Then there’s sales today, where you ...
ü Listen for prospects
starting THEIR buy cycle
ü Engage prospects with
THEIR interests
ü Help prospects through
THEIR buying process
Then there’s sales today, where you ...
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
ü Listen for prospects starting THEIR buy cycle
ü Engage prospects with THEIR interests
ü Help prospects through THEIR buying process
It’s not about the rep, it’s about the customer. BOTTOM LINE
So how do you shift your sales strate& to adjust?
It’s simple:
USE CONTEXT. Create a better buying experience for our customers by understanding their context.
It’s simple:
USE CONTEXT. Create a better buying experience for our customers by understanding their context.
USE TECHNOLOGY. Enable a more efficient sales process for salespeople with the right technology.
It’s simple:
#inbound2013
Step 1: Source information.
18 @markroberge
Use inbound marketing to get found when & where prospects are searching.
BLOG SEO SOCIAL MEDIA
Use technology to notify a salesperson when:
And then listen for prospects entering the buying cycle.
Use technology to notify a salesperson when:
Website A Fortune 1000 company visits our website.
And then listen for prospects entering the buying cycle.
Use technology to notify a salesperson when:
Website
A Fortune 1000 company visits our website. A prospect opens a sales rep’s email.
And then listen for prospects entering the buying cycle.
Use technology to notify a salesperson when:
Website
A Fortune 1000 company visits our website. A prospect opens a sales rep’s email. A prospect mentions HubSpot, a competitor, or an industry keyword in social media.
Social Media
And then listen for prospects entering the buying cycle.
x Search for ”good-fit” prospects online
x Check CRM for existing lead ownership
x Check Hoovers for industry, location, & revenue
x Check LinkedIn for company connections
x Enter information into CRM
ü Search for ”good-fit” prospects online
ü Web browser plug-in auto illustrates: ü Whether prospect exists in CRM
ü Prospect industry, location, revenue, etc.
ü Company connections to prospect in LinkedIn
ü One-click “Add to CRM” button
Streamline outbound sourcing using technolo&. BOTTOM LINE
#inbound2013
Step 2: Modernize 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
Old School 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?”
5/29 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
Old School 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?”
Voicemail #1: 5/27 at 3 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 #2: 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?”
6/1 at 4 PM
#3
Old School 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?”
Voicemail #1: 5/27 at 3 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 #2: 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 #3: 6/1 at 4 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?”
6/4 at 3 PM
#4
Old School 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?”
Voicemail #1: 5/27 at 3 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 #2: 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 #3: 6/1 at 4 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?”
6/4 at 3 PM
#4
Old School Sales Prospecting
This is ineffective.
Research
Monitor and React
Modern Prospecting Approach
Understand the 360 view of a lead’s engagement with your business.
Modern sales prospecting uses context.
Research
Monitor and React
Modern Prospecting Approach
Social Media Website Signals
Enable sales reps to monitor prospects’ activities across social, web, and email.
Modern sales prospecting uses technolo&.
Research
Monitor and React
Modern Prospecting Approach
How does that work?
Modern sales prospecting uses context.
“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
Modern Sales Prospecting
“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
Modern Sales Prospecting
“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
Modern Sales Prospecting
“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
Modern Sales Prospecting
Modernize prospecting using technolo&.
x Leave prospect voice mail
x Copy and paste email template. Manually personalize.
x Send prospect email
x Log voice mail in CRM (3 clicks)
x Log email in CRM (3 click)
x Schedule next attempt (w/o SCIENCE) (4 clicks)
ü Leave prospect voice mail
ü Send prospect email. Template available in email client and automatically personalized.
ü Voice mail auto logged in CRM (0 clicks)
ü Next attempt scheduled (w/science) (0 clicks)
ü Email auto logged in CRM (0 click)
Available at getsignals.com
BOTTOM LINE
Adopting a modern, inbound sales approach feels more like a doctor-patient relationship than a sales-prospect relationship.
Adopting a modern, inbound sales approach feels more like a doctor-patient relationship than a sales-prospect relationship.
And that’s the level of trust we s(k.
Start getting the context you need.
Start getting the context you need.
Start using the technolo& you need.
Start getting the context you need.
Start using the technolo& you need.
Signals can help you do both – for fr(.
Start getting the context you need.
Start using the technolo& you need.
Signals can help you do both – for fr(.
Click here to get Signals today.
