Master the Art of Social Selling with HubSpot and LinkedIn

Download Master the Art of Social Selling with HubSpot and LinkedIn

Post on 20-Aug-2015

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  1. 1. MASTER THE ART OF CONTEXT CONTENT ALIGNMENT
  2. 2. 1 CONTEXT: Social Selling.
  3. 3. Leveraging your social brand to fill your pipeline with the right people, insights and relationships.
  4. 4. Establish a professional presence on LinkedIn with a complete profile Create a professional brand Prospect efficiently with powerful search and research capabilities Find the right people Discover and share valuable information to initiate or maintain a relationship Engage with insights Expand your network to reach prospects and those who can introduce you to prospects Build strong relationships
  5. 5. Create a Professional Brand Add a photo, experience and skills that showcase the brand of YOU 5
  6. 6. Find the Right People Build trusted relationships who can support your professional objectives
  7. 7. 7 Engage With Insights Share ideas through status updates, and participate in groups
  8. 8. What do you need to be successful?
  9. 9. 2 CONTENT: Marketing & Sales.
  10. 10. Sales and marketing must have a unified picture of the funnel.
  11. 11. @TheSalesLion Great content is the best sales tool in the world.
  12. 12. 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
  13. 13. Alignment Across Funnel Leads Generate the right Traffic and Leads Pipeline Convert a higher rate into opportunities Sales More happy, successful customers
  14. 14. Collaborate with Sales Leads Pipeline Sales Work with sales to understand they content they need.
  15. 15. JOIN THE CONVERSATION
  16. 16. Whats your customers top 30 FAQ questions?
  17. 17. Use them to create your content machine !
  18. 18. 1 Ebook w/ LP / Month CREATE A CONTENT ENGINE
  19. 19. 1 Ebook w/ LP / Month CREATE A CONTENT ENGINE 4 Blog Posts / Month
  20. 20. 1 Ebook w/ LP / Month CREATE A CONTENT ENGINE 4 Blog Posts / Month 8 FB Posts / Month
  21. 21. 1 Ebook w/ LP / Month CREATE A CONTENT ENGINE 4 Blog Posts / Month 8 FB Posts / Month 16 Tweets / Month
  22. 22. Sales are a great source of content ideas.
  23. 23. 3 Marketing & Sales Alignment.
  24. 24. DEFINE A SERVICE LEVEL AGREEMENT
  25. 25. Track the # of Marketing Qualified Leads Track progress on these same marketing qualified events.
  26. 26. Figure out your SLA Demo Trial Contact Sales IMA
  27. 27. 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
  28. 28. Define Key Metrics OWNED BY MARKETING
  29. 29. Marketing are Empowered 60% of the sales cycle is over before a buyer talks to your salesperson. Corporate Executive Board: bit.ly/zub217
  30. 30. 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
  31. 31. Workable New Leads Dashboard http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
  32. 32. Leads Followed Up & Forecast
  33. 33. www.b2bmarketing.net Frequent Public Transparent Marketing Shared Dashboards
  34. 34. www.b2bmarketing.net OWNED BY MARKETING OWNED BY SALES The Handoff Point
  35. 35. 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.
  36. 36. 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?
  37. 37. Sales Converts Opportunities into Customers OWNED BY SALES
  38. 38. Track # of New Customers Generated Ensure that your marketing efforts are bringing in new customers